从“制造”到“品牌” 糖果企业的升维之路

Core Insights - The Chinese food industry is at a critical juncture for high-quality development, transitioning from "Made in China" to "Chinese Brands" is a pressing issue [1] - The forum highlighted the release of a report on the transformation of the candy industry, providing new strategies for upgrading [2] Industry Growth - The overall scale of the leisure food industry is projected to grow from 784.5 billion yuan in 2020 to 1,009.3 billion yuan by 2024, with a compound annual growth rate of 6.5% [2] - The share of candy and chocolate within the leisure food sector is expected to decrease from 15.2% in 2020 to 14.5% in 2024, although absolute growth continues [2] Innovation and Collaboration - The report emphasizes the integration of food industry with cultural and creative sectors, suggesting that collaboration with cultural IPs can enhance product value, with premium rates for co-branded products reaching 40%-60% [2] - The partnership between candy companies and popular cultural IPs, such as the collaboration with the game "Black Myth: Wukong," is expected to drive market growth by 30% [2] Market Dynamics - The rise of instant retail, particularly through platforms like Meituan, has led to significant growth in the leisure food category, with monthly orders for a popular snack brand reaching nearly 2 million [3] Health and Technology Trends - The industry is focusing on health and digital transformation, with innovations aimed at reducing salt, sugar, and oil content in products [4] - Smart processing equipment is being developed to enhance automation and efficiency in food production [4] Cultural Heritage and Modern Demand - Traditional brands are integrating intangible cultural heritage with modern consumer needs, exemplified by the Ma Dajie brand's low-sugar products that meet health demands [5] - Xu Fu Ji Group emphasizes continuous R&D investment, amounting to nearly 200 million yuan annually, to foster innovation while preserving cultural heritage [5] International Expansion - Companies face challenges in international markets, including regulatory barriers and differing consumer preferences [6] - Xu Fu Ji has achieved consecutive years of overseas market growth, expanding its products to over 60 countries [7] - Wang Wang Group's international strategy includes establishing local operations, with products now available in 64 countries [7] - The establishment of overseas factories is crucial for localizing operations and penetrating global markets [7]