First of all, from the consumption mode, as mentioned above, pork products rely on a worldwide deep processing technology, and fully intervene in consumers' daily life through multi-form products. Although beef also has many forms of products, first of all, whether it is fat beef or sauce beef, it is only a continuation of the traditional value of beef. Even if a considerable number of enterprises emphasize the green of products, they only add value in consumption mode and consumption value, and can't complete a new consumption mode to intervene in daily consumption like pork products, thus triggering a consumption revolution. So the added value space of these two products is very limited. Second, although snack foods such as beef tendon have broken through the restrictions of daily food to a certain extent and entered new consumption space, the market capacity of snack foods itself is only 20-30 billion yuan at present, which cannot be compared with pork products with hundreds of billions of yuan.
What is worth mentioning here is the cow meat stick in Yangshengtang. As can be seen from the relevant information of Yangshengtang, Yangshengtang Company seems to have noticed the restriction of beef products entering the snack food market when planning this brand, so it has been avoiding the snack food brand in terms of concept and positioning, hoping that mother series foods can become "auxiliary foods" and hit the health of consumers, especially young consumers. But unfortunately, the mother's strategy of paying attention to the daily necessary lifestyle is not reflected in her product model. Whether it is product form or product price, it is used in the consumer market or as a snack food shelf.
Of course, in addition to the regret of consumption mode and consumption space, the first-line brands of beef products that really have influence on the mass market, such as mom. Even if the matrix is bright, including Hua Fu, it can only attract a small part of the market and a small number of people. The lack of brand potential field means that beef products have lost the consumption area and frequency to a certain extent, so beef products have not become the high-frequency consumer goods of "two pounds of beef" in Water Margin. You can only live a dish in obscurity in a few high-value occasions.
In order to turn the tide in the market, Li Mingli thinks that beef products may have to make more changes and efforts in technology and products in terms of consumption patterns and consumption space in order to compete with more other products for shelf cheese in consumers' hearts!
What else does Little Sheep have besides raw materials?
At present, mutton seems to have the smallest market share among meat products, but compared with pork products, it has a longer history. Beijing Donglaishun time-honored brand century-old shop. Its mutton products based on Inner Mongolia sheep have long been popular, and the mutton slices in Inner Mongolia have also produced brands such as Grassland Xingfa and Little Sheep, which have long supported the appetites of many catering enterprises and consumers.
As a way of consumption, mutton slices have been widely used in industrial products such as electric cookers and induction cookers in recent years, and the brands such as Little Sheep have risen strongly, so the consumption width has been greatly expanded. However, limited by the season and the taste of mutton itself, the depth and consumption value of mutton products are limited.
From the brand marketing of Little Sheep and Donglaishun, although mutton slices have always been their core products, it is not the new consumption pattern that supports high value, but the quality of raw materials. Especially little sheep, the core driving force of its development is not even the attraction of mutton products, but the creation of new ways to eat hot pot.
In fact, judging from the performance of meat products and even the mass mainstream market, raw materials really play a role when a product market enters the industrial chain marketing through technological innovation and brand building, such as dairy industry. In the mutton products industry, there is no new technology to create new consumption patterns, new consumption value and space, no brand that really affects the benign development of mutton products, and the quality of raw materials is directly emphasized, which highlights the deformation of the mutton products market to a certain extent and directly determines the market capacity of mutton products.
At this time, even if there is product loyalty, it is only shallow loyalty and has no added value.
Where is the poultry road?
Therefore, from the above product markets, the poultry meat market, as the runner-up of China meat products market, should be improved, but in fact, the poultry meat product market in China is precisely the most imperfect consumer chain management.
From the product form, most of them inherited the practice hundreds or even hundreds of years ago, and the only consumption value is to increase packaging to make it more convenient for consumers to use.
As far as brands are concerned, each place often goes its own way and has its own regional brand, but it also has the disadvantage that the brand of "regional" characteristics is too heavy. Once they leave the region, even a nationally renowned brand like Quanjude can't achieve the goal of "harmony". The rest can be imagined.
Therefore, in a sense, the market of poultry meat products can not mention new consumption value and space at all, and it is basically a market that has not really intervened in consumers' modern consumption concepts. Enterprises in the market are often occupied by Huadu and Shuangda, which have a certain reputation in a regional market but actually only rely on scale and cold chain to make money, or Jinfeng, which failed as soon as they left the regional market.
Of course, from another point of view, it is precisely because the poultry market is occupied by a group of enterprises without real core competitiveness, precisely because poultry products have not been able to really creatively intervene in modern consumption, precisely because mutton merchants have not found technical support for their own consumption, and precisely because beef products have drawn the wrong blue ocean, so the meat market has a future.
First of all, with the improvement of China's consumption and living standards, the consumption structure will inevitably change, which is an opportunity for mutton, chicken, especially beef products enterprises.
Secondly, as far as enterprises are concerned, with the increasingly active domestic market and the increasing unstable factors in foreign markets, both domestic and foreign markets should master the knowledge that is increasingly becoming the majority of enterprises.
As long as this knowledge conforms to a technology and a strategy, a new meat product market will emerge.
It should be noted that no matter what kind of technology, no matter how powerful the enterprise is, in Li Mingli's view, in a customer-oriented and competition-oriented era, enterprises can only create customers by firmly grasping the motif of consumption chain management, using technology to correspond to consumption pattern, consumption value and consumption space, using brands to correspond to consumption breadth and depth, using industrial chain management to correspond to consumption loyalty and word of mouth, and using good management processes to continuously promote the virtuous circle of consumption chain management, so as to finally stand firm.