Competition for 150 billion condiment market

Absrtact: If the market does not fall and rise in the global financial crisis, it is not difficult to explain why the condiment giant will vigorously expand against the city if the global financial crisis, the market does not fall, it is not difficult to explain why the condiment giant will reverse the city's vigorous expansion. Recently, the world's largest seasoning food enterprise Foshan Haitian Taste Industry said, will invest 2 billion yuan to expand the Foshan gaoming two project, completed after the completion of 3 million tons, become the world's largest condiment production kingdom.　　And two months ago, the international food giant Nestle and Shanghai wife Lok just invest more than 300 million yuan, in Shanghai, a new annual output of 100,000 tons of chicken sperm production plant, so that Shanghai wife music to become the world's largest chicken sperm production base. "According to the international formula for condiment market, 2009 Chinese catering turnover of about 1.5 trillion, of which 10% is 150 billion yuan for condiment sales." "Guangzhou famous marketing consultant company General Manager, senior seasoning industry marketing expert Chen Xiaolong said." "The Chinese condiment industry is still in a scuffle era, but as the industry accelerates its integration, the situation soon ends." In the next 5 years, China's condiment industry will be dominated by nearly 10 giants. "Seasoning industry: 150 billion of the big cake by the food industry known as the" Invisible rich "sea-day flavor industry, is the epitome of the rapid development of China's condiment market ——— from a local soy sauce production small factory developed into today's soy sauce, oyster sauce, seasoning sauce, chicken essence and other major categories of more than 200 specifications of the varieties of seasoning Kingdom. Haitian enterprise Public data show that 2008 output value of 5 billion yuan, the current year tax amount of more than 400 million yuan. "Sea day in the condiment industry, ' a share of the single big ' status, in the short term can not see too big competitors." Haitian 2009-year sales will reach 6 billion yuan, the industry ranked second to fifth four competitors combined sales are not as much as the sea day!　　"Chen Xiaolong said. "January-February this year, the Haitian also achieved 20% growth, to achieve sales of 1 billion yuan."　　"Haitian marketing department head said that in recent years, the Haitian market has been increasing by 20% annual growth rate, indicating that the domestic market is not due to the recent tightening of consumption and fluctuations." However, the sea day 6 billion yuan sales relative to 150 billion yuan this overall market, competitors still have huge space. China's condiment industry is recognized as one of the few industries that have not completed market integration. Therefore, attract domestic and foreign well-known enterprises together nuggets. Haitian even did for many years industry eldest brother, the company chairman Pencon still admitted to reporters, "the domestic condiment market has been emerging dozens of places and national well-known brands, more and more fierce market competition." "To expand the territory in the crowded market, we must rely on large-scale production to reduce costs and enhance the market competitiveness of products." "Pencon said. In the media has been very low-key Haitian, in the capacity expansion but appears to be "domineering full." 2005, the Haitian gaoming production base put into operation, capacity reached about 1 million tons, the reign of seasoning industry. And only 4 years, the Haitian gaoming production base of the two phase of the project started, the sea and the Sky also denounced2 billion yuan plan will expand capacity nearly three times times, to a greater advantage to become the global condiment industry, "Big Mac."　　Foreign investment in the high-end market to occupy the high level of production capacity of the big background is that in recent years, foreign investment in China's condiment market has been a frequent merger and acquisition impact. "Condiment market integration has just begun, the timing is very critical, we can not miss." "Li Kum Kee (China) Sales Co., Ltd. President Su Ying Fu said. Although many of the domestic condiment production enterprises, from Hong Kong condiment giant Lee Kum Kee can be ranked in the sea days, but the sales between the two still have a big gap.　　Lee Kam Kee in the Occupy South China for many years, began to move the center of gravity North, plotting the national market. Competitor Sea-Day dealer system is one of the most advantageous in the line. Su Ying Fu After taking office, efforts to promote Lee Kam Kee in the dealer channel strength, on the one hand to China's sales structure to make major adjustments to form the current "East, south, west, north" four sales areas. On the other hand, Su Ying in the enterprise set for the traditional market, supermarkets and catering enterprises, such as the director of different sales channels, to achieve the deepening of the channel.　　In response to the frequent expansion of the Haitian, Lee Kam Kee Xinhui production Base is currently in the third phase of expansion construction. At the end of last year, Taiwan unified with Japan's famous soy sauce giant tortoise shell million, and Hebei Shijiazhuang Jean-Pole Brewing Group joint venture to establish a "unified Wanjin food Company." Joint venture production of soy sauce and vinegar and other major products, mainly in Beijing and Tianjin market.　　Before this, reunification has been with shell million joint venture, in Kunshan established a factory, the production of "million" son brand high-end soy sauce business. Although Nestle has its own brand "beauty pole" condiment, but a few years ago through the East China market Shanghai "wife Music" and the Southwest market "Hao Ji" two chicken essence brand of holding, become the domestic chicken essence market leader. In April this year, Nestle and Shanghai Missus Le also jointly invested 320 million yuan, in Shanghai to create an area of more than 100 acres, an annual output of 100,000 tons of chicken sperm production plant.　　After the project is put into production next year, the total output of the wife Le Chicken can reach more than 180,000 tons.　　Although Nestle has occupied chicken Essence Chicken Powder Market, Unilever also borrowed its "home music" brand, and Nestle "Beauty", "wife le", "Hao Ji" multiple brands scramble for chicken essence, chicken powder market cakes. "China's current soy sauce market sales of 5 million tons, only 1/3 of the Japanese market, so the Chinese market there is a huge space for development." Japanese condiment giant Japan Ajinomoto Co., Ltd. is very important to the Chinese soy sauce market. In 2006, Japan's Ajinomoto Co., Ltd. announced the acquisition of the Hong Kong Danone Asia Company's Amoy Food Group and the Shanghai Amoy Food Group's 60% per cent price of about HK $1.845 billion. This is the current Chinese condiment market one of the largest mergers and acquisitions, but also Ajinomoto first foray into the Chinese soy sauce market.　　At the end of 2007, Amoy launched a large-capacity family installed in South China market, the South China stronghold of the Haitian launched a challenge. Singapore's leading food group, Fuda, through the acquisition of Guangdong Kaiping Taste, Canton andFast access to China's condiment market. Later, Faldan (China) company invested about 200 million yuan in Nanjing to set up a taste (Nanjing) Food Co., Ltd. Taste things up to the East China production base, will taste things up from the South China region to the national market expansion.　　Faldan (China) Investment Co., Ltd. President Liang has told the media, the taste of soy sauce of the Nanjing Plant 2008 after the expansion of production capacity will double. Giant wrestling: The concept of creating a big condiment "last year, Haitian specializes in recruiting internationally renowned brand consulting company for the Haitian brand image of the renovation project." "Haitian marketing director Zhang Xin said. Consumers found that, from the beginning of this May, sea-day Kim pumping, sea-day mushroom old pumping, sea-day gold standard oyster sauce These Chinese people familiar with the soy sauce and oyster sauce category of representative products have been completely replaced by new clothes. "The core of the brand innovation and transformation, according to the market development trend and consumption characteristics, the Haitian's vast product line for a full range of integration, innovative launch of a number of competitive products, and then separately for different market segments for plowing."　　"One of the Haitian products Kim pumping, mushroom old pumping, gold oyster sauce, etc. will be composed of" Classic Taste "series, become a product group in the general popular, the most fundamental of an important group. "New brand image engineering, Haitian goal is to blur the original ' from brand to category ' positioning inertia. "Guangzhou famous marketing consultant company General Manager Senior seasoning industry marketing expert Chen Xiaolong said." "Soy sauce think of the sea sky, oyster sauce think Lee Kam Kee, chicken powder think of missus le, this was the Chinese condiment industry ' from brand to category ' positioning inertia. But the current market situation has changed, at least the Haitian and Lee Kum Kee want to blur this point. "Chen Xiaolong said. "Japanese-oriented giant of the positioning is ' Big day ', and the direction of the sea-day development is ' big condiment '."　　"Chen Xiaolong said. Indeed, in recent years the main soy sauce in the Haitian foreign competitors in the frequent action, adjusted their strategic direction. Once upon a time, Haitian stressed that its soy sauce products manufacturing process from Foshan sauce handed down the "Sun brewing", through the abundant sunlight in southern China to promote the fermentation of raw materials into soy sauce. Therefore, the Haitian advertising language is ——— the Tropic of Cancer on the sun. However, the Haitian has now formed a soy sauce, oyster sauce, seasoning sauce, chicken essence and other major categories of more than 200 varieties of product system specifications. In fact, sea days except domestic soy sauce first, oyster sauce is also the sales champion. "The Haitian market ministry personage says.　　"Big condiment" strategy, Haitian new advertising is ——— owt, Chinese flavor. Haitian Marketing department responsible said that the Haitian has initially established a complete "Chinese taste" system, production including soy sauce, oyster sauce, chicken essence, sauce, vinegar, small condiment, such as eight series of more than 200 varieties of products.　　The sea days before the big soy sauce, and in recent years sea days began in the opponent's edge of the field of attack: to fruit vinegar into the constant shun vinegar industry site, to concentrate chicken juice and chicken essence into the market for the wife Le, while in Lee Kam Kee original advantage of oyster sauce plate, sea days to 4 products flagship National market. NumberAccording to commodity big market: Condiment industry will break 150 billion mark "small commodity, big market", condiment industry is becoming the fastest growing category in the food industry. According to data shows 2003 market sales in 38 billion Yuan level, 2004 59 billion Yuan, 2005 88 billion Yuan, 2006 sales broke through 100 billion yuan, to 2009 has reached 150 billion yuan capacity.　　If the financial tsunami to reduce the consumer 10% out of the opportunity to eat, then the domestic seasoning business to upgrade the 10% market, only the new market will reach 15 billion yuan, huge market potential to stimulate the foreign condiment giants to start a new round of capacity competition. Article: newspaper reporter Wu Jingyan special comic: Chen Ting