A small shop of 20 to 30 square meters, equipped with a large transparent window, through which you can see four or five workers busy wrapping dumplings and wontons, and from time to time, customers pack a raw dumpling and go home to cook it themselves.
△ Image source: Network
This is the fresh dumpling take-out model that has become popular in the past two years.
Also focusing on eating at home, fresh dumplings with fresh take-out undoubtedly coincide with the customer base of quick-frozen dumplings. So some people say that this form of dumplings for sale is a new rival to quick-frozen dumplings. So, what is the prospect of fresh take-out dumplings? Will it have an impact on quick-frozen dumplings?
<h1>New selling method of dumplings:
</h1>
<h1>The package is sold now, fresh and taken away, and the daily revenue exceeds 10,000</h1>
Different from the general restaurant front and back kitchen, the back kitchen refuses to visit the model, this store will move the front of the back kitchen to the most conspicuous window position, the window is fully transparent glass, consumers can see the packaging process when they pass by.
The whole shop is not large, with only two or three tables for dine-in, which is very popular. From time to time, consumers buy raw dumplings to take home, or order a boiled dumpling to taste.
Yuan Jiyun dumplings are among the earliest companies to try this model. It is understood that Yuan Jiyun Dumplings belongs to Foshan Yuan Lianghong Catering Management Co., Ltd. Founded in 2016, it specializes in fresh dumplings and wontons, and has more than 1,000 stores nationwide.
According to the official website information, There are 9 kinds of dumpling products of Yuan JiYun dumplings, 6 kinds of wonton series, 4 kinds of handmade noodles, rich product lines, and all products are sold in fresh packages. Some people have analyzed that Yuan Jiyun's model investment is small, the risk is low, and it is easy to copy, which is conducive to the rapid spread of stores to the whole country.
△ Yuan Jiyun dumplings
According to the staff of Yuan Ji Yun dumplings, Yuan Ji Yun dumplings adopt the franchise model, and the meat filling and dough crust of the franchise store are distributed by the head office.
Yuan Ji Yun dumplings currently have corn fresh meat, mushroom horseshoe and other flavors of dumplings and wonton for sale, the biggest feature of the store is that all products are sold in the package, promised to be on the shelves for more than 2 hours without selling, immediately remove the shelves, so as to ensure the freshness of the products.
Last year, Zhengzhou City, Henan Province, also appeared a brand that specializes in fresh dumplings, which is Wu Huoshi fresh cloud dumplings.
Similar to Yuan Jiyun dumplings, Wu Huoshi also specializes in dumplings for sale, and consumers can see the whole process of dumplings and wonton wrapping through transparent windows.
The fresh dumpling take-out also attracted the attention of the well-known dumpling chain brand Xijiade. Xijiade launched a brand a few years ago, Jizhen, which specializes in fresh dumplings and wonton.
Industry insiders believe that Xijiade is considered to be the head brand in dumpling shops, and its launch of Jizhen indirectly shows the impact of fresh dumplings on dumpling shops, and the prospects for this model are optimistic.
Although Yuan Jiyun dumplings are not large, but the profitability is quite considerable, "taking the four stores in Zhengzhou as an example, under normal circumstances, the daily income can be 6,000 or 7,000 yuan, and the daily turnover can even exceed 10,000 yuan during the New Year's Festival." ”
In addition, the sense of smell of capital is the most sensitive, and where the funds flow, the potential is where it is. Recently, the chain brand restaurant company Uncle Xiong Dumpling Shop was jointly invested by Meituan Dragon Ball and Tomato Capital.
<h1>Consumers are willing to pay</h1>
<h1>But supply chains are more demanding</h1>
In the view of Mr. Zhang, a veteran of the food industry, although dumplings are a relatively traditional category, their vitality has always been relatively strong, and in terms of restaurants, from Xijiade, Chuangeyu to Xiaoheng dumplings, to Yuan Jiyun dumplings, Uncle Xiong, etc., the selling method of dumplings has been innovating. He analyzed the differences between several models.
In terms of products, although they all focus on dumplings, they are different in taste segmentation.
Xijiade is the representative of northern dumplings, with fewer SKUs, fewer focus and fine dumplings, which are more extreme; And Yuan Ji Yun dumplings are the representative of the south, the southern taste is the mainstay, dumplings + wonton, the products are relatively rich.
According to the relevant person in charge of Xijiade, Jizhen is a new brand launched by Xijiade in 2021, featuring Northeast dumplings, focusing on "fresh bags and selling" and positioning "fresh retail".
The store model is mainly based on stalls, and the store area is about 10-30 square meters, which requires more than 3 employees. At present, only 4 stores have been opened in Shanghai and Dalian.
Behind the stall retail model, Jizhen leverages the strong management team background of Xijiade and the factory operation team with more than 30 food processing plants and more than 20 years of experience in the country.
Same-day delivery in the city ensures that the filling is fresh, delicious, and the highest efficiency ensures customer satisfaction; it also guarantees the use of franchisees, and the logistics and transportation system behind more than 600 stores of Xijiade covers the whole country.
Jizhen entered the market with the positioning of retail fresh food, mainly northeast dumplings, and drew on the experience and advantages of Xijiade to make brand differentiation.
It can be said that the new brand not only absorbs the "nutrients" of Xijiade, but also opens up a new model and market of "fresh retail".
Look back at the Jizhen brand. For retail scenarios, small stall stores, and streamlined SKUs, Jizhen's brand model has higher requirements for cost and efficiency. Under this efficient requirement, Ji Zhen still insists on "selling now at any cost".
From the background, Xijiade was founded in Hegang, Heilongjiang, using the model of dumpling shop + central factory + city center kitchen; Founded in Qingdao, Chuange Fish Dumplings operates as a seafood dumpling shop + central factory + online operation; Founded in Beijing, Xiaoheng Dumplings is a new retail thinking, known as the O2O dumpling brand, using a store + factory + online operation; Yuan Jiyun dumplings was founded in Guangdong, the factory started, has a long history.
From the consumer group scene analysis is also slightly different: Xijiade consumer group is younger, dine-in-oriented, focusing on the experience of on-site consumption and the decoration of stores; There are more takeaway methods for small heng dumplings; In addition to dine-in meals, Yuan Jiyun dumplings account for a large proportion of fresh takeaways.
In the view of Wang Jun, another food industry veteran, compared with traditional dumpling shops such as Xijiade, the advantages of fresh dumpling take-away shops represented by Yuan Ji are still obvious.
First of all, through the scene, the packaging process of wonton dumplings will be transparent, and the packages will be sold now, giving consumers a fresh impression and making consumers willing to pay; Secondly, the ingredients are real, the products are fresh and taste good, and it is easy to form repeated purchases.
According to Yuan Jiyun dumplings, the company distributes fillings and skins every two days to fully ensure freshness and taste. And this is the biggest advantage of this model compared to quick-frozen dumplings.
However, Wang Jun believes that this model also faces some challenges. For example, the degree of standardization is relatively low, and many safety problems in the food industry are caused by labor, and manual packaging will have potential risks to food safety.
In addition, this model also puts forward high requirements for the supply chain of enterprises, such as the control of raw materials, the control of logistics providers, the management of franchisees, and the confidentiality of formulas.
<h1>"Call the board" quick-frozen dumplings</h1>
<h1>Fresh take-out dumplings are going to grab the market</h1>
There is no doubt that because they are aimed at customers who want to eat dumplings at home, but do not have time to pack or do not pack them themselves, the two have a high degree of overlap in the target market. There is a competitive relationship between the fresh cloud dumpling model and the quick-frozen dumplings.
So fresh take-PK quick-frozen, who can be better? In the eyes of industry insiders, the two have their own advantages and disadvantages.
Xie Xudong, general manager of Henan Haola Supply Chain, believes that the biggest advantage of fresh dumplings is that the label given by the fresh bag is "fresh".
He analyzed that fresh dumpling shops usually use transparent windows, which is to allow consumers to see the packaging process and present a fresher feeling. Even if the price of the product is slightly higher, consumers are willing to pay for freshness. And quick-frozen dumplings, because many consumers do not know the production process of the product, coupled with the fact that the product usually goes through multiple turnovers from the manufacturer to the consumer, so the freshness is not as good as the fresh takeaway.
It is understood that in order to ensure freshness, Yuan Jiyun dumplings claim that "there is no refrigerator in the store, and the products that are packaged out will be destroyed once they exceed 3 hours." ”
Henan dealer He Manager also agrees that "fresh dumplings are fresher to take out", but he pointed out that fresh dumplings also have deficiencies:
First of all, from the production environment, the constant temperature and humidity environment of the factory can effectively inhibit the breeding of bacteria, which is absolutely unattainable in the back kitchen of the restaurant;
Secondly, fresh dumplings are artificially wrapped, which looks more "humane", but there are many hidden risks. For example, many food foreign body problems are caused by human factors. Sanquan, Miss and other brand products, the use of mechanized equipment to reduce labor, there will be factory testing and other procedures, certainly safer;
At the same time, manual operation, the degree of standardization will also be greatly reduced, such as the sweet and salty of the product, size and so on.
In addition, in terms of convenience, quick-frozen dumplings are much more convenient than fresh dumplings, which can be put in the refrigerator as an alternative and eaten as you go.
He admitted that the biggest problem with quick-frozen dumplings is that they are not delicious, but this is not to say that quick-frozen manufacturers cannot make delicious dumplings, but under the price war, many manufacturers sacrifice taste and quality in order to reduce prices.
△ Comparison of dine-in, fresh takeaway, and quick-frozen dumplings
In the view of Mr. Wang, an industry insider, consumers who buy fresh will certainly not buy quick-frozen, from this point of view, fresh take-out dumplings will definitely divide the market for quick-frozen dumplings.
However, because fresh dumplings are mainly hand-wrapped, the production capacity and radiation range are limited, and they can only rely on franchises if they want to sell nationwide. Quick-frozen dumplings can be quickly "walked" to the whole country through mechanized large-scale production and with the help of cold chain logistics. Fresh take-out dumplings want to shake the status of quick-frozen dumplings, which is not realistic in the short term.
However, this model certainly has its own vitality.
Xie Xudong analyzed that although the fresh dumplings are freshly packed, the filling and the crust are frozen products distributed by the central kitchen, but they are frozen during the packaging, which is a kind of frozen freshness. Frozen products are farther away from consumers, and fresh products are closer to consumers, so freezing and freshening is an inevitable trend. Fresh take-out dumplings follow this trend.
From another point of view, the shelf life of fresh take-out dumplings is very short, while the shelf life of quick-frozen foods is usually about 6 months to 1 year. In contrast, fresh take-out dumplings are short-term products, while quick-frozen foods are long-term products. There is no doubt that short-term products also represent future trends.
Fresh take-out dumplings are in line with the general trend of the development of the food industry, and they certainly have a certain vitality, but it is unlikely that they will have a great impact on quick-frozen dumplings in the short term.
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