This article was first published on the WeChat public account "Chen Liangzui Agriculture and Animal Husbandry Food Strategy", and more exciting content can be viewed on the official account.
Prefabricated vegetables are connected to the production area, the market at one end, the production at one end, the consumption at the other end, the farmers' income increase, and the market supply at the other end, the prefabricated vegetable is the extension of the industrial chain, supply chain and value chain of agriculture to the industry, and it is a new format for the deep integration of primary, secondary and tertiary industries, and a new channel for farmers to increase their income and get rich "one after another", which is of great significance for promoting the integrated development of rural industries and industrial revitalization.
The opportunities in the prepared food market are huge
In recent years, under the promotion of new consumption forms and the repeated impact of the epidemic, prefabricated dishes with advantages such as convenience, speed and variety have continued to become popular in the market, and the scale of the mainland prefabricated food industry in 2021 will be 345.9 billion yuan.
In the post-epidemic era, driven by the "stay-at-home economy" and the development of cold chain logistics and chain catering, the prefabricated food market will continue to heat up, with a compound growth rate of 13% in the next five years, and the overall market size of prefabricated food is expected to exceed one trillion yuan in 2026.
In March 2022, Guangdong Province issued the "Ten Measures to Accelerate the High-quality Development of Guangdong's Prefabricated Vegetable Industry", which is the country's first provincial-level prefabricated food industry policy, and then in May 2022, the General Office of Guangdong Province announced the list of members of the Joint Conference on the High-quality Development of Guangdong's Prefabricated Vegetable Industry, and Guangdong is the first province in the country to establish a provincial-level joint conference system in the field of prefabricated food.
In April 2022, Weifang, Shandong Province issued the "Three-Year Action Plan for the High-quality Development of the Prefabricated Vegetable Industry in Weifang City (2022-2024)", and in October 2022, Henan Province formulated the Action Plan for Accelerating the Development of the Prefabricated Vegetable Industry in Henan Province (2022-2025), which set off a boom in the development of the prefabricated food industry across the country, marking the development of prefabricated food from a single market drive to the multiple influences of government guidance, macro control and micro promotion.
The introduction of the policy will also play a more positive guiding role in the organized and systematic development of the prefabricated food industry.
The demand for the C-end is strong, and the pre-made dish gift box is selling well
In recent years, C-end customers have strong demand for pre-made dishes, and pre-made Chinese New Year's Eve meals continue to be popular and favored by consumers.
During the Spring Festival this year, the sales volume of the mainland prefabricated vegetable market has exceeded 100 billion yuan, and East China, South China, North China and large and medium-sized cities across the country are the main sales areas.
Major prefabricated food brands have launched New Year's gift box products in line with the trend, and fish prefabricated dishes represented by sauerkraut fish and grilled fish are widely welcomed by consumers. Listed companies such as Anjing Food, Longda Food, and Shuanghui Development have launched prefabricated food gift boxes.
In addition to the hot market, the brand building of prefabricated dishes in the production area is also hot. Many regional public brands of prefabricated dishes such as Luwei Haopin, Lanxiang World, Shishang Qingdao, Shunjianghai, Yanghu Wujia Cuisine have been launched, and the corresponding prefabricated food raw materials and products are constantly updated.
With strong market demand, how can the government seize the opportunity?
How can government departments make good use of the new track of prefabricated dishes to seize the layout?
The first is to lay out in advance and seize the tuyere. On this basis, local government departments need to closely follow the national "wind direction" for industrial layout, and use policy dividends to support and enhance the "policy support" of regional public brands of local agricultural products.
The second is channel development and deep cultivation across the country. Under the comprehensive upgrade of prefabrication, the regional public brands of traditional agricultural products have presented new packaging and branded products to consumers, which has further enhanced their "brand expression" and made young consumers more recognized.
The third is to do a good job in publicity and promote products. Government departments can upgrade in the form of traditional regional public brand conferences and promotion meetings, and try to create new models such as "prefabricated regional public brand tasting meetings".
To build a regional public brand of prefabricated dishes, it is necessary to give full play to the advantages of the local specialty food industry, and build a regional public brand of prefabricated dishes by calling for local specialties, so as to form a pattern of "food brands integrated into prefabricated food brands".
The regional public brand of prefabricated vegetables is not only a new way for the regional public brand of traditional agricultural products to "remodel", but also a "super carrier of agricultural and food links" in the future.
Traditional agricultural products have directly evolved into the food of the people's table through prefabrication, and have completed a comprehensive upgrade and evolution, whether in terms of product appearance, product channels, or product value, they have been comprehensively improved through the way of "government setting up a stage and enterprises singing".
It can be described as "killing three birds with one stone", effectively improving the "brand expression", "channel activity" and "brand driving force" of traditional regional public brands, and providing subversive empowerment for the future "new rural revitalization".