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Competition in prepared wet markets continues to heat up. Recently, Shandong, Sichuan, Guangdong, Hunan and other places have held prefabricated food industry conference, supply and demand matching meeting, to seek high-quality development of prefabricated food. Many enterprises have become industry highlights into the bureau, in addition to catering enterprises, fresh e-commerce platform, recently many household appliance manufacturers also began to beach layout prefabricated vegetable circuit.
Under the prefabricated tuyere, each player enters the game. From the perspective of the industry status, the concentration of the prepared dish industry is not high, the homogenization competition is serious, the overall profit level is low, and the leading enterprises have not formed obvious scale advantage. Consumers visit the China International Prepared Vegetable Industry (Shandong) Trade Fair.
1. The market continues to expand
In recent years, as the pace of life continues to accelerate, consumer demand for prepared dishes continues to increase. China's prepared food industry reached 419.6 billion yuan in 2022, according to a report by China Commercial Industry Research Institute. Imedia Research estimates that the size of China's prefabricated vegetable market will reach 510 billion yuan in 2023 and 1.72 billion yuan in 2026.
In the face of huge market space, all parties actively explore new opportunities for the development of prepared dishes industry. This year, the central No. 1 document proposed to improve the standardization and standardization level of pure vegetables, central kitchen and other industries, and cultivate and develop the prepared vegetables industry. Many places have explicitly written "prepared dishes" into the government work report, and put forward "three-year plans" and "five-year plans" for prepared dishes. A series of measures have been taken to support the development of local prepared dishes industry, such as building innovation platforms for prepared dishes, expanding industrial clusters for prepared dishes, and fostering demonstration enterprises.
According to the Report on China's Chain Catering Industry 2022, from 2021 to the first half of 2022, there were more than 20 financing events in China's prepared dishes industry, with the financing amount reaching tens of billions of yuan. The financing amount of prepared dishes accounts for about 10% of the financing amount of the catering industry.
Meanwhile, more than 74 percent of China's chain restaurants have used central kitchens, and more than half of them are developing standardized finished and prepared dishes, according to the China Chain Store Association. Including Haidilao, Meizhou Dongpo and other major catering and food enterprises have launched a number of prepared food products to seize the market.
In addition to catering enterprises, fresh enterprises are also competing in layout. Recently, Hema announced a new strategy to promote prepared dishes to taste good, healthy upgrade. Not long ago, Ding Dong Buy food also announced that it will officially enter the "big health prepared food 2.0" era, and out of the target scale of 5 billion yuan prepared food "order".
Although fresh e-commerce enterprises in the field of prepared dishes have many advantages, they also need to face numerous challenges. Experts said that in terms of customer resource acquisition, although fresh e-commerce enterprises in the C end market "like a duck to water", in the B end of the prepared dish market also contains a huge potential, but there are players in the field of prepared dish, and B end customers to establish a deep connection, and these big customers are strong stability, will not frequently change partners, Fresh e-commerce platform to expand the B market is not easy.
More capital into the market, further promote the rapid development of prefabricated wet market. The number of registered enterprises related to prepared dishes in China has grown from more than 2,000 a decade ago to more than 70,000 today, according to enterprise Chumhum.
2. Enterprises enter the office across the boundary
It is worth mentioning that this trillion yuan level "blue ocean" industry has recently attracted the attention of many household appliance enterprises. They have entered the field of prepared dishes in different ways, or launched the prepared dishes kitchen, or launched the digital kitchen electricity, or entered the prepared dishes equipment terminal, hoping to find new user growth points.
At the recently held CRE·2023 14th Guangzhou Hotel & Catering Expo and the Guangdong-Hong Kong-Macao Greater Bay Area Pre-Cooked Food Industry Exhibition, home appliance company Galanz showcases its first intelligent pre-cooked food products and unmanned retail solutions. Previously, Galanz also launched the "China Prepared Food Industry Ecological Alliance".
Gree Electric Appliances, another home appliance giant, is also laying out the prefabricated food circuit, leading the establishment of the Guangdong Prefabricated Food Equipment Industry Development Association. In the field of prepared dishes, Gree Electric Appliances is the most energetic home appliance enterprise. After entering the market last year, Gree Electric Appliances announced an investment of 50 million yuan to establish a prepared vegetable equipment company. A few months later, Gree Electric Appliances initiated the establishment of Guangdong Prepared Vegetable Equipment Industry Development Association, including Guolian Fisheries and other participants.
In addition, many home appliance companies, such as Changhong Meiling, Midea Group and Cobos, are also entering the pre-cooked food circuit as equipment manufacturers. Changhong Meiling announced that the company has developed products such as freezer cabinets for the prepared vegetables business; Kitchen electronics and small home appliance giants such as Boss Electric and Cobos are competing to release products and solutions related to prepared dishes, such as digital kitchen appliances.
Prepared food market continues to be hot, home appliance giants actively layout, but prepared food this cake is not easy to divide. Experts say the competition will extend to the prepared dishes sector as home appliance companies move into the market. In addition, consumers still need to develop the habit of using prefabricated kitchen electricity. It is clear that the home appliance giants that lay out prepared dishes still have many problems to overcome.
3. Opportunities and challenges coexist
As things stand, experts say, the popularity of prepared dishes is here to stay. This is reflected in the influx of players, the growing size of the market, and the surge in orders for prepared dishes.
Under the prefabricated tuyere, each player enters the game. However, opportunities and challenges coexist in the industry. From the perspective of the industry status, the concentration of the prepared dish industry is not high, the homogenization competition is serious, the overall profit level is low, and the leading enterprises have not formed obvious scale advantage.
At present, consumer attitudes towards prepared dishes are quite polarizing, and players in the layout of prepared dishes are also facing many challenges, such as not easy to return to prepared dishes, food safety, and with the entry of various players, the industry competition will become increasingly fierce. All in all, prepared food players still have an uphill battle to fight.
Industry insiders believe that if the prepared food industry wants to achieve long-term development, it needs to solve the contradiction between standardization and specialty, as well as the construction of supply system and food safety management.
"The prefabricated food industry chain is relatively long, and there are many links from the completion of processing to the serving of consumers. Cold chain transportation, preservation and storage all need to be safe, which is a big challenge for catering enterprises." Said Zhang Yongjian, director of the Research Center for Food and Drug Industry Development and Regulation at the Chinese Academy of Social Sciences.
In addition, the key technical problems to be solved for the high quality development of the prepared vegetable industry are common technical problems in the food industry. Scientific research institutions are generally better at doing basic research and original research, while enterprises know more about the market, are better at the application and development of technology, and can do market promotion work. Universities, production end, sales end should be three-way linkage, so that more "lying" in the laboratory technology to the application.
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