“剑走偏锋”，中国零食卷去东南亚

Core Viewpoint - The article discusses the increasing trend of Chinese snack brands, represented by Wangwang, expanding into Southeast Asian markets due to the competitive domestic market. The region is seen as a promising opportunity for growth, with a focus on localizing products and distribution channels to cater to consumer preferences [1][2][7]. Group 1: Market Expansion - Wangwang invested RMB 138 million in a business jet to facilitate more frequent travel to overseas markets, highlighting its commitment to international expansion [1]. - In the fiscal year 2023, Wangwang's overseas business grew by double digits, with revenue from the rice snack category reaching RMB 5.977 billion, accounting for approximately 20% of total revenue [1]. - Other Chinese snack brands like Qiaqia, Jinzhai, and Panpan have also established a presence in Southeast Asia, with Qiaqia's Thailand subsidiary contributing RMB 400 million in revenue in 2023 [4][5]. Group 2: Market Characteristics - The Southeast Asian snack market is projected to reach USD 13.1 billion by 2029, with a compound annual growth rate (CAGR) of 10.60% [5]. - Different countries in Southeast Asia exhibit unique market characteristics; for instance, Thailand's snack market was valued at THB 105.2 billion (approximately USD 3.04 billion) in 2023, with a CAGR of 7.16% expected until 2028 [12]. - The Thai health snack market was valued at THB 28.3 billion (approximately USD 850 million) in 2023, showing a growth rate of 11.3% [12]. Group 3: Entry Strategies - Chinese snack brands are adopting varied entry strategies based on market maturity; brands like Xu Fu Ji and Three Squirrels are entering mature markets like Thailand and Singapore, while others like Ganyuan are targeting emerging markets like Vietnam and Indonesia [13]. - The choice of product categories is also strategic, with brands introducing unique offerings such as spicy strips and konjac snacks, which are relatively unfamiliar to local consumers [13][15]. Group 4: Distribution Channels - The article emphasizes the importance of distribution channels, noting that traditional retail channels, such as community stores, play a significant role in Indonesia, where 80% of consumption occurs outside modern retail [25]. - Successful brands like Aice have thrived by innovating their distribution strategies, focusing on community stores rather than competing directly with established international brands in modern retail [20]. - The dominance of convenience stores like 7-Eleven in Thailand and Indomaret in Indonesia highlights the need for brands to navigate local retail landscapes effectively [24][26]. Group 5: Compliance and Localization - Compliance with local regulations is crucial for market entry, with Thailand requiring FDA certification and Indonesia mandating BPOM certification for food products [38]. - Localization of products is also essential, with brands adapting flavors and ingredients to meet local tastes, such as Xu Fu Ji's durian-flavored candies and Qiaqia's coconut-flavored seeds [39][40]. - Establishing local supply chains is necessary for reducing production and transportation costs, as seen with brands like Salted Fish, which has set up multiple processing facilities in Southeast Asia [40].