赢回消费者的信任——中国预制食品必须完成的功课【和君新消费】

Core Viewpoint - The Chinese prepared food industry is facing a trust crisis, stemming from a disconnect between industry practices and consumer expectations regarding food quality and authenticity [2][3]. Group 1: Trust Crisis Causes - The first cause of the trust crisis is the conflict between industrial efficiency and humanized needs, where consumers feel that prepared dishes lack the warmth and authenticity of home-cooked meals [4][5]. - The second cause is the lack of standards and transparency, leading to consumer confusion about what constitutes prepared food and a general distrust due to insufficient information about sourcing and production processes [6][7]. - The third cause is the clash between industrial logic and food culture, where the emotional and cultural significance of food is lost in the standardization of prepared dishes [8]. Group 2: Essential Courses for Rebuilding Trust - The first essential course is to reconstruct the business value perspective from a cost-focused approach to a trust-focused approach, emphasizing what value can be delivered to consumers [8][9]. - The second essential course involves product innovation that infuses cultural and emotional significance into prepared food, transforming it into a medium for storytelling [10][11][12]. - The third essential course is to enhance process transparency, allowing consumers to see every step of the production process to rebuild trust [14][15][16]. - The fourth essential course is to create marketing and service strategies that foster emotional connections with consumers, moving beyond mere product sales [19][20][21]. Group 3: Future of the Prepared Food Industry - The future of the prepared food industry requires establishing a symbiotic ecosystem of trust among enterprises, industries, and consumers, focusing on market segmentation to meet diverse consumer needs [24][25][26]. - The industry must also integrate supply chains from farm to table, ensuring quality and freshness through partnerships with agricultural cooperatives and logistics companies [25]. - Finally, there is a need for global expansion of Chinese prepared food, promoting cultural narratives rather than just products [26].