An investigation report is an article that reflects the results of investigation and research on a certain issue, an event or a certain aspect of the situation. It uses facts to illustrate its point of view, evaluates the object of investigation, explains its significance, or Start by summarizing the experience at the point and explain a certain truth. How to write an investigation report? I have selected some excellent examples of investigation reports, let us take a look.
Ice cream survey report
The history of ice cream. Ice cream has existed in China since ancient times. Yang Wanli of the Song Dynasty, who was called "Bing Cheese" at that time, wrote a poem specifically to express his love for ice cheese, "It seems greasy yet refreshing, like condensation but also floating. The jade falls to pieces at the bottom of the plate, and the snow melts away toward the sun." ”
At the end of the Tang Dynasty in China, people began to make ice in the summer. During the Song Dynasty in China, merchants began to add fruits or juice to cold foods. In China's aid to Korea, some people added fruit pulp and milk to the ice.
In 1927, an American businessman opened Haining Foreign Trade Co., Ltd. in Shanghai and used mechanical methods to produce popsicles. This was the earliest cold drink manufacturer in China.
In 1948, the factory was resold to the pseudo-logistics department, and later established a joint venture with British businessmen and egg factories, Haihe Co., Ltd., to continue producing the above products, with the registered trademark "Beauty Brand". This was a cold drink factory in China before liberation.
Industry analysis of ice cream.
The new favorite of modern consumers. The development trend of the international ice cream market is gradually becoming clear, and the ice cream culture is also becoming increasingly apparent. In order to attract more consumers, companies have to make great efforts in product research and development. The variety of products has increased by nearly a hundred, and the taste has been adjusted. Eating "healthy" and "happy" has become the goal pursued by ice cream companies.
With the improvement of people’s living standards, consumers are becoming more picky about the purchase of ice cream. The ice cream industry has been developing for many years and is highly professional. It requires professional refrigeration and logistics and transportation support. After the internal capital mergers and reorganizations in the industry in the past few years, the concentration of the ice cream industry has become very high. Large companies are getting bigger and bigger, the number of small companies has gradually decreased, and companies that do not conform to market behavior have all been eliminated.
With the development of economy and culture, leisure consumption expenditures account for an increasing proportion, and ice cream is becoming the new favorite of Chinese consumers. In 20xx, China's ice cream retail volume will exceed 4.5 billion liters, and by 20xx, China's ice cream retail volume will exceed 5 billion liters.
The development prospects of ice cream. There is huge potential in the domestic ice cream industry. Unilever, as a multinational company ranked among the top Fortune Global 500
, has annual total sales of more than 520 With US$100 million, it is the world's largest ice cream manufacturer, and Heluxue is an international brand. With its brand, advanced equipment, technology, large-scale investment and localized operations, the company has flourished in the fiercely competitive market. With the fierce competition in the market, talents are becoming more and more important. The motto of an enterprise is product-based, product is quality-based, quality is talent-based, and talent is spirit-based. It can be seen that if an enterprise wants to survive and develop in the tide of competition, it must widely absorb technological development. In terms of business management and other aspects, looking forward to future development, market competition is the potential.
Ice cream production is slowly rising, and the market prospects are broad. According to the investigation and analysis of the development of our country's national economy and market demand, it can be considered that our country's ice cream production is on the rise. The growth rate of the ice cream market in the next five years is 10. Since the cold drink market is greatly affected by uncertain factors, especially weather factors, cold drinks are products that depend on the weather and are closely related to weather changes, so the possibility of irregular fluctuations is relatively high. Large, but generally speaking, ice cream production is on a slow upward trend, and the ice cream market has broad prospects.
Frozen drinks are developing rapidly in the domestic food industry, and China's huge frozen drinks market has attracted many gold diggers.
Faced with unprecedented opportunities and challenges, innovation is the only way for ice cream brands to rise on the international stage.
The ice cream industry is becoming increasingly fashionable, leisurely, personalized, functional and catering, requiring companies to put all-round innovation first.
Ice cream survey report
According to the China Food News report on May 23, 20xx, the annual per capita consumption of cold drinks in Shanghai in 20xx was 5.08kg, which has exceeded the global per capita annual consumption of 1.3 kg, based on the analysis of comprehensive factors in the Shanghai market, it is expected that the annual sales volume of cold drinks in Shanghai will reach 76,000 tons this year, with annual retail sales of 850 million yuan. It is characterized by the weakening of consumption seasons, strengthening of brand quality, expansion of household consumption, and concentration of prices below 2 yuan. . Judging from the national situation, this is also a characteristic of the national ice cream market.
1. The consumption season is weakening
In developed countries such as the United States, Europe, and Japan, ice cream has long become a best-selling food in all seasons. In my country, the off-season is the first to appear, and the sales of cold drinks are booming in winter. It is considered a market in the Northeast. This is mainly because although the climate in Northeast my country is cold in winter, the indoor temperature is high and the climate is dry, so the demand for cold drinks is still large. We often say that cold drinks in the Northeast have two peak seasons (summer and winter). Now with the improvement of people's living standards, eating ice cream in winter has become a new fashion across the country.
2. Strengthening of brand quality
As people’s awareness of health and self-protection increases, consumers are more rational in purchasing cold drinks. People should not only pay attention to cold drinks meeting hygiene and quality standards, but also choose products to make themselves safe, healthy and secure. In the market competition of survival of the fittest among cold drink manufacturers in Shanghai, the number of cold drink manufacturers has dropped from 130 in 1994 to 43 last year, and is expected to drop to less than 40 this year. After 8 years of market screening, we have launched high, medium and low-end cold drinks for different market targets and at different levels to adapt to the diversified needs of the Shanghai market.
3. Expansion of household consumption
In recent years, the circulation channels of consumer goods have undergone drastic changes across the country, especially in major cities, with hypermarkets, supermarkets, and convenience stores as the main representatives. New business formats have replaced traditional grocery stores in the past. Residents’ purchasing habits have also changed greatly. It has become common in Shanghai to bring back their favorite cold drinks from supermarkets, hypermarkets and cold drink wholesale outlets for the whole family to enjoy. Supermarkets, hypermarkets and cold drink wholesale outlets have become the main places for consumers to buy cheap and affordable cold drinks. According to the latest consumer survey in Shanghai, 57% of consumers prefer to buy cold drinks in supermarkets, hypermarkets and convenience stores, while 39 and 31% buy at cold drink wholesale stations and roadside shops respectively. . This fully shows that the new business model has become the main place to buy cold drinks.
4. Standardization of brand innovation
As food safety and health issues become increasingly prominent, the country has stepped up efforts to rectify the ice cream industry. Many ice cream brands are constantly innovating in order to build their own advanced brand concepts. There are several domestic brands that are almost close to international standards. For example, Bingguocai|Hong, one of the top ten domestic ice cream brands, focuses on bodybuilding and health benefits, and stands out from the majority of consumers. Starting from the perspective of profit, 20 formulas were launched in 20xx and were recognized by tens of thousands of consumers, which have the dual effects of bodybuilding and not gaining weight.
Ice cream survey report
1. Overall characteristics and current situation of the industry:
In 20xx, the national cold drink production and sales exceeded 3.2 million tons, an increase of 15% over the same period last year; achieved Sales volume is about 37 billion. It is expected that the annual production and sales in 20xx will exceed 3.6 million tons and achieve sales of more than 40 billion yuan.
1. The development speed is accelerating and the total scale of the industry is increasing
With its beautiful, cold, happy and sweet feeling, ice cream is developing rapidly in China, and its overall market is increasing rapidly year by year.
After more than ten years of rapid growth, the Chinese ice cream market has brought the current per capita annual consumption in China to 1.2 kilograms, and is expected to rise to 6 liters in the next 20 years. By then, China will become the world's largest ice cream consumer, but from the per capita consumption level Judging from the above, there is still a huge gap between the consumption levels of China and developed countries in the world. At present, the world's largest consumer of ice cream? The per capita annual consumption of ice cream in the United States is 23 liters, Australia is 17 kilograms, Sweden is 16 kilograms, Japan is 11 kilograms, and the Netherlands is 18 kilograms. China's ice cream market with great potential has attracted huge capital pursuit and attention, all of which have brought broad market prospects for the development of China's ice cream industry.
2. There has been a qualitative change in the survival of the fittest, and the monopoly momentum of the industry has increased.
Until the mid-1990s, China's cold drink market was still in a state of extremely fragmented brands. For both producers and consumers, cold drinks are only seasonal products. For many food factories, the production of cold drinks is just a phased arrangement in the year. For many self-employed people, it is "busy for three months and eats for a year." Under such circumstances, the cold drink industry cannot be said to be a national market system at all, and there are many gaps in the quality supervision system. In the initial stage of development, the cold drink industry is inevitably in a "low, small, scattered, chaotic, and poor" state. situation. However, as domestic brands such as Yili and Mengniu suddenly emerged in the ice cream field, and foreign brands such as Nestle, Heluoxue, and Haagen-Dazs entered the Chinese mainland market, a cruel reshuffle of the cold drink industry began. There were once more than 1,000 cold drink brands in the country (I believe if you add unbranded small factories and individual workshops, the number of producers would be far more than a thousand), but now 80 have lost their competitiveness or even died out altogether.
The brand market share of China's cold drink market showed a major avalanche situation in 20xx, with the strong remaining strong and the weak eliminated, changing the stalemate stage of long-term reshuffle in the past. The specific manifestation is that large enterprises are increasingly superior in terms of scale, efficiency and even management, while regional small and medium-sized enterprises are constrained by funds, concepts, etc., and are in a dilemma. Some small businesses that had done well in the past few years have been eliminated after most of the small factories were shut down and reorganized after struggling in 20xx. However, some foreign-funded enterprises and domestic giants have used funds, technology, raw materials, Advantages in management, market and other aspects have achieved considerable results. In the past ten years, domestic cold drinks have also changed from disputes among more than 3,000 small brands operating in scattered areas to a competition between more than a dozen cold drink giants.
3. China’s ice cream consumption has accelerated from heatstroke prevention and cooling to leisure enjoyment regardless of season, and ice cream is gradually becoming a snack food.
The Chinese ice cream market in winter is 1/30 of that in summer, while the gap in the United States is 1/2 to 1/3. The seasonal difference reflects the single consumption structure and the single function of the product. China's ice cream market has developed to this day and is still a market with strong seasonal consumption. If this market situation remains, then China's ice cream market will not make too much progress and development. In foreign countries, the ice cream market is hardly linked to seasons, which is the result of early education by foreign production companies. Most Chinese manufacturing companies are unwilling to spend money on this aspect. China's ice cream manufacturers should first recognize this market concept, and then let consumers understand that ice cream is not only edible in summer, and that different types of ice cream products can adapt to consumption in different seasons. Only when the Chinese public's consumption awareness gets rid of this misunderstanding can China's ice cream market be truly mature. What is gratifying is that with the increase in my country's per capita income, the continuous expansion of consumer groups and the development of China's urbanization, people's cold drink consumption habits and consumption capabilities have changed and increased.
2. The main characteristics of the ice cream market
Nowadays, with the continuous progress and development of society, people’s consumption level is increasing day by day, and the requirements for various types of food are constantly increasing. As a summer ice cream Ice cream, one of the daily foods, is also developing continuously.
In order to cater to different consumers, ice cream manufacturers have made great efforts in "newness", and their development trends have begun to become clear:
1. Develop health-friendly ice cream:
Healthy ice cream is a kind of ice cream with the purpose of improving human health. Throughout the traditional ice cream products, they are mainly high in sugar and fat, and contain high calories. The future development trend of food is to meet people's nutritional requirements. For this reason, nutritionists have proposed the "three lows and one high" plan, that is, low sugar, low salt, low fat, and high protein, which is also the development trend of the ice cream industry. Low-calorie foods or foods with no sugar or less sugar are developing most rapidly in the United States, and other countries are following closely behind. Some patients have special dietary requirements. For example, diabetics are taboo on fats and sugars. If they eat traditional high-sugar ice cream, their condition will be aggravated, and they also like to eat ice cream. At this time, functional ice cream with special requirements will meet their needs. For example, products that use oligosaccharides and sugar alcohols to replace original sucrose serve this type of consumers.
2. Develop new raw materials:
The taste and flavor of traditional ice cream are accepted by people, among which fat and sugar play a major role. However, they contain high calories and should not be used. For this reason, their substitutes are needed so that they have the taste of fat and sugar but contain very little calories. In addition, in terms of non-fat milk solids, European and American countries have used milk protein concentrate containing protein 35 to replace part of skim milk powder to produce dairy products. In our country, many manufacturers use protein powder and dextrin ingredients to replace some dairy products in order to reduce costs and improve health care functions.
3. Raw and auxiliary materials return to nature:
There are many raw and auxiliary materials that make up dairy products, and there are mainly two categories: one is natural, that is, taken from nature. Animals and plants, such as milk, eggs, sucrose, and the other type are synthetic, such as saccharin sodium and some flavors and fragrances. Since the synthetic raw materials and excipients are artificially chemically synthesized, their safety is often criticized by people, and they always feel uneasy when using them. Natural raw materials and excipients are generally safe for the human body. Therefore, advocating nature and returning to nature has become today's fashion, especially in terms of sweeteners and pigments. And the use of various synthetic sweeteners and pigments is continuously reduced. Natural additives can be used quickly.
4. Consumption trends have changed:
As ice cream develops and grows, its output increases at an unprecedented rate, and the market is also expanding rapidly. People not only have higher and higher requirements for ice cream, but also become increasingly picky about the flavor, color, packaging and price of varieties, and the consumer groups have undergone tremendous changes. The consumer ranks continued to expand, and when ice cream was just developed, it was almost only a privilege for some children. However, with the continuous improvement of people's living standards and the improvement of ice cream products, its consumer group continues to expand, and adults are becoming more and more fond of various ice cream products. Moreover, people’s consumption time and purposes have also changed. Ice cream is no longer just a summer consumer product. With the continuous increase of its solid content, consumer fashion and hobby, it not only gives people a cooling and relieving effect. What consumers pay more attention to is its unique nutrition and functionality.
5. Products tend to be serialized and diversified:
In order to adapt to the changing needs of consumers, dairy products are gradually developing in the direction of serialization, such as: Flavored dairy products series, coating type series, sandwich type series. Without losing the taste of original milk, various fruit flavors, juices, and pulps are added, and new products are developed by combining sour, sweet, coffee and other flavors with each other, thus forming a diversified product series. Nutritional type, on the basis of the nutritional functions of the original ice cream products, some functional ingredients are added to perfectly reflect the advantages of the ice cream products, such as health-care, sports, and suitable ice cream products for diabetics.
6. Product packaging tends to be more beautiful, new and strange:
In today’s increasingly developing economy, people not only pay attention to the intrinsic quality of goods, but also hope that the product’s quality will be improved. There have been reforms and breakthroughs in packaging. Packaging mainly includes styling and outer packaging. Packaging styling plays a great role in product sales. The beauty of styling is a comprehensive reflection of the overall beauty of the product. The era of only focusing on quality and ignoring packaging has passed. For this reason, ice cream manufacturers have to work hard on the packaging of ice cream.
3. Development Trend of Ice Cream (Ice Cream) Industry
1. Ice cream production shows a slow upward trend and the market prospects are broad
According to the development of my country’s national economy and market According to the demand survey and analysis, it can be believed that the growth rate of my country's ice cream market in the next five years will be 5-6. Since the cold drink market is greatly affected by uncertain factors, especially weather factors, cold drinks are a product that depends on the weather and are closely related to weather changes. Therefore, irregular fluctuations are more likely to occur. However, in general, ice cream production is rising slowly. trend and broad market prospects.
2. Pursue quality and brand, innovate and seek development.
For the ice cream market, the main factors affecting consumer purchasing behavior are taste and price. With the development of the national economy, the improvement of people's living standards, and the increasing maturity of consumer psychology, quality and brand have an increasingly strong impact on consumer purchasing behavior. Therefore, the proportion of mid- to high-end products in total consumption will continue to increase. The proportion of low-end products is on a downward trend.
Product innovation will inject vitality into the enterprise and meet the needs of consumers. Children, young men and women are the main groups of ice cream consumers. On the one hand, innovative products can satisfy children's curiosity, and on the other hand, they can increase the demand for nutritional functions by adding some nutritional and health ingredients. Innovation must be new, strange and unique. Well-known companies at home and abroad have their own new products and brands. Only in this way can we stay in the market. To put ourselves in an invincible position, Helu Xue's formula for success is: international brand, international quality, local production = winning in competition.
3. The trend of enterprise scale and large-scale development
The development of my country's ice cream industry has gradually entered maturity. After several years of market competition, the survival of the fittest, the development of large and medium-sized cities and regions has Some ice creams will be merged and some will be eliminated. With the deepening of reform and opening up, some well-known foreign brand companies will continue to follow in the footsteps of Heluxue and Nestlé, relying on their strong capital advantages and international brands, coupled with advanced management experience and marketing methods, to quickly enter the Chinese market, giving Domestic enterprises have caused great pressure and threats, and also forced domestic enterprises to accelerate the development of scale and large-scale development.
Ice cream survey report
The history of ice cream. Ice cream has existed in China since ancient times. In the Song Dynasty, Yang Wanli of the Song Dynasty wrote a poem to express his love for ice cheese: "It seems greasy yet refreshing, congealed yet floating. The jade is shattered at the bottom of the plate, and the snow is melting toward the sun." ”
At the end of the Tang Dynasty in China, people began to make ice in the summer. During the Song Dynasty in China, merchants began to add fruits or juice to cold foods. In China's aid to Korea, some people added fruit pulp and milk to the ice.
In 1927, an American businessman opened Haining Foreign Company in Shanghai and used mechanical methods to produce popsicles. This was the earliest cold drink manufacturer in China.
In 1948, the factory was resold to the pseudo-logistics department, and later established a joint venture with British businessmen and egg factories, Haihe Co., Ltd., to continue producing the above products, with the registered trademark "Beauty Brand". This was a cold drink factory in China before liberation.
Industry analysis of ice cream.
The new favorite of modern consumers. The development trend of the international ice cream market is gradually becoming clear, and the ice cream culture is also becoming increasingly apparent. In order to attract more consumers, companies have to make great efforts in product research and development. The variety of products has increased by nearly a hundred, and the taste has been adjusted. Eating "healthy" and "happy" has become the goal pursued by ice cream companies.
With the improvement of people’s living standards, consumers are becoming more picky about the purchase of ice cream. The ice cream industry has been developing for many years and is highly professional. It requires professional refrigeration and logistics and transportation support. After the internal capital mergers and reorganizations in the industry in the past few years, the concentration of the ice cream industry has become very high. Large companies are getting bigger and bigger, the number of small companies has gradually decreased, and companies that do not conform to market behavior have all been eliminated.
With the development of economy and culture, leisure consumption expenditures account for an increasing proportion, and ice cream is becoming the new favorite of Chinese consumers. In 20xx, China's ice cream retail volume will exceed 4.5 billion liters, and by 20xx, China's ice cream retail volume will exceed 5 billion liters.
The development prospects of ice cream. There is huge potential in the domestic ice cream industry. Unilever, as a multinational company ranked among the top Fortune Global 500
, has annual total sales of more than 520 With US$100 million, it is the world's largest ice cream manufacturer, and Heluxue is an international brand. With its brand, advanced equipment, technology, large-scale investment and localized operations, the company has flourished in the fiercely competitive market. With the fierce competition in the market, talents are becoming more and more important. The motto of an enterprise is product-based, product is quality-based, quality is talent-based, and talent is spirit-based. It can be seen that if an enterprise wants to survive and develop in the tide of competition, it must widely absorb technological development. In terms of business management and other aspects, looking forward to future development, market competition is the potential.
Ice cream production is slowly rising, and the market prospects are broad. According to the investigation and analysis of the development of our country's national economy and market demand, it can be considered that our country's ice cream production is on the rise. The growth rate of the ice cream market in the next five years is 10. Since the cold drink market is greatly affected by uncertain factors, especially weather factors, cold drinks are products that depend on the weather and are closely related to weather changes, so the possibility of irregular fluctuations is relatively high. Large, but generally speaking, ice cream production is on a slow upward trend, and the ice cream market has broad prospects.
Frozen drinks are developing rapidly in the domestic food industry, and China's huge frozen drinks market has attracted many gold diggers.
Faced with unprecedented opportunities and challenges, if ice cream brands want to rise on the international stage, innovation is the only way. The trend of the ice cream industry becoming increasingly fashionable, leisurely, personalized, functional and catering requires companies to must Put all-round innovation first
Ice cream survey report
According to the China Food News report on May 23, 20xx, the annual per capita consumption of cold drinks in Shanghai was 5.08kg. , has exceeded the global per capita annual consumption of 1.3kg. From the analysis of comprehensive factors in the Shanghai market, it is expected that the annual sales volume of cold drinks in Shanghai will reach 76,000 tons this year, with annual retail sales of 850 million yuan. It is characterized by weakening consumption seasons, strengthening brand quality, and family Consumption is expanding, and prices are concentrated below 2 yuan. From a national perspective, this is also a characteristic of the national ice cream market.
1. The consumption season is weakening.
In developed countries such as the United States, Europe, and Japan. Ice cream has long been a best-selling food in all seasons. It is the first off-season in my country. The sales of cold drinks in winter are booming in the Northeast market. This is mainly due to the fact that although Northeast my country has a cold climate in winter, the indoor temperature is high and the climate is dry, which creates a demand for cold drinks. Still big. We often say that there are two peak seasons for cold drinks in the Northeast (summer and winter). Now with the improvement of people's living standards, eating ice cream in winter has become a new fashion across the country.
2. , Brand quality enhancement
As people’s awareness of health and self-protection increases, consumers are more rational in purchasing cold drinks. People should not only pay attention to the hygiene and quality standards of cold drinks, but also pay attention to the products they purchase. Let yourself eat safely, healthily and with confidence. In the market competition of survival of the fittest among cold drink manufacturers in Shanghai, the number of cold drink manufacturers has dropped from 130 in 1994 to 43 last year, and it is expected to drop to less than 40 this year.
After 8 years of market screening, we have launched high, medium and low-end cold drinks targeting different market targets and meeting different levels to adapt to the diversified needs of the Shanghai market.
3. Expansion of household consumption
In recent years, the circulation channels of consumer goods have undergone drastic changes across the country, especially in major cities, with hypermarkets, supermarkets, and convenience stores as the main representatives. New business formats have replaced traditional grocery stores in the past. Residents’ purchasing habits have also changed greatly. It has become common in Shanghai to bring back their favorite cold drinks from supermarkets, hypermarkets and cold drink wholesale outlets for the whole family to enjoy. Supermarkets, hypermarkets and cold drink wholesale outlets have become the main places for consumers to buy cheap and affordable cold drinks. According to the latest consumer survey in Shanghai, 57% of consumers prefer to buy cold drinks in supermarkets, hypermarkets and convenience stores, while 39 and 31% buy at cold drink wholesale stations and roadside shops respectively. . This fully demonstrates that the new business model has become the main place for purchasing cold drinks.
4. Standardization of brand innovation
As food safety and health issues become increasingly prominent, the country has stepped up efforts to rectify the ice cream industry. Many ice cream brands are constantly innovating in order to build their own advanced brand concepts. There are several domestic brands that are almost close to international standards. For example, Bingguocai|Hong, one of the top ten domestic ice cream brands, focuses on bodybuilding and health effects, and stands out from the majority of consumers. Starting from the perspective of profit, 20 formulas were launched in 20xx and were recognized by tens of thousands of consumers, which have the dual effects of bodybuilding and not gaining weight.