SoySauceLearning

醬油基礎(chǔ)知識Content內(nèi)容MarketSizeandSegment市場規(guī)模和細(xì)分SoySauceMarketSize醬油市場規(guī)模SoySauceSegmentandTrend醬油品類細(xì)分和趨勢ConsumerConsumptionandHabit消費(fèi)者消費(fèi)習(xí)慣Purchasebehavior購買行為CookingHabitandAttitude烹調(diào)習(xí)慣和態(tài)度BrandCompetitionandImage品牌形象和競爭MarketShareofBrands品牌市場份額BrandawarenessandImage品牌知名度和美譽(yù)度Keydriverforoverallliking(sensory)驅(qū)動喜好的主要因素(感官的)MarketSizeandSegment

市場規(guī)模和細(xì)分MKTSize&Consumption市場規(guī)模和消費(fèi)年市場份額年人均消費(fèi)

調(diào)味品中最大的品類，滲透率達(dá)97%

上海以其眾多的人口和成熟的餐飲業(yè)而成為最大的市場

北京每年消費(fèi)醬油量最多，而廣州的人均花費(fèi)最高。SoySauceMKTStructure醬油市場結(jié)構(gòu)消費(fèi)量消費(fèi)金額平均價格(元/升)

廣州北京

上海生抽老抽醬油10.03.63.4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

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SegmentationofSoySauce醬油市場細(xì)分消費(fèi)者給出的快速細(xì)分:Guangzhou廣州生抽,老抽&“蘸”的(Shengchou,laochou&dipping)Beijing北京Shengchou,laochou&ordinaryjiangyou生抽，老抽，醬油Cooking&dipping/mixing燒菜的，蘸的/涼拌的Shanghai上海Shengchou,laochou&ordinaryjiangyou生抽，老抽，醬油Byclass按等級Guangzhou廣州Byclass按等級Bytaste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Byclass檔次(Premiumusers高檔使用者)Byacceptancelevel可接受的水平(大眾消費(fèi)者)其他細(xì)分準(zhǔn)則:SegmentationofSoySauce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)SegmentationofSoySauce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SegmentationofSoySauce醬油細(xì)分Stirfrying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基本上不加任何醬油Braising(redstew,hongshao)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15-30分鐘(因此叫紅燒).Deepmarinating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/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)分市場與品牌的聯(lián)系經(jīng)濟(jì)實(shí)惠發(fā)展趨趨勢--上上海:-普普通醬醬油仍仍處主主導(dǎo)地地位-逐逐漸漸向老老抽和和風(fēng)味味醬油油過度度9.375.070.561.255.08.78.716.221.6SH'01SH'02SH'01SH'02生抽老抽醬油風(fēng)味醬醬油量金額Source:ConsumerPanel結(jié)論和和暗示示結(jié)論:市場巨巨大，，每個個地區(qū)區(qū)由于于烹調(diào)調(diào)方式式不同同而具具有不不同的的是市市場細(xì)細(xì)分整個品品類向向高檔檔產(chǎn)品品發(fā)展展，特特別是是上海海，北北京隨隨之暗示:必須重重視的的具有有吸引引力的的市場場每個地地區(qū)的的每個個細(xì)分分市場場需要要不同同的策策略GZ:開發(fā)發(fā)高檔檔產(chǎn)品品SH:開開發(fā)老老抽／／生抽抽以提提高形形象和和毛利利BJ:為為了品品牌形形象需需要老老抽／／生抽抽，但但也得得注重重普通通醬油油市場場以獲獲得市市場份份額消費(fèi)者者行為為滲透率率:-基本上上每個個人都都使用用醬油油，但但因城城市和和細(xì)分分市場場而不不同-仍仍有空空間提提高生生抽和和老抽抽在東東區(qū)和和北區(qū)區(qū)以及及風(fēng)味味醬油油在各各區(qū)的的滲透透率ByTypeofS.SauceByPackageofS.Sauce消費(fèi)者者的購購買行行為——上海每個家家庭平平均每每年消消費(fèi)7.3L,34RMB的的醬油油,用用量量較多多的消消費(fèi)者者為每每年14.7L購買頻頻率:醬醬油每每兩月月一次次,老老抽抽/風(fēng)風(fēng)味醬醬油每每四月月一次次普通醬醬油使使用者者也購購買其其他醬醬油,平平衡衡高檔檔醬油油和大大眾化化醬油油,不不同的的烹飪飪方法法是用用不同同的醬醬油每次購購買,她們們愿意意花3元買買普通通醬油油或者者是風(fēng)風(fēng)味醬醬油,但但愿意意花8元買買老抽抽老抽通通過提提高滲滲透率率獲得得市場場份額額,但但還還有很很大的的空間間繼續(xù)續(xù)發(fā)展展.同時,醬醬油有有著很很高的的滲透透率,但但比去去年有有所減減弱.SwitchIndex9474121機(jī)會:生抽和和風(fēng)味味醬油油用于于冷菜菜,涼涼拌拌和蒸蒸菜購買頻頻率:每每兩月月購買買一次次袋裝裝醬油油,瓶瓶裝裝每四四月一一次,桶桶裝半半年一一次.先先買買瓶裝裝,然然后后將袋袋裝醬醬油罐罐入瓶瓶裝內(nèi)內(nèi),然然后后買新新瓶,在罐罐入平平衡衡方便便和經(jīng)經(jīng)濟(jì)實(shí)實(shí)惠消費(fèi)者者愿意意為買買瓶裝裝而多多付出出-塑塑料瓶瓶:輕輕,容容易易攜帶帶,并并比比玻璃璃瓶便便宜-玻玻璃瓶瓶:跟跟高高檔/衛(wèi)生生/安安全桶裝因因方便便,經(jīng)經(jīng)濟(jì)濟(jì)實(shí)惠惠以及及消費(fèi)費(fèi)者忠忠誠度度的提提高而而發(fā)展展(大大包包裝,價價格便便宜)但也有有人擔(dān)擔(dān)心新新鮮度度的問問題,因因?yàn)樵谠诩依锢飼１４孑^較長時時間機(jī)會1.1L桶裝裝2.玻玻璃瓶,高檔檔醬油SwitchIndex1099594消費(fèi)者購購買行為為–上上海消費(fèi)者的的情況-上海重度消費(fèi)費(fèi)者,占人口的的20%,但消費(fèi)了了總量的的40%,占金額的的37%那些收入入中等和和較低的的重度消消費(fèi)者仍仍然傾向向于買袋袋裝醬油油,但但與去年年相比,使用用老抽和和玻璃瓶瓶裝醬油油中等和較較低收入入的中度度消費(fèi)者者正向老老抽和風(fēng)風(fēng)味醬油油轉(zhuǎn)入,從袋袋裝向桶桶裝轉(zhuǎn)換換收入很低低的輕輕度消費(fèi)費(fèi)者(占占人口口的50%),向玻玻璃瓶老老抽/風(fēng)風(fēng)味醬油油轉(zhuǎn)換重度消費(fèi)費(fèi)者的消消費(fèi)行為為—上海海消費(fèi)者比比率-醬醬油種種類消費(fèi)者比比率––包裝裝上海市場場在不斷斷變化,75%的消費(fèi)者者會使用用至少兩兩種種類類和兩個個包裝的的醬油ConsumerPurchaseBehavior-BJPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageEachBJHouseholdconsume10Landspend38RMBBJissimilarasSH,dominatedbyJiangyouwithhighpenetrationandloyaltyBJisforecasttofollowSHtoupgradetoLight/DarkSSalthoughverylowpenetrationnowDifferentfromSH,G.BottleandbarrelaremuchimportantthanPouch,evenwithJiangyouBeijinesehaslesspurchasefrequencycomparedtoSH,andwithhighervolumepertime(2bottle/pouchpertime,1barrelpertime)duetolessconvenientofshoppingenvironmentcomparedtoSHOpportunityfor1Lbottle/barrel不用翻HeavyconsumerPurchaseBehavior-BJ82%heavyuserareregularonlyorregular+lightbuyer31%heavyuserareglassbottleexclusiveuser,Mediumuseraremoreduplicateuser,wholiketotrydifferenttypeofSS,easytoupgradetoother%ofbuyer-TypeofSS%ofbuyer-Package不用翻H/M/LUserprofileandWhattheyuse-BJSoysauceusedbyH/M/LuserHeavyuseuse,20%ofpopulation,butconsume50%ofvolumeTheyareclearlyskewtolowincomeandbigfamily,affordableisveryimportantRegularsoysaucedominateheavyuser’basketMediumaremoremediumincomeLightaresmallfamilyMediumandlightuserareeasytoupgradetodark/lightsoysauceOpportunity:1.TargetMediumuserfirstwithDark/lightsoysauceinBarrel/G.Bottletobuildimage2.Sellaffordableregularsoysauceinglassbottletoheavyuserforvol/valshare不用翻ConsumerPurchaseBehavior-GZPenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePricePenetrationQB(Liter)/NBEXP(RMB)/NB#ofPurchaseLoyaltyRateAveragePriceSoySauceTypeSoySaucePackageGZconsumeless(6.6L)butspendmost(44RMB)onsoysauce,esp.onLightsoysauceLesspurchasefrequency,lessvol.purchaseeachtimeexceptLightsoysauce(mainly1barrelor1bottleeachtime)about50%userbuysoysauceinbottleandbarrel,but29%areexclusiveGlassbottleonly,and12%barrelonlyNopouchinGZ,butstillquitestrongwithBulkwiththecheapestprice不用翻HeavyconsumerPurchaseBehavior-GZHeavyusernotonlyuselightsoysauce,butalsoregularandDarksoysauceMostofheavyuserbuybottleandbarrelMorethanhalfoflightuserareonlyuseonetypeofsoysauce:eitherlightorregularSoysauce55%oflightuserareexclusiveonepackageusereitherGlassbottleorbarrel%ofbuyer-TypeofSS%ofbuyer-Package不用翻Who:H/M/LUserprofileandWhattheyuse-GZSoysauceused(Vol)byH/M/LuserHeavyuseruseisbigfamilyHeavyuserismorelightsoysauceinbarrel不用翻通路:-上海海以現(xiàn)代代通路為為主(over90%)-北京京/廣州州的主要要通路也也是賣場場和超市市(占80%)VolumeBaValueBased結(jié)論&暗示示結(jié)論:總體醬油油的滲透透率很高高,但老老抽和生生抽的滲滲透率不不高每年每個個家庭的的醬油花花費(fèi)在廣廣州為50元以以下,北北京和和上海在在40元元以下購買頻率率為每兩兩個月一一次(上上海北北京為普普通醬油油,廣廣州為生生抽),其它它較低每次購買買量大概概為1升升,不不包括風(fēng)風(fēng)味醬油油在上海,大多數(shù)數(shù)人會購購買兩種種包裝以以上的醬醬油在上海和和北京,重度度消費(fèi)者者傾向于于購買普普通醬油油,中中度和和輕度消消費(fèi)者傾傾向于購購買老抽抽和生抽抽暗示:在上海和和北京,開發(fā)發(fā)老抽和和生抽醬醬油具有有很大的的機(jī)會每年的消消費(fèi)量很很低,具具有很很大的空空間提高高消費(fèi)量量,有有機(jī)會向向高檔醬醬油轉(zhuǎn)換換有機(jī)會發(fā)發(fā)展1L包裝有機(jī)會做做各種醬醬油的聯(lián)聯(lián)合促銷銷有更多的的機(jī)會在在中度和和輕度消消費(fèi)群中中提高醬醬油的檔檔次,尤尤其在北北京烹調(diào)習(xí)慣慣及態(tài)度度食品結(jié)構(gòu)構(gòu)&菜菜肴數(shù)數(shù)量北京廣州上海=蔬菜菜=蔬菜菜=蔬菜菜豬肉>牛肉/羊肉>海鮮/家禽+海鮮>豬肉>家禽/牛肉/羊肉+?冬天品海鮮>豬肉>家禽/牛肉/羊肉+目的-消除饑饑餓,補(bǔ)補(bǔ)充能能量-方便快快捷-消除饑饑餓-方便-營養(yǎng)/口味味-聯(lián)結(jié)整整個家庭庭烹調(diào)方式式&使使用的的醬油運(yùn)用各種運(yùn)用不同生抽老抽生抽/風(fēng)味醬油醬油/老抽抽醬油/老抽抽生抽生抽老抽生抽/風(fēng)味醬油醬油/老抽抽醬油/老抽抽生抽醬油市場細(xì)細(xì)分:運(yùn)運(yùn)用Dipping沾沾著吃Stirfrying炒炒Braising紅紅燒Stewing燉燉,燜燜Steaming蒸蒸Marinating腌肉肉Mixing拌著著吃口味至關(guān)重重要顏色至關(guān)重重要顏色不能太太深,不不然會覆覆蓋食物的的顏色,醬醬油的口口味是最重重要的必須給食物物帶來亮紅紅色,口口味來自于于其他調(diào)味味品,如糖糖對醬油的需需求Dipping沾沾著吃Stirfrying炒炒Braising紅紅燒Stewing燉燉,燜燜Steaming蒸蒸Marinating腌肉肉Mixing拌著著吃廣州:生抽非常重重要(蒸蒸,炒,也可用用作其他各各種用途)老抽偶爾使使用蘸的醬油上海大眾消費(fèi)者者:醬油油+生抽抽用于蘸食食,涼拌拌高檔消費(fèi)者者:生抽抽+老抽抽或醬油,有些使使用較貴的的蘸醬油北京大眾消費(fèi)者者:僅使使用醬油,或加一一點(diǎn)生抽高檔消費(fèi)者者:醬油油/老抽抽+生抽抽有些使用較較貴的蘸醬醬油不同城市不不同使用方方式:醬油市場細(xì)細(xì)分:運(yùn)運(yùn)用口味至關(guān)重重要顏色至關(guān)重重要烹調(diào)方式和和醬油的趨趨勢—上海VolumeBasedValueBased更多的海鮮鮮/蔬菜更少的肉類類更多的蒸/炒較少的紅燒燒/燜趨向老抽更多的生抽抽/風(fēng)味醬醬油趨向瓶裝和和桶裝袋裝醬油的的消費(fèi)群為為50歲左左右塑料瓶醬油油的消費(fèi)群群為40歲歲左右塑料瓶醬油油的消費(fèi)群群為30歲歲左右Moredisposableincome由于營養(yǎng)過過剩產(chǎn)生的的新的健康康問題需要更多的的健康飲食食習(xí)慣烹調(diào)的時間間壓力使用較少醬醬油(平均消消費(fèi)量:在在上海減減少3.6%)花費(fèi)更多高質(zhì)量,高高檔醬油(每次購購買的花費(fèi)費(fèi):增長長4.5%)較少的購買買頻率(每年減減少3.5%)SalesVolume‘‘000LiterGrowthRate:-2.5%SalesValueM.RMBGrowthRate:2.5%AveragePriceis5.1%higherthanyearago.On100%Loss(-272)DarkSoy96FlavorSoy79LightSoy916.9%4.7%88.4%On100%Loss(-172)PlasticBottle75Barrel96GlassBottle90On100%Gain(+13)Bulk817.1%3.9%JiangyoustilldominatethemarketinSH,butswitchtoDarkSS,aswellFlavorSSPouchisstillpopularinSH,butswitchtoBarrelaswellG.BSoySauceSwitchWay:CensydiamModelForCookingIndividualRecognitionWithdrawingtoInnerWorldGoingtoOuterWorldFun/EnjoycookingFinishthecookingdutyBelongingDoformyselfIntegrationHarmonyandintegrateCalmdowninsecure,berecognitionCare&NourishfamilyShowoffcookingskill,showmyvalueCookSegmentandNeedsFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceSoySauceCurrentPositionFun/EnjoycookingHarmony&integrateBelongingShowoffcookingskill,showmyvalueDoformyselfCalmdowninsecure,berecognitionFinishthecookingdutyCare&Nourish#115%Creatingillusionofcooking#227%Cookingforlove#314%Cookforsurvive#711%Keepingallinbalance#88%showoff#54%Cookforappreciation#67%cookforimpress#414%savefaceLKKLaocaiKnorrHaitianSeagullNewLCAMOYCityCulture&AttitudeDifferenceChengduShanghaiBeijingGuangZhouEnjoyTastyFood-Topimportant:Money,morerealistic,downtoearth-Bepoundoffoodculture(richandvariablefood)-Wanttobeaboss,evenverysmallcompany-Putmanyeffortoncooking,andmanyenjoyit-Greatpleasureineatingthanfunctionalvalues-Emphasisonfreshnessandnaturalness-Familyorientedalthoughkidisimportant-Selfimage:capable,greatcook“Ifeelgood”Traditional-Dreamtobeapowerfulofficer,moreinterestinginPoliticratherthanfood-Foodisnothottopic,lesseffortspentincooking-Morebasicincooking&eating,aroutineandnecessity-Ensurebalanceandnaturalness-Kidpreferenceinfluenceme,butthinkmoreforwholefamily-Selfimageasacook:notexpert,butfeelallright“ThatisthebestIcando””ResultOriented-Dreamtobeexcellentwhitecollar,highincome,greatlivingstand-FamoustobeGoodatbalancevalueandmoney,capablehousewife-ModernandopentoWestern-Extremelykidoriented,kid’’successistheirdream-Seethefunctionalroleofmeal:betterperformancenowandfuture-Buyfreshfoodnotonlytastybutalsohelpfulonnutrition-Putgreateffortoncooking,Selfimage:Oktobeagreatcook””Itryhard”BJSH不用翻Conclusion&ImplicationConclusion:Stirfryismaincookingway,CantoneseismoresteamingandSHismorebraisingTrendismoresteamingandlighttasteDifferentneedfordifferentSSColororientedforbraisingTasteorientedforsteaming/DippingMostofChinesearefamily/kidorientedshowthelove:27%orcontrolandbalanceeverything:15%orjustfinishthecookingjob:14%Still11%areveryinsecurecookingway,needtoassuranceImplication:Newinnovationwhichcansuitfornewcookingtrend:forsteaming/dippingSSlesssaltySSTargetconsumerwhoiscaringandharmonyneedmotherwhichis42%VeryfewChineseisfoodindulgenceoriented,shouldLCtargetnotonlyshowoffhousewife,butalsotargetthosewhoneedsecuresupertasteresultBrandCompetitionPerceptualMapping-GuangzhouDippingMixingCookingLowqualityHighqualityMaggieMasterLKKJammyChaiHaiTianKnorrAmoyZhuJiangCheapbrandssoldbyhawkers,smallcornershopsInGZ,qualityissignaledbybrand&priceAlmostallproductsinmarketareconsideredofatleastaveragequality不用翻PerceptualMapping-ShanghaiDippingMixingCookingLowqualityHighqualityMaggieKikkomanLKKSeagullHaiTianLaoCaiAmoyKnorrTotoleBanquetMasterJiangyouingeneralLaochouingeneralShengchouingeneralJiangyou(havetocookbeforeuse)PerceptualMapping-BeijingDippingMixingCookingLowqualityHighqualityMaggie(describedas“seafoodsoysauce”)MassusersJiangyouingenerale.g.KunPai,JinShiLaochouingenerale.g.Amoy,LKKShengchouingenerale.g.Amoy,LKKPremiumUsersJiangyouingeneral不用翻PerceptualMapping–LikelyScenariointheFutureDippingMixingCookingLowqualityHighqualityExpensivesoysaucee..gMaggi,Master&Kikkoman(SH)LaoChouforbraisingstewingShengchouforgeneralcookingShenChoufordipping/mixing(older,lesswell-offpeople)Ordinaryjiangyouforbraising,stewing(BJ/SH)Themarketseemstobegoingtothedirectionofmoredistinctiveusebytype,andonthestageofupgradingBrandAwareness(Feb.17-Mar.16)TOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)ShanghaiGuangzhouBeijingKnorrLaocaBrandAwarenessShanghaiGuangzhouBeijingKnorrLaocaiAmoyHaitianLKKKnorrAmoyHaitianLKKKnorrKuanAmoyHaitianJinshiTOMSpontaneousAwarenessEveryTrialMostOftenTVCAwarenessOtherMediaAwarenessConsideration(Top2Boxes)BrandImage-SH(Feb17-Mar16)LaocaiKnorrHaitianAmoyBringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersBrandImage-GZ(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersKnorrHaitianAmoy不用翻BrandImage-BJ(Feb17-Mar16)BringoutXianGiveDishcolorquicklyStrongsoybeantasteIscookingexpertIsinnovationbrandMadefromnaturalingredientHelpkidsmartMakewholefamilyhealthAddnutritiontodishGoodvalueformoneyOffersomethinguniqueIsbetteroncookingIsbetterfordippingMakedishmoreappetizingArebetterqualitythanothersKnorrHaitianAmoyJinshi不用翻BrandAwarenessAndImage-SH不用翻BrandAwarenessAndImage-GZ不用翻BrandAwarenessAndImage-GZ不用翻BrandCompetition-Val.ShareSH+E1+GD+BJEastShanghaiBeijingGuangzhouGuangdongLaocaiisNo.3inareawhereweforcusKnorrhasgoodperformanceinEast/SHafterrelaunch,butneedtoimproveinGDDishinTVCisnorelevanttoCantonese,notsurethequalityoftasteCantonesemoreenjoyeatingwhilstShanghaineseismoreend-performancedrivenKnorrstillweakinBJduetolaterMediasupportinginBJSH:KeyCompetitorWithinEachSegment-ValShare55.014.78.721.6SH'02FlavorS.SauceRegularS.SauceDarkS.SauceLightS.SauceFlavorSSRegularSSDarkSSLightSSBJ:CompetitorWithinEachSegment-ValShare8.7LightSoySauceDarkSoySauceRegularSoySauceFlavorSSRegularSSDarkSSLightSSSource:ConsumerPanel不用翻GZ:Competitorwithineachsegment-ValShareLightSoySauceDarkSoySauceRegularSoySauceFlavorSS27.765.92.4LightSSDarkSSRegularSSSource:ConsumerPanel不用翻Conclusion&ImplicationConclusionKnorrAwareness:SH:increasingawarenessandusagestableGZ:goodmediaawarenessandbrandawareness,butweakonusage(relevantondishaswellasthekeybenefit””inTVC?)BJ:stillweakduetolateTVConairKnorrImage:SH:leadtheimageon““makekidsmart””,stillweakonothersifcomparedthekeycompetitorGZ:relativestrong,whichcomesfromstrongbouillonpositionBJ:veryweak,onlyAmoy/JinshileadtheimageKeyCompetitor:differentcompetitorineachsegmentineachcityRegular:Amoy/Jinshi/SeagullLight/Dark:Haitian/LKKFlavor:LKK/TotoleImplication:Waitmoreinformationandjudge,butneedtoreviewthecommunication:steamingdishforGZwhichismorerelevantcommunicatemoreontaste?DifferentstrategicforeachmarketGZ:Increasepenetrationandconversionwithsampling,andmoreinnovationSH:continuousmediasupporttogrowpenetrationandloyaltyonDark/RegularsoysauceSH:newinnovationinLight/FlavorsoysauceBJ:NeedmediasupporttoawarenessthenpenetrationwithsamplingSensoryOverviewFermented1998-2001SensoryscreeningofcommercialproductsMapping22commercialproductsShanghaiusingQDA.10Sensorydirectionswereidentified.About95otherShanghaiproductsweregroupedintothe10sensorydirections.10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.In-homeproducttestwithcommercialproductsProductsweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).Attributeswereidentifiedimportantforlikingofbraisinganddippingproducts.XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.XienpanelAxienpanelissetupconsistingoffromoriginChinesepeople.Axienmatrixwasmadeoffoodandculinaryproductingeneral.InsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.QDAandIn-homeproducttestwithprototypesAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.Thepanelhastakenpartinthedevelopingprocessofoptimisingthebraising,dippingandallpurposeproduct.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryscreeningandConsumertestwithControlledKeydriversThepanelisretrainedusingtheSpectrummethodtobeabletoworkforthekeydriversprojectmakingamodel.Keydriversforlikingwassetuptobeabletomakeamodeltopredictlikingwithsensoryandchemicalattributesandthusingredients.不用用翻翻SensoryFermentedDirectionsincommercialbraisingsoysaucesMappingcommercialproductsShanghaiusingQDA(ReportVD990024).10Sensorydirectionswereidentified.KNsgSGglAMglYHdbMGseKKssWHssWTslcoffeetreacleanimalfermentedliquoricemedicinrye-breadcheesemaggismokeyrubber/tarparfumisticolivesfish-likecaramelfruitysweetsoursaltalcoholrye-breadcervelaatburntearthymetalbitter-2-1012Dim1(38%)-3-2-1012Flavour(aroma&taste)LCgaWAksLKssFERMENTEDalcoholicTREACLESMOKEYBURNTSPICYANIMALICLIQUORICEMEDICINALMAGGICHEESYDim2(32%)不用翻SensoryFermentedConsumerlikingofcommercialsoysauces10productswereselected,oneforeachofthesensorydirectionsforconsumerlikingtest.Productweretestedinconsumerlikingtest,QDAtestedassuchandinacontrolleddish(withoutmeat).不用翻Braising,RightGlossiness,PerfectDish+Sweet,TreacleCitricAcid,pHVarianceExplained:81%(cons.)-68%(QDA)-73%(chem.)Expressedasfactorse.g.:Liking=-0.140*Sour+0.092*Sweet+..LikingSalt_Astringent,Sour,Bitter,SaltNaClNitrogenAceticacidphenylethanolAsecondlikingtest(10products)wasperformedwithprototypesforabraising,dippingandallpurposeproduct.TheproductswerealsotestedinQDApanel.CorrelationswerecalculatedofQDA,likingandconsumerattributes,chemical/physicaldata.Importantattributes(sensory,consumer,chemical/physical)forlikingareidentified.SensoryFermentedCorrelationswithlikingforprototypesofsoysauces不用翻SensoryFermentedWhatdoesXIENmean?XienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear(reportVD990403).AxienpanelissetupconsistingoffromoriginChinesepeople.Firstbymeansorgroupdiscussionsaxienmatrixwasmadeoffoodandculinaryproductingeneral.不用翻SensoryFermentedSweet/Sour/SaltbalanceinfluencesxienXienisfoundtobeanimportantattributeforChineseconsumer.Themeaningandtherelationwithlikingisunclear.AxienpanelissetupconsistingoffromoriginChinesepeople.InaseriesofsoysaucesxienisrelatedtotheQDAattributesthattheDutchpaneluses.不用翻SensoryFermentedScreeningingredientstoinfluencekeydriversAQDApanelscreenedingredientstobecomeabletocontroltheselectedkeydriversforbraisingsoysauces.Forthefollowingdriversingredientswerefoundtoinfluencetherelatedattributes:ODOUR:MolasseforLiquoriceAPPEARANCE:CaramelforBrowncolour/RedKojiforRedcolour/TextraforViscosity,TransparencyTASTE:Organicacidforanimal,sour/Cyclamateforsweet/MaknoforSavoury,MaggiInaSpectrumpanelthesensorialeffectoftheselectedingredientsweremeasuredinastandardisedbraisingporkdish.Threeconcnetrationlevelswereselectedtouseintheconsumertest.ATaguchidesignhasbeenusedinwhichcombinationsofdriversweretested.Usingthisdesignasetof24productsintheconsumertestwasenoughtodeliverinformationontheimportanceandthedirectionofeachdriver.Thebraisedprokdishisacomplexsystem.Thedriverscannotbeseenasseparateissues.Mostofthedrivershaveaninfluenceonseveralattributes.Theyinfluenceeachother.Intheselectedsetof24productsthe3concentrationlevelsarerepresentedofeachdriver.Thesensoryperceptionof2ofthe7driversintheproductsetareshown.SweetperceptionintheselectedproductsetSavouryperceptionintheselectedproductset不用翻SensoryFermentedImportanceofkeydriversConsumertestforKeydriversforlikingwassetuptobeabletomakeamodeltopredictlikingwithsensoryandchemicalattributesrelatedtospecificingredients.Likingtestwasperformedin-contexttotesttheeffectsinarealisticsituation:braisedporkdishwithrice.Recipeeforthedishwasstandardisedtocontroltheexternalfactorswhichenablesustodescribethelikingdifferencestothedifferencesinthesoysauces.TestwasperformedinShanghai.100Respondentswasaksedforliking.Another100respondentswasaskedforxien.MostimportantdriversforbraisingsoysauceLIKINGXIENCyclamateSweet(+)CyclamateSweet(+)CaramelBrowncolour(+)MolasseLiqourice(+)MethylbutyricacidOrganicacid(+)TextraViscosity(+)CaramelBrowncolour(-)NoinfluenceonlikingandxienforbraisingsoysauceRedkojiredcolourandMaknosavourySensoryattributesrelatedtolikingandxienforbraisingsoysauce.SweetandLiquorice(+)SourandSalt(-)AppearanceBrowncolourandviscosityareresponsibleforlikingbraisingsoysauce.不用翻SensoryFermentedOptimalbraisingsoysauceAppearanceBrowncolour9%Caramelresultedinadarkbrowndishwhichwasmostliked.ThedishpreparedwiththisproductwasmoredarkthanpreparedwiththeLaoCaibraisingsoysauce.ViscosityTheproductwith6%Textrawasmostliked.ThissoysauceassuchprobablywillbeconsideredtobetoothickbyChineseconsumerswhileusingit.TheaimshouldbesomewhatmoreviscousthanthecurrentLaoCaisoysauce.TasteSweetTheproductwith0.06%saccahrineand0.06%cyclomatewasmostpreferredintheporkdish.ThisproducthadahghersweetperceptionthantheLaoCaidippingsoysauce.Salt5.8%Saltseemstodeliveranoptimallevelofsaltinessinprepareddishes.SourpHhastobe5.0.SavouryThesensoryperceptionmaggi/lavasiscorrelatedwithlikingbutminortotheeffectsofsweet,colourandviscosity.OdourLiqouriceThesensoryperceptionliquoricehasapositvecontributiontoliking.Xienisapart(75%)oflikingAsoysauceisthemostxienwhenthebalanceofsweet,sourandsaltisjustright.(sweetandsaltequalintensity,sour10%lowerintensity)Outofallpreviousresultscanbedis