Overview of condiment status caused by raw materials

In the second quarter of this year, soybean, packaging materials, and freight prices have risen, resulting in poor performance in the condiment industry listed company, and the collective decline is more than 50%. However, the decline in the net profit and hair profits of the old style condiments did not stop the enthusiasm of new entrances.

There is data show that from January to September this year, 15 financing incidents occurred in the entire condiment market. In addition, in August, the three squirrels launched the children's soy sauce; Shuanghui and Dragon Barbew Two big meat products giants announced into the condiment market. Does the new bureau really have the opportunity to break? Is the composite condiments a new opportunity for a seasoning market?

How do new brands at "risk"?

Although the seasoning industry has declined, it still does not stop the ambition of the new bureau. From January to September this year, 15 financing incidents occurred in China's condiment market, several capital entry, cross-border giants, and whole condiments track or will be re-done.

However, the contestant giants must face the fate of the price increase. In the giant, the competitors have many condiments, the new brand wants to run, not an easy task. To this end, in the internal volume, the new brand began to find the road of breakout.

New brands who capture the young people table seasoning industry have aimed at young people's table. Because the table features of the current young people have been largely different from the past, composite condiments becomes new choices for young people.

The new brand of condiments "Add some taste" to see this feature of young people. From the beginning of the establishment, I will take my eyes to the young people, open up 3 product lines, and the table scenes and kitchen scenes, including Suga sauce "per sauce" and Japanese mixed meals "rice and fragrant", etc., channels also have chosen online mainstream e-commerce, closer to young people's consumption habits.

If the meaningful product innovation and differentiation If "positioning" is to make the brand in the heart of the potential customer, it is the basic way of grasping the customer, then the product is to improve the re-purchase rate and remaining. The essential.

The seasoning brand taste is positioned in nutritional seasoning, and the healthy upgrade of Chinese condiments is made. The brand adds a series of popular nutrients such as enzymes, dietary fibers. Industry insiders said that the most important way to break through the new brand of condiments is the meaningful innovation and differentiation of the product. The development of the seasoning industry has experienced three times, from 1.0 era to 3.0 era, the development of seasoning products is the combination of subtraction and addition - minus unhealthy ingredients, add more nutrients.

Packaging, interesting and good-looking compatible, vast majority of new brands packaging, you are inseparable from interesting and good looking.

Sichuan rice sweeping applies anime form in the packaging of most brands, the overall design is biased towards easy and bright, using packaging to win young people. The packaging style of Himbao is adopted "EDU + Monte" wind, more combined with the concept of blind box economy in packaging, and adds children's interest, so that consumers can experience Tong Zhen when they taste sauces.

Focus on marketing, creating brand memory points is limited to the establishment time, the visibility of seasonings, consumer identity and product category are not mature brands, even if they do brand positioning and product innovation, consumers don't know the existence of the brand. Brands are still unable to achieve growth. Therefore, for new brands, brand marketing is more important.

Like traditional consumption brands, the pot is also passionate about the episode, exposing its own brands through the title of the title, deepening the impression of consumers, and opening up the market. In June of this year, the saucerand "Little Seven Kitchen" is launched since the pot, and the main consumer group is positioned in the young people who don't cook. In the future, Xiaoqi kitchen is likely to be like a pot with a pot, through marketing approach consumers. 

For new bureaus in the condiment industry, new brands with a certain universal, taste, Hualing research, etc. in the marketing method are mainly concentrated in social platforms such as Xiaohong Books, shake, etc., these social intersections. Platform common feature is catering to young people. In the future, the seasoning brand wants to go on the marketing, and the social position is still heavy.

The same increase in composite condiments?

Furos Tsisan data shows that in 2020, China's composite condiment market is approximately 150 billion yuan, accounting for 22.1% of China's total market size. In 2015-2020, the growth rate of composite seasonings was about 14.7%.

According to the Chinese Business Research Institute forecast, 2021-2025, China's composite seasoning market will continue to grow, and in 2025, China's composite seasoning market will reach 218.3 billion yuan, and the growth rate is extremely fast. Therefore, composite condiments have also become a new direction of the cultivation industry in the industry.

Industry insiders said that single seasonings are more significant for Chinese consumers. Although composite seasoning is mainly consumer, consumers' convenience, matching consumers, consumer thinking and consumption, and more functional.

However, single seasoning is the seven things of the Chinese open seven things (Chai Mi oil salt sauce vinegar tea), but also to meet the needs of consumers for tastes. At the same time, the user's portrait of a single tuning product is broader than the population of composite condiments.

Where is the growth opportunity? Studies have shown that the investment value of a food beverage company depends on the product strength, branding power and channel power. In the case of the current consumption habits, the young people prefer high-end products compared to public products, it is not only the rules of economical economics in the inflation, but also the psychological law of young people to distinguish from others.

For young people, high-end products are social currencies. Compared with items that have achieved grades by low cost strategies, the use of differential meetings have a stronger irreplaceability. Therefore, it is possible to start high-end, or start from health, may stimulate a new wave of consumer demand conversion.

Industry believes that, at present, consumers' additional attribute requirements for products are increasing, under consumption upgrade trends, nutrition and health will become an important factor in considering consumers to choose seasonings.

Branding is completely starting from consumer psychology, divided into required necessities, addict, social and believers. How to make consumers surpass the industry itself, is an important indicator for measuring the development phase of the brand.

Branding power is preferred for product power and channel, and the key to branding is to use product expression. Taking the taste is complete, the purpose of its first product enzyme active sauce is to fully express the brand positioning - nutritional seasonings, followed by entering the right channel to be selected by consumers.

Today, the number of product categories is growing, the product can be alternatively replaced by consumer, even if the brand is well known by consumers, may be abandoned on the shelf in the supermarket. Therefore, it is also important to improve the added value of the brand and the product research and development.

This is also the most important point of view of "positioning" theory - positioning the product in the minds of potential customers, if you start from this point, new brands are not replacing old brands.

Channel power and the above-in-one depth, brand image and product audience determine what kind of channels should be adopted, just like a tea will sell, Qingdao's ice bag beer will not enter the self-built shop on the roadside.

The industry believes that in the next few years, new and old competition in the condiment industry may be more intense, but after fierce competition, or will usher in the continuous upgrade and remodeling of the entire industry.