QQ Afternoon Umbrella Lingling Wine Lingling Afternoon Umbrella II
1. The structure of condiment market and the use of condiment
There are two major markets+a small market downstream of condiment. The two major markets are restaurants and families, and a small market is food processing enterprises. Generally speaking, it can be divided into sauces and sauces, and soy sauce belongs to sauces. The catering market is growing rapidly, and the family market is gradually shrinking with the increase of work and leisure time. In terms of quantity, catering is larger than family market.
as far as catering is concerned, the top of the pyramid is high-end catering, such as star-rated and high-end hotels, as well as low-end markets. High-end catering accounts for a large proportion of catering turnover, but middle and low catering accounts for a larger proportion in the condiment market because of its fast turnover and good passenger flow. And the growth prospect of mid-range catering with a per capita of 51-71 is very optimistic. Brand concentration in high-end restaurants is very high, such as chicken powder and chicken juice, with Unilever accounting for more than 71%, Nestle and Lee Kum Kee sharing the remaining 31%. Why is Unilever so big? Because it entered early. Later, other latecomers saw this and did it, and got a little market share. On the whole, condiments are only 3-5 yuan in each dish, but they play a decisive role in the taste of the dishes.
2. Brand structure and promotion path
The most upscale market is still occupied by foreign brands, such as Jiale and Lee Kum Kee of Unilever.
There are three modes of product promotion:
Brand promotion mode of foreign brands: brand companies firmly grasp brand promotion, usually through cooperation with chefs of high-end restaurants, and chef cooperation is mainly in the form of chef advisory group. Including cooperative development of dishes, development of condiments, organization of training and training for chefs to promote brands of dishes and condiments. The annual investment in this expenditure is at least 5 million. In this way, product innovation and brand promotion can be realized. At the same time, the distributor realizes the distribution of goods and the daily maintenance of customer conditions, and realizes the sales and payment.
the distributor promotion mode of low-end brands: all localities do the visits and customer satisfaction of chefs through distributors, but they do relatively little by themselves. For example, the Pearl River Bridge brand has only 1-2 chefs, and Haitian has no chef group. But the distributor will be responsible for the promotion everywhere. There are relatively many domestic brands in this mode.
distribution mode of low-end brands: by selling in small shops in wholesale markets, each wholesale shopkeeper can sell as much as he can according to his own relationship.
3. The role of chef in condiment promotion
There are two major roles: one is the promotion of dishes to promote the use of condiment brands, and the other is the chef's participation in condiment innovation.
cooking wine and vinegar have been one or two items for decades. It's not that this thing can't be enriched, but that enterprises have not innovated to make this category bigger.
the chef decided to purchase 91% of condiments.
4. It is very difficult for new brands to enter
There are several reasons why low-end brands are difficult to enter:
First, high-end hotels require high quality, and kitchens have quality certification, such as ISO9111 and other international standards, which also require condiment production to meet quality standards, but many enterprises actually do not have this qualification;
Second, the dishes are relatively stable. If the dishes have a formula, it is necessary to adjust the formula when changing a seasoning. Usually, there is no big change. The chef will not do this, and he is preconceived.
Third, brand recognition. Chefs know brands and condiment brands through circle promotion (similar to academic promotion of medicine). Small enterprises have no brand awareness, so it is difficult to enter.
5. Why did Unilever's music nibble away at Lee Kum Kee, the forerunner?
Unilever has rich categories, including Southeast Asian food and Cantonese food, and now it has added spicy food, which is many times larger than Lee Kum Kee, and Lee Kum Kee is 111% Cantonese food.
Unilever's innovation is very positive, not only to promote condiments with dishes, but to create dishes and condiments with the chef. At present, hotels have very high requirements for the innovation of dishes, and they should innovate at every stage, which provides opportunities for new brands to enter. Unilever has done a good job in this regard. Moreover, there is a foreign investment background, and there will be seasonings that combine Chinese and Western elements.
Jiale's brand power is very strong, and its customer maintenance is sometimes better than Lee Kum Kee's, so it has been eroded in some places.
jiale is very active. For example, when oyster sauce and spicy taste are popular, it will develop spicy sub-flavors, and then develop sauces for Southeast Asian dishes to promote the promotion of the industry.
6. About the birth and brand pattern of the key category steamed fish with soy sauce
Steamed fish is a famous dish in Guangdong, and Master Fu Hui prepared steamed fish sauce with soy sauce and oyster sauce. Lee Kum Kee makes use of this principle to make steamed fish and soy sauce in an industrial way.
however, the market share is relatively large. Compared with buying soy sauce, it is cheaper for the master to prepare it himself, and it is rarely used in Cantonese restaurants. Later, it was the most widely used fish head with chopped pepper in Hunan cuisine, so it was good to pour it without matching. Haitian grabbed a lot of share in this market.
the popularity of a dish will feed people in an industrial chain, such as fish heads with chopped peppers, and the whole place where chopped peppers are planted will become prosperous.
But why some sauces are only good in one place and can't go out? In fact, they just haven't found a good way to promote them. This is not easy.
7. Why can latecomers catch up? What is the cost of imitating innovation? What's the difference between mid-range marketing models?
in fact, the biggest difference between brands is innovation. Jiale and Lee Kum Kee did a good job. Haitian got up because he focused on making soy sauce for more than ten years, and there was only soy sauce before. At that time, several soy sauce state-owned enterprises in Guangdong were dying, and they were getting smaller and smaller. He was the only soy sauce brand in Guangdong, and it grew bigger and bigger.
In fact, following others' imitation and innovation, I think there is no cost, except that you use top-grade soybeans and I use ordinary soybeans. This cost can be chosen artificially and the taste can be close. Therefore, it is also a good choice to make a mid-range market at a low price. This market may be more difficult to promote through chefs. Too many chefs and high-end catering chefs will have an impact on them, but the impact on their brand choice is relatively limited. At this time, the dealer, how to serve better, the difference is relatively large.
an ordinary dealer just sells the goods. No matter what the channels and kitchens actually sell, there are many things in the kitchen. When you sell them, you usually use them only a little. Well-done service channels are different. They will follow up the kitchen, and even know how much inventory, how much goods to replenish and how much to use. This will really be solid.
8. In the mid-range market, is the existing low-end brand more vital or the high-end brand has more potential to sink?
This market is large, with a large number of passengers and rapid growth, and high-end brands also attach great importance to it. In fact, it is price. They use a lot. High-end brands reduce costs and prices by simplifying packaging and reducing circulation channels.
If those brand channels are done well now, they are also very good, and there is a big market.
in a word, in the mid-range market, there are almost no brands now, and the channels are the main ones, which may be dominated by domestic brands. Everyone's brand awareness is weak, and they are all grabbing the market, so channel maintenance has become very critical and should change in the future.