Behind the popularity of prefabricated vegetables in qudian, there is a slow-paced long-term ism

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The epidemic continues to recur , As a brand-new tuyere, prefabricated dishes quickly swept the country , And gradually attracted the participation of all forces .

Jihema 、 The daily optimal fresh 、 After meituan buys vegetables and other fresh racetrack players ,7 month 17 Luo min, the founder of riqu store, fought for 19 Hours of live 、 Field view 9587 The record of 10000 person times and the record breaking sales volume , It has saved the momentum of prefabricated dishes in the fun store , And then 18 At the brand strategy press conference on August, it officially announced the entry of qudian prefabricated dishes . And with the players of prefabricated dishes, including qudian, competing to enter the game , This trillion scale market is increasingly reflected in people's vision .

Trillions of golden tracks that cannot be ignored

At present, the reason why prefabricated dishes can attract players from all walks of life to enter the game , It is inseparable from its huge growth space and its mature external conditions .

From the track , The prefabricated vegetable track is a high growth track worthy of long-term bet . According to the data provided by the national prefabricated vegetable industry alliance ,2021 In, the scale of China's Prefabricated vegetable market was 3459 One hundred million yuan , expect 2022 Year to 2026 In, the growth rate of the prefabricated vegetable industry was 20% To 30% about , Is expected in the future 5 The domestic prefabricated vegetable market is expected to climb to more than trillion in , There is a lot of room for growth .

From the demand side point of view , The rapid development of urbanization and the rapid expansion of the working population superimpose the impact of the epidemic , The demand for prefabricated vegetables in the market began to soar . In recent years, the rapid development of urbanization , It has driven the growth of the urban working class , Individuals are limited to the lack of energy and time allocation , As well as the strengthening of the trend of small families and the degradation of cooking ability , This is better than “ Take-out food ” The demand for delicious food continues to rise , At the same time, the rise of new formats such as takeout distribution , It meets the external conditions for the distribution of prefabricated vegetables , Make the market scale of prefabricated vegetables continue to expand . And the epidemic continues to spread repeatedly , It further stimulated the outbreak of relevant markets .

According to meituan's shopping data ,2021 The sales of prefabricated vegetables increased significantly in , a 2020 Year-on-year growth 4 times , Among them, the sales of frozen dishes accounted for the highest proportion and the largest growth rate ; Jingdong supermarket data shows ,2021 The turnover of pre prepared vegetables increased year on year 156%.

From the supply side , As the prefabricated vegetable track continues to be hot , The number of new prefabricated vegetable enterprises in the industry has soared , However, the level of various types of players varies, and most of them are small and medium-sized players , There are shortcomings in the level of supply chain and the ability of dish research and development, accompanied by a certain degree of homogenization , Some categories with characteristic supply capacity have not been effectively explored . All these above , All prepared the conditions for the outbreak of interesting stores .

Behind the live broadcast explosion , The interesting store has been prepared for a long time

Combined with the data of live broadcast of qudian , As a new player, it can suddenly “ Critical fire ”, Of course, it cannot be separated from the boost of platform marketing activities , But it cannot be separated from its careful planning and layout in the early stage .

From the perspective of product positioning , The positioning of qudian prefabricated dishes is based on “ Short term guarantee ” Mainly , Its positioning is significantly different from that of frozen prefabricated dishes on the market . At present, the prefabricated vegetables in the domestic market are mainly frozen vegetables , The fresh-keeping period is 6 To 12 Months , Basically, they are all frozen , Due to the limitation of freezing capacity, most of these vegetables do not contain vegetables ; In contrast, qudian prefabricated dishes are mainly home cooked , The shelf life is only 3 God , It aims at users' demand for home cooked dishes , From the perspective of positioning, it has obvious dislocation competition with the above categories .

From the perspective of industrial layout , Qudian has made a lot of preliminary industrial chain layout before making prefabricated dishes , Well tamped its supply chain links .

For players who prepare vegetables , The guarantee of supply chain is an important guarantee for its strong competitiveness , Therefore, qudian has made a lot of preliminary layout before prefabricating vegetables . such as , In terms of materials and storage ,2022 At the beginning of the year, qudian was successively in Xiamen 、 wuhan 、 Shenzhen, etc. 15 Four cities have been set up 15 A factory for the production and processing of prefabricated vegetables ; In order to do a good job in the business of prefabricated vegetables , Qudian also integrates upstream and downstream resources , And delis 、 Longda 、 Guolian fisheries 、 Hengxing aquatic products and other high-quality enterprises cooperate .

From the perspective of dish research and development , It has established a huge dish research and development team , This makes the dishes taste 、 Satisfy consumers in terms of characteristics and health . In research and development , Qudian organized two research and development teams, and hundreds of people carried out 200 Many days of deep research on products , Concentrate on product development . According to Luo min , At present, qudian prefabricated dishes have been developed for more than 100 A product , It's only online now 14 individual , It is to ensure that each one is a boutique , Can surprise consumers , This is in addition to delicious, healthy and fresh , Another important thing .

Judging from all aspects , The outbreak of prefabricated dishes in qudian is not a “ accident ”, But the collective force of all the work in the early stage .

The entrance is more than online

As mentioned earlier , Limited to dishes with “ Short term guarantee ” Main positioning , When considering specific landing , Nor does it just put the sale of dishes online , But I hope to get through online and offline , Realize large-scale all channel digital Unicom , Its layout has its own internal logic .

One side , Online connection is conducive to launching online marketing 、 Expand brand voice , At the same time, it is convenient to accumulate user data and accelerate product iteration , Promote the large-scale production of its brand dishes . As a prefabrication dish in Qu store “ Try the water ”, Qudian prefabricated dishes can quickly attract a large number of users in a short time , In addition to the platform mechanism “ Flow tilt ” outside , It also benefits from its clear portrait and user preferences accumulated in the early online user data , This has played a great role in the outbreak of its refined categories .

Qudian borrows the resources of the large flow pool of Tiktok platform and the incentives of hundreds of millions of marketing expenses （ Apple mobile lottery ）, Quickly convert a large number of paying users , Turn public domain traffic into private domain traffic , Give full play to the role of marketing , Brand promotion and data mining are carried out at the same time , The continuous explosion of large items has quickly brought large-scale benefits to the brand , This is undoubtedly the biggest inspiration that this live broadcast brings to cross-border players who do live broadcast and bring goods .

On the other hand , By actively promoting the expansion of offline stores , It can help them improve the consumption rate of dishes and user satisfaction , Accelerate the branding process of enterprises , At the same time, it is also conducive to the mutual diversion between online and offline . For fresh dishes , The low gross profit rate caused by high wear and tear rate has always been a big problem , Grid distribution is formed by building an offline store network , It can minimize the distribution distance and the resulting in transit losses , It is undoubtedly a practical way to benefit many parties .

in the first place , In terms of the positioning of the dishes in qudian ,“ Short term guarantee ” Its characteristics determine that it has a certain demand for offline stores , Store layout can well shorten the waiting cycle of users and improve user experience and satisfaction , And then bring positive feedback on word of mouth , At the same time, it can reduce the consumption rate to improve the gross profit of single products ; both , The brand recognition of enterprises can be increased through stores , Help it accumulate user trust ; Third come , Connect online and offline links , Online and offline mutual empowerment 、 Flow mutual aid , Can maximize drainage .

According to Luo min's plan , In the future, qudian will continue to promote, including Tiktok 、 Development of online channels including wechat apps , At the same time, it will also promote the expansion of offline stores , The goal is to 2022 Year development 20000 stores , To 2023 Developed to 50000 stores ,2024 - 200000 stores . without doubt , Qudian is trying to use online and offline “ Walk on two legs ” To accelerate the business expansion of the platform .

All in all , From the specific layout , The channel linkage of qudian's Prefabricated dishes fits its own reality , And has relatively complete channel logic .

The chronism behind the slow pace

It's not hard to find out , Although the way of prefabricating vegetables in qudian is still high and high , But in product design 、 Research and development and other important links have maintained a relatively slow pace , This slow pace essentially reflects its long-term commitment to the prefabricated vegetable industry .

From the perspective of the industry itself , Prefabricated vegetables are between lettuce and cooked vegetables “ Semi finished food ”, At present, it is still in the initial stage of development , There are still many problems to be solved , It will not be achieved overnight “ Earn fast money ” The field of , Therefore, the participating enterprises need to have enough patience .

In recent years, under the catalysis of the epidemic , Including semi-finished dishes 、 Fast food dish 、 Cook prefabricated dishes including bags , It has quickly become a new hot spot to promote the development of the catering market . But from the perspective of the whole industry , The development of domestic prefabricated vegetable market is still relatively “ primary ”, With industrial production capacity 、 There are not many large prefabricated vegetable enterprises with central kitchens , At the same time, the homogeneity of dishes is serious 、 Low cost performance 、 The problem of low consumer recognition still exists , All enterprises involved are still in the early exploration stage of crossing the river by feeling the stones , There are still many uncertainties in development .

In this context , A large company like qudian that is fully involved , It is a beneficial supplement to the existing supply side of prefabricated vegetables , With the help of characteristic dish research and development, refined Omni channel operation and the coverage of the whole industrial chain , It can promote the entry of the industry faster “ Standardization ” A new stage of development , It is also conducive to the industry to explore the most suitable business model and development path as soon as possible .

From a competitive point of view , There are many players involved in the industry , Among them, there are many people with strong strength , In the long run, with the continuous upgrading of competition , In the future, players will compete in the supply chain 、 Dishes and other fields , A protracted war will be inevitable . At present, there are not only box horses in the field of prefabricated dishes 、 The daily optimal fresh 、 Meituan buys vegetables and other powerful fresh food giants , And Haidilao 、 Jia Guolong Kung Fu cuisine 、 Zhiweiguan and other powerful catering enterprises , In addition, Anji 、 Three full 、 Chia Tai and some traditional prefabricated vegetable enterprises are also involved , All forces should not be underestimated .

With the strength of the industry, more and more players , There will be more and more comprehensive dimensions for everyone to compete , The comprehensive strength of enterprises is becoming more and more important . In this context , All enterprises need to do a good job in the early stage , Through hard cultivation of internal skills 、 Practice real skills and precipitate core abilities , So as to dig the moat of enterprises .

From this point of view , The slow pace of qudian in the early stage , It is conducive to winning public praise and market , Leave enough space for them to move in the fierce competition in the follow-up market .