Abstract: Since 2023, with the continuous improvement of the domestic macro environment, the supply of pork has increased steadily, driving the per capita consumption of pork to further increase. According to data from the Ministry of Agriculture and Rural Affairs, the per capita pork consumption in mainland China will reach 30.5 kg/person in 2023, a year-on-year increase of 13.2%. As a deep-processed product of pork, in the future, with the diversification of residents' dietary structure, the demand for deep-processed products such as ham sausage will continue to increase.
1. Definitions and Classification
Ham sausage is a widely popular meat product that is typically made from selected meats (such as beef, pork, chicken, or lamb) through a series of processing steps, including cutting, grinding, mixing, seasoning, filling, smoking, roasting, and packaging. Ham sausage can be classified according to different standards, such as according to the classification of raw materials, it can be divided into pure meat ham sausage, mixed meat ham sausage, according to the classification of production process, can be divided into fermented ham sausage, non-fermented ham sausage, etc. As a convenient and quick food, ham sausage is not only popular in household consumption, but also often used as a food for fast food and outdoor picnics. As consumers pay attention to healthy diets, the ham sausage industry is also constantly launching healthy products such as low fat, high protein, and no additives.
Second, industry policies
1. Competent authorities
The State Administration for Market Regulation is responsible for the supervision and management of food production and operation and food safety, and establishes a supervision and inspection system covering the whole process of food production, circulation and consumption. The General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China and the Standardization Administration of the People's Republic of China manage the production and quality of the ham sausage industry. The General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China conducts quality supervision of the ham sausage industry in accordance with industry standards. The National Technical Committee for Standardization of Meat, Poultry and Egg Products under the Standardization Administration of the People's Republic of China is responsible for formulating and revising relevant standards for the ham and sausage industry.
China Food Industry Association is a national self-regulatory organization of the ham and sausage industry, which manages the technical standards and industry promotion of the industry, and is also responsible for the industry and market research of the ham and sausage industry, putting forward industrial development suggestions to government departments, and promoting foreign exchanges in the industry.
2. Industry-related policies
Ham sausage is a popular meat food, which has the advantages of easy carrying, simple eating, long shelf life, good palatability and strong satiety. In recent years, the state and government departments have successively introduced a number of policies to promote the healthy and orderly development of the ham sausage and other meat products industry. In January 2024, the People's Government of Mudanjiang City, Heilongjiang Province issued the "Three-year Action Implementation Plan for Accelerating the High-quality Development of Agricultural Product Processing Industry in Mudanjiang City (2024-2026)", proposing to encourage meat product processing enterprises to launch new production lines, actively develop low-temperature Western-style ham, sausages, smoked meat, barbecue meat and other deep-processed products, and promote the development of small-packaged series of convenience foods. Under the steady implementation of relevant industrial policies, the mainland ham sausage industry will receive strong policy support to provide strong momentum for the high-quality and sustainable development of the mainland ham sausage industry.
3. Industry barriers
1. Sales channel barriers
After years of development, the ham sausage industry has formed a pattern dominated by traditional sales channels such as large supermarkets, chain convenience stores and food processing factories, which have established long-term and stable cooperative relations with well-known brands, and it is difficult for new brands to enter. For new entrants, breaking down barriers in traditional channels while building a competitive advantage in emerging channels requires a significant investment of capital, time, and human resources, which undoubtedly increases the difficulty of market entry. Therefore, sales channel barriers are one of the important challenges faced by the ham sausage industry, and new entrants need to develop practical market strategies in order to break through the barriers and win market share.
2. Barriers to production scale
Large ham sausage enterprises have strong capital strength and can invest huge amounts of money in R&D, equipment renewal and capacity expansion to maintain technological leadership and product innovation. At the same time, they have a complete production line and an efficient supply chain system, which can achieve large-scale and efficient production, reduce costs and improve market competitiveness. In contrast, small ham sausage enterprises often face problems such as shortage of funds, backward technology and difficulties in market development, and it is difficult to compete with large enterprises. Therefore, the barriers of production scale make the competition pattern of the ham sausage industry increasingly concentrated, and new entrants need to overcome many difficulties in order to gain a foothold in the market.
3. Brand barriers
Over the years, industry giants such as Shuanghui and Jinluo have established a solid market position through high-quality product quality, extensive marketing publicity and a deeply rooted brand image. Consumers tend to prefer these well-known brands when choosing ham sausages because they represent reliable quality and reputation. For new entrants, it is not easy to break through under brand barriers, and they need to face consumers' inertial choice and trust in well-known brands, and at the same time, they also need to invest a lot of money and time to build their own brand image and reputation.
Fourth, the development process
The mainland ham sausage industry has experienced three stages of development: from start-up to rapid development, and then to maturity and stability. After entering the 21st century, the ham sausage industry has entered a mature and stable period, and the market competition has become increasingly fierce, and major brands have strengthened brand marketing and product innovation to maintain their market position. At the same time, consumers' attention to food safety and health continues to increase, which also prompts the ham sausage industry to pay more attention to the improvement of product quality and the concept of green health. Overall, the ham sausage industry has undergone continuous development and change from its inception to maturity, and has now become an important part of the meat processing industry in mainland China.
Fifth, the industrial chain
1. Analysis of the industry chain
The upstream of the industrial chain of the ham and sausage industry in mainland China mainly involves the breeding industry and the meat slaughtering industry. Among them, the aquaculture industry provides the main source of raw materials for ham sausages, especially the supply of pork has a significant impact on the production of ham sausages. The meat slaughtering industry is responsible for the slaughtering of livestock and poultry to provide the meat raw materials required for the production of ham sausages. The industrial chain of China's ham sausage industry is shown in the following figure:
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