Chocolate equipment: Brand competition in the domestic market is at the low end

Chocolate equipment: Brand competition in the domestic market is at the low end

At present, domestic chocolate still has few brands and single taste; Improper and incomplete chocolate processing; Weak strength, slow product replacement and other problems, in the overall image has always been unable to get rid of quality taste, can only linger in the low-end market awkward situation.

3, great effect on the domestic market

Its entry has driven the consumption of chocolate by domestic consumers and promoted the development of the domestic chocolate market. Its advanced, high-quality products and exquisite packaging have prompted Chinese chocolate brands to constantly improve themselves.

However, there are also disadvantages, do not understand China, in terms of misunderstandings such as famous drinks, because of too high, and in the Chinese market failure. First of all, the understanding and grasp of China's market circulation system, market structure, and mode, regional differences, consumer psychology, taste differences, etc., are not comprehensive, specific and true. The second famous brand of chocolate abroad, its quality and grade is relatively good, but some imported chocolate is a common brand abroad, the quality may not be as good as the chocolate produced by China's domestic enterprises. Third, chocolate produced abroad is not as fresh as chocolate produced at home. If it is a brand product of the same quality, experienced consumers can feel that the freshness of production in China is better than that of imported products.

4. Domestic consumers have misunderstandings about chocolate

Due to insufficient understanding of chocolate, consumers generally exist that chocolate is a high-sugar, high-calorie candy, which will not only make the body fat, but also lead to wrong understanding, resulting in some consumers want to eat, but not afraid to eat, afraid to eat.

5, the chocolate brand does not have a cultural brand

Chocolate is a product with a deep culture, lovers culture, health culture, but the brand focus on the current market is still highlighting the quality of chocolate, such as Hershey's small body, big taste, Dove is milk thick silky feeling, smooth, wonderful chocolate appeal point in delicious and so on.

6. Consumers attach more importance to brand and quality

Although consumers are so fond of these two foreign brands of chocolate, when asked whether consumers prefer to eat foreign brands or domestic brands of chocolate, nearly half (45.7%) of consumers said that as long as the product quality is good, cost-effective, it does not matter whether foreign or domestic brands, and 32.1% of consumers like foreign brands. Some 22.2% prefer domestic brands. This is mainly due to the fact that foreign brands of chocolate products on the market are generally superior to domestic brands in quality. 93.6% of consumers believe that the biggest drawback of high-end chocolate products on the market is that the price is too high. The high price is the main factor affecting the consumption of high-end chocolate.

7. Gift market

CMMS2004(Spring) data show that in China's chocolate market, the proportion of chocolate consumed in the form of gifts accounted for 52.4% of the total consumption. In the gift market, Dove still has 40.2% of the brand, followed by Ji, Hershey, Nestle,, M&Ms, and other brands.

Slightly different from the overall pattern of the chocolate market, in the chocolate gift market, the share of foreign brands has increased, and domestic brands have further shrunk. Ferrero is a world-famous chocolate brand. Among them, is Switzerland's most famous chocolate, it is recognized as the world's best chocolate, Lindt product characteristics: the use of more than 170 kinds of chocolate ingredients; Adhere to the choice of superior and; Try to maintain the taste of chocolate; Sweet and smooth, is the best chocolate. And Ferrero are both Ferrero family chocolate brands. Ferrero products are generally expensive, and it has its unique product price concept, that is, it pays attention to the price of consumers in the material or emotional needs rather than the actual needs, and believes that the price of the product is closely related to the image and positioning of the product. Therefore, although the price of Jinsha and Ferrero is high, it is consistent with its noble image and supreme quality, so it can eventually form a consistent recognition in the hearts of consumers and achieve success.

8. Chocolate consumption has evolved in the direction of brands

Brand is the test between consumers and products, she is the personalized choice of consumers, while the brand represents high quality and high visibility, etc. In the chocolate market, only well-known brands can guarantee the raw materials of the products. The process of the product has a very strong improvement. As a very special product, chocolate has very high requirements for haste, logistics and other links. Therefore, only well-known brands can provide this guarantee to consumers, and at the same time provide consumers with stable, high-quality products. Chocolate is a very personal food, which can extend a lot of people's requirements for material living standards and spiritual living standards. The charm of chocolate is that it includes sweet, bitter, and bitter taste, and its taste represents the experience of life.