Sanyan financial news, in recent years, the earliest Spring Festival is coming in a month, which also brings the earliest "New Year's Vegetable Season" this year. Today, Hema launched the New Year dish reservation, family portrait, Buddha jumping wall, seafood coffee and other C-bit New Year dishes, can be booked on the box horse, which is also the earliest time in recent years, Hema opened the New Year season.
According to the results of the Hema New Year vegetable market research, the current 35-year-old young people are taking over the dominance of Chinese New Year's Eve rice, and this part of the consumer group is more willing to try pre-made New Year dishes, but at the same time, their needs for New Year dishes are more specific and more complex. This year, Hema also "customized" a full set of pre-made New Year dishes around these young people who have mastered the dominance of Chinese New Year's Eve rice.
35-year-old young people "on the top": the acceptance of pre-made New Year dishes has increased, but there are still concerns
The results of the Hema survey show that among the 30-35-year-old respondents, 50% of the respondents are responsible for preparing Chinese New Year's Eve meals by themselves or their loved ones, and 50% are still prepared by their parents. Shanghai has the highest proportion of Chinese New Year's Eve meals prepared by young people, at 52%. As the "most important" meal of the year, young people aged 30-35 hold the dominant power of Chinese New Year's Eve meals, which also reflects that these young people are gradually becoming the pillars of the family, gradually taking over the decision-making power of various large and small affairs from their parents.
Younger consumers are more receptive to prepared dishes. According to the data, 82% of respondents aged 30-35 have a certain understanding of the "New Year meal", and 65% of them are willing to try to buy pre-made Chinese New Year dishes. The Guangzhou-Shenzhen region had the highest percentage of respondents willing to try to buy prefabricated Chinese New Year dishes, at 58 percent, followed by the Beijing area at 57 percent.
It is worth noting that Hema also focused on investigating consumers' concerns about pre-made New Year dishes. Among them, 55% of the respondents' biggest concern about the prefabricated New Year dishes is that "the ingredients are not fresh, there are too many additives and preservatives", in addition, 25% of the respondents believe that the prefabricated New Year dishes "have few localized products and lack local specialties"; some respondents are worried that the prefabricated New Year dishes are "not in line with the picture", and the gap between the seller show and the buyer show is too large.
Consumption upgrade of prefabricated New Year dishes: "write" the demand on the goods
As the people in charge of Chinese New Year's Eve rice are getting younger and younger, they are also influencing the development trend of the New Year vegetable market. Hema found that because the respondents had to prepare an average of 3.3 meals during the entire Spring Festival holiday, not only one Chinese New Year's Eve meal, the respondents had higher requirements for the convenience of prefabricated New Year dishes.
76% of the respondents have the need to Chinese New Year's Eve on social networks, and 80% of them believe that the Chinese New Year's Eve rice is the most important thing, which requires that the New Year dish needs to have a higher appearance.
To this end, the Hema New Year dish has also made targeted preparations this year. In order to simplify the processing steps as much as possible, almost all New Year vegetable products can be simply heated and served. In response to the high-value demand of New Year dishes, the R&D team of Hema has made more efforts from product development to outer packaging. After the reheating, the shape is comparable to freshly fried squirrel fish and hand-bundled braised pork, and it is highly praised for both shape and taste during the New Year dish tasting process. Soup "big dishes" such as Buddha jumping off the wall and flower glue chicken will also be provided with very "photogenic" pots and pans to meet the needs of consumers to "dry" Chinese New Year's Eve rice.
While catering to preferences, we must also solve the pain points. In order to dispel consumers' concerns about the freshness of pre-made New Year dishes, all Hema New Year vegetables are processed and transported in the cold chain, without additional preservatives. Zhang Qian, purchasing director of Hema 3R Commodity Procurement and Marketing Center, said that pre-made New Year dishes need to use good ingredients and processes to attract consumers. The "family portrait" that has been launched, this dish alone gathers high-quality ingredients from 6 regions such as Jingzhou fish cake, Qiandao Lake flower silver carp fish balls, Huizhou knife plate incense, etc., and the price of this dish is 99 yuan, which is not cheap. However, from the experience of hema making pre-made dishes, the current consumer demand for high-quality and price-to-price ratio of pre-made dishes is much higher than the pursuit of low prices, and this is especially true for pre-made New Year dishes.
Ning Qiang, general manager of Hema 3R Commodity Procurement and Marketing Center, said that prefabricated New Year vegetables have always been a special presence in the prefabricated vegetable market. Because compared with ordinary pre-made dishes, consumers' needs for pre-made dishes are more specific and more complex, grasping the needs and solving pain points is the key to prefabricated New Year dishes being seen by consumers, which is also the logic of Hema to make prefabricated New Year dishes.