NICE- retrogression in progress.doc

 PAGE \* MERGEFORMAT 17 NICE: retrogression in progress Success, caught off guard Nice from re-entering the detergent industry to get a first place in the industry only took two years. In 2001 its sales reached 89 million tons, equivalent to all the multinational companies in China five times the total amount of washing powder, more than the sum of the domestic top 10. Take all low-value-added, high transportation costs of beer compared to the first in 2001, Suntory’s market share around 10%, however, radiation areas only Shanghai and its surrounding areas. But Diaopai’s market share was as high as 40% of the weight distribution is 95%. The latter means that it entered the 31 provinces, more than 2300 counties, 4.5 million store has really ‘there is water Department, there must be Diaopai’. Many people have attributed the success of NICE as ‘cheap’. In fact, ‘Low’ is only appearance, the main reason behind its success are: * Low-cost production and delivery costs #8226; High-density high-efficient ad #8226; Strict control of sound channels It is these three advantages to ensure Diaopai detergent gained unprecedented success. And this success to some degree, even they themselves did not expect. Mid-2000, NICE appeared outside the factory day and night, waiting in line to cash a long delivery fleet. Four years have passed, though not as part of the NICE estimate of the trade as ‘building down on the beach’, but has obviously slowed the pace of advance. This is from the Diaopai production and market share can be clearly seen. All this is far from being their leader Zhuang pass the word ‘strengthen management, enhance the consolidation’ can be resolved. Worse than this, as do not understand why they will be successful, and now even do not know why regress Nice. Whether to abandon cost advantage to establish what ‘five foot full’ production base, or increasingly sparse television advertising, or so dealers are increasingly Xinliang terms of trade, all this