With the Approaching Spring Festival, the content related to the people's holiday table has been continuously improved. Unlike in the past, this year's pre-made dishes have become the choice Chinese New Year's Eve many people. During the peak season of new year sales, prefabricated vegetable sales are popular, offline supermarkets, online fresh e-commerce platforms have prefabricated vegetable product sales, the major takeaway platforms have also ushered in the peak of prefabricated vegetable orders, some data show that single-platform prefabricated vegetable orders increased by about 70% year-on-year. According to the Baidu index, on January 13, the prefabricated dish search index exceeded 10,0005, becoming the peak in recent years. In the secondary market, the prefabricated cuisine sector at the beginning of the new year also ushered in a highlight moment, on the first trading day of 2022, the Dongcai prefabricated vegetable concept index rose by 6.3%; in mid-January, the "demon stock" Zhangzidao also rose and stopped in three days due to the concept of prefabricated dishes. The prospect of the trillion market continues to mobilize the enthusiasm of the market.
Pre-made dishes are not a new concept. The so-called prepared dishes usually refer to the use of modern standardized assembly line operations, the preparation and production of raw materials for dishes, and then hygienic, scientific packaging of convenient dishes, just through heating or simple processing, can be directly eaten. Around 2010, many domestic chain catering brands have used the central kitchen for unified distribution of pre-made dishes. For example, according to the degree of deep processing and the degree of ease of consumption, the pre-made dishes can be divided into ready-to-eat food, instant hot food, ready-to-cook food and ready-to-do food, after rapid development in recent years, showing a more diverse variety of types, extending from the B-end to the C-end, extending from the first-tier city to the second-tier, third-tier and even the lower-tier cities.
The "out of the loop" of the concept of prepared dishes actually originates from the capital market. In 2021, upstream and downstream enterprises of prefabricated dishes such as Zhenwei Xiaomeiyuan, Three Meals with Ingredients, and Taste Lions have obtained financing. In the secondary market, in April 2021, the first stock of prefabricated vegetables, Suzhou Weizhixiang, was listed, and 10 one-word ups and downs were wildly raised, so that the concept of pre-made dishes entered the vision of investors and the public. According to enterprise investigation data, as of the end of April 2021, there were 72,000 prefabricated vegetable-related enterprises, and the pattern was relatively scattered. According to Shanxi Securities Research Report, the space scale of prefabricated vegetables in mainland China is expected to reach 340 billion yuan in 2021, and the prefabricated vegetable industry is expected to become the next trillion catering market in the next 3-5 years. For the popularity of the market, dozens of listed companies have carried out related layouts, according to the statistics of China Securities News, since November 2021, the interactive platform has asked more than 100 questions about the layout of prefabricated dishes of listed companies, including catering, aquaculture, fruits and vegetables, packaging, etc. How new entrants participate in the blue ocean of prefabricated dishes, O.R.G., a dominant company in the packaging industry, gave its own answer.
Deep ploughing layout of the industry Packaging is not just packaging
In recent years, through the "packaging +" innovative business strategy, O.R.G. has made full use of its comprehensive capabilities in strategic forward-looking research, technology research and development, business model design, upstream and downstream coordinated development in the industry, followed the direction of consumer culture upgrading and the market trend of the FMCG industry, and promoted the integrated service business model while developing its own products, forming a mutually reinforcing development pattern of "packaging + FMCG" that goes hand in hand and complements each other.
Zhou Yunjie, chairman of O.R.G., believes that through the launch of its own brand pre-made vegetable series products and entering the pre-made vegetable market, O.R.G.'s own technical advantages can be brought into play to provide more perfect and high-end solutions for prefabricated dishes, the food industry and metal packaging in various fields, and open up more possibilities. At the same time, through the launch of its own products, the product quality of prepared dishes, especially in the field of canned industry, has been raised to a new height.
Before officially entering the prefabricated vegetable track, O.R.G., as a packaging company, has stopped at packaging in terms of industry deep cultivation. Through years of in-depth development of strategic positioning to "integrated packaging solution provider", the company has accumulated an important first-mover advantage. Filling services have always been one of O.R.G.'s main businesses, and by providing relevant services to a large number of high-quality enterprise customers for a long time, O.R.G. has accumulated a large amount of technical experience and market experience in food and beverage processing. And a few years ago, through the acquisition of Yuanyang Food, Jingrun Food and other capital operations, to fill their own filling business capabilities, but also in the production of its own brand lunch meat, fruit canned, beer and other products, in terms of food and beverage manufacturing capacity is not from scratch.
As far as the packaging business itself is concerned, the company adopts a "follow-up" production layout, follows the production layout of core customers to establish a production base, minimizes transportation costs, ensures the competitiveness of packaged products in terms of cost, and further improves the participation in food and beverage processing, laying a solid foundation for the independent production of prefabricated vegetable products. In addition, as the vice chairman of the China Beverage Industry Association and the China Canning Industry Association, O.R.G. has also made positive contributions to the formulation of standards related to food and beverage processing.
R & D strength blessing New technologies leverage new markets
ORG's prefabricated vegetable products adopt a bowl-like structure in terms of shape, and the bowl in Chinese culture means a rich life, and there is a meaning of family harmony and happiness. The design is not only convenient for consumers to use, but also makes the product more aesthetic and cultural connotations, building a new height for the brand. In addition, the O.R.G. Bowl is not only unique in packaging, but also has a unique inherent technological content.
O.R.G. Bowl adopts coated iron technology in terms of material, which is a composite material formed by bonding polymer film on the surface of chrome/tin iron, which is laminated by melting method, without adhesive, and is suitable for food, beverage, chemical and other uses. The two most important links of coated iron are to avoid the residue of liquid paint in the production process and have no pollution; the other is to have strong corrosion resistance, packaging materials for food and beverages, which have better safety than the same type of products, and have a better effect in maintaining the original taste and nutrition of ingredients.
In terms of R&D capabilities, the relevant person in charge of O.R.G. mentioned that in recent years, due to the shortage of resources and environmental protection requirements, the global canning material industry is undergoing revolutionary major changes. The application of coated iron, coated aluminum and other materials has gradually become the mainstream of developed countries. Under the premise that the technology was blocked, O.R.G. set up a project to develop the technology with the support of the China Packaging Federation, costing about 300 million yuan, and after nearly 10 years of efforts, finally explored a set of laminated iron production processes.
Coated iron technology in the food field of great significance, the food field content is relatively complex, the corrosion resistance requirements for packaging are very high, in the food packaging itself safety requirements, coated iron has a very strong universality, the vast majority of food packaging on the market can be used. And simply through the advanced technology of packaging materials, the shelf life of food can be effectively expanded to one year in the case of 0 anti-corrosion additives. Coupled with the environmental performance, thermal conductivity, light insulation, airtightness and adaptability of special environments of metal materials, ORG has established a unique advantage of entering the prefabricated vegetable track through its own research and development and packaging materials.
From behind the scenes to the front of the stage, highlight the added value of your products
In terms of prefabricated dish selection, O.R.G. in the direction of starting from market demand to maximize its own advantages, the specific selection process has the following considerations: first of all, the selection of "big dishes" with complicated production processes, complex processes, long cooking time and chef skills have increased the user's demand for this type of prepared dish products; secondly, the geographical uniqueness of raw materials, raw materials are limited by the place of origin, and it is difficult for users in different regions to find suitable alternative raw materials Finally, the related categories that can better enhance the added value of products through metal packaging, and ingredients with certain health attributes and ingredients with high quality can enhance the added value of products through metal packaging to a greater extent.
Combining the above points, the products that O.R.G. Bowl took the lead in putting on the market include Buddha jumping wall, millet sea cucumber, flower glue chicken and other vegetable varieties with exquisite ingredients and complicated craftsmanship. O.R.G. Bowl as the brand of ready-to-eat pre-made vegetable products as one of the focus of the company's innovative business strategy of the FMCG category, on the basis of existing products, the follow-up will continue to launch braised ribs, braised balls, taro button meat, chestnut chicken and other new products.
The development of prepared dishes has undergone a process from the backstage to the front of the stage, from the B-end to the C-end. Guohai Securities Research Report shows that the current ratio of B-end to C-end of China's prefabricated vegetable market is about 8:2, and restaurants and other businesses still occupy the majority of prefabricated dishes. And O.R.G. has also gone through the same process, looking at the present, this original market does not seem to have its own brand of products, but many products are behind the scenes of their own products "hidden champions", with pre-made dishes as the entrance to create their own brands. The transformation from "can" to "bowl", including the accumulation of technology and the precipitation of the market.
O.R.G. hopes that in the field of prefabricated dishes, by concentrating superior resources, giving full play to the advantages of characteristic coated iron packaging products, seizing market opportunities, focusing on market demand, going deep into the prefabricated vegetable market, through the layout of its own brand prefabricated dishes, fully embodying and exerting the characteristics of the laminated iron metal cans such as moisture-proof, safe, environmental protection, corrosion resistance, and extrusion resistance, and enhancing the added value of products through packaging differentiation; at the same time, through the launch of products, it can provide the market with more diversified products with innovative packaging as the core. And want to discover diversified partners through products.