There is still a month before the Spring Festival of the Lunar Year of the Dragon, and it is time to buy New Year's goods, Hema recently officially launched the "New Year's Festival", New Year's dishes, eight-treasure rice, cherries, New Year's flowers and other Spring Festival limited products will be launched in the country. Since nearly 7 percent of users choose to go home or travel for the New Year this year, Hema also plans to launch a supporting service of "New Year's dishes come home first".
Many consumers have reported that this year's offline Chinese New Year's Eve dinner reservations have shown a trend of "explosive orders", and semi-finished dishes will still become the main force of this year's Chinese New Year's Eve table. As early as the end of December last year, Hema launched the "King Crab Three-piece Set", which has successfully entered the list of New Year's dishes of many "box area" consumers with its convenient operation, high recovery rate and 5% discount lower than the same style in restaurants. Hema R&D and purchasing Cai Yugui introduced that king crab has long become a frequent customer on the Chinese New Year's Eve dinner table of domestic consumers, and this year Hema tried to make it into a semi-finished dish that can be restored in 7 minutes for the first time.
Preserving the taste and sweetness of crab meat is the key to making king crab well, so it is necessary to wash off the free protein around the crab meat, replace the salt in the crab meat with different concentrations of sugar water, and then add garlic, black truffle cheese, Hong Kong-style garlic and other accessories, and finally make three dishes corresponding to the three recovery methods of steaming, roasting and stir-frying, each of which is designed to allow consumers to recover simply," said Cai Yugui.
For some "regulars" at the Chinese New Year's Eve dinner table, Hema has also made technological improvements this year. The core process of this series of products is the original soup freezing technology, which cooks the original soup for 4-6 hours to quickly cool down and freeze to avoid microbial breeding and eliminate high-temperature sterilization, which can not only retain the freshness of the original soup, but also make the ingredient list of the finished product cleaner.
This Spring Festival, because of "going to work on Chinese New Year's Eve" and "returning home for the New Year", consumers' demand for Chinese New Year's Eve meals has also changed, and convenience and delivery have become the main needs of consumers for Chinese New Year's Eve meals this year. Industry data shows that this year's consumer groups who choose to return to their hometowns for the New Year and travel for the New Year will be more than in previous years. Hema survey users found that 64% of users will return to their hometowns for the Chinese New Year; 5% of users plan to travel for the New Year. In order to allow everyone to cope with the upcoming Spring Festival travel lightly, Hema plans to launch a free shipping service of "let the New Year's food arrive home first".
In addition, in order to allow consumers who Chinese New Year's Eve to work to eat hot Chinese New Year's Eve meals, Hema not only simplifies the reheating method of semi-finished New Year dishes, but also prepares rich finished New Year dishes such as seafood coffee, fried hairtail fish, pork ribs, etc., and prepares the distribution capacity to provide door-to Chinese New Year's Eve-door delivery services for the majority of users in the "box area".
Text: Beijing Youth Daily reporter Wen Jing.
Edited by Fan Hongwei.