休闲食品业从打价格战转向综合实力竞争

Core Insights - The snack food industry is undergoing a significant transformation, shifting from price wars to competition based on comprehensive strength and product quality [1][6][7] - Leading snack brands are focusing on product innovation, supply chain efficiency, and brand marketing to build a competitive moat characterized by "product innovation + cost leadership" [2][4][7] - The trend of low-priced snack combinations, such as 9.9 yuan packages, has attracted price-sensitive consumers, but has also led to a decline in overall product quality perception [2][3] Industry Trends - The price index for food categories has been consistently below the baseline of 100 since July 2024, indicating a year-on-year decline in food prices [2] - The competition focus has shifted from low prices and scale expansion to enhancing brand comprehensive competitiveness, with an emphasis on high-quality products and consumer experience [6][7] - The industry is witnessing a wave of domestic snack brands exploring overseas markets, particularly in Southeast Asia, as a strategy to break the price competition [4][7] Product Innovation - Leading brands are introducing innovative flavors and product forms, such as unique nut flavors and healthy candy options enriched with nutrients [3] - The introduction of differentiated products, like antibiotic-free quail eggs, showcases the industry's commitment to quality and innovation [4] - Brands are increasingly emphasizing the use of high-quality raw materials and healthy production processes in their marketing strategies [3][4] Brand and Market Strategy - The shift from discount wars to refined brand management reflects a broader trend in the snack food sector, where companies are focusing on creating emotional value for consumers [6][7] - Companies are planning to enhance their supply chain advantages and digital capabilities to balance scale and efficiency in the long term [7] - The focus on product quality control is becoming a fundamental requirement for snack producers, ensuring that high-quality products reach consumers [7]