Caption: Semi-finished cuisine Source/Photo provided by the interviewee (the same below)
After La Ba is the year, one year and one year. As the footsteps of the Chinese New Year’s Eve night approached, how to eat Chinese New Year’s Eve food, has it been put on the agenda of your home? According to the city’s winter and spring epidemic prevention and control requirements, encouraging “not leaving Shanghai unless necessary” is encouraged, reducing the flow of people, and eating Chinese New Year’s Eve meals at home has become the choice of many families.
Some surveys show that more and more “post-80s” have gradually replaced their parents and taken over the dominance of Chinese New Year’s Eve meals. The “lazy economy” is superimposed on the impact of the epidemic, how can young people make a table of decent Chinese New Year’s Eve? Pre-made New Year dishes that are convenient and fast, rich in dishes and high in appearance have become a new favorite.
Yesterday, under the guidance of the Municipal Commission of Commerce, the Municipal Catering and Cooking Industry Association launched the second edition of the reunion dinner and Chinese New Year’s Eve meal takeaway list, and 1,616 stores under 81 catering and food enterprises in the city launched 205 semi-finished packages, finished packages, and special items to help citizens “reduce the flow and taste without loss”.
Holding Chinese New Year’s Eve Rice Ownership Young people try pre-made dishes
“This Spring Festival, we want to give our parents a break, and my husband and I will take care of the Chinese New Year’s Eve dinner.” In previous years, Chinese New Year’s Eve, Ms. Han and her husband would take their children to their parents’ house for dinner, and this year she decided to invite both parents to the small home to taste their “palm” Chinese New Year’s Eve rice. In the past two days, she has been preparing to serve hard dishes, not purchasing ingredients in small vegetable markets, but choosing pre-made New Year dishes on e-commerce platforms.
As the New Year of the Tiger approaches, more and more people like Ms. Han begin to think about where and how to eat Chinese New Year’s Eve food. According to the latest survey data from the Shanghai Business Information Center, more than 70% of consumers choose to have dinner at home during the Spring Festival, and more than 50% intend to buy Chinese New Year’s Eve meal sets or New Year dishes. It is a general consensus that 45.3% of consumers are willing to choose a set meal of 800-1200 yuan, and more than 28% of consumers choose a high-end gift box of more than 1200 yuan.
Caption: Among the respondents aged 30-35, 50% of the respondents are responsible for preparing Chinese New Year’s Eve meals by themselves or their loved ones
According to the results of the New Year cuisine survey from Freshippo, 50% of the respondents aged 30-35 are responsible for preparing the Chinese New Year’s Eve meal by themselves or their loved ones, and 50% are still prepared by their parents. Shanghai has the highest proportion of Chinese New Year’s Eve meals prepared by young people, at 52%. As the “most important” meal of the year, young people aged 30-35 take the lead in Chinese New Year’s Eve meals, which also reflects that these young people are gradually becoming the pillars of the family, gradually taking over the decision-making power of various large and small matters from their parents.
At the same time, younger consumer groups are more receptive to prepared dishes. The data shows that 82% of respondents aged 30-35 have some awareness of “New Year meal set”, of which 65% are willing to try to buy pre-made New Year dishes. But at the same time, their needs for New Year dishes are more specific and complex, and they need to attract consumers with better ingredients and craftsmanship.
Thick oil red sauce is indispensable, and the northern and southern flavors are complete
The ritual sense of the New Year relies on Chinese New Year’s Eve meal. For Shanghainese foodies, a neat set of Chinese New Year’s Eve rice must include cold cuts, hot stir-fries, soups and dim sum, while classic dishes such as Sixi Grilled Bran, Pop Fish, Eight Treasure Duck, and Pickled Tuk Xian are essential.
However, as more and more young people stay in Shanghai for the Chinese New Year, in recent years, consumers have become more and more not limited to local traditional dishes in terms of dishes and taste choices for Chinese New Year’s Eve meals, and the tastes of various regions are becoming more and more integrated. From long-established stores, branded restaurants to fresh food e-commerce companies have also targeted this trend and launched a variety of wonderful pre-made New Year dishes.
Caption: Northwest flavor in Chinese New Year’s Eve rice
On the side of the pasta is Chinese eight-treasure rice, and next door to Mongolian beef big bone is Benbang smoked fish… At the recently launched “2022 Shanghai Taste Chinese New Year’s Eve Rice Promotion Activity”, consumers were crowded, not only the local cuisine that Shanghai people love to eat, but also Sichuan style, Northwest cuisine and Mediterranean cuisine.
Caption: Mediterranean cuisine in Chinese New Year’s Eve rice
The reporter’s interview found that the “pot choi” that mostly appeared on the Chinese New Year’s Eve dinner table in Guangdong and Hong Kong in the past two years has become a hot hard dish on the Chinese New Year’s Eve dinner table in Shanghai in the past two years, and has entered the sales season. “This year, we upgraded the family portrait in the 1,588 yuan Chinese New Year’s Eve rice semi-finished set to Buddha jumping over the wall, and although the family portrait is a favorite New Year dish of old Shanghainese, consumers still want something new on the table.” Zhijing, deputy general manager of Xinghualou, told reporters that eating better than usual is the basic requirement for Chinese New Year’s Eve rice, and for Shanghai citizens, adding abalone, sea cucumber, fish belly and other ingredients, and then slowly simmering Buddha jumping over the wall with abalone juice is a classic “net red dish”.
“Our newly launched ‘Golden Jade Full of Hong Kong-style Big Ponsai’ is very popular with Shanghai citizens, and has sold thousands of copies in the past day.” Ou Houxi, the person in charge of Dingtone Grocery Kuaishou Food, said that from the recent purchase data, Shanghai citizens’ Chinese New Year’s Eve rice table integrates northern and southern flavors, in addition to Shanghai traditional dishes such as eight treasure rice, braised round hooves, crab flour xiaolong, but also Sichuan cuisine, Su cuisine, Zhejiang cuisine, Cantonese cuisine, Hui cuisine and other special dishes from all over the world, such as Sichuan-style bacon, Cantonese suckling pigeon, Huizhou Yipin pot, etc. are the top ten pre-made New Year dishes. ”
Even Western-style dining is “rolling around”. At the recently launched “2022 Shanghai Online New Year Festival”, around the “eating” family banquet, e-commerce companies brought Russian king crab and caviar, Indian green lobster, Cambodian rice, Azerbaijani juice and other imported foods in the “SCO National Characteristic Goods Live Broadcast”, adding an exotic style to the table in the New Year.
“Hands-on” video tutorial, “kitchen white” to make big dishes
Remember the New Year scene when you were a child? As soon as the lunar month begins, parents begin to marinate salted chicken, make eel turtles, fried meatballs, and make golden egg dumplings. But for the “post-80s”, many people are still “kitchen whites”. How can they make pre-made New Year dishes the same level as dine-in dishes? The chefs have a lot of brains.
“This year is the first time we have achieved close to 100% reduction of semi-finished cold dishes, and hot dishes can be restored at least 80% to 90% at home.” Zhu Hong, master of Chinese cuisine and executive sous chef of Xinya Cantonese Restaurant, introduced that all semi-finished products of family banquets Chinese New Year’s Eve rice, the ingredients are freshly supplied to the constant temperature central kitchen every day, professionally cleaned after sanitize work, packed overnight and delivered to Nanjing East Road in the morning, the whole fresh cold chain distribution, try to retain the original taste, consumers can get a table of highly restored New Year dishes after simple heating on the same day or the next day.
Caption: Xinya Chinese New Year’s Eve semi-finished rice
Xinya Cantonese restaurant also works utensils, such as a Sichuan bamboo sunflower goji berry stewed grass chicken, which is placed in a golden aluminum pot, the whole semi-finished product weighs 5 pounds, and the aluminum pot can be directly heated on the stove, and repeated firing twice will not break.
And for the “kitchen novice”, there is also a set of “cheats”. Just scan the QR code of the operation manual, and each set of family banquets and dishes has a hand-to-hand teaching video to improve the convenience of production. “We photographed the whole set of dishes in advance, cold dishes, hot dishes, soups, dim sum, all with the operation process, basically restored to the same freshness as when made at that time.”
In addition, young people’s requirements for a sense of ceremony are also very high, and it is very important to see how the reproduced New Year dishes look and whether they can be exposed in the circle of friends. Therefore, the Hema R&D team has put more effort into product development and packaging, and the reheated shape is comparable to freshly fried squirrel fish and hand-bundled braised pork, which is well received for its shape. Soup “big dishes” such as Buddha jumping off the wall and fish maw chicken will also be accompanied by very “photogenic” pots and pans to meet the needs of consumers to “dry” Chinese New Year’s Eve rice.
The brand’s Chinese New Year’s Eve rice “heats up” and delivers it to the door in half an hour
“Hey, your Chinese New Year’s Eve has been shipped.” Online order, hot Chinese New Year’s Eve food delivered to the door, the reporter interviewed found that this year there are many brand catering companies choose to “hot out”, as long as the advance booking, the fastest half an hour can be delivered to the door, so that consumers who are reunited at home can also completely free their hands.
“We started offering pre-products for Chinese New Year’s Eve meal sets last year, but some consumers with high taste requirements reported that they were still different from the dishes made by the chefs.” Yang Hai, regional general manager of Hutchison Small Dishes, said that this year, it was decided to rely on a number of chain stores to provide home-delivered freshly made Chinese New Year’s Eve meals to citizens within three to five kilometers of the surrounding area.
“Let’s say a consumer is going to start eating Chinese New Year’s Eve at 6 p.m., and our chefs will start cooking an hour early and serve it half an hour later. Coupled with the delivery time, it is possible to deliver hot Chinese New Year’s Eve meals at 6 o’clock. He told reporters that in order to ensure the appearance of a large meal, large dishes such as family portraits are all customized casseroles and provided to consumers for repeated use.
Caption: Book the scene
iBailian cooperated for the first time with 14 stores under brand restaurants such as Yu Baxian, Dadong, Restaurant, Red House Banquet, and Lao Zhengxing to launch Chinese New Year’s Eve meals to their homes. Same-day Chinese New Year’s Eve meals are delivered to your home, and in addition to being cheaper than eating in store, there is no service charge.
“There are both small family packages for 2-3 people and large family packages for 8-10 people, basically each catering brand has one or two packages to choose from, the price ranges from 688 yuan to 6188 yuan, rich and thrifty.” Wang Xiaoyan, CEO of Bailian Omni-channel, told reporters that the Chinese New Year’s Eve meal home service launched since New Year’s Day this year has sold very well, and some brand packages have been sold out.
In addition, near the Spring Festival, Chinese New Year’s Eve rice pre-products on platforms such as Meituan and Ele.me have also been launched. Meituan’s grocery shopping “elephant chef” X “must-eat list” special area aggregates catering brands such as must-eat list and time-honored brands, promising that during the Spring Festival, pre-made food on the must-eat list can be delivered to your home in 30 minutes. Yang Zijiang, the person in charge of Ele.me Fresh Food, said that near the Spring Festival, orders for pre-made dishes on the Ele.me platform increased by about 70% year-on-year.
Xinmin Evening News reporter Zhang Yuyun, Yang Yuhong, Jin Zhigang