Media report · Sina Finance
Speech record: How can Sichuan cuisine break through in the trillion-yuan prepared-food market?
At a Sichuan cuisine industry event, Xie Kangli discussed prepared food, food industrialization and marketing focus.
On August 8, the third Sichuan Cuisine Industry Development Opportunity Conference was held in Chengdu. Government departments, industry associations, restaurant brands and platform companies gathered to discuss the integration and growth of the Sichuan cuisine industry.
Xie Kangli, CEO of Strategy Workshop, joined the discussion on how Sichuan cuisine can break through in the large prepared-food market. She noted that prepared food is part of the irreversible trend of food industrialization.
Chain restaurants need higher operational efficiency and stable product quality, both of which rely on prepared supply chains. As social structures change and consumers value time more, demand for convenient prepared food is expected to rise.
In marketing prepared dishes, Xie emphasized three focuses: dish focus, audience focus and usage-scenario focus. Product design should begin with who the customer is, what price they accept, what product is offered and what need it solves.
For business clients, prepared food should emphasize efficiency, stability and value. For consumers, it should emphasize taste, health and convenience.