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中國醬油市場分析-文庫吧

2025-01-27 14:59 本頁面


【正文】 very important? Regular soy sauce dominate heavy user’ basket?Medium are more medium ine?Light are small family?Medium and light user are easy to upgrade to dark/ light soy sauceOpportunity:1. Target Medium user first with Dark/light soy sauce in Barrel/ to build image2. Sell affordable regular soy sauce in glass bottle to heavy user for vol/val shareSource :Consumer Panel不用翻Consumer Purchase Behavior GZPeration QB(Liter)/NB EXP (RMB) /NB of Purchase Loyalty Rate Average PricePeration QB(Liter)/NB EXP (RMB) /NB of Purchase Loyalty Rate Average PriceSoy Sauce TypeSoy Sauce Package?GZ consume less ( )but spend most (44RMB) on soy sauce, esp. on Light soy sauce? 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 only?No pouch in GZ, but still quite strong with Bulk with the cheapest price Source :Consumer Panel不用翻Heavy consumer Purchase Behavior GZ? Heavy user not only use light soy 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 SS % of buyer PackageSource :Consumer Panel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 big family? Heavy user is more light soy sauce in barrelSource :Consumer Panel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%) Volume Based Value BasedSource :Consumer Panel結論 暗示結論 :? 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 , 不包括風味醬油? 在上海 ,大多數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 , 有機會向高檔醬油轉換? 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 ,尤其在北京烹調習慣及態(tài)度食品結構 菜肴數量北京北京廣州廣州上海上海= 蔬菜蔬菜= 蔬菜蔬菜= 蔬菜蔬菜豬肉豬肉 牛肉牛肉 / 羊肉羊肉 海鮮海鮮 / 家禽家禽+海鮮海鮮 豬肉豬肉 家禽家禽 / 牛肉牛肉 / 羊肉羊肉+229。 冬天品種較少冬天品種較少海鮮海鮮 豬肉豬肉 家禽家禽 / 牛肉牛肉 / 羊肉羊肉+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)結整個家庭Source :HA + quali.烹調方式 使用的醬油運用各種不同烹飪方式的家庭主婦比例 :運用不同烹飪方式的菜肴的比例 :生抽老抽生抽 /風味醬油醬油 /老抽 醬油 /老抽生抽生抽老抽生抽 /風味醬油醬油 /老抽醬油 /老抽生抽Source :Consumer Panel醬油市場細分 : 運用Dipping 沾著吃Stir frying 炒Braising 紅燒Stewing 燉 , 燜 Steaming 蒸Marinating 腌肉Mixing 拌著吃口味至關重要顏色至關重要顏色不能太深 , 不然會覆蓋食物的顏色 , 醬油的口味是最重要的必須給食物帶來亮紅色 , 口味來自于其他調味品 ,如糖對醬油的需求Source : Knorr Brand Key Quali. 2023Dipping 沾著吃Stir frying 炒Braising 紅燒Stewing 燉 , 燜 Steaming 蒸Marinating 腌肉Mixing 拌著吃 廣州 :生抽非常重要 (蒸 , 炒 , 也可用作其他各種用途 )老抽偶爾使用蘸的醬油上海大眾消費者 : 醬油 + 生抽用于蘸食 , 涼拌高檔消費者 : 生抽 + 老抽或醬油 , 有些使用較貴的蘸醬油北京大眾消費者 : 僅使用醬油 , 或加一點生抽高檔消費者 : 醬油 / 老抽 + 生抽有些使用較貴的蘸醬油不同城市不同使用方式 :Source : Knorr Brand Key Quali. 2023醬油市場細分 : 運用口味至關重要顏色至關重要烹調方式和醬油的趨勢 — 上 海Volume Based Value 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?更多的生抽 /風味醬油?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 ine?由于營養(yǎng)過剩產生的新的健康問題 需要更多的健康飲食習慣?烹調的時間壓力? 使用較少醬油 ( 平均消費量 : 在上海減少 % ) ? 花費更多 高質量 ,高檔醬油 ( 每次購買的花費 : 增長 % )? 較少的購買頻率 ( 每年減少 % )Sales Volume ‘000 LiterGrowth Rate: % Sales Value M. RMBGrowth Rate: %Average Price is % higher than year ago.Source :Consumer Panel On 100% Loss (272)Dark Soy 96Flavor Soy 79Light Soy 91%%%On 100% Loss (172)Plastic Bottle 75Barrel 96Glass Bottle 90On 100% Gain (+ 13)Bulk %%? Jiangyou still dominate the market in SH, but switch to Dark SS, as well Flavor SS? Pouch is still popular in SH, but switch to Barrel as well Soy Sauce Switch Way:Source :Consumer PanelCensydiam Model For CookingIndividualRecognitionWithdrawing to Inner WorldGoing to Outer WorldFun/ Enjoy cookingFinish the cooking dutyBelonging Do for myself IntegrationHarmony and integrateCalm down insecure, be recognitionCare Nourish familyShow off cooking skill, show my valueSource : PalatexCensydiamCook Segment and NeedsFun/ Enjoy cooking Harmony integrateBelongingShow off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare Nourish 1 15% Creating illusion of cooking2 27% Cooking for love3 14% Cook for survive7 11% Keeping all in balance 8 8% show off 5 4% Cook for appreciation6 7% cook for impress4 14% save faceSource : PalatexCensydiamSoy Sauce Current PositionFun/ Enjoy cooking Harmony integrateBelonging Show off cooking skill, show my valueDo for myselfCalm down insecure, be recognitionFinish the cooking dutyCare Nourish 1 15% Creating illusion of cooking2 27% Cooking for love3 14% Cook for survive7 11% Keeping all in balance 8 8% show off 5 4% Cook for appreciation6 7% cook for impress4 14% save faceLKK LaocaiKnorrHaitian SeagullNew LCAMOYSource : PalatexCensydiamCity Culture Attitude Difference Source : Knorr Brand Key Quali. 2023 + other quali/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 pany Put many effort on cooking, and many enjoy it Great pleasure in eating than functional values Emphasis on freshness and naturalness
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