Recently, the emerging Mr. Chen has become obsessed with pre-made dishes. During the Spring Festival holiday, half of his and his wife's table was prepared. After placing an order on the mobile APP or online platform, the dishes are packaged in advance by the store and delivered quickly, and Mr. Sun only needs to simply process the goods after receiving the goods, and he can enjoy a table of delicious food.
At the recent Beijing Winter Olympics, all kinds of "prefabricated dishes" became a feast in the hands of artificial intelligence machines, and attracted athletes, media personnel and volunteers from all over the world to taste and punch cards.
Wen's best pre-made dish product: pepper pork belly chicken
The so-called pre-made dish refers to a finished or semi-finished product that is pre-processed by using various ingredients with auxiliary materials. Consumers do not have to cook their own, directly skip washing, cooking, only need simple processing, plate reheating, can "make" a table of meals.
In recent years, the scale of the mainland prefabricated vegetable market has been expanding. Coupled with the impact of the epidemic, the "home economy" has driven the expansion of prefabricated dishes from supply restaurants to supply families, and gradually entered thousands of households.
Consumer demand brings a big market
In recent years, driven by factors such as the upgrading of consumption in the mainland, the acceleration of restaurant chaining, and the changes in the living habits of the younger generation, the prepared vegetable industry has ushered in rapid development. "In the past two or three years, pre-made dishes have suddenly sprung up in the domestic market and are very popular. This seems to be an accident, but in fact, from the perspective of social structure and the historical development of catering, it is an inevitability. Huang Qirong, general manager of Guangdong Wen's Jiawei Food Co., Ltd., analyzed that the reason why prefabricated dishes are suddenly so popular is that the state has promoted the rapid development of urbanization; second, the main consumption force has gradually switched to the young group after 80 or even 90; the third is the public health safety and food safety of the just need for the current situation. The superposition of these aspects determines the popularity of prepared dishes.
"On the one hand, the catering industry, the chain rate, rent and labor costs continue to rise, driving the demand for B-end to increase, and promoting the rise of prefabricated dishes; on the other hand, the miniaturization of family size, the rise of the "lazy economy", the increase in the proportion of women entering the workplace, the acceleration of the pace of life, and the high pressure of work have led to the rise of family cooking costs and changes in habits; the rise of C-end consumer demand has forced the rise of the prefabricated cuisine industry to show a high boom. At the same time, pre-made dishes eliminate the hassle of food procurement, simplify the production steps, and after hygienic and scientific packaging, and then through cooking methods such as heating or steaming, they can be directly used as convenient specialties on the table. This kind of dish that does not need to be washed and does not need to choose dishes is more and more popular with consumers, especially young people. He Xuele, president of Guangdong BenQ Aquatic Products Group Co., Ltd., further analyzed that in the purpose of consumer purchase, saving time is the main purpose of users to buy prepared dishes, followed by delicious and dislike of cooking. On the other hand, there is a great potential for the development of prepared dishes at the C-end. Since the normalization of the epidemic, the fast-paced life and the intergenerational changes of the family "spoon people" have promoted young people to become the main force of pre-made food consumption.
Driven by the B-end cost reduction and efficiency increase and the change of C-end consumption habits, the market is generally optimistic about this new outlet, and some investment institutions expect that in the next 3 to 5 years, the prepared vegetable industry is expected to become the next trillion-level market. The popularity of this track has also allowed emerging companies with cutting ability to lay out.
BenQ Aquatic's golden soup sauerkraut fish
At present, the production enterprises of xinxing county prefabricated vegetables include Guangdong Wen's Jiawei Food Co., Ltd., Guangdong Benji Aquatic Products Group Co., Ltd., Xinxing County Baiyuan E-commerce Co., Ltd., Xinxing County Jinhe Wei Rice Agricultural Technology Co., Ltd., Xinxing County Yunhan Food Co., Ltd., Guangdong Focus Agricultural Science and Technology Development Co., Ltd. and other enterprises, the output value of the county's prefabricated vegetables in 2021 is about 800 million yuan, and the output value is expected to reach more than 1.1 billion yuan in 2022. The main products are Jiawei Company's four major categories of sauce and brine meat products, conditioning products, leisure products and soup products, BenQ's gin soup sauerkraut fish, Jinhe wei rice self-heating chicken and duck soup, focus agriculture crocodile soup and Yunhan company's bamboo shoots, field snails, etc., of which BenQ's golden soup sauerkraut fish won the 2021 "Cantonese brand" agricultural brand.
Products are sold to RCEP member countries, Hong Kong and Macao and all over the country, of which Jiawei company exports Hong Kong and Macao cooked chicken sales account for more than 20% of the local market share, BenQ grilled fish is currently the largest supplier of grilled fish prepared dishes in China. Guangdong Wen's Jiawei Food Co., Ltd. is the "vegetable basket" production base and processing base in the Guangdong-Hong Kong-Macao Greater Bay Area, BenQ is the "leading agricultural enterprise in Guangdong Province", "Guangdong Province Vegetable Basket Production Base", the first batch of Guangdong Agricultural Products Export Demonstration Base, the first batch of Guangdong-Hong Kong-Macao Greater Bay Area "Vegetable Basket" production base and processing base.
The emerging prefabricated vegetable industry has obvious advantages
"Let the world be drought, half of the harvest here", as the birthplace of the Liuzu culture, thanks to the unique natural environment, Xinxing County has always had a good agricultural planting foundation. Whether it is livestock breeding, aquaculture or the cultivation of characteristic agricultural products, it has the characteristics of scale, intensification and stability, and it has its own advantages for the supply base of high-quality raw materials for prefabricated vegetables. "Coupled with the county government's support for the cause of helping agriculture and integrating the three industries, and the vigorous assistance to related enterprises, a good business environment has been created, so that the development of the prefabricated vegetable industry can be greatly empowered on the basis of the foundation." Huang Qirong believes that at present, the prefabricated vegetable industry is on the cusp, and it is also a stage of rapid development, and the national government and other departments also have relevant policy support, and are also formulating relevant standards for prefabricated dishes. At present, the industry is estimated to have a market capacity of more than one trillion yuan, if there is a breakthrough in the research and development technology level, it is estimated that it can rise to a volume of 3 trillion yuan in the future under the transformation of more dishes.
"Xinxing County is rich in natural resources and is a large agricultural county in Guangdong, with abundant raw materials for prefabricated vegetables. Located in the subtropics, the climate is mild and humid all year round, and it is the famous "hometown of fish and rice" and "town of fruits" in the Xijiang River Basin. The unique natural conditions and geographical environment provide a solid foundation for the development of emerging agriculture, animal husbandry and fisheries. At the same time, Xinxing County, which is "surrounded" by the cities in the Greater Bay Area, is bordered by Foshan and Jiangmen in the southeast, Yangjiang and Zhaoqing in the northwest, and the county seat is more than 130 kilometers away from Guangzhou, more than 120 kilometers away from Zhuhai and Macao, and more than 200 kilometers away from Shenzhen and Hong Kong, which is the "bridgehead" connecting Yunfu City and even Guangxi and the Guangdong-Hong Kong-Macao Greater Bay Area urban agglomeration. The three expressways of Guangming Expressway, Jiangluo Expressway and Shanzhan Expressway have achieved seamless docking, which has integrated the emerging into the "one-hour economic circle" of the Pearl River Delta and solved the worries of logistics and transportation of prefabricated dishes. In addition, Xinxing is adjacent to the Xijiang Golden Waterway, the county seat to Zhaoqing Sanrong Port, Guangdong Inland River No. 1 Yunfu New Port (Liudu Port) are only 60 kilometers, to Gaoming Port 70 kilometers, products and goods through the waterway transportation is also very convenient. The county seat to yunfu city entry and exit freight truck inspection yard is only 15 kilometers, import and export goods can be directly declared through this customs declaration after entry and exit. In He Xuele's view, the emerging development of prepared dishes has inherent advantages.
BenQ Aquatic Products Grilled Fish is currently the largest supplier of grilled fish pre-made dishes in China.
Seize the commanding heights of the industry
The prefabricated vegetable industry links the field of production at one end and the market table at the other end, which is an important starting point for promoting the high-quality development of modern agriculture and food industry clusters and promoting the revitalization of rural industries.
Recently, Xinxing County held a symposium on the high-quality development of the prefabricated vegetable industry, and the leaders of Xinxing County, the responsible comrades of relevant departments and the responsible persons of relevant enterprises gathered together to discuss the high-quality development of the prefabricated vegetable industry in Xinxing County. At the meeting, the participants listened in detail to the development of the prefabricated vegetable industry in Xinxing County, and had a heated discussion on how to integrate the development, coordinated development and sustainable development of the upstream healthy food supply chain, the midstream dish production chain, and the downstream all-scenario consumption chain of prefabricated dishes.
This meeting in the integration of the county's industry enterprises in a first hand of "first hand chess", for the use of the industrial base, seize the industry "commanding heights" to provide opportunities: first, prefabricated dishes currently do not have a unified industry standard, the first industry head enterprises have the first-mover advantage of standard formulation; second, in the field of prefabricated dishes, the consumer education space is still very large, which provides opportunities for shaping emerging prefabricated cuisine brands, from a national point of view, the current regional and even national brands are rushing into the prefabricated cuisine track. For example, Beijing's Quanjude, a well-known "old brand", Guangdong Guangzhou Restaurant and other local brands with universal influence in the local area, while emerging enterprises should seize the opportunity to expand their influence from the region to the whole country, becoming a "big brand" with high recognition in the "new industry" of prefabricated cuisine.
Wen's Jiawei pre-made vegetable production workshop.
"2022 is the year when Wen's Jiawei is positioned as the full launch of the prefabricated vegetable business, and this year will focus on the research and development of native chicken products and the construction of prefabricated vegetable franchise channels to do the work, and at the same time, the production planning will also make corresponding construction supports." Huang Qirong said that looking at the current situation of its own enterprise development, sales channels are a problem that must be faced in the development process, especially how to transform from agriculture to food processing industry. The final product of the breeding enterprise flows to the table of the majority of the people, and the prefabricated dish is the same, but in the process, the prefabricated dish is equivalent to putting the catering industry or the family kitchen in front, so it is not in conflict. "For the majority of peers, we believe that breeding enterprises have resources that can be controlled at the source, which provides advantageous resource conditions for the processing of prepared vegetables, and breeding enterprises can try to join." It is suggested that B-end channels can be jointly developed with catering enterprises, through joint development with e-commerce or franchised channel stores to fight for C-end channels, or joint development among peers to achieve complementary advantages and share channel resources. ”
BenQ aquatic prefabricated vegetable production workshop.
"At present, most of the entire prefabricated vegetable industry stays in the workshop-type production and processing mode; there are fewer enterprises that have reached the production level above the scale; the workshop-type processors only supply a small number of customers, the product is single, and the degree of standardization is low; and the food safety and quality of some manufacturers are difficult to guarantee." He Xuele suggested that enterprises should upgrade and purchase automation equipment to achieve large-scale production, introduce more advanced testing equipment, and formulate a safer production process supervision mechanism to provide consumers with safer and more reliable food, so as to achieve the sustainable development of enterprises. At the same time, we should fully integrate resources, cultivate relevant scientific research talents, strengthen cooperation with scientific research institutions and universities, create an industrial chain of prepared vegetables, ride the wind, take advantage of the momentum, and promote the high-quality development of the emerging prepared vegetable industry.
[Written] Tan laughs
【Source】 Nanfang Daily Xinxing Window
【Author】
【Source】 Southern Press Media Group South + client
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