Prefabricated vegetable concept stocks lifted the trading tide. On January 12, Xi’An Catering Co.Ltd(000721) , Fortune Ng Fung Food (Hebei) Co.Ltd(600965) , Haixin Foods Co.Ltd(002702) , Shandong Huifa Foodstuff Co.Ltd(603536) , Yantai Shuangta Food Co.Ltd(002481) , Zhengzhou Qianweiyangchu Food Co.Ltd(001215) and other more than 10 shares rose. The most prominent Zhanjiang Guolian Aquatic Products Co.Ltd(300094) increased by more than 20% to close at 6.22 yuan / share.
Zhanjiang Guolian Aquatic Products Co.Ltd(300094) the sharp rise in the share price or the cooperation with HEMA fresh. On January 11, Zhanjiang Guolian Aquatic Products Co.Ltd(300094) announced that it had signed a cooperation framework agreement with HEMA to carry out cooperation in the fields of aquatic prefabricated dishes development and market promotion, Co Construction of Rural Revitalization Industrial Park, joint brand cooperation and consumption dynamic sharing.
It is reported that as early as after the epidemic in 2020, HEMA established the 3R business unit (i.e. hot ready to eat and cook), and made efforts to develop its own semi-finished product brand “HEMA workshop”. As a fresh e-commerce provider, box horse has its advantages in the field of incoming prefabricated dishes. According to the strategic cooperation agreement, HEMA will introduce Zhanjiang Guolian Aquatic Products Co.Ltd(300094) all kinds of prefabricated vegetable products into its own online and offline new retail channels, so as to directly reach consumers and focus more on the new generation of consumers, which will directly improve the sales of prefabricated vegetables and thicken the revenue level. In addition, the addition of high-quality new retail channels of HEMA can greatly consolidate the channel construction of Zhanjiang Guolian Aquatic Products Co.Ltd(300094) in the consumer market.
Analysys Qianfan data show that taking the data of the first quarter of 2021 as an example, the monthly life of HEMA has exceeded 15 million high-quality consumer users. The target customer group of HEMA is the post-80s and post-90s consumers, who are the main consumer group. According to the data of HEMA, 54% of post-95 HEMA consumers often buy food materials for cooking, and semi-finished dishes / prefabricated dishes are one of their favorite commodities, with the purchase proportion twice that of post-65.
The popularity of prefabricated dishes has led to the continuous expansion of the industry scale and more and more brands. Under the background of fierce competition, joint brand strategy has become an important direction for prefabricated vegetable enterprises to adapt to market competition. As the head of the new year’s Eve dinner is getting younger and younger, prefabricated dishes are also affecting the development trend of the new year’s food market.
According to the market research results of Box New Year’s horse dishes, among the respondents aged 30 to 35, 50% were prepared by themselves or their loved ones, and another 50% were still prepared by their parents. Shanghai has the highest proportion of young people preparing new year’s Eve dinner, 52%. As the “most important” meal of the year, young people aged 30 to 35 hold the leading power of the new year’s Eve meal, which also reflects that these young people are becoming the backbone of the family and gradually taking over the decision-making power of all kinds of affairs from their parents.
“HEMA New Year’s dish has also made targeted preparations this year. While developing new year’s dish products, in order to simplify the processing steps as much as possible, almost all new year’s dish products can be directly and simply heated and served. In view of the high beauty demand of new year’s dish, HEMA’s R & D team has also made a lot of efforts from product R & D to outer packaging to meet the needs of consumers for \’drying\’ New Year’s dinner.” Ning Qiang, general manager of HEMA 3R commodity purchase and marketing center, told the Securities Daily that consumers\’ demand for prefabricated new year vegetables is more specific and complex. Grasping the demand and solving the pain points are the key to making prefabricated new year vegetables visible to consumers, which is also the logic of HEMA making prefabricated NEW year vegetables.
Facing the tuyere, entrepreneurs will not miss it. Zhenwei Xiaomei garden, established in 2019, has now received four rounds of financing. It is reported that at present, they have more than 100 SKUs, and their products are divided into five categories: fried, hot, roasted, steamed and fried. Wellington steak, crystal lotus leaf chicken and hand-held cake are among them. According to official data, from July to August 2021, Gmv reached tens of millions of yuan per month, with a year-on-year increase of nearly ten times.
“Prefabricated dishes have the characteristics of high added value and complex production technology. They are an important category for retail enterprises to enter their own brand track.” Xu Xiongjun, founder of Jiude positioning consulting company, told the Securities Daily.
