Fresh food e-commerce enters the pre-made food track from C-end consumption

Pre-made dishes have been favored by consumers in recent years, especially during the Spring Festival, Mid-Autumn Festival and other holidays, pre-made dishes are frequently snapped up, which also makes fresh food e-commerce see another breakthrough

Consumer demand boosts sales growth

For the "refined and lazy" family, if they want to cook a sumptuous New Year's Eve dinner quickly, fresh ingredients are not enough, and the diversified development of pre-made dishes in recent years can well meet this consumer demand

According to Meituan Maicai data, in 2021, the sales of Meituan Maicai’s pre-made vegetables will increase by 4 times compared with the previous year

In the Spring Festival consumption data report released by Daily Youxian, Dingdong Shopping, and Hema recently, pre-made dishes have become one of the protagonists

Zhuang Shuai, a special researcher of the e-commerce research center of Netease, said that the demand for pre-made dishes has increased with the outbreak of the epidemic, and the production cost is low and the profit margin is higher

Platform plus pre-made dishes track

Since the outbreak of the epidemic, JD Qixian, Meituan Maicai, Ele.

At present, there are about 200 SKUs of Hema frozen pre-made dishes, and about 100 are sold in season; Jingdong Qixian will launch the "Palace Banquet New Year's Eve" series in 2022, bringing consumers Yuchen cherry meat, Tassi Court dishes such as Hami beef and tomahawk leg of lamb have become Qixian's special New Year's Eve dinners

The convenience and cost-effective characteristics of pre-made dishes have made the market demand continue to increase

Taking Dingdong Maicai as an example, in the fourth quarter of 2021, its revenue was 5.

Bao Yuezhong, chairman of Baum Enterprise Management Consulting Co.

Innovative production capacity is the key

The problems faced by the prepared vegetable industry are similar to those of the catering industry.

Compared with other businesses in the prefabricated vegetable market, the development of prefabricated vegetables by fresh e-commerce also has advantages

　　"Fresh food e-commerce focuses on this field, but it is still affected by the transformation of upstream companies.

　　At present, the development of the prefabricated food industry is characterized by scenario-based and intelligent development.

　　Bao Yuezhong believes that the key to making pre-made dishes is production capacity and product innovation.

(Comprehensive arrangement by Gao Na)

　　"China Food News" (07 edition on April 15, 2022)

　　(Editor in charge: Gao Na)