iPhone12 is not fragrant because of it? "The ups and downs" are more profitable than you think

　　Chinanews client, Beijing, November 2nd (Zuo Yukun) "With this material you adjust, the soles of the cooking shoes are delicious!"

　　This is a term that has recently been popular in the food circle to describe the delicious soup. Even if the ingredients are bad like the soles of shoes, it can be rejuvenated by the excellent soup.

Although the expression is a bit exaggerated, it is not difficult to see the important role of condiments in cooking.

　　The condiment industry is also very lively recently.

Some have caught up with the popularity of the iPhone 12 and are "lying" on hot searches, and some "materials" have come out of the circle with great strength. This big business on taste buds is really "taste".

Wang Shouyi thirteen incense sold in the supermarket.

Photo by Zuo Yukun, China News Service

Regardless of whether the iPhone 12 is fragrant or not, the thirteen incense is always fragrant

　　"Don't buy iPhone 12, because Wang Shouyi said, 13 fragrance!"

　　No one could have imagined that the biggest winner of Apple's conference would be Wang Shouyi before #三香# was on the hot search.

　　That's right, it's Wang Shouyi, the "old godfather" who is a must for stew.

　　Many enthusiastic netizens were anxious for Wang Shouyi Shisanxiang, who was lying on the hot search, and went to its Weibo to leave a message: You could have made good use of this wave of hot spots.

I got a slightly wronged reply from the official: Is it because I did not do well enough?

Screenshot source: Wang Shouyi's official Weibo

　　Indeed, the opinions expressed by more voices are: Does Shisanxiang still need such a hot search?

Is there anyone in every household who has never used Shisanxiang for cooking?

　　How high the nationality of a condiment can be can be seen from how profitable it is.

According to media reports in September this year, Shisanxiang Group Manager Huang Lin stated that the sales revenue and tax payment of Shisanxiang Group have been rising for five consecutive years, including sales revenue of 2.34 billion yuan in 2019 and taxation of 430 million yuan.

　　And all this money was actually earned by Wang Shouyi Shisanxiang at a unit price of about 5 yuan.

Like its "National CP" Lao Ganma, Wang Shouyi Shisanxiang is also an enterprise that resolutely does not go public and is devoted to industry.

　　The earth-yellow poker-style packaging that has remained unchanged for many years, the handwritten Thirteen Fragrance, and the white hat on the head of the founder Wang Shouyi, who can never be taken off, all show that your uncle will always be your uncle.

　　Although Wang Shouyi Shisanxiang has been low-key, there is no ambiguity in terms of brand protection.

When Shibaxiang, Wang Shouren, Wang Shouzhen and other "Li ghosts" emerged one after another, Wang Shouyi's thirteen incense also took more than ten years and spent tens of millions to fight fakes.

　　According to an enterprise search, Zhumadian Wangshouyi Thirteen Fragrance Condiment Group Co., Ltd. also owns eleven, twelve, fourteen, fifteen, sixteen, seventeen, eighteen, and twenty-three fragrances. There are a total of 66 pieces of trademark information such as, Twenty-Six Incense, Thirty-Three Incense, Thirty-Six Incense, and Thirty-Nine Incense. From the point of view of the "numerical value", the maximum value is 39.

　　It seems that no matter how many generations of iPhone will be released in the future, Wang Shouyi will always be in the hot search.

Picture from the network

"Lying to win" thirteen incense, low-key big market

　　Wang Shouyi's thirteen incense turned red suddenly, but it caused a lot of discussion and resonance: the rows of humble condiments on the supermarket shelves have quietly made such a big world.

　　What many people didn't expect was that the most valuable food company in China made condiments.

In July, in the "2020 Hurun China Top 10 Food and Beverage Companies" released in the Hurun ranking list, Haitian flavours, which is the main soy sauce company, won the championship. Its stock price has repeatedly broken high after rising for several months.

　　The scenery of Haitian also brought the group's common prosperity.

According to the "2020 Hurun Report" released on October 20, the companies with the largest number of people on the list are Haitian Weiye and Ali, with 27 shareholders on the list.

Due to the rising market value of listed companies, Haitian has increased 19 places on the list, which is higher than the 14 places in the Ali department.

Single-flavor condiments sold in supermarkets.

Photo by Zuo Yukun, China News Service

　　The A-share condiment industry can be said to be a blessed place rich in bull stocks.

Except for Haitian Flavor, Zhongju High-tech, Hengshun Vinegar and Qianhe Flavor have all increased by more than ten times since their listing.

According to other statistics, there were 17 A-shares in the food and beverage industry over the past ten years, including 4 condiment stocks and 6 liquor stocks.

　　The reason for the prosperity of condiments is simple, that is, they rely on their status as necessities.

Especially this year, residents affected by the epidemic are restricted from going out, the catering industry has basically stagnated, and the consumption scene has shifted to the home side, and the demand for seasonings has grown against the trend.

　　"From 2015 to 2018, the output of condiments in my country has increased year by year." According to data from the China Commercial Industry Research Institute, the total output of condiments in my country in 2018 reached 13.225 million tons, a year-on-year increase of 6.05%.

It is estimated that my country's condiment production will reach 16.7 million tons in 2020.

The compound

　　With the upgrading of consumption and the faster and faster pace of life, our thirst for taste is also getting higher and higher.

But entering the kitchen is light and easy, and it is easy to roll over. Especially for young people who are novices in the kitchen, it may only take a dark cooking time from entry to giving up.

　　As a result, on top of single flavor condiments such as salt, sugar, soy sauce, vinegar, and MSG, compound condiments made from two or more condiments have attracted more people's attention.

　　You don’t need to learn how to master the heat and the ratio of various seasonings. Whether you want to cook Chinese-style chicken or Western-style KFC, the secret of top chefs lies in the whole package of compound seasonings. Pin is simply the gospel of fast-food chain restaurants and the main consumers of the new generation of "house + lazy" consumers.

Compound condiments sold in supermarkets.

Photo by Zuo Yukun, China News Service

　　According to the research report of CICC, the scale of China's compound condiment market in 2019 is about 86.8 billion yuan, making it the largest category (23.5%) in the condiment market and is in a stage of rapid growth.

In 2010, this proportion was only 15.0%.

　　Specifically, compound condiments include the already common five categories of chicken essence, western compound condiments, hot pot bottoms, Chinese compound condiments, and Japanese and Korean styles.

CICC stated that hot pot seasoning and Chinese compound seasoning are the two optimal subdivision tracks.

Hot pot seasoning backed by the boss

　　Haidilao sells hot pot bottoms, Xiabuxiabu sells spicy griddle seasonings, and fishes to sell chili sauce...I believe you will not be surprised to see the restaurant's entrance and the official company name selling packaged seasonings.

　　According to data from Zhiyan Consulting, in 2019, the market size of hot pot base ingredients was 22.5 billion yuan, and hot pot dipping ingredients was 5 billion yuan. Both have a year-on-year growth rate of over 15%, ranking the top two in the sub-category of compound condiments.

　　The leader among hot pot bottoms is Haidilao's hot pot bottoms supplier Yihai International.

According to Haidilao's 2020 mid-term report, its sales of condiments and food ingredients reached 182 million yuan, and the proportion of total revenue increased from 1.5% in 2019 to 1.9%.

Hot pot bottoms sold in supermarkets.

Photo by Zuo Yukun, China News Service

　　China’s food industry analyst Zhu Danpeng once analyzed that the epidemic was considered a bonus period for Yihai International, which not only allowed its brand to be displayed and exposed on the C-side, but also allowed the company to see the consumption potential of the C-side. There will be changes in the channel strategy. In addition to the B-side, the C-side will be used as a new force.

　　In addition to the original top players such as Yihai International, Tianwei Food, and Hongjiujiu, more companies have also made up their minds on hot pot seasonings. Haitian Weiye, the leader in single-flavor seasoning, started this year. The official flagship store has launched four hot pot base ingredients.

Industry analysts believe that this may be a new growth point for Haitian Flavour Industry to seek breakthroughs.

Chinese-style compound seasoning made by net celebrities

　　If the hot pot seasoning is more backed by big trees, then the Chinese compound seasoning is more of a barbaric growth.

　　You can't live the life of Li Ziqi, but you can have a bottle of Li Ziqi the same mayonnaise for 20 yuan.

In the current short video world, it is not difficult to see Chinese compound seasonings, and they are often tied to gourmet celebrities.

　　When bringing goods has become a standard feature of short videos, many food celebrities have launched their own brands.

　　Including various types of bibimbap sauce, hot pot bottoms, and sauces, seasonings and condiments have become popular categories for short videos.

New data from the short video data platform shows that during the 30-day survey period, 5 of the top 20 live e-commerce food sales rankings are all seasonings, except for Bobo chicken seasoning bag, salad juice, grandma’s vegetable sauce, etc. welcome.

　Under the pomp, the hidden worry is still there.

At present, the most criticized is the foundry model adopted by celebrity brands.

There is a big gap between the price and sales volume of mayonnaise produced in the same factory.

　　For example, the "Sea Duck Mayonnaise" sold in Li Ziqi's flagship store, 80g×2 bottles totaling 160g, "Double 11" sells for 34.9 yuan, and its commissioned manufacturer is "Hepu Yijia Family Food Co., Ltd.".

Chinanews.com searched the company on the shopping platform and found that it produced another brand of "Yilaodou" sea duck salted egg yolk sauce, 200g/bottle, priced at 27 yuan, and the price was much lower than that sold in Li Ziqi's store, but The monthly sales volume of 48 pens is far from the same order of magnitude as the monthly sales volume of Li Ziqi’s 10,000+ stores.

　　It is not difficult to see from this that due to the lack of leadership and the scale of formation, Chinese-style compound seasonings are in an awkward position of "goods are not red".

At the same time, the instability of quality control in the foundry model has always existed. How to avoid "the success of the Internet celebrity, the failure of the Internet celebrity" is also a major problem in front of the Chinese compound seasoning.

　　In your life, do you use single flavor or compound condiments more?

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