---
title: "Jinduoduo Food Group: World's Top 100 Confectionery Company Co-creating a New Candy Market with You"
description: "Human society has quietly transitioned from the information age to the VUCA era, and China's economy has fully entered a phase of low growth. Amid the health trend, consumers increasingly emphasize less sugar, reduced sugar, or even sugar-free diets. Despite this sugar-reduction trend posing a major obstacle to confectionery companies, Jinduoduo Food, founded nearly 19 years ago, has bucked the trend, expanding its global market share and becoming a leading Chinese candy exporter, with products sold in over 50 countries and regions, and being the only mainland Chinese brand on Candy Industry's '2023 Global Top 100 Confectionery Companies' list."
author: "金多多食品集团"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2023-11-01"
language: "en"
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# Jinduoduo Food Group: World's Top 100 Confectionery Company Co-creating a New Candy Market with You

> Human society has quietly transitioned from the information age to the VUCA era, and China's economy has fully entered a phase of low growth. Amid the health trend, consumers increasingly emphasize less sugar, reduced sugar, or even sugar-free diets. Despite this sugar-reduction trend posing a major obstacle to confectionery companies, Jinduoduo Food, founded nearly 19 years ago, has bucked the trend, expanding its global market share and becoming a leading Chinese candy exporter, with products sold in over 50 countries and regions, and being the only mainland Chinese brand on Candy Industry's '2023 Global Top 100 Confectionery Companies' list.

Human society has quietly transitioned from the information age to the VUCA era, and China's economy has fully entered a phase of low growth. Simultaneously, with the popularity of health trends, consumers increasingly emphasize less sugar, reduced sugar, or even sugar-free diets.
This sugar-reduction trend once became the biggest obstacle for confectionery companies. However, against this backdrop, Jinduoduo Food, founded nearly 19 years ago, has bucked the trend, expanding its global market share and becoming a leading Chinese candy exporter, with products sold in over 50 countries and regions, and being the only mainland Chinese brand on Candy Industry's '2023 Global Top 100 Confectionery Companies' list. Investors also call it the 'global leader in creative candy.'
**Finding Certainty in the New Era**
At this stage, the rise of health concepts and the explosive growth of the snack category have brought tremendous impact to the candy market.
In China, the market capacity for candy differs greatly from that abroad. Compared to the foreign candy industry's capacity of 460 billion, China's 30-plus billion is only one-tenth of that. Despite the sugar-reduction trend causing many to shy away from sugar, it is undeniable that **the future of China's candy market holds great potential.**
**In the uncertainty of the times, there are two certainties: the pursuit of happiness and health, and the demand for ultimate cost-performance.**
Facing the new era and the certainty within uncertainty, Jinduoduo Food Group adheres to two innovations:
**First, product innovation.** As a leading brand in global creative candy, creativity represents everything. Currently, overall consumption is declining, but a group of post-95s and post-00s, the main consumer force, is gradually growing up. Their demand for innovation is far higher than that of post-80s and post-70s, so innovation can continuously bring infinite possibilities to the enterprise.
**Second, channel innovation.** Combining our own development, we have customized our understanding of channels through years of deep cultivation experience. Therefore, we have developed many influential channel cooperation models in the market, which can provide guidance to our quality distributors and partners, achieving a 1+1>2 effect.
**Starting with Products, Succeeding through Channels, Winning with Brands**
Everything is based on products; the product is the '1', and everything else is the '0'. Jinduoduo Food Group has focused on candy for 19 years, concentrating on core sub-categories to refine an ultimate product structure. Currently, Jinduoduo Food Group has built three candy sub-category brands.
**1. Creative Candy: AMOS**
Although overall consumption capacity is declining, people's demand for novelty, new products, and new creativity is endless. **Especially in the highly competitive candy industry, playing with 'newness' in sub-segments is very important.**
Whether it's the globally popular 4D building block gummies, 3D fruit-shaped juicy gummies, gummies co-branded with well-known IPs like Disney, music lollipops that play music when in your mouth, or AMOS festive candies listed as the first partner by all mainstream channels... all have received very good responses in the global market.
**The pursuit of candy creativity is also the core competitiveness that Jinduoduo Food Group has maintained for 19 years.**
For a long time, Jinduoduo Food Group has been 'playing with candy' in over 50 countries worldwide. The mainstream innovations of foreign brands also provide very beneficial guidance and supplementation to the domestic candy market. Jinduoduo Food Group has the ability and strength to combine foreign candy trends and creativity with the domestic market to develop products more suitable for China, meeting the needs of consumers and channel partners.
**2. Nutritional Functional Candy: Biobor**
With the current economic downturn, the market has entered a phase of comprehensive low growth. There are two consumption characteristics: **first, the pursuit of ultimate cost-performance; second, the pursuit of quality at a fair price, rather than low quality at a low price.**
The Chinese consumption philosophy is to spend more worthwhile money on more worthwhile products, not to spend less money on very low-quality products. This is the primary issue that must be addressed for mid-to-high-end products.
Biobor nutritional functional candy is a leader in China's nutritional health candy. Currently, it has three product lines: the first is the probiotic line, containing BC30 active probiotics; another is the precision nutrition line targeting white-collar workers, petty bourgeoisie, and college students with specific needs, such as adding lutein, hyaluronic acid, etc.; and a third is a health-focused natural recipe line, cooperating with the Imperial Palace's Royal Paste Formula to develop pear paste gummies, apple cider vinegar, and honey.
**3. Quality at a Fair Price: Candy Uncle**
China has entered a comprehensive low-growth era. Looking at foreign development, during Japan's 'Lost 30 Years,' many high-cost-performance products emerged, such as Uniqlo, and in the 1970s in the United States, COSTCO appeared.
When post-90s become the main consumers, the market shows two characteristics: **first, consumers' self-pleasing psychology, wanting to be good to themselves; second, the declining birth rate.**
The entire snack consumption trend is moving towards single-serving small packages. Based on this thinking, many new channels have emerged in the market, such as the highly watched bulk snack stores. They pursue cost-performance more; although not the cheapest, they will definitely be high-cost-performance product combinations in the future.
Against this backdrop, Jinduoduo Food Group is also thinking about what products we should use to embrace this trend. Thus, 'Candy Uncle,' with quality at a fair price and cost leadership, came into being.
Jinduoduo Food Group has one of the largest candy production bases in China in Jiangmen, Guangdong. This is also the most distinctive and modern production base in China, covering 120,000 square meters. This cost leadership and strong supply chain determine the core competitiveness of the products.
**The ultimate competition must be supply chain competition, must be ultimate cost-performance, and competition in core cost leadership.** As a leading candy enterprise in China, Jinduoduo Food Group has the ability and strength to achieve cost leadership.
As for candy output, Jinduoduo Food Group has also developed three product lines: first, the Sea, Land, and Air Exploration series, each with different original designs; second, the Classic Nostalgia series, which innovatively redoes popular and nostalgic products; third, Fresh and Refreshing.
**Only a rich product portfolio can support the comprehensive development of channels.** In the future, the Jinduoduo brand will present a tripartite situation: AMOS with creative leadership, Biobor with nutrition and health, and Candy Uncle with quality at a fair price.
**Jinduoduo Food takes the Chinese market as its core and follows a globalization path. Based on product orientation, it achieves channel penetration + brand penetration, co-creating new markets and seeking new growth with partners.**
**In the new era, what kind of distributors should brand owners coexist with?**
**Follow the trend; it is the general trend.** This trend is the direction. When doing market work, we must follow the trend in channels, follow the trend in digitalization, and deeply understand, grasp, and control product trends. Only then can we stay ahead of others.
Jinduoduo Food Group always adheres to long-termism, insisting on candy R&D, production, and sales for 19 years, doing one thing and doing it to the extreme. At the same time, it adheres to brandism, hoping to have more quality partners to co-create the brand. We very much hope and look forward to more distributors in the future who can co-create this market with a brand owner's mindset. In Jinduoduo Food Group's overseas markets, distributors in the Philippines independently organize offline events for mothers; distributors in Vietnam hold internal team mobilization meetings for the AMOS brand; and there are excellent displays in convenience stores and supermarkets in Thailand... **This is an era of altruism, requiring mutual achievement.** We need to co-create with distributors, channel partners, including end customers and consumers. At the same time, enterprises should also have social responsibility, pursuing public welfare and environmental protection while developing the business. For example, we have launched recyclable packaging materials, which is also a social responsibility we fulfill.
**This is also an era of resource integration, with production, R&D, marketing, and joint operations across sea, land, and air.** Create new candy, new markets, win new models, new opportunities. Distributors' demands are actually simple: they need reliable people, reliable manufacturers to find reliable distributors, and ultimately achieve reliable business. This is vividly reflected among our customers.
I have been in business for 19 years, serving no fewer than 1,000 distributors. We are reliable people, finding reliable customers to do reliable business. We look forward to letting more people feel the charm of Chinese candy manufacturing, and we also look forward to more partners co-creating the AMOS, Biobor, and Jinduoduo brands.
_[This article is based on the keynote speech by Jinduoduo Food Group at the 5th China FMCG Conference, organized into this article for readers (with some deletions and modifications)]._


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