Author: Zhu China's candy market status, development trends and strategies
Present situation of candy market in China;
1 industry status:
A In 2004, the overall profit of the candy industry decreased 10.64%.
B In the increasingly fierce market competition, the marketing cost of most domestic candy enterprises has risen sharply, and the profitability of enterprises has generally declined.
C in 2004, the growth rate of candy industry was 10.25%, which was 5.35 percentage points lower than that in 2003.
The market share of D functional candy is quite close to that of traditional candy, and the market share of chewing gum is rising steadily.
The influence of brand power of e candy enterprises on sales volume is more and more obvious, and it is a foregone conclusion that brands are highly concentrated in the high-end candy market.
F The top ten confectionery enterprises in China account for 48% of the national market share. Most small and medium-sized candy enterprises are facing extinction.
G Some discerning candy enterprises began to change from price marketing to brand marketing.
H In the global candy industry, most candy enterprises in China do not have their own product R&D and patented production technology, their own core production technology and formula, and most of them rely on the technical support of imported foreign enterprises or foreign R&D centers, thus failing to form their own unique core competitiveness of enterprise products.
2. The proportion of sales in each sales channel in the candy industry:
A traditional wholesale market: with the improvement of consumers' living standards and brand awareness, the awareness of self-protection is further strengthened. The low price of the traditional wholesale market has lost its appeal to middle and high-end consumers, and most of the sales focus has shifted to the third-and fourth-tier markets. The proportion of its sales in the sales channels of many well-known enterprises is declining. It is estimated that the national average accounts for 30%.
B modern terminal channels: the proportion of modern terminal channels in the whole consumer goods market is increasing day by day. The reasons are as follows: (1) the change of consumers' views on consumption places; (2) the need for convenient shopping; (3) the guarantee mechanism of product quality; (4) Modern docks can provide one-stop services; (5) The purpose of shopping has changed from necessities to leisure goods; (6) Retail formats and various manufacturers lead to "price butchers" shopping in terminal stores with higher and higher cost performance; (7) It is transnational. A's national layout has sunk from key provincial capital cities to secondary provincial capital cities and prefecture-level cities with better economic development, domestic K/A has been forced to sink from provincial capital cities to secondary and tertiary cities, and regional K/A has been forced to shift to township markets or 24-hour convenience stores. The new round of "shuffling" caused by this has intensified consumers' enthusiasm and dependence on modern terminals, and further increased the sales proportion of modern terminals in the whole format. It is estimated that the national average accounts for 42%.
C candy store: With the gradual improvement of people's living standards, people pay more and more attention to marriage, so they pay more and more attention to wedding candy, and the candy industry is growing, so candy stores came into being. According to incomplete statistics, 20 million couples get married every year in China, and the annual market capacity of the candy market is 654.38+000 billion, which has become another new sales channel in the candy industry. Estimate the whole country.
D special canal and group buying channels: the increasingly fierce competition in the mass candy market and the rising marketing costs have led to a sharp decline in corporate profits, forcing many candy companies to speed up, increase the operation speed and investment of products in the special canal and group buying channels, and strive to operate the market in multiple categories and all channels to improve their competitive advantage in the industry. The current sales ratio is estimated to be 65,438+00%.
3. The sales proportion of each product category of candy enterprises in the market.
A traditional candy: The candy industry is the most traditional industry in China. Ordinary candy has always been the sales protagonist in the candy industry until 200 1. The manufacturing technology of ordinary candy is backward, the product technology content is extremely low, the product quality is not high, and the single package price and added value are extremely low. The main products are fruit hard candy, beef candy, low-end milk candy and crisp candy. Twist packaging is still the main packaging. Pillow packaging products are rare. With the substantial improvement of consumers' living standards, multinational candy companies have further penetrated and guided the high-end candy market in China market. In view of the development trend of the candy market to the high-end market, emerging domestic candy companies represented by Yake have successfully launched high-tech candy products such as 120G thick sandwich, fruit toffee and 8.8 active milk drip toffee.
It seems that the market share of traditional candy will gradually shrink in the future, and the current sales ratio is estimated at 45%
Attachment: Market share of each candy brand: (Alpine/KOOC-0/5% Yake/KOOC-0/3% White Rabbit/KOOC-0/2.5% Golden Monkey/KOOC-0/%Hsu Fu Kee/KOOC-0/0.5% Taiwan Province is still 9% superior.
B. Functional candy: The appearance of functional candy is the extension of traditional candy brands to high-end products, the high-level and multi-level demand of consumers for candy products, the product strategy of multinational candy companies to enter the candy market in China, and the product of differentiated management of various candy brands. With the further maturity of the functional product market, the market competition is further intensified. The differentiated management of candy brands will be strengthened. The competition in the functional candy market will become more and more fierce. According to the data analysis of the candy market by the National Bureau of Statistics in 2003, the market share of functional candy has gradually approached that of traditional candy. It will surpass the market share of traditional candy in the next five years. The current sales share is estimated at 35%.
Attachment: Market share of each candy brand (Yake 22.5% Hershey 18.3% Golden Voice1.2% Haolian 8.7% Qingkou 8. 1% Datang 6% Zhenzhu 4.8% Wow 3.6% Yiliangyan/KLOC)
C gummy candy: The market of gummy candy has the following characteristics (1). The market growth rate is stable and rising. (2) The brands are mainly foreign-funded enterprises. (3) The main selling point of the product is the concept of health, convenience and fashion. (4) The technological content of soft candy products is the highest among candy products. (5) The added value of products is very high, and the profits of manufacturers are extremely considerable.
Attachment: Market share of each brand: (Green Arrow 49.9% Yida 22.6% Lotte 9.7% Beijie 3.4% Jialuxian 2.9% Fei Da Base 2.6% Boer 2.3% Bibabu 2. 1% Other 1.7%.
4 candy market segmentation:
A milk candy market: the characteristics of milk candy market are as follows: (1) is the largest candy product in the candy market; (2) It is the favorite candy product of China consumers; (3) It is a must-do item for all candy enterprises; (4) White rabbit is the sales champion, and the competition for the second brand of toffee is extremely fierce. The main competitive brands are Yake, Alpine, Youha and Golden Monkey.
B Hard candy market: The characteristics of hard candy market are as follows: (1) is the oldest product in China candy industry; (2) Among them, fruit hard candy is deeply loved by consumers, especially in rural markets and remote areas; (3) The technical content is not high, there are many manufacturers, and the quality is uneven, mainly regional brands; (4) Low product positioning and low added value. The profit of manufacturers is not ideal, mainly because they win other products by quantity. (5) At present, the first brand in the hard candy market should be the best, followed by Yake's concentrated hard candy, golden monkey, golden crown and other brands. (6) The future development trend of hard candy market is to derive scientific and technological content and brand power on the basis of large-scale sales. In other words, whoever has more hard candy connotations and higher added value can guide and dominate the hard candy market.
C Soft candy market: The characteristics of soft candy market are as follows: (1) It is suitable for consumers of all ages, especially children, and has a huge market capacity. There is no leading brand in the market, and Want Want is better. Yake's delicious chewing is close behind, but many follow-up manufacturers mainly focus on children of 25G -30G g. (Jumping Dragon in Chengdu, Hijiro in Di Chin).
(2) The existing soft candy products have low technology content, many brands and fierce competition environment. (3) Because QQ candy has a small number of grams per package, its value is low. If large-scale production and sales are not formed, the profit of manufacturers is extremely low, and the enthusiasm of terminal sales is not high, which will lead to the sequelae of disproportionate input and output, affect the distribution rate and shelf rate of products, and form obstacles to the further promotion of brands. (4) The future development trend of the soft candy market is big brands. Small brands are dying out in difficulties. Powerful manufacturers will operate in a virtuous circle in which big brands generate large sales and large sales return to big brands. It is estimated to account for 10.5% of the candy market capacity.
D Chocolate market: The characteristics of chocolate market are as follows: 1 The industry is highly concentrated and the market is in an oligopoly state. According to the report of authoritative market research institutions, Dove, Cadbury, Hershey and Di Chin have occupied more than 70% of the chocolate market in China, and the market is in an oligopoly state. Competitive enterprises are divided into three camps: the first camp is foreign brands represented by Dove, Cadbury, Hershey and Ferrero, which occupy most of the high-end chocolate market; The second camp is a joint venture brand represented by Di Chin and Kaiser Vuitton, which dominates the mid-range chocolate market; The third camp is represented by local brands such as Kamikaze and Golden Monkey, occupying the main share of the low-grade chocolate market. 3. The sales momentum of imported and joint-venture brands is strong, but the performance of domestic brands is poor: whether it is high-altitude brand communication, advertising, low-end product marketing, market vividness and sales promotion, imported and joint-venture brands occupy a prominent position in market share and product popularity. Except for "Di Chin" chocolate, which ranks among the top three in the industry, other brands are not performing well. The development trend of chocolate market is a: the competition is becoming increasingly fierce; B: the brand is highly concentrated; C: Market share is gradually monopolizing D: After long-term market cultivation by multinational companies, the chocolate market in China has entered the market growth period from the market introduction period, and the market capacity is increasing day by day.
E Crispy Sugar Market: Crispy Sugar Market has the following characteristics: (1) Low entry threshold, low brand concentration and serious product homogeneity; (2) The pattern of crisp candy with Xu Fuji in the south and Sister Ma in the north has taken shape; (3) Crispy sugar products are extremely profitable, and the annual sales season is very long. All regional brands and small manufacturers are interested in this fast fat meat. Seize the packaging area and sugar loosening area of various terminals by various means. The development trend of crisp candy market is that big brands occupy big terminals and small brands occupy small terminals. However, with the gradual improvement of the layout of large terminals, small terminals will gradually disappear and small brands will naturally disappear. Big brands will also achieve differentiation by improving quality and formula through technological advantages, thus accelerating the death of small brands.
5 development trend and strategy of candy industry:
Macro:
A wolf is coming: foreign candy enterprises will accelerate their entry into the China market (Johnson & Johnson, Belgian Gillian, German Ritter, French Swarovski, Oran), which puts higher demands on the comprehensive operation ability of domestic candy brands.
B Resource integration, inter-industry capital operation: 1) Inter-industry mergers and acquisitions will become more and more frequent, 2) Foreign companies that have not entered the China market will accelerate their entry into the China market through mergers and acquisitions of local enterprises, 3) Foreign companies that have entered the China market will also complete their strategic layout through mergers and acquisitions of local enterprises, and 4) M&A activities among local candy enterprises will become more and more frequent, so as to rationally integrate industry resources, optimize product lines and reduce marketing costs.
C foreign investors are involved in the candy industry: for example, Singapore Li Jialong Real Estate Company registered Chengdu Tiaotiaolong Candy, and Guangdong Xizhilang OEM QQ Candy.
Microscopic:
A. In the future development, each candy enterprise will set foot in every candy product, operate all channels, and form diversified and large-scale operation.
B. The further development of leisure candy will make the candy industry in China undergo structural changes and endow candy with leisure, leisure, nutrition and health characteristics.
C: With the continuous growth of the candy industry, professional and independent candy brands will appear in the candy market.
D Because consumers have put forward leisure and convenience requirements for traditional large-package candy, the packaging specifications of candy will tend to the direction of small-package specifications.