In this era, the whole world knows that prefabricated dishes are on fire, but unfortunately you may not know it?

"prepared food" is more delicious than expected

Under the epidemic situation, "prepared food" has actually become a "hero" in the fight against the epidemic.

according to the understanding of the "new forces of cooking", pre-cooked dishes are too hot, and nearly 4,111 registered enterprises were added last year alone.

This trillion-dollar new track in the future has become a highlight for many provinces and cities. For example, Guangdong, Shandong, Shanghai, Fujian, Henan, Hebei, etc ... all over the world frequently come up with strange tricks to become the "capital of prepared dishes"!

Like Shanghai, in the current epidemic situation, prefabricated vegetables have made great contributions to the local anti-epidemic, and the C-end consumer market broke out, showing a doubling of growth, and there was also a crazy snap!

National "prepared dishes" flock to Shanghai

Prepared dishes started in Changsha, Hunan Province in 2114 and grew rapidly in 2121. The so-called prefabricated dishes refer to the finished or semi-finished products that are made of agricultural, livestock, poultry and aquatic products as raw materials and pre-processed with various auxiliary materials (such as cutting, stirring, pickling, rolling, shaping and seasoning). After simple cooking or heating, they can be eaten as daily meals.

"pre-cooked food"

Why is it so popular?

Compared with online shopping, the advantages of prepared dishes are more obvious.

Just like after the current epidemic, the "lazy house economy" is booming, and the consumption demand of prepared dishes has increased sharply. Many catering enterprises can't open their doors. In order to save themselves, they have started a business model reform-preparing dishes at home. Among them, Xibei, Meizhou Dongpo, Haidilao and other catering giants have all launched prefabricated food products for household consumption. What we are seeing now is that the pre-cooked dishes are rapidly becoming popular in the C-end market, which is out of control ...

"Pre-cooked dishes" bring delicious kitchens into the home

The market data is amazing. Such as Ding Dong Shopping, JD.COM and other community e-commerce platforms. During the Spring Festival of 2122, the sales volume of high-end prefabricated vegetables bought by Ding-dong exceeded three times year-on-year, and 3 million copies of prefabricated vegetables were sold in seven days. The sales of box horse prefabricated vegetables increased by 345% compared with the Spring Festival in 2121 last year; Semi-finished clean vegetables on JD.COM's home platform increased by 2.6 times year-on-year ...

At present, eight factors drive

"prepared vegetables" to attack the new consumption market in the future!

The reasons for the fire of prefabricated dishes are analyzed as follows:

1. The epidemic situation promotes the prevalence of home culture.

For three years, the epidemic has brought a profound reshaping to people's living habits and consumption patterns.

Due to the special epidemic, it is not convenient to go out and stay at home. Besides relying on take-away food that is not delicious, "prepared food" has come into people's sight.

like instant noodles, "pre-cooked dishes" are convenient and time-saving, and also have a powerful concept different from traditional cooking, which brings pleasant impact experience to life and home.

the boost of the post-91s consumer groups.

post-91s generation can't cook, so there are many groups. What is important is that these people's demands for "busier and lazier" terminal consumption are hot.

a set of data shows that the scale of "post-91s generation" in China is between 72 million and 88 million (of which the only child is roughly 51.77-55.49 million), which shows that the remarkable characteristics of "post-91s generation" in China population have gradually emerged, and these groups are bound to dominate the future consumption market, including consumption forms and consumption concepts. What's more, it does not include these groups after "11".

it can be said that "post-91s" is the most important witness and struggler of China's "two hundred years" goal, which not only determines the current social vitality fundamentals, but also plays a strategic role in the country's medium and long-term development, and is also an important supporting force for China's internal circulation and internal consumption.

it is a contradiction for every young person to be keen on light life but pursue high-quality life.

under this background, "pre-cooked dishes" make all the dishes they want to eat into "semi-finished products", and then they can be fired according to the steps, and they can have a delicious meal in a few minutes. Why not?

3. Policy orientation.

Especially the impact of the epidemic, in recent months, many governments have indicated that they will support the prepared vegetable industry.

The governments of all provinces and even local cities have attached great importance to promoting the rapid growth of the "prepared food" industry, and given special support measures.

For example, Weifang recently issued the Three-year Action Plan for the High-quality Development of the Prefabricated Vegetable Industry in Weifang (2122-2124), which will be the second to take the lead in launching the Action Guide for the Development of the Prefabricated Vegetable Industry after Guangdong Province issued the Ten Measures for Accelerating the High-quality Development of the Prefabricated Vegetable Industry, so as to make an all-round layout and make efforts in the whole industrial chain to accelerate the capture of the new highland of the development of the prefabricated vegetable industry.

Weifang's "Plan" clearly defines the goal of building "the first city of China's prefabricated vegetable industry", and strives to initially establish about 3,111 prefabricated vegetable markets in the city by 2124, and the scale of the whole prefabricated vegetable industry chain will exceed 311 billion yuan.

In addition, Shouguang and Zhucheng in Shandong; Zhaoqing, Zhanjiang and Shaoguan in Guangdong; Baoding, Hebei, has started to prepare dishes. Covers the categories of "aquatic prefabricated dishes", "gourmet prefabricated dishes", "vegetable prefabricated dishes" and "hot pot vegetable prefabricated dishes".

in particular, these three industrial chains are (prepared vegetables, prepared meat and prepared aquatic products).

Category distribution of "pre-cooked dishes"

Up to now, there are more than 71,111 pre-cooked food enterprises in China, but there are many types of players and many small and medium-sized enterprises. And mainly distributed in Shandong, Henan, Guangdong, Jiangsu, Hebei and Anhui.

Guangdong's policy also proposes to expand the prefabricated vegetable industry cluster and push the prefabricated vegetables to the international market.

4. The country of traditional diet.

China's food culture has a long history and excellent traditions, and its cooking techniques are perfect.

but it doesn't mean that everyone can master this technology, then the chef becomes the key and the pillar of many hotels and restaurants.

as the saying goes, the fragrance of wine is not afraid of the depth of the alley. The food is fragrant and natural customers often patronize it. It is precisely because of different cooking styles that there are different styles of Fujian-style prefabricated dishes, Guangdong-style prefabricated dishes, Shanghai-style prefabricated dishes and Shandong-style prefabricated dishes.

"Pre-cooked dish" from ingredients to side dishes, all a good dish is formed into a "set", so that consumers can take it home, make a good dish conveniently, and save many steps, such as buying food, ingredients, washing vegetables and so on, which will be the love of many young people who pursue an elegant life.

5. The culture of eating.

Diet is never strange, but the pursuit of high quality of diet, including consumption patterns, is what people are pursuing at present, and because of these demands, prefabricated dishes have become the support point of new consumption.

6. The concept of home personal tailor kitchen.

it's very troublesome to have a meal in a restaurant, but cooking at home is time-consuming and laborious. Such a social environment has also led to the new concept of prefabricated dishes.

Prefabricated dishes can meet the choice of various dishes, or personal tailor with trendy dishes, which just matches the needs of people's home kitchens.

7, the rise of industrial kitchens.

Imagine that a traditional catering kitchen serves a limited number of customers, but with the rise of industrial kitchens, a more efficient kitchen catering mode has come.

this model was also caused by the B-end in the early days, and then quickly swept the C-end market. According to a set of data, the sales ratio of B-end and C-end market of prefabricated vegetables is about 8:2 at present, and it is expected to reach 6:4 in the future, and C-end may usher in a full-scale outbreak.

8. The route of transmission is amazing.

Pre-cooked dishes are developing continuously in interested e-commerce companies such as Xiaohongshu, Tik Tok, bilibili, etc., and the forms of communication are more abundant, and the offline sales forms such as community group buying, food supermarkets and convenience stores are gradually becoming large, which naturally triggers the rapid popularity of this industry.

With the help of the great rise of anti-epidemic, the imagination of the future will be endless, and the stock market in the capital market has risen against the market, helping new consumption and subverting the traditional cooking life.