For example, Box Horse put up a sign that "the semi-finished dishes in the workshop taste like a restaurant in five minutes", and there are more than 0/00 kinds of prefabricated dishes, including 0/0 kinds of fried prefabricated dishes, such as fried beef, crispy bamboo shoots fried pork belly, boiled bamboo shoots duck and so on. The reporter saw that each prefabricated vegetable product is packaged in a unified lunch box, usually with meat as the main material, supplemented by pepper rings, garlic, onions, seasonings, oil bags and other accessories. The main materials and auxiliary materials are packed in vacuum, and the cooking time varies from 3- 10 minute, and the shelf life is about 4 days. In addition to the text with cooking methods, there is also a QR code to watch cooking videos.
Yongwang has stewed pig ears, black pepper beef, spicy crayfish and so on. Among them, marinated prefabricated vegetables are welcomed by customers, and many customers stay in the shelf area to check the product packaging.
There are all kinds of prepared dishes on the shelves in Shang Chao.
The Southern Reporter observed that most of the people who stayed in front of the prepared dishes shelves and were willing to buy prepared dishes were young office workers. Customer Mr. Chen said that he usually loves to buy braised pig ears and smoked a lot of braised pork at home during the epidemic. "You don't need to heat it when you buy it, just cut it and eat it." Customer Miss Huang bought a bag of peeled chestnuts packed in vacuum. "Don't peel it yourself, save trouble."
In contrast, the elderly are generally not "cold" about prefabricated dishes. Ms. Chen, a citizen who claims to never buy prefabricated vegetables, believes that the price of prefabricated vegetables is high, and she is more accustomed to buying them in the vegetable market, which makes her feel more at ease. Some citizens are also worried about the food safety of cooked food. Some cooked dishes can be stored for at least 12 months in the refrigerator-18. Mr. Feng, a citizen, is worried that this will lead to nutrient loss and food safety problems.
Some salespeople in Shang Chao admitted that the main consumers of cooked food such as boiled beef and sour soup fat beef are college students and office workers, and big families buy very little. She took out a bag of boiled fish fillets and calculated an account: the price of this 350g side dish is close to that of 30 yuan, and the cost performance is not high. "Go to the vegetable market for 20 yuan to buy a fish weighing two pounds, and put some peppers to cook, which is fresh and heavy." No ingredients can be seen outside the package of this prefabricated dish, but the pictures on the outer package are hot and attractive, "suitable for people who want to eat but can't cook."
On the network platform, the sales of prefabricated vegetables are more popular. Kelin, head of Guangzhou area of Box Horse Workshop, said that in Guangdong, for example, the unit price distribution of box horse prefabricated dishes currently ranges from several yuan to several hundred yuan, and consumers are mainly small-sized units. Online sales of prefabricated vegetables are better than offline sales. "Overall, online accounts for 60%, and the demand is higher during the epidemic prevention and control." Daily fried prefabricated dishes are popular, and beef and carrot bamboo rice soup packets are the most popular among consumers in Guangzhou and Shenzhen.
Pupu classifies convenient dishes into 12 categories, such as light salad, braised cold salad and convenient hot pot. A plate of pre-made boiled beef was popular, with as many as 13000 comments, with a favorable rate of 99.82%. Netizens are also very creative, adding ingredients to pre-made dishes according to personal preferences. "Add fish fillets for double spelling, and add their favorite side dishes such as vermicelli, potatoes and cucumbers ... perfect!"
There are pre-cooked dishes on the table.
Although some pre-cooked dishes have a high praise rate, there are still many buyers and netizens who criticize the unstable production of pre-cooked dishes. "Xiangxian Hunan and Jiangxi are not as delicious as before, and the minced pepper and garlic are less than half." "The sliced meat is too thick this time." "Tomorrow is the last day of the shelf life" ...
Miss Lin, a citizen, used to be a white girl. Later, she tried to buy the prepared dishes online and made a crayfish with garlic. After serving, her family was full of praise. After that, as long as there is no time to cook or there are guests at home, Miss Lin will buy prepared dishes. As a "fan" of prefabricated dishes, she also noticed the pain point of unstable production of prefabricated dishes. According to her introduction, take stir-fried beef as an example. When an e-commerce company first launched, it used solid rapeseed oil. The beef was tender and the celery was tender and "really fragrant". Later, with the increase of consumer groups, out of stock often appeared. The quality of the dishes made now is obviously not as good as before-the rapeseed oil is impure, the beef is old and the celery is thick ... but from the perspective of the outer packaging, there is no change, and the price has increased by nearly 10 yuan.
Precast dishes continue to be hot, and at the same time catalyze the development of the industry. According to the data of Tianyancha, the number of related prefabricated vegetable enterprises has increased significantly. Up to now, there are about 67,700 enterprises in China whose business names or business scope include prepared dishes, among which the most new enterprises will be established in 2020, with a growth rate of 20.8 1%. In the past five years, the average annual registered growth rate was 19.3%, showing a steady growth trend. Among them, in 20021year, there were 392 newly registered enterprises1family, with a growth rate of 6.2%. According to the consulting data of Ai Media, it is predicted that the assembled vegetable market in China will maintain a high growth rate of about 20% in the future, and the size of the assembled vegetable market will reach 5165 billion in 2023. In the next six to seven years, China's prefabricated vegetable industry is expected to achieve a scale of more than 3 trillion yuan and become the "next trillion catering market".
This "big cake" has attracted many enterprises to carve it up. The top 100 brands of prefabricated vegetables in China released by Ai Media Consulting in the first half of 2022 show that the number of brands on the list ranks first, with 18 brands on the list, which means that the company is fair and elegant; Followed by Guangdong Province, there are 10 brands on the list, and the representative enterprises are Guolian Aquatic Products and Guangzhou Restaurant.
In addition to the influx of capital, local governments have also introduced policies to guide the healthy development of the prefabricated vegetable industry. Since June 5438+ 10 this year, Guangdong Gaoyao, Zhanjiang, Zhaoqing, Shandong Shouguang, Weifang Zhucheng and other places have publicly stated that they want to build a "cooked food capital". Guangdong promoted pre-cooked vegetables to provincial key development industries and introduced ten measures to promote the development of pre-cooked vegetables industry. On March 24th, the General Office of Guangdong Provincial People's Government issued ten measures to accelerate the high-quality development of Guangdong's prefabricated vegetable industry (referred to as "Ten Precast Vegetables"), striving to cultivate a number of leading enterprises and individual champion enterprises with national and even global influence within five years.
Some insiders believe that bringing local characteristics to all parts of the country is also the development direction of prefabricated dishes. In the past, most localized goods, local snacks, cooking and cooking, due to the limitations of production conditions and supply chain, could only stay in the local area and become delicious food passed down by local people. "With the development of food industry and logistics transportation, it is a development direction of prefabricated dishes to bring local characteristics to all parts of the country through central kitchen production and cold chain logistics transportation." Kelin, the head of Box Horse Workshop in Guangzhou, believes that "to make cooked food products for consumers, we must meet the needs of consumers. Then, according to these needs and commodities, match the appropriate technology and choose better raw materials. This process is the key to the sound development of the prefabricated vegetable market. "
There are all kinds of prepared dishes on the shelves in Shang Chao.
At the same time of rapid development, there are many pain points in prefabricated vegetables which are still in the rough stage because of the lack of industry standards. On April 1 2022, China Cuisine Association announced that the group standard of "Specification for Precast Vegetable Products" led by Guangdong Zhanjiang Guolian Aquatic Development Co., Ltd. met the requirements of project establishment, and the project was approved and entered the publicity stage. Guolian Aquatic Products said that the "Specification for Precast Vegetable Products" declared this time made unified provisions on raw materials, processing technology, packaging, labeling, storage, cold chain transportation, microbial indicators, additive indicators and pesticide residue indicators. Guide enterprises to enter the track of scientific management and standardization.
Ou, Minister of Propaganda Department of China Prefabricated Vegetable Industry Alliance, said: "Prefabricated vegetables are not a new thing. It has been popular in B-end channels such as restaurants and canteens for many years. At present, with the diversification of consumer demand and the catalysis of the epidemic, they are gradually entering the consumer market. " From the perspective of prospect, the market penetration rate of prefabricated vegetables in China is still very low, with reports showing that it is about 15%, which is far from the mature market. With the continuous expansion of market penetration, the future prospects are broad.
He pointed out that "China's assembled vegetable industry is still in the early stage of budding development, although there are good expectations for vigorous development, the market has not yet formed a mature format", and its industry pain points can be summarized as low entry barriers, imperfect standards and uneven quality; Food R&D, supply chain, industrial prefabrication ability and commercialization ability are not efficiently matched, and the homogenization is serious; The price difference of products of the same category is large, and the source of the price difference is unclear; The cost of cold fresh logistics distribution is high, and the timeliness in different regions is uncertain.
On the other hand, consumers' demand for prefabricated dishes is mainly reflected in five points: safety, delicious, affordable, convenient and rich. However, consumers lack the distinction between homogeneous products with the same name in the market, the judgment of the application standards of product scenarios, and the understanding of whether the products have nutritional value and meet the national dietary needs. Therefore, consumers often don't know where to buy pre-cooked vegetables with high quality and low price, so they can't make an objective and reasonable evaluation.
He said, "In view of the problems at both ends of production and marketing, Alliance and Alliance Research Institute will establish a scientific, authoritative, professional and convenient evaluation index system for consumers of prefabricated vegetables in combination with the characteristics of the prefabricated vegetable industry at this stage", aiming at establishing a trust system for consumers from the source to the consumption through digital, transparent and clear evaluation indicators, from the raw material end of the product to the processing end and then to the consumer experience end, and promoting the traceability of the whole link, the links can be quantified and the indicators can be graded.