- Hsu Fu Chi had been ranking No. 1 in sales of candies for 17 consecutive years, and now survives by selling nuts.
As a food that can make people happy, candy has always been loved by all ages. Especially during Chinese New Year, candies may not be as attractive to adults as melon seeds. But they still buy a lot of candy to entertain their relatives and friends. After all, during the New Year period, there are also the most children.
Hsu Fu Chi originated in Taiwan. After entering the mainland market, the entire name is also well-known. It has ranked first in the Chinese candy market for seventeen consecutive years. However, it was later because of various food safety issues. This made Hsu Fu Chi start to feel lonely.
The age of candy
In fact, you can feel it yourself. If you go to visit relatives now, will you continue to grab the candy in the fruit bowl? Even those of us who liked them in the past are no longer interested in these candies, including children now, who don't like them very much.
Xu Fuji is a brand founded by the four brothers of the Xu family. It was originally called Xuji Brothers. It sells sweets and preserves. Later, it began to grow and develop slowly, and now there is Xu Fuji. However, from the very beginning, the Xu brothers had the confidence to become the No. 1 candy brand in China. In the early days of their development, because the candy market was still relatively saturated. Plus the candy itself is cheaper. This leads to the fact that the brand Hsu Fu Chi has no very special advantages.
However, after they turned their target to the inland, they chose to develop in Guangdong. At that time, the inland region was very supportive of many entrepreneurial enterprise policies. They use this power. According to the requirements of the market, "New Year's Candy" was typed, and Xu Fuji itself was also red, and the name sounded full of inspirational meanings. Plus it caters to the most important festivals of the Chinese people. Hsu Fu Chi quickly sold well all over the country. In 1997, the annual sales exceeded 100 million yuan.
Hsu Fu Chi Candy's Marketing & Promotion
Later, it also established cooperative relations with many chain brands. That is, in order to be able to get more sales channels for their candy, and they are all brand stores, which also helps to improve their own candy brand. In terms of marketing, it can be said that Hsu Fu Chi mastered the essence of it in that era. Establish his tone for his brand, and invite spokespersons who match the image to speak. In 2006, it was successfully listed. At that time, Hsu Fu Chi was unmatched in the entire Chinese candy market. Even the big white rabbit might be under him.
However, because the entire candy market has become more and more saturated, and its market share has become lower and lower, and the main reason for this is precisely because of people's change of mind, the pursuit of zero sugar and low fat. Plus, for women, eating sugar is also very bad for the skin. Later, Xu Fuji encountered strong opponents such as Baicaowei, BESTORE, and Laiyifen, so naturally it lost its former glory.
Concluding remarks
The dominance of the entire market has also been broken. In addition, it is more popular to send various nut gift packages to each other during the Chinese New Year. Xu Fu couldn't remember, so he could only be forced to transform. He wanted to survive by buying nuts and gain a place in the market. But in the field of nuts, like Three Squirrels and Daily Nuts are some well-known brands. It is very difficult to change this situation.
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