In the past two years, prefabricated dishes have been favored by capital, and in 2022, a number of related stocks have risen one after another. Recently, on the development of prepared dishes, many big coffee in the retail, food and catering industries have spoken out.
Today, let's take a look at the views and trend judgments of these head companies on prefabricated dishes. What will happen to the development of prepared dishes that are optimistic about the food industry, catering industry and retail industry in 2022?
01.
Catering: Xibei will be listed in the future
Pre-made dishes are the future trend of catering
The epidemic has educated consumers to a certain extent, let consumers know that pre-made dishes are not demons, and greatly improved the acceptance of pre-made dishes at the family table.
This laid the groundwork for the outbreak of prepared dishes in the home market. Jia Guolong, the founder of Xibei, is also under the influence of the epidemic and has thoroughly understood the relationship between catering and retail.
In October 2020, Jia Guolong, chairman of Xibei, launched a fully prepared dish brand - Jia Guolong Kung Fu Cuisine, which involves eight major cuisines and more than 30 SKUs, which are centrally cooked by the central kitchen.
Jia Guolong Kung Fu Cuisine is also regarded by Xibei as the core business of the next decade, and the central kitchen built in Tianjin alone will invest 1 billion yuan.
However, selling kung fu dishes in stores in the early days was confirmed by the market to be a bit difficult to work, so at the end of last year, "66 classic Chinese dishes" were launched, with a unit price of 60 yuan, 7 rounds of daily turnover, thousands of people on and off the flow, and a daily revenue of 60,000 yuan.
How can there be such a big change in the same sale of prepared dishes? The core is to produce pre-made dishes in the store with steaming pots, which are the medium with the warmest temperature to carry pre-made dishes.
66 Chinese dishes combined with fresh (pre-made vegetable pot) + ready-to-eat + retail, this "classic cluster" method is naturally more explosive than a single "signature dish" and "explosive dish", and it suddenly explodes among consumers.
Jia Guolong said that it depends on how far to achieve pre-made dishes? Jia Guolong Kung Fu cuisine is to make high-quality prepared dishes.
"In fact, pre-made dishes are made in advance, such as the use of wool vegetables and large pieces of meat in early restaurants, which need to be processed in the back kitchen, and later use clean vegetables and split meat, compared to the former is prefabricated."
"Now the degree of prefabrication of catering will be higher and higher, as long as you want to be bigger and more stable, prefabrication must be the trend of the catering industry, whether it is chain catering or restaurants, are strengthening their own prefabrication capabilities."
"Sibel has tried various forms of fast food before, but the emergence of pre-made dishes is the best way to realize Sibei's vision." Jia Guolong said in an interview with the media.
Jia Guolong also said that in the future, Xibei will choose financing and listing, one is that catering needs cash flow, and the other is that prefabricated dishes need to be made on a large scale, and the scale benefit must have capital to enter.
02.
Channel side: Catering supermarkets become a trend
All food and beverage items are worth redoing
Supermarketing in the catering industry has become a trend. In Hou Yi's view, all the commodities in the catering industry are worth doing again.
First, consumers' spending habits have upgraded.
The post-8090 generation has become the main consumer force in this era. This group of people's recognition of product quality and the recognition of cooking portability are far greater than tradition.
Making long-term (quality period) products into short-term insurance is the advantage of Hema. For example, in Hema's hot pot products this season, a 15-day shelf life lunch meat was introduced, which replaced our traditional application of canned meat.
This simple change increased the value of this luncheon meat by 30% and increased sales several times. In addition, Hema has also continuously strengthened the assets of core industries and increased the proportion of staple dishes.
The second is the cross-border integration of catering and supermarkets.
The drink was mixed with fruit and became the new tea that is prevalent among young people today. In the baking industry, the traditional practice is to simply knead the dough with water, if we add elements such as fruit in the kneading process, the noodles will be different.
The fusion of various Chinese-style Western-style dessert milk teas and various cross-border integrations has given birth to a new series of goods, making catering full of various imaginations. And this is the most core point in the catering supermarket.
The third is the homecoming scene.
This requires the restaurant industry to stand in the dimension of "arriving home" and redefine its system.
If catering enterprises want to go to retail, what problems should they focus on solving?
Hou Yi believes that:
First of all, we must consider what is the demand point of consumers in the process of catering retailing?
Now, simple food processing, now consumers are not recognized. Many consumers can't make dishes at home, which is what we have to do.
After "factoryizing" the dishes that are difficult for families to make, they help consumers to do a good job, and the final taste is similar to that of restaurants.
Some characteristic commodities, the people do not know how to do, through the deployment and integration of spices, can also help consumers do a good job.
Second, the cold chain system, sales form.
All new products, not simply can be sold well, from the introduction of new products to the subsequent market promotion, need more manpower and material resources.
Because the participating commodities are non-standard commodities, the people have not eaten, do not know whether you are good or not. So take the time to do the introduction for consumers, including doing tastings.
Finally, once the product is recognized by consumers, the sales growth is quite stable, and the followed by relatively excellent sales performance.
Overall, this road is still quite long, and it needs good research and design, and one single product per product to do market promotion.
03.
Food end: Prefabricated dishes are a whole industry chain project
It has created opportunities for transformation and upgrading of the food industry
Zheng Simin, secretary of the party committee and chairman of Delis Group Co., Ltd., said: The rise of prepared dishes has created a good opportunity for food processing enterprises to transform and upgrade and re-develop.
"The rise of prepared dishes has created a good opportunity for food processing enterprises to transform and upgrade and redevelop." Weifang is a well-known food processing and export center in the country, and over the years, the export of preconditioned products to Japan, South Korea, Europe and the United States has formed an industrial atmosphere of prefabricated dishes, and has a good industrial foundation for industrial take-off. ”
Zheng Simin put forward his own suggestions on promoting the development of the prepared vegetable industry and helping Weifang become the capital of China's prepared vegetable industry.
First, guide leading enterprises to adhere to the characteristic positioning to avoid vicious competition;
Second, set up special support funds for the brand building of leading enterprises, and promote leading enterprises to participate in the formulation of national prefabricated vegetable industry standards;
Third, vigorously introduce high-end talents.
Hui Zengyu, Chairman of Huifa Food: The prefabricated vegetable industry is a whole-industry chain project.
△ Hui Zengyu
"From the perspective of industry development trends, the future people's vegetable baskets will not come from the field, but from the production and processing workshop of prefabricated vegetables." Hui Zengyu said that in the next 5 years, the mainland can grow into a trillion-scale prefabricated vegetable market, which will exceed 3 trillion yuan in the long run.
"From a seed to a meal of food, the prefabricated vegetable industry is a whole industry chain project, an extension of the industrial chain, supply chain and value chain from agriculture to industry, and an effective way to achieve high-quality and high-value development of agriculture." In Hui Zengyu's opinion.
The production and processing of prefabricated vegetables is also the process of ecological reconstruction of "one, two and three productions", which has become an effective path for the transformation of new and old kinetic energy of agriculture and the realization of high value-added development.
In Hui Zengyu's view, it is preferable to select green ecological agricultural products and local fresh fruits and vegetables from all over the country, and use advanced standardized production technology to process ready-made products such as ready-to-eat, instant heat, instant cooking, and ready-to-match, so as to provide safe, standard, and inexpensive ingredients for e-commerce, hotels, enterprises, institutions, and schools, and then effectively link the industrial chain, value chain, and supply chain, and create a "agricultural base + processing logistics + central kitchen + smart catering" whole industry chain interest community, driving farmers to become rich and prosperous together. Promote the process of agricultural and rural modernization.
It is understood that Huifa Food has completed the research and development of more than 1,000 kinds of prepared dishes, and the full coverage of multiple SKUs is also a conventional way of playing products in the food industry.
It is understood that the mainland's first prefabricated dish has gone to sea, which marks that the prefabricated vegetable industry has an overseas market with a population of 3.5 billion. As a commodity that is just needed, fast-moving and has a high repurchase rate, pre-made dishes have a large upside in the future in the face of the vast domestic and foreign markets.
At last
Let's talk about another topic, will the prepackaged food of the catering and pre-made food branch be a competitive relationship?
Strictly speaking, catering and prepackaged food belong to two completely different industries.
Catering is to provide services for specific consumers at a specific time and in a specific space, essentially a service industry, which provides not only the food itself, but also a specific space and the service experience that accompanies it.
There is a relatively long spatial distance between the products and consumption of prepackaged food, and the restrictions on time and space in the consumption process of prepackaged food are also relatively small, more flexible and larger.
From a business point of view, the profit model of the catering industry and the prepackaged food industry is also completely different.
The catering industry takes restaurant products and services as the core, pays attention to the profitability of a single store, and replicates and expands on this basis; while prepackaged food needs to continuously expand various channels and promote them in the market, so as to promote the sales of products and pursue corporate profits with sales on a scale.
In addition, the cost structure of these two industries is also completely different, the cost of the catering industry is mainly concentrated in the cost of manpower, rent and food; while the cost of prepackaged food, channel cost and online traffic cost are the main components, accounting for a large proportion.
In any case, the development prospects of prefabricated dishes are very good, but the development of anything is not smooth sailing but a twist and turn, in terms of taste quality, standardization, channels, prices and other elements, prefabricated dishes still have a way to go.
Sincerely wish the enterprises walking in the pre-made vegetable road!
Private message Xiaobian preemptively joined the production, supply and marketing industry circle built by the first prefabricated dish media platform, integrated and leveraged industry resources, and quickly seized market opportunities.
Source: Prepared vegetable industry
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