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扫码加钉群 十万创业者 与你为伴

外卖、预制菜、鲜饺风口下,速冻水饺的未来

跳出价格和食材,找到新的出路

消费者解决吃饭的方法有很多,除了自己做饭和去餐厅堂食之外,外卖、预制菜、方便食品、速冻食品也能解决我们的温饱。而在期间,速冻米面制品早已被我们熟悉,它成为1800多亿速冻食品大市场中一个重要的品类。

在速冻米面中,饺子当属高频消费的品类之一,大部分消费者,一年期间会多次购买速冻水饺。那么在外卖、方便速食、预制菜的发展过程中,速冻水饺是否依旧存在巨大的市场发展空间?面对年轻消费群体,速冻水饺如何与鲜食抢夺市场?

01 潜在的竞争对手

速冻水饺的竞争对手有哪些?预制菜、外卖?都不是而是现包水饺。

饺子作为主食,在很多人的记忆中都是家里人自己包,于是现包才新鲜成为大多数消费者对饺子的认知。如果不是江湖救急,相信很多人是不会选择速冻水饺的。而如今现包鲜饺也悄然出现在我们身边成为新的风口。

2022年速冻饺子大王思念杀入鲜饺市场,在郑州开了两家社区店,鲜饺就是门店现包,消费者可以现场吃、或者点外卖,也可以买回家中自己做,该品类的特点就是新鲜、现做。因此极易产生连锁品牌。

其实早在2021年袁记云饺就开出了1400家门店,成为该品类的第一品牌,除此之外熊大爷也获得了资本的青睐,而喜家德也在2021年5月推出了现包档口模式的吉真生鲜零售店。

相比于速冻水饺,鲜饺操作更透明,加工可见,馅料新鲜,因此获得了中老年消费者的喜爱,在价格上,鲜饺的价位和速冻水饺差不多,根据馅料定价,例如海鲜的要比肉馅贵,肉馅要比素馅贵。

在餐饮和速冻食品之间,鲜饺现包可能是目前消费者能够接受的最佳模式。那么这个快速发展的赛道会为速冻水饺市场带来冲击吗?速冻水饺还有哪些成长空间呢?

02 速冻水饺还有哪些成长的空间

速冻水饺成为速冻米面品类中市场容量较大的品类之一,在多年的发展中,品牌集中度较高,以三全、思念、湾仔码头、船歌及地域性传统品牌为主,占据主流市场,成为消费者心中的品类代表。

无论在商超还是便利店,或者是线上平台,关于速冻水饺的选择几乎就是这十几种牌子,他们各自拥有自己的特点,也推出了不同价位的产品供消费者选择,虽然品牌集中度较高,但依旧有新的品牌进入这个红海赛道。

2020年,包子第一股巴比食品在冬至官宣推出30天短保速冻水饺,并与叮咚买菜渠道合作率先试水华东市场,同年高端速冻水饺品牌理象国也因在电商平台销售单价超过40元的水饺而受到外界关注。此外今年必品阁推出的王饺子也获得了不错的销量。

虽然他们都属于后起之秀,但都凭借各自的优势找到了适合自己的细分赛道。但不可否认的是,品牌化已经成为速冻水饺品牌占领市场的敲门砖。

当然品牌化只是占据消费者心智的第一步,要想获得更多的市场,单靠品牌化运营已经无法满足消费者的需求。

如果你细心的话你会发现当下速冻水饺的发展方向已经有了微妙的变化。

首先就是从价格战向品质转变,以往速冻水饺和牛奶市场一样,拼价格,几乎各大品牌常年促销,意图通过低价吸引消费者,与此同时一些区域品牌也推出了低价水饺供餐饮渠道或家庭消费者选用,在品牌方看来水饺这个家家都能做的产品如果卖的太贵是不会有发展的,他们秉承薄利多销,在价格上越卷越深。

低价竞争的路子总是越走越窄,不仅品牌没有利润,消费者也会放弃选择,在他们看来,价格越低可能品质不好,所以一些头部品牌开始通过提高品质推出新产品来重新获得消费者认可。

三全、思念、湾仔码头等品牌也纷纷推出高端系列产品,结果反馈不错,于是近两年我们可以发现,几乎大部分速冻水饺品牌都不再提及价格优势,而是通过升级原材料,宣传食材的新鲜和健康来吸引客户。只要食材好,品质优,其实卖贵点也可以。

其次就是从数量(规格)向质量的转变,以往的速冻水饺总是给人实惠的感觉,花不多的钱能够吃几顿饺子,这种超乎想象的性价比在今天已经不再适用,取而代之的是质量。

当低价饺子退出主流市场后,消费者开始愿意在饺子上投入更多的成本,但掏钱也要有前提,那就是除了品质之外,你的口感还要满足我,好吃,有家的感觉,妈妈的味道就是消费者心中的好产品。

当然价格和品质只是速冻水饺占领消费者认知的第一步,毕竟只要食材好,贵点也无妨,只要味道棒,复购也可以。

但更为关键的一步,则是体验。

速冻饺子除了果腹,还需要给消费者带来超值的体验,首先就是养眼。

我们可以发现当今速冻水饺的包装越来越漂亮,以往那种透明袋凸显真材实料的包装已经很难吸引消费者,取而代之的是品牌方年轻化的包装设计。

其次就是加工便捷化,速冻水饺之所以不被年轻消费者认可,很大一部分就是加工不便,要起锅烧水,再煮,而且以前的速冻水饺加工方式简单,只有煮的更好吃。但如今,不少速冻水饺有了多元化的加工方式。

例如这两年流行的微波水饺,无需解冻放进微波炉加热即可,与此同时,那些可以煎、炸、蒸的水饺也更受年轻消费者欢迎,例如必品阁的饺子就可以蒸和炸,用蒸锅和空气炸锅就可以解决。非常简单。

一饺多吃,成为速冻水饺吸引消费者的关键。

除此之外,速冻水饺也越来越拟人化了,这一点体现在内容传播上面。

速冻水饺的宣传阵地已经从线下陈列转移到线上内容的生产和制作,在小红书里关于速冻水饺的内容很多,大致分为产品介绍和产品测评,通过博主们的内容将水饺的优点放大。

另一个内容打造就是加工方式的传播,通过现场制作饺子为消费者带来全方位的体验感。

03 速冻饺子还有未来吗?

作为大众的主食,饺子不仅存在于冬至,而且出现在我们的三餐四季,但要想现包,除了需要时间之外,还要手艺,当二者不能兼得的时候,速冻水饺可能是最好的选择,但我们不经要问,在同质化产品多,品牌集中度较高的今天,速冻水饺还有辉煌的未来吗?

其实对于速冻水饺品牌来说,单纯的卖产品时代已经过去,我们要做的就是立足消费需求,发现新的卖点。

例如在速食和餐饮之间,鲜饺的生意不断扩大,尤其在国家大力发展15分钟便民圈后,切入生鲜品类的鲜饺或许拥有巨大的发展潜力,而思念就率先改变,躬身入局。

或者学习理象国,将高端做到极致,用价格宣扬品牌,亦或者学习必品阁,一角多吃,给消费者带来超值的体验感。

当然我们还可以通过品牌溢价,为消费者带来超值的附加服务,例如速冻饺子品牌如果拥有完善的供应链,那么可以尝试为消费者提供面粉、馅料和饺子调料等附加品,既可以让消费者回家自己包,也可以为消费者提供加工操作培训,增强仪式感。

当下速冻水饺其实卖的不仅仅是产品,速冻水饺的未来可能不止存在于渠道的创新,口味的创新,馅料的创新,而是服务。