Chinas candy industry the status quo development trend and strategy.docVIP

 PAGE \* MERGEFORMAT 14 China’s candy industry the status quo development trend and strategy Chinese confectionery market, the status quo: 1, the industry status quo: A candy industry as a whole in 2004 decreased by 10.64% profit B Most of the domestic candy business in an increasingly fierce market competition, a substantial increase in marketing costs, corporate profitability is declining. C 2004 annual confectionery industry grew 10.25% compared with 15.6% in the year 2003, down 5.35%. D functional confectionery market share is already very close to the traditional sweets of the market. Gum confectionery market share of home-based steadily. E confectionery brand power level of the impact on sales has become more evident in the confectionery brand high concentration of high-end market is a foregone conclusion. F national rankings of the top ten confectionery companies accounting for 48% of market share. Most small and medium enterprises are facing extinction candy. G a part of the visionary of the candy company began marketing to brand marketing, the price change. The brand power to decide the profit. H in the global confectionery industry, the vast majority of our candy companies do not have their own R amp;amp; D production of patented technology, not have their own core production technology and formula, multi-rely on foreign companies or by the introduction of foreign R amp;amp; D Center’s technical support. Did not form own unique core competitiveness of enterprise products. 2, confectionery industry, the sales proportion of all sales channels: A Traditional Market: Due to the increasing standard of living as consumers, to increase brand awareness, self-protection awareness be further strengthened. The traditional wholesale market at low prices on high-end consumers are no longer attractive, the majority of its sales focus has shifted to three or four markets. In many well-known business sales channels in the proportion of their sales are gra