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2020-10-22
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搶進電商零售市場 漢來「來拌麵」上市

202007200001 (3)進入後疫情時代,餐飲業已能嗅到回春的氣息,漢來美食在疫情期間一點都沒有停歇反而更加忙碌,不但推出了「宅美食」系列冷凍熟食,還研發了最經濟美味的「來拌麵」快煮即食麵,7月16日正式上市。

202007200001 (1)根據經濟部統計處資料,2019年速食麵年產值114億,今年因為新冠疫情影響,民生物資囤貨潮推升臨時性需求,第一季銷售額達31億,年增14.1%為歴年同期新高,其中,乾拌麵的成長更以倍數增加,雖然目前台灣乾拌麵市場的競爭激烈程度可謂已進入戰國時代,但就民眾對防疫需求升溫,促使宅經濟快速發展的情況下,此商品仍有相當大的成長空間。

 

這個被漢來美食視為秘密武器、並且將舖向電商及零售通路的「來拌麵」,雖然進入市場的時間比較晚,但漢來美食擁有強大的研發和市調團隊,歷時一年研發,第一支拌麵產品以「椒麻醬香」風味搶進市場,就是瞄準現在市場上最受歡迎的口味,以大紅袍花椒、辣椒製成紅油,和主廚特調的醬汁,麻中帶辣。在拌料部份,更把時下愈來愈受關注的「未來肉」-大豆蛋白和豐富的蔬菜做成拌麵醬料,增加了營養成份和香味,與市場上現有的產品做出區隔,相信以對產品的研發、口味的掌握及具有競爭力的價格策略,可以再創藍海。

初期通路的舖設上,漢來美食將嘗試與Momo、Friday、YAHOO、博客來、ibonmart、PCHOME等線上通路合作,加上直營的餐廳約40家門市同步舖貨,首批40萬包產量,預估將可在3個月內完售,為集團挹注超過2000萬元營收。

這次對全世界造成巨大影響的COVID-19疫情重創觀光產業,所幸餐飲業主要的客層仍是以內需市場為主力,因此能夠很快的隨著進入「後疫情時代」而恢復正常的營運,但有些消費行為隨著疫情而衍生並且快速成長,例如電商和零售市場,就是對原本經營餐廳門店生意為主的漢來美食而言,是另一個可以著力的商機。

而耗時一年時間研發、終於在7月面世的全新電商零售商品「來拌麵」,也是漢來美食因這波疫情而衍生出來的想法,秉持著將內部眾多廚藝超群的師傅們所製做的美味餐食送到消費者餐桌的概念,預計將是未來集團致力發展的一條重要路線。

202007200001 (2)此外,在這次大約4個月的疫情期間,漢來美食更快速的從現有菜色中研發出適合冷凍熟食,包括冷凍豬腳麵線、台式滷肉豆腐、家鄉獅子頭,漢來美食將通路主力放在自營的網路商店和momo等電商平台,短短2、3個月時間,就創造1000組的銷量。隨著漢來美食第二季營收逐月成長,已佐證餐飲業復甦態勢的明朗化,且自7月起多家新品牌及餐廳分店加入營運陣線,漢來美食已為下半年的營運動能備足柴火。

來拌麵第一支拌麵產品以「椒麻醬香」風味搶進市場,1袋4包原價304元、首賣優惠價264元,12包箱裝原價912元、首賣優惠價720元。首波上市可在全台漢來美食餐廳,或在漢來美食購物商城:https://bit.ly/3ftbLuu訂購。

 

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