It is almost the New Year, and many people are beginning to plan how to eat and what to eat Chinese New Year's Eve meal. Recently, pre-made dishes have suddenly caught fire in the "Chinese New Year's Eve rice world". This kind of pre-made dish, also known as lazy people's dish, is to add ingredients to various ingredients, and then pre-processed, and finally made into a finished or semi-finished product. Consumers only need to process it simply or even without processing after purchase. This Spring Festival, what dishes are the hottest and who will buy them?
Pre-made dishes on the eve of the Spring Festival are highly sought after
Hard dishes such as Dongpo meat and chicken are no longer difficult
Chinese New Year's Eve rice is usually a big dish, with pre-made dishes, cooking this Spring Festival is no longer a difficult task. Delicious foods that used to be eaten only in long-established restaurants and restaurants in the region can now be found online. So why would you choose pre-made dishes?
Mr. Liu, a citizen of Changchun, gave this answer: "During this time, the work is very busy, there is no time to buy vegetables to cook, so I order these dishes from the Internet, which is fast and convenient, and the taste of the dishes is good." ”
△ A merchant in Chengdu, Sichuan Province, launched the "Chinese New Year's Eve rice" pre-made dish
This year, the reporter observed that many long-established brands have joined the track of prefabricated dishes. Taking a long-established brand in Zhejiang as an example, before the festival, the store was filled with big red gift boxes like a hill: Dongpo meat, sauce duck, oil braised spring shoots, called flower chicken... Prepared dishes with unique local characteristics are collected and only need to be taken home and simply processed to prepare a table Chinese New Year's Eve meal.
Some customers said that they bought braised tenderloin here the day before and thought it tasted good, so they came to see it again, "Now this thing is more popular, and it is more labor-saving to make." ”
A long-established clerk told reporters that in order to make customers easily cook a table of good dishes to entertain relatives and friends, this year the store launched a total of more than 20 Chinese New Year's Eve lunch gift boxes and more than 30 kinds of single dishes, the price ranges from tens of yuan to hundreds of yuan, the average daily marketing amount can reach more than 10,000 yuan, and the goods have to be replenished several times a day.
Consumers are mostly young people
Hometown flavor and foreign dishes can appear on the dinner table
Who are the people who are keen to buy prepared food? Yang Jun, head of a restaurant and hotel in Jilin Province, told reporters that the consumer population is mostly after the 80s and 90s who cook on weekends, and convenience is the primary reason for attracting users to buy, and cost performance is the core factor affecting user purchases.
Yang Jun said: "The semi-finished consumer population is basically after 90, in fact, it is similar to spending money outside, and it can be eaten directly when sent home." ”
△ A pre-made dish launched by a merchant
In addition, from the perspective of online shopping, the purchase of pre-made dishes is not only to buy hometown flavor home, but also a large number of consumers choose to eat national cuisine by purchasing pre-made dishes.
Yuan Jingying, a staff member of an e-commerce platform, said: "Consumers in northern provinces and cities such as Beijing, Shandong, Hebei and Liaoning provinces have also chosen to consume prefabricated dishes this year, which may come from Cantonese cuisine, Zhejiang cuisine, Su cuisine, etc., which all appear in the form of pre-made dishes on the Chinese New Year's Eve dinner table of northerners." ”
Prefabricated dishes have received tens of millions of financing
Experts: The development space still needs to be tested by the market
At the beginning of this year, consumers showed unprecedented enthusiasm for "prepared dishes". According to the statistics of fresh data of an e-commerce platform, the overall sales amount of prefabricated dishes in January this year has exceeded 10 million, an increase of about 94% year-on-year.
From the perspective of the capital market, unlike previous years, the concept of pre-made dishes has become one of the hottest tracks this winter. From 2020 to 2021, there were 23 financing incidents in the prefabricated vegetable track, and the financing amount was basically between 10 million yuan and nearly 100 million yuan.
△ Consumers are shopping for "Chinese New Year's Eve rice" prepared dishes
Gui Haoming, chief market expert of Shenwan Hongyuan, analyzed: "From the perspective of the market, prefabricated dishes have the characteristics of scarcity, novelty and creativity. But herein lies the question – from now on, can the prefabricated vegetable industry open up its development space? Some people also predict that prefabricated dishes have trillions of market potential. ”
However, Gui Haoming also reminded everyone that prefabricated dishes are too highly speculated by capital or there is also a possibility of correction, and consumers need to be cautious if they invest. "In terms of Chinese habits, there may also be a process for young people or Chinese families to accept pre-made dishes on a large scale and universally. Therefore, how likely the space for prepared dishes is still needs to be tested by the market. ”