For Xu Fuji, this consumption trend constitutes a huge impact. According to public data, the sales in 20 13 exceeded 6 billion, and the revenue in 20 19 has shrunk to about 5 billion yuan.
In the face of this dilemma, Xu Fuji did not fail to try. For example, he changed the spokesperson from Zhao, who has more traffic. He also tried to launch chocolate products, trying to share a piece of the high-end consumer market in which Mars and Ferrero, two leading foreign-funded enterprises, control more than 50% of the market, and also transformed into nuts to "grab food" with three squirrels, Cha Cha and Bai Cao Wei.
Regrettably, these actions only stirred up some "small splashes" and did not fundamentally change Xu Fuji.
Su Qiang, former CEO of Xu Fuji, admitted in an interview with the media that the company is currently facing three major pressures: First, the choice of diversified categories; Second, the breakthrough of brand rejuvenation; The third is the demand for health products.
Before the Spring Festival in the Year of the Tiger, to be exact, in 202 1,110, Hsu Fu-kee first changed the spokesperson to Simon, and then changed the CEO to Liu Xinggang, the former vice president of sales of Taitai Le (it was thought that Taitai Le was wholly owned by Nestle at that time).
Can these two "fires" make the former "candy king" Xu Fuji look brand-new and even return to the peak? Even the parent company Nestle can't give an optimistic and affirmative answer!