On August 27th, Master Kong (00322.HK) released the interim results report, showing that the revenue in the first half of the year was 32.934 billion yuan, up 8% year-on-year. The net profit attributable to shareholders was 2.38 billion yuan, a year-on-year increase of 58.37%. Net profit reached a record high in the same period.
On August 7, the interim results announcement issued by Uni-President 00220.HK also showed that the revenue in the first half of 2020 was1181700 million yuan, a year-on-year increase of 3%; The net profit was 65.438+0.65 billion yuan, a year-on-year increase of 6.8%.
The surge in performance is related to the outbreak of housing demand during the epidemic.
ECdataway e-commerce data shows that during the epidemic period in 2020 (65438+1October 24th-February 20th), all sub-products of quick-frozen food increased significantly year-on-year.
In terms of total sales, on Tmall platform, seafood balls increased by 1.675%, instant noodles increased by 57%, jiaozi and stews increased by 78%, instant hot pot increased by 1.44%, meat products increased by 264% and glutinous rice balls increased by 60%.
"The epidemic has also accelerated the cultivation and penetration of convenience foods into consumer habits, and it is expected to continue to meet the more diversified needs of emerging consumer groups after the epidemic, thus achieving faster development." Guosen Securities said in a research report released in June this year.
Category expansion
The latest trends can also be seen from the latest semi-annual report released by the industry giants.
The second page of the semi-annual report of Uni-President Enterprise is a publicity page made by traffic star Sean. What Sean is holding in his hand is the new brand "Open Kitchen" promoted by Uni-President in the first half of this year. Information shows that this is a high-end instant rice. In Tmall flagship store, the price of four boxes of instant rice of this brand is as high as 99 yuan RMB.
It can also be found in the semi-annual report of Master Kong that the growth of new convenience food business seems to have become the catalyst for the growth of Master Kong's performance in the first half of the year.
Among them, the ultra-high-end noodle business with e-commerce, convenience stores, boutique supermarkets and other modern channels has achieved rapid growth in sales. The main product of this business "Su Su Da Noodle Restaurant" was launched at the end of 20 18.
In addition to the old giants, the addition of new brands has further enriched the categories.
Lamian Noodles, a new brand, said that Lamian Noodles, an online celebrity dolphin bone, had a monthly sales volume of over 70,000 according to the data on August 28th.
By combing, we can find that the convenience foods recently introduced are more subdivided and high-end.
Shen Meng added, "SMEs have no advantage in the scale of production capacity, so they choose to develop into high-end categories with low competition intensity and high added value."
"Due to the innovation of Internet e-commerce and the acceleration of express logistics, more and more convenience foods are on the market. Under the guidance of the spread of online celebrities and short video live broadcasts, a new generation of' more delicious and higher quality convenience food' has set off and sent it to the homes of thousands of young people by express delivery. " Sun Wei said.
Online celebrity brands stand out.
The new forces have risen.
In August, Wang Zhengqi, the founder of the self-heating hot pot brand "Mo Xiaoxian", told the media that the sales of its self-heating hot pot and hot and sour powder products on the e-commerce platform have increased several times, and it is estimated that the sales this year will reach 800 million.
"Compared with February and March, the current sales volume has indeed declined. However, it is still higher than last year. " It told the media that the number of users of self-heating hot pot is about 654.38+0 billion. If the ideal number of users is 400 million, there is still a lot of room for growth.
Zhang Tianyi, founder and CEO of Baman Rice Noodle, also said in August this year that the epidemic was just an accelerator, which enhanced consumers' awareness of fast food. The essence is that in the fast-paced life rhythm, people's demand for delicious, convenient and healthy convenience food has increased.
Capital has also emerged in the field of new convenience foods.
Eye of the Sky survey shows that in May, cannibals received tens of millions of A-round financing, while Shiguo received more than 1 billion yuan in B-round financing and Mo Xiaoxian received tens of millions of A-round financing.
In addition, Baijia Food also received Series A and Series B financing in February and June this year, which were 1. 1 billion RMB and nearly 200 million RMB respectively.
Moreover, this new convenience food brand has its own style of play.
Guo Xin Securities mentioned in the report that in addition to high-end categories, such online celebrity brands also pay attention to creating the explosion effect of online celebrity categories.
In terms of marketing methods, such brands attach great importance to online marketing. According to media reports, in June+February of 5438 last year, Zihaiguo found Aauto Quicker's "A Brother with Goods" and Simba delivered the goods live, and sold it for 50 million in more than 20 minutes. In June this year, Simba returned to her debut and cooperated with her, claiming that her pot sold 5 million barrels. Subsequently, the self-proclaimed pot also made the topic of "self-proclaimed pot accompanying Simba to return to the first show to break through one billion" and started the secondary marketing.
However, this style of play is easy to imitate. Master Kong mentioned in the semi-annual report that in the middle and late period of the epidemic, consumers' demand for home consumption increased. Master Kong released micro-videos through social media to interact with consumers, focusing on promoting creative food and attracting more young people and family consumers.
Regarding the status quo of the sudden emergence of a new talent in convenience food, Shen Meng believes that the convenience food industry is constantly divided. On the one hand, it is a traditional convenience food with stable performance; On the other hand, the convenience food in the network era, driven by network celebrities, has soared rapidly. However, it said that the former has a good development foundation, while the latter is fiercely competitive and not solid enough, and it is likely to become a meteor. "Just like the mud biscuits of that year, they were all the rage and soon disappeared." Shen Meng said, for example.
Based on this, some online celebrity brands have shown signs of taking root in the industrial chain.
On August 18, at the brand cooperation conference between Liuzhou and Li Ziqi, Li Ziqi brand said that it would invest and build a factory in Liuzhou, and continue to further promote the taste research and development, quality traceability and raw material quality control of snail powder, so as to help agriculture help the poor.
Guosen Securities mentioned in the research report that the domestic convenience food industry was 450 billion yuan in 20 19, and it is expected to reach 630 billion yuan in 2025 if calculated according to the compound annual growth rate of 6%.
In the huge potential market, the convenience food market will continue to compete fiercely in recent years.