快评丨不做“菜”改做“锅”,预制菜赛道有了新玩法
近日,马云要进军预制菜赛道的预制消息一度冲上热搜,虽然这一消息被马云前助理否认,菜赛但预制菜越来越火已是新玩不争的事实。作为深加工当中最热门的菜赛道,预制菜被众多资本所追捧。快评在“抢食”预制菜赛道的做改做锅重磅人物中,不得不提格力电器董事长董明珠。预制近年来,菜赛这位“实业女王”的新玩重心不在卖空调,而是菜卖涉农装备。据悉,快评格力集团将在珠海斗门区建设预制菜装备示范园区,做改做锅并打造现代化的无人工厂。(南方农村报)
表面上看,一个空调头部企业进军预制菜赛道,似乎有些风马牛不相及,但是格力不做预制菜,而是专做烹制预制菜的“锅”的打法,又很容易让人在刹那间恍然大悟:这归根到底还是一种红点思维,即充分利用自己的长处和优势,向新兴产业和领域进行渗透,技术优势一旦叠加了先发优势,就有望在预制菜装备这一细分赛道抢得先手,并为赢得终局决战占据身位优势。
工欲善其事,必先利其器。预制菜作为一个新兴行业,可以说装备技术的水平,在很大程度上决定了预制菜行业崛起的速度和高度。于预制菜行业而言,吸引资本进入,以市场化的方式提高装备研发、制造和配备水平,就是“利其器”的重要工作,对“善预制菜之事”有着重要的意义。有了“利器”加持,预制菜突破保鲜、速冻而不失口味等行业痛点才能加快解决,才能达到事半功倍的效果。
在格力董明珠的眼里,“预制菜产业蓝海深不可测”。从相关数据和分析来看,确实如此——据统计,2022年我国预制菜市场规模达4196亿元,预计2026年市场规模将突破万亿元。但怎么进入预制菜赛道,到底该咋玩?是继续“跟风”直接做预制菜,还是从其他细分赛道下手?这显然考验入局者的眼光和洞见。在这一道考题的得分上,显然格力表现颇为不赖。
不错,单就预制菜行业来看,确实目前还是蓝海市场,但从细分赛道而言,下场直接做菜的资本不可谓不多,预制菜装备的小赛道则暂时则没有那么多的资金关注和下注。两相比较,前者无疑就有点“红海”的意思了,后者才是“蓝海中的蓝海”:有预测透露,2026年预制菜机械设备的市场需求将暴增200%,考虑到当下的供需情形,格力电器作为装备制造业的龙头企业,躬身入局抢夺这块“大蛋糕”也就很好理解了。
需要申明的是,预制菜行业虽然是蓝海,能给人带来渔获、宝藏,但海上风浪也可能打翻船只乃至将其吞没,入局者必须从熟悉的水域开始,然后慢慢向深海挺进。具体来说,就是要找准自己较为擅长的领域与预制菜行业的交集,紧紧抓住这一共同区间做文章。不难发现,格力做锅还不仅仅是两者的共同区间,而是三者的交集:除了电器与预制菜,还有大农业——毕竟格力之前就在农业装备领域作了不少探索与尝试。
当所有人都在沙滩上卖冰可乐的时候,你却研发出了可以插在沙子上、避免冰可乐被沙子加热的托盘,其他想效仿你卖托盘的人,必须向你交专利费。这个“托盘”的价值,某种意义上就是格力做预制菜装备研发与制造的意义所在。预制菜行业是蓝海还是红海,主要还是取决于细分赛道的选择。一言以蔽之,预制菜有得玩,但也得看你怎么玩。
【作者】胡一刀
【来源】南方农村报
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