Shulou(Shulou.com)11/24 Report--

The original title: "after 2023, do young people still eat domestic candy?" "

Author: digging Ji

Editor: Wen Ba Niang

On a midsummer afternoon in 1926, a friend brought Lu Xun two packets of Henan specialty persimmon frost. Xu Guangping told him that if he had sores in his mouth and tongue, he would be fine with this sugar.

Lu Xun really couldn't wait for long mouth sores and got up in the middle of the night to steal food. Also comfort yourself that there are not many times for mouth sores, and there are many times when you want to eat candy, so it is better to eat it while it is fresh now.

During Beijing drifters's time, he went to Wangfujing to have his teeth filled. After getting his teeth fixed, he went to Daoxiang Village to buy sweets and snacks. In Lu Xun's diary, candy can be found everywhere, such as Mongolian sugar, fructose, Yee sugar, coffee mint, rose crisp candy, rock candy, chocolate candy and so on.

Because of his love of candy, Lu Xun's teeth were broken early and all were pulled out at the age of 49.

Eating candy will lead to tooth decay, which is the words of countless post-90s children who have heard of ear cocoons. But even Lu Xun could not resist the temptation to eat candy, let alone primary school students.

But the children who dreamed of eating candy at that time were rich, but they could not see the domestic candy when they were young in the supermarket.

Colorful candy chocolates on the shelves, Dev, Shangjia, Ferrero, Buer, Liyou …... Almost all of them are foreign brands.

Home-made sugar, where is it?

Sweet taste of childhood Chinese candy dream cannot be sweet without Shanghai.

In the winter of 1950, in order to develop light industry in the north and meet the daily needs of the people in the capital, the Yili Food Factory in Shanghai moved to Beijing.

Li Shiyuan, director of the old Yili workshop, attaches great importance to skilled workers. Yili built China's first crispy candy molding machine in 1965 and the first crispy candy packaging machine in 1975.

Yili crisp candy, with Beijing people's favorite 28 sauce, strong flavor and crisp. No matter the big yellow shrimp cakes or the red red shrimp cakes, they are all necessary for Beijingers for the Spring Festival. Because children love to eat crispy candy, prawn crisp also has a special name, "child crisp".

Prawn cakes were sold to Hong Kong in the 1990s, but the paper packaging was so simple that it was not only difficult to transport and storage, but also difficult to reach the high end of the market. 454 grams of crispy candy can only sell for 2 Hong Kong dollars, while 397 grams of crispy candy in foreign iron boxes can sell for 10.4 Hong Kong dollars.

At the same time, the price of raw materials soared, with cocoa beans rising from 5500 to 12400 tons. On the other hand, the fruit bread is 42 cents. If the price has not increased for 30 years, it will be sold for several cents.

Coupled with the rise of the market economy, Yili has nearly 100 kinds of products, but only 7 sales, selling goods can not keep up with the pace of the market. Companies have lost money one after another, and a large number of executives and technicians have been poached by large enterprises with high salaries. In desperation, Yili Food Factory stopped production.

As far away as Chengdu, Sichuan, the local people like to eat Yaohua milk candy.

In 1938, Zhao Zhicheng spent 500 yuan to open a refreshment room on Chunxi Road, selling cakes and candies, named Yaohua refreshments, meaning to shine in China.

Business is booming and the small shop is in short supply. In 1946, Zhao Zhicheng bought a piece of land and built Yaohua Food Factory. This small workshop is the first candy processing factory in Sichuan. At that time, the raw materials were mainly granulated sugar and native sugar, and the sugar produced was only sweet but not fragrant.

During the war, a large number of Shanghainese fled to Sichuan and Chongqing to avoid the war. Yaohua recruited a group of technicians from Shanghai to boil sugar with granulated sugar and citric acid, plus some British flavors. the sugar was bright and fruity, known as "Yaohua Sugar", and milk was added to the follow-up formula, which sold well all over the country.

Yaohua bought a gelatin milk sugar production line from Shanghai in the 1970s, and Sichuan children have eaten panda milk candy ever since. Not only in Shanghai, Yaohua also introduced the sandwich hard candy production line of British Baker Company, the gelatin production line of Australia, the Chus production line of Italy, the small sugar steak production line of Germany and the sugar pot of Holland.

▲ Photo Source: Chengdu Yaohua Food until the mid-1990s, Yaohua's production technology capacity occupies a leading position in the national confectionery industry. The Ministry of Commerce quality Product Award, which began in 1983, has Yaohua's technicians as judges and experts. But as candy poured into Shu in the eastern part of the 1990s, Yaohua lost market share and began to lose money.

In 2002, when Chunxi Road was demolished and rebuilt, Yaohua announced the disintegration of the restructuring. The torrent of the times ran over, Yaohua disappeared in the process of urbanization, and the factory area became a street of musical instruments.

People in Shandong have known a rare word "Yi" since they were young. Generations of people have grown up eating yellow sorghum Yee and have a deep affection for this sugar.

When Anjie and Jiang Defu lived on Daheishan Island in the ▲ TV series "parents' Love," the yellow box of "Gaoliangyi, a famous product from Shandong," was placed on the most conspicuous cabinet in the study. In the 1990s, Shandong has Qingdao in the east, Linyi in the middle, Jinan in the west, and three major sorghum Yee centers. In its heyday, there were hundreds of sugar factories producing sorghum Yee.

Among them, Fotao Sorghum Yee from Qingdao Sugar Cold Factory is the most famous, with 10 cents and 7 yuan, with Qingdao trestle and seaside bathing beach printed on the package. The taste is also very curious, not only apple, strawberry, cantaloupe and various fruit flavors, but also scallop flavor.

Compared with these big brothers, the golden monkey in Henan is a young descendant.

In the 1990s, Henan Fujing Town Agricultural Machinery repair Factory owed 1.12 million foreign debts and was on the verge of bankruptcy. Factory director Zhao Qisan learned that Shanghai Food Research Institute has a technology that can produce new type of milk sugar. He immediately set off to Shanghai to buy it, and on the Mid-Autumn Festival in 1992, he walked into the snack bar and shopping mall with the milk candy of a golden monkey.

Milk sugar is the key to Zhao Qisan's sweet career, and Melissa is his gold mine.

The price of chocolate products is so high that it is difficult for primary school students to be free. Liangfeng Food Factory in Jiangsu Province uses cocoa butter to make cheap milisol, which has a broad prospect.

BaiNuo, crayon Xiaoxin, Golden Monkey and other manufacturers immediately responded, a large number of low-cost Melissin into the market.

At this time, the golden monkey, holding the channel network laid in villages and towns for more than ten years, came from behind to dominate the school commissary.

"have an elixir, the power is boundless". Pupils generate hundreds of millions of dollars in revenue for golden monkeys a year.

Zhao Qisan retired in 2008 and his son took over. The second generation wanted to go public to play with capital, but inadvertently let capital play, and Golden Monkey was acquired by Hershey in the United States in a few years.

Domestic candy had a brilliant era when a hundred flowers bloomed, but it was a pity that the flowering period was so short that it did not take hundreds of years or decades to thank.

Endless fakes and endless fights White Rabbit Milk Sugar used to have an English name called ABC Mickey Mouse Sugar. At that time, it was absolutely extravagant. Raw materials are made of global brand glucose and Kening brand milk powder, all imported.

▲ Photo Source Network after the founding of New China, ABC candy factory changed its name to Aimin candy factory, the mouse on the package was changed to a cute rabbit, and its name was changed to a big white rabbit, which became an authentic domestic milk sugar.

In difficult times, the supply of milk powder is tight, and children need a doctor's certificate before they can buy milk powder. Some children are malnourished, so parents queue up to buy some white rabbit milk candy to replenish sugar to their children. At that time, the slogan of the big white rabbit said, "Seven white rabbits is a glass of good milk."

In 2003, Golden Monkey also launched a milk sugar, which not only looks like the blue-and-white packaging of a big white rabbit, but also has a check rate of more than 60%. "three golden monkey milk candy is a glass of good milk."

It is not only the white rabbit that is "learned". Fujian Jinguan launched a sweet plum candy, which spent 240 million on advertising in four years and applied for a patent on packaging bags to play the trump card.

This didn't stop the peers from smashing the place, and everyone was moved by the wind when the plum sugar became hot. To this day, some people are still imitating.

In order to survive, there is no limit to the price war in the small sugar factory. In 2011, a jin of white rabbit milk sugar costs 18 yuan, a jin of "hare" only 8 yuan. A jin of Xu Fuji sandwich crisp costs 16 yuan, a jin of "rich crisp" only 8 yuan.

I haven't learned the core of these imitations, but I've learned a lot externally. Consumers did not have a golden eye, and they were fooled by shanzhai without paying attention.

▲ Wang Zai shook his head straight, greed and laziness, so that the candy industry quickly fell to the elimination stage.

Yaohua has high sugar-making technology, and wrote Sichuan's first monograph, "Technical data on confectionery production". Based on this, Sichuan Sugar and Wine Company compiled a book on confectionery Technology, which was distributed throughout the country.

As a result, people didn't think about how to study when they got the textbook, but copied the answers.

In the 1990s, almost every county in Sichuan had food factories that could make sugar, which could be called Yaohua's supernumerary "apprentice and grandchildren". Finally, the family had some imitation strategies, which killed Yaohua and forced himself to death.

Wang Tianquan, then executive director of the China Sugar Association in 2010, withdrew from his position as general manager of the southern sugar industry and switched to making tea.

As for why he gave up being sugar for most of his life, he said:

"all the people are crazy, a large number of factories, expansion, resulting in vicious competition in the industry."

Sure enough, during the 2012-2013 crushing season, 81 of the 103 sugar mills in Guangxi lost money, resulting in a huge loss of 1.525 billion for the whole industry.

The life of ▲ Nanning Sugar Industry is not easy. In this bloody battle, there are also contestants who take care of themselves, which is the golden voice of the "king of routines".

In 1959, 13-year-old Jiang Peizhen went to work in the second confectionery factory in Liuzhou as a Packer on the production line.

This woman, who called herself "Jiang Lao Niang", was bold and bold, and rose all the way to the factory director.

Their trump card at that time was "Dole Candy", which was about to go bankrupt because of a run on imitation products.

Jiang Peizhen seized the opportunity to report problems to the leaders with reasonable evidence, focusing on the help she needed.

Then Professor Wang Yaofa of East China normal University came to the factory and brought Jiang Peizhen a formula for treating chronic pharyngitis.

Professor Wang wears gold glasses and has an elegant temperament. Jiang Peizhen wants to print Professor Wang on the package. after all, you can imitate my box, but not the inventor's face.

Professor Wang was obviously not ready. Jiang Peizhen immediately pulled him to the corridor, found a white wall, and asked the accompanying reporter to take a picture.

▲ photo source network project decided that it needs to be put into production, and it needs funds to start production. Jiang Peizhen couldn't borrow money all over the world, so she locked herself in her office and sang the Internationale. In the end, it was the workers in the factory who cobbled together NT $7.8 million.

Jiang Peizhen, who joined the bureau early to do functional sugar, took advantage of Nanning to hold the Guangxi Folk Song Festival, pulling singers to promote their golden voice.

There are many veteran smokers in Guangxi and their throats are often uncomfortable. Jiang Peizhen focuses on marketing to these people, making Golden Voice a good partner for smokers.

The golden voice is popular all over the country, and Jiang Peizhen is afraid to follow the old road of Dule and try her best to be a brand.

She likes football, so she signs the most popular star Kaka to shoot commercials, and the sonorous and forceful "Guangxi Golden Voice" on TV shouts from morning till night.

But the most powerful move of the Golden Voice has to be skill.

When other sweets are rolled to death in sweetness and fragrance, the golden throat relies on the effect of pharynx to relieve pain.

In 2002, Golden throat Bao became a national medicine with a brand name, and its medicinal health function is the moat of Golden throat. After all, some people dare to fake sugar, no one dares to copy medicine.

Superstar endorsement + medicinal technology, the golden voice completely cut off the imitators.

Imported sugar-coated shells in 2004 White Rabbit, Golden Monkey, Golden Crown, Xu Fuji, Xiaomi, Yake, Jindi, Jinsha, Xi Zhilang and Crayon Xiaoxin won the title of "China famous Brand". This is the last highlight of domestic candy.

China is the second largest confectionery market in the world, and foreign businessmen will come with the marketing strategy of reducing dimensionality and advanced sugar-making technology.

According to the habits of Chinese people, eating candy should be matched with large-scale occasions such as Chinese New year and wedding banquets. Domestic sugar manufacturers are mostly busy for a month a year, a month's performance for a year, depending on the sky to eat.

In 1994, the Alps set up a factory in Shanghai. Alps people set it up to bind with love. "it only takes one Alps to express love." Sugar is the carrier of love, you can eat it at any time.

Green Arrow chewing gum in marketing, bind yourself and social, "fresh breath, you and I are closer."

More powerful than marketing is technology.

When Korean sugar entered the market in 2004, the big killer of Rakuten and Holliyou was xylitol. Many parents do not allow their children to eat candy and worry about eating bad teeth. Xylitol is not only sugar-free, but also protects teeth.

In 2005, Jinan held a sugar and wine party, which almost became a special event for xylitol. The heat of that year was no less than that of sugar-free bubble water in today's energetic forest.

At first xylitol was extracted from Nordic birch trees at a very high cost and very low production.

Domestic scientists have found that corncobs, which are used as firewood in northern rural areas, contain 10% more xylitol than birches.

This technological breakthrough has made Yucheng, a small corn county in Shandong Province, a sugar city in Asia, with the second largest xylitol plant in the world and the largest erythritol project in the world.

Wrigley immediately went to Yucheng's factory to stabilize Yida's supply of xylitol. In order to compete with Rakuten's differentiation, Yida launched a tooth-loving campaign for more than 300,000 primary and secondary school students in Beijing, starting from the children's market.

Rakuten sensed the secret war and rushed to attack the market for the elderly, adding conch gum and calcium hydrogen phosphate to xylitol chewing gum to prevent moth for the elderly.

Domestic sugar enterprises only Yak aware of the wind direction, launched Yiya xylitol.

This product can bring Yake more than one billion yuan in revenue a year, but Yake only saw the direction of the wind, did not see how strong the wind, turned to make jelly baked mineral water, lost this position in vain.

For domestic edible sugar enterprises, upstream raw materials, mid-stream producers are top matching, they as downstream brands, but failed to catch up from behind.

The reason behind is that domestic sugar enterprises have formed a path dependence, and when the tuyere blows up, they will fight a price war with copycat. However, this move is easy to use in the face of domestic counterparts, and it will stop as soon as it meets the legal department of foreign enterprises.

In 2011, Rakuten sued Linyi Sanqiao Food Co., Ltd., Hong Kong Rakuten International Group Co., Ltd., and Beijing Liuguitang Trading Co., Ltd., because the latter infringed the trademark rights and eventually won the case.

Examples like this can be said to be everywhere. In 2009, Mars sued Acer Melisso for trademark infringement, claiming 500000 yuan.

Ferrero and Liang Feng fought a lawsuit for two years and got 500000 yuan in compensation.

British Yigou sued Xiamen Yikoulian for a change in the name of the company, and sugar-eating netizens suddenly realized that they were not the same family.

The golden monkey copied the benchmark products of Big White Rabbit, Xu Fuji, Li Health Care and Xi Zhilang all the way, but in the face of copying its own Golden Monkey, the Golden Monkey did not hesitate to give a resolute warning, and the Golden Monkey lost 30,000 yuan.

▲ picture source network and in the face of foreign counterparts Ferrero, Golden Monkey once again played the recruitment of true and false Monkey King, launched Qiao Ferro, the appearance is exactly the same. As a result, the golden monkey who sat in the plaintiff's box last time was fined 1.93 million.

Domestic candy in the past, or sweet, or bitter, now looking back has turned the page.

With the merger of Yili Food and Arctic Ocean Beverage in 2013, two old companies began their journey.

Yaohua returned in 2021 and re-opened a candy and pastry shop offline.

Shandong Sheng Fu Ji Sorghum Yee, with its magic QQ bullet also drawing, became popular in the live broadcast of Douyin.

The golden monkey at the age of thirty now has not only sugar, but also gravy of glutton monkeys.

Domestic candy did not lie flat and was desperately trying to save itself.

The era is rolling forward, and most of the taste of childhood in the post-90s era has dissipated. Maybe the Alps, Dove and Kinda are the flavor of their childhood for the post-00x10 generation.

A generation has a generation of taste memories, you ask me which era of sugar is the sweetest? The answer flutters in the wind.

Reference:

1. Report Hall "Development status of confectionery industry in 2022: the market still has great potential for development"

two。 Su Zhi is red. The competition in the foreign plus candy market has intensified [J]. China's foreign investment, 2017 (23): 76-77.

3. The sinus is novel. Large enterprises do not infringe on the intellectual property rights of small enterprises? [N]. China intellectual property News, 2006-07-28 (002).

4. Great efforts should be made to create a famous brand of China's candy industry [J]. Light Industry Standard and quality, 2005 (06): 29.

5. Xinxi. 2004 three categories of hot spots in China's candy market [J]. Chinese and Foreign Food, 2004 (11): 34-36.

6. Fifty years of Chinese candy industry [J]. China Food Industry, 1999 (11): 12-14.

7. China Sugar Industry Association an important turning point in China's modern sugar industry-- from an exporting country to an importing country

8. The birth of Yitang, the second of the "three great inventions" of Chinese sugar production by China Sugar Industry Association.

9. Changjiang Daily "big white rabbit" becomes "wild white rabbit" and "shanzhai" candy sells happily.

10. Wang Guangren. A new variety of Beijing crisp candy-lobster crisp [J]. Food Industry Science and Technology, 1979 (01): 24-25.

11. Gu Liang Liang, Liu Xuebin, Wang Jian, Luo Daiyou. The present situation and countermeasures of confectionery industry in Sichuan Province [J]. Modern Food, 2018 (19): 1-4.

The Sweet past of 12.SMG Shanghai: the Story of the White Rabbit

13. Jiang Peizhen. "three hearts" plus "six qi" to develop a "golden voice"-- talk about the feelings of being a person and running an enterprise [J]. China Food and Drug Administration, 2006 (11): 56-57.

14. Lai Liusheng, Wu Dong. An Analysis of the Brand Establishment process of Guangxi Golden throat Co., Ltd. [J]. Modern Trade Industry, 2007, (01): 43.

15. "fulcrum" 2014-03-12 when will Guangxi Sugar Industry "discuss Ke Sale"

16. CCTV2-Financial and Economic Information Network 20160714 Sugar Industry Survey, domestic and Foreign prices are upside down, 70% of Guangxi Sugar Enterprises lose money

This article comes from the official account of Wechat: ID:manfangsd, author: digging Ji

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.