Epidemic Reshapes Consumption Structure To Drive Better Cold Chain

Epidemic Reshapes Consumption Structure To Drive Better Cold Chain

Date:Mar 17, 2020

[China Refrigeration Network] For consumers, during the Spring Festival this year, the demand for frozen foods, hardbound vegetables, immunity-enhancing products and fast food increased significantly.  JD.com's Spring Festival data show that quick-frozen foods such as dumplings and pasta increased more than 7 times year-on-year.  The semi-finished food market also responded well. The turnover of Xinya Chef on Jingdong Platform during the Spring Festival was more than 40 times as much as usual, with self-heating rice up 257.09% year on year.

At the same time, offline consumption is blocked, and major food, fresh food and catering enterprises are seeking transformation.  During the epidemic period, the outbreak of consumer demand for online purchasing of fresh food forced offline supermarkets to further go online, and also allowed fresh e-commerce platforms to further expand SKU to meet consumer demand for health, chilled, frozen and other foods.

In addition, the government has introduced measures to strengthen the classified management of the live poultry trading market and to promote the circulation and sale of agricultural products. It requires all localities to plan the supply of poultry meat, pig, beef, mutton and other "vegetable basket" products as a whole, strengthen the docking of production and sales, improve the quality of the industrial chain, improve the distribution system, promote the listing of chilled and frozen meat, and ensure residents' consumption.

Driven by these three factors, consumers' food consumption patterns and structures have been reshaped.

"Shangchao, Catering and Fresh Food Online all benefit from the rise of the supply chain."  Zhang Bing, founder and CEO of Jiuye Supply Chain, said.

It should be pointed out that under the epidemic situation, changes in consumption trends have made the previous supply chain unable to fully meet the demand.

Experts believe that the realization of expectations needs to start from two aspects: first, consumers covering core cities and township streets can buy fresh food of major brands;  Second, fresh food can be sold nationwide through the supply chain and cold chain logistics network.  This requires a nationwide cold chain logistics network.

In fact, there has been a long-term layout in terms of policies. Opinions on Promoting High-quality Development of Logistics and Forming a Strong Domestic Market and Notice on Promoting Interconnection and Improvement of Agricultural Products Supply Chain among Farmers and Businessmen all promote the healthy development of cold chain logistics industry from different levels.

Xu Guangrui, executive director of the National New Future Research Institute of Science and Technology, said that after the epidemic, the "new infrastructure" represented by 5G, artificial intelligence, industrial Internet, Internet of Things, etc. will be accelerated, and the potential in the fields of cold chain logistics, intelligent rail vehicle networking, etc. will be more fully released under the protection of the "new infrastructure".

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