Trend of History

Chinese condiment market will be which direction to go, how to go, what opportunities, Chen Xiaolong name and Guangzhou Road Consultants Ltd. has received on these issues, "sales and marketing", "Chinese food", "Nanfang Dushi Bao", " tobacco and sugar Weekly "," new food "and other media, at least every two years, we will be in different media to publish the name of Chen Xiaolong and Guangzhou Road marketing consultants Ltd. on behalf of, the condiment industry trends articles and reports .

Background research trends

There are many units and individuals in the study report sales condiment industry, but also on the condiment industry to make some comments, of course, the reader's own methods of identification, behind these reports and statements, there is not a lot of market research data? Is there a lot of field visits to the market, there is no country in the long-term in-depth market line, a large number of consumers and businesses face to face contact with the means of professional systems, collection and study of Chinese condiment market first-hand information?

I channel marketing consultant and the name of our team, every time I see some data in the media and research hearsay, feel very sad, these toxic data, is making a lot of investors to make an incorrect judgment, even fatal judgment.

For example, "(soy sauce) industry's largest manufacturers, the market share is only 5%", prompting many investors at the wrong time, into the soy industry, and found, among the industry's largest manufacturers, has been in soy sauce market in many regions, market share up to 50%! At this time, millions, tens of millions of investment has been down, return piling up, the market retreat. What Is Wrong? Such a big investment, do not you find professional consultants to help you do the escort, it is reckless!

After several rounds of condiment industry reshuffle, the basic pattern of clarity, some SMEs have a lot to do a good attempt, and achieved gratifying results, below, I want our research results, for everyone to share, but also to growing among the condiment business some help. In our study, we discover the Chinese condiment industry show the following trends, and has the following opportunities:

A trend, the industry pattern multipolarity

1, three nodes industry structure evolution

In 2000, the core of soy sauce category four, namely: Chinese soy market is now forming the pattern of quarter of the world, Guangdong Haitian, Guangdong Zhimeizhai mainly soy production to Shanghai Amoy, Kellogg, Lao Chai to Shanghai's main producing soy sauce, Nestle Maggi, Kikkoman, Lee Kum Kee, Gaga, Wada broad-based foreign soy sauce, the Golden Lion in Beijing, Shijiazhuang, said, Tianjin Tianli, Fuzhou Man Tin, Hunan Shuangfeng and other regional soy-based sauce estate.

In 2005, with chicken as the core of a new class of two camps. July 1, 2004, Chinese chicken industry standard formally promulgated and implemented. A year after the formation of eight major brands account for 80% of the market situation.

After 2013, the industry pattern of multi-polarization, multi-category, multi-channel, multi-center power pole.

2, the industry pattern multipolarity

Multi-level refers to the last major categories of produce can be about the evolution of the industry, and is now showing a strong multi-strand forces are sufficient for about industry development pattern, and checks and balances, which is "multipolar."

Multipolar performance: brand concentration increased; category subdivision concentration and focus; prices show polarization; a major channel dramatically changes; auto polarization; volatility in capital condiment industry; management techniques more quickly applied to the industry in the past.

Multipolar effects: period, condiment industry's business model, the business environment has undergone great changes, whether manufacturers or distributors, retailers, consumer spending patterns have changed compared with five years ago, industry into severe shock period, manufacturers and distributors to enter the next stage after 2006, following the second major reshuffle.

Manufacturers and distributors to achieve as soon as possible in transition, with a unique character to the next 3--5 years to ensure that does not fall. Industry profit margins will be further development of the two, will be more popular and dependable does not make money, we should rely on the initiative to push new products to achieve profitability. Overall industry growth rate will continue to maintain a 15% increase. But we look at with a magnifying glass, you will find in the overall growth in the background, a lot of differentiation.

Trends, brand concentration increase

1, to enhance the degree of concentration. Condiment current brand concentration is relatively the previous five years, to enhance the brand concentration by 50%. 5 years ago seasoning brands have a certain influence around 1600, is now an important condiment brand less than 800, to get out and have some influence in the province of only about 400.

2, industry concentration there is much room for improvement? Current focus of the product categories of room for improvement still relatively large, on the grounds that: the concentration of vinegar sauce industry to improve the long-term trend. Currently sauce condiment industry output CR5 only 26% to 15% of Haitian enterprises, vinegar CR5 about 14.4%, leading enterprises Hengshuncuye only 5.3%, while Japan CR5 50%, 30 leading enterprises Kikkoman %. (Source: SWS)

3, to enhance the degree of concentration of the reason. Condiment brand will form a national brands and regional brands camps. To be popular, called "rich handsome" and "Cock wire", the intermediate layer may be negligible. Southwest and east of the manufacturing companies have performance.

Improve the brand concentration, driven by two factors: the capital polymerization reshuffle, mental targeting consumers. I first say this capital polymerization reshuffle involved condiment industry reshuffle capital strength has four stocks, namely 1, the state capital. 2, private capital. 3, the public capital.

4, cross-industry capital. I say it is targeting the minds of consumers. Consumer brand awareness, making the industry more specialized division of labor. Not what you think you are, but what consumers think you are. As mentioned dark soy sauce (soy sauce), we first thought the sky; think of steamed fish soy sauce (actually selling fragrance), the first thought Lee Kum Kee; flavor sauce mentioned, we think first taste of things (now everyone will think Delta taste and Tengku Yipinxian). You see, the color, the smell, the minds of consumers have been occupied.

Oyster mentioned, we think of Lee Kum Kee; Jishi mentioned, we think of Ba Jin and Knorr; composite seasoning mentioned, we think Wang Shouyi Shi Sanxiang and safety in mind. So, mention your business, what would you think of it?

5, brand concentration to enhance the industry trend from decentralized to centralized, is the world's condiment industry trend.

Three trends, category and segment highlights

1 large category breakdown.

Soy sauce category

First subdivision: soy sauce - soy sauce, soy sauce

Second subdivision: soy sauce - soy sauce, soy sauce, flavor

Third subdivision: soy sauce - soy sauce, soy sauce, flavor, functional soy sauce, soy sauce health

Precautions:

1, soy sauce category in 2011, in 2012 the overall growth rate of about 10 percent, the growth rate slowed down in 2012, some local leading brands have emerged phenomenon of decline. Sales of soy sauce as a whole has been connected to the saturation stage, currently only eat small change, playing tug of war region. Gaga soy sales have declined in the local, mainly central market, the South China market.

2, soy sauce category breakdown. From the category point of view, the overall decline in soy sauce, soy sauce, soy sauce flavor growth.

3, a new flavor of soy sauce category. Flavor of soy sauce is the amino acid nitrogen content of 1.2 or more soy sauce, from the 2012 market sales point of view, can be identified already has become a new category, previously, this category has been mixed in the color characteristics of soy sauce or soy sauce called inside. Now, this category has become a continuing soy sauce, soy sauce, the third largest after the subclass of soy sauce. Many companies benefited from the growth of the category, such as the taste of things, Tunku, kitchen state, and Yan.

Category vinegar, chicken category, oyster sauce category.

Pieces Class highlights

Comedy category are not suddenly rise from the past noted. Sauce, seasoning powder, easy soup, are making use of seasonings for cooking a particular function, or a specific dishes. These past few comedy class sales, has gradually become a huge market, which is due to:

First, the rapid growth of the restaurant industry boost demand.

Second, manufacturers focus on brand image, to seize the lead in the category brand Heights, overcome fragmentation problem.

By fresh category win. Such as soy sauce flavor, super fresh MSG. Category bean curd, pickles category, seasoning sauce category, category Pickle, cooking wine category, seasoning oil class.

Trend four, the price level of polarization

The same product category, will be the high price and low price in two directions, mid-range prices become harder to sell.

1, what causes the price to high-end development?

A, grade household consumer demand increase

B, and enhance brand manufacturers need to ease the cost pressures

C, there is room to rise sauce overall pricing.

2. What causes prices to low-end development?

A, mass catering the need for cost reduction

B, the leading brand in the need to increase market share

Trend five channels of great change dramatically

1, market channels upgrading. Super channels to enhance the importance of the development and changes of the past three years show that the large circulation in the past, fast incremental pattern of food sources, there are now some new breakthroughs.

2, shorten sales channels. The importance of the wholesale channel in the second installment of weakening, the channel will be the focus of the super channels, the county is the key distribution channels. Urbanization in China has entered the market-oriented market.

3, the channel launched its own brand. To improve product margins and improve the control of channels, distributors, large retailers, catering companies have introduced their own brand.

Trend six dealers rapid transformation

1, competing vendors: distributors and manufacturers compete for market control. In the core of dealers condiment sales channels, and the relationship between manufacturers becomes subtle. Manufacturers and distributors to compete for market competition and cooperation; fight for control of the market; in-depth cooperation; the result of increased competition in the market.

2, the polarization: the number of dealers area tends to concentrate. Condiment dealers nationwide in the next 3--5 years drastically reshuffle occurred on the whole will be further concentrated. Dealer polarization, performance is growing big and small getting smaller and smaller. Strong getting stronger, weaker regional market exit. Example: large distributors in Beijing a year can do more than 4 billion, while the vast majority of condiment dealers can do about 10 million.