China-Singapore Jingwei Client, February 10th (Wu Xiaowei) The New Year is approaching, and a "war" on the New Year's Eve dinner has already started quietly.
Takeaways, restaurants, e-commerce platforms, from a few hundred yuan cooked food set gift box to nearly 10,000 yuan seafood dinner, which one would you choose?
Sino-Singapore Jingwei client searched major platforms and found that this year's New Year's Eve dinner has a rich variety of products, including take-out packages that can be booked on takeaway platforms, and semi-finished products sold on e-commerce platforms that are heated and ready to eat.
Fierce competition in the New Year's Eve dinner sales hot semi-finished products
According to the big data monitoring of the Ministry of Commerce, since the launch of the "2021 National Online New Year's Eve Festival" on January 20, the sales of the New Year's Eve dinner series on the online catering platform increased by 96% over the same period last year. 110% and above 70%.
Specifically, data released by multiple food delivery platforms show that the supply and search volume of "New Year's Eve Dinner" are increasing sharply.
Ele.me data shows that from February 1st to 3rd, searches for "New Year's Eve Dinner" surged three times from last week.
The number of New Year's Eve dinner set meals has nearly tripled year-on-year.
For Meituan Takeaway, searches for "New Year's Eve Dinner" from January 15 to February 4 rose 200% over the same period last year.
New Year's Eve dinner set sold on e-commerce platform
Different from the finished New Year's Eve dinners sold on the takeaway platform, the semi-finished products and fast-handed dishes with local characteristics have recently become popular products on the e-commerce platform.
Just follow the instructions and simply process it, even the "Xiaobai" who has no cooking skills and experience can quickly get started and make a table of New Year's Eve dinners that are delicious and delicious. This sense of ritual meets the needs of some consumers.
According to Zhu Danpeng, a Chinese food industry analyst, the epidemic has accelerated the distance between semi-finished products and consumers.
“Semi-finished products actually exist for a long time. For example, airplane meals, but consumers did not know it deeply. With the rise of group meals, semi-finished products have entered thousands of households, and the epidemic has become closer to consumers. The Chinese New Year is coming, semi-finished products appear in the New Year’s Eve dinner scene, the industry prospects are expected to expand."
The Sino-Singapore Jingwei client saw that on the e-commerce platform, semi-finished New Year's Eve dinners are mainly divided into single dishes and set meals.
The current hot-selling New Year’s Eve dinner packages have sold more than 1,000, and some products have sold more than 10,000.
Fresh food e-commerce enters the bureau and has a platform to push seafood dinners up to 8888 yuan
Fresh food e-commerce platforms have also participated in it, and have gained a lot.
According to data provided by Hema, during the 2021 New Year’s Festival, the sales volume of semi-finished annual dishes is 4 times that of the same period last year; data from the Daily Youxian platform shows that since the launch of the New Year’s Eve Fast Food Zone at the end of January, sales have increased sharply. Compared with the same period, there has been a significant increase. Brands such as Guangzhou Restaurant, Tanggong and Meizhou Dongpo are very popular; Cao Bo, deputy purchasing director of Dingdong Maicai, also revealed that Dingdong Maicai has developed nearly 100 kinds of fast food products this year, encouraging The citizens enjoy reunion dinner at home.
Box of 8888 yuan New Year's Eve dinner set for sale immediately
A China-Singapore Jingwei reporter searched and found that Dingdong Foods Platform has launched hot pot set menus, and Daily Youxian has launched local specialties such as coconut chicken and boiled fish.
In addition to semi-finished dishes, Hema also launched a New Year’s Eve dinner set, which includes lobsters that need simple processing and hot-fried dishes, and mentions “warm-keeping delivery, and delivery in 30 minutes as soon as possible.” The set is divided into three The grades include seafood, meat and vegetable dishes, staple food and gift boxes. Due to the different quantities of dishes, they are priced at 1,888 yuan, 3888 yuan, and 8,888 yuan respectively.
"Due to the introduction of the local Chinese New Year policy this year, the number of people on the first and second tiers has increased significantly, and the demand for new year’s eve dinner delivery has risen sharply. The main feature of the daily New Year’s Festival is'Taste of Hometown'. These regional specialties are semi-finished products. Users only need to simply heat up, and they can easily make a hearty meal and enjoy the delicacy of their hometown." The relevant person in charge of Daily Fresh Food said in an interview with the Sino-Singapore Jingwei Client.
In 2020, the sudden impact of the epidemic on the people's grocery shopping habits will usher in the fresh food e-commerce industry.
Fastdata data shows that the fresh food e-commerce transaction volume reached 182.12 billion yuan in the first half of 2020, a year-on-year increase of 137.6%, which has exceeded the entire year of 2019.
According to Hema, the epidemic has caused a sharp increase in consumer demand for cooked food and semi-finished products. Consumers have also changed their awareness of dietary health, paying more attention to freshness, safety and quality, which has also allowed consumers to further develop the habit of buying vegetables in App.
The capital side also quickly saw the advantages and potential of fresh food e-commerce.
According to a report issued by the E-commerce Research Center of the Net Economics, there will be 17 financings on domestic fresh food e-commerce platforms throughout 2020. The platforms involved include Rabbit Fresh, Shixing Fresh, Weiku Seafood, Multi-point Dmall, Xinfa Dizhang Fresh, Daily Fresh Fresh, Dingdong Shopping, etc., with a total financing of over 13.65 billion yuan.
How do online and offline fresh food e-commerce companies break through?
Although fresh food e-commerce is in the forefront, in the New Year's Eve competition, online multi-channel competition is fierce, and offline supermarkets and restaurants are already in the "war".
Data previously released by Suning Supermarket showed that the small-package New Year’s Eve gift box suitable for a family of three increased by 125% from the previous month during the New Year’s Eve last year.
JD 7FRESH has also launched a new year meal package for small families of 4-6 people since last year, and the per capita cost is only 60 yuan.
According to the person in charge of Beijing food company Jingweizhai takeaway, considering that there may be a lot of people staying in Beijing this year, the store has launched a two-person group annual package and increased the supply of single-person quality packages. Can eat well".
In addition, some restaurants promptly introduced takeaway dishes, packed New Year’s Eve dinners, and provided on-site cooking services such as "Chef at Home".
So, how can fresh food e-commerce break through?
Zhu Danpeng pointed out to the Sino-Singapore Jingwei client that fresh food e-commerce is actually a subdivision of e-commerce. Its professionalism and focus are higher than ordinary e-commerce. Therefore, when making semi-finished New Year’s Eve dinners, you can Standardization, specialization and branding have been further expanded.
The relevant person in charge of Daily Youxian believes that as a fresh food e-commerce platform, the advantage of launching New Year’s Eve dinner is not only that online fresh food e-commerce provides users with more convenient and fast services, but also can reversely customize products according to user needs. It is more suitable for the specifications of the ingredients required for a family meal, allowing users to buy and eat immediately without stocking.
At the same time, relying on supply chain capabilities and brand power, it also has a certain price advantage compared with offline channels.
How does your family plan to prepare New Year's Eve dinner this year?
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(Zhongxin Jingwei APP)
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