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Focusing on consumer demand, the prepared vegetable industry has blossomed in product innovation, supply chain construction, digital marketing, etc.
, driving the linkage development of the entire upstream and downstream industries, and the incoming enterprises are also actively seizing opportunities in this trillion-scale "blue ocean" to seek greater market space
.
On December 8th, the highlight of the 11 forums of the SIAL World Food Industry Summit held by SIAL International Food Exhibition (Chinese SIAL) - the Prepared Dishes New Retail Summit held a full-day global bilingual live broadcast, where industry leaders, representatives of enterprises and supermarkets, marketing experts, investment and financing institutions, etc.
related to pre-made dishes and new retail gathered together to conduct multi-dimensional in-depth discussions
on the new retail of prepared dishes.
related to pre-made dishes and new retail gathered together to conduct multi-dimensional in-depth discussions
on the new retail of prepared dishes.
1 Standing at the "outlet" of the times, prefabricated vegetables harvest trillion markets
In recent years, prepared dishes have undoubtedly become one of the
fastest growing and most promising industries.
iMedia consulting data shows that in 2022, the size of the entire prepared vegetable market has exceeded 4 trillion yuan
.
fastest growing and most promising industries.
iMedia consulting data shows that in 2022, the size of the entire prepared vegetable market has exceeded 4 trillion yuan
.
Driven by the trillion-dollar market, a large number of prefabricated vegetable companies have come to the fore.
"While other industries are still watching, prefabricated vegetable enterprises are grasping the trillion yuan and establishing prefabricated vegetable industrial parks
in Shanxi, Hebei, Henan, Chongqing, Yunnan, Guangdong, Fujian and other places.
They not only develop rapidly, but also attract the attention of capital and become a big hit
for financing.
Zhang Yi, CEO and chief analyst of iMedia Consulting, pointed out based on years of data that the new prefabricated vegetable industry has been formally formed
in 2022.
in Shanxi, Hebei, Henan, Chongqing, Yunnan, Guangdong, Fujian and other places.
They not only develop rapidly, but also attract the attention of capital and become a big hit
for financing.
Zhang Yi, CEO and chief analyst of iMedia Consulting, pointed out based on years of data that the new prefabricated vegetable industry has been formally formed
in 2022.
In Japan, prepared dishes are also very popular
.
Yoshiyuki Mikami, counselor of the Economic Department of the Japanese Embassy in China, released such a set of data: in 2021, the total production volume of frozen food in Japan reached 737.
1 billion yen, about 37 billion yuan; Today, the market size of Japanese prepared dishes has reached 500 billion yuan, and it will continue to grow
in the future.
.
Yoshiyuki Mikami, counselor of the Economic Department of the Japanese Embassy in China, released such a set of data: in 2021, the total production volume of frozen food in Japan reached 737.
1 billion yen, about 37 billion yuan; Today, the market size of Japanese prepared dishes has reached 500 billion yuan, and it will continue to grow
in the future.
Although pre-made dishes are not a new term, their development is also in line with the times
.
As we all know, affected by the epidemic, many poultry and vegetables produced in rural areas have been greatly impacted, and in the industrial environment of rural revitalization, prefabricated vegetables have become a new breakthrough
.
Through pre-made dishes, catering and food companies transport the products out, serving local and surrounding diners, and promoting them to the whole country and even the world with the
help of freezing technology.
.
As we all know, affected by the epidemic, many poultry and vegetables produced in rural areas have been greatly impacted, and in the industrial environment of rural revitalization, prefabricated vegetables have become a new breakthrough
.
Through pre-made dishes, catering and food companies transport the products out, serving local and surrounding diners, and promoting them to the whole country and even the world with the
help of freezing technology.
Among them, supply and marketing cooperatives, which aim for full coverage of townships and towns, have also played an active role
.
"What is a supply and marketing cooperative? In fact, it is an enterprise that deals with farmers internally and with other business institutions externally, and promotes the sale
of agricultural products through the wholesale market.
Kong Xiangzhi, a member of the supervisory board of the national supply and marketing cooperatives and a professor at the College of Agriculture and Rural Development of Chinese Minmin University, said, "In 2020, the total sales of supply and marketing cooperatives reached 5.
3 trillion yuan, and in 2021, this figure rose to 6.
2 trillion yuan
.
”
.
"What is a supply and marketing cooperative? In fact, it is an enterprise that deals with farmers internally and with other business institutions externally, and promotes the sale
of agricultural products through the wholesale market.
Kong Xiangzhi, a member of the supervisory board of the national supply and marketing cooperatives and a professor at the College of Agriculture and Rural Development of Chinese Minmin University, said, "In 2020, the total sales of supply and marketing cooperatives reached 5.
3 trillion yuan, and in 2021, this figure rose to 6.
2 trillion yuan
.
”
It can be said that it is the joint efforts of all parties that have sent pre-made dishes to the "outlet"
of takeoff.
of takeoff.
2 The rapid growth of e-commerce has helped prepared dishes enter the fast lane of development
Of course, pre-made dishes have become one of the hottest tracks in the past two years, and they are also inseparable
from the rise of fresh e-commerce and digital technology.
from the rise of fresh e-commerce and digital technology.
According to Wang Shengsheng, director of the fresh department of Jingdong Food Fresh Open Platform, Jingdong began to make the layout of pre-made dishes in 2017, but it was still in the stage of basic precipitation, category combing and architecture at that time; In 2022, JD.
com has begun to build an industry benchmark brand, seize the market, and gradually penetrate its influence
in the prepared vegetable industry.
com has begun to build an industry benchmark brand, seize the market, and gradually penetrate its influence
in the prepared vegetable industry.
The initiatives have also generated quite positive feedback
.
"In 2021, JD.
com achieved a double breakthrough in user mentality and sales, with a year-on-year growth rate of more than 100%.
In 2022, the transaction volume of prepared dishes exceeded 80% year-on-year, and the new merchants exceeded 200%.
In the future, JD.
com will still regard pre-made dishes as one of the group's
most important strategic categories.
Wang Sheng said
.
.
"In 2021, JD.
com achieved a double breakthrough in user mentality and sales, with a year-on-year growth rate of more than 100%.
In 2022, the transaction volume of prepared dishes exceeded 80% year-on-year, and the new merchants exceeded 200%.
In the future, JD.
com will still regard pre-made dishes as one of the group's
most important strategic categories.
Wang Sheng said
.
Hema was also one of the first players to enter the field of
prepared dishes.
Xu Yang, General Manager of Shanghai Freshippo Public Affairs Department, said that at present, Hema has covered 27 cities across the country, with more than 300 stores and tens of millions of fixed consumers, in order to promote the development of prepared dishes, as a new retail platform driven by data and technology, Hema has always been committed to achieving complete integration of online, offline and modern logistics technology through data-driven business innovation
.
prepared dishes.
Xu Yang, General Manager of Shanghai Freshippo Public Affairs Department, said that at present, Hema has covered 27 cities across the country, with more than 300 stores and tens of millions of fixed consumers, in order to promote the development of prepared dishes, as a new retail platform driven by data and technology, Hema has always been committed to achieving complete integration of online, offline and modern logistics technology through data-driven business innovation
.
Ma Chao, chief representative of One Show Greater China, senior creative, and founder of Innokids, believes that playing with consumers can help brands develop in the long run, and "digital media can bring some possibilities to obtain higher exposure at a relatively low cost, while digital technology can enable enterprises to better connect and interact with consumers, helping brands occupy more consumers' minds and bring better influence"
.
.
Fang Fang, managing director of iResearch Group-iResearch Capital and president of iResearch Investment Research Institute, said that as a trillion-level market, the penetration rate of live streaming e-commerce has increased from 15.
5% in 2021 to 20.
1% in 2022, and with the development of live streaming e-commerce, especially the country's vigorous promotion of science and technology to help agriculture and rural revitalization, prefabricated dishes involving the upgrading of the supply chain of agricultural products will also usher in a huge wave of policy
dividends.
5% in 2021 to 20.
1% in 2022, and with the development of live streaming e-commerce, especially the country's vigorous promotion of science and technology to help agriculture and rural revitalization, prefabricated dishes involving the upgrading of the supply chain of agricultural products will also usher in a huge wave of policy
dividends.
3 From the B side to the C side
Prepared dishes are committed to product innovation and building a supply chain
Strictly speaking, pre-made dishes are not a new track
.
It was initially aimed at the B-side, and in 2014 it grew rapidly with the rise of takeaway, and in recent years, with the emergence of Generation Z, office workers, lazy economy and silver economy, pre-made dishes have gradually begun to develop
from the B side to the C side.
.
It was initially aimed at the B-side, and in 2014 it grew rapidly with the rise of takeaway, and in recent years, with the emergence of Generation Z, office workers, lazy economy and silver economy, pre-made dishes have gradually begun to develop
from the B side to the C side.
Although the scale of pre-made dishes in Jingdong has reached 600 million yuan, in fact, the penetration rate of C-end is only 10% in China, so the C-end outbreak is a foreseeable trend
.
.
"Our 'enemy' is not our peers, but changing customer needs.
"
Ye Yuhua, director of the fresh food department of Shanghai Xishiduo Convenience Store Chain Co.
, Ltd.
, said
bluntly.
"
Ye Yuhua, director of the fresh food department of Shanghai Xishiduo Convenience Store Chain Co.
, Ltd.
, said
bluntly.
This change is perceived by many businesses with a keen sense of smell and quickly adjusted
accordingly during operations.
Freshippo adopts a reverse customization form, which drives the internal operation of the supply chain with the needs of the C-end market
.
Xu Yang introduced: "In terms of overall products, in 2017, Hema established the 3R Division and gradually launched the Hema Workshop series; In 2019, Hema did a lot of category coverage
.
In general, between 2015 and 2022, after continuous new experiments, Hema prepared dishes became more and more popular
with consumers.
”
accordingly during operations.
Freshippo adopts a reverse customization form, which drives the internal operation of the supply chain with the needs of the C-end market
.
Xu Yang introduced: "In terms of overall products, in 2017, Hema established the 3R Division and gradually launched the Hema Workshop series; In 2019, Hema did a lot of category coverage
.
In general, between 2015 and 2022, after continuous new experiments, Hema prepared dishes became more and more popular
with consumers.
”
Meeting the needs of C-end users is the consistent goal
of the entire pre-made dish industry.
In this sense, no matter where in the industrial chain - downstream brands, intermediaries, or upstream factories, the value demand for customers is the same, all in order to create value
for customers who ultimately pay.
of the entire pre-made dish industry.
In this sense, no matter where in the industrial chain - downstream brands, intermediaries, or upstream factories, the value demand for customers is the same, all in order to create value
for customers who ultimately pay.
"Digitalization is the water and electricity coal of the industry, which can drive the efficiency of the supply chain
.
" Wang Jingbo, head of Shuhai Innovation Experience Center and head of Shuhai Innovation Alliance R&D platform, believes that "in the entire chain, changes in front-end demand and orders, combined with big data analysis, can guide back-end downstream factories to carry out flexible manufacturing, so as to promote factories to improve efficiency and cost retrospectiveness, and the profits saved can still be fed back to consumers
.
" ”
.
" Wang Jingbo, head of Shuhai Innovation Experience Center and head of Shuhai Innovation Alliance R&D platform, believes that "in the entire chain, changes in front-end demand and orders, combined with big data analysis, can guide back-end downstream factories to carry out flexible manufacturing, so as to promote factories to improve efficiency and cost retrospectiveness, and the profits saved can still be fed back to consumers
.
" ”
4 Pay attention to brand building and take the first place in the fierce competition
"Although the prepared vegetable industry has rapid growth at the C-end, there is no giant emerged
.
" Wang Sheng said
.
.
" Wang Sheng said
.
Shi Qiang, a well-known strategic positioning expert and founder of Big Zebra Positioning Consulting, quoted Mr.
Jack Trout, the "father of positioning", pointing out that if you can't be the first in a certain aspect, look for an area
where you can be the first.
He believes that prefabricated vegetable enterprises must take the establishment of a strong brand as their business goal, and if the best track cannot establish a real brand, they can only be in a weak position
in the competition.
Jack Trout, the "father of positioning", pointing out that if you can't be the first in a certain aspect, look for an area
where you can be the first.
He believes that prefabricated vegetable enterprises must take the establishment of a strong brand as their business goal, and if the best track cannot establish a real brand, they can only be in a weak position
in the competition.
"Aquatic prepared dishes have developed from the previous product and price competition to channel and brand competition
.
" Li Xianfeng, brand director of Guolian Fisheries Group, pointed out, "Enterprises should build a brand moat from the aspects of technology, supply chain, talent management, patents, etc.
, and then improve the added value of products, channel penetration rate and popularity
through brand empowerment.
" ”
.
" Li Xianfeng, brand director of Guolian Fisheries Group, pointed out, "Enterprises should build a brand moat from the aspects of technology, supply chain, talent management, patents, etc.
, and then improve the added value of products, channel penetration rate and popularity
through brand empowerment.
" ”
In response to the increasingly "involuted" pre-made vegetable industry, Zhu Xiaoqi, senior head of Tezign's FMCG industry, believes that continuous product innovation, building rich fresh channels, and increasing digital marketing will help retain users and enhance brand value
.
.
In the face of a predictable ferocious "tear-up" in the prefabricated vegetable track, Xiaohong, head of Xiaohongshu's commercial fast-moving fast food industry, stressed that there is still huge room for brand growth in this track, "as long as you step on the track, there will be a good increment", even if it is a new brand, you can also cut into the blank point
of the market by finding an accurate and segmented blue ocean track.
of the market by finding an accurate and segmented blue ocean track.
To sum up, as one of the most interesting forums of the 3rd SIAL World Food Industry Summit, the New Retail Summit of Prepared Dishes obviously provides practitioners with multi-dimensional thinking and inspiration
.
.
From December 7th to 8th, the 3rd SIAL World Food Industry Summit was broadcast live bilingual from the world, with a total of 11 forums and more than 100 guests invited to speak online, attracting a total of 250,000 online views
.
SIAL International Food Exhibition (Shanghai Chinese), the organizer of the summit, is known as "SIAL one of the three major food exhibitions in the world"
.
.
SIAL International Food Exhibition (Shanghai Chinese), the organizer of the summit, is known as "SIAL one of the three major food exhibitions in the world"
.
SIAL International Food Exhibition 2023
SIAL International Food Exhibition (Shanghai) will be held
from May 18-20, 2023 at the old location - Shanghai New International Expo Center (Pudong).
from May 18-20, 2023 at the old location - Shanghai New International Expo Center (Pudong).
SIAL International Food Exhibition (Shenzhen) will be held
on August 28-30, 2023 at Shenzhen Convention and Exhibition Center (Futian).
on August 28-30, 2023 at Shenzhen Convention and Exhibition Center (Futian).
