Buddha jumping off the wall, pork belly chicken, beef big bone up 190%! Jingdong supermarket posted pre-made dishes report card

With the Spring Festival approaching, pre-made dishes have become a hot spot. On January 9, Jingdong Supermarket announced the development report card of pre-made dishes as a strategic support category in the past year. Data show that in 2022, the turnover of prefabricated vegetables in Jingdong supermarkets will increase by 160%; There are more than 400 pre-made vegetable brands; The overall exposure of pre-made dishes exceeded 3 billion; The compound annual growth rate of users exceeded 50%, achieving high growth for three consecutive years.

Li Ranxin, head of the prefabricated vegetable buyer team of Jingdong Supermarket, said that in 2023, the new strategy of prefabricated dishes of JD.com Supermarket will take "user high-frequency consumption scenarios" and "delicious" as the core starting point, develop prefabricated dishes, and support prefabricated dishes from four aspects: category disassembly, resource tilt, marketing scenarios, and benchmarking.

400 brands and 2,000 dishes, married women are the main consumers

It is understood that Jingdong Supermarket has cooperated with more than 400 pre-made vegetable brands and sold more than 2,000 kinds of pre-made dishes. The annual exposure of prefabricated dishes exceeded 3 billion, covering the echelon of prefabricated vegetable brands such as well-known catering brands, cutting-edge brands, and factory-type brands, and maintained high growth for three consecutive years.

Xiao Nuo, general manager of the fresh procurement and marketing department of Jingdong Supermarket, said that the entry of source manufacturers, cutting-edge brands and catering stores, the support of local governments, the continuous standardization and standardization of the prepared vegetable industry by associations and experts, and the strategic measures of Jingdong's self-operated channels have increased the confidence in the development of the prepared vegetable industry.

The data shows that the compound annual growth rate of pre-made vegetable users in Jingdong Supermarket exceeds 50%. Among them, users in high-tier cities accounted for 67%, and family users accounted for 76%, becoming the main growth force. From the perspective of buyers, women accounted for 55%, married accounted for 74%, and the growth trend of young and single people aged 21-30 is obvious. Women from married households in high-tier cities are the main consumers of prepared dishes.

Buddha jumped off the wall, pork belly chicken, and beef big bone rose 190%, becoming the top three in sales

According to the latest "2022 Prepared Vegetables Annual Consumption Report" released by Jingdong Supermarket, the turnover of pre-made vegetables increased by 160% last year, and has become one of the fastest growing channels for pre-made vegetable sales. In terms of products, "signature dishes" and cost-effective dishes were more popular, and the "signature dishes" such as Buddha jumping off the wall, pork belly chicken and beef bones increased by 190%, accounting for the highest proportion of sales. Among them, Yasui increased by more than 10 times year-on-year, and Zhenwei Xiaomeiyuan increased by more than 3 times year-on-year, leading major brands with breakthrough growth.

At the beginning of 2023, the sales of pre-made dishes in Jingdong supermarkets soared. The data shows that at the Jingdong Supermarket New Year Festival, Haiwen Ming Fuzhou authentic Buddha jumping off the wall gift box, Qiulin Lidaos Harbin red sausage, Guangzhou restaurant Likou Fufo jumping wall pot vegetables, Xibei Xuan noodle village Chinese New Year's Eve rice Yutu Chengxiang custom gift box sales momentum is strong.

Xiao Nuo, general manager of the fresh procurement and sales department of Jingdong Supermarket, said that it will meet the consumption needs of consumers in the two types of family social and one-person food, and vigorously support the five types of pre-made dishes such as signature dishes, snacks, gift box Chinese New Year's Eve rice, home cooking, and simple meals, and increase the user scale of pre-made dishes on a large scale.

In terms of resource support, Jingdong Supermarket has also launched a traffic support moon exploration A and B plan, and carried out marketing activities through various promotions to spread the voice, promote growth, establish user awareness, and create pre-made dishes that explode.

Written by: Nandu reporter Huang Pei