Down the brand shelf.docVIP

 PAGE \* MERGEFORMAT 4 Down the brand shelf Almost every multinational companies to invest in China has a dream: to sell their one of every Chinese-made products. In fact, this desire is ridiculous and unattainable at value prices. Because in China, the central cities, small towns and remote villages of the spending power and consumption habits very different, with a product to sell to everyone is impossible. Over the past decade, although a number of multinational companies in Beijing, Shanghai and other big cities brilliant record, but almost no one in the small towns and vast rural market to achieve the same success. The supermarket in Xiangfan, the best-selling is not the P amp;amp; G’s ‘Rejoice’, but the domestic brands ‘C-BONS’; in Jiangxi’s cottage, the children beg to buy nor an adult is ‘Coca-Cola’, but ‘Wahaha’ and ‘Cola’. These internationally renowned brands is not a promotion of its own is not enough; but rather fit the brand’s shelf impede these multinational corporations enter the rural market. Consumers in rural areas may not be able to understand the brand behind the deep cultural connotation, but added that ‘the farmers’ manure, ‘harvest’ wine, ‘scholar’ m such a name is more cordial and recited the refrain. You can not expect to like a peasant in northern Shaanxi white-collar women in Shanghai, as can remember, like ‘Head amp;amp; Shoulders’ and’ Sassoon ‘tongue-twisting names like; not to want a monthly salary of 200 yuan for rural factory workers, because’ Rejoice make you more confident ‘in advertisements of more than 20 yuan to buy a bottle of shampoo. In poverty, the environment, people even have money to buy things, but also pick the cheapest, or the backlog Chu Lipin, brand value and influence here is minimal. The excessive emphasis on the brand image also ignores a number of multinational corporations localized means of communication, which became its rapid expansion into rural markets, a major obstacle. 3 Oral Liquid then be able