According to the Statistical Yearbook 2010 of the National Bureau of Statistics, the average annual consumption of cakes per person in China is about 5.09 kg. According to the statistics of the China Bakery and Sugar Products Industry Association, the average annual consumption of bread per person per year is 8 kg in Korea, Hong Kong and other regions with similar dietary habits in the Mainland. With the acceleration of China's urbanization process and the gradual westernization of residents' dietary habits, the domestic baking industry has huge consumption potential. But what are the opportunities and challenges for food machinery baking equipment that provides mechanical equipment and technical support for the baking industry?

          Talking about the changes in the demand of China's baking machinery market in 2012, Chen Xinkui, director of Shanghai Kuihong Food Machinery Factory, said that according to his personal experience, there are two points. First, from the sales situation of subdivided products, the market demand for moon cake machinery Gradually decreasing, the demand for cake and bread machinery market is stable, and the demand for automated production lines has increased significantly. Second, from the time of sales, the current purchasers will go through detailed market inspections, and then optimize the product selection. After considering the order, it will be more cautious than the previous purchase, and it also shows that the competition in this market is getting more and more intense.

        One is the severe economic situation in the domestic market and the increasingly fierce competition. On the other hand, the growth potential of the automated production line, Chen Xinkui not only saw these two points, but also intends to combine the two to find a breakthrough point.

　　"In the next 2-3 years, I plan to enter the European and American markets. It is expected that this part of foreign trade will account for 40%-50% of the company's sales." Chen Xinkui intends,  but the reality is always more difficult than planning, and enters Europe and America with higher mechanical level. The market and earning a place is far from being as easy as imagined. Chen Xinkui has already built a clear idea for this march: “Continuous product updates, continuous optimization of product quality and appearance, continuous improvement of automation, management level and quality of employees Skills and so on continue to improve."

　　In the eyes of Chen Xinkui, these four "continuous" seem to be the only way to break through the Shanghai Kuihong Food Machinery Factory because the analysis supported the reason that the company's growth rate remained at around 30% in 2011, he finally summed up the points that “the company has greatly improved its management system, marketing strategy and product quality.” The only difference is that Shanghai Kuihong has set its sights on the automatic production line market in the future international market.

　　Automatic assembly lines will become increasingly common, and stand-alone products may be slowly eliminated.” This is not only for Shanghai Kuihong but also for China's entire food machinery and equipment industry, both opportunities and challenges. Coupled with fierce competition in the domestic market, this automation revolution is increasingly showing the trend of big waves, "we can stand the test", Chen Xinkui is full of confidence.