Canned fruits, malt cream and Sun God oral liquid constitute the childhood memories of our generation. With the improvement of material level, the diversification of products, and the change of consumption concept, the gift basket has been replaced by a wide range of fresh fruits, a variety of nutritional and health products. Obviously, the function of cans as gifts has been changed. All gone.

 

From the development of canned food in China, it seems that it has completed the life cycle of a product, but has it really fulfilled its historical mission and reached the end of the life cycle?

 

According to the annual per capita consumption of canned food, the United States is 90 kg, Western Europe 50 kg, Japan 23 kg, while China is only 1 kg. From the above data can be seen that the domestic canned market in fact contains great potential, so canned must have its own second life. Then what kind of way the second life of canned goods will appear, and how can canned goods be welcomed as the second spring of canned goods production enterprises, so that the spring of life will come ahead of time, is the main topic of this paper.

 

"Create new products and expand new markets"

 

Because of the common consumers'misconception of canned food and the vigorous development of substitutes such as leisure food, the development space of domestic industry is becoming smaller and smaller. Canning enterprises also turn to the foreign market to do OEM in order to survive, giving up the intensive cultivation of the domestic market, and the correct communication with consumers, so some fake and inferior products. The market for canned food has shrunk due to the vicious circle of products entering the market, which has deepened the misunderstanding among consumers.

 

Today, the financial turmoil sweeping the world, canning companies have to look again at the domestic market, but found that the market has been tragic, dare not venture into. Therefore, the development of canned food is no longer a business, but the whole industry needs to think about.

 

To change the status quo of the industry, first of all, we need to change the consumers'inherent perception of cans - - unsafe, not fresh, containing preservatives, etc., before we can rebuild the domestic canned consumer market. However, attempts to change consumers'inherent perception, especially bad perception, are costly and difficult to achieve in the short term.

 

The best way to rebuild the market is to create a brand new category in the hearts of consumers, and to open up a blue sea market, which must be clearly separated from the original category. No brand effort can revive, or even make no sense, the canned food market until it is established and consumers have a correct understanding of it.

 

"Positioning of new products - convenience food"

 

The location here is not the positioning of the market, but the classification of products in the minds of consumers. I classify products in two ways, one is based on the basic attributes of the product classification, such as food into biscuits, bread, jelly, beverages and so on; the other is non-basic attributes classification, but according to consumer habits, consumer objects and other different dimensions of classification, such as health products, leisure food, children Food, fashion food and so on.

 

Canned food can be divided into meat canned, seafood canned, fruit canned, vegetable canned and so on according to its basic attributes.

 

Only by clarifying the product classification can we find the real competitors and establish the competitive advantage of the category, can we formulate the correct marketing strategy. The channel strategy and promotion strategy of convenience food, leisure food and gifts are obviously different.

 

Through analysis, we positioned canned food as a sub-category of convenience food, the first is to cater to the current fast pace of life of consumers under the dietary needs; the second is that the existing convenience food to consumers is convenient but lack of nutrition, such as instant noodles, frozen products, and nutrition is the advantage of canned food.

 

Canned food is a nutritious convenience food.

 

"Finding the foundation of new products - culture"

 

The establishment of new varieties needs to be based on a certain consumer culture, otherwise such kind of products is untenable, such as milk based on a healthy consumer culture, Mengniu, Erie composed of the "China Dairy Capital" led by the green consumer culture makes it become a sub-category under the big category of milk. What should be the consumption culture of new products? We scan the shopping behavior of canned consumers and domestic consumers and find the answer.

 

Some data show that canned food is very popular in Japan, the United States, Europe and other developed countries with fast rhythm. It has become a part of daily life with the advantages of convenience and rapidity. In foreign countries, canned food is not an image, but a simple and quick way of life.

 

According to the relevant research, we find that the canned fruits are the most favorite canned food for Chinese consumers (about 70% of canned consumers). The main reason is that the canned fruits have a good taste, rather than the basic attributes of nutrition, health, safety and other products. These consumers lack product loyalty.

 

With the development of China's economy and culture, people's life style is changing constantly. More and more people are pursuing the concept of simple, healthy and green life. Therefore, canned food should become a representative product of the simple life style like foreign countries, and it has the following characteristics:

 

Consumer culture: quick and simple

 

Basic attributes: convenience,