From the consumption point of view, with the changes in the consumption structure of people's lives, the staple food rice gradually turned into a side dish, per capita demand for rice rations continued to decline, rice consumption decreased year by year. However, feeding and industrial consumption has been rising year by year, and from an overall point of view, the consumption of rice is still on the rise.In 2019, China's total consumption of rice was 194 million tons, an increase of 800,000 tons, or 0.41%, compared with the previous year, and the production of rice was 210 million tons during the same period, which is a significant problem of surplus.The national rice balance in the fiscal year of 2019 was 14.01 million tons.
In many high-end rice categories, "stable sugar rice" and "sugar-reducing rice" are among the star players, with prices generally exceeding 100 yuan per kilogram. This rice in the high content of resistant starch, ate after meals, blood sugar is more stable, long-term consumption and the role of reducing blood sugar, especially suitable for diabetic middle-aged and elderly people or need to control blood sugar pregnant women and other people.
Because of the relatively high selling price of high-end rice, production efficiency is better than the disorderly competition of low-end rice, therefore, the enthusiasm of processing enterprises to produce high-end rice is also improving, which provides a favorable soil for the excellent rice brand. In recent years, "Beidahuang", "Jinlongyu", "Fulinmen", "China Resources Wufeng", "Sunflower Sunshine" and other rice brands began to emerge.
National brands such as Jinjian, Jinlongyu, and Fulinmen are strongly occupying large supermarkets such as Walmart and RT-Mart. On the other hand, the layout of the Internet as well as new retail channels is early. There are many types of its rice products. Take Jinlongyu as an example, it has many products under its banner, such as Su Bei Rice, Panjin Rice, Long Grain Fragrant Rice, Taoxiang Tribute Rice, and Wu Chang Base Original Fragrant Rice, with prices ranging from RMB 29.9/5kg to RMB 89.9/5kg. This type of enterprise is oriented to the national market, but the local rice brand market has a great impact.