Future Development trend of Leisure Food Industry

In recent years, with the development of our national economy and the improvement of residents' consumption level, people's consumption patterns have become increasingly diversified and leisure, and snack food has become the first choice in the daily food consumption of Chinese people. However, no matter how the industry changes, it is inseparable from the adaptation to the consumer market. Only in this way can the industry become stronger and have vitality.

1. The inevitable trend of taste innovation.

Taste innovation is the first element. If the taste of a product is not good, it is difficult to meet the consumer demand, no matter how the enterprise promotion will be difficult to see the effect. Only by keeping pace with the development of market demand and timely developing new product tastes, can the enterprise's products be in an invincible position.

In the report on Investment Analysis and Prospect Forecast of China's Snack Food Industry from 2016 to 2020, CIC consultants pointed out that snack food companies can seek breakthroughs in the following aspects:

First, the taste is diversified and serialized. The needs of consumers are increasingly diversified and personalized, especially the taste of food, single taste of snack food will be difficult to meet the needs of the majority of consumers. After an in-depth understanding of the consumer needs of consumers, snack food enterprises further subdivide the target consumers, and according to the different needs of consumers, boldly carry out product innovation, expand the existing product line, and introduce diversified tastes and personalized packaging. For example, potato chips, a representative category of snack food, have successfully developed barbecue flavor, tomato flavor, cheese flavor, original flavor and so on.

Second, regional taste improvement. The regional characteristic taste has a certain regional nature. in order to cater to the different taste preferences of consumers in different regions, snack food enterprises can adjust and improve the products with characteristic tastes that are popular in a region, and then push them to the national market to adapt to the taste characteristics of the masses. For example, the popularity of Chongqing characteristic snack food, leisure bean curd and other products are the result of the improvement of regional taste.

The third is the increase of compound taste. Consumers' taste consumption is more and more inclined to compound, more and more tend to taste different tastes at once, and the choice of taste also tends to be compounded. More and more snack food manufacturers make multiple integration of various tastes. Through technological innovation to achieve the compound taste, this innovation is also very popular among consumers.

2. The development trend of product packaging

In order to meet the consumption needs of consumers on different occasions, various snack food manufacturers should differentiate and subdivide the target consumers, and design product packaging of different specifications, such as small packaging for personal consumption, large packaging for many people to share, gifts for others, and so on.

Among them, the most prominent performance is the emergence of independent small packaging, which not only caters to the needs of consumers for snack food, health and convenience, but also provides enterprises with a marketing opportunity for packaging to sell in bulk, so that the volume of products originally keen on bulk sales can be improved through small packaging, which not only improves the profits of enterprises, but also meets the market demand.

Such as hand-torn beef is the first in the industry to launch Kraft paper bags and cloth bag packaging, novel appearance, strong practicality, not only access to national patents, but also environmentally friendly, exquisite, recognized and favored by high-end consumers.

3. The development trend of marketing mode.

(1) Brand strategy

First, the star endorsement strategy to establish a brand image. Snack food manufacturers mostly pay attention to the promotion of celebrity endorsements, hoping to raise the attention of consumers with the help of the popularity and appeal of stars, attract the attention of the industry, and quickly enhance product awareness driven by the influence of stars. strengthen the brand influence and image of products, and successfully lead the trend of snack food consumption. For example, Kobi uses Jay Chou's endorsement, which leads to a lot of popularity among his fans. On the other hand, Panpan French buns are represented by Jiang Wenli, who successfully deduces French buns or Panpan Hao.

The second is the cultural endorsement strategy, which successfully starts the market. At present, there are two most outstanding brands of snack food in China: one is Wangwang, and the other is Xu Fuji, both of which use Chinese traditional festivals and blessing culture for brand marketing and seize the Spring Festival as a golden sales season for promotion. Take Wangwang as an example, all of Wangwang's advertisements revolve around the Chinese people's desire to be prosperous, promote them during the New year, firmly grasp the mentality of the common people in giving gifts, and successfully pry the Spring Festival gift market. it also opened a precedent in the cultural marketing of leisure food.

(2) Innovation of channel model

In order to resist product homogenization, snack food can be effectively distinguished from other competitive products by means of brand personality differentiation, product core demand differentiation, distribution channel differentiation and so on.

At present, the circulation channel of snack food is still relatively simple. The main places for snack food sales are still supermarkets and chain snack food stores, followed by food stores, convenience stores and so on. At present, building a strong marketing platform and strengthening the brand creation of the marketing platform have become a new demand for the development of the snack food industry.

Leisure food enterprises can develop new sales channels according to the characteristics of leisure products, such as baked food can develop leisure restaurants, teahouses, cafes and other catering terminals to sell, or through the Internet to carry out product sales activities on the platform of e-commerce, or go deep into high-end communities to increase the attention of target customers.

For example, a honey company in Hangzhou has achieved a sales breakthrough through intensive cultivation of this channel in the community. What they do is to assign three living areas to each salesperson, and set up tables for community sales in daily life around the clock every morning and evening, because the products are fresh and of good quality, and the price is cheaper than that of the store. with the advantages of good service attitude and familiarity for a long time, a stable consumer group was soon formed.

(3) Multi-party integration and promotion strategy

Now the spread of snack food is omni-directional, online and offline integrated communication is more and more, multi-faceted coordination has become the trend of market operation. Print media promotion based on TV product advertising, combined with broadcast media and terminal POP design and posting, but also combined with short message interaction, online game implantation interaction and other operations, integrated promotion is about to emerge, excellent manufacturers are mostly good at many aspects of integration and promotion, in order to achieve a rapid breakthrough in the market. For example, from August 2006 to February 2007, Panpan Food and Tencent QQ Game jointly launched a prize landlord area to gather popularity with leisure games and competitive clubs, and combined with offline product activities to create a classic case of integrated promotion of snack food.

Small and medium-sized enterprises with limited funds can not adopt the model of endorsement of large-scale advertising stars, so they can seek novel ways to promote products. In addition to terminal promotion means, through cooperation with the media or websites, direct contact with target consumers in the way of on-site activities is also a better way of promotion.

In brand promotion, snack food enterprises should focus on cultivating their own unique brand personality, which is the only shortcut to seize the mental resources of specific target consumers. At present, more and more enterprises tend to develop personalized products and create personalized brand image to meet the needs of consumers for brands that can express their personality. Personalized brand should be molded by a variety of means, and corporate responsibility can be expressed by public relations.

4. the development trend of competitive strategy.

Due to unhealthy eating habits, obesity caused by excessive intake of high-calorie, high-fat foods and insufficient exercise, especially childhood obesity, has become the focus of attention in urban families. the relationship between snack foods and obesity has also attracted more and more attention. Therefore, the development of healthy and functional food will be the mainstream trend of the snack food market in the future.

As the entry threshold of snack food is relatively low, the competitive strategy adopted by many enterprises in promotion is often to follow the strategy, follow the competitors in the products, and form differences with the competitors in advertising. With the help of competitors to cultivate a mature market, successfully put their own products into the market. For example, crayon Xiaoxin imitates and follows Heinshiro to successfully build his own market. And Abili uses Huang Xiaoming's endorsement to appeal for happiness. I define potato chips as Abby, which well follows Lele and Kobik, confusing market perception.

It can be said that imitation has spread throughout the industry, effective imitation for many enterprises to reduce the cost and time of marketing, while helping enterprises successfully enter the market. But this kind of following and imitation works in the short term and loses its competitive advantage in the long run.

5. The changing trend of market structure.

In the report on Investment Analysis and Prospect Forecast of China's Snack Food Industry from 2016 to 2020, CIC consultants pointed out that the food industry has entered a stage of perfect competition, corporate profits are becoming more and more average, industry integration and market segmentation are about to be completed. Therefore, snack food enterprises should seize the opportunity, develop their strengths and circumvent their weaknesses, and find a way of rapid, healthy and sustainable development through new product development, brand building and market expansion, and through differentiation strategy.

The changes of snack food industry are mainly reflected in the subdivision and extension of consumer groups, the development of new products, and the marketing model of keeping pace with the times.

In terms of competition structure, with the increasing number of imported food and terminals, the competition of snack food in China will face the competition between imports and locals in the future. For local enterprises, the estrangement and struggle between regional sections are also inevitable.

From the perspective of the crowd, the population of snack food will be more and more subdivided in the future, such as low age, white-collar, and crowd specialization, and more and more products will be developed for children, white-collar workers, middle-aged and elderly people, and pregnant women. The span of the consumer population will also become larger and larger.

From the perspective of channel structure, the traditional distribution model in the past will gradually turn to the modern sales model. In the past, the channel structure based on traditional channels will gradually become a structure that attaches equal importance to both traditional channels and modern channels. Enterprises need to walk on two legs: on the one hand, they should use modern circulation to do a good job in brand and profit management, on the other hand, they should also make good use of traditional channels to do a good job in sales and product market share.

In terms of marketing mode, more OEM models will be born in the future. Enterprises will make use of their own brands and market advantages to make up for the lack of production capacity and enrich their existing product lines by looking for substitute processing enterprises. will be paid more and more attention by snack food enterprises.