Own brand of candy: the development of the industry breaks the bottleneck here?
In the entire food sub-category, the candy industry's potential had always been optimistic about the industry. According to the statistics of the China Food Industry Association Candy professional members show that China's candy industry scale was 50 billion Yuan in 2009 and increase to 62 billion Yuan in 2011. From this figure, we can find that the entire candy industry has been continuously maintained a double-digit compound annual growth rate, and is concerned in food industry.
Recent data show that the 2012 Chinese candy industry annual growth rate gradually slowed down and the profits showed a decreasing trend and the development of the existing market drag into a burnout. Facing with "bottleneck" in today's market conveys a message: the future of the candy industry’s bottlenecks need a new power to break? Throughout the supermarkets that have larger trading volume in Shanghai, the concentration of candy brand is not high. Either Hsu Fu Chi, or White Rabbit of Kraft, is difficult to occupy in the whole industry more than 15% share. Even if the overall foreign brands together will not more than 3 billion Yuan total output value. Single brand can not came out top, and the crowd picked up the flame together may not be a higher fire.
The bottleneck of the candy market is becoming apparently and ready for the old and new models’ battle equipped ammunition. For the traditional ideas of confectioners, maintaining existing products and business models, through marketing campaigns and public relations, trying to open up their world. For holding innovative ideas of candy providers, to produce multi-brand products to expand market share, to find not only ensure a stable and large quantity orders, but also save the cost of production and sales to the terminal buyers is the key, which candy retail sector have to mention innovative ideas - retail own brand. Retailing own brand, which is produced by the factory OEM and stuck to retailing stores brands, and sold to the supermarket in one time. In other countries, retailing branded products due to the advantages of inexpensive and homogeneous, has won 30 percent of the market share. But for the Chinese own brand has less than 5% of the market share and a huge potential for development. There a Shanghai's global retailing branded products show in Asia is held in December of each year, and we see a lot candy manufacturers and candy suppliers are trying its own brand, some of them are well-known candy companies and hoping to produce its own retailing brand, with foreign retailers super channels to "go out"; some of them are local candy companies from abroad, hoping to conform the momentum of "China fever" and its own brand development opportunities to "come"; there are still some companies already having traditional channels to sell their products, In order to change the limitations of existing brands, hopes its own brand, from the price, category, and other sub-channels to expand the share of applications; there are some companies want to push new products, the use of its own brand in retailing channel privileges (such as shelf position, publicity, into the store fees), will maximize profits. For retailers, candy is indispensable category for consumers to enjoy the festival, how to purchase the multi-category and cost-saving products is that they have been insisting strategy, and its own brand is the first to be launched the popular items.
Apart from the content of the candy, we should also decorate the candy more beautiful and delicious. Maybe you can use a plastic bag to contain the candy.