The theme of this report is "C-end products of prefabricated dishes in China's first- and second-tier markets". Because the prefabricated food reports that our company has come into contact with are more inclined to the B-side, and many of the customers we have contacted are also tending to the B-side.
However, with the development of society, our next generation, these Z generation, post-95, post-00 and their group of people continue to grow, they will be the mainstream of social consumption, and they do not know much about cooking, so prefabricated dishes will inevitably be a vigorous development trend.
Based on such a big premise, we put the perspective on the C-side.
The sixth phenomenon of C-end consumption of prefabricated dishes
This phenomenon is also beyond our understandingConsumers tend to buy pre-made dishes and pay more attention to channels
Prefabricated food channel selection phenomenon 1 - the brand that the industry thinks is not equal to the brand that consumers think, and the channel brand is greater than the product brand
When we surveyed consumers, we askedWhere do you usually buy pre-made dishes?
Consumers listed a lot of big supermarkets, Pupu, Dingdong, Meituan's preferred communities**, and asked him why?
Many people say that the delivery is timely, the after-sales service is guaranteed, the quality is good, and so on.
This is beyond our knowledge.
What do you mean? Our survey of many consumers generally believes that the brand in the industry is not the same as the brand that consumers think, and in the perception of consumers, it is a channel brand greater than a product brand.
Prefabricated food channel selection phenomenon 2 - the monk can't run the "temple" if he can run, he doesn't care how famous he is, and he cares more about finding someone to compensate if he eats bad
What is the reason behind this? What logic?
The logic that a monk can't run the temple can run.
Because of the pre-made dishes for them, he already has a cognition of him, qualitative, and the threshold of expectations is not very high.
The consumer doesn't care how famous you are, but more concerned about assuming that I eat badly, I can still find someone to compensate.
We ask consumers what do you value more when buying pre-made dishes?
The proportion of important channels is 62%.
Valued brands accounted for 38%.
Consumer Interview Voices:
Question: Why did you buy this brand of pre-made dishes?
Consumers in Tianjin, Jinan, Fuzhou, Shijiazhuang, Wuhan, Xi'an, Beijing, Guangzhou, Kunming and other places
I rarely look at brands, I usually go to Wal-Mart, Yonghui, RT-Mart, Jiajiayue, Wumart, Ito, Hema Sam, Pupu, Dingdong and Little Elephant.
Question: A well-known xx shell brand pre-made dishes, the same product, one in Wal-Mart, one in the husband-and-wife store at the doorstep, which one will you buy?
Shanghai female, 33 years old
Wal-Mart, the small store has no safety and quality assurance, although it is a brand, it is suspected that it is a fake, and there is no after-sales guarantee.
Question: Why should I go to these platforms to buy?
Nanjing, male, 35 years old
There is a guarantee, the products of these platforms are screened, and some people will pay for the bad guys.
We ask why you should buy this brand of pre-made dishes?
What are they listed basically? Channel branding.
What Wal-Mart, Yonghui, RT-Mart, Sam's, Pupu, Dingdong, Meituan, etc., not to say such and such a brand.
He said that these platforms are guaranteed to be bad, it's as simple as that, it's very simple.
The Sansong Brothers' sixth pre-made dish insight
This reflects a typical consumer psychology:Bottom line
Because my expectation threshold for you is so high, in this case, I hope to have a bottom-up, a big channel, to make people more assured, there are large chain supermarkets, there are large fresh food platforms, and large community ** platforms, these are the preferred risk channels for consumers to consume prefabricated dishes.
Sansong Brothers' sixth marketing proposal
Based on the objective reality of this consumer perception, our recommendations are obvious.
At present, if you want to make prefabricated dishes, the first choice is to cooperate with well-known channels, do in-depth cooperation, and even customize. Because the depth of the channel determines the height of enterprise performance.
1.It can be doneCustomized products for channelsFor example, enter an e-commerce platform and make some customized products and exclusive products, 2It is possible to do certain productsThe best share of performance
3.Because**, because of customization, it can be done betterAdvantageous arrangement, because the layout determines your brand recognition, your trustworthiness;
4.And there isShopping guide on-site, let the shopping guide say your good, let the shopping guide sell for you.
Although the truth is very simple, everyone may know it, but through this report, we can have a firmer belief and confidence to do a good job.
The next issue of Shanghai Sansong Brothers will share with you:
The seventh phenomenon of prefabricated dishes: the consumption phenomenon and marketing suggestions of C-end gift boxes
Important note: Sansong Brothers will release the two live broadcasts of "2024 8 Insights and Marketing Suggestions on the C-end of Prefabricated Dishes in China's First- and Second-tier Markets" and "Potential Demand Insight and Marketing Forum for Prefabricated Dishes on the C-end" on the whole network in the form of ** and articles, and those who are interested can pay attention to Sansong's follow-up sharing.
At the same time, in 2024, Sansong Brothers will invest more energy to enrich the series of reports of "Sansong Brothers: Foot on Ten Places" from more industries, and Sansong Brothers hopes to provide down-to-earth marketing suggestions and strategies for various enterprises through their own down-to-earth in 2024.
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