As far as brands are concerned, brands such as Mother, Bangbangwa and Haoyue have emerged. From the product form, there are also products with different processing depths, such as fat beef, sauce beef, beef jerky and beef tendon. From the terminal point of view, in first-tier cities such as Beijing, many large supermarkets have specially opened shelves for beef products, and brands such as Bangbangwa have also launched promotional activities. However, compared with the pork products industry, although beef products have congenital worries of high nutrition and high value, it is doomed to be difficult to achieve large-scale market capacity and consumption blowout in the short term due to essential problems in consumption chain management.
First of all, from the consumption mode, as mentioned above, pork products rely on a world-wide deep processing technology, and are fully involved in consumers' daily life through multi-form products. Although beef also has many forms of products, firstly, whether it is fat beef or sauce beef, it is only a continuation of the traditional value of beef. Even if a considerable enterprise emphasizes the green of its products, it only adds value to the consumption mode and consumption value, but it can't complete a new consumption mode to intervene in daily consumption like pork products, thus triggering a consumption revolution. Therefore, the added value space of these two products is very limited. Second, although snack foods such as beef tendon have broken through the restrictions of daily food to a certain extent and entered a new consumption space, the market capacity of snack foods itself is only 21-31 billion yuan at present, which is impossible to compare with hundreds of billions of yuan of pork products.
What is worth mentioning here is the mother beef stick of Yangshengtang. As can be seen from the relevant information of Yangshengtang, Yangshengtang Company seems to have paid attention to the restriction of beef products entering the snack food market when planning this brand, so it has been avoiding the brand of snack food from the concept and positioning, hoping that the mother series food can become "auxiliary food" and hit the problems that consumers, especially young consumers, can't ignore. But unfortunately, the mother's strategy of paying attention to the daily necessary lifestyle is not reflected in her product model. Whether it is product form or product price, it is still used as a snack food shelf in the consumer market.
Of course, in addition to the regret of consumption mode and consumption space, there is no first-line brand of beef products such as mother that really has influence on the public market. Even if the mother is bright, including Fuhua, it can only attract a small number of markets and a small number of people. The lack of brand potential field means that beef products have lost their consumption area and frequency to a certain extent, so beef products have not become the high-frequency consumer goods of "two pounds of beef" in Water Margin. You can only live as a dish in obscurity on a few occasions with high value.
In order to turn the tide in the market, Li Mingli himself thinks that beef products may have to make more changes and efforts in terms of technology and products in terms of consumption mode and consumption space, so as to compete with more other products for the shelf cheese in consumers' hearts!
What else does Little Sheep have besides raw materials?
Mutton seems to have the smallest market share among meat products at present, but it has a longer history than pork products. Beijing Donglaishun time-honored brand stands for a hundred years. Its mutton products made of Inner Mongolia sheep have been popular for a long time, and the mutton slices in Inner Mongolia have also produced brands such as Grassland Xingfa and Little Sheep, which have long supported the appetites of many catering enterprises and consumers.
as a way of consumption, mutton slices have been greatly expanded in consumption width in recent years with the widespread use of industrial products such as electric cookers and induction cookers, and the strong rise of brands such as Little Sheep. However, limited by the season and the taste of mutton itself, the depth and consumption value of mutton products are limited.
From the brand marketing of Little Sheep and Donglaishun, although mutton slices have always been their core products, it is not the new consumption mode that supports high value, but the quality of raw materials. Especially Little Sheep, the core driving force of its development is not even the attraction of mutton products, but the creation of a new way to eat hot pot.
in fact, judging from the performance of meat products and even the mass mainstream market, raw materials really play a role when a product market enters the industrial chain marketing after technological innovation and brand building, such as dairy industry. In the mutton products industry, there is no new technology to create new consumption mode, new consumption value and space, and there is no brand that really affects the benign development of mutton products, which directly emphasizes the quality of raw materials, which highlights the deformation of the mutton products market to a certain extent and directly determines the market capacity of mutton products.
at this time, even if there is product loyalty, it is only shallow loyalty and has no added value.
where is the poultry meat road
therefore, from the above product markets, the poultry meat market, as the runner-up of China's meat products market, should be improved, but in fact, China's poultry meat products market is precisely the most imperfect consumer chain management.
from the product form, most of them have inherited the practice of hundreds or even hundreds of years ago, and the only consumption value is to add packaging to make it more convenient for consumers to use.
as far as brands are concerned, each place often goes its own way and has its own regional brand. However, there is also the disadvantage that the "regional" characteristics are too heavily branded. Once out of the region, even a brand with national popularity like Quanjude can't achieve harmony. Others can be imagined.
Therefore, in a sense, the poultry meat products market can't mention new consumption value and space at all, and it is basically a market that has not really intervened in the modern consumption concept of consumers. Enterprises in the market are often occupied by Huaying, who bears the "world duck king" but can't be seen in the market, Huadu and Shuangda, who have a certain reputation in a regional market but actually only make money by scale and cold chain, or Jinfeng, who failed as soon as they walked out of the regional market.
of course, from another perspective, it is precisely because the poultry market is occupied by a group of enterprises without real core competitiveness, because poultry products have not been able to really creatively intervene in modern consumption, because mutton merchants have not found their own technical support for consumption, and because beef products have drawn the wrong blue ocean, so the meat products market has a future.
First of all, with the improvement of China's consumption living standard, the consumption structure is bound to change, which is the opportunity for mutton, chicken, especially beef products enterprises.
secondly, as far as enterprises are concerned, with the increasingly active domestic market and the increasing unstable factors in foreign markets, both domestic and foreign markets should grasp the knowledge of * * * that has become increasingly common among most enterprises.
as long as this knowledge is in line with a technology and a strategy, a new meat product market will emerge.
It should be noted that no matter what kind of technology, no matter how powerful the enterprise is, in Li Mingli's view, in an era of customer and competition orientation, only by firmly grasping the motif of consumption chain management, using technology to correspond to consumption mode, consumption value and space, using brand to correspond to consumption breadth and depth, using industrial chain management to correspond to consumption loyalty and reputation, and constantly promoting a virtuous circle of consumption chain management with good management processes can enterprises create customers.