Mengniu and Bright in Shanghai showdown.doc

 PAGE \* MERGEFORMAT 7 Mengniu and Bright in Shanghai showdown Pro-North into the three princes, who were the Beijing-Shanghai was the world. Beijing, Shanghai, two major dairy market has been the high ground is the dream of many domestic dairy enterprises to enter the temple. But would like to go to really be able to enter these two markets and a firm foundation for the enterprise is only a handful. In particular, the Shanghai market is particularly, here is a typical insurance market dominated by milk, or dairy giant bright base entrenched for decades. Thus, in recent years, although the irresistible force of Mengniu were in other parts of its advance, in the performance of the beach is very general. However, shortly after the National Day in 2007, Mengniu on the one hand, the soldiers attack Shanghai Bao-milk market, in light of the camp where a big fuss, a strong dragon battle for market share with the local snakes sounded the ‘build-up number’. Intense, Mengniu milk fat and insurance For the protection of fresh milk into the Shanghai market’s first product, ‘modern ranch’, Mengniu do a full pre-prepared. In the product concept, the ‘modern ranch’ main pollution-free, highly modernized ‘modern farm’ concept, and launched a GAP certification, import purebred Holstein dairy cow, human science and rearing environment, TMR Total Mixed Ration mixing process, to develop a green cow therapy era, the original instantaneous cold milk and fresh-keeping technology, six large selection of sterilization ‘modern ranch’ reasons. Specifications in packaging, ‘modern ranch’ pre-launched a total of 230ml, 480ml and 960ml three specifications. Both the small size of the ‘modern ranch’ use of relatively high-end market in the domestic market relatively late in the Tetra Pak crown, while the 960ml large package then use the roof box. In terms of price, 230ml retail price of the terminal equipment is 3.8 yuan per box, 480ml loading of 6.9 yuan per box, while the 960ml pack