The China International Bakery Exhibition just concluded The changes in the industry we saw

Views: 5     Author: Site Editor     Publish Time: 2022-12-21      Origin: Site

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The China International Bakery Exhibition just concluded The changes in the industry we saw


The 24th China International Bakery Exhibition (hereinafter referred to as Shanghai Exhibition), which was postponed due to the epidemic, was successfully held under the full promotion and organization of China Bakery and Sugar Products Industry Association and Beijing Bakery Exhibition Service Co., Ltd.

For no unexpected reason, fewer people participated in the exhibition, and the scale became smaller. But we saw another key word through the presentation of the exhibition-return. This exhibition has returned to professionalism, essence and pragmatism. It may be because of the business environment, or it may be because of the change in the mentality of the trader. In short, this bakery exhibition has become more pragmatic than ever.

The end of each exhibition heralds the arrival of updated standards. How can upstream companies make good use of the exhibition to better display their companies, and how can downstream companies make good use of the exhibition to find suitable resources? Let’s focus on "what should manufacturers show? Terminal enterprises What to see”, let’s talk about:


What are upstream manufacturers showing?

01. Exhibition image: the exhibition hall is the face, the team is the face


When it comes to the exhibition, the first reaction is to have a creative exhibition hall design, and all manufacturers have tried their best like a peacock opening its tail. The creativity of the pavilion is too important, especially in this era when beauty is justice. The momentum of the pavilion and the creativity of the pavilion represent the image of the manufacturer, which is the expression of the strength and vitality of an enterprise. A good exhibition hall must allow you to stop and watch, allow you to take pictures and post circles, and allow you to express admiration.


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But can the pavilion only be a volume design? Isn't a team with combat effectiveness and spirit the most worthy image of an enterprise to display and show off?

A large-scale exhibition will undoubtedly test the vitality, endurance and organizational ability of an enterprise. In the high-intensity work of the Shanghai exhibition, the team of dozens or hundreds of people can be organized in an orderly manner, and everyone is full of energy. Isn't it a manifestation of the strength and vitality of an enterprise?

The visual impact and pleasure brought to people are always short-lived. Only the spiritual and ideological shock can truly affect the industry and partners and gain their "recognition from the bottom of their hearts".


02. Exhibition products: a product that hit the market is the demon of all manufacturers


Today's manufacturers are becoming more and more versatile. They not only need to be able to develop and produce products, but also know how to develop product applications. They must not only have marketing plans and packaging materials for applied products, but also know how to promote Meituan's /TikTok/ Xiaohongshu. If it’s just the “volume plan”, it’s okay, but what makes manufacturers even more troublesome is the “volume subsidy”: subsidized materials, subsidized promotions, subsidized Douyin promotion...


Why? Because all manufacturers want to explode, and if they want to explode, they must invest more resources. But the problem is, when everyone wants to explode and invest resources, what should we do?

There are two ways: either everyone will be involved in the death penalty, and you will win if you get out of it. Or find another way and define a new battlefield by yourself.

Brands and popular products, who is serving whom? This is the first question that needs to be considered in creating explosive products in the next stage. We often say that we think about problems from the perspective of customers, so how should we answer this question from the perspective of terminal bakeries?

Occasional pursuit of explosive models, frequent consumption of classic models - this is the normal state of future consumption. Therefore, explosive products must not only be created, but also high-quality explosive products must be created.

What is a high-quality explosion? Not only do you not need to promote at a low price, but you can sell an explosive product for an extra dollar, it is called a high-quality explosive product. Not only can it sell well by itself, but it can also drive the sales of the entire category and the entire cabinet, which is called high-quality hot products.

 

03. Exhibition concept: talk less about product innovation and more about product strategy


The industry has entered the era of systemic competition. What is system competition? There is no obvious short board is system competition. So for the enterprise, is your shortcoming in product innovation? Or is it short in product strategy?

The cost of a product, product quality is the basic guarantee, but in the end it depends on what problems your product solves for the bakery and what value your brand carries.

More and more clear positioning and more and more clear value demands are the embodiment of the industry becoming more and more professional.

It is a consensus that the baking industry has entered the era of inventory competition. To put it more bluntly, all your growth has been snatched from others, either by grabbing your similar competing products, or opening up new businesses to rob across banks.

 Some people are subdividing and shaping themselves into a single-product bully.

Some people are diversifying, constantly enriching and expanding product lines around a core raw material. Even completely cross-border robbery.

All in all, what we saw all over the exhibition was the word "grab". But whether you can grab it depends not on the product or positioning, but on the ability of the system around the product and positioning to solve problems.

04. Demonstrating strength (trust): Big manufacturers come hard, and small factories can be soft

Manufacturers exhibit their images, products, concepts... What are they exhibiting? What is developed is strength, but in essence it is trust.

These are of course the traditional advantages of the big bakeries. Not only the brand has a long history, the product line is comprehensive, and more importantly, the pockets are big. The exhibition hall is large and luxurious, easily crushing a lot of small manufacturers.

But it doesn't mean that I don't have money. I'm a small and medium-sized manufacturer, so I can't show my strength or do I have no strength?

of course not! That's why we say that we must "show both face and inner face". Big factories can show their faces, while small factories can show their inner faces. Face is supported by time and money, and face can be shown by ideas and energy.

For example, which exhibitor impressed us the most this year? BRESSO definitely deserves to be on the list.

It's not because BRESSO's booth is huge, the lights are bright, and there are many exhibitors. But from BRESSO, we have seen the strategic and offensive performance of an enterprise at the most difficult moment in the industry, and I think all this stems from an enterprise's confidence in the industry and desire to win. This is the most commendable.


Due to various reasons, everyone was relatively pessimistic before the exhibition. Therefore, many exhibitors will pay less attention and attention to this exhibition, which can be well reflected from the image of some brands and the status of exhibitors. Exhibiting with such a mentality of making do is not only will not show strength or trust, but will be a kind of harm to the enterprise, it is better not to come!

What does the downstream terminal see?

01. Look at the product: a good product is not a good-looking product, but a profitable product

The Shanghai exhibition this time is obviously less lively, because there are fewer people watching the excitement.

It may be because it has been difficult for everyone to make money in recent years, or it may be that the number of visitors to the exhibition is predicted to be low. All in all, there were a lot less fancy products and lively performances at the venue, and everyone suddenly became pragmatic. On the bright side, this is called the industry is becoming more and more mature. On the negative side, the competition in the industry has become more and more cruel. There may be many people and companies who came to watch the excitement before, but they have disappeared from the baking industry.


You can have dazzling products, but terminal chain stores, as professional customers who come to the exhibition, naturally need to find and even solve some practical problems through the Shanghai exhibition. When looking at products, of course the key point is to look at those products that can land and make money.

Because only Shanghai Expo can allow you to gain a systematic, comprehensive and in-depth understanding of the latest developments in the baking industry in just a few days. Take a look, touch, taste, and chat. This kind of immersive reality and the efficiency of face-to-face communication can never be replaced by fragmented live broadcasts and videos.


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So what to look at is not the key, but what questions to look at is the key.

02. Look at the plan: every old product will have to be redone after 5 years

How to find the product that can help you make money the most? Look at the product plan!

Delicious products are not the goal, and good-looking products are even less the goal. Through products, what needs of customers are solved and what problems of enterprises are solved is the purpose. So "the product is the solution". A product is a container for a solution.

If you still only judge product taste and craftsmanship, if you still only judge packaging design and materials, if you still only dare to engage in traffic and promotion, you dare not set high prices or raise prices. Then you must still not find the right solution. Although the market is going down, the peers are in volume design and volume price. But the core idea to solve the problem is not to cut down on food and clothing, not to improve quality and lower prices, not to involve in a shrinking market, but to create a new market!

Rejuvenation plan for old brands, rejuvenation plan for old products

Why do we say that every old product needs to be remade every five years. Because this is the key to making money from the product line and wanting the product line to be "long-lasting and fresh". Because classic old products have been verified by market competition, classic products can always be kept fresh, but customers will change, and the way customers consume will always change. Products must follow user needs and iterate continuously.

You just need to ask yourself, what do the group of people who have the most consumption power now and the most consumption power in the future need?

    03. Look at the trend: it's time to "get rid of the real and turn to the virtual" You are a brand with only a dozen bakeries, do you also feel: it’s time to build a decent factory?

Or if you are a brand with dozens of bakeries, do you also feel that it is time to expand production capacity and build a bigger factory?

  This question will be answered by Shanghai Exhibition.

Whether it is an upstream manufacturer or a terminal chain store, the industry is providing "one-stop" services: one-stop production equipment, one-stop product solutions, one-stop packaging implementation, and one-stop management training.

   What does one-stop service mean? It means that those who can be one-stop are not core competitiveness. Product production is not, and neither is design packaging. As long as you have money, it is almost as easy and convenient as online shopping if you want to set up a cake shop or a raw material manufacturer, but the hard part is to sell the products and make money back.

So we must understand that products and factories are critical but not winners. Brand operation ability and enterprise management ability will definitely determine the future success or failure. But it is these soft powers that sound "virtual" that are real hard skills.

 

With an insight into such a general trend and with such a comprehensive thinking, we can systematically formulate a strategy for enterprise development and avoid going into: building factories when the products are not strong, building channels when the factory capacity is large, and finding people when there are too many channels. It is a vicious cycle of finding people and managing them poorly.

Hegel has a famous saying: The only lesson that mankind can learn from history is that no lesson has been learned from history. The competition is fierce and the economy is going down. What you have to do is not to make discounts and promotions to increase traffic, nor to just dig out selling points and upgrade designs, but to change your thinking and try new things boldly.



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