Garden tours, lantern viewing, and sending lovesickness are the "reserved programs" of the Mid-Autumn Festival every year.

Yicai reporters have learned from many sources that during the Mid-Autumn Festival, retailers have launched many national style themed activities and products.

　　What is more interesting is that under the promotion of local festivals in various places, this year's Mid-Autumn Festival, the pre-made dishes of major retailers have become a hot spot, and even some companies have invested in the establishment of innovative R & D centers for pre-made dishes.

Guofeng products are selling well

　　During the Mid-Autumn Festival, more than 10 stores of Intime Department Store in Hangzhou, Ningbo, Wenzhou, Jinhua and other cities launched theme park activities, which attracted many consumers to participate in Hanfu parade, national style awards, lantern riddle guessing, and lantern viewing fairs.

During the Mid-Autumn Festival, Intime Department Store also ushered in a wave of consumption peaks. People searched for Mid-Autumn Festival gifts in Intime Department Store and placed their love in love.

Among them, the golden moon cakes, which symbolize happiness and auspiciousness, have been "liked" by more than 2,000 people on Miao Street; tens of thousands of early autumn trendy sweaters have been sold recently; the sales of Hanfu counters have quadrupled year-on-year, while wristwatches Sales of the 2018 rose by 29% year-on-year, and sales of moon phase watches were very high.

　　The relevant person in charge of Vipshop introduced that the Mid-Autumn Festival is a traditional Chinese festival, and the gift box packaging of the national trend is especially favored by young consumers. From the sales of post-95s, the national tide style gift box has increased by about 5 times year-on-year.

　　In many supermarkets under Carrefour, Metro, Hema and Bailian, national style themed products are also very popular during the Mid-Autumn Festival.

In order to cooperate with the use of Shanghai consumer coupons, Carrefour also specially launched a package that meets the consumption coupon usage limit to facilitate customers to purchase.

At the same time, major retailers have also opened online shopping channels to deliver door-to-door delivery to customers who have reduced their trips during the holidays.

Pre-made dishes become the highlight

　　In addition to the national style and traditional products favored by consumers, pre-made dishes have also become the highlight of this year's Mid-Autumn Festival consumption.

"We originally planned to go out of town, but now the safety of epidemic prevention is the number one priority, and local festivals are being promoted in various places, so we will stay in the local area, and we also plan to reduce travel, so we bought a lot of pre-made dishes and prepared to make Mid-Autumn Festival at home. Family dinner." Consumer Ms. Wu said.

　　The first financial reporter learned that there are many consumers like Ms. Wu this year, and this has also accelerated the prefabricated vegetable market.

At present, retailers such as Walmart, Carrefour and Metro have introduced a large number of prepared dishes.

According to Walmart, the pre-made products for the Mid-Autumn Festival mainly develop local specialties with complicated and time-consuming cooking processes, saving customers a lot of cooking time and reducing the threshold and difficulty of cooking.

When choosing a partner, Walmart selects top suppliers with strict quality control for cooperation. At present, the pre-made dishes for the Mid-Autumn Festival are very popular.

　　"We continue to pay attention to and quickly capture and respond to changes in customer consumption needs. We know that in this year's consumption environment, Mid-Autumn Festival consumption is more rational. We discuss optimization with suppliers from production, packaging, and logistics. For consumption scenarios such as personal use and gift giving, we have selected a batch of cost-effective products that conform to this consumption trend.” said Zhu Jun, Chief Purchasing Officer of Walmart Hypermarket.

　　More businesses are targeting the prefabricated vegetable market and investing more.

　　A few days ago, the first R&D innovation center in China that deeply integrates the development of catering food and fast-moving food, and focuses on the innovation of food technology - Yuyuan Cultural and Catering Group Science and Technology Innovation Center Base (hereinafter referred to as "Yuyuan Food Science and Technology Innovation Center") was officially put into operation. Invested more than 20 million yuan to purchase first-class instruments and facilities and pilot-scale equipment in the industry, excavated the best-selling dishes of many well-known and time-honored brands in Shanghai, including Shanghai Old Hotel, Green Wave Gallery, Shanghai Dexing Hall, etc., and developed time-honored pre-made dishes. series.

In the early stage, each dish was technically decomposed through professional analysis technology, down to the sour, sweet, bitter and spicy level of the dish, the fat content ratio of the meat, etc., which further refined the granularity of the traditional dish recipe.

In 2022, Yuyuan Food Science and Technology Innovation Center is expected to complete the product reserve of more than 130 SKUs for Yuyuan Cultural Food Group, and realize the launch of at least 100 new SKUs.

　　According to the report "Coming with the Wind, Fighting for the Deer - 2022 Prefabricated Vegetable Market Outlook", the size of China's prefabricated vegetable market will be approximately RMB 550 billion in 2021. Diversified catering scenarios and healthy eating trends promote the continuous expansion of the market. The five-year compound annual growth rate is expected to reach 13%.

While the overall market scale continues to expand, the growth in the proportion of the C-end market has also become the general trend of the development of the prepared vegetable industry.

The "2022 Prefabricated Vegetable Industry Report" released by the China Chain Catering Summit shows that the ratio of B-end to C-end in my country's pre-fabricated vegetable market is currently about 8:2. There is still a lot of room for growth.