On December 18, the Red Meal Industry Research Institute released the "2023 China Bun Industry" at the "2023 Totole Xian Science Seminar and Ten Billion Celebration" to make an in-depth look at the development status, trends and trends of the bun industry.
This article was originally published by Red Meal Network (ID: Hongcan18), author: Red Meal Industry Research Institute.
On December 18, 2023, Shanghai Totole Food*** held the "2023 Totole Xian Science Seminar and Ten Billion Celebration" at Sofitel Shanghai Xinhualian Hotel with the theme of "Xian Science and Fresh Source".
It is reported that this event brought together production, academia and research resources, united experts and scholars in industry, academia, market and other fields to jointly improve the challenges and breakthroughs faced by the Xian industry, and provide more industry trends for participants, practitioners and leaders of Xian research.
At this event, Tang Xin, executive director of the Red Meal Industry Research Institute, was invited to deliver a keynote speech on "Big Business in Small Buns", and made a wonderful speech on the development and prospects of China's current bun industry.
At the end of the event, the Red Meal Industry Research Institute released the "2023 China Bun Industry***The following is an excerpt of some of the wonderful content:
The development potential of the Baodian industry is huge
"Small" buns have "wide" outlets
Bun is a traditional food in China, which is made by wrapping fermented dough with filling, and the production process includes dough mixing, fermentation, filling, rolling, kneading, cooking and other links.
Among them, commonly used fillings include meat, vegetables, sesame seeds, bean paste, etc., and the cooking methods are mainly steamed, grilled, fried, etc.
China's territory is vast, the customs and customs are very different, and the eating habits are different, almost every region has formed its own unique characteristics, which has also created a variety of types of bags in China, and the characteristics of "inclusiveness".
From the perspective of the edible characteristics of steamed buns, steamed buns can be used as both staple food and snacks, and have a wide range of consumption scenarios. Moreover, steamed buns are not limited by dine-in, are easier to standardize, and have obvious retail attributes. Based on the above characteristics, the market demand for Baodian is very huge.
Among them, as a part of the packaging industry, the catering sector has a huge market size and is showing a trend of increasing year by year. According to the big data of red meals, the market size of baodian will reach 62.7 billion yuan in 2022, and the market size is expected to rise to 66 billion yuan in 2023, a year-on-year increase of 53%, and it is expected to exceed 100 billion yuan in 2031.
Judging from the changes in the number of package point production enterprises, the overall is also rising. According to Qichacha data, in the first 11 months of 2023, the number of new registrations of Baodian-related enterprises will be about 270,000.
From 2018 to 2022, the stock of Baodian-related enterprises also continued to grow, from 1750,000, an increase to 24 in 202250,000.
As of November 2023, the total number of existing Baodian-related enterprises in the country has reached 2470,000, a year-on-year increase of 56%, which indicates that although the Baodian industry has undergone a certain adjustment and reshuffle process, it has shown a steady growth trend as a whole.
At present, China's baodian industry has formed a relatively complete industrial chain, which is composed of raw materials, primary processing of raw materials, seasonings, consumption terminals and other sectors.
In recent years, the production links of the Baodian industry chain have been continuously optimized, and the production process has been continuously improved. At the same time, the consumer market's requirements for the taste and quality of products continue to improve, promoting the development of the industry in the direction of improving quality and efficiency.
From the perspective of the proportion of each sales channel of the package point, catering stores and supermarkets, convenience stores, vegetable markets and other channels account for the highest proportion, respectively. 6%；followed by the group meal channel, accounting for 207%；The second is the e-commerce platform, accounting for 39%。
With the prevalence of the lazy economy and the stay-at-home economy, the continuous optimization of policies related to group meals, and the improvement of supporting technologies and facilities for the production of baodian, the e-commerce channels and institutional catering market that have not been fully explored in the past are becoming the focus of attention of baodian enterprises.
"Redo" the bag is a bit of a rage,
The outbreak of new species is at the right time
There are many entrants in the Baodian track, which are mainly divided into two camps: food enterprises and catering enterprises. The two camps show different characteristics in terms of competition pattern and development trends.
1.Food sector: Quick-frozen buns help solve the pain points of restaurant enterprises and users, and have broad development prospects
From the perspective of product characteristics, quick-frozen buns can solve the pain points of B-end restaurant enterprises in terms of labor cost and operational efficiency, and can also meet the needs of C-end consumers for convenient, fast and diversified breakfast. This product form can bring more possibilities for the development of the catering market.
The data shows that in recent years, the demand for quick-frozen buns in China has continued to grow, from 32 in 201560,000 tons, an increase to 44 in 202220,000 tons. With the acceleration of product innovation and quality improvement of related enterprises, the attractiveness of quick-frozen buns to consumers continues to increase, and the demand for quick-frozen buns in China is expected to reach 47 in 202360,000 tons.
(1) The competitive landscape is diversified, with small and medium-sized enterprises betting on new retail, star-rated hotels and other sub-channels
From the perspective of the competitive landscape of quick-frozen buns, the main quick-frozen bun companies in the market include large food enterprises and some small and medium-sized enterprises.
The representative enterprises of large food enterprises include Anjing Food, Sanquan Food, Synear Food, Wan Chai Wharf, etc. These enterprises have obvious advantages in terms of production scale, influence, market share, etc. Among them, the performance of listed companies Anjing Foods and Sanquan Foods has been quite impressive in recent years.
According to the financial report, the revenue of rice and flour products of Anjing Food increased from 13$8.8 billion rose to $24 in 20221.4 billion yuan, Sanquan Foods' dim sum and pastry product revenue increased from 15$8.3 billion to $20 in 2022600 million yuan.
Small and medium-sized enterprises continue to make breakthroughs in special products and customized services. For example, some small and medium-sized quick-frozen bun companies choose to bet on subdivided channels, such as steamer head focusing on new retail channels such as Hema and Lawson, and their popular "Ding Ding Bao" has become a star item with a high repurchase rate of Hema consumersLeyanju is mainly in the star-rated hotel breakfast market, and in recent years, it has continued to increase the C-end family breakfast market.
(2) The quick-frozen bun brand carried out the "battle for appearance", and the attention of regional characteristic buns increased
From the perspective of product development trends, high-value Internet celebrity buns and quick-frozen buns with regional characteristics have attracted much attention in recent years.
Specifically, quick-frozen bun brands are paying more and more attention to the appearance of products, launching high-value Internet celebrity products, and carrying out a "battle for appearance". For example, the thumb bag has become popular in major snack bars with the characteristics of convenience and high appearance, attracting quick-frozen bun companies such as Synear Food and Head Chef to enter the game.
Another example is the succulent flower roll improved on the basis of the traditional flower roll, which has a full meat filling and full of green onion aroma, which has a strong visual impact and has also gained high attention in the market. Anjing Food, Liangmi, Leyiju, Manyun and so on have also successively launched succulent flower roll products.
In addition, quick-frozen buns with regional characteristics are also favored by brands due to their obvious differentiation characteristics. For example, the quick-frozen bun brand Ba Min Zhen focuses on the taste of Fujian, focusing on Fujian characteristics such as pearl xiaolongbao and gold and silverYu Xiaolong focuses on the snack culture of Shengzhou, Zhejiang, and its featured products include Shengzhou old noodles and xiaolongbao, tofu noodles and xiaolongbao, etc., and its sales on e-commerce platforms continue to be high.
(3) Make efforts to "lazy breakfast" scene and customize product solutions for Chinese banquets
From the scene point of view, the quick-frozen bun enterprises have focused on the layout of breakfast and Chinese banquet scenes.
Among them, the breakfast scene is one of the important consumption scenarios of quick-frozen buns. According to Mintel data, the market size of China's breakfast industry is expected to exceed 2 trillion yuan in 2023, which provides a broad market space for quick-frozen bun companies.
Many quick-frozen bun companies, such as Sanquan Foods and Synear Food, have accelerated the layout of the breakfast market, and they have provided consumers with a more convenient and delicious "lazy breakfast" by simplifying the cooking method of buns, launching patterns and matching, and upgrading ingredients.
Baodian is a traditional food in China, with a beautiful meaning, and is often used in various banquets, so Baodian has a rigid demand in the Chinese banquet scene. Many quick-frozen package companies also fancy this market space and have begun to focus on the layout.
In recent years, China's catering industry has been accelerating its transformation and upgrading, and reducing costs and increasing efficiency has become the consensus of most catering companies. In this context, as a convenient, fast and efficient product, the application of quick-frozen buns in banquets is becoming more and more common. Many quick-frozen bun companies have entered the banquet scene by providing product solutions and micro-innovating traditional banquet products.
2.Catering sector: diversified development, breaking the boundaries of traditional baodian
Baodian catering enterprises mainly operate in the form of offline stores, and have close contact with the first-line catering market and consumers, and have a deep insight into the market.
In recent years, some Baodian catering brands have made great innovations in Baodian through unique ingredient combinations, innovative production processes, and the introduction of new design elements. Below, the Red Meal Industry Research Institute will elaborate on the distribution of Baodian catering stores and the market competition pattern.
(1) "The hometown of pastry chefs" breeds large chain brands, and East China's "baodian gene" is profound
Judging from the distribution of Baodian catering stores, 41 are gathered in East China3% of the stores.
Since the 80s of the last century, East China has become an important birthplace of Baodian chain brands.
A group of pastry chefs from East China's Fujian Xianyou Garden, Shandong Leling Huangjia Town, Anhui Anqingjiang Town (these three places have been rated as the "hometown of pastry chefs") out of the Jiangsu, Zhejiang and Shanghai regions to open a bun shop in the way of "passing on the belt", and gradually radiate to Beijing, Tianjin, Hebei, the Pearl River Delta and other places, Babi, Sanjin soup dumplings and other well-known brands are derived from this region.
(2) Bag time-honored brands, well-known chain brands, and cutting-edge brands are all collared
From the perspective of market competition, there are three main types of brands in the Baodian track, namely time-honored brands, well-known chain brands and cutting-edge brands.
The first category is the time-honored brand of Baodian, which has been established for a long time, and the representative brands include Qingfeng Bun Shop, Din Tai Fung, Goubuli and so on. In recent years, the development of some time-honored brands has slowed down due to aging brands, slow product changes, and slow digital operations.
The second category is a well-known chain brand with a mature chain system and store management system, which relies on strong back-end management capabilities to achieve rapid expansion, with hundreds or even thousands of stores.
For example, with its brand advantages and strong production and distribution capabilities, Babi has developed an operation model of "chain store sales, supplemented by group meal sales", and its business covers North China, South China, Central China, East China and other regions.
After 18 years of inheritance and innovation, Heshanyuan has developed from a steamed bun shop to a comprehensive catering enterprise, and continues to promote the upgrading of the quality of baodian products with the "first-class factory and ready-made ready-made package model".
Lao Shengchang soup dumplings have achieved diversified development in terms of products and channels. According to the big data of red meals, Lao Shengchang soup dumplings are currently mainly centered in Shanghai, radiating stores to the Yangtze River Delta region and even Beijing and Hebei regions.
The third category is the rise in recent years, the ability of the cutting-edge brand is quite strong, which has made innovations in the tonality, products and consumption scenarios of the baodian brand, and the representative brands are Baoyu Night Bun, Li and Bai Bun Shop, Xiang 12 Fried Code Bun Shop, Mao Daqing Bun Shop, etc.
For example, Li and Bai Baozipu were established in 2020, and red meal big data shows that as of December 2023, it has opened more than 190 stores.
(3) The concentration of package point categories needs to be improved, and the CR5 is expected to reach 55%
In China's catering industry, the industry concentration (CR5) of the Baodian track needs to be improved. Relevant data show that the industry concentration (CR5) of the Baodian track will reach 5 in 20221%, which is expected to increase to 55%。
Among them, in 2022, Babi, the largest brand in terms of market share, will have a revenue of 152.5 billion yuan. The market share of Baodian brands with annual sales of 100 million yuan and above is about 114%。
At the same time, the degree of chaining of the Baodian track is constantly improving. Well-known chain brands such as Babi, Heshanyuan, and Lao Shengchang soup dumplings have realized the unification and standardization of products through the establishment of a perfect first-class chain system and standardized production processes, and continuously expanded the market.
At the same time, some cutting-edge baodian brands are also actively exploring the chain business model by optimizing the store model and establishing a unified brand image.
Red meal big data shows that compared with 2022, the proportion of brands with more than 100 stores in the bun category in 2023 has increased by 51 percentage point to 240%。
Insight into consumption trends
Younger and "fresh" have become the new engine of traffic
From the perspective of consumption, after years of development, the consumption habits of Baodian have become popular. According to the "2023 Catering Brand Consumption Habits Survey" by the Red Meal Industry Research Institute, buns belong to high-frequency consumption, and nearly 7 percent of bun point consumers eat buns at least once a week, of which 290% of Baodian consumers eat Baodian at least 3 times a week.
The high-frequency users of Baodian (Baodian consumers who consume Baodian at least once a week) are mainly post-90s and post-80s, and women account for a relatively large proportion. At the same time, they have a tolerant attitude towards pre-made dishes, and nearly ninety percent are willing to try pre-made dishes, which may indicate that the quick-frozen bun market is expected to further expand.
In addition, in terms of consumer price selection and taste selection, Baodian consumers have formed some unique consumption habits. In terms of the choice of per capita consumption price, the per capita consumption price of Baodian consumers tends to focus on the range between 5 yuan and 5 10 yuan, and the proportions are respectively. 4%。
When choosing a brand for Baodian, taste, hygiene and ** are the three factors that Baodian consumers pay the most attention to. Taste-conscious bun consumption accounted for the highest proportion, at 60%.The proportion of consumers who pay attention to hygiene and ** are %.
In terms of taste selection, the survey found that salty, meaty, spicy, sweet, and fresh fragrance ranked among the top 5 flavors preferred by Baodian consumers. It is worth noting that umami has become a hot trend in the consumer market in recent years. In the field of baodian, no matter from the consumer research data or the current popular varieties of baodian, umami has become a major "popular taste" of baodian.
In order to meet the diversified needs of consumers for the taste of baodian, baodian brands often adopt strategies such as adjusting raw materials and changing seasoning to change the flavor of baodian products. For example, for the umami, the practitioners often adopt the strategy of "making up for the freshness without freshness, and lining the freshness when encountering freshness" to highlight the umami of the bread.
In order to help the Baodian brand innovate the flavor type efficiently and standardized, some upstream seasoning companies have provided a series of Baodian flavor solutions. For example, as a seasoning company that has been deeply involved in the industry for many years, Shanghai Totole Food has rich market experience and a professional kitchen team and R&D kitchen.
Based on a variety of compound seasonings, Totole provides a variety of flavor solutions for Baodian brands.
For example, for the salty and umami flavor, Totole has developed a flavor solution for crab roe soup dumplings, which has a flexible skin, salty and juicy filling, and a rich crab aroma, clear but not greasy, bringing consumers a unique taste enjoyment.
In view of the fresh and spicy flavor type, Totole has developed a flavor type solution for fried yellow beef buns, using Hunan cuisine to represent fried yellow beef as the filling, fragrant, spicy, fresh, salty and sweet, with clear layers.
In view of the salty flavor type, Totole launched the pickled and fresh xiaolongbao plan, which improved pork, ham, fresh bamboo shoots and other ingredients to be boiled over low heat, and the soup was delicious, bringing consumers the classic Jiangnan flavor.
These solutions not only help Baodian brands achieve product innovation, improve product quality, and meet consumer needs, but also reflect Totole's in-depth understanding of consumer needs and its position in product development and innovation.
We believe that with the joint promotion of upstream and downstream enterprises, the baodian industry will continue to prosper and develop, bringing more delicious and convenient choices to consumers.