Recently, Mr. Frozen Products, a subsidiary of Yasui Group, held the 2024 National Promotion Conference of Mr. Frozen Beef and Mutton Rolls.
It has been a year since the first launch of beef and mutton rolls in September last year, how has Mr. Frozen beef and mutton rolls performed? What is the impact of the gathering of giants in the meat roll industry on the industry?
Cold Food Media | Yao Jianming
One year after its listing, the brand sales have been bumper
Mr. Yasui Frozen continues to increase the size of beef and mutton rolls
Recently, the 2024 Mr. Frozen Beef and Mutton Roll National Promotion Conference was grandly held, with the theme of "Meat Rolls Strength, Frozen Products One Billion", which showed Mr. Yasui Frozen Product's determination to continue to increase the category of beef and mutton rolls.
△ Image source: Internet
In just a few years since its establishment, Mr. Frozen has achieved sales of more than 600 million yuan in 2022 and 700 million yuan in 2023, thanks to the core keyword of Anjing Group on the product side - large single products.
As a leader in the industry, Yasui Group will focus on creating several large single products every year. Since the successful creation of sauerkraut fish, crispy lotus root boxes and other 100 million yuan items, Mr. Frozen Product will continue to work hard towards the goal of "creating a product that exceeds 100 million explosives every year", and will make every effort to promote spicy grilled fish in 2023. Since last year, Mr. Frozen Product has seized the market opportunity of beef and mutton rolls in a timely manner with his keen market insight, and achieved a double harvest of sales and brand.
This year, Mr. Frozen Food's annual marketing slogan is "Meat rolls are powerful, frozen products are one billion", Yasui will concentrate resources and strength, focus on the production, sales and promotion of beef and mutton rolls, and is committed to building beef and mutton rolls into a new growth engine.
△ Image source: Internet
So, why does Yasui continue to increase the category of beef and mutton rolls?
Hot pot has always been the traffic track and champion category of the catering industry, and its hot market has led to the outbreak of hot pot ingredients, especially the beef and mutton rolls as the main force of hot pot, and the sales have shown explosive growth. According to relevant data, the beef and mutton industry is growing rapidly, with a market share of more than 300 billion yuan, a broad track, growing consumer demand, and a large and scattered market capacity. "We follow the consumer trend and give full play to our own advantages to promote the prosperity and development of the beef and mutton roll market. The Anjing hot pot meatball series will become the golden combination of Anjing hot pot ingredients together with Mr. Frozen Beef and Mutton Rolls, Black Fish Fillet, Mao Tripe, etc., and jointly consolidate Anjing's super leading position in China's hot pot ingredients industry. Yasui said.
Optimistic about the meat roll industry
Giants such as Yasui, Sanquan, Syny, and Haixin gathered
Yasui, Sanquan, Miss, Haixin... The current beef and mutton industry can be described as a collection of giants.
More and more large enterprises have joined the beef and mutton roll track, and some companies have made a strong effort to use it as the second growth curve.
With the entry of large enterprises, the beef and mutton roll track is ushering in an unprecedented competitive situation. Big brands have unique brand and channel advantages, especially the channel matching between beef and mutton rolls and hot pot ingredients is very high.
In July 2023, Sanquan Foods held a tasting meeting of beef and mutton conditioning products in Zhengzhou, and at the China Frozen Food Thousand Merchants Conference in August of the same year, Sanquan said that the company's growth logic is to consolidate rice noodles, expand meat, and make every effort to open the second growth curve.
△ Image source: Internet
Since then, Sanquan Foods has taken the beef and mutton series as one of the future product focuses, and has launched beef and mutton rolls, meat bricks, original cut meat slices, beef balls, ready-to-cook series and other product categories, hoping to realize the extension of products from rice noodles and half rice to high-quality protein.
In August 2023, Synear Food held the 2023 Synear Food Hot Pot Ingredients & Soup New Generation Release and New Product Promotion Conference in Zhengzhou, and launched 5 categories of hot pot products, including more than 50 new products such as balls, slippery products, and meat rolls, to meet the basic needs of the family hot pot scene for core products, as well as the high-quality supply of catering markets such as hot pot in stores, strings of incense, and spicy hot.
△ Image source: Internet
After last year's attempt, Synear has also elevated meat products to the company's strategic level this year. On July 10, Puyang Synear Food held the 2024 hot pot ingredient new product launch conference and new factory operation meeting, which is the sixth largest production base in China and the first meat product production base.
In addition, Haixin Food has also launched a variety of products such as Laodao Wagyu beef rolls, Angus beef rolls, mutton rolls, etc., focusing on high quality.
△ Image source: Internet
Giants have made efforts to beef and mutton rolls
What is the impact on beef and mutton companies?
For a long time, the meat products industry has sales but no brand, and has been labeled as low threshold, homogenization, price war, etc., can the addition of giants change this industry phenomenon? And what impact will it have on the industry?
△ Image source: Internet
"Today's consumers are demanding more and more from food quality, safety, health and convenience. The giant enterprises are also in line with this consumer trend by providing high-quality, convenient and fast beef and mutton roll products to meet the diverse needs of consumers. According to Yasui's analysis, the giant enterprises have rich experience in the food industry, mature production technology and supply chain system, as well as strong brand influence and sales channels.
In Yasui's view, giant companies have made efforts in the beef and mutton roll market, which is of great significance to the development of the enterprise itself and the industry, and is expected to promote the prosperity and development of the beef and mutton roll market, while also providing consumers with more high-quality choices.
Does the joining of giants have a great impact on beef and mutton companies?
"The Chinese market is so big, and each company has its own ideas, markets and channels, and we are not affected at present." Shangguan Bingheng, founder of Zhengzhou Honglu Food, said. The latest original meat roll 3.0 is based on the meat roll 2.0, and once again expands the "A + B + C" package form of "meat roll + hot pot base + mushroom pack" to the family hot pot eating scene, which is convenient and fast, and better adapts to the current market demand of "eating hot pot at home", "lazy economy" and "one-person food".
△ Image source: Internet
Li Fei, general manager of Henan Lianshang Kitchen Food Co., Ltd., said that the impact must be there, but it is not as big as imagined. We are now positioned as a platform enterprise, the product line is very rich, and beef and mutton rolls are just a drainage product for us.
"Relying on the 21 years of rich experience of service providers and one-stop butler service, the refined operation of products and markets has a relatively small impact on us at present, and the impact on the industry must exist." Ma Dong, general manager of Shaanxi Jushunxiang Halal Food Co., Ltd., said that although our distribution rate is not as high as that of big brands, sales have hardly been impacted.
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Co-ordinator丨Wang Xiaoling
Editor丨Qiu Sisi American Editor丨He Menghua
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