Cut into the catering channel, what do condiment companies rely on to unlock?

Data show that in 2021, the market size of China's catering industry will be 4.

Win by big single product

Due to its own professional characteristics, the catering industry has high requirements for the quality and taste of condiments, and the demand is large and relatively stable

In terms of products, chefs use condiments frequently and repeatedly for a long time.

In terms of price, chefs have certain habits and are more sticky to certain categories and brands, so they are less price sensitive when the industry generally raises prices

In terms of dealers, due to the large demand and wide coverage of catering channels, low after-sales costs, higher gross profit margins, and more stable systems, dealers are more willing to choose catering channels to open up sales

In terms of terminals, chefs have certain requirements on condiments according to recipes, usage habits, cooking methods, etc.

From the current point of view, Haitian Flavor, Lee Kum Kee and other brand enterprises have entered early, and the catering channel is the main sales channel, and has strong channel stickiness; new entrants such as Zhongju High-tech, Hengshun, Qianhe and other new entrants are focusing on catering channels The difficulty is relatively high, and the family channel is usually chosen

According to industry insiders, condiment companies can launch cost-effective large-scale single products for catering channels, such as "catering packaging" such as large packaging and promotional packaging, and at the same time open up catering channels by cultivating opinion leaders

Dominated by chef use value

Industry insiders said that since the choice of condiments in restaurants mainly relies on the opinions of chefs, it is very important for condiment companies to cultivate chefs' habits

In recent years, there have been more and more "Chef Contests" initiated by condiment companies, showing their determination to "professional catering"

In addition to cultivating usage habits, chefs can also provide condiment companies with product optimization and upgrade suggestions

From the perspective of new products, taking the steamed fish and soy sauce that Lee Kum Kee and Haitian Flavor launched earlier according to the needs of restaurants as an example, this product has not only entered Cantonese restaurants, but has also become a general must-have for Hunan cuisine.

　　It can be seen that entering the kitchen of the catering industry can provide condiment companies with ideas and opportunities to develop "explosive products"

Custom condiments or a new direction

　　The continuous growth of the market volume of the catering industry has driven the continuous improvement of the enabling service capabilities of catering condiments

　　The entry threshold for condiments is low, and the technical barriers are not high.

　　How to innovate and break the homogenization problem? Condiment companies are eyeing the customized market

　　In order to fry a good taste, many chefs have their own "unique secret recipes".
For example, Cantonese chefs will boil a special sauce for a certain dish before cooking, and Western chefs will also prepare a variety of compound juices, such as white sauce, Yellow sauce, Korean sauce, steak sauce,
etc.

　　Some brand owners said that companies should develop explosive products, not just provide a new product option
.
Customization does not only mean new products, but also means that companies can bind more catering brands to create explosive products
.

　　Some people in the industry also said that at present, almost every condiment company facing the catering industry is showing its customization capabilities, but this idea is not easy to implement, customization needs to pay high research and development costs, once customized products are unsalable.
, or the restaurant has changed its head chef, which is a risk for condiment companies
.

　　The condiment track has developed a large number of head brands, such as Haitian Flavor, Lee Kum Kee, Kraft Heinz, Laoganma, Shisanxiang,
etc.
This means that compared with other industries, this track has more large enterprises, century-old enterprises and multinational enterprises, and the exploration of innovation will promote the high-quality development of the condiment industry
.

　　(Comprehensive arrangement by Gao Jiaodi)

"China Food News" (April 07, 2022 Edition 04)

　　(Editor-in-charge: Gao Jiaodi)