The halogen track is heating up and the competition in the industry has intensified

After 5 years, the halogen products industry has once again ushered in an IPO

There is still a lot of room for growth for new and old brands

The statistical report of Ai Media Consulting shows that the market size of China's halogen products this year is about 329.

As a good business with "low investment requirements, short return cycle, and high degree of standardization", the 100-billion-level halogen market is constantly attracting capital to enter

Industry insiders believe that the halogen products market will still maintain stable growth in the future, due to the dispersion of the entire industry, there is still a large room for

Halogen products are widely circulated in the Chinese diet, and after a long period of development, there has been a stable consumption base

At present, the halogen food market is further developing in the direction of chaining, branding, scale and standardization, and enterprises have begun or deeply expanded the sinking market, for the consumption characteristics of third- and fourth-tier cities, halogenated food with rigid consumption characteristics will be expected to achieve faster growth

Judging from the performance of the first half of the year, compared with the brine enterprises that position leisure food, the profitability of Ziyan Food, which focuses on household consumption scenarios and focuses on the brine flavor of meals, is more prominent

According to the data of Ai Media Consulting and Research, in 2021, more than 96.

In the view of Zhu Danpeng, an analyst in the Chinese food industry, the consumption scene of Ziyan food should be more abundant

Branded prefabrication or breakthrough direction

In recent years, with the rapid development of the cold chain logistics industry and the improvement of the consumption capacity of superimposed residents, the halogen products industry has ushered in rapid growth

Although the industry is growing steadily, it is relatively fragmented

In other words, due to the low entry threshold of the halogen products market, there are more brands entering the market, and the industry pattern is very scattered

"Halogen products are a super track

According to the research report, the store is the most important channel terminal for halogen products, according to the data of listed companies, the store revenue accounts for more than 70%.

CICC's research report believes that due to the better flavor of fresh products, with the expansion of chain stores and the development of branding, the short-term guarantee products of future chain stores are the development direction

In addition, more and more spicy halogen companies have begun to pay attention to their own brand effects, and have won the attention of consumers through multi-dimensional promotion of their own products through the Internet

Wen Zhihong, a partner and head of chain operation of Hejun Consulting, said that Absolute Taste Food, Black Duck and Huang Shanghuang are also exploring new ways of growth, and Absolute Taste Food is establishing the so-called "ecology", this model may not be the best choice, or to put resources on the main business of the
brand and format.
Product prefabrication or a breakthrough direction, which can be achieved from online and offline, may also bring a breakthrough in channels and consumption scenarios, or bring about revenue and scale growth
.

(Yuan Guofeng, comprehensive arrangement)

China Food News (2022-09-30 05 edition)

(Editor-in-charge: Yuan Guofeng)