How to become a strong brand in China's Canned Market

 At present, the annual per capita consumption of canned goods in the United States is about 90 kilograms, Western Europe is about 50 kilograms, Japan is 23 kilograms, and China is only 1 kilograms. This shows that China's Canned market has not really started.With the acceleration of people's pace of life, the demand for convenience, delicious, nutritious, safe and healthy food is increasing day by day. Canned food can satisfy people's consumption demand very well, so canned food has a very large market development space in our country.

    In order to more accurately understand the consumption demand, competition situation and potential market opportunities of canned food, Beijing precision planning made a special and in-depth market research on canned food in Beijing in from March 20 to 23, 2009.According to the professional design of the questionnaire and the scientific quotas on the sex and age of the visiting consumers according to our company's market research department, 306 consumers of the canned food and potential consumers were interviewed, of which 53.5% were women, and the male accounted for 46.5%.. According to the principle of statistics, the confidence level of the survey was above 96%.It is fully in line with the accuracy of market research.

    At the same time, as the most professional market research and integrated marketing planning agency of the food industry in China, Beijing precision planning will produce 50 yuan from the company budget in the next 50-60 years or so from August 2008 to July 2010.The needs research, sales channel research, competition situation investigation and industry research will be able to achieve a more accurate grasp of the potential consumption needs and market conditions of each food category.We will also publish some research results of various food categories in the form of research reports, which will be published on the website of the successful marketing think tank of our company's website, as well as on major food websites and other related food media, so as to share with the general food enterprises.

    The following are some of the main conclusions of this survey on the canned food market in Beijing:

    There is no best brand in the canned Market

    When the interviewer asked the consumers what the best canned brand you are, the survey results are also somewhat beyond our expectations.The consumers surveyed agreed that there was no best brand in the canned goods market, and consumers generally had a low awareness of canned goods.

    There are dozens of different kinds of canned brands sold in Beijing supermarket, not only these well-known canned brands, but also more small and medium canned brands.But no matter it is a well-known canning brand or a small and medium-sized canning enterprise, it has not formed the image of the best canning brand in the hearts of consumers.This is both an opportunity and a challenge for canned food enterprises.The so-called opportunity is that the canned market is not as competitive as the instant noodles and liquid milk market.The canned market is still in a state of complete competition, and no leading brand or even a particularly strong brand has enough opportunities for almost all canned enterprises.The so-called challenge refers to consumers'low brand loyalty to canned products. Canned enterprises must face more challenges if they want to become a strong brand in the market.

    Canned products are very low at present

    In recent years, canned food is not "fresh", "non-nutritional", "containing preservatives" and other misunderstandings shrouded and faded out of the domestic consumer's sight.In particular, most domestic canning enterprises have been keen on the international market in recent years. In terms of product positioning and sales, there is a vacuum in the domestic canned market, and the counterfeit and inferior products are flooding.

    The survey showed that the highest proportion of consumers who had eaten only 1-2 cans in the past six months reached 34.9%; in the past six months, the number of consumers who did not eat cans ranked second in the consumer choice, the ratio was also as high as 27.5%.. In the past six months, consumers who had eaten 3-4 bottles of cans accounted for 11%, and had 5-6 bottles and cans.Head accounts for 12.8%, 7-8 cans of food accounted for 7.3%, consumers who ate 9-10 bottles of cans accounted for 2.8%, consumers who had eaten 10 bottles of cans were only 3.7%. or above, and the survey data showed that the consumption of canned products was very low.Canning enterprises only let consumers know that canned food is safe, healthy, delicious and convenient to promote the purchase of consumers, and gradually increase the market capacity of canned products.

    More than 70% of consumers like to eat canned fruit

    In all canned products, the market demand for canned fruits is the largest, and the ratio of consumers who like canned fruits is 70.9%, far more than other canned products.The percentage of canned meat consumers who preferred canned meat was 14.5%, ranking second in the category of canned meat consumers preferred.Canned seafood and canned vegetables account for 5.5%. of consumers' choice respectively. Only consumers who like to eat canned poultry can only see that consumers can enjoy the highest level of canned fruits in the canned industry, followed by meat cans. 1.8%.The market demand of food enterprises producing these two kinds of cans is much larger than that of other canned products.

    Consumers prefer canned peaches, oranges and pineapples

    The survey results showed that consumers' favorite canned fruit was peach, accounting for 24.9% of the selection rate; followed by canned oranges accounted for 21.1%; ranked third, pineapple accounted for 16.2%., followed by canned pears accounted for 11.9%, canned strawberries accounted for 11%, canned litchi accounted for 6.4%, canned sweet potato accounted for 3.7%, and other canned fruits accounted for only a total of consumers.Peaches, oranges and pineapples are the three canned fruits consumers prefer.The survey data can provide reference for canned fruit food enterprises, especially small and medium-sized canned fruit food enterprises to plan product lines.

    Good taste is the primary reason why consumers like canned fruit

    The main reason consumers like to eat canned fruit is that the taste of canned fruit is good, which accounts for 77.5% of the consumer choice rate. Other reasons such as nutrition, desserts, fruits, fire and other reasons account for only a percentage of 22.1%.. Most people who eat canned fruits often feel that canned fruits are often more draught than direct draught.The fruit tastes a lot better.For example, canned fruit syrup is made by grading, peeling (or core), trimming (sliced or split), sorting and other processed fruit canister, adding canned products of different concentrations of sugar water.Canned fruit such as orange, pineapple and litchi.Good taste is almost the only reason consumers like canned fruit.

    Consumers'main concern about canned fruit is that the product is not fresh.

    The primary concern for consumers to eat canned fruits is that they are worried about whether the product is fresh or not, which accounts for 40% of the consumer choice rate; the quality of fruit canned products accounts for 28%; the consumers who worry about the hygiene of the products are 16%; the percentage of preservatives in the canned fruits is 10.7%; the proportion of consumers with other concerns is 5.3%.From the survey results, we can see that consumers worry about the overall quality of canned fruit, and to a large extent affect the frequency of consumers buying fruit canned products.

    In fact, the long-term preservation of canned food mainly depends on vacuum, sealing and sterilization.Food into canned bottles, after exhaust, in a vacuum state, resulting in anaerobic environment, the container is completely sealed, fully sterilized under high pressure conditions.Therefore, canned food can be preserved for a long time without any preservatives.

    Nowadays, most canning enterprises generally use low temperature sterilization technology.Low-temperature sterilization helps to improve the taste and quality of canned fruits. Canned products do not contain preservatives.The main reason for the above misunderstanding is that the brand communication work of the canned enterprises is not in place, and it is far from enough to guide consumer demand.On the basis of professional consumer market research, formulating professional brand strategy and market strategy is the precondition and future market opportunity for canned food enterprises to strengthen brand and expand the market.

    21-40Age is the mainstream consumer group for canned products

    It is generally believed that the main consumers of canned goods are children, women, especially pregnant and lying-in women, and the elderly.But the survey of canned goods consumers and potential consumers shows that 21-40 years old is the mainstream consumer group of canned goods.It is not difficult to see from the above chart data, although 34.9% of consumers believe that canned products are suitable for all age groups of consumers to eat.But in addition, it is considered that canned products are more suitable for consumers aged 21-30 to eat the most, accounting for 23.6% of the selection rate, followed by 31-40 years of age 16%, two items up to 39.6%., and canned products that are more suitable for the elderly over 60 years old, accounting for 9.4%, more suitable for 41-50 year old consumers to eat 7.5%, more suitable for consumption at the age of 11-20.Those who eat 3.8%, are more suitable for 51-60 year old consumers to eat only 2.8%, and more suitable for children under 10 years of age to choose the ratio is only 1.9%.. We do not deny that children, women, pregnant women and the elderly are canned products, especially the important consumers of canned fruits, but the above survey data show that 21-40 year old consumers are jars.The mainstream consumer groups of head products, of course, also include women and pregnant and lying-in women.

    The most suitable 7.1-11.0 yuan for each bottle of meat can be priced.

    Through a questionnaire survey of consumers of canned meat, we found that consumers do not consider the retail price of canned meat at 7.1-11.0 yuan most suitable without considering the weight of canned products.Among them, the consumer ratio of 7.1-9.0 yuan is the highest, reaching 26.2%, followed by the choice of 9.1-11.0 yuan for 25.2%., accounting for 19.6% of the price of each bottle of canned meat at 5.1-7.0 yuan, 16.8% below the 5 yuan, 8.4% of the 11.1-13.0 yuan, and the lowest consumer price ratio of 13 yuan is 3.7%..It can be seen that the best price for each bottle of canned meat products sold in Beijing market is 7.1-11.0 yuan.

    The most suitable 3.1-7.0 yuan for each bottle of fruit can be priced

    In this market research, the precise planning has also done a consumer test on the price positioning of each bottle of canned fruit.The survey shows that consumers think that the price of each bottle of canned fruit is most suitable for 3.1-7.0 yuan, far lower than that of consumers' acceptance of 7.1-11.0 yuan per bottle of canned meat.The ratio of consumers choosing 3.1-5.0 yuan is obviously higher than that of other price ranges, reaching 42.3%; that is, that consumers of each bottle of canned fruit at 5.1-7.0 Yuan account for 25% of all respondents; 3 yuan is chosen below 16.3%; 7.1-9.0 yuan is 10.6%; the lowest consumer choice rate is 9.1-11.0 yuan only 5.8%..Fruit canning enterprises to formulate a price strategy suitable for consumer demand provides the necessary market basis.

    The main shortcomings of the existing canned meat products are quality problems, not fresh and difficult to open the lid.

    The survey shows that consumers think that the shortage of existing meat can products mainly includes three aspects: first, the quality of canned meat products; two, the product is not fresh; three, the canned meat is difficult to open.As shown in the picture, the consumers who think that the quality of products is the most accounted for 27.1% of the respondents, followed by 23.7% of the customers who think the meat cans are not fresh, and the proportion of consumers who think the canned products are difficult to cover is 18.6%. The above three ratios reach 69.4%. in addition to the above three items.The shortage of canned meat products also includes 10.2% of the bad taste, the high price, the fear of product hygiene and other deficiencies, which are 5.1% respectively. The consumers who think that the meat can is too single is 3.4%, and the consumers who think that the products are short of packaging are only 1.7%. These deficiencies are compared with those of the consumers in the first three shortages of the canned meat products.The choice ratio is low.

    It can be seen that the vast majority of canned meat manufacturers are still lack of effective communication with consumers.In fact, meat cans have many advantages over fresh meat products, such as good taste, nutrition and convenience. The production technology of canned meat is mature and the quality is guaranteed. Moreover, the opening of meat can is very convenient.The survey results also show that the market competition barrier of canned meat is small, there is a huge opportunity for brand promotion.Who can accurately understand consumers' consumption psychology, consumption habits, consumer concerns and potential consumer demand for meat canned products, seize the strength of competitors, carry out accurate brand communication and effective market promotion, and who will have more opportunities to become a strong brand in canned meat market.

    Marketing suggestions for canned food enterprises in China

    In China, the canned food market, whether canned fruit or canned meat, has not yet led the brand. To some extent, there is not even a strong brand in the consumer mental resources.The canned market is still in a state of complete competition. The opportunities for large canned enterprises and small and medium-sized canned enterprises are basically equal. As long as the brand strategy and market strategy are precise, it can completely break the existing brand and market structure, and become a strong brand in canned market in a short time.In this precise planning to become a strong brand in the Chinese canning market canning enterprises put forward the following marketing proposals:

    1On the basis of accurately understanding consumers'potential demand for canned products, we should take the lead and occupy a favorable market position.

    2Through brand communication, gradually establish the brand image of canned experts in the hearts of consumers and form brand barriers.

    3Although children, women, pregnant women and the elderly are important consumers of canned fruits, the target market of canned products should first be targeted at the mainstream consumer group aged 21-40.

    4In the canned fruits or canned meat products, we have developed 1-2 kinds of flagship products approved by consumers, supporting the elevation of the brand and stimulating sales of other products.

    5First of all, the taste of the product should be like to eat, the employees of the enterprise like to eat, taste good to form a repeat purchase.

    6For canned brands sold in Beijing market, the best price is 3.1-7 yuan per bottle of fruit, and 7.1-11 yuan per bottle of meat.

    7In the brand dissemination and marketing promotion, we should introduce the production process and process of canned products to consumers, so as to dispel their worries about eating canned products.

    8To become a strong brand in the canned market, enterprises eventually need to produce two canned products such as canned fruits and canned meat at the same time, becoming the leading brands of these two important canned goods markets.

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