Market Analysis of Chinas confectionery market,.doc

 PAGE \* MERGEFORMAT 7 Market Analysis of China’s confectionery market, Not long after, with the disappearance of the Urban, chocolate sales goes to the off-season. Commissioned by a manufacturer, we made a simple chocolate market analysis. Chocolate candy industry as a crew, first of all should have the common characteristics of this industry, and is the category where the characteristics of their own; this end, we first analyzed the characteristics of China’s confectionery market. 1, China’s confectionery market, the development process Chinese confectionery market, after years of development and changes, from the then unified Jiangshan rabbits, and now the brand everywhere, during which experienced a relatively significant three stages: the first stage, from 80 to 96, began early at this stage to domestic brands in bulk Sugar-based, is the peak period of candy companies. At this stage, as long as the product of good quality and best-selling river north and south can get consumer recognition and favor; from a means of marketing point of view, mainly by a single point of breakthrough products. The beginning of the second stage 96 to early 2002, this phase of the confectionery market, a serious recession, many manufacturers can not be sustained at this stage, but fell to the ground, more difficult to survive, while companies are poised for consolidation, waiting for the industry another high-speed development. This phase of the marketing has become more complex, a single product leadership can no longer fully meet the needs of the market only in line with the market channels, promotion and other conditions are likely to form before the integration of a new competitive edge. Third phase, from early 2002 to the present, another boom in the industry, at this stage where the industry’s market capacity has continued to expand, foreign brands have entered China, the level of competition is becoming more intense; in order to adapt to fierce competition, product th