"Buy pre-made dishes and go home to heat them. You can make a New Year's Eve dinner in about 20 minutes. It is simple and convenient." On the morning of January 28, Xiao Lu, born in the 1990s, went to Guangzhou Hema Centralhuan Store to purchase New Year's goods. "There are a wide variety of pre-made dishes, which can meet the needs of 'sourcing' New Year's Eve dinner."
The Spring Festival is approaching, and pre-made dishes have become the "new favorite" of many citizens' dining tables, and are even sold overseas. The reporter visited some shopping malls in Guangzhou and found that major catering brands, food companies and retailers seized the business opportunities and launched pre-made New Year dishes with diverse specifications, rich dishes and diverse combinations. Many retailers said that sales have been considerable in recent times. Some new retail companies said that sales of pre-made dishes increased by as much as 400% this month.
Category upgrade ▶▷
Integrate local cuisine specialties
frozen potted vegetables, Buddha Jumps over the wall, "Eight Bowls", floral chicken, green and pepper roasted sea bass... Walking into the Guangzhou Hema Centralhuan Store, the pre-made dishes in red and gold packaging convey a strong New Year atmosphere. "It costs seventy or eighty yuan to order a boiled beef in a restaurant, while pre-made dishes cost only twenty or thirty yuan." Xiao Lu said that he was less busy when preparing the New Year's Eve dinner and had more time to spend with his family.
"The survey found that many consumers believe that dishes with local characteristics are indispensable New Year dishes. Therefore, we have launched 18 different sets of "Eight Bowls" New Year dishes in different regions across the country to make the New Year's Eve dinner more hometown flavor." Deng Huaxiang, head of Hema Guangzhou regional catering, introduced. In Guangzhou, Hema's "Eight Bowls" pre-made New Year dishes include braised pork, raw fried pork ribs, fried fish cakes, braised goose paws, taro button pork, braised pork hand, osmanthus thorn, and family portraits. They all need to be heated and eaten. In Shenzhen, this set meal adds salt-baked chicken.
In the view of industry insiders, the pre-made dishes that have become popular in the consumer market this year's Spring Festival actually meet the new demands of the consumer groups born in the 1980s and 1990s for cooking delicious food: healthy and nutritious, high appearance, convenient and fast, and delicious. To this end, some manufacturers have put a lot of effort into pre-made dishes from food utensils, contents, and outer packaging, color matching and placing dishes to satisfy people's current mentality of "showing pictures". With the development of science and technology, the process, technology, nutritional matching, logistics cold chain, etc. in the production and production of pre-made dishes have made many progress compared to before.
seizes the new blue ocean ▶▷
market potential has increased by 20% year-on-year
Pre-made vegetables are booming this year, and new competitors continue to join this track. In addition to the familiar well-known brands such as Taotaoju and Guangzhou Restaurant, food and retail companies such as Lixiangguo, Qian Dama, and Hema have also entered the market. Online, fresh food platforms such as Dingdong Maicai and MissFresh also joined the field and launched their own brand pre-made dishes.
, a community supermarket with nearly 2,000 stores in South China, has developed dozens of pre-made dishes such as pot vegetables, plum vegetables, and fortune pig hands, and advocates young people to use pre-made dishes to make a New Year’s Eve dinner for their parents. The company's relevant person in charge said that it only takes 40 minutes to make ten classic New Year's Eve dinner main courses with pre-made dishes, while achieving a high-quality and authentic cooking texture.
focuses on community fresh food online platform. In order to meet the needs of the new generation of consumers to make New Year’s Eve dinner at home, more than 50 "ace dishes" with characteristics across the country have been launched this year, from Hong Kong-style pots, Shantou Chenghai lion head geese to Inner Mongolia charcoal grilled lamb hind legs, Wuxichuan-style bacon, Jiangsu's Huaiyang lion head, Zhejiang's Tianmushan flat-point old duck pot, etc., there are also 10 New Year’s Eve dinner sets, with prices ranging from 58 yuan to 888 yuan, and frugality is by people.
"The Spring Festival is the peak season for catering and food consumption." According to iMedia Consulting data, the size of China's pre-made vegetable market in 2021 is estimated to be 345.9 billion yuan. Pre-made vegetables are in the early stage in China. With the upgrading of consumption and the layout of cold chain logistics, the pre-made vegetable market will accelerate to the B and C ends at the same time, and will then increase year by year with a growth rate of 20%. It is estimated that the scale of China's pre-made vegetables in 2023 will be about 516.5 billion yuan.
RCEP bonus ▶▷
helps water industry enterprises to "go overseas"
In Dubai Wemart, Spring Festival couplets and other decorations for the New Year add a lot of New Year atmosphere to the supermarket. "At present, a batch of pre-made dishes are being sent from China to Dubai. The variety is rich and can meet the tastes of various consumers." said Wu Yaping, head of the Operations Department of Dubai Wenchao Group.
, a pre-made dish that is distributed to Dubai, comes from Guolian Aquatic Products from Zhanjiang.Cai Jingwei, head of Guolian Aquatic Products Promotion, said that the company's pre-made dishes have been sold to more than 40 countries around the world, mainly in Southeast Asia, the United States, Singapore, Australia and other countries.
With the implementation of the RCEP (Regional Comprehensive Economic Partnership Agreement) this year, pre-made dishes have also ushered in greater development opportunities. "RCEP member states are basically countries along the Pacific coast and are very close to the Chinese market." Cai Jingwei said that RCEP unified the trade rules within the region and broke the original barriers of tariffs and non-tariffs, which will effectively promote the continuous expansion of trade exchanges between member states and bring new opportunities for Chinese aquatic companies to go global.
Southern Daily reporter Ou Zhikui Changdaoli
(Southern Daily)
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