Steady and far-reaching, and then prosperous—the condiment industry in the new era

After entering 2020, I suddenly felt that our era is changing and the world is also changing dramatically
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Just as an article ends a chapter and opens a new chapter, we need to re-understand the world, think about ourselves and adapt to the environment
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This change is not only a gradual evolution, but also an urgent one, so that many people find it difficult to adapt and cope with it, and get lost in the torrent of the times
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However, there are also many people who are beginning to discover opportunities and achieve reversals
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　　In the context of the epidemic, global economic growth has slowed down, the process of globalization has been blocked, and the global economic landscape has also undergone tremendous changes
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The supply chain system, factor flow, industrial chain cooperation and trade system among countries have all been severely affected, and the international multi-level pattern has become more obvious
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The domestic economy rebounded in the recovery, and then fell back in a steady state.
The future economic development is facing severe challenges
.
People’s life>condiment industry we are engaged in
.

 

　　After decades of rapid development, the condiment industry in China has grown from weak to strong, from small to large, and gradually moved from behind the scenes to the front, and the industry image and brand penetration have gradually increased
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The innovative development of compound instant dish seasonings and even pre-prepared dishes has made condiments shift from indirect consumption to direct consumption to a certain extent, and the consumption distance with consumers is getting closer.
It has also become one of the carriers of consumer life>
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Coupled with the rigid demand attributes of condiment products, the condiment industry has become one of the sectors with the most steady growth in my country's fast-moving products field, and presents the following distinctive features:

 

　　First, there are many entrants in the condiment industry, including existing competitors, transfers between upstream and downstream, industrial mergers and acquisitions, capital investment, and international cooperation.
The competition is fierce and the competitive strength and capabilities are good or not.
The second is consumer groups.
Changes and multiple levels make product functions, positioning and brand building need to be adapted and adjusted accordingly; the third is the diversified and three-dimensional sales channel system, which has impacted the simple mode of traditional sales and brought huge changes to the channel of condiment companies.
The fourth is self-media, decentralized information dissemination methods and new ways of brand crossover and joint names, etc.
, which put forward new issues for the brand communication and content marketing of condiment companies; fifth, the industry’s production capacity is relatively saturated and competitive It is mainly reflected in the increase in concentration and differentiated operations; six is ​​the characteristics of the dual economic structure, which determines the market for condiment products and the multi-level nature of the corresponding product varieties and grades; seventh, the trend of industrial upgrading is obvious, and large enterprises lead , The industry’s entry barriers, technological content, and intellectual manufacturing levels are improving; eight is the fierce market competition, there is certain involute behavior, and competition in individual fields is disorderly and inefficient; nine is the rise in production costs and operating costs, squeezing the company’s Profit margins force the transformation of the way companies grow
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Improving efficiency and product added value, strengthening innovation and development, seeking differentiation, capital cooperation and industrial chain coordination have become the main ways and means for companies to cope with rising costs; ten is the intricate internal and external environment, which brings about the operation and management of enterprises New problems and challenges
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　　The soy sauce and seasoning sauce industry accounts for a relatively large proportion of China's condiment industry, and both the output and sales income have a certain scale and volume
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At the same time, as a traditional brewed product, it has a long history and profound heritage in China, with a large number of traditional time-honored brands and intangible cultural heritage
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With the establishment of cultural self-confidence of new consumer groups and the rise of new national culture, the brand renewal and upgrade of the two traditional industries of soy sauce and seasoning has become a trend, ushering in new development opportunities and beginning to rise again
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In the past two years, large companies and related products companies have increased their layout in the soy sauce and seasoning sauce industry, releasing large-scale production capacity and gradually increasing industrial concentration, which has promoted the two major industries from the incremental development stage to the stock development stage.
Transition
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Some soy sauce and seasoning sauce companies with relatively weak brand and channel capabilities have begun to transform from brand owners into raw material suppliers for other compound seasoning companies, exerting their professional production advantages and realizing specialized division of labor with brand companies
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The application of salt reduction technology in the soy sauce and seasoning sauce industry is becoming more and more extensive.
This is not only the new consumer demand for healthy drinking, but also conforms to the guidelines of the Healthy China Action Plan
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　　In addition to salt, sugar and monosodium glutamate, the soy sauce industry is the largest sub-industry in China's condiment industry.
The concentration of the industry has increased year by year and will continue to continue, with fierce competition
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Without certain resources and strength, it is difficult to enter this field again
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But the seasoning sauce industry is different.
In addition to a single sauce product, there are also a rich variety of various compound seasoning sauce products
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The trend of product integration and convenience is obvious, and product iteration and innovation are high.
It has become the main entry point for the main segmented industries, cutting-edge brands and online brands that benefit from the e-commerce platform, and the main categories of catering customized condiments
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Because of its characteristics and advantages that are easy to differentiate operations, the seasoning sauce industry will become the main field of incubation of hidden champions in the tail section of China's seasoning industry and the birth of specialized and special new enterprises, and it will also be more favored by capital
.
Chinese->
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In addition to cooking sauces and accompaniment sauces, the demand for Chinese noodles and bakery sauces has also increased
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　　In the face of a brand new era, there are many topics that require us to study and think, and there are also many difficulties that have emerged, which require us to pay attention to and solve them
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Here, only two considerations are proposed for discussion: 1.
The catering industry is the main channel of condiment sales, accounting for about 50%
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Therefore, condiment companies are very concerned about the construction of catering channels and customer retention
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The concept that condiment companies are positioned as catering supply chain companies has been mentioned more and more
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Although this concept strengthens the synergistic and symbiotic relationship between condiments and the catering industry, it also has certain limitations and is not conducive to the independent development, brand building and value manifestation of the condiment industry
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Condiment companies still have to reduce path dependence to a certain extent, and seek the best balance between industrial independence and channel symbiosis; Second, the fierce competition will inevitably lead to the diversity of corporate competition methods and means, how to achieve a homogenous Red Sea In the competition, find a breakthrough? How to make one's own brand better occupy the minds of consumers, be different from others, or be the first? Two questions that must be answered by condiment companies to improve their core competitiveness
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However, the competition in terms of the general ownership or attributes of the product is not far away, and the focus should be on the improvement of individualized competitiveness such as product functions, scene positioning, technology research and development, taste characteristics, and channel control
.

 

　　It is not easy for my country's condiment industry to develop healthily to its current scale and strength.
It is a result of the efforts and perseverance of all employees.
It is also the result of all industries and enterprises that are able to take into account the overall interests and good image of the industry while doing their own development.
, It is worth cherishing more!

 

　　In the future condiment industry, competition will become more intense, and restructuring and adjustment will become a trend
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Challenges and opportunities coexist, scale development and specialization and new development go hand in hand
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No matter what kind of strategy and path it chooses, companies that are down-to-earth, intensively cultivated, and adhere to the period doctrine and value mission can avoid the trap of short-term utilitarian behavior, travel through the cycle, and obtain far-reaching development
.

 

　　In the new era, some need to adjust and adapt, and some need to continue to stick to and carry forward
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Floating life is like tea, broken persistence is like lotus.
Only by quitting haste and forbearing can you move forward steadily and achieve success!

 

　　Bai Yan, Executive Vice President and Secretary-General of China Seasoning Association

 

　　2021 China Soy Sauce and Seasoning Sauce Industry Innovation and Development Summit Forum

 

　　September 29, 2021