There is still a month left before the Spring Festival of the Year of the Dragon, and it is time to buy New Year's goods. On January 8, Hema officially launched the "New Year's Festival", and limited Spring Festival products such as New Year's dishes, eight-treasure rice, cherries, and New Year's flowers will be launched nationwide. Since nearly 7 percent of users choose to go home or travel for the New Year this year, Hema also plans to launch a supporting service of "New Year's dishes come home first".
According to multiple sources, this year's offline Chinese New Year's Eve dinner reservations have shown a trend of "explosive orders", and semi-finished dishes will still become the main force of this year's Chinese New Year's Eve table. This year's main New Year's dishes promoted by Hema include "pai noodles", large seafood such as king crab and tiger crab, and also pay attention to health - the ingredient list only has seasoning broth, as well as technical blessings, and through process innovation, it makes reheating simpler and more delicious dishes.
（盒马年菜新品：黑松露芝士帝王蟹腿）
Semi-finished New Year's dishes: "high recovery rate" is the key word
Originally an indicator of the company's R&D products, the recovery rate is now used by more and more pre-made food companies to describe the similarity between the taste of pre-made dishes and dine-in freshly prepared dishes. In the recent "Pre-made Dish Recovery Rate Test" led by the Shanghai Food Safety Work Federation, four dishes of Hema won the gold medal, and the black truffle cheese king crab leg was on the list.
As early as the end of December last year, Hema launched the "King Crab Three-Piece Set", which has successfully entered the list of New Year's dishes of many "box area" consumers by virtue of its convenient operation, high recovery rate and 5% discount price lower than the same style in restaurants. Hema R&D and procurement Cai Yugui introduced that king crab has long become a frequent customer on the Chinese New Year's Eve dinner table of domestic consumers, and this year Hema tried to make it into a semi-finished dish that can be restored in 7 minutes for the first time, and there is no similar product on the market, and the difference is significant.
"Retaining the taste and sweetness of crab meat is the key to making king crabs, so it is necessary to wash off the free proteins around the crab meat, replace the salt in the crab meat with different concentrations of sugar water, and then add garlic, black truffle cheese, Hong Kong-style garlic and other accessories, and finally make three dishes corresponding to the three recovery methods of steaming, roasting and stir-frying, each of which is to allow consumers to recover simply." Cai Yugui said.
The differentiated new products are to meet everyone's needs for the Spring Festival, and for some "regulars" on the Chinese New Year's Eve dinner table, Hema has also made technological improvements this year. The core process of this series of products is the original soup freezing technology, which cooks the original soup for 4-6 hours and quickly cools and freezes it to avoid microbial breeding and eliminate high-temperature sterilization, which can not only retain the freshness of the original soup, but also make the ingredient list of the finished product cleaner.
Innovative technology can improve the taste recovery rate of dishes, but in the special scene of Chinese New Year's Eve dinner, the "appearance recovery rate" of New Year's dishes is equally important - Chinese New Year's Eve rice should be delicious and good-looking.
(Added a plating guide to improve the "recovery rate" of the appearance of New Year's dishes)
This year's Hema dish also prepared a "plating instructions" for consumers. "Taking the Dragon and Tiger Leap Banquet as an example, the ingredients use a whole Boston lobster and 6 Amanda tiger crabs, which is a big dish worthy of the C position on the Chinese New Year's Eve dinner table, considering that consumers have the social needs of the Chinese New Year's Eve, we have refined the reheating order and plating standards of this dish, so that everyone can restore the taste of the dish while also restoring its 'appearance'." Hema R&D and procurement Liu Jun said.
The "Let New Year's Dishes Come Home First" service will be launched
(The atmosphere of the Spring Festival is getting stronger, customers pick up New Year's goods at the Hema store)
This Spring Festival, because of "Chinese New Year's Eve work", "return to hometown for the New Year" and other reasons, consumers' demand for Chinese New Year's Eve meals has also changed, and convenience and delivery have become the main needs of consumers for Chinese New Year's Eve meals this year.
Industry data shows that this year's consumer groups who choose to return to their hometowns for the New Year and travel for the New Year will be more than in previous years. According to the Hema survey, 64% of users will return to their hometowns for the Chinese New Year, and 5% plan to travel for the Chinese New Year. In order to allow everyone to cope with the upcoming Spring Festival travel lightly, Hema plans to launch a free shipping service of "let the New Year's food arrive at home first".
In addition, in order to allow migrant workers who Chinese New Year's Eve to work to eat hot Chinese New Year's Eve meals, Hema not only simplifies the reheating method of semi-finished New Year dishes, but also prepares a wealth of finished New Year dishes such as seafood coffee, fried hairtail fish, pork ribs, etc., and prepares the distribution capacity to provide door-to Chinese New Year's Eve-door delivery services for the majority of users in the "box area".