Market access system will set off a round of reshuffle in the edible oil industry

Introduction: in today's brand marketing era, in today's brand marketing era, the brand has been integrated into the daily life of every ordinary people, from buying buildings and cars to wearing clothes and hats In the past two years, with the improvement of people's living standards, even the most common firewood, rice, oil and salt for people's living at home has entered the brand era In the supermarket, a variety of trademarks are pasted on the cooking oil cans and soy sauce bottles, which makes people a bit dazzled In fact, due to the low entry threshold of the industry, the "firewood, rice, oil and salt" industry, represented by edible oil and seasonings, has already launched a brand war in the past two years However, the market access system to be implemented on August 1 this year will set off a round of major reshuffle in the industry of firewood, rice, oil and salt From now on, in the countdown of more than one year, hundreds of small brands will face a life and death choice In the first half of last year, AQSIQ released the catalogue of the first batch of products subject to compulsory product certification, including 132 products According to the new regulations, on August 1 this year, the first batch of products to be included in the implementation of market access are: wheat, rice, edible vegetable oil, soy sauce and vinegar products That is to say, from this year on, the production enterprises of these products included in the scope can only obtain a three-year production license after they have passed the strict examination of multiple links in the whole process of product processing Since then, the "firewood, rice, oil and salt" industry has to implement the access system QAV this seemingly ordinary news, for hundreds of "firewood, rice, oil and salt" enterprises across the country, is undoubtedly a time bomb Because, this means that in less than a year from now, the workshop factories all over the country will be eliminated QAV in the past two years, with the improvement of people's living standards, firewood, rice, oil and salt, which people usually don't pay much attention to, have attracted the attention of many businesses Especially in the "oil and salt" industry represented by edible oil and soy sauce, the brand war and price war become more and more fierce Take the edible oil industry as an example According to incomplete statistics, there are more than 600 brands in China In addition, there are countless non brand workshops that produce bulk oil Due to the low threshold of investment in the industry, the product quality is very different, which is worrying In the past two years, there have been reports of "hogwash oil" and "inferior oil" harming people from time to time in the news media, which makes people a little "smell oil and change color" Because of this, the coming industry access system will put the edible oil industry on the right track QAV small packaging brand oil has become the mainstream of QAV Now, "carrying bottles to grain stores to get oil" still remains in the memory of many city people Since 1990, small package edible oil represented by golden dragon fish has entered thousands of households, which marks that the edible oil industry has officially entered the brand era However, after more than ten years of development, more than 85% of the national edible oil market is still bulk oil market, only 15% of the small packaging oil in the form of brand, and the consumption of high-grade edible oil has not formed a market The coming access system is obviously more favorable for the brand edible oil of small package The workshop type processing plant mainly produces bulk oil After the implementation of the access system, a large number of Shanzhai factories that do not meet the relevant technical standards may face the fate of closing down, and the market gap left will bring huge business opportunities to the brand edible oil of small packaging In fact, QAV, after identifying the huge market of small package edible oil, has recently increased the efforts of brand promotion and new product launch Nutrition and health became the focus of several brands of edible oil last year Jinlongyu announced that it has successfully produced the second generation of blending oil in China, taking the lead in becoming a new generation of oil in line with the proportion of fatty acids absorbed by human body in China, and Luhua has no time to launch the "upgraded version" of blending oil In the era of big brand monopoly, the implementation of QAV access system will also greatly accelerate the edible oil industry into the era of oligopoly In fact, although the market share of small package brand edible oil is still small, the market share of big brand is close to monopoly According to the statistical survey of 1148 retail stores in China conducted by relevant national departments, the top three brands with strong comprehensive competitiveness are Jinlongyu, Fulinmen and Luhua, which account for 42.20% of the total sales, while the remaining 57.8% of the market share is shared by more than 600 other brands Among these brands, the comprehensive market share of foreign brands is 47.3%, almost half of the whole edible oil market In particular, Jinlongyu, hujihua and Liyu are all the brands of Kerry grain and oil (China) Co., Ltd with a total market share of 33.3% If combined with the sales volume of other regional brands of the company, almost half of China's edible oil market is occupied Thus, most of the market share of edible oil in China has been occupied by foreign enterprises In the new round of market competition, how to seize the opportunity and catch up with domestic brands is worthy of attention QAv
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