🧭 海产市场正迈向“冷藏化”

随着消费结构升级、生活节奏加快，冷藏（冷冻）海产逐渐成为市场主流。相比传统的鲜活海产，冷藏产品更稳定、更安全、更便利，越来越受到商超、电商平台与家庭厨房的欢迎。

🔍 1. 消费升级推动“品质冷藏”崛起

• 城市家庭倾向选购清洁、去刺、调味过的冷藏鱼类或虾类产品。

• 餐饮行业则依赖规格统一、存储稳定的冻品以实现标准化出品。

• 消费者关注“无抗生素”、“可追溯”与“急冻锁鲜”字样，说明品牌信誉与加工工艺成为购买关键。

🔍 2. 电商冷链兴起，冷藏产品更易触达

• 大型平台如Shopee、Lazada、Jocom 等均设有冷藏专区。

• 新兴冷链物流（如冷链货柜、保温包裹）让生鲜商品能送达郊区和二线城市。

• 即时配送+冷藏宅配成为都市快节奏家庭的新宠。

🔍 3. 本地养殖+区域冷链，是未来方向

• 鉴于海洋捕捞资源减少，马来西亚开始大力推动本地水产养殖与内陆冷链系统发展。

• **“离消费地更近的养殖场”**可降低运输风险与成本。

• 冷藏技术如液氮锁鲜、真空包装与分装包装也成为主流配置。

🔍 4. 新消费群体的“海鲜认知”改变

• 年轻消费者更倾向看重食物的来源、认证与环保理念。

• “绿色海产”、“可持续养殖”、“MSC认证”等成为重要标签。

• 海产品牌不仅仅是卖产品，更是输出价值观与健康理念的平台。

📈 趋势总结：冷藏海产，是稳定增长的蓝海市场

🧭 The Shift Toward Frozen Seafood

As consumers demand convenience, safety, and consistent quality, frozen seafood is gaining popularity. Unlike fresh seafood, it provides year-round supply, longer shelf life, and easier logistics — making it a favorite in supermarkets, restaurants, and home kitchens.

🔍 1. Quality-Driven Demand from Upgrading Lifestyles

• Urban families prefer pre-cleaned, de-boned, or pre-seasoned frozen products.

• Restaurants rely on uniform sizing and stable storage to ensure menu consistency.

• Consumers are now looking for “antibiotic-free,” “traceable,” and “flash-frozen” products, making branding and processing transparency critical.

🔍 2. E-Commerce and Cold Chain Logistics Unlock Reach

• Platforms like Shopee, Lazada, and Jocom now have frozen seafood categories.

• Advancements in cold containers, insulated packaging, and delivery infrastructure allow fresh-frozen goods to reach rural and secondary cities.

• Fast delivery + frozen parcels are a growing trend in urban areas.

🔍 3. Local Farming + Regional Cold Chains: The Future Model

• With wild catch declining, Malaysia is boosting domestic aquaculture and cold chain development.

• Farms closer to consumer markets lower risk and cost.

• Technologies like liquid nitrogen freezing, vacuum sealing, and portion packaging are becoming standard.

🔍 4. Changing Consumer Mindset

• Young consumers are more aware of food origin, sustainability, and certification.

• Labels like “sustainably farmed,” “green seafood,” or “MSC-certified” attract buyers.

• Seafood brands are no longer just suppliers — they are advocates for health and environmental values.

📈 Summary: Frozen Seafood, a Blue Ocean with Steady Growth

撰文：Sooi Keong 师强海产内容团队 

Written by the Sooi Keong Seafood Content Team

来源：Sooi Keong 师强海产官方专栏
Published by Sooi Keong Official Brand Column