Since the ancient people to eat for the day is not related to the times and social status quo of the only unchanged concept of life, people can not do without the cooking of cooking fumes, so also pay great attention to the daily price change of chai rice oil salt sauce vinegar tea.
The new era of consumption bursts out, while people continue to pursue light luxury quality, but also aware of the importance of "fireworks", busy life for stir-fry cooking demand for not less but increased, and the condiment market has also risen, of which the use of soy sauce is also growing.
According to Ai Media Network, the total output of soy sauce in the country in 2019 reached 10.119 million tons, and the soy sauce industry as a whole developed steadily, with a specific amount of about 60 billion yuan, and the future soy sauce market is also expected to break through the 100 billion mark. Among the types of soy sauce, we are most familiar with the four major brands such as Haitian, Jiajia, Kitchen Bang, and Qianhe, and some small and medium-sized soy sauce products also have certain market competitiveness, but the real market dominance is still the four major brands located in the giants.
<h1 class="pgc-h-arrow-right" data-track="4" > the time-honored Haitian king history, and the giants also emphasize marketing</h1>
Soy sauce has a long history of development, and "hitting a bottle of soy sauce" was also the most simple way for people to buy soy sauce in the early days. At present, the largest soy sauce manufacturer in China is Haitian soy sauce, and at the same time, Haitian soy sauce has a history of 300 years since the Qianlong period of the Qing Dynasty.
The long history not only gives Haitian a unique seasoning culture, but also makes the oldest "Haitian Sauce Garden" stand out from the 25 sauce gardens in 1955. The strong background and consumer demand make Haitian flavor continue to evolve, and in terms of scale and sales scenarios, it is also constantly extended to all directions at home and abroad, which is also an important premise for Haitian Flavor industry to rank first in China's condiment market.
The reason why Haitian soy sauce is famous throughout the country is not only its strong flavoring heritage, but more importantly, its higher and more mature technical ability in the production chain. The leading technology will go from the product to the market and occupy the market heights, which is also the basis for Haitian soy sauce to be popularized in China. Of course, the important premise is still the huge market brought about by the continuous increase in demand for products.
According to market research, the revenue of China's condiment and fermented products industry increased from 313.7 billion yuan to 378.4 billion yuan in 2017-2019, and it is predicted that this year (2021) will reach 398 billion yuan. The growing demand for condiments is an important change brought about by population growth, and it is also an important change in people's dietary needs, and the pursuit of full color and flavor is constantly improving.
People who can cook know that soy sauce is an indispensable accessory in home cooking, raw soy sauce flavor, old soy sauce color, all kinds of soy sauce show a slightly different effect, but the premise is also to make a meal present a full color and flavor effect, so many families are indispensable to soy sauce products.
Soy sauce is not only Haitian, most consumers will choose Haitian soy sauce for the reason is not only its strong historical heritage, but more importantly, Haitian's marketing has brought it a huge traffic base. In the early days, Haitian became the first condiment brand to appear on the CCTV advertising space, which also made more consumers remember, which is also an important reason why Haitian can continue to maintain the first condiment.
Marketing is one of the indispensable sales strategies of physical enterprises, after all, with the progress of the times, after consumers adapt to fast consumption, the concept of "wine is not afraid of deep alleys" is also dispensable, only consumers know enough, enough trust, enough to see the goods first to become a "good" product in the minds of consumers, so the marketing strategy is more and more important.
From the perspective of consumers, long age and strong strength are not the primary criteria for choosing products, accustomed to the concept of novelty, many excellent marketing products can attract consumers in the new era to stop, so when the consumption scene is more and more diversified, the marketing of goods will also be diversified.
<h1 class="pgc-h-arrow-right" data-track="13" > market diversification and consumption diversification, and "check for leaks and fill in the gaps" for commodities</h1>
From the beginning of the Internet to the present, people's consumption habits in the Internet era have long been greatly changed, and the concept of consumption is more avant-garde, and the acceptance of new things by consumers has been relatively improved to a new level. Changes in consumers have led to a more diversified market and more diversified consumption habits.
Take the current consumer demand for the body will act on the soy sauce, want to control the shape of the consumer, drink sugar-free, fat-free drinks, while the condiments also require sugar-free, fat-free, which is also one of the changes in consumer demand attached to soy sauce products, in addition, packaging, name can affect whether consumers buy.
In the study of consumer psychology, it is believed that the psychology of consumers will exist at the same time more than several kinds of psychology, some are brand-name psychology, beauty psychology, some are cheap psychology, special preference psychology, etc., so consumers will have great uncertainty when purchasing goods, and the manufacturer itself is to do a good job in market research, pay for consumer demand, and provide goods within demand. Of course, the goods are not produced at will, but this part of the demand can meet the business opportunities required by manufacturers, in order to recreate the "order" without affecting the overall revenue of the enterprise.
As a big soy sauce manufacturer, Haitian does not blindly sell soy sauce products, Haitian flavor industry also consumes oil, soybean sauce and so on. Among them, soybean sauce as a condiment, is highly competitive in the market, and at present, Qianhe Flavor Industry is also making efforts in the soybean sauce category, and wants to compete with Haitian. However, at present, in the market, the diversification of sauce products is not limited to a kind of sauce product such as soybean sauce, such as the main sauce of the old dry mother and the glittering Tiger Bang hot sauce in takeaway catering, etc., all of which have a certain competitiveness in the market.
For sauce products, lao gan ma is like Haitian soy sauce in the status of soy sauce products is similar, so many sauce products will inevitably be taken out and compared with lao gan mama , of course, Hubang hot sauce also has the same situation, but the sauce market is not single, all kinds of sauces prevail, but also let some small and medium-sized and new businesses have room for survival.
The reason why Hubang hot sauce breaks the circle is because the ecology of takeaway catering is more suitable for the form of small meal packages and small material bags, which is inconsistent with large bottles of goods such as Lao GanMa and Haitian Soybean Sauce, and another meal is delivered or the form of a package of hot sauce in the package also makes Hubang successful from 0 to small achievements. The emergence of Tiger Bang hot sauce actually gives many sauce manufacturers a good competitive direction, in the takeaway catering is still in a hot state, the form of small sauce buns can also quickly enhance the competitiveness of products.
For Haitian, the soy sauce market is close to solid, want to break through the development, choose to break the circle in sauce products is not a new method, and the small package market in addition to the leader such as Hubang, you can also have the giant of condiments to enter the market to stir up the storm, after all, the system is huge, the strength of Haitian, may be able to have more breakthroughs in the mentality of the product.
Of course, for the form of Tiger State can be said to be a reference, the form of sauce products in the market is very diverse, the use of the scene is almost all to meet the needs of the market, Haitian as a condiment giant, the market investigation is relatively more comprehensive, but the diversification of the market is not static, so in the process of changing consumption habits, there may be new directions that Haitian needs to continue to explore.
<h1 class="pgc-h-arrow-right" data-track="22" > opportunities for future change, hidden in consumption habits</h1>
In the new era of consumption, why do consumer habits receive more attention?
According to data disclosed by Nicolas Trentesaux from SIAL Global Summary, 78% of Chinese consumers have changed their eating habits in the past two years, and 81% of Chinese consumers have shifted to healthier eating habits. And the consumption habits tend to be healthy, then the products presented by the market must also be healthy to meet consumer demand.
The consumption upgrade caused by the change of consumption habits has made more goods tend to be of high quality, and Haitian Flavor Industry has also continued to exert efforts in the process of high quality. Consumers' demand for high quality is also healthier with consumption habits, so the requirements for soy sauce products will be higher. There are not a few problems in the early soy sauce, but with the continuous improvement of industrial manufacturing and management capabilities, the maladies in production have been gradually reduced, but it does not mean that the maladies have completely disappeared.
Consumption habits can greatly affect the development and change of the current situation of the industry, but at the same time, there are also various peers in the market that dominate the competitive market, so although Haitian has ranked first in the soy sauce market, it is still necessary to make a heavy layout of the market.
After Haitian Flavor Industry laid out various types of condiments, there was news in the market that Haitian had a market layout for hot pot base. At present, the hot pot market is getting stronger and stronger, more and more consumers like the taste of their own shabu hot pot, Haidilao, Banu and other hot pot chain stores are also becoming more and more popular, and the hot pot base also makes more consumers who like to make their own hot pot love.
Hot pot base is not all used to cook hot pot, in the market, some of the hot pot base made of catering has gradually formed a trend, such as hot pot chicken, hot pot fish, etc., and then some dishes in the production process will also add hot pot base to achieve the purpose of color and flavor, so the market for hot pot base is becoming more and more clear.
From soy sauce and other condiments to hot pot base, Haitian is still facing a huge challenge in the market. Not to mention some of the original hot pot base manufacturers in the market, as far as the current market is concerned, Haidilao's hot pot base currently has a certain influence in the market, and many consumers have a certain sense of identity with Haidilao's hot pot base, so Haitian wants to enter the hot pot base track in the form of new products, and may also face the process of continuous exploration.
In general, Haitian started with soy sauce, in the face of the tens of billions of soy sauce market, Haitian did not occupy all, and the competition in the market also made Haitian's industry more and more diversified, the competition of various condiments has become very boring, and the consumption changes caused by consumption habits have also made Haitian and other condiment industries more and more closely following consumer demand with the transformation. In the future, Haitian's new products will still face fierce competition in the market after they are finalized, and if they want to continue to stand out, Haitian has no reason to relax.