Agricultural products processing (condiment) series

Research on product feasibility analysis

catalogue

I. Background and Significance of Project Construction

Second, the market analysis and forecast

Third, the engineering technical scheme

Fourth, the equipment scheme

Verb (abbreviation of verb) investment estimation and fund raising

Financial evaluation of intransitive verbs

Seven. Project risk analysis

Chapter 1 Background and Significance of Project Construction

1. 1 project background

Condiments and fermented products, as necessities in people's daily life, have a long history in China. In recent years, with the further deepening of China's reform and opening up, the rapid development of the national economy and the substantial improvement of people's living standards, the total retail sales of social consumer goods reached 671770 million yuan in 2005, an increase of 12.9% over the previous year, and a real increase of 12.0% after deducting the price increase. In April 2006, the total retail sales of social consumer goods reached 577.5 billion yuan, an increase of 13.6% over the same month of 2005.

With the continuous improvement of modern economic living standards, people no longer meet the "food and clothing" demand for three meals a day, but pay more attention to the diversification of diet nutrition and flavor, which puts forward new requirements for the development of condiment industry, creates a broad market development space for condiment industry and promotes the rapid development of condiment industry.

Condiment industry has the characteristics of large output, many varieties, wide market and good economic benefits. In recent years, the products of China condiment industry have gradually changed the backward situation of old standards, old faces and old packaging. A new generation of condiments applying international standards and adopting biotechnology, such as cell fusion, domestic enzymes and other international advanced technologies and raw materials, is emerging and is increasingly recognized by consumers. The management of condiment industry is becoming more and more standardized. Enterprises are moving from workshop-style production to large-scale modern factories, and condiment production and market have experienced unprecedented prosperity.

At present, China's condiment industry has entered a period of great transformation, adjustment and differentiation. On the one hand, it is a specialized merger and acquisition in line with international standards, on the other hand, it is the exposure of the confusion and disadvantages faced by traditional industries in the development process. For example, there is no strong brand in the condiment market, and the condiment market is too regional, so it is necessary to reduce the obstacles on the road to great development. The "Sudan Red No.1" storm in 2005 left many foreign condiments in trouble, but it brought new market opportunities to local condiments.

At present, the main sales channel of condiments is catering. The rapid development of catering industry has promoted the development of condiments, and also made the condiment market develop rapidly. The average growth rate of condiment industry in China is 10%-20%. In 2005, the national sales revenue of condiments and fermented products reached 610.40 billion yuan, up 34.98% year-on-year, and up 36.37% year-on-year in 2006. The total output has exceeded100000 tons, which has become a new economic growth point of the food industry. Relevant experts believe that China's condiments are developing towards industrialization, compound taste, brand diversification and convenient eating, and there will be more room for development in the future.

This project is an innovative industrialization project based on Hunan superior agricultural products and traditional processing technology. It mainly produces chopped pepper, Chili sauce, bean curd, laba bean, pickled mustard tuber, shredded radish and other special nutritional condiments.

To sum up, the industrialization of this condiment project has a development foundation.

1.2 the necessity of project construction

1.2. 1 Enrich catering nutrition and enhance national physique.

The catering industry in China has been greatly developed in a new generation of catering that knows how to eat and drink and emphasizes health and nutrition. And make all kinds of dishes full of color, flavor and nutrition. Seasoned food made of natural agricultural products occupies the first place in the kitchen. Onion, ginger, garlic, red pepper, star anise, fermented soybean, coriander, pepper, onion and mint have various colors, which not only help to stimulate appetite, but also have a spicy, sweet, salty and spicy taste.

The products of this project, such as chopped pepper, chili sauce, bean curd and laba bean, are all processed and produced by Hunan characteristic agricultural products with rich nutrition, such as pepper, soybean and bean products (tofu).

Pepper is rich in nutrition, especially vitamin C, which ranks among the best in vegetables. 100 g pepper contains vitamin Cl05 mg. Pepper also has important medicinal value. When eating is not fragrant, when appetite is reduced, put some peppers in the dish to relieve boredom, help digestion, stimulate appetite and increase appetite. Oral administration of a little pepper decoction alone can cure poor appetite, abdominal distension and abdominal pain caused by cold. Boiling soup with pepper and ginger can also treat cold and cold; Especially suitable for patients with dyspepsia. Pepper can strengthen the stomach and help digestion, because it contains an ingredient called capsaicin, which can stimulate the oral cavity and gastrointestinal tract, so it can enhance gastrointestinal peristalsis, promote the secretion of digestive juice, improve appetite, inhibit abnormal fermentation in the intestinal tract, and eliminate gas accumulated in the digestive tract. Eating some peppers properly is also good for people living in wet places, which can prevent rheumatism and frostbite. Chili powder made from red pepper is also a traditional condiment. There are many kinds, and the spicy taste is different. It also has the functions of removing dampness and dispelling cold at moderate temperature, stimulating appetite and promoting digestion, and sweating, and can be used for cooking braised pork. (see table 1, table 2)

Table 1: breakdown of nutritional components of pepper (red, sharp and dry)

Component name content component name content component name content content

Edible part 88 Moisture (g) 14.6 Energy (kcal) 2 12

Energy (kilojoule) 887 protein (g) 15 fat (g) 12.

Carbohydrate (g) 52.7 Dietary fiber (g) 4 1.7 Cholesterol (mg) 0

Vitamin E(T) (mg) 8.76 a-E 6.45 (β-γ )-E 1.2

Ash 5.7 Vitamin A (mg) 0 Carotene (mg) 0

Retinol (mg) 0 Thiamine (mg) 0.53 Vitamin C (mg) 105

δ-E 1. 1 1 Ca (mg) 12 P (mg) 298

Potassium (magnesium) 1085 sodium (magnesium) 4 magnesium (magnesium) 13 1

Fe (Mg) 6 Zn (Mg) 8.2 1 Se (μ g) 0

Copper (mg) 0.6 1 manganese (mg) 1 1.7 iodine (mg) 0

Riboflavin (mg) 0. 16 nicotinic acid (mg) 1.2

Table 2: Table of Nutritional Components of Chili Powder (per kloc-0/00g)

Component name content component name content component name content content

Edible portion 100 moisture (g) 9.4 energy (kcal) 203

Energy (kilojoule) 849 protein (g) 15.2 fat (g) 9.5

Carbohydrate (g) 57.7 Dietary fiber (g) 43.5 Cholesterol (mg) 0

Ash (g) 8.2 Vitamin A (mg) 3 123 carotene (mg) 18740

Retinol (mg) 0 Thiamine (mg) 0.0 1 Riboflavin (mg) 0.82

Nicotinic acid (mg) 7.6 vitamin C (mg) 0 vitamin E(T) (mg) 15.33

a-E 10.64(β-γ)-E 4.08δ-E 0.6 1

Calcium (mg) 146 phosphorus (mg) 374 potassium (mg) 1358

Sodium (mg) 100 magnesium (mg) 223 iron (mg) 20.7

Zinc (mg) 1.52 selenium (μ g) 8 copper (mg) 0.95

Manganese (mg) 1.46 iodine (mg) 0

Component name content (mg) Component name content (mg) Component name content (mg)

Isoleucine 578 Leucine 899 Lysine 727

Sulfur-containing amino acid (T) 6 1 1 methionine 212cysteine 399

Aromatic amino acid (T) 1093 phenylalanine 705 tyrosine 388

Threonine 586 tryptophan 166 valine 737

Arginine 1062 histidine 292 alanine 633

Aspartic acid 1723 glutamic acid 2523 glycine 763

Proline 1 153 serine 622

The chili sauce produced with chili as raw material not only retains the nutritional components of chili, but also produces some soluble substances and special fragrance due to fermentation, which promotes gastrointestinal absorption and increases appetite. At the same time, because it does not contain cholesterol, it can also play a role in fitness and weight loss for obese people.

Table 3: Details of nutritional components of Chili sauce

Component name content component name content component name content content

Edible part 100 moisture (g) 7 1.2 energy (kcal) 3 1

Energy (kilojoules) 130 protein (grams) 0.8 fat (grams) 2.8.

Carbohydrate (g) 3.2 Dietary fiber (g) 2.6 Cholesterol (mg) 0

Vitamin E(T) (mg) 2.87 a-E 2. 18 (β-γ )-E 0.27

Ash 22 Vitamin A (mg) 132 Carotene (mg) 790

Retinol (mg) 0 Thiamine (mg) 0.0 1 Vitamin C (mg) 80

δ-E 0.42 Calcium (mg) 1 17 Phosphorus (mg) 30

Potassium (mg) 222 sodium (mg) 8027.6 magnesium (mg) 9 1

Fe (Mg) 3.8 Zn (Mg) 0.26 Se (μ g) 0.52

Copper (mg) 0. 12 manganese (mg) 0.3 iodine (mg) 0

Riboflavin (mg) 0.09 nicotinic acid (mg) 1. 1

As the "king of beans", the nutritional value of soybean is second to none. The content of protein is as high as 40%, which exceeds that of beef, and can be comparable to animal protein in quantity and quality. Therefore, soybean has the reputation of "plant meat" and "green cow". Protein of soybean contains complete essential amino acids, especially lysine, which just supplements the shortage of lysine in cereals, while methionine lacking in soybeans can be supplemented by cereals. Therefore, our people have always mixed cereals and beans to make proteins complementary. In 2000, USDA decided to completely replace animal protein with soybean protein in the national school lunch plan. The fat content of soybean is 18-20%. Compared with animal fat, it contains less cholesterol, but is rich in linseed oleic acid and linseed oil dilute acid. These unsaturated fatty acids make soybeans have the function of lowering cholesterol. Lecithin is also more, which is of great significance to the development of the nervous system. Every100g of soybean contains about 367 mg of calcium and 57 1 mg of phosphorus, which is suitable for preventing rickets in children and the elderly who are prone to decalcification of bones, and is also beneficial to neurasthenia and physical weakness. Higher than milk. Lecithin content is higher than that of eggs, and it is also rich in minerals and vitamins. Every100g of soybean contains 1 1 mg of iron, which is not only rich in content but also easily absorbed by human body, so it is extremely beneficial to growing children and patients with iron deficiency anemia. In addition, there are inorganic salts such as potassium and sodium and some trace elements necessary for human body.

Soybean fiber is rich in saponins, which can reduce cholesterol in the body. According to Australian researchers, cholic acid secreted by human body for digesting fat is synthesized by cholesterol in liver, and dietary fiber containing saponin can absorb cholic acid and excrete it with feces. The consumption of cholic acid must be compensated by using cholesterol in the body, thus promoting cholesterol metabolism, which not only helps to reduce cholesterol deposition, but also indirectly protects heart health. The nutritional advantages of soybean determine its medicinal value. Dr. messina, an American nutritionist, said that soy helps to relieve or prevent heart disease, osteoporosis, breast cancer, menopausal symptoms and prostate cancer. (See Table 4. )

Table 4. Table of Nutritional Components of Soybean (per100g)

Component name content component name content component name content content

Edible parts 100 moisture (g) 10.2 energy (kcal) 359

Energy (KJ) 1502 protein (g) 35 Fat (g) 16

Carbohydrate (g) 34.2 Dietary fiber (g) 15.5 Cholesterol (mg) 0

Ash (g) 4.6 Vitamin A (mg) 37 Carotene (mg) 220

Retinol (mg) 0 Thiamine (mg) 0.4 1 Riboflavin (mg) 0.2

Nicotinic acid (mg) 2. 1 vitamin c (mg) 0 vitamin e (ton) (mg) 18.9

a-E 0.9(β-γ)-E 13.39δ-E 4.6 1

Calcium (mg) 19 1 phosphorus (mg) 465 potassium (mg) 1503

Na (Mg) 2.2 Mg (Mg) 199 Fe (Mg) 8.2

Zinc (magnesium) 3.34 Selenium (magnesium) 6. 16 Copper (magnesium) 1.35

Manganese (mg) 2.26 iodine (mg) 9.7

Component name content (mg) Component name content (mg) Component name content (mg)

Isoleucine 1853 leucine 28 19 lysine 2237

Sulfur-containing amino acid (T) 902 methionine 385 cystine 5 17

Aromatic amino acid (T) 30 13 phenylalanine 1844 tyrosine 1 169

Threonine 1435 tryptophan 455 valine 1726

Arginine 2840 Histidine 968 Alanine 1542

Aspartic acid 3997 glutamic acid 6258 glycine 1600

Proline 1863 serine 1846

Fermented bean curd made of soybean not only retains the nutritional components of soybean as much as possible, but also refines the nutritional solubility of tofu due to fermentation, which has the unique effect of fast absorption and stimulating appetite. Table 6.

Table 6. Nutrient composition table of sufu

(included in each 100g)

Component name content component name content component name content content

Edible part 100 moisture (g) 68.3 energy (kcal) 133

Energy (kilojoule) 556 protein (g) 10.9 fat (g) 8.2.

Carbohydrate (g) 4.8 Dietary fiber (g) 0.9 Cholesterol (mg) 0

Ash (g) 7.8 Vitamin A (mg) 22 Carotene (mg) 130

Retinol (mg) 0 Thiamine (mg) 0.03 Riboflavin (mg) 0.04

Nicotinic acid (mg) 1 vitamin c (mg) 0 vitamin e (ton) (mg) 8.4

α-ε0.06(β-γ)-ε5.47δ-ε2.87

Calcium (mg) 6 1 phosphorus (mg) 74 potassium (mg) 84

Sodium (mg) 2460 magnesium (mg) 75 iron (mg) 3.8

Zinc (mg) 0.69 selenium (μ g) 1.5 1 copper (mg) 0. 16

Manganese (mg) 0.69 iodine (mg) 0

1.2.2 Adjust and optimize the agricultural structure, promote the development of industrialization, improve the employment structure and increase farmers' income.

The main raw materials of condiments in this project come from agricultural products and need to be supplied in large quantities. However, the adjustment of agricultural structure has changed from fixed production in the past to fixed production by sales, that is, it has developed into "order agriculture" and "order agriculture", which has reduced the blindness of agricultural production and improved operational efficiency. Promoting the further development of dairy industry is an important measure to strategically adjust the agricultural structure and improve the comprehensive benefits of agriculture. To this end, on the one hand, we should vigorously develop the industrial management of the integration of agriculture, industry and commerce, on the other hand, we should vigorously develop agricultural cooperative economic organizations focusing on circulation and service. Driven by leading enterprises, farmers can produce in batches and professionally, provide stable raw materials for leading enterprises, and realize the docking of decentralized management and big market.

The industrialization construction with leading enterprises as the main body has promoted the growth of local economy and the increase of farmers' income by promoting the development of agriculture: first, it has a wide coverage, and farmers in the corresponding regions can increase their income by developing agriculture; Second, it has quick effect and high commodity rate, which has become a direct source of cash income for farmers; Third, the dependence on land is low, the output value per unit area is high, and at the same time, more rural surplus labor can be absorbed, which can effectively alleviate the contradiction of increasing people and decreasing land; Fourth, cash crops and food crops depend on each other and promote each other, greatly increasing farmers' income; Fifth, the long industrial chain and high correlation can not only promote the development of chemical fertilizer, pesticide, fermentation industry and agricultural machinery in agricultural industry, but also promote the development of secondary and tertiary industries such as food, packaging and processing, machinery and equipment, and catering industry; Sixth, it has a strong price advantage in regional market competition and can bring considerable economic benefits.

1.2.3 relying on scientific and technological progress to develop national industries instead of imports.

Relying on scientific and technological progress and innovation, taking the road of sustainable development, developing national industries and supporting national brands have become people's consensus. At present, China's condiment industry is in a period of great transformation, adjustment and differentiation, and foreign capital has set off a wave of backdoor listing to launch acquisitions in China; For example, on May 10, 2002, Dianjiawan Co., Ltd., the largest Japanese condiment company, and Taiwan Province Uni-President established Kunshan Wantong Microbial Technology Co., Ltd. with an annual output of10.5 million tons; /kloc-in may of 0/7, Danone announced that it would merge all the production rights and sales rights of Shanghai famous seagull brewing co., ltd. into its own amoy food enterprise; On June 26th, in Guangzhou White Swan Hotel, Heinz Group, a fortune 500 food industry, acquired 0/00% equity of Guangzhou Meiweiyuan Food Co., Ltd., which is famous for producing delicious soy sauce in Panyu District. Lee Kum Kee Group from Hong Kong is also preparing to go to the west for gold mining and acquire some soy sauce enterprises in the west. In addition, Heinz will acquire Wang Zhihe Group. At present, almost all the big brands and well-known brands in the world have entered China, and multinational companies have occupied a large market.

When multinational food companies buy domestic condiment enterprises on a large scale, some condiment enterprises in China have made some great improvements in brand planning in recent years, but overall, enterprises lack strategic thinking and are short-sighted in their development. The domestic condiment industry is facing unprecedented opportunities and challenges. At present, there is no strong national brand in the domestic condiment market, the brand concentration is low, and the new market structure has not yet formed.

Replacing imports and developing national economy has become an important task of China's economy.

It is also an inevitable choice for the project to build a national brand to replace the import demand.

1.2.4 improve the level of technical equipment and enhance the market competitiveness of enterprises.

The market scale of condiments in China is already very large, but the market concentration is very low. In the south, there is the largest soy sauce condiment enterprise in China, and its annual output only accounts for about 4% of the national annual output, which has not formed a good scale advantage. At present, the annual export volume of soy sauce in China is about 30 thousand tons, mainly middle and low-grade products. Today, Kikkoman, Japan's largest soy sauce company, produces 400,000 tons of soy sauce annually, accounting for about 30% of Japan's national output. At the same time, the concentration of Japanese soy sauce industry is also very high, which correspondingly improves its competitiveness in the international market. Therefore, from this perspective, China condiments have not yet occupied an important position in the global market in terms of enterprise scale and brand reputation. Condiment experts pointed out that China's condiments are an industry that needs to transform from an old brand to a modern brand. How to quickly transform the tradition into a modern brand is the premise for China condiment products to connect with the world and build a brand with world influence. Born out of traditional industries with a long history, China condiments always give people the impression of humble low-value products, with backward packaging and low grade, which greatly restricts the pace of China condiments going to the international market. Nowadays, behind the phenomenon of scattered industries, there is a lack of strong brands with international influence. There is no doubt that China condiment brands must take the road of internationalization.

At the same time, in order to ensure the development of China's national condiment industry, it is very necessary for enterprises to change their operating mechanism, find new development paths, introduce advanced equipment with the goal of technological transformation, and improve product quality and production technology to adapt to the deepening of reform and opening up and market competition under the market economy system.

It can be seen that the construction of this project is very necessary.

1.3 construction site and construction conditions

1.3. 1 Construction site and location conditions

The processing base of this project is planned to be located in Zhuzhou High-tech Development Zone.

Zhuzhou City is located in the east of Hunan Province, 40km away from Xiangtan, Changsha, and 0/0km away from Xiangtan/KLOC-0. It is one of the developed Golden Triangle in Hunan, and the outer ring expressway of Changsha, Zhuzhou and Xiangtan is connecting the three cities.

Zhuzhou has excellent geographical transportation conditions and is the largest railway transportation hub in the south of China. Three main railway lines, namely Beijing-Guangzhou, Zhejiang-Jiangxi and Hunan-Guizhou, meet here, and the Wuhan-Guangzhou special line under construction runs through the north and south. National Highway 106 and 320 pass through the city, and expressways such as Beijing-Zhuhai, Shangrui, Tiantan, Changzhu and Hengyan quickly connect Zhuzhou with all parts of the country, creating a 4-hour economic circle leading to various cities in Hunan and Zhuzhou 1 hour economic circle. The main stream of Xiangjiang River passes through the city, and thousand-ton ships can reach the sea directly. Changsha Huanghua International Airport is only 40 minutes' drive from Zhuzhou.

1.3.2 Natural resource conditions and basic conditions of raw materials of the construction site

Zhuzhou is a typical subtropical humid monsoon climate with four distinct seasons. Subtropical monsoon humid climate, four distinct seasons, abundant rainfall, annual average precipitation 1400 mm, precipitation is relatively concentrated in June-August. There is sufficient light and heat, and the annual average temperature is 18.4℃. The area is rich in natural resources. There are 578,800 hectares of forest land in the city, with an average forest coverage rate of 56.6%. The per capita green space in the urban area is 8 square meters, which is an advanced greening city in China. Xiangjiang, Lijiang and Mijiang rivers are rich in water and hydropower resources.

Zhuzhou and Hunan Province have superior natural conditions. Hunan cuisine is known as "not afraid of spicy food", and the output and consumption of peppers rank first in the country. Its varieties such as Chaotian Spicy are full of spicy taste and rich in nutrition. Rice-bean intercropping in Hunan has a long history. Hunan is the commodity grain base of China. Soybean production ranks fourth in the country. In response to the call of the state, Zhuzhou and its surrounding cities have developed a vegetable base of 60,000 mu, mainly peppers, which is coming quickly.

1.3.3 socio-economic conditions of the construction site

Zhuzhou is an industrial town that has risen from a small town of 7,000 people in the early days of the People's Republic of China after years of construction and development. It is the second largest city in Hunan Province, an important pole of Changsha-Zhuzhou-Xiangtan urban agglomeration and an important node city on the "one point and one line" in Hunan Province. Zhuzhou is cooperating with neighboring Changsha and Xiangtan to develop a "financial city" and promote economic integration.

Zhuzhou is rich in human resources. There are more than 200,000 scientific and technological personnel in the city, and a large number of scientific and technological experts with advanced technical level at home and abroad have gathered. Over the years, a lot of great achievements have been made, and China ranks first in 6 1 industry.

Zhuzhou has strong industrial strength. During the "First Five-Year Plan" period, Zhuzhou was listed as one of the eight key construction cities in China, with 83 large and medium-sized enterprises, forming an industrial system with non-ferrous metallurgy, machinery manufacturing and chemical raw materials as pillar industries, electronics, electricity, coal, ceramics, fireworks, clothing, medicine, food processing and new materials. Zhuzhou High-tech Development Zone is one of the only two national high-tech development zones in Hunan Province. Zhuzhou is a national key city of manufacturing information engineering, a national base for the transformation and industrialization of new material achievements, and a national base for the industrialization of sensor technology in the Torch Plan.

The advantages of Zhuzhou logistics have developed rapidly, and now it has become an important material distribution center in the south of the Yangtze River. There are 337 markets in the city, and the turnover of truffle clothing market and Zhongnan motorcycle market exceeds 654.38+0 billion. Zhuzhou is also one of the 33 comprehensive production bases of export commodities in China.

Optimization of business environment in Zhuzhou. It has attracted a large number of domestic and foreign merchants to invest in Zhuzhou, and nine Fortune 500 multinational companies, including Siemens, Yamaha, Pratt & Whitney and McDonald's, have successively settled in Zhuzhou.

Zhuzhou now governs five counties (cities) including Zhuzhou County, Liling City, Youxian County, Chaling County and Yanling County, and four urban areas including Hetang District, Lusong District, Shifeng District and Tianyuan District, as well as the national Zhuzhou High-tech Industrial Development Zone, with a total area of 1 1270 square kilometers and a total population of 3.7 million, of which cities have been built. In 2006, the city's GDP was 60 billion yuan, and the total fiscal revenue was 5.3 billion yuan.

In the next five years, in the face of the historic opportunity for the country to implement the strategy of the rise of Central China, Zhuzhou City has identified four major industrial priorities: the construction of high-quality agricultural products base, intensive processing of agricultural products, machinery manufacturing, professional market development and commercial circulation services, and has given priority to vigorously developing animal husbandry. Subsequently, Zhuzhou introduced preferential policies for agricultural investment to support various agricultural industrialization enterprises. The output value of leading agricultural enterprises in Zhuzhou increased by 30%.

The processing base of this project is planned to be located in Zhuzhou High-tech Development Zone. With the transportation advantage of Zhuzhou Jiangnan Hub, the products can be delivered to all sales markets in time.

Chapter II Market Analysis and Forecast

2. 1 market position

2. 1. 1 World Condiment Market Status

The annual turnover of condiments in the world is about $21800 million, accounting for about 10% of the food industry. At present, it still maintains the development momentum. The world condiment market has great development potential. Trend forecast: the condiment fermentation industry will develop rapidly in the next five years, such as monosodium glutamate, and the output is expected to be about10.5 million tons in five years. It is expected that with the development of food industry and catering industry, condiment and fermented products industry will develop faster on the existing basis.

With the rapid development of food industry and the substantial improvement of people's living standards, China's condiment industry has developed rapidly. Food consumption in economically developed areas 10 yuan, including condiment consumption 1 yuan.

2. 1.2 Analysis of the current situation of condiment market in China

In 2005, the total output value of food enterprises above designated size in China continued to grow rapidly. It is estimated that the total output value will be 2 trillion yuan, a year-on-year increase of 25%. The condiment market presents a new pattern, which has become a new economic growth point of the food industry and has a very broad development prospect. After several rounds of industry integration and capital integration at home and abroad, China condiment market has leapfrogged from a relatively backward industry into an industry with fierce market competition. The scale of condiment market reached 88 billion in 2005, and will exceed 654.38+000 billion in 2006, which provides excellent development opportunities for condiment enterprises in China.

From 2004 to 2005, many changes have taken place in condiment industry. The "Sudan Red No.1" storm in 2005 left many foreign condiments in trouble, but it brought new market opportunities to local condiments. New industry standards were promulgated and implemented, and the market access system was gradually established. Multinational food companies have acquired domestic condiment enterprises on a large scale, and mergers and acquisitions between domestic enterprises are also increasing, and new capital is entering the condiment industry one after another. For a time, the condiment market was surging. Market demand is also undergoing major changes. The condiment industry has entered a period of great transformation, adjustment and differentiation, facing unprecedented opportunities and challenges.

Brand aspect. At present, there is no strong brand in condiment market. For example, Beijing Hao Ying Yatai Consulting Co., Ltd. conducted a targeted market survey on Beijing condiment market from March 2, 2002 to 10, and adopted the internationally accepted CLT survey method. The survey shows that the concentration of condiment brands is low. Among the best condiment brands that consumers think, only one brand "Delicious" mentioned more than 10%, which is10.6%; "Too happy"? 7. 1% ranked second; Haoji, Golden Lion and Longmen ranked third with 5.3% respectively. Meiji and Zhen Ji are also on the list, with a reference rate of 3.5%; Other brands accounted for 59.3%. It is not difficult to see that the overall brand concentration of condiments is low, and there are no leading brands or even strong brands in the market.

? Taste: Besides soy sauce, monosodium glutamate, salt and vinegar, the most popular condiments for consumers are chicken essence (16. 1%), Chili sauce (13.4%) and salad sauce (8.0%). Cooking wine (3.6%) and soup (2.7%). The main products produced in this project are Chili sauce, laba beans and so on. (See Table 7 below).

Table 7: Consumer's favorite condiment category market questionnaire

2.2 China condiment market development and prospects.

2.2. 1 Growth of condiment market in China

Condiment has always been regarded as a "niche product" in China. In recent years, the slogan of "becoming a big condiment market brand" is awakening more and more enterprises. In other words, many domestic condiment enterprises finally dare to face themselves, dissect themselves, jump out of the industry circle to see the situation clearly and plan their development.

At present, China's condiment industry is growing at more than 20% every year, which is one of the fastest growing categories in the food industry. Market competition has also changed from incomplete competition to the improvement of industry concentration, and large enterprises in the industry have begun to dominate the market.

In 2003, the total sales revenue of Chinese mainland condiment industry was 38.03 billion yuan, up 22.29% year-on-year, and the total profit was 265.438+300 million yuan, up 26.74% year-on-year. The sales revenue of soy sauce industry was 9.5 18.64% year-on-year, and the total profit was 307 million yuan, up 2.244% year-on-year. In 2004, the growth rate of economic indicators such as the total industrial output value and accumulated product sales revenue of condiment and fermented products manufacturing industry in China also remained above 10 percentage point, and the accumulated product sales revenue was 449,038.6 billion yuan, with a growth rate of 20. 19%. In 2005, the total industrial output value of condiment and fermented products manufacturing industry in China was 635.5 billion yuan, an increase of 36% over the same period in 2004. The growth rate of cumulative product sales revenue is also very high, which is 34.98%, and the growth rate of other economic indicators basically remains above 10%. During the period of 20061-1,the total industrial output value of condiment and fermented products manufacturing industry in China was 638,262.68 billion yuan, an increase of 28.58% over the same period of 2005, and the cumulative product sales revenue increased by 28.26%. (See Table 8)

Table 8, Growth Rate of Condiment Market in China from 2003 to 2006

2.2.2 Development direction and trend of condiments in China.

(1) The condiment industry has entered a period of rapid development.

As mentioned above, condiments in China have developed again in recent years. At the same time, the survey results of China condiment market by AC-Nelson and CICE Market Research Center also show great development. In 2006, it broke through the 100 billion yuan mark, the market developed rapidly, and the market competition environment deteriorated. (See table 8 above)

China's condiment industry is growing at more than 20% every year, which is one of the fastest growing categories in the food industry. Market competition has also changed from insufficient competition to the improvement of industry concentration, and large enterprises in the industry have begun to dominate the market.

(2) The purchasing power of condiments is enhanced, and the products tend to be middle and high grade.

In 2004, China's per capita GDP exceeded $65,438+0,000 for the first time. According to international practice, this means that residents have entered a high-quality life stage. China people, who are food-oriented, first think of eating well. On the one hand, they eat out, on the other hand, they are used in family kitchens. Condiments show a trend of high-grade development. The trend is from "full" to "good" and the taste is from "fragrant" to "delicious", and the market capacity of middle and high-grade condiments is further expanded. The development in 2005 and 2006 showed a trend. Analysis of the factors of high-grade development of condiment enterprises' products mainly includes the following points:

1, the hard cost of enterprise product production requires price increase.

2. The manufacturer's pricing is unreasonable, the profit is too low, and it is required to develop to the middle and high grade. In the past, there were some unreasonable pricing of condiments. The basic raw material of condiment factory is agricultural and sideline products, and the price has gone up. With the national regulations on employee welfare and taxation, the pricing of condiments by manufacturers should also be improved.

3. Condiment factory is eager to get rid of regionality, which also makes the factory's demand for profit increase. Condiment factories, whether because of the deterioration of local market competition environment, relying on local survival difficulties, or trying to break through geographical restrictions and sell them to the whole country, need to produce medium and high-grade products to support them. To put it simply, for example, an enterprise in Fujian wants to transport a box of soy sauce to other provinces, not to mention making money, and the freight alone will cost 6-8 yuan per box. Therefore, it is a trend for condiment enterprises to develop into medium and high-grade products. The product prices of major manufacturers in Haitian, Vista, Delicious Fresh and other industries have also been adjusted many times in recent years, and the development of high-end products has become a * * * knowledge.

(3) The diversification and specialization of condiments are gradually showing a trend.

Traditional condiments, besides soy sauce, vinegar and other bulk products, the market demand for soy sauce, soy sauce and compound seasoning is increasing. Chinese condiments and western condiments are both honored. The trend of specialization development of condiment products is revealed. Such as soy sauce, is divided into various functional soy sauce, such as steamed fish soy sauce,