Fujian snacks with soil flavor, support Chinese casual food half of the sky

Overview of this article: Dali Garden, Panpan, Ya Ke, and Kiss on the shelves have become the childhood taste of the post -90s. In the past 40 years, the competition and refurbishment of the Fujian baking industry have never stopped: the old company Fuma, Dali, and Panpan have continued to advance with the times and changed to upgrade; Standing for a long time.

Brand feelings make consumers feel empathy, and product quality and cost -effectiveness are more charming in front of consumers. The leisure food industry represented by Fujian Food has passed the 4.0 version and obtained a more vigorous vitality.

1. The history is long, and the Fujian businessmen build a 100 billion food industry

2. New and old alternate, the atmosphere of "Chuan Gang" promotes the category to make new

3. Capture e -commerce, there is a business scripture behind the brand feelings

If the "Jiangxi Gang" ruled the Chinese new pastry circle, Fujian was the eldest brother who ruled casual food. Different from the Internet celebrity brand, Fujian's food companies seem to be backward and packaged "earthy".

However, these companies have a stable grounding. The business engraved in the bones and the continuous extension of new vitality has made Fujian's leisure food a large industry of 100 billion yuan.

historical

Fujian merchants build a 100 billion food industry

From Fuzhou Minjiang Wharf to Quanzhou, the dilapidated fishing boats are everywhere, and the restrictions on natural conditions make the Fujian people "forced" to do business.

The history of the Fujian business culture can be traced back to the Han and Tang dynasties and continued to innovate in the development of nearly a thousand years. From overseas trade, new industries, to labor -intensive textiles and clothing industries, to 1979 Fuma Food transformed from a canned factory, and the village -run factory "Yinlu" was born in 1985.

Since then, the rise of the Fujian snack industry has found a new development direction for many years.

In the 1980s and 1990s, leisure foods had not yet entered millions of households in China. Food chips, fries, and jelly foods were introduced one by one one by one, opening the door to the new world for food vendors.

The "replacement" is a magic weapon for the rapid expansion of the Fujian businessmen.

In 1997, South Korea's good friends entered China and began to produce and sell Hao Liyou. In 2002, its sales reached 250 million, but the high price made it difficult for it to continue to sink and expand in China.

During this period, the Dali Garden and Panpan had just been "fell to the ground", and I saw this business opportunity and launched a cheap version of the good friends. To this day, the well -known "Dali Garden Egg Yolk School" is still everywhere on the supermarket shelves.

According to the idea of ​​new consumption, the small dessert of the egg yolk faction can be said to be the first explosive product of Fujian businessmen. The "Chinese version" egg yolk faction quickly occupied the minds of domestic consumers because of its taste and lower prices that are almost the same taste and lower prices.

After the egg yolk school, the Minnesians realized the overall role of the "star product" on the brand, and began to tilt the resources of a single product, and promoted the skyrocketing items through a large number of advertising marketing.

This is the process of building "Panpan Bread". In 2005, a new industrial bread with a shelf life of more than 6 months appeared in the Chinese market. Panpan seized the opportunity and invited the actress Jiang Wenli to be the endorsement. Overwhelming, the double king fried of the star effect+advertising marketing makes Panpan small bread become another explosive product after the Dali Garden egg yolk faction. It is understood that Panpan's high -speed expansion of more than 300%after successfully divided the French bread successfully divided into French bread.

If the success of the egg yolk school is the victory of the product+price, then the victory of small bread is the successful marketing example of the Fujian businessmen realized the brand effect and the advertising effect.

Since then, the casual food industry of Fujian merchants has refreshed the Chinese people's definition of "snacks" at a speed of one or two years of explosive products. Yinlu set an annual sales of over 5 billion in 2010, creating the "Eight Treasure Porridge Myth". Even the freshman Jinjiang Township, a friend of the native of Jinjiang, launched meat muffins in 2011, becoming the "baking tide" of the new century.

In 2014, the export amount of leisure food in Jinjiang exceeded the US dollar mark for the first time, which is a new milestone in the industry. Today, Quanzhou has become the largest and important leisure food export base in my country.

New and old alternate

The atmosphere of "Chuan Gang" promotes the category new category

Over the past 40 years, the competition and renovation of the Fujian baking industry have never stopped: the old company Fuma, Dali, and Panpan have continued to advance with the times, and changed to upgrade. Dali food sales exceeded 22 billion yuan in annual sales; , Youchen and others cut in with single products to create star food. New and old Fujian business companies have always maintained a positive attitude of innovation.

Because the brand is concentrated in one place, whether it is a new brand or an old brand, the Fujian businessmen will naturally maintain their heads and go hand in hand in the process of new products.

These casual food companies have their own main products, but no matter how many "Hedu" star products are available, as long as new foods are developed, they will soon be copied by almost all enterprises.

Hand -tear bread, meat muffins, Wahfu cakes, sandwich bread and other items have gone through similar processes. For example, after the meat and lust of meat and lust burst, the meat muffins also become the fragrant citron of various food companies. I hope that old companies have launched similar products.

Such replication and follow -up are suspected of being "plagiarized" for other companies, but the "egg yolk faction" of Fujian business food involves many companies such as Panpan and Dali Garden. In the battle, Panpan also snatched the market from the hands of Sanhui Food. The development of Fujian's food industry and mutual reference between products have been inseparable. For the low technology barriers, the strategy of "neighbors" is obviously difficult to work. In addition, the Fujian business food industry is a model of cluster development. Mistration and promotion are inevitable development trends.

Food manufacturers seek innovation in a single explosive product and continuously broaden the production links. Even if it is known for its candy food, it is also known to open up related production lines when the meat and muffins are bursting, and once ranked among the top ten market share of the meat muffin.

On the other hand, the mutual killing of new and old food factories has also made it compete with the CCP. The food industry has become an important basic industry in Fujian, and also occupies an important position in the domestic food industry. Modernization and scale have become the development direction of the Fujian food industry cluster.

Dali, Panpan, Golden Crown, Ya Ke, Qinqin, Crayon Shin -stitches, Returning Hakka, Yinlu, Gulong, Danfu, Good Luck and other new manufacturers together formed the "Fujian forces" of casual foods. Baked goods, candy chocolate, puffed food, dried roasted fruit, preserved cowonary fruits, and other casual foods have jointly built the colorful food categories of Fujian food.

Through explosive replication, the development of industrial cluster development, under such a development model, the share of Fujian food and brand influence continued to increase, and the advantages of the casual food industry cluster have continued to highlight.

Capture e -commerce

There is a business scripture behind the brand feelings

With the popularity of the Internet and the coming out of Internet celebrity food, Fujian Food, which has always been close to the times, is also running away from small stores and seeking longer -term. At the same time, the emerging Fujian brand is also relying on the rise of the Internet to subvert the traditional Fujian baking industry with old companies.

In 2016, Mulanka Food Company was established in Longhai City, Fujian Province. The brand "Little Bai Heart Soft" soon swept the e -commerce platform and became the new Internet celebrity of the baking industry.

Unlike the traditional food manufacturers of Fujian, at the beginning of "Little Bai's Heart Soft", it had the attributes of Internet celebrities. According to the founder, at the beginning of the company, they knew that they needed a unique product to open the market. The team has developed a small, easy -to -import, and yogurt sandwiches with sandwiches, which combined with the "small white heart, soft and unwilling to add", the slogan opened the market.

IP building has also become the focus of the attention of new brands. The soft brand image in Xiaobai's heart is different from traditional offline brands. It also began to make comics, emoticons and surrounding derivatives to adapt to young consumers' habits.

Old brands are constantly looking for a wider opportunity to come out in the network environment.

For example, Panpan tends to appear on high -end occasions, the official sponsors of the Boao Asia Forum in 2019, the 2020 Tokyo Olympic Games Chinese Sports delegation, and the 2022 Beijing Winter Olympics and the Winter Paralympic Games have Panpan. Especially in the Winter Olympics, Panpan Food combined with the image of panda, and proposed the slogan of "Eat Panpan Watching the Winter Olympics" and label the "high -end snacks".

The long -established Ya Ke appeared in the 2022 CIFIE Beijing International Food and Beverage Exhibition. It appeared again in front of people in the form of halogen and functional beverages. , Try to reflect the ingenuity of food, and make the new product "Hou Da Yi" into a new explosive product.

But at the same time, the booming and occupying casual foods, while Fujian food vendors do not worry about it.

The Internet celebrity cakes squeeze the development space of traditional leisure snacks, and the competitive leisure brands are also facing their own problems and challenges. For example, the competitiveness of "Da Da Yi" and the emerging brand Wang Xiaolou, the gap between the aliens is still large, the Mo Mo dim sum bureau, Hu Tou Bureau, and Luoxi River snatched the market of small bread.

If Fujian Foods want to continue to keep Jiangshan, they must return to the essential needs of consumers. After all, it is difficult for young consumers to feel the same. In contrast, product quality and cost -effectiveness are more charming in front of consumers.

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