From selling ingredients to selling a dish, black fish fillet took over pangasius and became a hot item in the industry

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Fan Haiyan, the founder of Yunnan Kitchen Silk Food Technology Co.
, Ltd.
(hereinafter referred to as "kitchen silk"), said that the domestic demand has exploded.
After the companies that used pangasius were exposed to high-quality and good-tasting black fish, they began to iterate gradually.
Sandfish.

"Blackfish and pangasius can't say who will replace each other, each has its own merits.
The advantages of blackfish are cheap, and the other is no thorns.
The advantages of blackfish are firm meat, good taste, high nutritional value, and moderate price.
" Li Qiuguang said The price increase of black fish this year has a lot to do with the increase in overall prices and the increase in breeding costs, but there are indeed some drastic abnormalities.

Mr.
Huang, a distributor in Hangzhou, will act as an agent for black fish fillets from the end of 2020.
According to him, the sales volume of black fish fillet is relatively stable, and it is a large single product that is currently on sale.

| Problem |

The quality is uneven, the price is chaotic, and the industry standard is missing

Enterprises from all walks of life have entered the game.
What are the characteristics of black fish fillet products? What are the current problems in the industry?

Li Qiuguang believes that the breeding, processing, and sales of the entire industry chain companies will start at the same time to expand the market.
In addition to building its own brand "Hengxing Heng", Hengxing also accepts OEM (OEM) orders; supply chain companies import On the processing side, the market foundation is better.

"The current problems in the industry are mainly price confusion, no product standards, and no brand formation.
" Fan Haiyan analyzed.

Lengshijun checked the product prices of black fish fillets on an e-commerce platform and found that the 250g boxed black fish fillets of Haitianxia and Zhongyangyutianxia sold for 29.
9 yuan, and the price of 500g Xinzi black fish fillets was 39.
9 yuan.
The price of other brands of black fish fillet is 19.
9 yuan, 14.
9 yuan, or even 12.
8 yuan, and the price difference is indeed large.

△Image source: Internet

Fan Haiyan added that the positioning of kitchen shreds is "to be the millet in the food industry", to win with medium and high quality + extreme price-performance ratio, and to be a professional and high-quality black fish fillet supplier in terms of black fish fillet products.
"The black fish slice market first used frozen fish fillets to cut, and the kitchen shreds chose live fish to cut, redefining black fish fillets on the basis of meeting demand, usage scenarios and improving quality.
"

In his view, the company that will win the competition in the future must be in the core area of ​​black fish farming with raw material advantages.
In addition, it must be compared and measured from the four dimensions of product, market, corporate efficiency and effectiveness, and capital.

Although the black fish market has developed rapidly in recent years, there is currently no industry standard.
Li Qiuguang believes that the current snakehead fish market must start from the source, increase food safety at the farming end, and achieve high-quality supply at the processing end.
After all, the rise of standardized black fish fillets is only a few years away, and the quality needs to be gradually improved.

| Future |

From selling ingredients to selling "a dish"

Black fish fillet or welcome a big outbreak

The hot market for black fish fillets is inseparable from the rapid development of related catering businesses.

The "2020 Sauerkraut Fish Market Development Report" pointed out that despite the 2020 epidemic, the sauerkraut fish category has grown steadily, with a compound growth rate of more than 30% per year.
On the other hand, the accelerated development of top brands and the influx of new brands will inevitably lead to increasingly fierce market competition in sauerkraut fish products in 2021.

The black fish fillet not only shines in the catering channel, but also performs well in the family channel.
It is understood that Hengxing produces non-slurry black fish fillets and sauerkraut fish (with black fish fillets, sauerkraut and feed packets).
During the epidemic, it sold an average of 100,000 copies a day in all major channels.
"On the whole, the first- and second-tier cities are based on demographic dividends, and their sales growth is relatively fast.
The third- and fourth-tier cities are relatively poor, but there will be greater growth in the future; from the sales area, East China performs better; in terms of channels, households The proportion of food and beverages is basically the same.
" Li Qiuguang introduced.

△Image source: Internet

"At present, kitchen silk has formed a long-term and stable supply relationship with the leading catering companies and supply platforms such as the fellow chicken, fish and you, Yunwei Pavilion, Tongqing Building, etc.
" Fan Haiyan introduced that the kitchen silk has just established an electric The sales team of the merchant, from selling black fish fillet ingredients to selling a dish, uses black fish fillet + sauerkraut + bag + sop (standard operating procedure) to guide family consumption.

Lengshijun also noticed that more and more manufacturers no longer simply sell black fish fillets, but sell them with sauerkraut and seasoning packages such as tomato, golden soup, rattan pepper, and rattan pepper to make a dish to guide consumption.

△Image source: Internet

Hengxing also increased its investment in black fish this year.
Li Qiuguang predicts that the black fish fillet market will grow by 10%-20% this year, and the demand will continue to increase in the future.

The kitchen wire will create explosive products of black fish meal and food ingredients.
It has launched black fish fillet products for different segmented dining scenes such as hot pot, rice noodles, and ramen, as well as a variety of subdivision series such as the one-person fast-food black fish solution, which corresponds to different scenarios.
Black fish fillet product matrix.
Fan Haiyan analyzed that the development of black fish fillet is still in its infancy.
In the next 3-5 years, the demand for single products will definitely increase.

In seafood hot pot dishes, prawns are replacing prawns to occupy the C position

Data shows that among hot pot ingredients, shrimp paste, hot pot bottom ingredients, and beef and mutton occupy the top three categories.
In the past two years, shrimp skewers have also used absolute advantages to crush shrimps, and have achieved 90% of the market share in hot pot dishes.

The small shrimps are slippery, releasing great market potential.

Catch Shrimp, a company that specializes in shrimp slippery products, started just a year and a half and achieved annual sales of 800 million yuan, creating a new speed in the food industry.
On March 28th, the press conference of the popular shrimp slips of Catch Shrimp Kee was held in Wuhan.
People on the spot analyzed the current situation and pain points of the shrimp slips market.
Let's take a look~

Shrimps replace shrimps and occupy 90% of the market

But it's still in the stage of "has categories but few brands"

Unlike two years ago, shrimp slips and shrimps are divided into half.
Today's industry situation has undergone tremendous changes.

At present, shrimp slip has achieved 90% market share in hot pot dishes.
When a large number of hot pot catering customers choose their dishes, they start to regard shrimp slip as their main consumer.
The once favored shrimp is gradually disappearing on the table.
Behind this overwhelming advantage is the result of the rapid development of the aquatic product industry in the field of deep processing.
It also reflects that the efforts of high-quality enterprises at both ends of the supply and marketing are boosting the overall upgrade of the industry.

△Image source: Internet

Talking about the status quo of the industry, Zhou Hongmei, the co-founder and managing director of Dingxiaji, said that the entire shrimp skiing aquatic field is still in the stage of having categories and fewer brands.
It is like a hunter entering the vast forest and suddenly discovering that in front of a large number of prey, everyone is still using the most primitive hunting method.

In this context, Catch the shrimp has put forward a corporate strategy of cultivating super categories, innovating super models, deploying super channels, and building super brands, hoping to adopt the tactics of holding high to quickly occupy the market.

Zhou Hongmei believes that the current shrimp skiing aquatic track has a vast space, which is mainly manifested in four aspects:

① 500,000 hot pot restaurants can sell shrimp slips, and the future Chinese food scene can also be adapted;

②Among the hot pot ingredients, hot pot base, beef and mutton, and balls occupies the top three;

③ Good nutrition, good taste and wide consumption;

④ Shrimp skating aquatic products are still in the category of less brands, with high ceilings and huge room for growth.

In a fast-growing market, with such a wide track, but no outstanding brands have been able to make it out, the team believes that the industry lacks effective means to solve the pain points.

How to break the industry's pain points?

Zhou Hongmei believes that the quality of shrimp is affected by many factors such as latitude, temperature, seawater salinity, season, and pond luminosity.
In the absence of fine particle size classification, the quality of shrimp is extremely difficult to distinguish and constant.
This results in shrimp users not being able to buy the same quality for the same amount of money.

Take Beihai green prawns as an example.
May to September is the season when a large number of green prawns are on the market.
The quality of the prawns is good and the price is low.
However, most production companies are unable to do centralized procurement, which leads to the use of scattered mining as the main method.
The price of shrimp varies throughout the year, and the price of food in catering stores needs to be relatively constant.

Another point is to use shrimps to make shrimp slips, which increases labor costs, high cost, low efficiency, and the quality of the products is affected by human factors such as chef skills and mood.
The standardized production of shrimp slip has inherent advantages.
Take Catch Shrimp as an example.
Every year, from May to September, Beihai green prawns are of the best quality, and the price is the lowest.
The quality is locked and the price is locked at the same time.

△Image source: Internet

Zhou Hongmei said that Catch Shrimp is relying on its own advantages to solve the industry's pain points step by step, such as establishing factories to stabilize the quality and quality of shrimp slips by industrialized means.

In terms of sales channels, the direct sales model of "from factory to store" has been established, and branches and cold chain warehouse distribution centers have been established in more than 20 cities across the country to further simplify the channel links to create a super channel network and realize one-box delivery of terminals.
Upgrade the entire industrial chain from the upper, middle and lower reaches, and strive to build a super brand in the industry.
And the vast consumer market will open the door to the market for brands represented by Dixie Kee.

It is understood that there are currently 15,000 B-side hot pot restaurants and more than 5,000 C-side hot pot food supermarkets nationwide, using Dicky Kee products.
By analyzing terminal menu information, customer portraits and purchasing information, Dickshaw created a closed loop of marketing ecology.

Seafood hot pot ingredients lead the consumption of new food

Data show that of the animal protein intake of the world's 6 billion people, more than 15% come from aquatic products, which account for 6.
5% of total protein consumption.
In addition, aquatic products provide nearly 20% of animal protein intake for more than 2.
9 billion people and approximately 15% of animal protein for 4.
3 billion people.

Compared with livestock and poultry protein, aquatic protein has more tender meat and less fat content, which is more conducive to human health.

In the domestic market, the current structure of meat consumption is changing, and seafood has gradually become a normal dining choice.
As early as September 2017, China's aquatic protein exceeded 9 million tons, surpassing pork for the first time.
The "China Agriculture Outlook Report" predicts that my country's per capita consumption of aquatic products will reach 23 kilograms by 2026, accounting for about 36% of total consumption.

It can be said that the seafood market is ushering in a golden period.
The seafood products represented by hot pot dishes are rapidly leading the new wave of consumption.
I believe that with the continuous changes in consumption trends, more aspiring companies will flood the track.

Source: Frozen Food

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