Development Status and Trend of Quick-frozen Food Industry in 1.

Quick-frozen food refers to food that can be stored at low temperature for a long time after quick-frozen treatment, and only needs to be heated or cooked simply before eating. There are many kinds of quick-frozen food, including meat, aquatic products, vegetables, fruits, noodles, rice, hot pot ingredients, etc. Quick-frozen food is convenient, fast, hygienic, nutritious and diverse, which adapts to the fast-paced lifestyle and diversified dietary needs of modern people.

According to data from Ai Media Consulting, the scale of China's quick-frozen food market continues to expand, reaching 168.85 billion yuan in 2022 and is expected to reach 213.09 billion yuan in 2025. The rapid growth of the frozen food industry benefits from the following factors:

-Economic development and the increase in residents' income have raised consumers' requirements for food quality and taste, and promoted the upgrading of quick-frozen food.

-Technological progress and the improvement of cold chain logistics have provided better conditions for the production and sales of quick-frozen food, and ensured the quality and safety of quick-frozen food.

-The government's support policies and the improvement of the consumption environment have created good external conditions for the development of the quick-frozen food industry and encouraged the innovation and expansion of quick-frozen food enterprises.

-The diversification of consumer needs and preferences has prompted frozen food companies to continuously introduce new categories and tastes to meet the needs of different consumption scenarios and people.

Although the quick-frozen food industry is developing rapidly, it also faces some challenges and problems, mainly in the following aspects:

-The fierce competition in the industry and the serious homogenization phenomenon have led to the compression of the profit margin of quick-frozen food and the lack of brand effect.

-Industry standards and imperfect supervision have led to uneven quality of quick-frozen food, and there are many food safety hazards, which affect consumer trust and satisfaction.

-The external impact of the industry is large, such as the rise of new food forms such as takeaways, prepared vegetables, self-heating food, etc., to seize the market share of frozen food, increasing the substitution of frozen food.

-Insufficient innovation capabilities in the industry, lack of in-depth understanding and insight into consumer needs, and it is difficult to provide more personalized, differentiated, and high value-added frozen food products and services.

Therefore, in order to cope with the opportunities and challenges of the industry, frozen food enterprises need to strengthen the research on user behavior, in order to obtain more market information and consumer insight, so as to formulate more effective product strategies and marketing strategies, and enhance their competitiveness and market share.

Purpose, content, methods and steps of 2. user behavior research

User behavior research refers to the collection and analysis of users' behavior characteristics, psychological characteristics, demand characteristics and other information in the process of purchasing, using and evaluating frozen food through certain methods and means, so as to reveal the laws and trends of users' needs, preferences, motivation and satisfaction, and provide valuable reference and suggestions for frozen food enterprises.

The purpose of user behavior research mainly has the following aspects:

-Understand the basic situation of users, such as age, gender, income, education, occupation, family, etc., to divide user groups and market segments, and provide a basis for product positioning and target market selection.

-Understand the user's purchase behavior, such as purchase frequency, purchase volume, purchase channel, purchase time, purchase scenario, etc., to analyze the user's purchase habits and patterns, and provide the basis for the formulation of product prices, channels, promotions and other strategies.

-Understand the user's use behavior, such as use mode, use frequency, use duration, use scenario, use object, etc., to analyze the user's use needs and preferences, and provide the basis for the formulation of product functions, design, quality, service and other strategies.

-Understand the user's evaluation behavior, such as evaluation content, evaluation channel, evaluation time, evaluation impact, etc., to analyze the user's satisfaction and loyalty, and provide the basis for the formulation of product improvement, optimization, innovation and other strategies.

-Understand the user's psychological characteristics, such as cognition, attitude, emotion, motivation, values, etc., to reveal the user's psychological needs and psychological mechanism, and provide the basis for the formulation of product positioning, differentiation, brand image and other strategies.

The content of user behavior research mainly includes the following aspects:

-User's basic information, such as demographic characteristics, socio-economic characteristics, lifestyle characteristics, etc.

-The user's purchase behavior, such as the purchase process, purchase decision, purchase factors, purchase behavior type, etc.

-The user's use behavior, such as the use process, use experience, use problem, use behavior type, etc.

-The user's evaluation behavior, such as evaluation process, evaluation criteria, evaluation results, evaluation behavior type, etc.

-The user's psychological characteristics, such as cognitive structure, attitude structure, emotional structure, motivation structure, etc.

The main methods of user behavior research are as follows:

-Questionnaire method refers to a quantitative research method that collects basic information, behavioral information, psychological information, etc. of users by designing and issuing a series of questions, and then carries out statistical analysis and interpretation. The advantages of questionnaire survey method are large amount of data, wide range, low cost and high efficiency, which is suitable for describing the general characteristics and laws of users. The disadvantage of the questionnaire method is that the quality of the data is affected by factors such as questionnaire design, distribution, recovery, and filling in, and it is difficult to understand the personalized and dynamic characteristics and needs of users.

-Interview method refers to a qualitative research method that collects detailed information, behavioral information, psychological information, etc. of users through face-to-face or telephone communication with users, and then conducts inductive analysis and interpretation. The advantages of the interview method are high data quality, depth and flexibility, which is suitable for exploring the deep-seated characteristics and needs of users. The disadvantages of the interview method are small data volume, narrow scope, high cost and low efficiency, and it is difficult to reflect the general characteristics and laws of users.

-Observation method refers to a qualitative research method that directly or indirectly observes the behavior of users in the process of purchasing, using and evaluating frozen food, collects the user's behavior information, psychological information, etc., and then describes, analyzes and explains. The advantage of the observation method is that the data is real, objective and intuitive, and is suitable for revealing the actual behavior and psychological state of the user. The disadvantage of the observation method is that the data are difficult to quantify, standardize, systematize, and make in-depth analysis and inference difficult.

-Experimental method refers to a quantitative research method that collects the user's reaction or result by performing some specific operations or stimuli on the user under certain conditions, and then conducts comparative analysis and interpretation. The advantage of the experimental method is that the data is controllable, repeatable and verifiable, and is suitable for verifying the causal relationship between the user's behavior or psychology. The disadvantage of the experimental method is that the data are affected by the experimental design, experimental environment, experimental subjects and other factors, and it is difficult to adapt to the complex and changeable actual situation of the user.

The steps of user behavior research mainly include the following aspects:

-Determining research objectives refers to clarifying the theme, scope, content, requirements, etc. of the research, and providing guidance for the implementation and evaluation of the research.

-Design research plan, refers to the selection of appropriate research methods, tools, samples, time, place, etc., to provide protection for the implementation and management of research.

-The implementation of research activities refers to the distribution of questionnaires, interview arrangements, observation records, experimental operations, etc. in accordance with the research plan to provide data for the analysis and report of the research.

-Analysis of research results refers to the use of statistical analysis, content analysis, structural analysis, causal analysis and other methods to process, organize, summarize, summarize, etc., to provide a basis for research reports and recommendations.

-Writing a research report refers to writing the background, purpose, method, process, results, etc. of the research according to the research objectives, plans, activities, results, etc,Conclusion, recommendations, etc., to provide documentation for the dissemination and application of research.

-To put forward research suggestions refers to putting forward feasible and effective suggestions for improvement or optimization according to the research report, aiming at the product strategy, marketing strategy and innovation strategy of quick-frozen food enterprises, so as to provide a reflection of the value and significance of the research.

The case of user behavior research conducted by 3. Shangpu Consulting for a frozen food brand.

Shangpu Consulting Company is a company specializing in market research and management consulting. It has rich industry experience and professional team to provide high-quality services to customers in all walks of life. The following is a brief introduction to a user behavior survey conducted by Shangpu Consulting for a frozen food brand:

-Research objectives: the frozen food brand is a focus on fresh frozen food enterprises, the main products include frozen dumplings, frozen steamed bread, frozen dumplings and so on. The brand hopes to understand the needs, preferences, motivations, and satisfaction of users in the target market through user behavior research to enhance product competitiveness and market share.

-Research Program: Champ Consulting has used a variety of research methods, including questionnaires, interviews, observations and experiments, to obtain more comprehensive and in-depth user information. The questionnaire survey method is mainly used to collect the user's basic information and purchase behavior information, the interview method is mainly used to collect the user's use behavior information and evaluation behavior information, the observation method is mainly used to collect the user's use scenario information and use experience information, the experimental method is mainly used to collect the user's psychological characteristics information and behavior reaction information. Shangpu Consulting has designed different research tools, such as questionnaires, interview guides, observation forms, experimental schemes, etc., to adapt to different research methods and purposes. Shangpu Consulting selected 1000 users who met the characteristics of the target market as research samples, and conducted a one-month research activity in four cities including Beijing, Shanghai, Guangzhou and Chengdu.

-Research activities: According to the research plan, Shangpu Consulting Company conducted questionnaire distribution, interview arrangement, observation record, experimental operation, etc. Questionnaires are distributed mainly online and offline, online through social media platforms such as WeChat and Douyin, and offline through sales channels such as supermarkets and convenience stores. The interview arrangement is mainly conducted by telephone and video, and some users are invited to participate. Each interview is about 30 minutes, mainly focusing on the user's use behavior and evaluation behavior. Observation records are mainly carried out on-site and remote. On-site cameras are set up in supermarkets, convenience stores and other sales channels. On-site cameras are installed in users' homes to mainly observe users' purchase scenes and usage scenes. The experimental operation is mainly carried out through the laboratory and the family. The laboratory sets up different quick-frozen foods and stimulating conditions in the laboratory of Shangpu Consulting Company, and the family mainly tests the user's cognition, attitude, emotion, motivation and other aspects by providing different quick-frozen foods and stimulating conditions in the user's home.

-Survey results: The survey data were analyzed and interpreted by Champ Consulting, and the following results were obtained:

Basic information of users: The users of the survey sample are mainly distributed between 25-45 years old, the ratio of men to women is close, the income level is higher, the education level is higher, the occupations are mostly white-collar workers, freelancers, etc., and the families are mostly nuclear families or Single family, lifestyle is mostly fast-paced, health-oriented, pursuit of quality, etc.

User's purchasing behavior: the users in the survey sample purchase quick-frozen food frequently, with an average purchase volume of 2-3 times a week and a small purchase volume of 2-3 bags each time. the purchasing channels are mostly supermarkets, convenience stores, etc., the purchasing time is mostly after work or on weekends, the purchasing scenes are mostly home or office, the purchasing factors are mostly convenience, speed, hygiene, nutrition, taste, etc., and the purchasing behavior types are mostly planned purchasing or impulsive purchasing.

User's usage behavior: the users in the survey sample use quick-frozen food frequently, with an average of 3-4 times per week. The usage methods are mostly microwave ovens, electric rice cookers, pans, etc. The usage time is relatively short, with an average of 10-15 minutes each time. The usage scenes are mostly breakfast, dinner or supper, and the users are mostly themselves or their families. The usage needs are mostly to save time, solve hunger, satisfy the appetite, etc, the use preference is mostly dumplings, steamed bread, glutinous rice balls, etc.

Evaluation behavior of users: the frequency of evaluation of quick-frozen food by users in the survey sample is relatively low, with an average of 1-2 times per month. The evaluation contents are mostly the quality, taste, price, packaging, etc. The evaluation channels are mostly social media, e-commerce platforms, word-of-mouth websites, etc. The evaluation time is mostly after use or purchase, and the evaluation influence is mostly the satisfaction, loyalty, recommend intention, etc, the evaluation criteria are mostly personal expectations, experiences, feelings, etc., and the evaluation results are mostly medium or good.

Psychological characteristics of users: The users of the survey sample have a high awareness of quick-frozen food. They mostly think that quick-frozen food is a convenient, fast and diverse food, but there are also some doubts and concerns, such as the safety and nutrition of quick-frozen food., Freshness, etc. Users have a more positive attitude towards quick-frozen food. They think that quick-frozen food can meet their living needs and dietary needs, but there are also some dissatisfaction and complaints, such as the taste, price, and innovation of quick-frozen food. The user's feelings for frozen food are more complex, mostly like, trust, dependence, etc., but there are also some boredom, doubts, guilt and so on. User motivation for frozen food is more diverse, more affected by time, occasion, mood, interpersonal and other factors, mainly in the following types: functional motivation, emotional motivation, social motivation, self-expression motivation. Users' values for quick-frozen food are more personalized, which are mostly reflected in self-realization, self-satisfaction, self-expression, etc., but there are also some commonalities, such as health, quality, and convenience.

-Research Report: According to the research results, Shangpu Consulting Company has prepared a detailed research report, including the background, purpose, method, process, results,Conclusion, suggestions, etc., show the full picture and essence of the research in the form of charts, text, pictures, etc., and provide customers with a valuable document.

-Research Suggestions: According to the research report, Shangpu Consulting Company puts forward the following suggestions for the product strategy, marketing strategy and innovation strategy of the frozen food brand:

In terms of product strategy, it is recommended that the brand continue to maintain the characteristics and advantages of fresh and quick-frozen food, improve product quality and safety, increase product nutrition and freshness, expand product categories and tastes, meet the needs and preferences of different users, and enhance product differentiation And competitiveness.

In terms of marketing strategy, it is recommended that the brand strengthen its understanding and communication with users, establish user databases and portraits, formulate more accurate and effective market positioning and target markets, adopt more diversified and innovative channels and methods, and increase user awareness And loyalty, increase the purchase volume and frequency of users, and expand the market share and influence of products.

In terms of innovation strategy, it is suggested that the brand should strengthen the insight and creation of users, establish user feedback and suggestion mechanism, adopt more open and flexible R & D and design mode, launch more personalized and high value-added products and services, meet the psychological needs and values of users, and improve the innovation and leading degree of products.