Development trend of condiments

Kikkoman, the largest soy sauce producer in Japan, accounts for 1/4 of Japan's total domestic output, and the second to fifth enterprises account for 1/4, so the market concentration is extremely high. In contrast, in China, the soy sauce market is 5 million tons, and the largest soy sauce condiment producer only accounts for 4% of the national output. Another example is the "Four Famous Vinegars", which are mainly consumed in their respective base areas.

This is because, influenced by China's vast territory, high transportation cost, different regional consumption tastes and traditional business philosophy of enterprises, China's condiment industry is still dominated by local brands. With the deepening of reform and opening up and the development of market economy, although some enterprises have gradually developed into regional brands and their products have spread to the surrounding markets outside the province, there are not many national brands in the true sense.

What should I do if I go out and realize rapid market expansion? This is the market confusion faced by many condiment enterprises.

At present, the condiment industry is still in the era of extensive marketing. Low cost, low threshold, low added value and long consumption cycle are the remarkable characteristics of condiment industry, which makes it impossible for enterprises to invest a lot of advertising expenses in the growth period. The competition among condiment brands is still limited to a single marketing link such as price, category and channel, but from the development trend of market competition, integrated brand marketing is an inevitable stage of condiment competition.

Small condiment enterprises want to gain a foothold in the local regional market, medium condiment enterprises want to seek greater market coverage, and large condiment enterprises even have the ambition to be proud of the national market. What is the basis for achieving such business goals? Brand building is an inevitable trend, and integrating brand marketing is a problem that has to be considered. Distribution channels of condiments can be divided into two places: family consumption and catering consumption. Channels are roughly divided into the following categories:

1. Large retail terminal: the food sales area of KA hypermarkets and warehouse shopping centers.

2. Chain supermarkets: These supermarkets mainly focus on food and daily necessities, mainly B stores and C stores distributed in communities or business districts.

3. Fresh and dried seasoning shop: located in the farmer's market. They are important channels for selling condiments and have dual functions of wholesale and retail.

4. Community convenience stores: small grocery stores all over the family building or community. Some stores also provide home delivery service.

5. Restaurant: it is the direct consumption terminal of condiments and one of the most important consumption channels of condiments.

6, specialty stores: manufacturers directly purchase goods, directly facing consumers.

As can be seen from the above, condiments have the characteristics of wide sales channels, and there are huge differences in the operation of these channels. Each channel has different requirements for brand, variety, quality, distribution and service, and there are obvious differences in capital requirements and operating costs during the accounting period required to cover channels. Therefore, it has also created living space for condiment enterprises of all sizes. With the requirement of specialized management, condiment shops will also emerge rapidly. With the opening of a new round of internationalization and specialization, people in the industry generally believe that China's condiment industry has entered a period of great transformation, adjustment and differentiation. On the one hand, it is a professional merger and acquisition that is in line with international standards; On the other hand, traditional industries have exposed the confusion and disadvantages of international competition in the development process, and the promotion of condiment industry is not enough, which has reduced the obstacles on the road of great development.