Aunt Qian actively responded to the call of "Guangdong Prefabricated Vegetables Double Festival Marketing Campaign" and made concerted efforts through online and offline channels to bring a new definition of "a good meal" to the public. On December 28, 2021, in order to do a good job in creating a momentum before the festival, telling the story of "food in Guangdong" and promoting the further development of the prepared vegetable industry, Aunt Qian held a media meeting with Aunt Qian in Haizhu District, Guangzhou. At the meeting, Ms. Feng Weihua, general manager of Aunt Qian, and many mainstream media such as Yangcheng Evening News, Southern Rural Daily, Southern Metropolis Daily, Xinhua Net, And Pearl River Economic Station carried out in-depth communication and exchanges on the background, measures, advantages and plans for the layout of the prefabricated vegetable track.
Adhering to the corporate mission of "making every meal fresh", Aunt Qian grasps the new trend of consumption, develops new growth points, continues to lay out the pre-made dish track by relying on the advantages of a large user group, cold chain distribution, strong procurement capabilities and channel sales, and finally realizes the upgrade of the "quality revolution" to the "kitchen revolution".
Favorable policy impact, trillion-level market opportunities
At the meeting, Ms. Feng Weihua, general manager of Aunt Qian, first talked about the background needs of Aunt Qian's layout of prepared dishes. Speaking of "the size of the prefabricated vegetable market is 300 billion yuan. We believe that the potential of prepared vegetables is very huge, will usher in a period of rapid growth, if estimated at a compound growth rate of 20% per year, in the next 6 or 7 years, this market will grow into a trillion yuan scale industry. ”
Prepared dishes are highly regarded, and they also stem from changes in people's consumption habits. According to statistics, after the epidemic, people aged 20 to 40 years old pursue health and quality of life, making them more willing to cook at home. At the same time, modern young people are stressed at work, have less free time, like a simple and fast lifestyle, and pre-made dishes are a good table solution.
Aunt Qian seized the track of pre-made dishes, which was inseparable from the help of the government. In December this year, the Department of Agriculture and Rural Affairs of Guangdong Province took the lead in launching the "double festival" marketing work, making it clear that the "protagonist" of this year is prefabricated dishes. The promotion of the policy will accelerate the layout of prefabricated dishes, including the production end and the channel end, and at the same time drive the development of the upstream agricultural end, help farmers increase income, and promote rural revitalization. Aunt Qian actively responded to the government's call, took advantage of the opportunity to promote the layout of prefabricated dishes, and contributed to the development of prefabricated dishes in Guangdong through the adjustment of stores, supply ends, unmanned cabinets, e-commerce and other channels.
Fresh and healthy is a relentless pursuit
Since its establishment 9 years ago, Aunt Qian has been deeply involved in the community, and currently has more than 3,500 stores in more than 30 cities across the country, serving more than 10 million families and more than 17 million high-quality members. In the face of C-end users, Aunt Qian's research team will develop prepared dishes that meet the daily, holiday and special festivals according to the different needs of users. In the face of B-end users, Aunt Qian will try to innovate the form of group meals that provide canteen lunches, as an extension of the innovation of pre-made dishes, and it is also a new growth opportunity for Aunt Qian in the future.
At the same time, through the efforts of offline channels, Aunt Qian brings the influence of prepared dishes into the family community, so that ordinary consumers can see and touch them in Aunt Qian's stores, and truly feel the freshness, health, convenience, safety and hygiene brought by pre-made dishes. In addition, Aunt Qian's service team learned about consumer feedback and preferences for the first time, so as to develop more grounded and ready-made dishes that can meet their needs.
Aunt Qian's pre-made dishes focus on promoting short-term quality pre-made dishes, so that they can be produced today and will be on the consumer's table tomorrow. Consumers can eat as little as they cook or heat, reducing their processes and solving most of the problems in the consumer's kitchen. At present, Aunt Qian has worked hard for many years to create a strong supply chain, including a complete supply chain system, cold chain distribution system, constant temperature warehouse, etc., to meet the needs of prefabricated dish transportation, strict quality control and quality inspection, and ensure product quality, so that we have sufficient confidence and strength for the fresh health protection of pre-made dishes.
Embracing the ultimate pursuit of "freshness", Aunt Qian has carried out in-depth cooperation with third-party testing agencies such as Hua testing, Intertek, and Kaijixing to ensure the food safety of fresh ingredients and protect the legitimate rights and interests of consumers. On December 24, Aunt Qian signed a strategic cooperation with the Institute of Biology and Medical Engineering of the Guangdong Academy of Sciences to help in-depth strategic cooperation in multiple fields, including prefabricated dishes, including source food safety management, group standard formulation, two-party audit and consulting training, and ultimately ensure the freshness and health of consumers' daily purchase of ingredients.
Our layout in the field of prepared dishes is actually based on the effective combination of "Nissin". First of all, by relying on a strong supply chain to ensure the freshness of ingredients; secondly, the product has the advantage of not adding any preservatives, additives, simple packaging, low cost; finally, through the realization of intelligent order system through science and technology to reasonably recommend store orders, to achieve same-day procurement, same-day sales. Therefore, the pre-made dishes and the persistence we have always insisted on can coexist.
Double Festival is coming, make a "Chinese New Year's Eve meal" for parents
New Year's Day and Spring Festival are traditional Chinese festivals, and Aunt Qian is a people's livelihood enterprise, which is closely related to the lives of ordinary people. Today, Aunt Qian has put on 12 kinds of pre-made vegetable products, and will develop a variety of special pre-made dishes full of New Year's flavor, such as potted vegetables, plum vegetables, pig hands, stewed geese and so on. Aunt Qian actively responded to the call of the Guangdong Provincial Department of Agriculture and Rural Affairs to put forward double festival marketing, and will launch a "one Chinese New Year's Eve meal" marketing campaign at the end of the month, calling on young people to prepare a loving Chinese New Year's Eve meal for their parents and families. At the same time, in addition to the double festival, Aunt Qian will continue to innovate and exert efforts, combined with the trend of catering retailing, and launch more pre-made dishes according to the needs of different groups of people.
All along, Aunt Qian has adhered to the business philosophy of "not selling overnight meat", fundamentally solving the quality problem and achieving a quality revolution. Pre-made dishes are a kitchen revolution that better balances work and family care from the perspective of consumption upgrading and fresh health, and solves the problem of the table.
As a leading brand of fresh food in the national community, Aunt Qian always insists on delivering "fresh, convenient and preferred" ingredients to the tables of thousands of households. In the future, Aunt Qian will uphold the corporate mission of "making every meal fresh", actively exert corporate social responsibility, and use practical actions to promote the deep integration of the industrial chain, supply chain and value chain, and deliver "fresh, convenient and preferred" ingredients to the tables of thousands of households.