China's most well-known candy is none other than Hsu Fu Chi, although its gummy series is not as good as Haribao, and the strength of hard candy is not as good as Jiayun candy, but it is better than the candy comprehensive, and more importantly, Hsu Fu Chi's development of New Year's candy and the exploration of the counter-style bulk sales model have transformed it from an obscure candy factory to a Chinese candy giant.
 
Hsu Fu Chi is well aware of China's consumption habits, and the Spring Festival and wedding banquets have strong consumption power for candy, with more than a dozen different types of candy designed in a very festive style, such as crispy candy, plum candy, and sandwich marshmallows.
 
Hsu Fu Chi relies heavily on the Spring Festival and supermarket hypermarkets, and the sales during the Spring Festival even account for 40% to 50% of the year. In 1997, it has been deployed in major supermarkets across the country, and has been an instant hit since then. Hsu Fu Chi's success has also attracted many confectionery brands, but in the New Year candy field, Hsu Fu Chi's rich range and market depth have always been beyond the reach of other manufacturers, and Nestlé has spent US$1.7 billion to acquire a 60% stake in it in 2011.
 
Hsu Fu Chi's model is becoming more and more disadvantageous today. The homogenization of candy is serious, there are not many high-quality products, and the packaging is suitable for festive occasions, but it gives the impression of old-fashioned. Based on the taste of Chinese people, even if they go abroad, ninety percent of consumers are overseas Chinese.
 
In order to break through the limited image of New Year's candy and be unwilling to give up the Spring Festival sales season, Hsu Fu Chi also entered the e-commerce platform. Changing the bulk sales model in physical supermarkets, Xu Fu Chi, which sells in e-commerce, pays extra attention to candy packaging, often focusing on gift boxes and cans, and also launches the popular nougat. In 2019, with the help of "palace fever", a New Year's festival was held offline to promote gift boxes with more atmospheric packaging.
 
In terms of product layout, Hsu Fu Chi also targeted candy series to break through the impression of simple public New Year's candy, such as Dr. Xiong's fruit pulp gummy candy, which explores a new taste on the original basic gummy candy, selects real fruit pulp as a sandwich, brings a double taste, and the color also comes from natural vegetables and fruits, with a single pack of 66 grams priced at 6.5 yuan, which is economical and affordable, further competing for the children's market.