From lipstick effect to candy effect

The bitterness of the financial crisis makes people prefer sweet food more According to Ma Enduo, chairman of Shenzhen Ames candy company, candy is very popular in European and American markets this year, up 30% over last year This is the reflection of lipstick effect in candy market "Lipstick effect" comes from overseas description of a consumption phenomenon When the economy is depressed, people's consumption will turn to buying cheap goods Lipstick, though not a necessity, has the function of cheapness and whitewashing, which can bring psychological comfort to consumers In Europe and the United States, suffering from the financial crisis, in addition to lipstick, we also eat candy to reduce stress The domestic market is no exception Candy companies should take advantage of the opportunity to enlarge the "lipstick effect", because sweet candy is the "lipstick" of tongue and taste buds How can Chinese candy enterprises attract more attention and win more favor in this special period? Functionalization: at present, the market share of functional candy in China is gradually approaching the market share of traditional candy, which will exceed the market share of traditional candy in the next five years At present, the main brands are Yake V9, nianci'an, he's, rabbit Shiquan thatched cottage, guoweikang, green arrow gum, etc Development direction: sugar free, adding vitamin minerals, tea polyphenol extract, promoting gastrointestinal tract, protecting vision (lutein, anthocyanin, carotenoid, etc.) In order to match the product function, yako sponsored the Chinese men's basketball team, launched Speedex sports sugar free gum, added VC, VB, minerals, calcium and other elements, making the product and communication more integrated Spain launched a new type of weight-loss chocolate, adding rich nutritional supplements extracted from seaweed, rich in amino acids, but also to promote the human body to produce a special hormone, can suppress appetite, and bring a sense of fullness A box of five packs costs up to £ 5 (57 yuan), which can be used for reference by domestic enterprises Health: sugar free sugar is a worldwide trend, leading the trend of the first to promote Yida herbal essence xylitol Yida is the first sugar free gum launched by Wrigley brand in the United States in 1984 It has become the first brand of sugar free gum in the world in five years In 1996, he entered Guangdong, China In 2009, "Yida supreme" Grapefruit flavor rich in VC and VE was launched, bringing a new experience of "excellent + nourishing" Domestic brands like to launch flavor candy series: ginger brown sugar (cold and warm stomach), nine kinds of tangerine peel (stomach and wind), hawthorn sugar (appetizer and spleen), fat sea throat candy (throat and throat clearing) Rungu, the invisible champion of cartoon candy, launched a rungu fruit milk candy, juice and milk, and put forward the concept of "nutrition dual power", striving to create a nutrition fast line in candy This kind of effective hybrid in marketing methods and category innovation does not need to cultivate a new market, but only needs to divide and disintegrate the existing market, and the consumers will be transferred and gradually increase Hybridization: it's not enough for farmers' orchard to mix fruit leaves and vegetable juice to create new categories Before drinking, they let you "shake" and integrate entertainment and experience into marketing The cakes, snacks and sweets in the food have been mixed and integrated with each other Snacks are taken as meals and cakes are taken as sweets There is no boundary You can eat as you like Keen enterprises have found out this They cross-border and learn from each other, and have derived many innovative categories, such as Xu Fuji's miniaturized single packaging of pastries, Beijing time honored imperial food garden's miniaturized packaging of Beijing snacks such as candied haws and donkey rolls into sugar paper, as well as fancy jujube slices, golden monkey space chocolate, golden monkey's "greedy monkey dried bean", crayon's small new "dark foam" milk tea Candy, pastry and snacks are equal to each other Fashion interest: sugar is delicious and cheap, so it can pursue any fashion and interest, such as all kinds of toy sugar, all kinds of sugar called fashion Name: Wangzai QQ sugar, Xizhilang, crayon Xiaoxin, elder sister Ma, etc After years of "caring for your teeth and caring for you" penetration, Yida's new advertisement spreads "take it with you, share it with you" in a young and fashionable way The advertisement is fashionable, the product is more "convenient" and "fashionable", and tells everyone to "know how to share" Networking: in the near future, Xitang can't go to the supermarket to buy, click a few mouse, Xitang will be sent home In this regard, the drinks have come to the front of candy Someone will steal some fruits from someone else's "vegetable garden" and squeeze them into fresh juice for your friends There may be some juice in your warehouse that can't be sold If you play happy net, you must know the brand "Yuehuo" In the Internet age, consumers have the right to speak on the Internet The Internet has become the most important life form of consumers in the society, who can find an effective way of communication with them in the Internet life form, who can find a shortcut to spread and sell goods in the new era, just like COFCO Yuehuo Culturalization: at the end of November 2009, the 4th China Beijing International Cultural and Creative Industry Expo exhibited chocolate terracotta warriors, chocolate high heels, chocolate Qingming River map, etc On January 29, 2010, the World Chocolate Dream Park, China's first chocolate themed Dream Theme Park, will be located in the north square of bird's nest At that time, the world's largest chocolate sculpture group - Chocolate Great Wall, terra cotta warriors, Dunhuang Grottoes and other art works will appear In addition, in November 2009, a mini "Chocolate Museum" appeared in the C92 creative gathering area of Nankai District, Tianjin Cultural platform, candy opera, candy business marketing began to surpass the sugar on the sugar, to sell sugar sweet stage Guanshengyuan has become the exclusive sponsor of the candy industry project of 2010 Shanghai World Expo, taking this opportunity to upgrade all the packaging of white rabbit and make the products more fashionable and bright A foreign chocolate brand introduced "Twilight city new moon chocolate" with the successful release of the first film "Twilight city" and the second film "new moon" under production Take the three main characters of the film as the cover characters The black package and the portrait of the main characters are in line with the positioning of the film and the fashion sense In addition to chocolate, the business also launched the "Twilight city" sweet candy box, and very attentively for the taste of fruit candy from the seductive name, and also carved a variety of seductive words related to the movie plot on the candy It can be said that the way of building the trestle is to build the trestle in the dark, completely implant it and integrate it Nationalization: some regional brands have accumulated enough strength and started to move from local to national Chunguang coconut sugar is the first to march into China in Shanghai, and it is rushing to the second checkpoint with sales of 800-1 billion yuan Hunan Sino Italian food group creates "the capital of pulp and jelly in China" Hunan's largest pulp and jelly base with an investment of 100 million yuan, an area of 200 mu and an annual output value of 1 billion yuan has been put into production in changdejin city Where there are human beings, there will be sweet sugar, no matter in crisis or prosperity, no matter in happiness or bitterness