What is the prospect of cross-border prefabricated dishes retailing in Luwei and Xianjiao communities?

Recently, Ziyan Foods, known as the "fourth stock of Luwei", had its first launch meeting.

Coincidentally, Yuan Ji Yun Dumpling, whose brand owner Guangdong Yuan Lianghong Catering Management Co.

What are the prospects for companies that do community retail of lo-mei and dumplings, and enter the field of pre-made dishes in a similar way?

Lv Cuiping/Text

On July 7, Shanghai Ziyan Food Co.

According to people familiar with the matter, Ziyan’s pre-made food business was not grafted onto the original storefront, but opened a new store, Ziyan Instant Food

In fact, Ziyan Baiwei Chicken has always been in the family meal market.

In 2021, Ziyan Baiwei Chicken launched a new product "Sour Soup Fat Beef", which was sought after by consumers as soon as it was launched and became one of the best-selling products.

Coincidentally, Yuanji Yunjiao, who had been sticking to the take-out mode of fresh dumplings before, also tried the pre-made dish project-Yuanji Yunchu

According to reports, Yuan Ji Yun Chef mainly cooks pre-made dishes in various cuisines

In terms of product research and development, Yuan Ji Yun Kitchen focuses on the characteristics of Shunde cuisine, mainly steaming and stir-frying, supplemented by fried snacks

　　Interestingly, Yuanji Yunchu also marked the nutritional attributes of the products, such as high protein, high calcium, and high fiber, which is convenient for consumers with personalized needs to buy

　　Frozen Weekly has counted the four major schools of the pre-prepared food industry: catering, professional, retail, and comprehensive

　　In the opinion of Wang Jintao, CEO of Product Force, a Chinese product innovation agency, it is not surprising that Ziyan Baiwei Chicken and Yuanji Yunjiao chose to use sub-brands as pre-made dishes.

　　In his opinion, Ziyan Baiwei Chicken actually has a natural advantage in making pre-made dishes

　　In contrast, Yuanji Yun dumplings have a slightly larger span for pre-made dishes

　　Although the span of making pre-made dishes is different between the two, he believes that whether it is Ziyan Baiwei Chicken or Yuanji Yun Dumplings for pre-made dishes, they all have a common advantage, that is, they are actually facing the same group of consumers.

　　As for both brands choosing to open new stores instead of adding categories to the original storefronts, his analysis may have a lot to do with supply chain differences

　　Some people in the industry also believe that this approach of the company is a strategy.
The original main brand projects are relatively mature, while the new projects have certain risks.
If the new projects are superimposed on the main brand, in case of failure, then It will have an impact on the store operations of the original main brand
.
There is no such risk in being a sub-brand and opening a new store
.
If the sub-brand is successful, it can become the second curve of the company's performance growth.
Failure to do so will not affect the main brand
.

　　What is the prospect of Ziyan Baiwei Chicken and Yuan Ji Yun Dumplings as pre-made dishes?

　　Wang Jintao said that it is difficult to say at present
.
He analyzed that whether a pre-prepared vegetable store can operate depends on many aspects, such as product selection and store operation capabilities
.

　　The selection is an important one
.
Whether the product selection is appropriate, and how well the product tastes restored, directly affects the repurchase rate of the store, and also determines whether a store can continue to operate for a long time
.

　　In addition, the operational capacity of the storefront is also very important
.
In the early stage of promotion, many pre-prepared food stores often have good sales, but once there is no promotion, sales will decline rapidly
.
This is a test of the store's operational capabilities and maintains the stability and sustainability of store revenue
.

　　Wang Jintao once bought a certain brand of pre-made dishes, but was disappointed after trying them out.
"Consumers want to meet two psychological expectations when buying pre-made dishes: convenience and deliciousness
.
From the point of view of convenience, most pre-made dishes are better than It is convenient to buy ingredients and make them now, but from the point of view of deliciousness, pre-made dishes still have a long way to go
.
” He believes that comparing deliciousness with convenience, deliciousness will directly affect the recovery of the product.
The purchase rate has a direct impact on the operation of the store.
Therefore, in the future, pre-prepared vegetable companies need to work more on the deliciousness of their products
.

　"China Food News" (July 28, 2022 Edition 05)

　　(Editor-in-charge: Lu Fanling)