Test water specialty store, offline retail of Nuggets, the head enterprise of Hunan prefabricated vegetables

Recently, a retail brand of pre-made dishes called "Chopsticks Cooking" has attracted the attention of Frozen Weekly.

What are the prospects for Hunan pre-prepared food companies that originally focused on B-side catering channels and entered the C-side by opening stores?

Lv Cuiping/Text

Cong Chu "cooked with chopsticks" and opened a specialty store based on the vegetable market

Congchu Foods is one of the leading brands of pre-prepared food enterprises in Hunan.

In recent years, affected by the epidemic, the catering industry has been impacted, and the frequency of eating at home has increased, which has led to an outbreak of pre-made dishes on the C-side

A document titled “Chopsticks Cooking” vegetable market partner recommendation document shows that the Chopsticks Cooking brand belongs to Congchu Foods, a chain brand that focuses on selling fresh pre-made Hunan dishes to home users

As for the location of the store, you can know from the title of this recommendation book "Vegetable Market Partner Recommendation" that it focuses on the vegetable market, which can be a vegetable market stall store or a vegetable market storefront.

A staff member told Frozen Weekly that this is an attempt by Congchu Foods.

Although it is a new brand, the staff said that Congchu Food does not win by price, but focuses on quality.

Hunan prefabricated vegetable enterprises test the water C-side in multiple dimensions

"Chopsticks Cooking" opens up the market with an offline store model, which is not the first time Congchu has tried the C-end

As early as a few years ago, when e-commerce platforms represented by Taobao and JD.

In Hunan, there are also many companies like Congchu that open up the C-side from the B-side through Taobao, JD.

However, this model also has certain drawbacks

In recent years, community group buying platforms have sprung up.

For example, Peng Jifang took the express train of community group buying and cooperated with multiple community group buying platforms such as Xingsheng Select to deliver the company’s products directly to the family table

From this point of view, Congchu Foods specially created "Chopsticks Cooking" to open offline stores, which is a further exploration of Hunan prefabricated food enterprises to develop the C-end market and deepen the channels

Are pre-prepared food specialty retail stores a good business?

In the prefabricated vegetable industry, there are not a few people who serve the C-side by opening a store

In the view of Mr.

However, he also believes that 2B and 2C are two completely different logics.
Therefore, Congchu will definitely encounter some difficulties if he wants to open a store and run through the C terminal
.
"Companies that traditionally serve the B-side are more of a factory thinking.
They consider how to reduce costs and produce products based on the production advantages of the factory.
As long as the cost-effectiveness and customer relationship are well done
, the C-side operation is user thinking.
Focus on consumer experience, services, scenarios, and needs
.
”

　　Another industry insider, Manager Wu, also believes that it is definitely no problem to force the C-side
.
However, the success of the store opening model has yet to be verified by time
.
He analyzed that although the acceptance of pre-made dishes by ordinary consumers has greatly improved in the past two or three years, it is still difficult to support a storefront with pre-made dishes
.
"The frequency of consumption cannot be achieved
.
The selection of product categories also needs to be carefully considered.
If there are too many SKUs, the required store space will be larger, and the rent will be under pressure; if there are too few SKUs, it will not be able to well meet the diverse needs of customers
.
" He believes that it may be a good attempt to add a pre-made vegetable counter in the community supermarket
.

　　"China Food News" (version 05, June 16, 2022)

　　(Editor-in-charge: Lu Fanling)