Brand Upgrading of Jiangshun-Lezi Biscuit

China's biscuit industry has maintained the momentum of rapid development, in the past five years, the total output and sales of biscuits in China have increased by about 20% annually. With the development of social economy and the acceleration of people's living rhythm, the market demand for biscuits in China will continue to show a growing trend. In the next few years, the total consumption of biscuits at home and abroad will continue to increase, and there is still a lot of room for growth in the scale of the industry. Therefore, in recent years, foreign purchasers/distribution/wholesaler have come to China to investigate Chinese biscuit enterprises, including different forms of cooperation, OEM/ODM, some private enterprises with a certain scale, and their competitiveness is gradually increasing. The competition between Chinese and foreign brands in biscuit market is becoming increasingly fierce.

In the past, domestic biscuit enterprises mainly aimed at the circulation market to produce mass consumer products, but now with the continuous improvement of people's living standards. Consumers pay more and more attention to safety and nutrition, and the consumption of brand biscuits will gradually become the mainstream of the market. Although in the next 3-5 years, the biscuit industry will continue to maintain the coexistence of high-grade products and low-grade products. But from the perspective of long-term development, consumers'purchasing power and desire for medium and high-grade food will gradually increase, and the market share of low-grade biscuit products will gradually decline. Jianfeng Food Company is looking at this trend. Focusing on the company's long-term development, in recent years, Jiangshun Food has focused on the introduction of a leading enterprise upgrade, brand renewal products - Lezi biscuits.