近三年间，徐福记的产值稳步增长，产值年均增长达到了8%，2024年更是实现两位数的突破。徐福记 品牌总经理蔡典儒介绍，以消费者为中心，创新致胜，是徐福记品牌的核心策略，当前，徐福记有超过 150人的专业研发队伍，连续12年研发投入年均近2亿元；徐福记着力建设智能工厂，大大提升了企业的 产能。 南方都市报联合招商银行东莞分行，开展"金融活水润莞企，有招有为创未来"深调研专题，本期走进东 莞徐记食品有限公司，探索知名零食品牌"徐福记"畅销数十年背后的秘密。 近三年产值年均增长达8% 连续12年研发投入年均近2亿元 熊博士营养软糖、星厨系列饼干、低GI沙琪玛……今年一季度，徐福记在成都举办新品战略发布会， 系列迎合健康化消费趋势的新品引人注目。徐福记曾依靠新年糖走红海内外，成为消费者家喻户晓 的"年味记忆"，立足东莞三十余年，现如今发展成为"零食王国"，产品款式接近800个，日产能超过 1600吨，服务超200万家终端门店…… 作为家喻户晓的国民经典零食品牌，提起徐福记，最广为人知的便是"新年糖"、绵软松甜的沙琪玛、酥 松绵密的凤梨酥……作为"糖果大王"，徐福记的每一款产品都是舌尖的年味记忆。目前，徐福记主要生 产 ...

Core Viewpoint - The acquisition of Xu Fu Ji by Nestlé marks a significant strategic move, as it aims to transform Xu Fu Ji into a "national classic snack brand" amidst declining candy consumption trends in China [2][18]. Group 1: Acquisition Details - On March 3, Nestlé announced the acquisition of the remaining 40% stake in Xu Fu Ji, achieving full ownership after previously acquiring 60% for $1.7 billion in 2011 [2][5]. - Xu Fu Ji has been a dominant player in the Chinese candy market, achieving sales of over 1 billion yuan in 1997 and maintaining a leading position in the market since [5][7]. Group 2: Market Context - The candy market in China has been experiencing a decline, with traditional candy sales dropping by an average of 11.6% annually from 2019 to 2023 [13]. - The overall candy market growth has stagnated, with a compound annual growth rate of only 2% from 2016 to 2020, and a decline in production from 352,000 tons in 2016 to 288,000 tons in 2018 [15]. Group 3: Brand Transformation - Nestlé aims to leverage Xu Fu Ji's extensive distribution network to penetrate the growing snack market, which contrasts with the declining candy sector [18][19]. - Xu Fu Ji has already begun diversifying its product offerings beyond traditional candies, including snacks like nuts and cakes, to adapt to changing consumer preferences [21]. Group 4: Consumer Behavior - The perception of Xu Fu Ji as a "candy king" persists, with Nielsen data indicating a market share of over 30% in bulk candy sales [10]. - However, the cultural significance of candy during festivals like the Spring Festival is diminishing, leading to a decline in its consumption as a gift item [12][14].