Recently, prefabricated dishes have continued to receive attention, especially in the first ten days of January this year, the concept of A-share prefabricated dishes was heated by funds, and the stock prices of relevant stocks soared rapidly, while the sector has declined one after another since mid January.
Under the high attention of the market, is the prefabricated dish a real outlet or just a temporary hype?
Recently, Hui Zengyu, chairman of Shandong Huifa Foodstuff Co.Ltd(603536) who has been deeply engaged in the prefabricated vegetable industry for 20 years, was interviewed by the securities times to review the development process of the industry, interpret the business logic behind the prefabricated vegetable and the future prospect of the development of the prefabricated vegetable industry. Hui Zengyu pointed out that the explosion of prefabricated dishes is the result of the development of social life, which is not only the basis of the development of the industry itself, but also the catalysis of multiple external factors.
development of prefabricated dishes : from food to dishes
Hui Zengyu told reporters, “In fact, prefabricated dishes have been popular in foreign countries for many years and began to be made in China. Strictly speaking, it was around 2013. What would China do at the beginning? In fact, it was the rural kitchen, which cooked for the wedding banquet in the township. The word prefabricated dishes was really mentioned at that time. Later, it began to process dishes to the b-end or C-end. At that time, it was more distinctive and successful It’s crayfish, and it’s relying on crayfish that starts the first shot of prefabricated dishes from the family side. “
At present, with the social development, especially the epidemic situation, which has changed people’s lifestyle, convenience has become particularly important. People need this kind of simple, convenient and nutritious functional food. In this way, the prefabricated dishes rise on the air outlet.
“Some time ago, the whole prefabricated vegetable industry was stir fried, but although there are hype ingredients, the development of prefabricated vegetables today is indeed in line with the needs of this society. It is not a virtual, but a real. The society has developed to this extent, so it should be done.” Hui Zengyu said.
Hui Zengyu believes that the prefabricated dishes are actually supported by a systematic agricultural industry, and the prefabricated dishes are a node in rural revitalization, especially in the industrialization of characteristic agriculture, “The original characteristic agricultural industrialization encouraged the development of food processing, while Shenzhen Agricultural Products Group Co.Ltd(000061) food must be made into dishes after it reaches a certain degree. Only dishes can be cut into the consumer side, which is an inevitable trend.”
Hui Zengyu pointed out that prefabricated dishes are developed from prefabricated foods. He gave an example, “For example, Sixi meatballs are prefabricated food. Consumers can eat them when they go back and heat them, but if they add the prepared material bags and soup bags, they will become dishes. Therefore, the prefabricated dishes are more comprehensive and are the intensive processing of Shenzhen Agricultural Products Group Co.Ltd(000061) . On this basis, the core of diet is safety and health, so the prefabricated dishes will extend towards the functional aspects.”
build an industrial chain system platform
According to Hui Zengyu, in the development process of prefabricated dishes, the categories continue to expand. In terms of types, they develop from frozen type to normal temperature type, and then to cold and fresh type. “After the frozen crayfish, the category of ‘zihi pot’ appeared, which belongs to the room temperature prefabricated dishes. Most of the scenes are mainly leisure tourism, and then the cold and fresh prefabricated dishes set up according to the group meal scene appeared. From the perspective of the whole industry, the prefabricated dishes have gradually developed from a product to a product matrix.”
Shandong Huifa Foodstuff Co.Ltd(603536) is an early enterprise engaged in the production of prefabricated vegetables in China. From the development of prefabricated vegetables in Shandong Huifa Foodstuff Co.Ltd(603536) , huizengyu is also divided into several stages, “1.0 is to make b-end rural kitchen, 2.0 is to make C-end frozen prefabricated dishes, such as crayfish, 3.0 is to make room temperature prefabricated dishes, and 4.0 is to make functional prefabricated dishes. At 5.0, Huifa has formed a product matrix, and now we have a whole product matrix of frozen, cold and normal temperature. At present, Huifa not only makes a product matrix, but also makes a large system platform around the whole production chain to serve the whole industry Including o2o exhibition and digital S2B or S2C sales. “
Hui Zengyu pointed out that the operation of prefabricated vegetables requires enterprises to have strong intensive processing capacity on the one hand and the ability of supply chain system on the other. “Making prefabricated dishes is not just a few simple prefabricated dishes, but an industrial matrix of prefabricated dishes, including both product processing and sales platform. A systematic sales platform is ultimately to provide consumers with one-stop healthy diet management services.”
Huizengyu told reporters that at present, Huifa has carried out exclusive cooperation with Shaxian snacks and built a large-scale digital marketing system on the consumer side. “In this way, in fact, we have built a large industrial platform by making product matrix upstream and digital marketing downstream. In the future, Shandong Huifa Foodstuff Co.Ltd(603536) The prefabricated food products will be fully implanted in Shaxian snack stores. Through such a platform, we can help more upstream enterprises. As long as an enterprise has an explosive product, we can use the advantages of our sales platform to promote it, and finally form an industrial cluster ecological platform. “
In addition, the standard system of prefabricated dishes is also the focus of the industry at present. “The eight major Chinese cuisines have different tastes. Whoever takes the lead in releasing this standard will have an advantage.” Huizengyu said that at present Shandong Huifa Foodstuff Co.Ltd(603536) is also working with relevant departments to formulate relevant standards for prefabricated dishes.
use local advantages to build prefabricated vegetable industry cluster
According to Hui Zengyu’s analysis, the catering industry is a large market with a scale of 5 trillion in the lower reaches of agriculture. With the advent of the era of mass catering consumption, new customers on the demand side are booming, and the infrastructure on the supply side is continuously improved. “Source integration supply chain + cold chain transportation + central kitchen construction + capital investment” will reshape the pattern of the catering industry.
According to the Research Report on the market prospect and investment of China’s Prefabricated vegetable industry in 2021 recently launched by China Commercial Industry Research Institute, the stock of China’s current prefabricated vegetable market is about 300 billion yuan, accounting for less than 10% of the overall food market. Referring to Japan’s 60% penetration rate, China can grow into a trillion scale prefabricated vegetable market in the next five years, which will exceed 3 trillion in the long run. In addition, under the overseas opportunities of RCEP, the prefabricated vegetable industry has an overseas market with a population of 3.5 billion.
Relevant data show that at present, there are more than 68000 prefabricated vegetable related enterprises in existence, in operation, moving in and out in China. In terms of geographical distribution, Shandong has the largest number of enterprises related to prefabricated dishes, with nearly 8600; Followed by Henan, with more than 6300; Jiangsu, Guangdong and Hebei followed. In terms of industry, 59% of enterprises belong to wholesale and retail industry. In recent years, the registration volume of enterprises related to prefabricated dishes (in all States) has gradually increased, including more than 10000 for the first time in 2018, more than 12000 in 2019 and 2020. The registration volume dropped in 2021, with more than 4000 registered in the whole year.
At present, in Zhucheng, Weifang, Shandong Province, the local government has raised the prefabricated vegetable industry to the height of modern agriculture and strategic pillar industry. It is necessary to build Zhucheng into a prefabricated vegetable development base integrating R & D, production, trading and industrial services. Locally, in addition to Shandong Huifa Foodstuff Co.Ltd(603536) , Shandong Delisi Food Co.Ltd(002330) is also a listed company in the field of prefabricated vegetables, and there are more than 500 other relevant production enterprises.
At the two sessions of Shandong Province this year, huizengyu suggested that Shandong could form a work promotion system led by provincial departments, guided by a special fund, promoted by a set of linkage mechanism and guaranteed by a series of measures, quickly expand and strengthen the prefabricated vegetable industry cluster in Shandong Province, and strive to build a trillion level prefabricated vegetable industry base, Form a national benchmark with global influence and leading the development of the whole food industry chain.
At the same time, he also suggested that Shandong should aim at the current development trend of urban business and consumption business, adhere to high standards and high starting point, prepare the development plan of prefabricated vegetable industry in Shandong Province in the next five years, and guide all localities to further optimize the industrial layout and create “one City and one product” according to regional characteristics, resource endowment and industrial status.
In huizengyu’s view, if Shandong Huifa Foodstuff Co.Ltd(603536) runnong supply chain is brought into play, green ecology Shenzhen Agricultural Products Group Co.Ltd(000061) and local fresh fruits and vegetables are optimized through platforms such as intelligent sorting center, intelligent storage center and U4 central kitchen, and prefabricated products such as ready to eat, ready to heat, ready to cook and ready to serve are processed by using advanced standardized production technology for e-commerce, hotels, enterprises, organs The school provides safe, standard, high-quality and low-cost food materials, which can effectively link the industrial chain, value chain and supply chain, create a whole industry chain interest community of “agricultural base + processing logistics + central kitchen + smart catering”, drive the common prosperity of farmers and promote the modernization of agricultural villages.
