醬油基礎(chǔ)知識中國醬油市場分析

1、醬油基礎(chǔ)知識中國醬油市場分析Content 內(nèi)容 Market Size and Segment 市場規(guī)模和細分 Soy Sauce Market Size 醬油市場規(guī)模 Soy Sauce Segment and Trend 醬油品類細分和趨勢 Consumer Consumption and Habit 消費者消費習(xí)慣 Purchase behavior 購買行為 Cooking Habit and Attitude 烹調(diào)習(xí)慣和態(tài)度 Brand Competition and Image 品牌形象和競爭 Market Share of Brands 品牌市場份額 Brand awarene

2、ss and Image 品牌知名度和美譽度 Key driver for overall liking ( sensory) 驅(qū)動喜好的主要因素(感官的)Market Size and Segment市場規(guī)模和細分MKT Size & Consumption市場規(guī)模和消費050001000015000200002500030000GZSHBJ020406080100120140Vol ( Ton)Val ( M RMB)年市場份額024681012GZSHBJ01020304050Vol ( L)Val ( RMB)年人均消費 調(diào)味品中最大的品類，滲透率達97% 上海以其眾多的人口和

3、成熟的餐飲業(yè)而成為最大的市場 北京每年消費醬油量最多，而廣州的人均花費最高。Soy Sauce MKT Structure 醬油市場結(jié)構(gòu)76.35.312.82.621.689.070.518.882.255.027.70.711.22.31.214.75.55.165.98.78.02.48.7BJSHGZBJSHGZ生抽生抽老抽老抽醬油醬油風(fēng)味醬油風(fēng)味醬油消費量消費量消費金額消費金額平均價格(元/升) 廣州 北京 上海生抽 5.9 7.4 5.9老抽 6.3 7.9 6.1醬油 10.0 3.6 3.4風(fēng)味 11.8 6.1 6.6 廣州以生抽為主 上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老

4、抽市場 北京也以普通醬油為主，預(yù)計也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場Segmentation of Soy Sauce 醬油市場細分 消費者給出的快速細分:Guangzhou 廣州廣州生抽生抽, 老抽老抽 & “蘸蘸”的的(Sheng chou, lao chou & dipping)Beijing 北京北京Sheng chou, lao chou & ordinary jiang you 生抽，老抽，醬油生抽，老抽，醬油 Cooking & dipping/ mixing 燒菜的，蘸燒菜的，蘸的的/涼拌的涼拌的Shanghai 上海上海Sheng chou

5、, lao chou & ordinary jiang you 生抽，老生抽，老抽，醬油抽，醬油By class 按等級按等級Guangzhou 廣州廣州By class 按等級按等級By taste 按口味按口味Shanghai 上海上海炒菜的炒菜的 & 沾的沾的/ 涼拌涼拌(Cooking & dipping/ mixing)紅燒的紅燒的 & 沾的沾的(Stewing & dipping)Beijing 北京北京By class 檔次檔次(Premium users高檔使用者高檔使用者)By acceptance level 可接受的可接受的水平水平

6、 (大眾消費者大眾消費者)其他細分準(zhǔn)則:Segmentation of Soy Sauce 醬油細分 醬油產(chǎn)品都以使用來細分 使用主要是指將醬油用作: 蘸/拌 炒菜(用法基于不同的烹調(diào)方法) 蒸 (GZ) 燉 (GZ, BJ) 紅燒 (SH) 腌(所有城市，主要在北京) 一般炒菜(所有城市)Segmentation of Soy Sauce 醬油細分Dipping 沾沾- 用于蘸魚，肉，海鮮，蔬菜，用于蘸魚，肉，海鮮，蔬菜，餛飩等餛飩等.- 食品可以是蒸過的或是煮過的，食品可以是蒸過的或是煮過的，口味較淡口味較淡- 火鍋火鍋- 廣州廣州: 白灼白灼, Steaming 蒸蒸- 在廣州最普遍在廣

7、州最普遍- 在廣州在廣州, 用最少的其他調(diào)味品，稱為清用最少的其他調(diào)味品，稱為清蒸蒸- 如如. 蒸魚蒸魚 ( 醬油通常在燒完后灑在表面醬油通常在燒完后灑在表面), 蒸雞蒸雞, 蒸肉蒸肉Mixing 拌拌 (SH, BJ), 撈撈 (GZ)- BJ, SH: 冷菜冷菜 (中式色拉中式色拉) 如黃瓜如黃瓜, 海蜇海蜇, 豬豬肉肉, 雞肉等雞肉等.-夏天非常普遍夏天非常普遍- GZ: 炒面，并與醬油和油相拌炒面，并與醬油和油相拌Segmentation of Soy Sauce 醬油細分Stir frying 炒炒- 通常是蔬菜炒肉通常是蔬菜炒肉- 肉可以是事先腌過的肉可以是事先腌過的- 很多家庭主

8、婦在炒蔬菜時基本上很多家庭主婦在炒蔬菜時基本上不加任何醬油不加任何醬油Braising (red stew, hong shao) 紅燒紅燒- 在上海非常大在上海非常大- 食物食物 (代表性的是魚和肉代表性的是魚和肉)將燒成半熟，將燒成半熟，然后加老抽，糖，等煮然后加老抽，糖，等煮15-30分鐘分鐘 (因因此叫紅燒此叫紅燒).Deep marinating 腌肉腌肉, 鹵鹵- 中式風(fēng)味的腌肉中式風(fēng)味的腌肉, 在北京很普遍在北京很普遍- 廣州廣州 鹵水肉，鹵水鴨等鹵水肉，鹵水鴨等 (但現(xiàn)在有專門但現(xiàn)在有專門的的鹵水汁可代替醬油鹵水汁可代替醬油 )- 通常需要較深的顏色通常需要較深的顏色Stewi

9、ng 燉燉, 燜燜- 和紅燒相似，但須更常的時間和紅燒相似，但須更常的時間- GZ: 燜燜 - BJ: 燉燉 - 希望有較深的顏色希望有較深的顏色紅燒/ 燉,燜 炒 冷菜/ 蘸/蒸 烹調(diào)方式烹調(diào)方式顏色顏色 口味口味 顏色顏色 口味口味 口味口味 顏色顏色包裝包裝玻璃瓶塑料瓶桶裝袋裝- 老抽 (SH/GZ)- 醬油 ( BJ)- 醬油 (SH/BJ)( 包括紅燒/黃豆)- 醬油 (SH/BJ)- 老抽(SH/BJ)- 醬油 (SH/BJ)(包括黃豆和紅燒)- 生抽 (GZ)- 醬油 ( BJ)- 醬油 (BJ)- 醬油 (BJ)- 生抽(GZ)- 生抽 (GZ/SH)- 醬油 ( BJ)- 風(fēng)

10、味醬油(SH) (- 包括宴會/辣味/蒸魚豉油)-海天/ 淘大-金獅- 淘大- 家樂- 淘大/寬- 海天- 家樂/老蔡- 老蔡/海鷗- 金獅-海天/之美齋 -Master/金獅-海天/ 李錦記-太太樂- 淘大-家樂-海天/ 淘大-寬更高檔醬油細分市場與品牌的聯(lián)系經(jīng)濟實惠發(fā)展趨勢-上海:- 普通醬油仍處主導(dǎo)地位- 逐漸向老抽和風(fēng)味醬油過度9.312.875.070.561.255.010.211.213.914.75.55.58.78.716.221.6SH01SH02SH01SH02生抽生抽老抽老抽醬油醬油風(fēng)味醬油風(fēng)味醬油量量金額金額Source :Consumer Panel結(jié)論和暗示結(jié)論:

11、市場巨大，每個地區(qū)由于烹調(diào)方式不同而具有不同的是市場細分整個品類向高檔產(chǎn)品發(fā)展，特別是上海，北京隨之暗示:必須重視的具有吸引力的市場每個地區(qū)的每個細分市場需要不同的策略 GZ:開發(fā)高檔產(chǎn)品SH: 開發(fā)老抽生抽以提高形象和毛利BJ: 為了品牌形象需要老抽生抽，但也得注重普通醬油市場以獲得市場份額消費者行為滲透率:- 基本上每個人都使用醬油，但因城市和細分市場而不同- 仍有空間提高生抽和老抽在東區(qū)和北區(qū)以及風(fēng)味醬油在各區(qū)的滲透率96.697.497.380100Soy SauceBJSHGZ93234913525484616911421020406080100Regular SSDark SSLi

12、ght SSFlavor SS66432251583171832061546020406080100Glass BottlePlastic BottleBarrelPouchBy Type of S. SauceBy Package of S. Sauce消費者的購買行為上海 每個家庭平均每年消費7.3L,34RMB的醬油, 用量較多的消費者為每年14.7L 購買頻率: 醬油每兩月一次, 老抽/風(fēng)味醬油每四月一次 普通醬油使用者也購買其他醬油 , 平衡高檔醬油和大眾化醬油,不同的烹飪方法是用不同的醬油每次購買,她們愿意花3元買普通醬油或者是風(fēng)味醬油, 但愿意花8元買老抽老抽通過提高滲透率獲得市

13、場份額, 但還有很大的空間繼續(xù)發(fā)展.同時, 醬油有著很高的滲透率, 但比去年有所減弱.Y01Y02%Y01Y02%Y01Y02%Y01Y02%Y01Y02%Penetration99.697.4-2.225.425.40.025.53537.393.190.9-2.445.247.85.8Loyalty19.719.70.036.534.1-6.678.173.4-6.019.520.23.6Annual consumption(Vol)7.67.3-3.91.61.60.02.92.6-10.36.15.5-9.81.61.60.0Annual consumption(RMB)33.633.

14、90.911.212.39.822.420.4-8.922.119.9-10.09.59.72.1# of purchase8.88.5-3.41.81.95.62.82.5-10.77.16.4-9.92.52.78.0Vol per purchase0.860.86-0.10.90.8-5.31.01.00.40.90.90.00.60.6-7.4Spending per purchase(RMB)3.813.994.76.26.54.08.08.22.03.13.1-0.13.83.6-5.5Dark S. SauceJiangyouFlavor S. SauceSS TypeSoy s

15、auce Light S. Sauce17.458.124.5生抽老抽風(fēng)味醬油機會機會:生抽和風(fēng)味醬油用生抽和風(fēng)味醬油用于冷菜于冷菜, 涼拌和蒸涼拌和蒸菜菜 購買頻率: 每兩月購買一次袋裝醬油, 瓶裝每四月一次, 桶裝半年一次. 先買瓶裝, 然后將袋裝醬油罐入瓶裝內(nèi), 然后買新瓶,在罐入 平衡方便和經(jīng)濟實惠 消費者愿意為買瓶裝而多付出 - 塑料瓶: 輕, 容易攜帶, 并比玻璃瓶便宜 - 玻璃瓶: 跟高檔/衛(wèi)生/安全 桶裝因方便, 經(jīng)濟實惠以及消費者忠誠度的提高而發(fā)展( 大包裝, 價格便宜) 但也有人擔(dān)心新鮮度的問題, 因為在家里會保存較長時間 Y01Y02%Y01Y02%Y01Y02%Y01Y

16、02%Y01Y02%Penetration99.697.4-2.275.171.2-5.231.130.7-1.359.158.3-1.449.551.23.4Loyalty66.163.6-3.847.950.14.631.831-2.520.822.37.2Annual consumption(Vol)7.67.3-3.95.35-5.74.14.34.92.52.4-4.01.51.713.3Annual consumption(RMB)33.633.90.916.615-9.623.726.612.211.211-1.814157.1# of purchase8.88.5-3.46.5

17、6.2-4.62.12.10.03.43.2-5.92.82.93.6Vol per purchase0.860.86-0.10.80.8-1.12.02.04.90.70.82.00.50.69.4Spending per purchase(RMB)3.813.994.72.62.4-5.311.312.712.23.33.44.45.05.23.4PackageSoy sauce PouchBarrelPlastic BottleGlass Bottle機會機會 1. 1 L 桶裝桶裝2. 玻璃瓶玻璃瓶, 高檔醬油高檔醬油40.715.144.2GlassBottlePlasticBott

18、leBarrel消費者購買行為 上海4.99.5108.116.377.374.576.370.470.864.78.49.710.711.19.912.35.84.86.85.17.113.412.2Heavy01Heavy02Medium01Medium02Light 01Light 02LIGHTDARK REGULARFLAVORED 53.66.88.61118.218.318.621.32120.719.618.31814.121.318.515.454.856.346.846.14611.614.8Heavy01Heavy02Medium01Medium02Light 01Lig

19、ht02POUCHGLASS BOTTLEPLASTIC BOTTLEBARREL200120022001200220012002by Income 3000 RMB 13414079839694by Family Size 1 + 2 6264778413112239490107109989941621601121166666 5 & + 179197120845373Heavy BuyersMedium BuyersLight Buyers 消費者的情況-上海 重度消費者, 占人口的20%, 但消費了總量的40%, 占金額的37% 那些收入中等和較低的重度消費者仍然傾向于買袋裝醬油

20、, 但與去年相比, 使用老抽和玻璃瓶裝醬油 中等和較低收入的中度消費者正向老抽和風(fēng)味醬油轉(zhuǎn)入, 從袋裝向桶裝轉(zhuǎn)換收入很低的 輕度消費者( 占人口的50%), 向玻璃瓶老抽/風(fēng)味醬油轉(zhuǎn)換重度消費者的消費行為上海 消費者比率消費者比率- 醬油種類醬油種類消費者比率消費者比率 包裝包裝15.80.53.40.60.42.56.79.314.71214.91343.77.24.57.22.21816.5135.69.92.715.79.1213.310.910.410.215.55.18.9HeavyMediumLightOTHERSALL 4 TYPESPOUCH + P.B. + BARRELPO

21、UCH + G.B. + P.B.P.B. + BARRELG.B.+ P.B.POUCH + BARRELPOUCH + P.B.POUCH + G.B.EXCL. BARRELEXCL. P.B.EXCL. G.B.EXCL. POUCH29.74.24.17.822.923.222.5313.711.614.711.18.27.35.11.811.110.53.910.55.73.823.224.9HeavyMediumLightOthersAllRegular + Light + FlavorRegular + Light + DarkRegular + Dark + FlavorRe

22、gular + DarkRegular + FlavorRegular + LightDark OnlyLight OnlyReglular Only 上海市場在不斷變化, 75% 的消費者會使用至少兩種種類和兩個包裝的醬油Consumer Purchase Behavior- BJ22.320.792.84.4LIGHTDARKREGULARFLAVORPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage Price2.32.29.41.5LIGHTDARKREGULARFLAVOR14.013.732.61

23、0.1LIGHTDARKREGULARFLAVOR2.31.97.01.9LIGHTDARKREGULARFLAVOR22.722.691.214.9LIGHTDARKREGULARFLAVOR5.96.13.46.6LIGHTDARKREGULARFLAVOR65.746.022.343.3G.B.P.B.POUCHBARRELPenetrationQB(Liter)/NBEXP (RMB) /NB# of PurchaseLoyalty RateAverage Price6.93.83.86.0G.B.P.B.POUCHBARREL26.314.111.423.7G.B.P.B.POUCH

24、BARREL6.02.94.42.8G.B.P.B.POUCHBARREL63.337.138.055.6G.B.P.B.POUCHBARREL3.83.73.03.9G.B.P.B.POUCHBARRELSoy Sauce TypeSoy Sauce PackageEach BJ Household consume 10L and spend 38RMB BJ is similar as SH, dominated by Jiangyou with high penetration and loyalty BJ is forecast to follow SH to upgrade to L

25、ight/Dark SS although very low penetration nowDifferent from SH, G.Bottle and barrel are much important than Pouch, even with JiangyouBeijinese has less purchase frequency compared to SH, and with higher volume per time ( 2 bottle/ pouch per time, 1 barrel per time) due to less convenient of shoppin

26、g environment compared to SH Opportunity for 1L bottle/ barrel不用翻不用翻Heavy consumer Purchase Behavior- BJ 82% heavy user are regular only or regular + light buyer 31% heavy user are glass bottle exclusive user, Medium user are more duplicate user, who like to try different type of SS, easy to upgrade

27、 to other% of buyer-Type of SS63.3169.812.46.616.49.379.25.455.765.6HeavyMediumLightOthersRegular + Light + DarkRegular + Dark + FlavorRegular + DarkRegular + FlavorRegular + LightDark OnlyLight OnlyReglular Only23.22.86.59.18.73.37.65.910.312.19.214.411.210.58.38.77.14.52.215.615.95.320.330.5HeavyM

28、ediumLightOTHERSALL 4 TYPESG.B. + P.B. + BARRELPOUCH + G.B. + P.B.G.B. + BARRELP.B. + BARRELG.B.+ P.B.POUCH + BARRELPOUCH + P.B.POUCH + G.B.Barrel OnlyPouch OnlyP.B. OnlyG.B. Only% of buyer - Package不用翻不用翻H/M/L User profile and What they use - BJ Soy sauce used by H/M/L user Heavy use use, 20% of po

29、pulation, but consume 50% of volume They are clearly skew to low income and big family, affordable is very important Regular soy sauce dominate heavy user basketMedium are more medium incomeLight are small familyMedium and light user are easy to upgrade to dark/ light soy sauceOpportunity:1. Target

30、Medium user first with Dark/light soy sauce in Barrel/G.Bottle to build image2. Sell affordable regular soy sauce in glass bottle to heavy user for vol/val shareHeavy BuyersMedium BuyersLight Buyers200220022002by Income 3000 RMB 8990109by Family Size 1 + 2 799710638010510741319991 5 & + 21788586

31、1.57.36.694.58586.30.70.41.17.23.3HeavyMediumLight FLAVOR REGULAR DARK LIGHT 40.313.422.618.78.17.811.420.832.429.53757.4HeavyMediumLight GLASS BOTTLE PLASTIC BOTTLE POUCH BARREL BULK OTHERS 不用翻不用翻Consumer Purchase Behavior- GZ90.515.845.613.6LIGHTDARKREGULAR FLAVORPenetrationQB(Liter)/NBEXP (RMB) /

32、NB# of PurchaseLoyalty RateAverage Price5.51.02.51.0LIGHTDARKREGULAR FLAVOR31.75.925.411.7LIGHTDARKREGULAR FLAVOR5.41.52.91.7LIGHTDARKREGULAR FLAVOR80.811.935.014.4LIGHTDARKREGULAR FLAVOR5.96.310.011.8LIGHTDARKREGULAR FLAVOR82.519.661.24.7G.B.P.B.BARRELBULKPenetrationQB(Liter)/NBEXP (RMB) /NB# of Pu

33、rchaseLoyalty RateAverage Price3.21.55.44.4G.B.P.B.BARRELBULK24.07.234.015.9G.B.P.B.BARRELBULK5.31.32.93.9G.B.P.B.BARRELBULK48.317.768.551.2G.B.P.B.BARRELBULK7.84.96.43.8G.B.P.B.BARRELBULK Soy Sauce TypeSoy Sauce PackageGZ consume less ( 6.6L)but spend most (44RMB) on soy sauce, esp. on Light soy sa

34、uce Less purchase frequency, less vol. purchase each time except Light soy sauce ( mainly 1 barrel or 1 bottle each time) about 50% user buy soy sauce in bottle and barrel, but 29% are exclusive Glass bottle only, and 12% barrel onlyNo pouch in GZ, but still quite strong with Bulk with the cheapest

35、price 不用翻不用翻Heavy consumer Purchase Behavior- GZ30.53347.32.13.58.136.626.922.69.810.54.95.84.24.58.68.13.64.67.86.4HeavyMediumLightOthersLight + Regular + FlavorLight + Dark + RegularLight + FlavorLight + DarkLight + RegularFlavor OnlyRegular OnlyDark OnlyLight Only Heavy user not only use light so

36、y sauce, but also regular and Dark soy sauce Most of heavy user buy bottle and barrel More than half of light user are only use one type of soy sauce: either light or regular Soy sauce 55% of light user are exclusive one package user either Glass bottle or barrel% of buyer - Type of SS43.39.91113.21

37、38.346.528.30.64.16.723.214.94.4430.915.212.9HeavyMediumLightOTHERSG.B. + P.B. + BARRELG.B. + P.B.G.B. + BULKP.B. + BARRELG.B. + BARRELBulk OnlyBarrel OnlyP.B. OnlyG.B. Only% of buyer - Package不用翻不用翻 Who: H/M/L User profile and What they use - GZ Soy sauce used (Vol)by H/M/L user Heavy user use is b

38、ig family Heavy user is more light soy sauce in barrel73.11.62.73.516.419.120.11.22.43.375.980.8HeavyMediumLight FLAVOR REGULAR DARK LIGHT 53.64.24.7500057.652.339.740.933.3HeavyMediumLight OTHERS BULK BARREL POUCH PLASTIC BOTTLE GLASS BOTTLE Heavy BuyersMedium BuyersLight Buyers200220022002by Incom

39、e 3000 RMB 11410593by Family Size 1 + 2 6679125377100107414910780 5 & + 14912172不用翻不用翻通路: - 上海以現(xiàn)代通路為主( over 90%)- 北京/廣州的主要通路也是賣場和超市(占80%) 35.346.635.336.748.036.331.144.032.834.543.233.021.86.420.919.66.121.33.31.60.13.22.43.20.62.7BJSHGZBJSHGZOTHERFREE SAMPLEGIFTW.U. FREE MARKET WHOLE SALES GRO

40、CERY HYPERMARKET SUPERMARKET DPT STVolume BasedValue Based結(jié)論 & 暗示結(jié)論:總體醬油的滲透率很高, 但老抽和生抽的滲透率不高每年每個家庭的醬油花費在廣州為50元以下, 北京和上海在40元以下購買頻率為每兩個月一次( 上海北京為普通醬油, 廣州為生抽), 其它較低每次購買量大概為1升, 不包括風(fēng)味醬油在上海,大多數(shù)人會購買兩種包裝以上的醬油在上海和北京, 重度消費者傾向于購買普通醬油, 中度和輕度消費者傾向于購買老抽和生抽暗示:在上海和北京, 開發(fā)老抽和生抽醬油具有很大的機會每年的消費量很低, 具有很大的空間提高消費量, 有機會

41、向高檔醬油轉(zhuǎn)換有機會發(fā)展1L包裝有機會做各種醬油的聯(lián)合促銷有更多的機會在中度和輕度消費群中提高醬油的檔次,尤其在北京烹調(diào)習(xí)慣及態(tài)度食品結(jié)構(gòu) & 菜肴數(shù)量Avg. # ofDishesGZSHBJBreakfast1.22.92Lunch( Eating out)2.62.72.3Dinner3.94.93.6Snack afterDinner0.20.10.06目的目的-消除饑餓, 補充能量-方便快捷-消除饑餓-方便-營養(yǎng)/ 口味-聯(lián)結(jié)整個家庭烹調(diào)方式 & 使用的醬油2525575743437979939389897070272757572 215151717GZGZSHSHB

42、JBJ紅燒/ 燉紅燒/ 燉炒菜炒菜蒸蒸冷菜冷菜運用各種不同烹飪方式的家庭主婦比例:3 37 76 618181919292915153 39 90 02 22 2GZGZSHSHBJBJ運用不同烹飪方式的菜肴的比例:生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽生抽老抽生抽/風(fēng)味醬油醬油/老抽醬油/老抽生抽醬油市場細分: 運用Dipping 沾著吃沾著吃Stir frying 炒炒Braising 紅燒紅燒Stewing 燉燉, 燜燜 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌著吃拌著吃口味至關(guān)重要口味至關(guān)重要顏色至關(guān)重要顏色至關(guān)重要顏色不能太深顏色不能太深, 不然會

43、覆蓋食物的不然會覆蓋食物的顏色顏色, 醬油的口味是最重要的醬油的口味是最重要的必須給食物帶來亮紅色必須給食物帶來亮紅色, 口味來自于其他調(diào)味品口味來自于其他調(diào)味品,如糖如糖對醬油的需求對醬油的需求Dipping 沾著吃沾著吃Stir frying 炒炒Braising 紅燒紅燒Stewing 燉燉, 燜燜 Steaming 蒸蒸Marinating 腌肉腌肉Mixing 拌著吃拌著吃廣州廣州:- 生抽非常重要生抽非常重要 (蒸蒸, 炒炒, 也可用作其他各種用途也可用作其他各種用途)-老抽偶爾使用老抽偶爾使用-蘸的醬油蘸的醬油上海上海- 大眾消費者大眾消費者: 醬油醬油+ 生抽用于蘸食生抽用于蘸

44、食, 涼拌涼拌-高檔消費者高檔消費者: 生抽生抽+ 老抽或醬油老抽或醬油, 有些使用較貴的有些使用較貴的蘸醬油蘸醬油北京北京- 大眾消費者大眾消費者: 僅使用醬油僅使用醬油, 或加一點生抽或加一點生抽-高檔消費者高檔消費者: 醬油醬油/ 老抽老抽+ 生抽生抽-有些使用較貴的蘸醬油有些使用較貴的蘸醬油不同城市不同使用方式不同城市不同使用方式:醬油市場細分: 運用口味至關(guān)重要口味至關(guān)重要顏色至關(guān)重要顏色至關(guān)重要烹調(diào)方式和醬油的趨勢上海10.412.420.119.120.71916.918.921.925.30.40.349.652.13632.121.123.5SH01SH02SH01SH02P

45、OUCHGLASS BOTTLEPLASTIC BOTTLEBARRELBULKVolume BasedValue Based更多的海鮮/蔬菜更少的肉類 更多的蒸/炒較少的紅燒/燜趨向老抽趨向老抽更多的生抽更多的生抽/風(fēng)味醬油風(fēng)味醬油趨向瓶裝和桶裝趨向瓶裝和桶裝袋裝醬油的消費群為50歲左右塑料瓶醬油的消費群為40歲左右塑料瓶醬油的消費群為30歲左右More disposable income由于營養(yǎng)過剩產(chǎn)生的新的健康問題 需要更多的健康飲食習(xí)慣烹調(diào)的時間壓力 使用較少醬油 ( 平均消費量: 在上海減少3.6% ) 花費更多 高質(zhì)量,高檔醬油 ( 每次購買的花費: 增長4.5% ) 較少的購買頻

46、率 ( 每年減少3.5% )2374823166YEAR 2001YEAR 2002108105YEAR 2001YEAR 2002Sales Volume 000 LiterGrowth Rate: -2.5% Sales Value M. RMBGrowth Rate: 2.5%Average Price is 5.1% higher than year ago. 5769509827239720012002Lost to Exterior MarketSwitch to Other SegmentsRegular Soy Sauce Volume-65.9-21.4-12.8On 100

47、% Loss (-272)Dark Soy 96Flavor Soy 79Light Soy 916.9%4.7%88.4%4044359915928720012002Lost to Exterior MarketSwitch to Other SegmentsRegular Soy Sauce Volume63.536.5-66.2-33.8On 100% Loss (-172)Plastic Bottle 75Barrel 96Glass Bottle 90On 100% Gain (+ 13)Bulk 817.1%3.9% Jiangyou still dominate the mark

48、et in SH, but switch to Dark SS, as well Flavor SS Pouch is still popular in SH, but switch to Barrel as well G.BSoy Sauce Switch Way:Censydiam Model For CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer WorldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself Integra

49、tionHarmony and integrateCalm down insecure, be recognitionCare & Nourish familyShow off cooking skill, show my valueCook Segment and NeedsFun/ Enjoy cookingHarmony & integrateBelongingShow off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking duty

50、Care & Nourish #1 15% Creating illusion of cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% Cook for appreciation#6 7% cook for impress#4 14% save faceSoy Sauce Current PositionFun/ Enjoy cookingHarmony & integrateBelonging Show off cook

51、ing skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare & Nourish #1 15% Creating illusion of cooking#2 27% Cooking for love#3 14% Cook for survive#7 11% Keeping all in balance# 8 8% show off# 5 4% Cook for appreciation#6 7% cook for impress#4 14% save

52、faceLKKLaocaiKnorrHaitianSeagullNew LCAMOYCity Culture & Attitude Difference ChengduShanghaiBeijingGuangZhouEnjoy Tasty Food- Top important: Money, more realistic, down to earth - Be pound of food culture ( rich and variable food)- Want to be a boss, even very small company- Put many effort on c

53、ooking, and many enjoy it- Great pleasure in eating than functional values- Emphasis on freshness and naturalness- Family oriented although kid is important- Self image: capable, great cook “ I feel good” Traditional- Dream to be a powerful officer, more interesting in Politic rather than food- Food

54、 is not hot topic, less effort spent in cooking- More basic in cooking & eating, a routine and necessity- Ensure balance and naturalness- Kid preference influence me, but think more for whole family- Self image as a cook: not expert, but feel all right “ That is the best I can do”Result Oriented

55、- Dream to be excellent white collar, high income, great living stand- Famous to be Good at balance value and money, capable housewife - Modern and open to Western- Extremely kid oriented, kid success is their dream- See the functional role of meal: better performance now and future- Buy fresh food

56、not only tasty but also helpful on nutrition- Put great effort on cooking, Self image: Ok to be a great cook” I try hard”BJSH不用翻不用翻Conclusion & ImplicationConclusion:Stir fry is main cooking way, Cantonese is more steaming and SH is more braisingTrend is more steaming and light tasteDifferent ne

57、ed for different SSColor oriented for braisingTaste oriented for steaming/DippingMost of Chinese are family/kid orientedshow the love: 27%or control and balance everything:15%or just finish the cooking job:14%Still 11% are very insecure cooking way, need to assuranceImplication:New innovation which

58、can suit for new cooking trend:for steaming/ dipping SSless salty SSTarget consumer who is caring and harmony need mother which is 42%Very few Chinese is food indulgence oriented, should LC target not only showoff housewife, but also target those who need secure super taste resultBrand CompetitionPe

59、rceptual Mapping - GuangzhouDippingMixingCookingLow qualityHigh qualityMaggieMasterLKKJammy ChaiHai TianKnorr AmoyZhu JiangCheap brandssold by hawkers,small corner shopsIn GZ, quality is signaled by brand & priceAlmost all products in market are considered of at least average quality不用翻不用翻Percep

60、tual Mapping - ShanghaiDippingMixingCookingLow qualityHigh qualityMaggieKikkomanLKKSeagullHai TianLao CaiAmoyKnorrTotoleBanquetMasterJiang you in generalLao chou in generalSheng chou in generalJiang you (have to cook before use)Perceptual Mapping - BeijingDippingMixingCookingLow qualityHigh qualityMaggie(described as “seafood soy sauce”)Mass usersJiang you in generale.g. Kun Pai, Jin ShiLao