In addition to buying vegetables, cooking, eating out and ordering takeout, prefabricated dishes have gradually become the dining choice of more and more people. After the outbreak, a number of catering enterprises, including Haidilao, Xibei and Xiaonanguo, successively launched prefabricated dishes, which can be completed with simple heating or slight treatment. The launch of prefabricated dishes, on the one hand, alleviated the pressure caused by the closure of enterprise stores, on the other hand, it also made people at home greedy. With the continuous innovation of the catering industry, more and more prefabricated dishes appear in consumers’ choices.
DIY becomes a trend to buy dumpling stuffing online
Taking this winter as an example, the consumption report of fresh e-commerce dingdong shopping shows that since December, the sales of dumpling products have been strong, and the total sales volume has increased by more than 40% month on month. The performance in Southwest China is particularly strong, and the total sales volume and total sales volume have increased by more than 10 times compared with last year. In order to meet the love of different people for dumplings, dingdong shopping has launched Shandong seafood dumplings, northeast pickled cabbage dumplings, Jiangnan shepherd’s purse dumplings, Guangdong shrimp dumplings, Sichuan Sichuan flavor dumplings, children’s dumplings and pure vegetarian dumplings. In East China, dingdong shopping has also launched novel flavors of dumplings and dumplings, such as hot pot dumplings. The “connotation” of dumplings also includes durian, hawthorn, tangerine peel, etc. In addition to eating ready-made dumplings, people in various regions have shown varying degrees of interest in making dumplings. In addition to purchasing fresh dumpling skins, stuffing is also a great knowledge. Personally chopping takes time and effort. Many citizens choose to place orders online. Ding Dong’s shopping data show that fresh meat stuffing is a good thing for the people of South China; People in North China have different interests in cold and fresh pork stuffing, followed by fresh pork stuffing; People in East China like shepherd’s purse pork stuffing, mushroom horseshoe stuffing, corn vegetable pork stuffing. Southwest people’s taste is slightly unique. The black pig meat stuffing with a lean to fat ratio of 8:2 and the leaf cake of yellow bean sprout pig meat stuffing firmly occupy the C position of the shopping cart.
The data show that in the third week of December, the total sales volume of pork stuffing in South China increased by more than 60% month on month, especially on December 17 and December 19, with a growth rate of more than 110% and 280% month on month. The people of North China who like eating dumplings all year round have an “average” combat effectiveness, and the total sales volume of pork stuffing increased by nearly 20% month on month. In addition to the traditional dumplings and dumplings, mutton soup and winter wine making have also become hot sellers in the week before the winter solstice. Since December 15, people in East China have been crazy about making single winter wine. As of December 19, the daily sales volume of winter wine has increased by more than 200% month on month, and the sales volume has increased by 677% month on month on December 17.
Making dumplings is also a technical activity. It not only needs to roll out the dough, but also a profound knowledge of how to wrap more meat and keep the boiled dumplings intact.
In order to solve the user’s confusion about DIY dumplings and make the fun of making dumplings greater than the trouble caused by the process, dingdong shopping launched the “winter solstice making dumplings” package. In addition to pig meat stuffing and dumpling skin, the package is also equipped with dumpling making artifact. You only need to put an appropriate amount of stuffing on the dumpling skin and use the dumpling making artifact to cook with a gentle press. It is really a blessing for lazy people.
traditional ingredients “changing core and beauty”
In addition to DIY dumplings, more and more “picky” consumers also put forward more requirements for the varieties of prefabricated dishes. Not only convenient, but also high-end delicious and rich varieties. This year, Ding Dong bought vegetables for Babao rice to “slim down”, “change the core” and “beautify the face”, and developed 12 categories, such as Buddha jumping wall Babao rice, Cat Mountain King durian Babao rice, three-color quinoa shell pumpkin Babao rice, to play new tricks with traditional ingredients, attract the attention of young consumer groups, become the “fashion standard” of emerging consumer groups, and make the traditional Babao rice become popular on the Internet. Since late December, the sales volume of Babao rice bought by Ding Dong has increased by more than 400% month on month.
Most of the traditional eight treasure rice is 500g, but the current diet concept advocates health and low sugar, so the eight treasure rice specification of dingdong ace dish “slimming” to 260g. Ding Dong has specially developed a “three color quinoa Beibei pumpkin eight treasure rice”, which not only replaces the traditional glutinous rice with the “vegetarian king” quinoa with low sugar and crude fiber, abandons the traditional lard and uses high-quality flaxseed oil containing a-linolenic acid instead, and replaces the filling heart of bean paste with Beibei pumpkin rich in a variety of unsaturated fatty acids, which is healthy, low sugar, slightly sweet and not greasy.
It not only “slimmed down” babaofan, but also “changed the core and upgraded” babaofan. The traditional eight treasures rice is basically filled with bean paste, white gourd sugar, red and green plum, etc. This year, Ding Dong’s shopping will also integrate popular ingredients such as “Buddha jumping over the wall”, “Cat Mountain King Durian”, “commander Kaitong chestnut paste” and “cheese and potato” into Babao rice.
In addition, Huang Xiaomi from Yulin, Shanxi Province is selected as the eight treasure rice of Buddha jumping wall. Each eight treasure rice contains precious ingredients such as mushroom, fish glue, sea cucumber, dry abalone and Buddha jumping wall thick soup. The yellow rice is soaked in soup without being greasy. It is very suitable for people who like to eat salty food, and also meets everyone’s demand for “something good for the Chinese New Year”.
prefabricated dishes usher in the development outlet
In addition to the above catering enterprises and e-commerce have successively launched prefabricated dishes, in recent years, manufacturers producing prefabricated dishes have also been favored by capital. The prefabricated dish brand Suzhou Weizhixiang Food Co.Ltd(605089) entered the A-share market in April this year and became the first stock of prefabricated dishes in China. The delicious products such as shrimp slip, shrimp and sashimi have also submitted the prospectus.
In addition, Zhenwei Xiaomei garden, founded by Pu Wenming, a former executive of hungry Mo, completed round a and round B financing respectively in March and October this year, with a financing amount of tens of millions of yuan; Three meals are expected to obtain tens of millions of yuan of a + round of strategic financing.
In addition, Haidilao, Yunhai cuisine and Xibei have increased their research and development efforts on the basis of the original Star dishes of hall food, and launched a series of prefabricated dishes one after another. Haidilao launched the “ready for dinner” series of semi-finished dishes, including pickled fish, spicy chicken, Kung Pao shrimp balls, etc; Yunhai cuisine sells fresh vegetables and half finished dishes through the two small program malls of “Yunhai cuisine basket” and “licking nose tip warehouse”; Xibei focuses on the raw materials on the grassland, including grassland sheep scorpion, Mongolian cattle bone, Kung Fu laotan pickled cabbage, etc.
According to the research report, economic development has brought about changes in residents’ dietary structure and improved consumers’ purchasing power of prefabricated vegetables; On the other hand, the industrialization of catering enterprises drives the expansion of prefabricated vegetable market. In addition, the strengthening of cold chain logistics distribution capacity drives the development of the industry. Prefabricated dishes cater to the lifestyle of young consumer groups under the fast-paced life. In addition, at present, local epidemics in China occasionally occur, and the frequency of family meals increases. Prefabricated dishes and cooking bags have gradually become a necessity for isolated life at home. Prefabricated dishes replace the processing of food materials and cooking of dishes in the back kitchen. The standardized production process can ensure the stable taste of dishes. While reducing costs, food enterprises can improve the floor efficiency of restaurants and improve the overall profitability. Reporter Zhu Rong
(Volkswagen Securities Journal)
