For example, Box Horse has put up the signboard that "the semi-finished dishes in the workshop can taste like restaurants in 5 minutes", and there are more than 100 kinds of prepared dishes, including 10 kinds of fried prepared dishes, such as fried beef, fried pork belly with crispy bamboo shoots and boiled duck with bamboo shoots. The reporter saw that each prefabricated dish product is packaged in a unified lunch box, usually with meat as the main material, supplemented by auxiliary materials such as pepper rings, garlic, onions, seasonings and oil bags. The main ingredients and auxiliary materials are vacuum packed, the cooking time is 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.
In AEON, there are stewed pig ears, black pepper beef, spicy crayfish and so on. Among them, stewed prefabricated dishes 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.
Southern Reporter observed that most of the people who stayed in front of the prefabricated dish shelves and were willing to buy prefabricated dishes were young office workers. Customer Mr. Chen said that he usually loves to buy braised pig ears. During the epidemic, he smoked a lot of braised pork at home. "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. "You don't have to peel them yourself, which will save you 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 prepared dishes. Some prepared 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 admit that the main consumers of prepared dishes such as boiled beef and sour soup beef are college students and office workers, and extended families rarely buy them. She took out a bag of boiled fish fillets and calculated the account: the price of this 350g prepared dish is close to that of 30 yuan, and the cost performance is not high. "20 yuan to the vegetable market to buy a fish weighing two pounds, put some pepper to cook, 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 online platform, the sales of prefabricated vegetables are even more popular. Kelin, head of Guangzhou region of Box Horse Workshop, said that in Guangdong, for example, the unit price of box horse prefabricated dishes currently ranges from several yuan to several hundred yuan, and consumers are mainly small families. Online sales of prefabricated vegetables are better than offline sales. "Overall, online accounts for 60%, and demand is higher during the epidemic prevention and control period." Daily fried pre-cooked vegetables are very popular, and stir-fried beef and carrot and bamboo cane 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. Boiled beef, a prepared dish, is very popular, with as many comments as 13000, and the favorable rate is as high as 99.82%. Netizens are also very creative, adding ingredients to pre-cooked dishes according to their personal preferences. "Add fish fillets to make a double platter, and then add their favorite side dishes such as vermicelli, potatoes and cucumbers." ... perfect! "
Prefabricated dishes served on the table.
Despite the high praise rate of some prefabricated dishes, there are still many buyers and netizens who criticize the unstable production of prefabricated dishes. "Xianggan in Jixian County is not as delicious as before, and the chopped pepper and minced garlic are less than half." "The meat is too thick. ""Tomorrow is the last day of the shelf life " ...
Miss Lin, a citizen, used to be a white girl. Later, she tried to buy prepared dishes online and made a garlic crayfish. After serving, her family was full of praise. After that, as long as she has no time to cook or has guests at home, Miss Lin will buy prepared dishes to cook. As a "fan" of prefabricated dishes, she also noticed the pain point of unstable production of prefabricated dishes. According to her introduction, taking stir-fried beef as an example, when an e-commerce company just launched, it used solid rapeseed oil, fresh beef and tender celery, which was "really fragrant". Later, with the increase of consumer groups, there are often cases of out of stock. The quality of the dishes made now is obviously not as good as before-rapeseed oil is impure, beef is old and celery is thick ... but the outer packaging has not changed, and the price has increased by nearly 10 yuan.
Prefabricated dishes continue to be popular, 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, there were 392 newly registered enterprises in 20021year, with a growth rate of 6.2%. According to the consulting data of Ai Media, it is predicted that China's prefabricated vegetable market will maintain a high growth rate of about 20% in the future, and the scale of prefabricated vegetable market will reach 5165 billion in 2023. In the next six to seven years, China's prefabricated vegetable industry is expected to reach a scale of more than 3 trillion yuan and become the "next trillion catering market".
This "big cake" attracted many companies to come and carve it up. The "Top 2022 Pre-cooked Vegetable Brands in China 100" released by Ai Media Consulting shows that the number of brands listed in Shanghai ranks first, with a total of 18 brands on the list, which means that the company is fair and elegant; Followed by Guangdong Province, with a total of 10 brands on the list, representing enterprises such as 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 assembled vegetable industry. Since June 5438+ 10 this year, Guangdong Gaoyao, Zhanjiang, Zhaoqing, Shandong Shouguang, Shandong Zhucheng and Weifang have all 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 the People's Government of Guangdong Province issued Ten Measures to Accelerate the High-quality Development of Guangdong's Prefabricated Vegetable Industry (referred to as "Ten Prefabricated 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 and cooking dishes could only stay in the local area due to the limitations of production conditions and supply chain, and became 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, head of Box Horse Workshop in Guangzhou, believes that "to produce pre-made food for consumers, we must meet the needs of consumers. Then, according to these needs and commodities, we can match the appropriate technology and choose better raw materials. This process is the key to the sound development of the assembled 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. Over the years, they have been popular in B-end channels such as restaurants and canteens. 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 prospects, the market penetration rate of China's prefabricated vegetables is still very low, and some reports show 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 prefabricated 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 difference is unknown; The cost of cold fresh logistics distribution is high, and the timeliness is uncertain in different regions.
On the other hand, consumers' demands for the purchase of prefabricated dishes are mainly reflected in five points: safety, exquisiteness, affordability, convenience and richness. 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, and 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 prefabricated vegetables consumers in combination with the characteristics of the prefabricated vegetables 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, and promoting the traceability of the whole link from the raw material end to the processing end to the consumer experience end of the product, with quantifiable links and graded indicators.