糖果行业品牌现状（Candy industry brand status）.doc

糖果行业品牌现状（Candy industry brand status） 1. confectionery industry status Throughout the candy industry, the overall market demand in a slow upward trend, but the statistics from the market in recent years growth results showed that the growth rate decreased 08, the annual growth rate of about 10-12%, while the 07 annual growth rate of around 13-15%, 08 years more than 07 years of low 3-5 points. Each candy brand relies on its category advantage area and occupies the niche market, at present still has not had the comprehensive superiority leading brand, only in the candy market segmentation domain, each takes the lead. Such as candy represented by Xu Fuji; in toffee as the representative of the rabbits (due to the melamine incident of 08 years, a decline in performance, but in 09 years, the market has gradually picked up.) As the representative of the Alps; with candy; to function as the representative of the candy Yake V9; to gum as the representative of the green arrow....... Is the candy industry of this category of continuous subdivision and extension of the competition trend, the candy industry has changed from the traditional hard candy, candy, candy, candy category area partition, gradually transformed, expanded to more segments of the functional candy (rich in vitamin), gum and other emerging leisure candy category. In the category continues to subdivide the trend, the candy industry presents the following characteristics. 1) first of all, the brand competition in the candy industry has increased year by year, and the brand investment in confectionery enterprises has increased year by year. Secondly, the leading brands in the subdivided category have been constantly challenged by the followers. 2) in the face of changes in the consumer demand for confectionery market and the diversification of leisure food development, it will inevitably lead to a decline in the market share of traditional confectionery, Confectionery companies, based on traditional confectione