Cover news reporter Liu Xuqiang
The Spring Festival is approaching, not only the pre-made food gift box is selling hot, but the concept of pre-made dishes has also become one of the strongest outlets in the capital market. The plate leader Delis rose up with the wind, and on January 20, it rose and closed again, closing 7 consecutive stops.
The frenzy in capital markets has also raised regulatory concerns. On January 19, the company received a letter of concern asking Delis to explain the basis for setting revenue targets, but it was still difficult to stop the market enthusiasm.
On January 19, the company received a regulatory letter asked to explain the basis for the formulation of the business objectives of the prepared dish business
The cover news reporter noted that at present, there is no pre-made dish business display in the product introduction of the official website of Delis. The reporter called the company in this regard, customer service response, the company's pre-made dishes are currently mainly sold in the form of gift boxes, offline supermarkets, online e-commerce platforms are sold, the main types of braised pork, braised beef brisket and so on. In addition, the company has said that the sales of the company's Spring Festival gift boxes this year are twice that of last year, and the growth in Shandong is particularly obvious.
The reporter found that there are many enterprises that currently lay out prefabricated dishes, but the proportion of business is very small, and enterprises are more to seize this future catering trillion market.
Regulatory attention is hard to stop market enthusiasm
Prefabricated faucets 7 plates
On January 19, the Shenzhen Stock Exchange issued a letter of concern to Delix, asking Delix to combine the company's actual prepared vegetable business and explain the basis for the company's formulation of the 2022 prefabrication planning goals. The regulatory inquiry letter did not dampen the enthusiasm of the market, and on January 20, delice shares touched the limit board within 5 minutes of opening. The board was opened several times during the trading hours of the day, but all of them were completed in a relatively short period of time, and finally, the board closed with a limit.
The company has harvested 7 consecutive stop-and-go boards
Delis full name "Shandong Delis Food Co., Ltd.", a food processing enterprise, has now formed a pig slaughtering, meat products deep processing, quick-frozen conditioning products processing, beef series products fine processing based on the industrial system, the main production and sales of cooled meat and frozen meat, low-temperature meat products, quick-frozen conditioning products.
The company's fire is inseparable from the concept of prefabricated dishes, prefabricated dishes, refers to agriculture, livestock, poultry, aquatic products as raw materials, with a variety of accessories, pre-processed finished products or semi-finished products. Serve with simple cooking. Delis expanded its products such as quick-frozen rice noodles and cut into the pre-made vegetable track. The wind is blowing, and the value is revalued by the market.
The cover news reporter noted that at present, the product introduction of the official website of Delis is still based on traditional meat products, and there is no pre-made dish business display. The reporter called the company's customer service in this regard, and the customer service said that the company's pre-made dishes are currently mainly sold in the form of gift boxes, and are sold in offline supermarkets and online e-commerce platforms, and the main types are braised pork, braised beef brisket, etc. In addition, the company has said that the sales of the company's Spring Festival gift boxes this year are twice that of last year, and the growth in Shandong is particularly obvious.
On January 20, del Lys, the leader of the prefabricated vegetables sector, rose again
Disclose performance targets for prepared dishes
Revenue tripled in two years
The company's surge began with an online conference call on Jan. 10 that gave a large answer to investors' concerns about prepared dishes.
Delis said that excluding low-temperature meat products, the volume of prepared dishes in the narrow sense in 2020 will be more than 400 million yuan. Revenue growth in 2021 is relatively fast, and it is expected that the revenue scale of prepared dishes will be about 1.2 billion yuan in 2022. The company further said that the company's prefabricated vegetable production capacity has not been fully released, and it is expected that in 2022, with the expansion of the outlet and the growth of B-end customer resources, the doubling of prefabricated vegetable revenue is more feasible.
The company revealed that the average gross profit margin of the B-end C-end of the expected output value in 2022 is about 25%, and the net profit margin is about 3%. The level of net profit is slightly lower than that of other brands, one of the main reasons is that customers are mainly oriented to the B-end, and other brands are mainly C-end. The company said the indicator forecast tends to be conservative, more for market share gain. In the next step, the company will open up customers of the national chain of restaurants.
In terms of production capacity, the company's 2021 prefabricated vegetable production capacity is about 30,000 tons, and the prefabricated vegetable production capacity under construction is 150,000 tons, of which the Shandong headquarters has a production capacity of 100,000 tons and has begun partial trial production; in addition, the Shaanxi base's 50,000 tons of prefabricated vegetable production capacity is expected to be put into operation in July 2022, and by the end of 2022, the prefabricated vegetable production capacity will reach 150,000 tons, and it is expected to achieve full production in 2024.
At present, the proportion of revenue is relatively small
Enterprises enter the market to seize the next trillion catering market
The concept of prefabricated dishes "leads the way", the strong market has aroused the attention of investors, and many investors have urgently inquired on the interactive platform. The reporter noted that in addition to Delis, a number of listed companies have recently responded to investors' concerns through announcements or interactive platforms. Including Guolian Aquatic Products, Tongqing Building, Jinling Hotel, etc. In general, the proportion of prepared dishes in the business of each company is small, the climate is not formed, and the overall concentration of the industry is low, and the competition in the industry is more intense.
Not only the head company was questioned, but also the upstream and downstream industry chain companies were also concerned. According to the data of Tianyancha, the number of registrations of enterprises related to prefabricated dishes has shown an upward trend. In 2015, it exceeded 4,000 for the first time, and in 2018, it exceeded 8,000 for the first time, especially in 2020, 12,500 were newly registered, an increase of 9% year-on-year. Related enterprises have sprung up with the rise of prepared dishes.
Many enterprises have laid out pre-made dishes, which is the potential of the market to see the film.
Guohai Securities Research Report pointed out that the current market stock of prepared vegetables is about 300 billion yuan, accounting for less than 10% of the total proportion of ingredients. If it is estimated according to the compound growth rate of 20% per year, in the next 6-7 years, China's prepared vegetable market can grow into a trillion yuan market. If you refer to the Japanese market with a similar Structure to the Chinese diet, the proportion of prefabricated dishes reaches more than 60%, then the scale of the mainland prefabricated vegetable market can reach more than 3 trillion yuan in the mature period, and there is a huge room for development.
According to Shanxi Securities data, the spatial scale of China's prepared dishes in 2021 is expected to be 345.9 billion yuan, an increase of 18.1% year-on-year, and the mainland prepared vegetable industry is expected to become the next trillion catering market in the next 3 to 5 years.
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