Candy is a kind of confectionery, which refers to a snack with sugar as the main ingredient. If the fruit or nut food is coated with sugar, it is called a sweet food (such as candied haws). In the broad sense of Asian culture, chocolate and chewing gum are also considered as a kind of candy. In Europe and the United States, candy refers only to products made with white sugar or maltose. In ancient times, Europe and the United States even used honey as a raw material to make candy, but because of too much honey, it is not easy to control and not suitable for industrial production. development of As one of the two traditional snack food industries in China, the candy industry has maintained rapid growth and its potential market share has expanded. In the past five years, China's candy market has maintained an annual growth rate of 8%-12%. In 2011, China's candy industry has reached 62 billion yuan. At the time of the development of the domestic candy industry, various types of candy, such as health care, low-sugar, fun and eco-type, have accelerated the pace of collective attack on China's high-end candy market. In contrast, the products of China's candy market are very simple. Under the dual pressure of foreign companies pressing and fierce competition from domestic enterprises, China's candy industry product development resistance is heavy.  The competition of domestic candy companies mainly stays at the price level, and the development of new fields is obviously insufficient compared with foreign capital. The homogenization of products has seriously impeded the competition between domestic candy companies and foreign brands, making their profits far less than foreign brands. The main battlefield of domestic brands has also been forced to sink to the second and third-tier markets. It is worth noting that the global annual per capita consumption of candy is about 3 kg, while China has only 0.7 kg, so China's candy market has great potential for development. The breakout of domestic enterprises should focus on the upgrading of products, and constantly introduce new products to continuously enrich product varieties. China's candy industry is facing the demand pattern of small products and large markets. Candy production enterprises are in the stage of structural adjustment, product renewal, survival of the fittest and corporate restructuring. As the market operation of confectionery products is completed from product competition to marketing, the confectionery industry has entered the era of brand competition.