"Precast dishes" are too hot, and the next trillion-dollar blue ocean is "smelling" everywhere.

In this era, the whole world knows that prefabricated dishes are on fire, but unfortunately you may not know?

"Prefabricated food" is more delicious than expected.

Under the epidemic, "prepared dishes" have actually become "heroes" in fighting the epidemic.

According to the understanding of the "new cooking force", cooked vegetables are too hot, and nearly 4,000 new registered enterprises were added last year alone.

This trillion-dollar new track in the future has become the highlight of many provinces and cities. For example, Guangdong, Shandong, Shanghai, Fujian, Henan, Hebei, etc ... All parts of the world frequently think of strange tricks and become the "cooked food capital"!

Like Shanghai, at the moment when the epidemic broke out, prefabricated dishes made great contributions to the local anti-epidemic, and the C-end consumer market broke out, showing a double growth and crazy snapping up!

National "cooked food" flocked to Shanghai

Pre-cooked dish 20 14 started in Changsha, Hunan, and grew rapidly in 2020. The so-called prefabricated dishes refer to the finished or semi-finished products which are made of raw materials such as agriculture, livestock, poultry and aquatic products and pretreated with various auxiliary materials (such as cutting, stirring, pickling, rolling, shaping and seasoning). After simple cooking or heating, they can be eaten as daily meals.

"Prefabricated dishes"

Why is it so hot?

Compared with online shopping, the advantages of prefabricated dishes are more obvious.

Just like after the current epidemic, the "lazy house economy" is booming, and the consumption demand for prefabricated vegetables has increased sharply. Many catering enterprises can't open the door. In order to save themselves, they began to change their business model-home cooking. Among them, Xibei, Meizhou Dongpo, Haidilao and other catering giants have all introduced prefabricated foods suitable for family consumption. What we are seeing now is that pre-cooked dishes are rapidly becoming popular in the C-end market, which is out of control. ...

"Precast dishes" bring delicious kitchens into the home.

The market data is amazing. Such as JD.COM Ding Dong Shopping and other community e-commerce platforms. During the Spring Festival in 2022, the sales volume of high-end prefabricated vegetables bought by Ding Dong exceeded 3 times year-on-year, and 3 million copies of prefabricated vegetables were sold in 7 days. The sales of box horse prefabricated vegetables increased by 345% compared with last year's 202 1 Spring Festival; JD's semi-finished clean vegetables. The homepage platform of COM increased by 2.6 times year-on-year. ...

At present, eight factors are driving.

"Prefabricated dishes" attack the new market of future consumption!

The specific analysis of the causes of the fire in the pre-cooked dishes is as follows:

1, the epidemic situation boosted the prevalence of home culture.

In the past three years, the epidemic has profoundly reshaped people's living habits and consumption patterns.

Special epidemic, it is not convenient to go out, stay at home, in addition to relying on the fragrant takeaway, "prepared dishes" broke into people's field of vision.

Like instant noodles, "preparing dishes" is convenient and time-saving, and also has a powerful concept different from traditional cooking, which brings a pleasant impact experience to life and home.

The boost of consumer groups after 2.90.

After 90, I can't cook, and there are many groups. Importantly, these people's demand for "busier and lazier" terminal consumption is fierce.

A set of data shows that China's post-90s generation is between 1.72- 1.88 billion (among which the only child is about 507.7-55.49 million), which shows that the remarkable characteristics of China's post-90s generation have gradually emerged, and these groups are bound to dominate the future consumption market, including consumption forms and consumption concepts. What's more, these "post-00" groups are not included.

It can be said that "post-90s" is the most important witness and struggler of China's "two hundred years" goal, which not only determines the current social vitality fundamentals, but also plays a strategic role in the long-term development of the country, and is also an important supporting force for China's internal circulation and internal consumption.

It is a contradiction for every young person to be keen on light life but pursue high-quality life.

In this context, "preparing dishes" makes all the dishes you want to eat into "semi-finished products", and then fries them according to the steps, and you can eat a delicious meal in a few minutes. Why not?

3. Policy orientation.

Especially the impact of the epidemic, in recent months, many governments have expressed their support for the prefabricated vegetable industry.

All provinces and even local municipal governments attach great importance to promoting the rapid growth of "prepared vegetables" industry, and also give special support measures.

For example, Weifang recently issued the Three-year Action Plan for the High-quality Development of the Prefabricated Vegetable Industry in Weifang (2022-2024), which will be the second to take the lead in launching the action guide for the development of the prefabricated vegetable industry after Guangdong issued the Ten Measures for Accelerating the High-quality Development of the Prefabricated Vegetable Industry, with an all-round layout and efforts of the whole industrial chain to accelerate the capture of the new highland for the development of the prefabricated vegetable industry.

Weifang's "Planning" defines the goal of building "the first city of prefabricated vegetable industry in China", and strives to initially build about 3,000 prefabricated vegetable markets in the city by 2024, with the scale of the whole prefabricated vegetable industry chain exceeding 300 billion yuan.

In addition, Shouguang and Zhucheng in Shandong; Zhaoqing, Zhanjiang and Shaoguan in Guangdong; Baoding, Hebei Province, has started to prepare dishes. It covers the categories of "aquatic prefabricated dishes", "gourmet prefabricated dishes", "vegetable prefabricated dishes" and "hot pot vegetable prefabricated dishes".

In particular, these three industrial chains are (vegetable prefabricated vegetables, meat prefabricated vegetables and aquatic prefabricated vegetables).

Category Distribution of "Prefabricated Vegetables"

Up to now, there are more than 70,000 prefabricated vegetable enterprises in China, with various types of players and numerous small and medium-sized enterprises. Mainly distributed in Shandong, Henan, Guangdong, Jiangsu, Hebei and Anhui.

Guangdong's policy also proposes to expand the prefabricated vegetable industrial cluster and promote the prefabricated vegetables to the international market.

4, the country of traditional diet.

China's food culture has a long history and excellent traditions, and its cooking technology is perfect.

But it doesn't mean that everyone can master this technology, so the chef has become the key and the pillar of many hotel restaurants.

As the saying goes, wine is not afraid of the depth of the alley. The food is delicious and natural customers often patronize it. It is precisely because of the different cooking methods that there are different styles of Fujian-style prefabricated dishes, Guangdong-style prefabricated dishes, Shanghai-style prefabricated dishes and Shandong-style prefabricated dishes.

"Prefabricated dishes" make a good dish into a set from ingredients to side dishes, so that consumers can take it home and make a good dish conveniently, eliminating many steps such as buying food, ingredients and washing vegetables, which will be loved by many young people who pursue an elegant life.

5. Food culture.

Diet is never strange, but the pursuit of high quality of diet, including consumption patterns, is what people are pursuing at present, and because of these needs, prefabricated dishes have become the support point of new consumption.

6, home personal tailor kitchen concept.

Eating a meal in a restaurant is troublesome, but cooking at home is time-consuming and laborious. This social environment also gave birth to the new concept of prefabricated dishes.

Prefabricated dishes can meet the choice of all kinds of dishes, or personal tailor-made trendy dishes, which just match the needs of people's family kitchens.

7. The rise of industrial kitchens.

Imagine that a traditional catering kitchen serves a limited number of "customers", but with the rise of industrial kitchens, a more efficient kitchen catering model has come.

This model was also caused by the B-end in the early days, and then quickly swept the C-end market. A set of data shows that the current market sales ratio of B-end and C-end of pre-cooked vegetables is about 8:2, which is expected to reach 6:4 in the future, and C-end may usher in a full-scale outbreak.

8. The route of transmission is amazing.

Interested e-commerce companies such as Xiaohongshu, Tik Tok and Bi Li are developing pre-cooked dishes, and their forms of communication have become more abundant. Community group buying, food supermarkets, convenience stores and other offline sales forms have gradually expanded, which naturally triggered the rapid popularity of this industry.

With the surge of anti-epidemic, the imagination space in the future will be endless, and the capital market and stock market will rise against the market, helping new consumption and subverting traditional cooking life.