Since the first half of 2020, China's catering industry has entered a state of shutdown due to the epidemic, but the halogen products market has still shown a growth momentum, and brands have opened an expansion model. The data shows that the scale of China's halogen products industry will reach 329.6 billion yuan in 2021, with a compound growth rate of 12.3% from 2018 to 2021.
Ai media consulting analysts believe that with the improvement of national living standards and consumer demand, the consumption scenario and scope of halogen products continue to expand, promoting the further development of the industry, and it is expected that the scale of China's halogen products industry will reach 405.1 billion yuan in 2023. ("Ai Media Consulting | 2021 China Halogen Products Industry Research Report" full HD PDF version of a total of 47 pages, you can click the report download button at the bottom of the article to download the report)
Core ideas
Market size: China's halogen products market size of about 329.6 billion yuan in 2021, is expected to reach 405.1 billion yuan in 2023
In 2021, the market size of China's halogen products will be about 329.6 billion yuan, an increase of 15.0% year-on-year, and the scale of the catering and leisure halogen products industry will be 179.2 billion yuan and 150.4 billion yuan respectively. With the continuous improvement of national living standards and the expansion of consumer demand, the consumption scenarios of halogen products are increasing, promoting the further development of the industry, and it is expected that the scale of China's halogen products industry will reach 405.1 billion yuan in 2023.
User survey: More than 90% of Chinese consumers consume and like halogen products, and the prospect of new consumption of halogen products is broad
According to the survey data, China's halogen product consumers are relatively scattered in the distribution of consumption frequency, from 3 times a year and below to 4 times a month or more, of which more than 50% (53.5%) of consumers buy 2 times or more per month. Ai Media Consulting analysts believe that halogen products are generally loved by consumers, and some consumers have a high frequency of purchase, but there are still some consumers whose needs have not been met. In the future, new consumer halogen products enterprises that meet consumer needs and launch innovative products will have a broader incremental market space.
Trend analysis: Digital transformation helps the development of China's halogen products industry and enhances the core competitiveness of halogen products enterprises
The halogen products industry involves many levels, long chains, frequent communication, in order to achieve the goal of cost reduction and efficiency, the digital operation capabilities of enterprises need to be improved; enterprise growth brings about the problem that it is difficult to achieve refined management of internal information in various links, reducing operational efficiency and lagging behind in response to market changes. In the new era, halogen products enterprises through digital transformation, the integration of various forms of information in the industrial chain, improve the management level and execution, is the current development trend of the halogen products industry.
The following is an excerpt from the report:
Drivers of China's Halogen Products Industry in 2021: Policy Guidance
In recent years, China has strengthened its all-round support policies for food consumption, giving clear guidance in terms of promoting consumption, leading the development of new consumption, improving the quality of animal husbandry development, promoting food science and technology innovation, developing cold chain logistics and promoting the healthy development of the food industry. Ai Media Consulting analysts believe that the national support policy for food consumption has been continuously strengthened, which is conducive to the healthy operation and development of the halogen products industry.
Drivers of China's Halogen Industry in 2021: Technology Empowerment
With the general increase in the level of national income and the arrival of consumption upgrades, the Generation Z group has become an important force in the consumer market. According to the survey data, in 2020, 37.3% of China's Gen Z people often buy fast-selling foods, and 34.0% consume halogen products in the purchase of fast-selling foods. Ai Media Consulting analysts believe that innovative and differentiated halogen brands will be more attractive to the Z generation group.
The development of the halogen products industry is inseparable from the help of technological upgrading, the mature application of the cold chain transportation system has promoted the standardization and scale of the production end of the halogen products industry, extended the shelf life of the products, and expanded the reach of the retail end; the packaging upgrade has accelerated the multi-channel development of halogen products, the process of online and offline integration, providing a basis for the realization of prefabricated dishes and other forms, and obtaining new consumption growth opportunities for the retail end in the normalization of the epidemic.
Market size of China's halogen products industry in 2018-2023
According to data from iiMedia Research, the scale of China's halogen products industry will reach 329.6 billion yuan in 2021, with a compound growth rate of 12.3% from 2018 to 2021. Ai media consulting analysts believe that with the continuous improvement of national living standards and the expansion of consumer demand, the consumption scenarios of halogen products are increasing, promoting the further development of the industry, and it is expected that the scale of China's halogen products industry will reach 405.1 billion yuan in 2023.
China's halogen products industry chain in 2021: enterprise situation
According to the data, as of 2020, the total number of registrations of halogen products-related enterprises in the mainland has exceeded 120,000, and the overall registration volume of halogen products-related enterprises in China from 2011 to 2020 showed an upward trend, with new growth from 2015 to 2020, with a compound annual growth rate of 26.4% during the period. Ai Media Consulting analysts believe that a large number of new enterprises have poured into the market, which continues to inject impetus into the development of China's halogen products industry.
Industrial map of China's halogen products industry
The new consumption model of China's halogen products industry in 2021
China's halogen products industry mainly has two categories: leisure and meals. Leisure and meal halogen products in the domestic business history is long, products and tastes with the evolution of the market gradually determined, enterprises in direct operation, franchise or a combination of two ways of operation, wide coverage, consumption is many. New consumer halogen products have gradually emerged in recent years, taking the halal goose as an example, differentiating in representative products, main tastes and business models, and innovatively launching a pre-made dish model to lead the development of the halogen products industry.
Portrait of China's halogen product consumers in 2021
In 2021, more than 90% of Chinese consumers have purchased and liked halogen products
According to the survey data, 96.6% of consumers have purchased halogen products, of which 43.9% of consumers said they liked it very much, and 48.4% of consumers said they liked it. Ai media consulting analysts believe that halogen products are rich in types, tastes, convenient to buy, widely applicable to the scene, liked by most people, and the unit price is generally low, the public can generally accept, so the number of halogen products consumers is larger.
In 2021, Chinese halogen product consumers prefer a variety of tastes
According to the survey data, the favorite of Chinese brine product consumers is the spicy taste (61.3%), followed by the spicy (51.0%) taste. Ai media consulting analysts believe that the traditional halogen products to spicy, spicy as the main features to attract consumers, as consumers on the taste of halogen products tend to diversify, sauce, fresh, salty and other taste preferences are more than one-third, the main sauce, fresh, salty flavor of the new consumer halogen products enterprises have the opportunity to open up a subdivision track.
In 2021, Chinese consumers of food-accompanied brine products prefer community stores and pre-made dishes
According to the survey data, the proportion of consumers who consume brine products in business districts and around the community is basically equal. When consuming around the community, the proportion of people who chose to pack in community stores was the highest (78.9%), followed by self-heating of prepared dishes (52.4%) and dine-in in community stores (41.5%). Ai Media Consulting analysts believe that compared with takeaway, the quality and safety of community store food and prepared dishes are more secure, meeting consumers' demand for healthy and high-quality catering.
China's Leisure Brine Case: Tasteless Food - Development History
Founded in 2005, Absolute Taste Food is a company with the production and sales of leisure halogenated food, as well as the operation and management of the chain franchise system as its main business, and is a leading brand of modern leisure halogen food chain enterprises in China.
Chinese food brine case: Ziyan Baiwei chicken - industrial chain
Ziyan originated in Sichuan, the company's products are based on the taste of Sichuan brine, blending Cantonese, Xiang, Luzhong flavors, mainly positioning to accompany food consumption. The company from the upstream of the industry to the downstream layout, in the raw materials end with Wen's shares and other leading enterprises cooperation, the supply chain to meet the requirements of the day or the next day, downstream channels to form a nationwide more than 4300 plus stores based on the diversified marketing network, in the industry to establish a certain advantage.
China's New Consumption Of Brine Case: The Yellow Goose – The Development Process
Wuzhi Halogen Goose is a new consumer enterprise focusing on chaoshan brine category, the main business is food industry, chain community stores and prefabricated dishes three major sections, with 2 food processing plants and more than 250 chain community stores, pre-made dishes have achieved domestic first-line e-commerce platform online and export trade breakthroughs. At present, the valuation of the yellow goose is hundreds of millions of yuan.
China's new consumption of brine case: the salt goose - industrial chain
In the early stage of development, the company has deeply cultivated the supply chain integration, continuously laid out the precipitation, and now realized the supply chain system integrating professional research and development, first-class quality control and standardized production, and developed the business of prefabricated dishes. After four years of practice, the community store was finally aimed at the community economy, and in 2020, the community store was officially used as a large-scale development store type to meet the consumption demand of brine cooked food in scenarios such as the community family table and one-person food.
China's new consumption of brine case: the salt goose of the thing - the recent situation of operation
Development issues and trends of China's halogen products industry in 2021
(1) Three major limitations of the development of China's halogen products industry in 2021
1. Food safety issues:
The market concentration of China's halogen products industry has always been low, and the market is highly fragmented. Even the giant enterprises of halogen products have also exposed food safety problems, and the rest of the enterprises are more difficult to ensure their quality, and food safety problems will hinder the long-term development of the entire industry. New consumer halogen products enterprises such as the yellow goose, through the integration of the supply chain system, from all aspects to ensure food safety, to promote the healthy development of China's halogen products industry and the improvement of the industry standard system.
2. Channel expansion problems:
The business model of China's halogen products industry is mainly direct operation and franchise, which brings high management costs and slow expansion, and franchise may bring about damage to brand reputation and high maintenance costs. Each leading enterprise is exploring a new path in line with future development in combination with the company's own characteristics. New consumer halogen products enterprises such as the yellow goose, through the pre-made dish model to promote the meal brine products to online and supermarkets, etc., so that the downstream channel expansion is more convenient, product quality is more secure.
3. Diversification of consumer demand:
The leisure and meal halogen products market space is vast, only the leisure brine duck products market has given birth to three listed companies, but consumers' demand for the types and tastes of halogen products is diverse, and brands that occupy the minds of consumers with a single product will always touch the bottleneck of rapid growth. In recent years, the vertical segmentation of China's halogen products industry has attracted the attention of the capital market, and new consumer halogen products enterprises will achieve more rapid growth.
(2) The development trend of China's halogen products industry in 2021
1. Product segmentation: The status of traditional halogen products is firm, and new consumer products open up new tracks
With the upgrading of consumption structure and the promotion of capital power, many new consumer brands have emerged in the halogen products market, including Chaoshan brine goose, cold pot skewers, prepared dishes and hot brine snacks. Traditional halogen products are rooted in the mass market, have a long history of operation, wide retail coverage, and leading enterprises have emerged in the industry; new consumer brands are positioned in vertical market segments, attracting people to consume with new products, new tastes and new experiences. The traditional halogen products market and the new consumer halogen products track will jointly promote the growth of the market scale of China's halogen products industry and accelerate the process of branding.
2. Channel expansion: The number of offline stores is expanded, and the online channels are multi-line layout
Traditional halogen products leading enterprises are intensively opening offline sales outlets, based on the surrounding areas of the community, and reaching cooperation with supermarkets, convenience stores, catering venues and other channels, some new consumer brands will open halogen product stores into shopping malls, expanding the offline consumption scene; in addition to online shopping e-commerce, the rise of live e-commerce, community fresh e-commerce has allowed halogen products companies to see new drainage and transformation opportunities, aiming at the consumption potential of the new generation of young groups. The expansion of industry channels is conducive to the improvement of the market concentration of leading enterprises and the development of vertical market segments, jointly promoting the prosperity of the industry.
3. Digital empowerment: promote digital construction and enhance the core competitiveness of halogen products enterprises
With the intensification of industry competition and the management problems brought about by the growth of enterprises, the internal involvement of many levels, long chains, frequent communication, and it is difficult to achieve refined management of information in each link, which reduces the operational efficiency and lags in responding to market changes. Based on big data and digital operation in the new era, halogen products enterprises integrate various forms of information in the industrial chain to obtain more advanced digital operation capabilities, thereby improving management level and execution, and achieving the goal of cost reduction and efficiency improvement, which is the development trend of the current halogen products industry.
4. Focus on Generation Z: In the era of consumption upgrading, Generation Z has become the main consumer force in the halogen products market
Generation Z group has become the main force of new consumption that cannot be ignored, and the consumption concept is different from that of traditional groups, paying more attention to the immediate satisfaction of personal needs, and pursuing new trends and high quality. Under the background of consumption upgrading, the new consumer halogen products represented by the yellow goose are provided with healthy and high-quality fresh brine products through iterative innovation, and pre-made vegetable products are launched to meet the consumption needs of brine cooked food in scenarios such as community family tables and one-person food.
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