Whether to choose food that can be eaten by tearing the package, or choosing food that can be enjoyed after simmering for two hours, presumably different people will have different choices in different situations. Some people say that the pace of social life is accelerating, and convenient and filling convenience store food is the best choice for busy workers. There will also be some people who don't care so much about time, just want to pursue that "pot gas", and are naturally willing to wait slowly in front of the stove. There is nothing wrong with either option, but in many industries, ready-to-eat and slow-food divide the market share one after the other, so is it reliable to beat ready-to-drink and slow-cook?Please follow Biboting and look down.
Coffee is probably the thing that everyone comes into contact with most often. Whether to drink ready-to-drink or drink freshly ground is also often debated. Therefore, Biboting first takes coffee as an example to take everyone to understand.
In fact, in the early years, ready-to-drink coffee was not very popular. Because ready-to-drink coffee is mainly pure coffee and milk, but these two roads are a bit tortuous: the taste of pure coffee is not liked by everyone, so not many people buy it;On the other hand, the specific blending ratio of milk coffee will affect its calorie level, and not many people actually buy it. Therefore, before 2017, the ready-to-drink coffee market was relatively concentrated, and Nescafe and Starbucks almost shared a small share.
However, after 2017, the market has developed rapidly, and more and more players have emerged in the ready-to-drink coffee track, such as Costa, Genki Forest, Sumida River, Yongpu and so on, which everyone thinks are very common now.
On the one hand, the market can be developed, on the one hand, because of the popularity of oat milk, ready-to-drink coffee with oat milk, with the characteristics of 0 cholesterol, 0 trans fat, low sugar, does not contain any dairy products, and has a light burden on health. After technical iteration, the taste and taste of ready-to-drink coffee have also been enriched and improved, and under such a premise, the "zigzag two roads" of ready-to-drink coffee have been overcome.
On the other hand, Biboting believes that the thriving market for ready-to-drink coffee lies in the need for it. He Bin, the chief customer officer of TIMS, once said in an interview: "Bottled coffee or retail coffee is one of the products and means that help us achieve the ultimate convenience." To put it simply, China is so vast that even if you open thousands or even tens of thousands of stores, the convenience cannot reach the whole country. At the same time, at present, many scenes of freshly ground coffee cannot be covered, such as camping, for example, busy workers may really not have time to wait for a cup of freshly ground coffee.
Therefore, after overcoming the technical difficulties, ready-to-drink coffee has become able to meet more needs of consumers, and perhaps beat freshly ground, which can be regarded as a reliable idea.
After following Biboting to understand the development of the ready-to-drink coffee market, it may be much simpler to look at health food.
In the past, the health food market has always been a world of slow cooking, because stews not only maintain the original taste of food, but also most of the nutrients are dissolved in the soup and will not be lost. Therefore, it has the characteristics of replenishing but not drying, and rich in nutrients.
But this gives health food two stereotypes - "good medicine is bitter" and "simmered slowly". To put it simply, it's not very tasty and cumbersome. Since China's accession to the WTO in 2001, tariffs have been lowered, and the entry of foreign goods into the Chinese market has dropped significantly, and consumers have more choices, and they can enjoy more advanced and more convenient "imported goods". As a result, in the face of health raw materials that still need to be cooked, consumers prefer to eat convenient Western-style health products such as cod liver oil and melatonin, and Chinese health foods are no longer in the limelight for a while.
In order to change this situation, the big health industry can only find a way to break the situation. As a leading enterprise in the big health industry, Biboting has made strategic adjustments and launched the first lightweight health food Biboting Xiangdangdang herbal lozenges in 2021, officially entering the ranks of "health food can also be eaten out of the bag". From the perspective of big data in the market, this strategy seems to be the preferred way for major enterprises to break through the "dilemma". According to the report of "New Food Fashion", the growth rate of ready-to-eat health products has exceeded 20% for two consecutive years, and the health products on the market are gradually showing a trend of ready-to-eat and convenience, focusing on ready-to-eat selling points.
As in the coffee industry, in addition to the market demand for slow cooking to ready-to-eat from small heat, technological innovation is also the key to ready-to-eat health products. Taking Biboting Xiangdangdang herbal lozenges as an example, in order to extract 80 high-concentration alcohol licorice extract and concentrate it into a small piece, supercritical CO2 high-end extraction technology, German high-density ingot technology and oral mucosal absorption technology are used. The person in charge of Biboting also believes that strengthening enterprise R&D investment, increasing R&D investment in deep-processed products, and mastering the core technology of high-end products are also the only way for the current development of ready-to-eat products.
To sum up, is it really reliable to beat freshly ground slow cooking if you want to eat ready-to-drink?Whether it's increasing convenience and penetration, or increasing brand recognition, ready-to-drink products have their own unique advantages. Let's look forward to what the future will be.