酱油基础知识--中国酱油市场分析.ppt

SoySauceLearning酱油基础知识,Content内容,MarketSizeandSegment市场规模和细分SoySauceMarketSize酱油市场规模SoySauceSegmentandTrend酱油品类细分和趋势ConsumerConsumptionandHabit消费者消费习惯Purchasebehavior购买行为CookingHabitandAttitude烹调习惯和态度BrandCompetitionandImage品牌形象和竞争MarketShareofBrands品牌市场份额BrandawarenessandImage品牌知名度和美誉度Keydriverforoverallliking(sensory)驱动喜好的主要因素(感官的),MarketSizeandSegment市场规模和细分,MKTSize&Consumption市场规模和消费,年市场份额,Source:ACNielsenRA,Source:TNSofresCP,年人均消费,调味品中最大的品类，渗透率达97%上海以其众多的人口和成熟的餐饮业而成为最大的市场北京每年消费酱油量最多，而广州的人均花费最高。,SoySauceMKTStructure酱油市场结构,消费量,消费金额,平均价格(元/升),广州北京上海生抽5.97.45.9老抽6.37.96.1酱油10.03.63.4风味11.86.16.6,广州以生抽为主上海仍以普通酱油为主，但逐渐转向生抽和老抽市场北京也以普通酱油为主，预计也将和上海一样，逐渐转向生抽和老抽市场,Source:TNSofresCP,SegmentationofSoySauce酱油市场细分,消费者给出的快速细分:,Guangzhou广州生抽,老抽&“蘸”的(Shengchou,laochou&dipping),Beijing北京Shengchou,laochou&ordinaryjiangyou生抽，老抽，酱油Cooking&dipping/mixing烧菜的，蘸的/凉拌的,Shanghai上海Shengchou,laochou&ordinaryjiangyou生抽，老抽，酱油Byclass按等级,Guangzhou广州Byclass按等级Bytaste按口味,Shanghai上海炒菜的&沾的/凉拌(Cooking&dipping/mixing)红烧的&沾的(Stewing&dipping),Beijing北京Byclass档次(Premiumusers高档使用者)Byacceptancelevel可接受的水平(大众消费者),其他细分准则:,SegmentationofSoySauce酱油细分,酱油产品都以使用来细分使用主要是指将酱油用作:蘸/拌炒菜(用法基于不同的烹调方法)蒸(GZ)炖(GZ,BJ)红烧(SH)腌(所有城市，主要在北京)一般炒菜(所有城市),SegmentationofSoySauce酱油细分,Dipping沾用于蘸鱼，肉，海鲜，蔬菜，馄饨等.食品可以是蒸过的或是煮过的，口味较淡火锅广州:白灼,Steaming蒸在广州最普遍在广州,用最少的其他调味品，称为清蒸如.蒸鱼(酱油通常在烧完后洒在表面),蒸鸡,蒸肉,Mixing拌(SH,BJ),捞(GZ)BJ,SH:冷菜(中式色拉)如黄瓜,海蜇,猪肉,鸡肉等.夏天非常普遍GZ:炒面，并与酱油和油相拌,SegmentationofSoySauce酱油细分,Stirfrying炒通常是蔬菜炒肉肉可以是事先腌过的很多家庭主妇在炒蔬菜时基本上不加任何酱油,Braising(redstew,hongshao)红烧在上海非常大食物(代表性的是鱼和肉)将烧成半熟，然后加老抽，糖，等煮15-30分钟(因此叫红烧).,Deepmarinating腌肉,卤中式风味的腌肉,在北京很普遍广州卤水肉，卤水鸭等(但现在有专门的卤水汁可代替酱油)通常需要较深的颜色,Stewing炖,焖和红烧相似，但须更常的时间GZ:焖BJ:炖希望有较深的颜色,红烧/炖,焖炒冷菜/蘸/蒸,烹调方式,颜色口味颜色口味口味颜色,包装,玻璃瓶塑料瓶桶装袋装,-老抽(SH/GZ)-酱油(BJ),-酱油(SH/BJ)(包括红烧/黄豆),-酱油(SH/BJ)-老抽(SH/BJ),-酱油(SH/BJ)(包括黄豆和红烧),-生抽(GZ)-酱油(BJ),-酱油(BJ),-酱油(BJ)-生抽(GZ),-生抽(GZ/SH)-酱油(BJ)-风味酱油(SH)(-包括宴会/辣味/蒸鱼豉油),-海天/淘大-金狮,-淘大-家乐,-淘大/宽-海天-家乐/老蔡,-老蔡/海鸥-金狮,-海天/之美斋-Master/金狮,-海天/李锦记-太太乐,-淘大家乐,-海天/淘大-宽,更高档,酱油细分市场与品牌的联系,经济实惠,发展趋势-上海:-普通酱油仍处主导地位-逐渐向老抽和风味酱油过度,9.3,12.8,75.0,70.5,61.2,55.0,10.2,11.2,13.9,14.7,5.5,5.5,8.7,8.7,16.2,21.6,SH01,SH02,SH01,SH02,生抽,老抽,酱油,风味酱油,量,金额,Source:ConsumerPanel,结论和暗示,结论:市场巨大，每个地区由于烹调方式不同而具有不同的是市场细分整个品类向高档产品发展，特别是上海，北京随之,暗示:必须重视的具有吸引力的市场每个地区的每个细分市场需要不同的策略GZ:开发高档产品SH:开发老抽生抽以提高形象和毛利BJ:为了品牌形象需要老抽生抽，但也得注重普通酱油市场以获得市场份额,消费者行为,渗透率:-基本上每个人都使用酱油，但因城市和细分市场而不同-仍有空间提高生抽和老抽在东区和北区以及风味酱油在各区的渗透率,Source:ConsumerPanel-Y2002,ByTypeofS.Sauce,ByPackageofS.Sauce,消费者的购买行为上海,每个家庭平均每年消费7.3L,34RMB的酱油,用量较多的消费者为每年14.7L购买频率:酱油每两月一次,老抽/风味酱油每四月一次普通酱油使用者也购买其他酱油,平衡高档酱油和大众化酱油,不同的烹饪方法是用不同的酱油每次购买,她们愿意花3元买普通酱油或者是风味酱油,但愿意花8元买老抽老抽通过提高渗透率获得市场份额,但还有很大的空间继续发展.同时,酱油有着很高的渗透率,但比去年有所减弱.,SwitchIndex,94,74,121,机会:生抽和风味酱油用于冷菜,凉拌和蒸菜,Source:ConsumerPanel,购买频率:每两月购买一次袋装酱油,瓶装每四月一次,桶装半年一次.先买瓶装,然后将袋装酱油罐入瓶装内,然后买新瓶,在罐入平衡方便和经济实惠消费者愿意为买瓶装而多付出-塑料瓶:轻,容易携带,并比玻璃瓶便宜-玻璃瓶:跟高档/卫生/安全桶装因方便,经济实惠以及消费者忠诚度的提高而发展(大包装,价格便宜)但也有人担心新鲜度的问题,因为在家里会保存较长时间,机会1.1L桶装2.玻璃瓶,高档酱油,SwitchIndex,109,95,94,消费者购买行为上海,Source:ConsumerPanel,消费者的情况-上海,重度消费者,占人口的20%,但消费了总量的40%,占金额的37%那些收入中等和较低的重度消费者仍然倾向于买袋装酱油,但与去年相比,使用老抽和玻璃瓶装酱油中等和较低收入的中度消费者正向老抽和风味酱油转入,从袋装向桶装转换收入很低的轻度消费者(占人口的50%),向玻璃瓶老抽/风味酱油转换,Source:ConsumerPanel,重度消费者的消费行为上海,消费者比率-酱油种类,消费者比率包装,上海市场在不断变化,75%的消费者会使用至少两种种类和两个包装的酱油,Source:ConsumerPanel,ConsumerPurchaseBehavior-BJ,SoySauceType,SoySaucePackage,EachBJHouseholdconsume10Landspend38RMBBJissimilarasSH,dominatedbyJiangyouwithhighpenetrationandloyaltyBJisforecasttofollowSHtoupgradetoLight/DarkSSalthoughverylowpenetrationnowDifferentfromSH,G.BottleandbarrelaremuchimportantthanPouch,evenwithJiangyouBeijinesehaslesspurchasefrequencycomparedtoSH,andwithhighervolumepertime(2bottle/pouchpertime,1barrelpertime)duetolessconvenientofshoppingenvironmentcomparedtoSHOpportunityfor1Lbottle/barrel,Source:ConsumerPanel,不用翻,HeavyconsumerPurchaseBehavior-BJ,82%heavyuserareregularonlyorregular+lightbuyer31%heavyuserareglassbottleexclusiveuser,Mediumuseraremoreduplicateuser,wholiketotrydifferenttypeofSS,easytoupgradetoother,%ofbuyer-TypeofSS,%ofbuyer-Package,Source:ConsumerPanel,不用翻,H/M/LUserprofileandWhattheyuse-BJ,SoysauceusedbyH/M/Luser,Heavyuseuse,20%ofpopulation,butconsume50%ofvolumeTheyareclearlyskewtolowincomeandbigfamily,affordableisveryimportantRegularsoysaucedominateheavyuserbasketMediumaremoremediumincomeLightaresmallfamilyMediumandlightuserareeasytoupgradetodark/lightsoysauceOpportunity:1.TargetMediumuserfirstwithDark/lightsoysauceinBarrel/G.Bottletobuildimage2.Sellaffordableregularsoysauceinglassbottletoheavyuserforvol/valshare,Source:ConsumerPanel,不用翻,ConsumerPurchaseBehavior-GZ,SoySauceType,SoySaucePackage,GZconsumeless(6.6L)butspendmost(44RMB)onsoysauce,esp.onLightsoysauceLesspurchasefrequency,lessvol.purchaseeachtimeexceptLightsoysauce(mainly1barrelor1bottleeachtime)about50%userbuysoysauceinbottleandbarrel,but29%areexclusiveGlassbottleonly,and12%barrelonlyNopouchinGZ,butstillquitestrongwithBulkwiththecheapestprice,Source:ConsumerPanel,不用翻,HeavyconsumerPurchaseBehavior-GZ,Heavyusernotonlyuselightsoysauce,butalsoregularandDarksoysauceMostofheavyuserbuybottleandbarrelMorethanhalfoflightuserareonlyuseonetypeofsoysauce:eitherlightorregularSoysauce55%oflightuserareexclusiveonepackageusereitherGlassbottleorbarrel,%ofbuyer-TypeofSS,%ofbuyer-Package,Source:ConsumerPanel,不用翻,Who:H/M/LUserprofileandWhattheyuse-GZ,Soysauceused(Vol)byH/M/Luser,HeavyuseruseisbigfamilyHeavyuserismorelightsoysauceinbarrel,Source:ConsumerPanel,不用翻,通路:-上海以现代通路为主(over90%)-北京/广州的主要通路也是卖场和超市(占80%),VolumeBased,ValueBased,Source:ConsumerPanel,结论&暗示,结论:总体酱油的渗透率很高,但老抽和生抽的渗透率不高每年每个家庭的酱油花费在广州为50元以下,北京和上海在40元以下购买频率为每两个月一次(上海北京为普通酱油,广州为生抽),其它较低每次购买量大概为1升,不包括风味酱油在上海,大多数人会购买两种包装以上的酱油在上海和北京,重度消费者倾向于购买普通酱油,中度和轻度消费者倾向于购买老抽和生抽,暗示:在上海和北京,开发老抽和生抽酱油具有很大的机会每年的消费量很低,具有很大的空间提高消费量,有机会向高档酱油转换有机会发展1L包装有机会做各种酱油的联合促销有更多的机会在中度和轻度消费群中提高酱油的档次,尤其在北京,烹调习惯及态度,食品结构&菜肴数量,北京,广州,上海,=蔬菜,=蔬菜,=蔬菜,冬天品种较少,目的,-消除饥饿,补充能量-方便快捷-消除饥饿-方便-营养/口味-联结整个家庭,Source:H&A+quali.,烹调方式&使用的酱油,运用各种不同烹饪方式的家庭主妇比例:,运用不同烹饪方式的菜肴的比例:,生抽,老抽,生抽/风味酱油,酱油/老抽,酱油/老抽,生抽,生抽,老抽,生抽/风味酱油,酱油/老抽,酱油/老抽,生抽,Source:ConsumerPanel,酱油市场细分:运用,Dipping沾着吃,Stirfrying炒,Braising红烧,Stewing炖,焖,Steaming蒸,Marinating腌肉,Mixing拌着吃,口味至关重要,颜色至关重要,颜色不能太深,不然会覆盖食物的颜色,酱油的口味是最重要的,必须给食物带来亮红色,口味来自于其他调味品,如糖,对酱油的需求,Source:KnorrBrandKeyQuali.2003,Dipping沾着吃,Stirfrying炒,Braising红烧,Stewing炖,焖,Steaming蒸,Marinating腌肉,Mixing拌着吃,广州:生抽非常重要(蒸,炒,也可用作其他各种用途)老抽偶尔使用蘸的酱油上海大众消费者:酱油+生抽用于蘸食,凉拌高档消费者:生抽+老抽或酱油,有些使用较贵的蘸酱油北京大众消费者:仅使用酱油,或加一点生抽高档消费者:酱油/老抽+生抽有些使用较贵的蘸酱油,不同城市不同使用方式:,Source:KnorrBrandKeyQuali.2003,酱油市场细分:运用,口味至关重要,颜色至关重要,烹调方式和酱油的趋势上海,VolumeBased,ValueBased,更多的海鲜/蔬菜更少的肉类,更多的蒸/炒较少的红烧/焖,趋向老抽更多的生抽/风味酱油趋向瓶装和桶装,袋装酱油的消费群为50岁左右塑料瓶酱油的消费群为40岁左右塑料瓶酱油的消费群为30岁左右,Moredisposableincome由于营养过剩产生的新的健康问题需要更多的健康饮食习惯烹调的时间压力,使用较少酱油(平均消费量:在上海减少3.6%)花费更多高质量,高档酱油(每次购买的花费:增长4.5%)较少的购买频率(每年减少3.5%),SalesVolume000LiterGrowthRate:-2.5%,SalesValueM.RMBGrowthRate:2.5%,AveragePriceis5.1%higherthanyearago.,Source:ConsumerPanel,JiangyoustilldominatethemarketinSH,butswitchtoDarkSS,aswellFlavorSSPouchisstillpopularinSH,butswitchtoBarrelaswellG.B,SoySauceSwitchWay:,Source:ConsumerPanel,CensydiamModelForCooking,Individual,Recognition,WithdrawingtoInnerWorld,GoingtoOuterWorld,Fun/Enjoycooking,Finishthecookingduty,Belonging,Doformyself,Integration,Harmonyandintegrate,Calmdowninsecure,berecognition,Care&Nourishfamily,Showoffcookingskill,showmyvalue,Source:Palatex-Censydiam,CookSegmentandNeeds,Fun/Enjoycooking,Harmony&integrate,Belonging,Showoffcookingskill,showmyvalue,Doformyself,Calmdowninsecure,berecognition,Finishthecookingduty,Care&Nourish,#115%Creatingillusionofcooking,#227%Cookingforlove,#314%Cookforsurvive,#711%Keepingallinbalance,#88%showoff,#54%Cookforappreciation,#67%cookforimpress,#414%saveface,Source:Palatex-Censydiam,SoySauceCurrentPosition,Fun/Enjoycooking,Harmony&integrate,Belonging,Showoffcookingskill,showmyvalue,Doformyself,Calmdowninsecure,berecognition,Finishthecookingduty,Care&Nourish,#115%Creatingillusionofcooking,#227%Cookingforlove,#314%Cookforsurvive,#711%Keepingallinbalance,#88%showoff,#54%Cookforappreciation,#67%cookforimpress,#414%saveface,LKK,Laocai,Knorr,Haitian,Seagull,NewLC,AMOY,Source:Palatex-Censydiam,CityCulture&AttitudeDifference,Source:KnorrBrandKeyQuali.2003+otherquali/,Chengdu,Shanghai,Beijing,GuangZhou,EnjoyTastyFood-Topimportant:Money,morerealistic,downtoearth-Bepoundoffoodculture(richandvariablefood)-Wanttobeaboss,evenverysmallcompany-Putmanyeffortoncooking,andmanyenjoyit-Greatpleasureineatingthanfunctionalvalues-Emphasisonfreshnessandnaturalness-Familyorientedalthoughkidisimportant-Selfimage:capable,greatcook“Ifeelgood”,Traditional-Dreamtobeapowerfulofficer,moreinterestinginPoliticratherthanfood-Foodisnothottopic,lesseffortspentincooking-Morebasicincooking&eating,aroutineandnecessity-Ensurebalanceandnaturalness-Kidpreferenceinfluenceme,butthinkmoreforwholefamily-Selfimageasacook:notexpert,butfeelallright“ThatisthebestIcando”,ResultOriented-Dreamtobeexcellentwhitecollar,highincome,greatlivingstand-FamoustobeGoodatbalancevalueandmoney,capablehousewife-ModernandopentoWestern-Extremelykidoriented,kidsuccessistheirdream-Seethefunctionalroleofmeal:betterperformancenowandfuture-Buyfreshfoodnotonlytastybutalsohelpfulonnutrition-Putgreateffortoncooking,Selfimage:Oktobeagreatcook”Itryhard”,BJ,SH,不用翻,Conclusion&Implication,Conclusion:Stirfryismaincookingway,CantoneseismoresteamingandSHismorebraisingTrendismoresteamingandlighttasteDifferentneedfordifferentSSColororientedforbraisingTasteorientedforsteaming/DippingMostofChinesearefamily/kidorientedshowthelove:27%orcontrolandbalanceeverything:15%orjustfinishthecookingjob:14%Still11%areveryinsecurecookingway,needtoassurance,Implication:Newinnovationwhichcansuitfornewcookingtrend:forsteaming/dippingSSlesssaltySSTargetconsumerwhoiscaringandharmonyneedmotherwhichis42%VeryfewChineseisfoodindulgenceoriented,shouldLCtargetnotonlyshowoffhousewife,butalsotargetthosewhoneedsecuresupertasteresult,BrandCompetition,PerceptualMapping-Guangzhou,DippingMixing,Cooking,Lowquality,Highquality,Maggie,Master,LKK,JammyChai,HaiTian,KnorrAmoy,ZhuJiang,Cheapbrandssoldbyhawkers,smallcornershops,InGZ,qualityissignaledbybrand&priceAlmostallproductsinmarketareconsideredofatleastaveragequality,Source:KnorrBrandKeyQuali.2003,不用翻,PerceptualMapping-Shanghai,DippingMixing,Cooking,Lowquality,Highquality,MaggieKikkoman,LKK,Seagull,HaiTian,LaoCaiAmoyKnorr,TotoleBanquet,Master,Jiangyouingeneral,Laochouingeneral,Shengchouingeneral,Jiangyou(havetocookbeforeuse),Source:KnorrBrandKeyQuali.2003,PerceptualMapping-Beijing,DippingMixing,Cooking,Lowquality,Highquality,Maggie(describedas“seafoodsoysauce”),MassusersJiangyouingenerale.g.KunPai,JinShi,Laochouingenerale.g.Amoy,LKK,Shengchouingenerale.g.Amoy,LKK,PremiumUsersJiangyouingeneral,Source:KnorrBrandKeyQuali.2003,不用翻,PerceptualMappingLikelyScenariointheFuture,DippingMixing,Cooking,Lowquality,Highquality,Expensivesoysaucee.gMaggi,Master&Kikkoman(SH),LaoChouforbraisingstewingShengchouforgeneralcooking,ShenChoufordipping/mixing(older,lesswell-offpeople),Ordinaryjiangyouforbraising,stewing(BJ/SH),Themarketseemstobegoingtothedirectionofmoredistinctiveusebytype,andonthestageofupgrading,Source:KnorrBrandKeyQuali.2003,BrandAwareness(Feb.17-Mar.16),TOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes),ShanghaiGuangzhouBeijing,KnorrLaoca,Source:ATPTracking,BrandAwareness,ShanghaiGuangzhouBeijing,KnorrLaocaiAmoyHaitianLKK,KnorrAmoyHaitianLKK,KnorrKuanAmoyHaitianJinshi,TOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes),Source:ATPTracking,BrandImage-SH(Feb17-Mar16),LaocaiKnorrHaitianAmoy,BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothers,Source:ATPTracking,BrandImage-GZ(Feb17-Mar16),BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothers,KnorrHaitianAmoy,Source:ATPTracking,不用翻,BrandImage-BJ(Feb17-Mar16),BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothers,KnorrHaitianAmoyJinshi,Source:ATPTracking,不用翻,BrandAwarenessAndImage-SH,不用翻,BrandAwarenessAndImage-GZ,不用翻,BrandAwarenessAndImage-GZ,不用翻,BrandCompetition-Val.Share,SH+E1+GD+BJ,East,Shanghai,Beijing,Guangzhou,Guangdong,Source:RetailAudit,LaocaiisNo.3inareawhereweforcusKnorrhasgoodperformanceinEast/SHafterrelaunch,butneedtoimproveinGDDishinTVCisnorelevanttoCantonese,notsurethequalityoftasteCantonesemoreenjoyeatingwhilstShanghaineseismoreend-performancedrivenKnorrstillweakinBJduetolaterMediasupportinginBJ,SH:KeyCompetitorWithinEachSegment-ValShare,FlavorS.Sauce,RegularS.Sauce,DarkS.Sauce,LightS.Sauce,FlavorSS,RegularSS,DarkSS,LightSS,Source:ConsumerPanel,BJ:CompetitorWithinEachSegment-ValShare,LightSoySauce,DarkSoySauce,RegularSoySauce,FlavorSoySauce,FlavorSS,RegularSS,DarkSS,LightSS,Source:ConsumerPanel,不用翻,GZ:Competitorwithineachsegment-ValShare,LightSoySauce,DarkSoySauce,RegularSoySauce,FlavorSoySauce,FlavorSS,LightSS,DarkSS,RegularSS,Source:ConsumerPanel,不用翻,Conclusion&Implication,ConclusionKnorrAwareness:SH:increasingawarenessandusagestableGZ:goodmediaawarenessandbrandawareness,butweakonusage(relevantondishaswellasthekeybenefit”inTVC?)BJ:stillweakduetolateTVConairKnorrImage:SH:leadtheimageon“makekidsmart”,stillweakonothersifcomparedthekeycompetitorGZ:relativestrong,whichcomesfromstrongbouillonpositionBJ:veryweak,onlyAmoy/JinshileadtheimageKeyCompetitor:differentcompetitorineachsegmentineachcityRegular:Amoy/Jinshi/SeagullLight/Dark:Haitian/LKKFlavor:LKK/Totole,Implication:Waitmoreinformationandjudge,butneedtoreviewthecommunication:steamingdishforGZwhichismorerelevantcommunicatemoreontaste?DifferentstrategicforeachmarketGZ:Increasepenetrationandconversionwithsampling,andmoreinnovationSH:continuousmediasupporttogrowpenetrationandloyaltyonDark/RegularsoysauceSH:newinnovationinLight/FlavorsoysauceBJ:Needmediasupporttoawarenessthenpenetrationwithsampling,SensoryOverviewFermented1998-2001,SensoryscreeningofcommercialproductsMapping22commercialproductsShanghaiusingQDA.10Sensorydirectionswereidentified.About95otherShanghaiproductsweregroupedintothe10sensorydirections.10productswereselected,oneforeachofthesensorydirections