【正文】 rr Brand Key Quali. 2023Perceptual Mapping BeijingDippingMixingCookingLow quality High qualityMaggie(described as “seafood soy sauce”)Mass usersJiang you in general. Kun Pai, Jin ShiLao chou in general. Amoy, LKKSheng chou in general. Amoy, LKKPremium UsersJiang you in generalSource : Knorr Brand Key Quali. 2023不用翻Perceptual Mapping – Likely Scenario in the FutureDippingMixingCookingLow quality High qualityExpensive soy saucee..g Maggi, Master Kikkoman (SH)Lao Choufor braising stewingSheng chou for general cookingShen Chou for dipping/ mixing(older, less welloff people)Ordinary jiang youfor braising, stewing (BJ/ SH)The market seems to be going to the direction of more distinctive use by type , and on the stage of upgradingSource : Knorr Brand Key Quali. 2023Brand Awareness (Feb. 17Mar. 16)TOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Shanghai Guangzhou BeijingKnorrLaocaSource : ATP Tracking Brand AwarenessShanghai Guangzhou BeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneous AwarenessEvery TrialMost OftenTVC AwarenessOther MediaAwarenessConsideration(Top 2 Boxes)Source : ATP Tracking Brand ImageSH(Feb 17Mar 16)Laocai Knorr Haitian AmoyBring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than othersSource : ATP Tracking Brand ImageGZ(Feb 17Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian AmoySource : ATP Tracking 不用翻Brand ImageBJ(Feb 17Mar 16)Bring out XianGive Dish color quicklyStrong soy bean tasteIs cooking expertIs innovation brandMade from natural ingredientHelp kid smartMake whole family healthAdd nutrition to dishGood value for moneyOffer something uniqueIs better on cookingIs better for dippingMake dish more appetizingAre better quality than others Knorr Haitian Amoy JinshiSource : ATP Tracking 不用翻Brand Awareness And ImageSH不用翻Brand Awareness And ImageGZ不用翻Brand Awareness And ImageGZ不用翻Brand Competition Val. ShareSH+E1+GD+BJ East Shanghai Beijing Guangzhou GuangdongSource : Retail Audit ?Laocai is in area where we forcus?Knorr has good performance in East/SH after relaunch, but need to improve in GD ? Dish in TVC is no relevant to Cantonese, not sure the quality of taste? Cantonese more enjoy eating whilst Shanghainese is more endperformance driven ?Knorr still weak in BJ due to later Media supporting in BJSH: Key Competitor Within Each SegmentVal ShareSH39。01 SH39。Soy Sauce MKT Structure 醬油市場(chǎng)結(jié)構(gòu)消費(fèi)量 消費(fèi)金額平均價(jià)格(元 /升 ) 廣州 北京 上海生抽 老抽 醬油 風(fēng)味 ? 廣州以生抽為主? 上海仍以普通醬油為主，但逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)? 北京也以普通醬油為主，預(yù)計(jì)也將和上海一樣，逐漸轉(zhuǎn)向生抽和老抽市場(chǎng)Source: TNSofres CPSegmentation of Soy Sauce 醬油市場(chǎng)細(xì)分 消費(fèi)者給出的 快速細(xì)分 :Guangzhou 廣州生抽 , 老抽 “蘸 ”的(Sheng chou, lao chou dipping)Beijing 北京Sheng chou, lao chou ordinary jiang you 生抽，老抽，醬油 Cooking dipping/ mixing 燒菜的，蘸的 /涼拌的Shanghai 上海Sheng chou, lao chou ordinary jiang you 生抽，老抽，醬油By class 按等級(jí)Guangzhou 廣州By class 按等級(jí)By taste 按口味Shanghai 上海炒菜的 沾的 / 涼拌(Cooking dipping/ mixing)紅燒的 沾的(Stewing dipping)Beijing 北京By class 檔次(Premium users高檔使用者 )By acceptance level 可接受的水平 (大眾消費(fèi)者 )其他細(xì)分準(zhǔn)則 :Segmentation of Soy Sauce 醬油細(xì)分? 醬油產(chǎn)品都以使用來細(xì)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(xì)分Dipping 沾 用于蘸魚，肉，海鮮，蔬菜，餛飩等 . 食品可以是蒸過的或是煮過的，口味較淡 火鍋 廣州 : 白灼 , Steaming 蒸 在廣州最普遍 在廣州 , 用最少的其他調(diào)味品，稱為清蒸 如 . 蒸魚 ( 醬油通常在燒完后灑在表面 ), 蒸雞 , 蒸肉Mixing 拌 (SH, BJ), 撈 (GZ) BJ, SH: 冷菜 (中式色拉 ) 如黃瓜 , 海蜇 , 豬肉 , 雞肉等 .夏天非常普遍 GZ: 炒面，并與醬油和油相拌Segmentation of Soy Sauce 醬油細(xì)分Stir frying 炒 通常是蔬菜炒肉 肉可以是事先腌過的 很多家庭主婦在炒蔬菜時(shí)基本上不加任何醬油Braising (red stew, hong shao) 紅燒 在上海非常大 食物 (代表性的是魚和肉 )將燒成半熟，然后加老抽，糖，等煮 1530分鐘 (因此叫紅燒 ).Deep marinating 腌肉 , 鹵 中式風(fēng)味的腌肉 , 在北京很普遍 廣州 – 鹵水肉，鹵水鴨等 (但現(xiàn)在有專門的 鹵水汁可代替醬油 ) 通常需要較深的顏色Stewing 燉 , 燜 和紅燒相似，但須更常的時(shí)間 GZ: 燜 BJ: 燉 希望有較深的顏色紅燒 / 燉 ,燜 炒 冷菜 / 蘸 /蒸 烹調(diào)方式顏色 口味 顏色 口味 口味 顏色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)味醬油 (SH) ( 包括宴會(huì) /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(xì)分市場(chǎng)與品牌的聯(lián)系經(jīng)濟(jì)實(shí)惠發(fā)展趨勢(shì)