Jinmailang dilemma- as is well positioned and loser location.docVIP

 PAGE \* MERGEFORMAT 8 Jinmailang dilemma: as is well positioned and loser location In the late nineties of the last century, China’s instant noodle industry in the pattern of basically formed Master, unity, Hualong tripod pattern. Master, unity does not meet only limited to the urban market, have tried to penetrate rural markets; Hualong not meet only in the rural market Zhanshanweiwang the status quo, has tried every means to be in the city with the Master never a semifinal. Hualong Group Jinmailang is a product of such aspirations to the world. Jinmailang turned out to a certain extent, to break the ‘two cities of a rural’ market brand of the old pattern, which rely on the concept of elastic surface, only three or four years on the successful completion of the layout of the Chinese urban market, around 2003, beyond the reunification, the Chinese side industry in second place riding position. In the realization of the brand from rural to urban transformation, the group is quite Jinmailang Warring States Period style home, begins to Lien, later worked with Nissin, uniform and other companies, hoping to complete the final step to reach 95 Extreme. From the terminal performance, instant noodle Jinmailang group alone in the market, under normal operation conditions, like short-term almost impossible to overthrow the Master. Therefore, in 2006 a joint venture Jinmailang development and unification of drinks since this would mean that the Group embarked on Jimmy Lang and Master, unified, like ‘surface and superior hand, food’ in the second upgrade path. The upgrade is far from Hualong like to change Jinmailang as smoothly. Although the year Jinmailang has also done a lot of publicity, is enabled when the annual super-popular star Zhang Liang Ying to do endorsements, but the ‘first ad, after the Distribution’ intended strategies are not achieved. Not only the year is not achieved, by 2009, this unit of Mai Lang tea, water and other products only on its Web site n