Industry Overview - The "fresh food rice" category is emerging in the market, characterized by its long shelf life and convenience, requiring only two minutes of microwave heating for consumption [2][3] - The market size of China's prepared rice industry reached 3.256 billion yuan in 2023, with a year-on-year growth of 7.99%, and is expected to grow to 4.666 billion yuan by 2030 [2] Product Characteristics - Fresh food rice, also known as convenient rice, originated in Japan and is primarily aimed at B2B channels such as traditional restaurants and transportation systems [3] - The production process involves sealing cooked rice in a sterile environment, ensuring long-term storage and circulation at room temperature [3] Market Players - Various brands are entering the fresh food rice market, including Hema, Dingdong Maicai, and Jinlongyu, as well as products from Nongfu Spring and Korean brand CJ [3][4] - Sales data indicates that brands like Jinque and Mother have monthly sales in the thousands on their flagship stores [3] Pricing and Consumer Insights - The price of fresh food rice varies significantly among brands, ranging from 3 yuan to over 10 yuan per box, with specific examples including Jinque's white rice priced at 9.9 yuan for 210g [4] - Consumer feedback highlights the convenience and affordability of fresh food rice, appealing particularly to busy individuals such as office workers and students [5] Market Potential - The prepared rice market shows significant growth potential due to the fast-paced lifestyle of consumers, although it remains a niche segment with limited local brand influence [5]