Master Kong zero-sum competition unified crowding out the door event.doc

 PAGE \* MERGEFORMAT 13 Master Kong zero-sum competition unified crowding out the door event An already saturated with instant noodles market realities: May 24, 2012, the Eighth summit of instant noodles authoritative data: the mainland instant noodle production of 48.38 billion package, which is equivalent to 130 million packs a day, accounting for more than 50 percent of global sales. Continental average of 10 days per person to eat a packet of instant noodles, edible ratio highest in the world. Since 2007, the world’s instant noodle market has become saturated, the average annual global sales in the 100 billion package hovering, in 2010 global sales of 97 billion packets, in 2011 global sales of 96.8 billion packs; in China maintained at 45 billion package -500 billion packs of instant noodles market is highly concentrated, Master Kong, unity, Hualong, a white elephant, the top four market share of over 80%. Beginning in 2007, instant noodles market from exploiting the boundary of the early, staking stage into the stage of “zero-sum competition”. At this stage, the competition is very cruel, very unforgiving market, the rapid growth of sales of a brand. is necessarily a sharp decline in sales of other brands as the cost of Second, the legendary Master Kong, unified “crowding out door event”: In early May 2012, according to of unified insiders broke the news to the media, “Master Kong unconventional competitive practices, unity has lost up to 40 000 points of sale, direct loss of over 200 million yuan.” Master Kong since the beginning of this year the purposes of exhaust systems plan costs regardless of the costs to each point of sale subsidy of at least 500 yuan / month, wishing the old unified star products altar pickled surface out of channels. “since May, in the northeast region, especially in Shenyang, most of the large supermarket, large stores as well as small private supermarkets, they have basically stopped selling unified instant noodles