Shanghai chocolate gift box

In terms of chocolate consumption, Shanghai is at the forefront of China: there are many brands here, and almost all excellent brands at home and abroad have staged Long Hudou here; The market is huge, and the chocolate market in Shanghai accounts for about 15% of the national market capacity. From a certain point of view, the chocolate market in Shanghai has become the representative of the market in the economically developed areas of China, and it is also of great guiding significance to the national market.

brand

Domestic brands are not uncommon in Shanghai market. However, the quality of domestic chocolate is not satisfactory, and only 5% people think that domestic chocolate is delicious. Even though the price of domestic chocolate is much lower than that of foreign brands, it is still pushed to the lower level of the market. Among the domestic chocolates, only Shenfeng and Liangfeng from Shanghai Real Estate performed better, but only 7% and 1% respectively thought they were the best brands.

The quality of the joint venture brand is better than that of domestic brands, and the price is lower than that of imported chocolate. For these two reasons, these joint venture products currently lead the Shanghai chocolate market, accounting for about 60% of the market share, of which Dove accounts for 20% and Cadbury accounts for about 10%.

Imported chocolate brands also occupy an important position in the Shanghai market. The main imported products are Ferriero of Italy, Hershers of the United States, Lindt of Switzerland and Ritters of Germany. Imported chocolate is usually regarded as a high-grade food, so the price is relatively expensive. Hershey chocolate is one of the most popular and well-known brands in Shanghai market because of its continuous efforts in circulation channels and advertising.

consumer

In Shanghai, chocolate consumers mainly have the following characteristics: mainly unmarried young people aged 19 to 30; Among them, 46% are white-collar workers and 26% are students; Most of them come from a family of three; Family background mostly belongs to the upper middle class.

propensity to consume

We can buy almost all kinds of chocolates in Shanghai, and chocolate consumers in Shanghai can clearly distinguish different flavors of chocolates (dark chocolate, milk chocolate, white chocolate, nut chocolate, etc.) offered in the market. In the survey of Mai Jia company, we can find that the most favorite and familiar chocolate types of consumers are milk chocolate and dark chocolate.

Most Shanghai chocolate consumers regard chocolate as a snack. When they buy chocolate, the most important thing is the taste. Most people's favorite chocolates are of medium strength and are considered more delicious than sweet and bitter. In packaging, they prefer 100g granular chocolate and 50g chocolate bars or gift boxes. In terms of price, except the gift box, 100g price 10 yuan is more reasonable. 46% of the respondents spend 165438+ RMB every week to buy chocolate from 0 yuan to 30 yuan. 96% of the respondents bought chocolate in the supermarket. Their three favorite brands are Dove, Hershey and Cadbury. One reason is that these three brands can be easily bought in most supermarkets.