Prefabricated dishes usher in the "golden age", who can lead the next trillion market

“ This paper mainly analyzes the market of prefabricated vegetables from the following perspectives :1. What is the essence and core value of prefabricated dishes ? 2. What is the development trend and competition pattern of prefabricated dishes ? 3. What kind of prefabricated vegetable enterprises can be long-term “ Run win ”? 4. What is the social significance of the development of prefabricated dishes ? Compared with fresh products , What is the short-term outlet of capital and epidemic situation , Or really have long-term opportunities and growth potential ？

List of articles
One 、 The essence of a prepared dish ： The inevitable result of the development of food industrialization , The product of the general trend
Two 、 The core value of prefabricated dishes ：B The end product is stable 、 Cost savings ,C End to end efficiency 、 Better experience
3、 ... and 、 Market scale and development trend of prefabricated vegetables ： Trillion yuan market potential ,2C market The scale reaches hundreds of billions , The market concentration of quick-frozen dishes is higher
Four 、2C Prefabricated vegetable market Competition pattern ： All kinds of players enter the game , The business model has yet to be verified on a large scale
5、 ... and 、 The brand of prefabricated dishes has long been “ Run win ” The key factor ： Early products , Look at efficiency in the middle and late stage
6、 ... and 、 The externalities of the prefabricated vegetable industry ： Greatly promote sustainable development

We are going through rounds of tests of the epidemic . In the days when it is inconvenient to go out , How to solve three meals a day by yourself at home , Become a problem that everyone must face every day . At this time, prefabricated dishes become the best solution ： Compared with fresh products , Long storage time of prepared vegetables 、 Convenient and quick , Compared with traditional fast food products , The prepared dishes are more nutritious and taste diverse .
From the market side , The epidemic has indeed driven the development of the prefabricated vegetable industry growth ,C The cost of end-user education is naturally reduced .2022 Sales of prefabricated dishes for new year's Eve dinner growth super 400%, The sales of box horse prefabricated new year vegetables increased year-on-year 2021 In the Spring Festival growth 了 345%, Mu Mian capital serves “ Ding Ding lazy food ” The sales of Tiktok in a single month broke through 5000 Ten thousand yuan .

From the capital side , The investment and financing of prefabricated vegetables are also very active . According to statistics ,2021 The investment and financing event of the prefabricated vegetable industry in 23 rise , The financing amount exceeds 50 One hundred million yuan , Prefabricated vegetable chain enterprises “ Taste knows fragrance ” Also in the 2021 Successfully landed in A stocks .
What is the short-term outlet of capital and epidemic situation , Or really have long-term opportunities and growth potential ？

If we lengthen the time, we will find , Prefabricated dishes have been a high speed in recent years growth Industry . According to data from Huachuang securities ,2010-2020 In, China's Prefabricated vegetable industry compounded growth Rate about 20%,2020 In, the market for prefabricated vegetables has reached 2310 Billion scale . According to AI media consulting data ,2021 In, the scale of China's Prefabricated vegetable industry was 3459 One hundred million yuan , expect 2026 The market scale of prefabricated vegetables will reach 10720 One hundred million yuan , The prefabricated vegetable industry has become the next trillion market that can be predicted .

Main points

Prefabricated dishes are the inevitable outcome of the development of food industrialization

Social changes have led to continuous changes in family kitchens , Consumers need better solutions for eating at home . With the progress of food industrialization , Prefabricated dishes provide better efficiency 、 Better taste 、 Better nutrition 、 Product solutions with better security .

Prefabricated dishes are product driven categories , Product oriented companies will lead the development of the industry

Because of the remarkable industrial characteristics of the prefabricated dishes , With standardization 、 Low loss and high turnover . Product oriented companies have excellent product R & D capabilities 、 Sustainable brand potential 、 All channels Penetration and efficient supply chain integration , In the future, it will occupy a more important position in the minds of users , Have the opportunity to continue to lead the development of the industry .

The big item strategy is more effective , Advance gradually and entrench oneself at every step

Start up companies should adopt the strategy of large single product in the initial stage , Select to cover the most pain points of users 、 Products that can break through at a single point , This is more conducive to gathering resources at the marketing end , And obtain scale advantages and R & D depth at the supply side faster .

video Online retailers channel Accelerated the popularization of prefabricated dishes

At this stage, the tradition channel And self built channel Must pay high user education costs , video Online retailers It is currently the best platform for prefabricated dishes to educate users , It provides the most efficient expression and the most matching decision scenarios , Start up companies should take advantage channel Quickly build brand awareness , Complete the mental construction of users .

Scale effect is the long-term winner , Enterprises should lay out the upstream supply chain as soon as possible

The high cost performance of prefabricated dishes determines that the premium space is limited , So build your own supply chain , It is very important to extend to the upper reaches of the industry . At present, the industry is in the introduction period , Its own high-quality production capacity will be in the first mover advantage position in the future competition .

One 、 The essence of a prepared dish ： The inevitable result of the development of food industrialization , The product of the general trend

“ Prefabricated dishes ” The definition of agriculture is agriculture 、 livestock 、 The birds 、 Aquatic products as raw materials , Through pre-processing （ Such as slitting 、 stir 、 pickled 、 tumbling 、 forming 、 To flavor ） Finished products or semi-finished products made by debugging with auxiliary materials . The production of prefabricated dishes comes from two forces , One is the evolution of the food processing industry , Second, the catering industry continues to put forward higher requirements for the supply chain , As a collection of categories, prefabricated dishes have grown rapidly into a huge food processing industry . The core added value of the process lies in the industrial sterilization treatment , Washing and cutting （ Clean vegetable output ） Seasoned with salting , Then the semi-finished vegetables will be industrialized through cooked and quick-frozen methods .

The industrial transformation driven by the scientific and technological revolution is constantly repeated in every basic category of human life .“ Food and clothing live line ” As the just need of human life , It has experienced a continuous wave of upgrading in the long river of history .20 century 60-70 years , Sewing machine is a must for every family “ big ” furniture ; With the development of Industrial Clothing Technology , Consumers can more easily buy a great variety of clothing products with appropriate prices .“ live ”、“ That's ok ” It is also constantly being upgraded , From bungalow to building 、 From manual decoration to prefabricated decoration , From walking to cycling 、 From the popularity of cars to high-speed trains, and so on .

about “ food ” for , Human food production and dining methods are also constantly changing , The functions of the traditional family kitchen have been deconstructed and upgraded ：

The first was the rise of eating out , The penetration rate of catering has been increasing , near 20 With the rapid development in, the penetration rate of catering in the food consumption market has reached 40%; The second is the rise of takeout based on information , It provides consumers with a new choice besides cooking , near 10 In, the penetration rate of take out food compared with that of restaurant food reached 15% above .

As urbanization intensifies and social structure changes , Consumers need better solutions for eating at home , Efficiency 、 texture 、 There are many needs for safety and Nutrition , We think it's in 2B On the basis of increasingly mature prefabricated dishes ,2C Prefabricated dishes will become the development direction of family kitchen process simplification and efficiency upgrading .

We can understand the prefabricated vegetable industry as food industrialization at the bottom , Realize the optimal solution of efficiency on the basis of upgrading food safety , The added value lies in the taste 、 nutrition 、 The restoration of consumer satisfaction . The process of food industrialization is unstoppable , We believe that there will be a huge market opportunity for prefabricated dishes . Industrialized foods are more standardized （ For example, white wine 、 condiments 、 dairy 、 Soy products 、 Meat products ）, And after industrial sterilization treatment , With long transportation distance 、 Long shelf life 、 Safety and other characteristics , So food companies use standardized channel Operation and brand investment can leverage the scale of growth .

Two 、 The core value of prefabricated dishes ：B The end product is stable 、 Cost savings ,C End to end efficiency 、 Better experience

Prefabricated dishes have different caliber and definitions in different contexts , In a broad sense, they are generally divided into three categories ： Normal temperature cooking bag 、 Refrigerated clean vegetables and frozen prepared foods . Among them, pickled cabbage fish 、 The categories of quick-frozen dishes, mainly pork tripe and chicken, are growing rapidly , This is also the most common narrow sense classification of prefabricated dishes in the market .

The core value of prefabricated dishes , We can B End sum C From two aspects ：

B End ： The core value of prefabricated dishes for catering enterprises lies in the stability of products 、 Cost savings . By using semi-finished dishes, the number of kitchen staff can be reduced for enterprises 、 Kitchen area , And based on the advantages of centralized procurement and loss reduction, it can effectively save costs , At the same time, it can meet the tastes of customers 、 Nutrition and dining experience needs .

C End ： The prepared dishes are C The core value provided by end consumers lies in providing better dining solutions , Be able to enjoy a relatively complex dish efficiently , It aims to solve the problems of consumers 15-30 minute 、 pricing 20-45 The meal demand of Yuan , High convenience at the same time 、 It also provides a certain sense of pleasure .C The rise of end consumer demand conforms to the miniaturization of family size 、 The general trend of increasing female labor participation rate and urbanization rate .

3、 ... and 、 Market scale and development trend of prefabricated vegetables ： Trillion yuan market potential ,2C market The scale reaches hundreds of billions , The market concentration of quick-frozen dishes is higher

According to the Research Report of Huachuang Securities ,2020 In, the market scale of prefabricated vegetables in China has reached 2310 One hundred million yuan ,2010-2020 Year of reunion growth The rate is as high as 20%, It is expected to reach nearly trillion yuan in the next decade .

Compared with mature overseas markets , China's Prefabricated vegetable market has a huge growth potential ：

2020 The U.S. market size was about 2000 Billion dollars （1.2 Trillion yuan ）, The size of the Japanese market is about 9.8 Trillions of yen （5000 One hundred million yuan ）, At present, the market size of China's Prefabricated vegetable industry is about one sixth of that of the United States 、 One third of Japan .

Split B End sum C End to end , At present, China's Prefabricated vegetable market B End sum C The end ratio is about 8:2, The Japanese market is about 6：4.

Due to the higher complexity of Chinese cuisine 、SKU More abundant , We believe that the market penetration of prefabricated vegetables in China will exceed that in developed markets such as the United States and Japan , especially C The development potential of the end market is remarkable .

According to the penetration rate of prefabricated dishes in catering ingredients 15%-20% As a benchmark ,5 During the year 2C The market scale of prefabricated vegetables can reach hundreds of billions of yuan . Refer to the penetration rate of quick freezing in the United States and Japan , In the future, the quick-frozen penetration rate of prefabricated vegetables in China 10%-15% As a benchmark , Quick frozen dishes （ Prefabricated dishes in a narrow sense ） It will also have a market space of 100 billion yuan . In the end , The trillions of fresh food market will be gradually replaced by prefabricated vegetables , The prefabricated vegetable market itself will reach trillions , Become the main solution for home cooking and restaurant chefs .

From the perspective of market concentration , We think , Due to the timeliness of its procurement, the prefabricated vegetable industry 、 Sudden demand 、 The diversity of supply , The supply and demand structure will have a certain impact on the improvement of market concentration , It may be closer to leisure snacks 、 Fresh and other industries .

We think , Standardization 、 Compared with non-standard, long-term frozen prefabricated dishes 、 The market concentration of short-term prefabricated dishes will be higher , The core lies in the higher possibility of industry scale , And the cost advantage that can be developed is better than the short-term prefabricated dishes . Due to the complex composition of materials and the difficult coordination of the supply chain, the short-term pre prepared vegetables are subject to boundary constraints , The development space of a single enterprise is limited . Because different regions have great differences in taste requirements , However, the transportation distance of short-term prefabricated vegetables is limited , Distribution is more undertaken by store enterprises , Therefore, it is more likely that the short-term prefabricated dishes will end up in regional competition .

Four 、2C Prefabricated vegetable market Competition pattern ： All kinds of players enter the game , The business model has yet to be verified on a large scale

1、 Multiple types 2C Each brand has its own advantages , Actively grasp the general trend of industry development

The current pre cooked food brands are roughly divided into five categories ： Product type 、 channel type 、 Raw material type 、 Catering .
Product type ： On behalf of the brand, we know the fragrance 、 Ding Ding lazy food 、 Maizi Ma, wait , It started with specialized production of all kinds of prefabricated vegetables , There are no food and beverage or supply chain thinking shackles , Brand to user group 、 Usage scenarios can often be grasped more accurately , Reshape the product form with user thinking 、 specifications 、 Pricing and other dimensions .

channel type ： On behalf of brand HEMA 、 Ding Dong buys vegetables 、 Pot ring, etc . channel The advantage of the brand lies in the high coincidence of the main consumer groups , The brand has a sense of trust on the user side , And it is closer to users in terms of delivery time or physical space distance .

Frozen product type ： On behalf of brand Anji food , Launch sub brand “ Mr. frozen goods ”, Give play to the original channel Synergy and infrastructure capabilities of the cold chain , Owned nationwide 7 Sub warehouse and 1000 Multiple distributors .

Raw material type ： Represents brand new hope 、 Guolian fisheries , Its advantages lie in stable food supply and cost advantages , It is prominently reflected in the industrialized single product , Nu Skin hope's beautiful little crispy meat ,2021 The annual sales of single products exceed 10 One hundred million yuan . And for the more broad-spectrum pre prepared dishes , Its product R & D needs transformation .

Catering ： The representative brand is jiaguolong Kung Fu food under Xibei 、 Haidilao is ready for dinner 、 Wangjiadu on the east slope of Meizhou , Prefabricated dishes can help the original brand expand the home scene of existing customers , The advantage of catering brand lies in the high degree of taste restoration . We observe its product ideas , In signature products 、 The flavor of the cuisine is basically an extension of the restaurant cuisine , Such as the beef bones of Jia Guolong's Kung Fu dishes 、 Meizhou Dongpo's button meat .

2、 channel diversified , Tiktok becomes the present 2C The advantage channel for the spread of prefabricated vegetables

At present, the purchase of fresh food channel Extremely convenient , offline KA And the farmers' market , Online shelves Online retailers 、 video Online retailers 、 fresh Online retailers They are all options for prefabricated dishes channel . So what should enterprises give priority to channel ？

We think , Video represented by Tiktok Online retailers At present, it is the best platform for prefabricated food brand education users . Because the user has not yet established a clear category awareness of the prefabricated dishes , Traditional shelf stores and shelves Online retailers It is difficult to stimulate the consumer demand of users . video Online retailers Its advantage is that it can rely on content oriented marketing , Quickly complete consumer education . Pickled fish 、 Crayfish 、 Video presentation of pig tripe, chicken and other prefabricated dishes , Directly turn cold packaged prefabricated dishes into perceptible dishes , On the one hand, it brings strong sensory stimulation to users , On the other hand, it has also completed the category education on how to use the prefabricated dishes . Pre made dishes and videos Online retailers It has natural adaptability , Consumption decision scenarios are highly matched .

For the prefabricated food brands , The best way to play at this stage is to borrow Tiktok Online retailers Of “ dongfeng ” Trend .2021 year 1 Month to 9 month , Tiktok Online retailers GMV Year on year growth 了 7.9 times ,2021 Year overall GMV near 1 Trillion yuan . According to a large amount of engine data ,2021 In China live broadcast Online retailers The penetration rate is estimated to be 14.3%, This means based on having 6.5-7 Tiktok established by yiyuehuo Online retailers , Its growth is still in its early stage .

With “ Ding Ding lazy food ” give an example , The company is based on the pre prepared vegetables 、 channel Insight , Choose at the opening date all in Tiktok channel , At present, the monthly sales of Tiktok has exceeded 5000 Ten thousand yuan .“ Ding Ding lazy food ” Within half a year, it has quickly established the composite of self broadcast and talent matrix growth route , On the one hand, take the talent matrix as growth leverage , Build content assets that effectively resist the convergence of bidding models ; On the other hand, the self broadcast is the basic disk , Complete closed loop Traffic harvest .

Prefabricated vegetable market

3、 many SKU For the mainstream solution , But we think that the big item strategy is the best solution

According to observation , Players in the current market generally adopt multiple SKU Strategy , Trying to cook a table . For example, taste knows fragrance SKU 200+, Mr. frozen goods SKU 400+. With many enterprises “ Many and complete ” Different product ideas , We believe that enterprises should focus on building a large single product matrix in the early stage of the market , Do fine and deep work on a single point .

From the demand side , Large items have short-term user pain points 、 Advantages of large long-term market space . During the import period , Due to the lack of awareness of Chinese families about pre prepared dishes , Large items “ Hard vegetable ” It effectively meets the pain points of young people's limited cooking skills . With the help of large items, users can feel the strong convenience and high cost performance of prefabricated dishes , It is more reasonable to purchase other prefabricated vegetable products together .

also , China's domestic demand market is vast , Enough to support the development of individual categories of the enterprise . Take sauerkraut fish as an example ,2022 In, the market of pickled cabbage and fish in Chinese restaurants exceeded 400 One hundred million yuan , Differentiate into leisure food pickled cabbage fish 、 Fast food sauerkraut fish and other sub categories , Taier pickled fish was born （2021 Annual income close to 30 One hundred million yuan ）、 Fish with you （ near 1,500 stores ） Brands such as . To measure reasonably , The market of prepackaged pickled fish can also reach tens of billions of yuan in the future .

From the supply side , Large single products can give full play to the focus advantage of the supply chain organization ability . Chinese cuisine is rich , And there are geographical restrictions , It is difficult for a single brand to cover all tastes . If an enterprise is involved in too many categories , It is difficult to form scale advantages on single products 、 R & D depth and quality control , More prone to food safety problems , Taste tends to be mediocre .“ Ding Ding lazy food ” Choose the big item route . Company from “ The whole scene 、 The whole crowd ” Feature filter products , At present, sauerkraut fish has been explored 、 Shrimp cake 、 The big item matrix represented by pork tripe chicken , The single month sales of pickled cabbage and fish are close to 3000 Ten thousand yuan .

5、 ... and 、 The brand of prefabricated dishes has long been “ Run win ” The key factor ： Early products , Look at efficiency in the middle and late stage

1. Product development capability ： The product R & D capability of the prefabricated vegetable enterprises is particularly important , Need insight into user needs , And achieve a high degree of reduction in taste and standardization in production , At the same time, it has both nutritional and health requirements .

2. All channels Ability ： Due to the high degree of homogenization of prefabricated vegetable end products , therefore channel Ability is essential , This requires service 、 Cost advantage and support for specific customer relationships .

3. Quickly establish scale advantages ： The cost of raw materials for prefabricated vegetable enterprises is relatively high , The cost advantage brought by scale will be significantly greater than that of the catering industry .

4. Supply chain capability ： Enterprises should try self-control production lines as soon as possible , Build barriers on the production side , Ensure production efficiency and taste stability . Besides , Refer to the gross profit margin of quick-frozen food listed companies , It can be seen that the premium space of prefabricated food brands is limited , Enterprises need to extend to the upper reaches of the industry to improve their profit margins . The leading enterprises of Japanese prefabricated vegetables are getting cold , It has long been in the top two positions of Japanese prefabricated dishes , its 72 Subsidiaries span the upstream and downstream of the industrial chain , Cover procurement 、 Food processing 、 All links of warehousing and logistics , To give full play to industrial synergy .
   

We think , In the early days of the market , The core competitiveness of an enterprise is product power . We are optimistic about the selection idea based on user thinking , Design big pieces that conform to the mainstream trend , At the same time, both industrialization efficiency and supply side stability should be taken into account , So as to lead the development of prefabricated dishes . For example, the Japanese prefabricated food company is cold , Just as microwave ovens have just become popular 90 years , Launched a quick-frozen fried meat cake suitable for microwave cooking , Quickly achieved great repercussions , Accelerated the penetration of prefabricated vegetables in the family .

And as the market matures , And as the competition intensifies , The differences in product tastes among brands have gradually narrowed , channel Efficiency and supply chain efficiency will become a new moat for enterprises . For the brand of prefabricated dishes , If you can achieve high brand potential 、 All channels Penetration and efficient supply chain integration , In the future, it will occupy a more important position in the minds of users , It is expected to win a bigger battlefield .

6、 ... and 、 The externalities of the prefabricated vegetable industry ： Greatly promote sustainable development

As the general trend of the food industry revolution , In addition to solving people's problems in “ eat ” Its own convenience 、 Beyond nutritional and health needs , It will also have a great positive impact on our society ：

1、 Low carbon life and sustainable development ： The family kitchen in the existing society is equivalent to a small processing factory , Every meal will have a lot of carbon emissions and energy consumption . The prefabricated food products externalize the distributed household kitchen processing into centralized industrial production , Consumers only need to carry out simple heating and other operations , It is of great significance in carbon emission reduction .

2、 Reduce waste and protect the environment ： The high consumption characteristics of fresh products are in the process of huge circulation every year , It brings huge losses and waste , At the same time, a series of environmental protection problems, such as waste disposal, have also emerged , These have generated a lot of costs at the social level , The innovation of pre - made dishes is expected to greatly reduce the additional losses and costs in these areas .

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Original reference ：
《 Prefabricated dishes welcome “ The golden age ”, Who can lead the next trillion market ｜ Mu Mian knows 》 do person ： Mu Mian capital Chen Xi ,2022-04-11 16:43

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