With the acceleration of the pace of life and the change of consumption concepts, a new generation of consumer groups continues to grow, and they pursue an efficient and convenient lifestyle, which has given birth to the "lazy economy". In this context, the convenience food industry has ushered in unprecedented development opportunities. According to relevant data,In recent years, the compound annual growth rate of China's instant noodle industry has exceeded 8%.It is expected to maintain a high growth rate in the next few years.
Data**: In-depth analysis and development prospects of China's convenience food industry from 2022 to 2027**Report
In the process of convenience food industry from a single category to diversified competition, the products in the industry have been continuously innovated and upgraded, and gradually developed in the direction of health and diversification. From the earliest instant noodles to today's self-heating rice, self-heating hot pot, snail noodles, etc., this trend reflects the growing consumer demand for convenient, fast and healthy eating, and also promotes the continuous progress and transformation of the convenience fast food industry.
*: Research Report on China's Convenience Food Industry
However, despite the continued growth of the convenience food market, butThe market share of the top brands is not high。This is mainly because the overall scale of the industry is relatively small, the entry threshold is low, and the research and development capacity is relatively insufficient.
*: Douyin's October 2023 best-selling list (top 10 convenience foods) list.
1. The number 100 is a three-step process to achieve convenient fast food breakthrough growth
(1) Identify opportunities
In-depth insight into market demand, from the macro environment, industry status, competing products, consumer groups and other perspectives, to find the real opportunity point. We found that the convenience food market is undergoing a process of transformation from traditional to modern, and consumers mentioned that "they like this kind of ingredients very richly, which means that the ingredients are made very carefully", "provide a variety of flavor options, such as seafood and cheese", "meat and vegetable pairing, pay attention to nutritional balance", etc., which shows that consumers' demand for products is becoming more and more diversified, high-quality and cost-effective.
(2) Select the strategy
Based on the strategy analysis model and the company's own situation, the specific product demand opportunities are explored in different scenarios, and the positioning strategy of convenient fast food products is finally output. Define target users, user needs, value propositions, product development opportunities, and high-quality product experiences. At the same time, we gain a deep understanding of consumer needs through quantitative and qualitative research methods. For example, through the ** experience community, we can get a close understanding of consumers' fast food consumption behaviors and needs, and form a continuous interactionThrough the focus group mode, we can further explore consumers' purchase motivations, resistances, considerations and expectations.
*For illustrative purposes only.
(3) R&D and marketing
Achieve product development and marketing through the product innovation pyramid. This includes the innovation of various marketing strategies such as IP co-branding, giveaways, and spokespersons, as well as innovations in taste, eating methods, KOLs, packaging, sales channels, etc.
2. Why do companies choose the number 100?
Advantage 1: More than 100 industry expert resourcesFrom quality control, product research and development to e-commerce operation and other links, there are professional personnel for evaluation.
Advantage 2: Have the ability to perform professional research on consumer qualitative research。In eight directly affiliated branches across the country (Beijing, Shanghai, Guangzhou, Chengdu, Xi'an, Changsha, etc.), it has a direct field execution team, which can directly support the implementation of offline access projects. In addition, it currently has long-term cooperation with 345 executive agencies across the country to implement various offline projects. Among them, there are 152 star-rated executive agencies, and the digital 100 company has a complete quality control process, and the project manager and project supervisor control the whole process to ensure the quality of the project.
Advantage 3: It can reach 1 billion netizens on the whole network。Including 6.4 million+ user groups in the self-owned sample database of Digital 100, covering 1-5 tier cities and all age groups;Public domain ecological resources, covering communication operators (mobile), e-commerce (Alibaba, JD.com), social networking, information and vertical platforms. All sample data are subject to unified project management, quality control, etc. through the platform.
The rapid development of the convenience food market has brought us great opportunities and challenges. Only through continuous innovation and hard work can we stand out in this highly competitive market and achieve sustainable business growth.
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