As long as these problems can be solved, it should not be too difficult, and the focus should be on breakthrough, innovation and publicity.

sales network: at present, the terminal sales of chicken essence are mainly concentrated in KA, single-point supermarkets, chain supermarkets and community shops re-supplied by two suppliers. These sales methods are directly facing multi-point consumers, and sales are relatively scattered. Of course, closed channels, mainly canteens, food stalls and restaurants, have attracted more and more attention from many manufacturers and distributors. The sales of chicken essence in restaurants are relatively direct and concentrated;

product structure: from the product structure, the current products of chicken essence are relatively simple, and there is little innovation in new products except making a fuss about gram weight. In the promotion of selling points, chicken essence manufacturers hardly give people more added value except to promote their products' delicious taste and good soup;

product packaging: there is no obvious distinction between the product packaging of each enterprise, which almost gives people a feeling that what is packaged in yellow background is chicken essence. In terms of visual effect, the division between brands is not obvious enough;

sales atmosphere: at the sales terminal, there are hardly any support from some publicity products such as POP and banners, few impressive publicity products and few media advertisements. And some road shows or tasting activities have hardly been seen. I think there are too many brands of chicken essence, and the price is very chaotic. You can buy it from two yuan to dozens of yuan, but they don't mark the amount of pure chicken essence. This is the reason why good products can't be sold.