Gulu taught himself cooking after graduation, and published the cooking process and results in Little Red Book. At present, Xiaohongshu belongs to the head food blogger. In less than a year, her account "Gulu Kid" has 370,000 fans and won nearly 800,000 collections.

The content of Gulu Xiaohongshu is basically a food graphic with the theme of "refusing to take out food". Gollum mentioned that he often ordered takeout when he was in college, but the selectivity of takeout was not very great. "I was tired of eating for a long time, and social news often exposed some unsanitary contents of takeaway, so I learned to cook by myself." I have refused to deliver the goods for a year.

The best content of Gollum data has been praised and collected for more than 50 thousand yuan. In this picture, Gollum sorted out the food that he refused to take out for 36 days, and calculated the average cost of cooking. A meal was only 9.35 yuan. Under this comment, some netizens asked for tableware and tutorials, and some netizens commented on learning from Gollum. "Unlimited takeout is healthy and saves money."

With the call of food bloggers like Gulu, more and more young people are trying to cook. Xiao Yuan used to order takeout, and he talked about the idea of cooking because of the graphic videos of various food bloggers.

Whether because of health or saving money, or under the impetus of food bloggers, more and more young people are starting to cook by themselves.

Lazy seasoning ushered in rapid growth

According to the latest industry statistics of iResearch, the market size of condiment industry in China will increase by 18% year-on-year in 2020, much higher than the growth rate in the past six years.

Young people are falling in love with the kitchen, but as novices in the kitchen, there is a contradiction between their stretched skills and actual needs. Therefore, the lazy seasoning with "one-click copy of taste" such as hot pot bottom material, spicy incense pot material and boiled fish material has a bigger market.

As a busy office worker, Rose doesn't have much time to cook, but as a novice mother, for the sake of health, she seldom orders takeout as before. At present, her mother mainly cooks, but she is slowly learning to cook by herself. Ross likes cooking to relieve stress. "When you are free, learn an easy-to-cook dish from the menu, and you will be very happy after it is made."

Just last week, Rose just learned a kind of cooked and drunk bighead carp, using the "cooked and drunk cold dip juice" of the fresh take-away platform. "The whole process is very simple, that is, boil the water, put the bighead carp in, soak it in cold water for a while after cooking, then soak it in this juice and put it in the refrigerator." ... this seasoning makes this dish easy to cook at once. "

Ross believes that lazy seasoning is suitable for busy office workers and is a faster and more convenient choice. "If it is a takeaway, this dish is hard to find. If you go out to find such a restaurant to eat this dish, it will take a lot of time, but at home, you can order seasonings and materials on the APP, which can be done in ten minutes, which is very convenient. "

In addition, the advantage of lazy seasoning is that the quality of dishes is more stable and the cost performance is good. "As long as 9.9 yuan, it's too cost-effective." Rose said: "I hope there will be more and more convenient lazy spices in the future, so that more people can enjoy cooking."

Young people who can't cook have promoted the development of lazy seasoning. It not only reduces the difficulty of cooking, but also saves time. Compound seasoning has been welcomed by novices and ushered in opportunities for rapid growth.

According to Frost &; According to Sullivan's statistics, in recent years, the permeability of compound seasoning in China is increasing rapidly, reaching 25.97% in 20 18, but there is still a big gap compared with the permeability of more than 50% in Japan, South Korea and the United States. Therefore, what the market should consider is, what kind of compound seasoning do young people like?

According to the classification standard of condiments in China, condiments prepared with two or more condiments and specially processed can all be called compound seasoning. According to the classification, chicken essence and sauce vinegar juice can also be considered as seasonings, but the distinction is not great. Therefore, the compound seasoning discussed in this paper is closer to "lazy people" and can be customized with one click. What should young people consider when buying these seasonings?

Wan Zhi is an old user of lazy seasoning. There is a drawer in the kitchen with all kinds of seasonings.

Because she and her husband live in northern Europe, in order to satisfy her China stomach, Wan Zhi bought a lot of China inert spices before going abroad.

Wan Zhi introduced that he would use lazy seasoning once or twice a week, usually when cooking some hard dishes, such as boiled beef, steamed pork, pickled fish and so on. She uses Mapo tofu, saute spicy chicken, chafing dish bottom, miscellaneous cloth, spicy incense pot, maocai, boiled fish and so on, which are all popular dishes verified by offline catering market.

For Wan Zhi, lazy seasoning tastes authentic, and it is not easy to make mistakes. At the same time, it is simple and convenient, and even for foreigners, it is not complicated. "My husband has also mastered the seasoning for making Mapo tofu and Chongqing noodles." Wan Zhi smiled.

In the local super league, the price of lazy seasoning will be one or two times higher than that of China, but compared with the expensive takeout in northern Europe, Wan Zhi thinks it is more cost-effective to cook with lazy seasoning.

For most consumers, Wan Zhi doesn't have the opportunity to try all kinds of seasonings, but they more or less use seasonings such as fried pot bottoms and boiled fish/pickled fish, and the market scale of these two seasonings also ranks among the top three in compound seasoning. According to Frost &; Sullivan predicts that the scale of hot pot bottom material will reach 33.2 billion yuan in 20021year, and the research report of Industrial Securities shows that the market scale of pickled fish will reach 24.3 billion yuan, which is similar to that of hot pot material.

As a food blogger, Gollum used lazy seasonings in stews, including hot pot and boiled fish. As a veteran food lover, Jia Jia also used hot pot ingredients and boiled fish ingredients. She thinks that some dishes are really inseparable from seasonings. "Just like a griddle hot pot, it is impossible to fry only with salt and soy sauce. It's delicious, but if you fry it yourself, you need to prepare a lot of materials, which may not be completed in an hour or two. " If you do everything yourself, cooking will be very troublesome. "I gave up when I thought of so many steps."

For most consumers, cost performance and brand are the factors that will be considered when choosing lazy seasoning.

Gollum has tried all kinds of hot pot bottom materials, but the frequency of using them well is relatively high, "cost-effective." Jiajia prefers Dahongpao, and Dahongpao and other people's hot pot ingredients belong to the brand of Sichuan Tianwei Food, which is also "good quality and low price".

In addition to the above brands, according to Wan Zhi, in local supermarkets, she often buys brands such as Qiaotou, Baijia and Haidilao, which are often seen on the shelves.

At present, the industry competition pattern in compound seasoning is still scattered, and there is no obvious first echelon.

Breakthroughs through social media and e-commerce

In addition to the competition between traditional brands, more new brands also want to take a share in the compound seasoning market through social media and e-commerce channels. For example, the compound seasoning brand, which received two rounds of financing in half a year, has added a little flavor, and the bear established on 20 17 has arrived.

At the same time, lifestyle supermarkets such as Box Horse and Sam have also developed their own compound seasoning brands through existing channels, and planted grass and promoted them through social media platforms to realize the final transaction transformation.

Rose's method of making cooked drunken shrimp with cold dip juice comes from the recipes of netizens in the kitchen App. "I just want to do cooked drunken shrimp. I opened the kitchen app, ready to learn how to operate it. It is very convenient to see a recipe, using cold cannon juice. The method is very simple. "

Also in the kitchen, I searched the recipes of spicy incense pots and recommended the top one. The main seasoning used is the spicy incense pot seasoning from Haidilao. This cookbook has been collected 260,000 times, indicating that more than 65,438+0,000 people have done it.

In addition to the cooking platform, many interviewees also mentioned Xiaohongshu's guidance in purchasing condiments. Xiao Yuan said that when she visited Xiaohongshu, she saw someone recommending the "Sam Must Buy" series and planting spicy gravy.

Lily who is studying abroad often cooks by herself. She is also a lazy seasoning user. She mentioned that she would also refer to the recommendation of bloggers when buying spices. "In Little Red Book, some bloggers studying abroad will send videos of their own cooking, which will mention some seasoning packages and they will accept Amway."

In addition, video bloggers such as Li Ziqi, a celebrity on the Internet, and Wang Gang, a food writer, have also launched their own hotpot products after accumulating fans. Wan Zhi often watches Wang Gang's videos when cooking. Wang Gang, a food writer, will show the whole process of making hot pot bottom material in the video. After reading it, he felt very curious. Wan Zhi said that he wanted to try Wang Gang's seasoning bag recently.

Not all young people will pay the bill.

Young people also don't fully accept compound spices.

Considering the cost and health problems, the accurate users of lazy seasoning are still young people who are not good at cooking or have little time.

As a veteran food lover, Jia Jia only uses compound seasoning in several stews. She believes that compound spices are not easy to store and clean. "A lot of seasonings are wrapped in sauce, and it is not easy to clean up after one use." On the other hand, the cost is too high. "For people who are careful, 10-20 yuan buys packaging materials, and a meal is gone. Plus meat and vegetables, they have to cook for themselves, which is very expensive. "

Some people will consider health problems. Gollum doesn't often use lazy seasoning himself. "Although it is convenient and fast, saving time and cost, it is still processed, so I am still a little worried about the ingredients occasionally." Therefore, in most cases, Gollum prepares his own materials.

Lily will also control the amount of lazy seasoning. "I always feel lazy seasoning is unhealthy. The formula is made according to the practice of high oil, high salt and high sugar. Although it tastes particularly good, it can't be eaten often. "

For condiment enterprises, in addition to reducing costs on a large scale and making more dishes and tastes suitable for different regions, it is also necessary to consider how to make healthier seasonings and gain the recognition of consumers.

(Gollum, Xiao Yuan, Ross, Jia Jia and Lily are all pseudonyms)