Running fast and easy to eat, running can not reach the end of the wind outlet

Abstract: There are also many ways to eat, and it is important to be delicious and convenient.

Author: Zhai Cauliflower

All images are from the web

The wind and moon in the world are over, and the roadside food should be tried one by one.

In "Mr. Deca's Letterbox", it is written, "It is cold, and if you want a butter beer, if you don't have it, you will replace it with hot chocolate and cookies, prepare a sausage, and go into the warm baking bed to see Harry Potter." The icy snow outside the window had nothing to do with me, the fire in the Gryffindor common room and the pudding at the banquet, and the soup made by Weasley's mother was enough to warm up all winter."

I think most of my life is spent eating and drinking or busy eating and drinking, and most of the remaining happiness is reflected in eating and drinking. This view is derived from consumer market data, in 2021, the convenience food market will reach a market size of 495 billion yuan, people's consumption in the convenience food category will increase, and more places that reflect happiness can be improved from eating and drinking to shifting from eating and drinking categories and ways to improve.

Convenience food can be subdivided into convenient fast food and other convenience foods, convenient fast food is to speed up people's time to eat, according to CBNData "report" shows that the convenience fast food industry is expected to reach a market size of 250 billion yuan, accounting for nearly half of the fast food market, and the incomplete statistics of Tianyan check show that in 2021, there are 10 financings of more than 1.057 billion yuan.

In the consumer market, the prospects of the convenience fast food industry are very good, but if you only look at the development of the convenience fast food industry from the perspective of a passerby, what will it be?

In the long run, the regional differences in Chinese food have gradually been accepted, and the introduction of foreign meals is the largest expansion of the catering market. From the perspective of the time horizontal line, the change of dining style has become an important factor affecting the market. The comprehensive long-term and horizontal changes, the domestic catering market is also changing, coupled with the irregular demand of the consumer market, it has formed an intricate market situation.

Simply put, people's needs for catering styles and methods are not fixed, such as sometimes I bring my own meals in life, sometimes order a takeaway, and occasionally eat around, but frequently take convenience foods as staple foods or a minority. Of course, it is also the habit of "I" (consumer representatives) to eat once, and the convenience food and the entire catering market form a scale of hundreds of billions and trillions, but in the consumer market, the convenience food industry is very large, even based on the technical factors of vacuum packaging, most of the food in the entire delicatessen market can be classified among them.

Speaking of ready-to-eat, the entire market has great "lazy economy" significance for consumers, after all, ready-to-eat does not need to cook by yourself, as long as you open the package or configure according to the instructions, the time-saving and labor-saving ready-to-eat way is deeply loved by the young people influenced by the home culture. And under the background of the new consumption era, the outlet of ready-to-eat has risen again, and the pattern of the consumer market has once again appeared new chips.

The most straightforward development of convenient fast food is from instant noodles to self-heating food, which has self-heating hot pot and self-heating rice, etc. can already be used as a substitute for instant noodles, and some friends around believe that self-heating food and instant noodles still have a certain difference in consumer demand, most people's demand for instant noodles is a fruit belly, the demand for self-heating food is more to try new, after all, eating hot pot or rice food in another way is indeed extraordinary.

According to Egger agricultural data, the proportion of self-hi pot consumer users aged 18-30 is about 67.7%, of which students under the age of 18 are the main body of the structure, accounting for 23.1%. Under the influence of the Z generation's personalized consumption concept, the more novel items are easier to be disseminated, but the long-term transmission time and quality can not be proportional, compared to the instant noodles that meet the demand for food, self-heating food may be able to occupy a new outlet for consumption in a short period of time, but based on the actual situation, from the price factor, time factor and resident demand factors, instant noodles in front of self-heating food or still called "king".

At this stage, the biggest competitor of instant food is instant noodles and self-heating food, and the outlet of self-heating food is also based on the competition with instant noodle food, but the competition method is not a simple traditional channel to fight, but through the new e-commerce rapid integration into the market.

If you talk specifically about the competition between instant noodles and self-heating food, I think it can be said from the supermarket shelves and live broadcast rooms.

In the new era of consumption, people's consumer demand is still piled up on the Internet platform, live streaming with goods to open a new consumption window for consumers, so that more products can be purchased at low prices and in batches, people who have watched live streaming can understand that food products are generally introduced to consumers in batches in the live broadcast room, such as the original price of a package of 19.9 yuan, the current price of ten packs as long as 9.9 yuan, seemingly exaggerated pricing and activities but still let consumers have consumption impulses.

Self-heating food has captured young people who are keen on impulse consumption in the live broadcast room, which is a major factor in the rapid explosion of self-heating food in the market, but self-heating food has not yet had formal food safety standards, and it has also become an obstacle to its continued upward movement.

Eating self-heating food will find that sometimes the taste of the goods bought is not delicious, just to meet the fantasy of natural food, and even diarrhea, these are because self-heating food is not only in a low production threshold position, but also has not been effectively market supervision.

Different from self-heating food, although the instant noodles that have long passed the vigorous marketing stage lie quietly on the supermarket shelves, based on the factors of familiarity with consumers, many consumers will walk near the shelves of instant noodles when they go around the supermarket, and the bags of instant noodles are bowls and pots that can meet the "small cheap psychology" of consumers, which is very popular with consumers.

Saying that instant noodles lying on the shelves is not a negative live streaming of instant noodles, but in reality, most of the instant noodle consumption links are still carried out on the shelves, and the marketing publicity effect of the live broadcast room is greater, after all, instant noodles occupy the marketing opportunity, and it is difficult for self-heating food to compete from this direction.

If you really want to compare the difference between the two, you probably have to talk about it from the upstream, middle and lower reaches of it.

The upstream of self-heating food is the cost of raw materials including ingredients, self-heating bags and packaging boxes, in addition to the latter two will be higher than the cost of instant noodles, the cost of ingredients is not very high, because the market in the vegetarian self-heating food is more than 15 yuan, meat to reach about 30 yuan or even higher, to be much higher than the original cost, which is probably the result of marketing costs and premiums. The unit price of instant noodles is much lower than that of self-heating food, and the price gap also makes it difficult for consumer demand to continue to rise for new goods.

From the perspective of the midstream, it is an analysis of manufacturers and a technical problem, which is directly related to the taste of self-heating food, food safety and many other issues. Self-heating food lacks supervision and needs to be improved compared to instant noodles.

Finally, the channel is also downstream, the channel problem of self-heating food is the same as that of instant noodles, but the time of instant noodles appearing in the market is much earlier than that of natural foods, so natural foods choose to quickly drain the industry in the form of short video advertisements and live streams, but in comparison, this drainage method is only a temporary traffic resonance, and it is difficult to achieve the results of long-term demand based on hard demand like instant noodles.

When it comes to instant noodles on the shelves, the reason why self-heating food is in the live broadcast room, in addition to the fact that consumer demand cannot reach the same height as instant noodles, the most important thing is that in the self-heating food track, there is no brand that can be a leader.

With the passage of time, many people say that self-heating food is not hot, this is not empty, before 2020, the fire of self-heating food is rising, the market size has begun to rise, and in 2020, due to the impact of the epidemic, the sales of convenient fast food have risen rapidly, but in the post-epidemic era (2021), self-heating food has returned to a state of slow growth, and everyone says that it is not hot, it is not as fast as in 2020.

For the convenience fast food industry, self-heating belongs to the new track, but also belongs to the new category, can occupy the market outlet in a short period of time has been called a successful product cognition into the consumer market, but if you want consumers to have the same understanding of the brand, we must focus on the brand itself.

The definition of convenient fast food is the most basic meaning of its name, both convenient and can quickly eat food, due to the new consumer brands and goods of the fungible too strong, in the new consumer era of personalized consumption trends, all kinds of brands are seeking differentiated competition, on the other hand, under the influence of hype marketing, how to really retain users to meet business development.

Differentiation is from the inside out, the category of self-heating food is very extensive, not only instant noodles, natural foods, such as ready-to-eat chicken legs, chicken wings, spicy strips, potato chips, etc. can be generally classified, after all, in the consumer's strange ideas and cognition, only their own definition is the most accurate to use, then the differentiation at this time is not only the classification of the essence of the product, but the taste is high-quality, exquisite packaging, recognition is more trendy.

The same category of differentiation is one of the new consumption exploration brand continuity, in the author's view, the biggest benchmark for convenient fast food is the conventional catering industry, after all, every time there is a convenient fast food action, there will be less than one opportunity for regular catering consumption, and vice versa. Self-heating fast food benchmark catering is nothing more than the advantages of convenient instant food, but the current catering takeaway market is mainly based on cooking bags more and more businesses, fast meal plus rider delivery fast, the advantage of convenient fast food has been greatly reduced, and conventional catering shops (with chefs) in the taste can be better, so the differentiated change of convenient fast food has been imminent.

On the other hand, now the brand pays too much attention to marketing, deviating from the heart, if only with brand thinking to define the marketing results, it is likely to deviate from the real consumer demand, the current fire of snail powder, ramen, brine and new drinks, etc., are convenient fast food market strong players, but in the end there must be a real run out to a bellwether posture to truly get the recognition of the market.

In general, people have a demand for convenient fast food, but it is not necessary, it is only a substitute for conventional foods, this "most people think so" view is what brands really need to eliminate, and seeking differentiation is one of the feasible ways to form a head brand.