The king of candy is already glory, and Xu Fuji is difficult to "stand in thirty" difficulties.

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

"Candy is full of joy, all in Xu Fuji". As a representative candy brand, Xu Fuji entered the mainland market with the "New Year Sugar" as a market breakthrough in his early years. As of this year, Xu Fuji has become a domestic old candy brand that has been operating for 30 years.

However, Xu Fuji's "Thirty Story" is not easy to imagine. Whether it is the impact of the epidemic or the change of concept, the taste of the current year is getting lighter, and the people's demand for health is getting higher and higher. The label of "New Year Sugar" no longer has a strong attraction, and even transforms into consumers to allow consumers to make consumers. The tall label, the appeal of Xu Fuji's brand fell sharply.

In addition to the decline in brand appeal, Xu Fuji has also reported many times the company's internal management problems. Many innovative products launched to maintain the market have not aroused too much water. Xu Fuji's development prospects seem to be not optimistic. In the future, will the "Candy King" be eliminated at high and low, or will it be eliminated by the market, or will it reach a century -old vision? The answer needs to be considered.

There are many internal management problems, Xu Fuji needs to "move the knife"

Internal management of enterprises plays a vital role in the future development of the enterprise. However, the current status of Xu Fuji's internal management of the enterprise is not optimistic. Specifically, first of all, the adjustment of Xu Fuji's management organization structure has always been a more worried part of Nestlé; second, Xu Fuji's personnel composition and talent management work is not satisfactory, and high -level talent introduction is difficult. Finally, corporate food food In terms of safety management, Xu Fuji's negative news was frequently spread, and controversy continued.

In terms of internal management organizations, corporate management organization structure has always been the main problem that plagues Xu Fuji. In the early days, Xu Fuji quickly seized the market with the concept of "New Year's Sugar", occupied the industry's leading position, and continued to expand the size of the enterprise. At the same time, it is difficult for the past management model to adapt to the problem of business development.

Surprisingly, Xu Fuji did not choose to adjust and reform the management structure in a timely manner. Instead, he chose to embrace the embrace of Nestlé in order to accelerate the pace of changing and internationalization under the shelter of Nestlé. But this choice did not bring the expectations of Xu Fuji.

After the acquisition of Xu Fuji, Nestlé immediately noticed the problem of Xu Fuji's internal management structure. The staff of the market, sales, supply chain management, research and development, and human resources were stationed to Xu Fuji and began to manage Xu Fuji " "Move the knife". The specific method mainly includes the management concept and operation model of Nestlé's senior management to Xu Fuji management, basic management training for Xu Fuji employees, and cultivating the leadership management capabilities of Xu Fuji's leadership.

Although Nestlé's addition brings many new possibilities for Xu Fuji's internal management organization structure. However, Xu Fuji faced the rapid changes in the external market and internal environment in a short period of time. It did not adapt to the improved improvement of Nestlé. The development situation has not changed fundamentally. information.

In terms of talent management, during the rapid development of Xu Fuji in the early days, the enterprise introduced many low -tech employees with a lower level of entry threshold, so that the current level of Xu Fuji's talent ability was low. At the same time, as a 30 -year company, many senior personnel in Xu Fuji are still early startups and aging talent structure.

Such a talent composition not only makes Xu Fuji's internal management difficulty, but also causes problems such as poor product product control, aging of corporate innovation capabilities and business philosophy. In order to solve this problem, Nestlé also invested a lot of energy after the acquisition of Xu Fuji. Nestlé had said that each week would conduct specific theme training courses on Xu Fuji employees. However, talent management is a long iteration process. In the future, Xu Fuji needs to continue to accelerate the pace of talent training and introduction in order to bring new vitality to the enterprise.

In terms of food safety management, Xu Fuji has always been negative news. For example, "Xu Fuji was identified as an illegal addition of antioxidant companies argued that raw materials were brought in", "Xu Fuji employee food poisoning: Thousands of cafeteria have only two cold cabinets", "sand" The news titles such as Qima's black foreign body Xu Fuji Food Safety "and so on still exist in major search engines.

Although food safety has been controversial, Xu Fuji has not taken obvious intervention measures. Even in the near future, Xu Fuji added the "real hammer" of food safety.

According to the information of the 7th Food Safety Supervision and Sauding Samples issued by the 7th 2022 issue issued by the Guangzhou Market Supervision and Administration Bureau in May this year, the mold test results of Xu Fuji peanut flavor French pancakes are 310CFU/G, while the standard value is ≤50cfu/g, mold bacteria, mold bacteria More than 6 times the standard has endangered the health of consumers.

Food safety is the basis for consumers' trust. From the status quo, insufficient food safety management capabilities are a problem that Xu Fuji needs to solve. I hope that in the future, Xu Fuji can attach importance to the management of food production and quality inspection of enterprises and gain consumer trust as soon as possible.

I hope Xu Fuji can improve corporate management problems from the inside, find the lesion in time, and apply the right medicine. It is worth noting that the new president Su Qiang took office to inject new vitality into the internal management architecture of Xu Fuji. Whether the new president can bring a new turn to Xu Fuji in the future is also highly anticipated by the industry.

The brand aging is difficult to break, and Xu Fuji lacks effective innovation

At present, the life of young people is commercialized, fast -paced, and pursuing health. Under such a lifestyle, the traditional candy industry has gradually disappeared. Data show that in 2015, my country's candy market sales ushered in negative growth for the first time. And according to Foodaily's data, from 2016, the average annual growth rate of the total scale of the candy market was only 2%, and the sales volume was sold in the field of leisure food. Xu Fuji, which has always focused on the sales of traditional candy, and "year flavor" as a differentiated label, brought brand aging problems and caused a lot of challenges to the development of the enterprise. Of course, Xu Fuji did not choose to sit still. In addition to maintaining the current category of loose sugar, jelly, Shaqima, pineapple cakes, scattered points, and cleverness, it has also begun to promote the innovation of other products of the brand. Work.

Xu Fuji first targeted the Nutty Market. According to the Chinese snack consumption trend report released by Yingmin Ste, Nut snacks are currently the largest snack segment category in the market, and have grown strong growth in the past few years. To this end, for the continuation of the "New Year Sugar" idea, Xu Fuji launched a number of New Year's nut candy gift boxes for the New Year.

Although there is a certain innovation in the design of the combination of nuts and candy into a gift box, from the perspective of market purchasing power, the response is still mediocre.

On the one hand, the current nuts market competition is very fierce. Three squirrels and Baicao flavors have led the Nut market with a younger image, which puts a lot of competitive pressure on Xu Fuji. In order to occupy a place in the field of nuts, Xu Fuji also faces many challenges. On the other hand, young consumers have a high demand for candy. How to attract consumers to choose to turn to nut candy gift packs when buying nuts is a problem that Xu Fuji needs to continue to explore.

In addition to wanting to seize the nut market, Xu Fuji tried on many food tracks. There are many types of products currently launched. In terms of snacks, such as potato chips, biscuits, cakes, bread, jelly series, and packaging chocolate; in terms of healthy snacks, the launch of nut rods and 0 add series; , Zongzi and so on.

The final effect of multiple tracks is not known, but it does not seem to be ideal from the current effect of the single -class product market. Taking Xu Fu Ji's potato chips as an example, from the current online consumption situation, as of mid -July, Xu Fuji's potato chips have a monthly sales of 1000+, and the monthly sales data of the main competitive and happy potato chips have reached 8000+. Divided by several. At present, many food markets are relatively saturated, and consumers have a higher recognition of the brand of leading brands such as Lewate. It can be seen that it is not easy for Xu Fuji to take a share on the new food track.

In addition, Xu Fuji also tried to conform to the current green and healthy upgraded consumption concept, invested energy in non -frying and less processing health technology, launched products such as non -fried Five Valley Milk Crisis. Reduce oil, salt reduction, and reduce additive products. However, in the past Xu Fuji's omissions on the safety management of new research and development of food, it would not help consumers to worry about it.

Looking at the current research and development of new products, in order to overcome the aging of brand, Xu Fuji launched a large number of multi -category products. Such a strategy develops a familiar taste. It seems that he wants to repeat Xu Fuji to launch 40 candy to seize the market in one breath in the early days.

However, from the results, such crazy new launching effects are not as effective as expected. Consumers seem to see Xu Fuji's shadow everywhere, but when buying, other brands will still be recognized by products with high degree of recognition. The main reason is that Xu Fuji's new products are insufficient. New products have neither unique external packaging, but also lack the unique food taste. They do not form differentiated characteristics on the track. They are seriously homogeneous and difficult to attract consumers.

Guangsha.com no longer works, Xu Fuji needs to strengthen brand innovation at this moment. After choosing the right track, it is a good way to further enhance the brand's purchasing power to reintegrate the brand image. It is also expected that Xu Fuji can continue to write consumer legends and explore the new development path of domestic old candy brands.

Conclusion

It is not easy for each old domestic brand to conform to the development of the times. At present, Xu Fuji is still internal and external, and there are many internal management problems. Insufficient innovation, it is difficult to challenge the external market and other challenges. It can be said that it is sad.

No matter what, the competition in the snack candy industry is very fierce, and Xu Fuji, who has been standing for years, will not miss this critical period. Looking forward to Xu Fuji can seize the opportunity to meet the difficulties, adhere to innovation, and inject vivid motivation into the enterprise. I also look forward to Xu Fuji who can get out of his own century -old legend.

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