Consumer Winning Way.docVIP

 PAGE \* MERGEFORMAT 6 Consumer Winning Way In the brutal business competition, consumer brands to be invincible it? China’s huge consumer market is difficult to understand the market. Famous, boutique, cheap goods to compete with; local enterprises to quickly learn to imitate, and then to become multinational rivals at low prices; and, as done by local enterprises in the household appliance industry, their goal is not only limited to this. On a global scale, consumer goods manufacturers are in the dual pressures, in addition to competition within the industry, the pressure from the retail channels is growing. Wal-Mart and Carrefour and other large chain supermarket shelf space increasingly crowded, which makes the retail channel conditions to keep the prices down. Weijieweisi Winners (Vijay Vishwanath) consumer brands such as matrix categorization theory may help us understand this ‘brutal’ market. He is a vice president of Bain amp;amp; Company, leading the company’s consumer business. Although he is a first visit to China, but made him a new perspective on the views of the Chinese consumer market has a special value. Vijay believes that the brand’s profit margin mainly affected by two factors: the relative market share and brand identity. Many brands are absolute market share as the standard, and are often easy to satisfy in the absolute market share figures show. However, if the competitor’s market share with the comparison, often get some unexpected findings. Brand identity means the brand is a high-end brands or low-end brands. In Vijay’s leadership, Bain amp;amp; Company for 100 of the 524 categories of consumer goods brand’s market performance study. They found that, in accordance with the relative market share and brand identity, consumer brands can be divided into four categories: high-end line of persons, free riders, the low-end line, and a dead-end. The high-end route can reduce the cost and value of small, high-end brands occupy leading marke