1. Consumption concept - grasp the taste of customers. Unlike other fast-moving consumer goods, compound seasonings stimulate the taste buds of customers, and taste bud preferences are largely contrary to habits. It takes time for habits to form, and it takes time for preferences to change. Affected by this, seasonings are more driven by habitual transactions, and impulse shopping is poor. It is a natural advantage for old brands and a market barrier for independent brands.
Especially for large and medium-sized restaurants, once a seasoning is used to make a certain dish, in order to maintain the stability of the taste, it will not be changed at will. Inspired by this, many seasoning bosses will even open or sponsor chef training schools, starting from beginner chefs to gradually make reasonable layouts and pragmatic innovations.
In a sense, the seasoning industry is a cloud-based conference. Similar to pure grain wine, there is no shortage of century-old brands in the seasoning industry. Although the history of compound seasonings is relatively short, it has always been on the side of pioneers.

2. Brand potential - occupying consumer cognitive network resources. There are many players in the seasoning track and fierce market competition. Well-known brands are usually the key blessing. Especially compound seasonings, which are usually made by mixing raw materials, have low technical requirements and serious homogeneity. Well-known brands have become the key consideration for customers to distinguish products.
According to the brand image theory, consumer transactions are essentially to choose categories rather than brands. The reason why they choose a brand of products is that this brand represents a specific category.
As for the compound seasoning track, the hot pot ingredients/dipping ingredients segmentation track, in the new Chinese compound seasoning industry, the current market share is still relatively low.

3. Channel power. According to different downstream customers, the seasoning mode can be divided into catering channels, home channels and industrial production modes (that is, raw materials used in other food manufacturing industries). In terms of sales volume, catering channels and industrial modes are the majority, but these two modes are compared in price, and the brand advantage is relatively limited.

4. In order to effectively do a good job in home retail, seasoning companies must rely on a large agency management system to let products touch every household. Especially for compound seasonings, the dietary structure and market competition pattern of each place are very different, and the sales of goods have a certain periodicity, which puts higher requirements on channel layout and operation.

5. Product competitiveness. In the seasoning industry, it is relatively easy to purchase products and distribute them to retail terminals, but the difficulty lies in completing promotions. Products must have different selling points to compete for customers. In the single-flavor seasoning industry, theory is the real core competitive advantage.