In previous articles, we discussed the topic of category fission of umami seasonings, such as this year"Hit by the splashing wealth" lotus monosodium glutamate, and"A black horse rushed out" is fresh and freshAt the same time, it has to be mentionedThe "boss" of the chicken boutique category is Mrs. Le. 
Zhiyan Consulting We have learned,Essence of chicken is a fresh-enhancing condiment derived from the fission of monosodium glutamate productsIt has gradually entered the people's kitchens in the past 20 years. According to the data of Zhiyan ConsultingConsumption of essence of chicken is expected to reach 73880,000 tons. At present, the well-known brands of chicken essence on the market mainly include:Totole, Knorr, Guosha, Maggi, Haoji, BridgeWait. 
Data**: Win Now According to the data from January to September 2023,Totole's market share reached 4589%, excluding other brands, the market share of Daqiao and Guosha has reached respectively. 07%。
Data**: From the perspective of market share growth, brands such as Daqiao, Guosha and Totole, which are in the forefront of market share, seem to have some signs of "reaching the top". Even so, the chicken category as a whole is still developing steadily. 01 Build momentum for multi-dimensional developmentIt is understood that this yearTotoleA total of launched18 new arrivals, including for retail channelsMatsutake mushroom fresh, catering channelsTianshang chicken powder, noodles subdivision channelsNoodles are freshAnd what young people likeFresh cold brew sauce and hot pot baseSeries. 
At the same time, its launchedStrategic planning of "two-wheel drive"., which is also being effectively promotedRelevant public data shows thatDuring this year's Double 11, Totole was among the top 5 brands in the Pinduoduo condiment category. 
As Unilever's highest-selling brand,KnorrIn 1993, it entered the Chinese market and launched Knorr Chicken Powder productsAt present, it has become the leading brand of chicken powder in China, with the largest market share. 
HaugieAfter years of research, the three-layer structure of basic flavor (bottom of the pyramid), main flavor (waist of the pyramid) and volatile aroma (top of the pyramid) has been demonstrated through the taste pyramid theory. LeaningFlavor pyramidIn addition to providing a solid and effective R&D basis for each of Haoji's products, Haoji will also ensure that the product quality meets the same standards as Nestlé in the world through its quality management of the whole value chain. 
Dongguan Yongyi Food's old condiment brandPhoenixball mark, combined with the sales of all its categories, chicken essence ranks first. At the same time, Fengqiu Mark also launched condiments with special characteristics of Fujian and Chaoshan regions in November0 addedFish sauce
In addition, December 18, GuangdongJialong Food sharesGet a claim called"A raw material crushing device for chicken finishing".patents. The patent abstract shows that the device is convenient to be put into the feeding hopper again to crush again through the screening and collection of raw materials, so as to improve the crushing effect of raw materials. 02 Turmoil and controversy continueIn such a long brand cycle, there will naturally be no shortage of turmoil and controversy about chicken essence. It is reported that since the rise of domestic products such as "Lotus monosodium glutamate", the public eye has begun to settle the "old accounts of the past", and chicken essence is the first to bear the brunt of "beating". Some netizens said,MSG is a domestic product with independent intellectual property rights, but chicken essence is a foreign product. The earliest essence of chicken was invented by the Japanese, who treated chicken at high temperatures to make chicken juice and then added monosodium glutamate and other seasonings. Some netizens even pointed out that the "delicate cancer" of the year was spread by the chicken essence led by Totole. Due to the lack of information channels in the early years, the public's ability to distinguish between rumors was relatively lowSince then, the industry dominance of Lotus MSG has plummeted, and Totole Chicken Essence has soared and become one of the chicken essence brands with higher market recognition and consumer recognition. And now, coupled with the fact that Totole was acquired by foreign capital, at the moment of the rise of domestic productsIt has aroused the national antagonism of a large number of netizens. In addition, some time ago, Totole chicken essence products on the market still existedCounterfeitingsituation. Related reports saidA husband and wife in Linhai, Zhejiang Province made and sold nearly 5 tons of counterfeit condiments, with a total sales amount of more than 50 yuan. Although the official released a popular science post to distinguish the real and fake chicken essence at the first time, it is clear that this "counterfeit turmoil" has shown that there may still be loopholes in the chicken boutique category in terms of market promotion, brand management and other issues, which is beyond doubt. 03 Steadily enhance brand influenceIt can be seen from the development process of leading brands in the condiment industryIn order to achieve large-scale development, condiment companies must create influential brandsThis is the key to the core competitive advantage of condiment enterprises, and the key to sustainable growth. 
It is reported that Mrs. Happy launched it in September 2022"Kitchen of Love".Public welfare projects, it is reported that there are currently two special schools in Shanghai and one Yunnan minority school kitchens listed Totole "Love Kitchen", and it is planned that four schools will be listed in Totole Love Kitchen in 2023. Today, Totole is also exploring increments in traditional channels, such as providing richer product solutions for catering subcategories. 
Daqiao brand chicken essenceIn August and September this year, the "Lobster Festival" and the student assistance activities jointly organized by the joint talk, laughter and love were carried out respectively to accumulate strength for brand promotion. It is not difficult to find that in an uncertain environment, we still have R&D determination and innovative thinking to shape the core value of the brand, and use a certain mission and a certain vision to go through the uncertain cycle. This also gives a good sample of other categories in the industry:Keeping up with the times and constantly seeking new breakthroughs is the key to continuing the long-term operation of the brand.