3 6 Ke·2026-02-05 10:40Core Viewpoint - The "Duck Kings" in the marinated food industry, including Zhou Hei Ya, Jue Wei, and Huang Shang Huang, are facing significant challenges as consumer preferences shift, leading to declining sales and store closures. Group 1: Industry Performance - The marinated food industry is experiencing a slowdown, with the market size expected to reach 157.3 billion yuan in 2024, reflecting a drastic decline in growth rate to 3.7% compared to over 15% in previous years [17]. - Jue Wei is projected to incur its first annual loss, estimated between 160 million to 220 million yuan in 2025, marking a significant downturn for the company [1][2]. - The three major brands have closed over 5,300 stores in the first half of 2025, indicating a severe contraction in their retail presence [1][2]. Group 2: Company Strategies and Changes - Zhou Hei Ya has shifted its strategy by introducing lower-priced products, such as a 9.9 yuan "satisfying series," to attract younger consumers [29]. - Jue Wei has diversified its offerings by launching new product lines, including a series of snacks and a new cooking method called "first marinate then grill" [29]. - Huang Shang Huang has expanded its business model to include dining options, such as hot marinated dishes and rice, to reposition itself in the market [31]. Group 3: Consumer Behavior and Market Dynamics - Consumer preferences have shifted towards more affordable options, with the most common spending range for marinated food being 20-30 yuan, which contrasts sharply with the higher prices of the "Duck Kings" [19]. - New entrants in the market, such as local brands and snack giants, are capturing consumer interest by offering unique flavors and experiences, further challenging the established brands [25][23]. - The perception of the "Duck Kings" has deteriorated, with consumers viewing them as overpriced and lacking innovation, leading to a decline in brand loyalty [21][29]. Group 4: Future Outlook and Recommendations - To regain market share, the "Duck Kings" need to embrace significant changes, including refining their operations and breaking away from outdated consumer perceptions [28][35]. - Implementing a strategic reserve system for raw materials could help manage cost fluctuations, which is crucial for maintaining profitability [35]. - Focusing on closing underperforming stores and reallocating resources to high-potential locations will be essential for future growth [36].