China's nearly trillion beef market ushered in "interlopers"!
With the development of the economy, the consumption level of the Chinese people has gradually increased, and the demand for beef has also become larger and larger.
However, there has always been a big gap in the supply and demand of domestic beef, so that at least 50 billion yuan is spent every year to import foreign beef...
When will the bowl of Chinese be filled with domestic beef?
Can this "interloper" change the landscape of the beef industry?
1
Status of the beef industry: The gap between supply and demand is increasing year by year
To elaborate on the beef industry, we have to move forward.
At the time of reform and opening up, the meat consumed the most by the Chinese people was pork, accounting for 90%, and beef accounted for only 5%, which has been tepid.
In 2007, beef began to usher in the spring in China, at that time, a pound sold for more than a dozen pieces;
In 2013, a pound of beef sold for about 30 yuan, more than 2 times.
▲ Beef rolls
The market expects that the size of China's beef market in the future may exceed 800 billion yuan or even trillion yuan.
Why is this happening?
Studies have shown that when a country's per capita GDP reaches $1,000-$1,500, there will be a beef consumption boom.
In 2001, China reached the standard of $1,000, and since then it has climbed year by year, reaching $10,000 in 2019.
In the end, people's wallets are bulging, and they want to eat some good, delicious and nutritious beef, which has entered the public eye, and as people's understanding of health and wellness deepens, beef is becoming more and more popular.
Taking the hot pot industry as an example, hot pot meals see relevant survey data that among the ingredients in hot pot restaurants, the best selling is beef, which has a 71% support rate.
▲ Beef imports and domestic production
At the same time, the rapidly growing demand for beef is at odds with the lack of domestic supply.
Since 2012, domestic beef consumption exceeded production for the first time, and there was a supply gap, and since then it has been out of control, and by 2018, the beef gap exceeded one million tons.
Due to the small number of domestic cattle breeders, irregular slaughter, hidden dangers in food safety, competitiveness is not strong and many other problems, coupled with the slaughter of cows, dairy cows and other situations in many places, resulting in uneven meat quality, simply unable to fill the market gap, so imported beef is very price advantage.
▲ Beef price trend
As a result, the country began to import heavily. Customs data show that in 2020, China's beef imports were 2.12 million tons, an increase of 27.7% year-on-year.
Foreign imports and chaos in the domestic market have caused many pain points in the beef industry, and the market is in urgent need of "interlopers" to break the situation.
2
80,000 heads are slaughtered a year, and intruders stir up the beef industry
The freshness of the ingredients directly affects the taste, taste and appearance of the dishes, especially beef.
▲ Shabu-shabu beef
If imported beef goes by sea and through customs, it will take a long time (air transport will be fast), and for some restaurants that urgently need goods, they need to be booked in advance and strictly control the time.
Beef from some domestic slaughterhouses, although fresh, but in order to improve efficiency, many are directly pulled away without acid discharge, and some will slaughter cows, cows, and old cows, so that the beef rolls made have a very poor taste.
In addition, because the cattle breeding cycle is long, the output is low, the income is small, and the farm is small, the price of the beef produced is very high, and it is difficult for the general hot pot restaurant to afford it.
Liu Yawei, the head of the brand of Heyi Meat Industry, introduced that domestic beef can make a better taste because it is fresh, but the immaturity of the supply chain and its high price have deterred many restaurant owners.
▲ and a meat farm
In order to solve these pain points and revitalize the domestic beef market, Heyi Meat Industry has invested in 3 farms and 2 slaughterhouses.
The selected cattle sources are 1250 kg - 1350 kg Simmental bulls, and the age of the beast is never more than 2 years, more than 150 heads are slaughtered steadily every day, and there will be more in the peak season, and the annual slaughter volume is maintained at about 80,000 heads.
After the cattle are slaughtered, they will drain the acid for more than 48 hours to ensure that the beef has no peculiar taste, and then, according to different parts of the processing, "the finished products currently processed are mainly fat cattle, fresh meat, original cut and chilled, and it is cold chain transportation, which can be reached in 24 hours." ”
Like the belly meat fat cattle of heyi meat industry, it has always been a star product in the pot circle food exchange, and the top three sales, whether it is a hot pot owner or an ordinary foodie, are very favored.
▲ And a meat industry of belly fat cattle
Some hot pot owners said that the belly fat beef of a meat industry is very mellow to eat, can see the "fresh", and the aftertaste is very fragrant and long-lasting, the repurchase rate is very high, and some customers will order several plates at once.
3
Supply chains are maturing
Fresh beef will become a future consumption trend
The vast market for beef has allowed many people to see business opportunities.
Especially in the post-epidemic era, as people's requirements for healthy ingredients are getting higher and higher, the regulatory authorities are also getting stronger and stronger, and fresh beef and products have also received great attention.
Whether it is the elderly and children, or young people, whether it is urban white-collar workers, or fitness enthusiasts, "eating health, eating nutrition" has become a daily routine, so the sales of fresh beef are increasing day by day.
▲ Fresh beef from the meat industry
Therefore, the future of the beef industry may have the following trends:
1, beef supply chain enterprises will increase, and run out of the head brand. Demand determines the market, the improvement of people's health concepts, directly affects the relationship between supply and demand, the market has pain points, then meet the mountains, meet the water to build bridges.
Heyi Meat Industry is one of the representatives, taking a series of measures to solve the pain points of the market, so that more people can eat good beef, but also let more hot pot owners get profits.
In the future, there will be more and more enterprises similar to Heyi, so as to run out of the head brand of the beef supply chain, the market will gradually standardize, and more and more hot pot restaurants will also eat the dividends of fresh beef.
2. The status of domestic beef will gradually improve. The "freshness and fastness" of domestic cattle is the biggest advantage.
As the market continues to wash, the status of fresh beef will gradually increase.
The state has been advocating to stimulate domestic demand, in view of market demand, will provide corresponding support policies for the beef processing industry, and guide industry consumption, domestic beef is promising, for the hot pot owner, fresh beef will be an ingredient outlet.
▲ New Zealand ranch
3. There will be large capital to go to foreign enclosures to build farms and slaughterhouses. China's vast beef market may cause a large number of capital to target "overseas mergers and acquisitions".
In foreign countries such as Australia, New Zealand and other places, the purchase of pastures and slaughterhouses, breeding and processing, and then shipped back to China, the intervention of heavy capital will make up for a large part of the beef gap.
Hot pot owners should prepare early and actively look for suppliers so that they can cool off under the trees.
brief summary
Fresh beef has become a trend of food and beverage consumption, which is a foregone conclusion.
At present, the most important point is to introduce rules and standards, regulate the industry, and support related enterprises, so that every slice of beef in the hot pot is delicious and safe, so that the people's bowl, beef is not empty.