The chutney industry needs to take a good road of differentiation

In recent years, driven by the home economy, a bowl of chutney powder has been sought after online and offline
.

The industry has entered a period of rapid development

Henan Food Industry Association statistics show that more than 80% of the country's chutney powder is "made in Henan", at present there are more than 50 food enterprises in Henan dominated by sour chili powder, has formed a sweet potato planting, vermicelli processing, soup base material package, process equipment, packaging and sales of the whole industry development chain, constitute a ten-billion-level food industry, production enterprises in Jiaozuo, Xinxiang, Zhengzhou, Kaifeng, Shangqiu and other places are relatively concentrated
.

Henan's chutney powder is really hot in the past five or six years
.

Hi Eater, Eater is a local brand born in Henan, ranking the first echelon
of sales on e-commerce platforms such as Taobao, JD.

In the face of the hot sales of chutney powder, Chinese food industry analyst Zhu Danpeng said that in terms of diet, the consumption thinking and consumption behavior of China's new generation have undergone great changes, and have gradually evolved into "staple food leisure, leisure staple food", "sour chili powder, snail powder, Chongqing small noodles and other categories have replaced or "cannibalized" the development of
staple foods.

The advantages of raw materials and talents lay the foundation for industrial development

Henan instant noodle production has long ranked first in the country, with Zhengzhou as the center, from Luohe in the south to Xinxiang in the east, and many brands have production bases
in Henan.

As we all know, in addition to the advantages of Henan as a large grain province, the advantages of transportation location and raw material supply are also very obvious
.

According to the data of the Department of Agriculture and Rural Affairs of Henan Province, sweet potato is the fourth largest autumn grain crop in the planting area of Henan Province, sweet potato has high yield and stable yield, strong stress resistance, rich nutrition and health care function, and is an important raw material
for the processing of "starch, vermicelli and powder skin" in Henan Province.

In the view of Guo Xu, general manager of Henan Hi Eat Food Group, Henan Province has a radius of 1,000 kilometers, covering 20 provincial markets, with a perfect raw material supply chain, and many
suppliers of raw materials such as sweet potatoes, starch, vermicelli, spices, paper barrels, and cartons.

The growth of the chutney industry is inseparable from Henan's deep fertile soil
of food industry.

Healthier is the direction of product upgrading

Nowadays, the development of the chutney powder industry is in the outbreak period, in addition to the eye-catching results, the market has also ushered in some challenges, the industry is also facing many problems, compared with snail powder, chutney powder is still a relatively narrow track
.

Chen Zhenjie, executive vice president of the Henan Food Industry Association, believes that the homogenization of sour and chili powder on the market is more serious, and sour and chili powder enterprises should take the road of specialization and differentiation, and products need to be upgraded, for example, the use of richer materials, more balanced nutrition, and the development of the
direction of dinner.

Healthier is becoming the development trend of
the industry.

"At the node of innovation, upgrading and iteration on the industrial side of the consumer side, the overall development of chutney will be healthy, and we are very optimistic about the future development of the
entire industry.

Government and enterprise two-wheel drive to solve the problem

The brand development of chutney powder is also one of the focuses of
many industry insiders.

In the view of Hao Beihai, deputy head of the brand agriculture research group of Chinese Minmin University, China's chutney industry is currently facing two major challenges of "homogenization" and "low-end", and the core of solving the problem lies in the "two-wheel drive" of the government and enterprises, the government leading, the main business of enterprises, complementary advantages, and mutual cooperation
.

Experts suggest that the government should take the lead in creating a regional public brand
of tongxu chutney.
"Public brand building is not simply advertising and publicity, but the formulation of industry standards and the output
of value.
" Hao Beihai said that to solve the problem of low-end and homogenization of sour and chili powder, it is necessary to form industry norms and promote the healthy development of
the industry.

Based on the construction of public brands, Hao Beihai suggested applying for the "National Sour and Chili Powder Quality Standard Center" and "China's Sour and Chili Powder Capital" to settle in Tongxu, and build Tongxu into a sour and chili powder industry center
.
At the same time, under the guidance and support of the government, cultivate leading enterprises, build user brands, and be included in the government's "14th Five-Year Plan" to cultivate 1-3 listed companies
.
Form a strong market operation body of public brand, and enhance the influence
of regional public brand and user brand.

(Yuan Guofeng, integrated finishing)

China Food News (2022-09-23 05 edition)

(Editor-in-charge: Yuan Guofeng)