As a traditional Chinese condiment, soy sauce is an evolution of sauce, as early as 3,000 years ago, the Chinese Zhou Dynasty has been recorded as making sauce. This liquid condiment brewed with beans, wheat and bran has a reddish-brown color, a unique sauce aroma, and a delicious taste that helps to promote appetite.
In addition to China, Japan and South Korea also have their own unique soy sauce, although China's soy sauce is one of the few in the world with a long history, but Japanese soy sauce can achieve a monopoly of market share internationally, why is this?
Japanese soy sauce, the most famous is Tokami Man.
Kakino Man Corporation is a 360-year-old Japanese family-owned company with annual revenues of up to $2 billion and is the world's number one Japanese food condiment manufacturer and supplier.
What really makes this soy sauce company go to the international market is its marketing. Its bold and innovative management system and marketing strategy have become a model for the private business community to emulate, it can be said that Tortoise Shell has truly started from the product attributes, taking food culture as the entry point, knowing oneself and knowing the other, thus opening the entrance to the overseas market.
As the world's largest economy, the United States has always been an important target market for Kamekoma. In response to the eating habits of Americans, Kamekoman compiles recipes and cooking books on cooking methods suitable for dishes that are suitable for soy sauce and american tastes, and organizes cooking competitions and cooking classes. From the dietary habits, I want to subtly americans.
Of course, they will also make improvements in the product, And Kameko arranged for employees to ship ingredients commonly used by Americans back to Japan for research, in order to develop ingredients such as soy sauce that are most suitable for the tastes of locals, and required employees to learn English to facilitate communication with customers and accept feedback from customers.
Compared with Japan's marketing methods, the export of Chinese soy sauce is too rigid, and the difference in eating habits and tastes makes Chinese soy sauce not popular internationally after the lack of such a strong partner as Chinese cuisine.
But even though Japanese soy sauce conquered the world, it still failed to conquer the taste buds of Chinese. Why?
It turns out that China, as a paradise for foodies, how can there be only one condiment. Chinese condiments are divided into four categories, namely soy sauce, monosodium glutamate, vinegar, and sauce, which account for nearly 70% of the entire condiment market.
Among them, there are a large number of soy sauce brands, including national brands, local brands and foreign brands, of which the national brands are mainly Haitian, Lee Kum Kee and Delicious Fresh, and the number is small. In 2017, in China's soy sauce market, Haitian had a market share of 15.6%, Lee Kum Kee had a market share of 5.1%, a delicious fresh market share of 4.1%, and the total market share of the top three brands was 24.8%.
With the development of the times, Chinese consumers' requirements for products are getting higher and higher, and the quality of domestic soy sauce has also been adjusted. In addition, the eating habits of the Chinese and Japanese people are different, so the requirements for the taste and texture of soy sauce are also different. This led to Chinese love their own soy sauce more, and Japan has never been able to conquer the Chinese market.