It's crisp in autumn, and it's the best season to eat hot pot in a year. Recently, Ding Dong bought vegetables and announced the opening of this year's hot pot season. In addition to all kinds of clean dishes delivered directly to home, Ding Dong's shopping is the first time to unite with many well-known offline hot pot chain brands to create a series of hot pot prefabricated dishes, providing consumers with a brand-new experience of "hot pot home". The "home economy" urges the flourishing of pre-cooked dishes, and its consumption scene has also been supplied to B-end users such as catering in the past, accelerating the shift to young C-end customers who are convenient and eager to eat well. According to the forecast of Ai Media Consulting, in 221, the scale of China prefabricated vegetable market has reached 345.9 billion yuan, and it is estimated that the market scale will reach 1,72 billion yuan in 226. The data shows that in the long run, the scale of the prefabricated vegetable industry is expected to reach more than 3 trillion yuan. What new changes have taken place in the track under the prefabricated dish tuyere? Why do new retailers pay a lot of money to lay out prefabricated dishes, and how should players break through under the competition of the Red Sea? According to the report of the new retail joint catering industry institute in the trillion-dollar market, the proportion of pre-cooked vegetables sold at the B end is 8%. With the epidemic situation promoting the "home economy", the scene that young families can cook and eat in Aauto Quicker at home has gradually flourished. C-end prefabricated vegetables, but also by the wind. In recent years, catering brands such as Xibei, Haidilao, Meizhou Dongpo and Jindingxuan have entered the market one after another, and most of the prepared dishes are "hard dishes" with a unit price above 7 yuan. In terms of fresh e-commerce, head players in the industries such as Ding Dong Shopping, Box Horse, Daily Youxian, Meituan Shopping, and Qian Aunt all entered the prefabricated vegetable track and regarded it as the second curve of revenue growth. From their respective research and development to strong alliance, the second half of C-end prefabricated dishes has become a key word. Taking Ding Dong's grocery shopping as an example, from the self-developed "Ding Dong Grand Slam" pot bottom, "tomato oxtail pot" and "drunken chicken pot" hot pot, to the Ding Dong's grocery shopping choice, we cooperated with many well-known offline restaurants such as Zuo Ting You Yuan, Wang Rongcheng, Jing Yue Rong and Lao Cheng Yi Guo to launch a brand-new joint pot bottom. At the beginning of 221, Ding Dong bought vegetables and officially entered the prefabricated vegetable industry. In the past two years, Dingdong has built an integrated system of commodity planning, research and development, production and processing of prefabricated vegetables, with more than 4 factories, including 7 self-operated factories. There are many pre-cooked dishes with their own brands, such as Boxing Shrimp, Ding Dong Da Man Guan, Ding Dong Ace Cuisine and Cai Changqing. For catering merchants, their strength lies in research and development. The experience accumulated by time-honored brands over the years has made them better understand the taste buds of diners, and how to use cooking technology to fix a table of delicious food. Catering merchants have their own unique secrets. For new retailers such as Ding Dong Shopping, Box Horse Fresh Life and Pupu Supermarket, years of deep cultivation of retail consumption scenes have also made them better understand what consumers want, how much they want and whether the capacity and supply chain capacity can keep up. Compared with the high loss and low gross profit of fresh products, the standardized food business can obviously drive more revenue and create more profit growth points. As a result, the development of exclusive customized prefabricated dishes by joint catering can provide a new path for catering companies seeking online transformation, and also create a moat for new retailers and enhance their hematopoietic capacity. C-end prefabricated dishes have not yet been scaled up. In the second half, what challenges will be encountered under the guise of scene and digital capabilities? In Ou Houxi's view, although the track of the whole C-end prefabricated dish is hot, the production capacity of the whole production end is still surplus, far from the scale effect, which means that inventory turnover is still a pain point that restricts the upward development of the industry. "Unlike fresh food, there are many SKUs for prefabricated dishes. If the sales volume of these items is not high, the production scale of a single item will be very small, and it will be difficult to make profits if the production end lacks scale. If we blindly expand production, it will easily lead to sluggish inventory. C-end prefabricated dishes closer to consumers naturally have a higher demand for personalization. " In Ou Houxi's view, the development of prefabricated dishes in the second half is not only the technical ability of research and development, but also the ability to diversify and digitize consumption scenes. According to users' real-time feedback and data, rapid response, rapid research and development, rapid iteration, and rapid feedback to the production end are the hard power needed for pre-cooked dishes in the second half, which is also Ding Dong's strength. Another key to breaking through is to better establish consumer trust on the consumer side. At present, the track of prefabricated dishes is hot, and although there are many styles of dishes, there are also cases of uneven quality. According to the data of iResearch, the top3 that consumers think needs to be improved at present is: taste recovery accounts for 61.8%, diversity accounts for 47.2%, and safety problems account for 47.8%. Prefabricated dishes are also going out of the differentiated route. For example, in the "special beef brisket Yuanyang pot" jointly developed by Ding Dong and "Zuo Ting You Yuan", how radish, as a soul ingredient, can be kept fresh after being stewed in the pot has become the key to taste restoration. Chefs who are different from restaurants can reprocess prefabricated dishes in the background. For example, the chopped green onion sprinkled on the braised pork and the spoonful of hot oil poured on the boiled fish. However, as a C-end prefabricated dish, how to use industrial standardization technology to achieve the effect that consumers finally get it is very elegant. After more than 1 times of testing and proofreading, the solution of radish fresh-keeping is "ice-wrapping". First, the radish is boiled for seven or eight minutes and then frozen at MINUS 12°C for ice-wrapping, so that the moisture in the radish itself can be locked. However, the domestic cold chain technology is mature, and the fresh-keeping methods of ingredients are constantly innovating and improving. In the past, the public's impression of high salt in prefabricated vegetables is gradually being broken. For example, Zhu He, a pre-made vegetable taster who buys vegetables in Ding Dong, said that at present, all the hot pot bottoms in Ding Dong will be measured with a salinity meter, and the salt content in one kilogram of water is 7 to 8 grams. In the industry's view, the C-end prefabricated vegetables have not really appeared. The tuyere is flourishing, and in the second half of the pre-cooked dishes, the strong forces jointly create a * * * win-win ecology. From the C-end scene, digitalization and the pain point of delicious and healthy demand, the process of big waves and sand scouring starts simultaneously. Written by Southern Reporter Chen Yingshan