The way to make money

Source: Red Food Network

When many meal companies began selling their own condiments in stores, e-commerce, even business super-class channels And seasonings, no longer just seasoning manufacturers, but also a by-product of many meal companies, or even an important part of its future business layout.

The sea-shelf sells hot pot substrates, and the feeding of spicy dry pot seasoning, the fish is pushing chili sauce … I believe you, see you, see the restaurant door, meal Enterprise officials selling packaging seasonings will not be surprised. No matter the Sichuan Hot Pot, Chaoshan Hot Pot, Dry Pot, Grilled Fish and other meals, have launched all kinds of substrates, oil discs, chili bags, sauce bags.

The seasoning is not only a comprehensive scale of the catering industry. The by-products brought by the central factory are also in the face of challenges, the newly opened \”another leg\” is discharged from many meals. Future strategy.

01 starting from the hot pot, a large number of counties added to the seasoning army

To tell the creation of the most condiments, I am afraid the hot pot will be the first to have a lot of heat.

According to Zhi Research, the 2019 hot pot bottom material market is 22.5 billion yuan, the hot pot is 5 billion yuan, the two increased by more than 15% year-on-year, and the complex seasonings The first two.

From the player’s pattern, although there are some head players, such as 颐海 国,, the natural food, red ninety-nine, but according to Dongxing securities data, the compound condiment market concentration is less than 20%, More dispersed, the new players in the hot pot condiment market go into the head of the space. And there is a big proportion, it is a meal.

Haililaya has several hundred stores, the market value of 31.5615 billion Hong Kong dollars (as of October 9, 2020), and then rush to the forefront, launched retail substrates, and materials. And in addition to the hot pot substrates, ie, sealavi, and sealavi, also launched composite seasonings such as sour vegetable fish, palace protection chicken.

According to the 2020 years of Haidilao, the sales of condiments and ingredients reached 182 million yuan, accounting for 1.5% of the total revenue from 2019, raised to 1.9%.

Xiaolongkan, sister, little fat sheep, 大 侠,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, The sister also put the hot pot substrate as a ring of dissemination of Chongqing culture. Even the hot pot restaurants with only two or three stores may have a substrate that belongs to their own brands. Too two also will have a \”better than fish\” in the store, e-commerce sale, and the Hunan Restaurant will develop the retail business of the pepper. The material, seasoning is not only sold in the store, but in the face of the business, it is facing the big circulation of the most population.

The meal company is involvedThe flavoring sector is mainly concentrated in composite seasonings, ie, various single basic seasonings, which meets different seasonings, and this sector is also the fastest growing in the entire condiment industry. Category. According to the data of ENG, 2015-2020, the market size composite growth rate of Chinese composite condiments and hot pot tuning is 16.9%, 15%, and the top 2 of the bits of the locale class.

At the same time, in the view of the condiment industry, the single seasoning market is clear, and the traditional condiment giants are mostly focused here, and the compound condiment sector, the fine sequential class, leading to the distribution of enterprises, and the market concentration is not high. It is also a large development space in the category. Therefore, as this has a brand, it is also a piece of enterprises that have a channel of the store.

So, the meal company as the front end, why have you entered the backpoint?

02 is all the chances of \”provinces\” in the Central Plant

It is better to say that the central factory \”leads\” this road.

When standardization, scale is the future of domestic catering, the central factory has become a lot of choices to make bigger meals. But doing a dining and production line is completely two things. Many meal companies have traditionally, discovering a lot of costs in the back-end Central Plant, many meal companies are earned by the owners, some meal companies Even by the factory dragged.

This allows some food companies to give up the self-built central factory, and choose a third-party foundry. In order to improve the capacity of the bargain, the more yields, and the catering industry The store is more flexible, and many caterboards will choose to produce multi-production, pre-produced, play advance, and this part of the production will result in loss, will not reduce the cost of the cost, if retail is made through the store, there is no loss good idea.

This is especially the case, the higher the production of the central factory, the higher the production of the factory, and the cost can be flatter, and the meal companies have a store, and the customer tries and experience the steps. Whether the B-terminal is also C-terminus, you can know the quality of the sheath at once in the store, and there is also the brand of the meal company itself, and retail and store have realized natural complementary.

Some hot pot restaurants with good reputation, retail substrates, condiments, and even have just needed, such as Haidilao, Xiaolongkan, Sister, etc., many customers will make hope to buy a substrate after eating. desire. These substrates have been developed by customers, such as doing dry pots, spicy, sputum, cooking, etc., PO in the social media platform such as shake, Xiaohong book, and further introduces the path.

△ 珮 珮 老 火 锅 \”Chongqing waiting for you\” hot pot base gift box

The two traditional condiments companies that are not easy to attack. And all the fundamental sources is the standardization, scale development of the catering industry.

03 meal companies do condiments, is it a longer business?

But consumes the remainder of the central factory, but only one of the factors that the food enterprises will move to season, so that the company \”Yongqing Youth\” is the greatest driving force for the dining enterprise to enter the season.

According to the \”Chinese Food Report 2018\”, the average life expectancy of the catering store continues to fall, from 3 to 5 years in 2012, down to 508 days, closed the store rate up to 70%.

Even if the mature word-of-mouth brand in Shentai is also encountered in the nearly two years, the problem of turning ratio, net profit decline, the potential can decline is the necessary road to the catering store, and from the top to decline Speed, as you grow faster, the social rhythm is continuously accelerated.

Once, there are many brand strategies. The east is not bright, and a brand is in a decline. Maybe another brand is just going to the top In order to ensure the profit, cash flow, etc. of the meal company.

But when the retail industry became another choice of the dining bosses, it seems that this is a broader, long-lasting business.

The seasonings began marketization since the late 1990s, 2016. In 2017, the capital heat climbed. In the past two years, it is a three-high popular track with online food brands and small household appliances. According to Zhizheng consulting data, China’s seasoning market has reached 334.5 billion yuan, and the composite growth rate of 8 years is 7.5%, and the prospective industry research institute is expected to exceed 400 billion in 2020. It is visible that the growth data of the seasoning industry growth data and dining annual income is visible, and the condiment market is a sustainable market with visible potential.

If the traditional impression, weak companies must enter traditional channels such as Shangchao, or they are either outside the channels, or there is no competitiveness on the shelves, and the offline channels belong to a typical The promotion is slow, the cycle is long, and it is large.

But for the meal company, the store is itself a channel, and it can also establish a brand through the store, and then open the channel. At the same time, the epidemic has opened the line of meals. Uplined, and consumers’ online consumption habits, such as Xibei sell honey and lamb, boat song sales quick-frozen dumplings, and some Chinese brand sales rice, etc. There is still a lot of resistance in reverse entering the big circulation, and it has also wounded all levels of channels of the B-terminal to give consumers better consumer.

And after the lazy economy, as the cuisine is a new supply force, the yellow chicken soy sauce, the palace chicken soy sauce, the palace, and the burning meat and other composite seasonings are available. . Typical, such as the old style hot pot Dezhuang, the online store influence may be far from the sea,However, its base business is in full swing, and the major business can see its figure, and involve hot pot seasoning, there are fish-flavored pork, etc. The self-built plant can serve the restaurant store, but also directly serve the C-terminal. This business is much more than yourself.

It seems that this seems to be a \”by-product\” that is stable and not lost. Therefore, most meal companies will not let go, and they have rewritten the \”seasoning\” in the future.

But is it so easy to enter the cultivation of condiments?

Since 2016, condiments have made great eyes in the capital market, and the composite condiments are favored by capital. In 2017, 30 financing projects completed in September this year have produced composite condiments. 25. Getting financing companies, traditional enterprises and new brands established after 2010, \”half a part of the world\”, each of which account for 12, 13.

At the same time, the number of new players rose year by year. According to the investigation data, from January to September 2020, a total of 68,880 new registered enterprises, 83,188 in 2019, is 2.5 times in 2015.

In addition, in addition to the meal, many companies are eyeing the composite seasonings, in the conservative industry, a major change in the year, is the catering industry to refactor the condiment The product structure of the industry, plus the concept of all things available online, the seasoning industry is also innovating in product and channel innovation, has entered the competitive era of the breakthrough point in the fine item.

Although the food company has the advantage of a meal company, management, cost, energy, etc. are also the part of the food boss inevitably consider, and the heart is involved. The dining bosses must ask yourself a question: What should I do?

It is true that relatively single brand of catering door shop, from the condiments to the big circulation, from the long run. But whether it is a dining or a condiment, there is your own development track, and if the restaurant, if you really want to expand the seasoning sector, you must go to explore the logic behind it, you can stand out from the middle; if you want the restaurant, condiments caught two hands, Just see if you are willing to spend a time, energetic to explore a new market, and hold two markets; if you just play, open up a way to make money, but also to take good quality, beware of sold Product quality, anti-own catering brand.

Conclusion

Whether it is traditional seasoning giants, emerging brands, or catering such a cross-border robbery, there is a huge opportunity in the compound season of composite condiments, and they will play their own advantages earlier. Brand surroundings.