Regional brand your bold move forward!.doc

 PAGE \* MERGEFORMAT 21 Regional brand your bold move forward! First, China’s food market, the phenomenon of regional brand Fu to spread the 21st century, institutions have found the regional brand is a phenomenon in the food industry was particularly prominent. Over the past decade, China’s food industry, an average annual increase rate of 10%, becoming the largest industry, food industry, annual output value as early as in 2002 exceeded 1 trillion yuan. Incompatible with this prosperity, in a wide range of voluminous number of products of the food industry more than 90% are SMEs, industrial concentration and brand concentration is not enough, a number of regional sub-brands, national brand less, in the many categories is far from being focused on the formation of stable the market. Take foods in the major categories for the pastries, confections, pickles, condiments, meat and its products, grain and other categories, the national brand low concentration is very low, limited regional well-known brand were scattered in various regional markets. Some of them live fairly moist, operating conditions do not rise and fall, but the ‘short legs’, the total is also not far away. Summon wind and rain at home, and a provincial city on the Buxing Le; some certain type of food industry in the region’s pioneers, such an enterprise through arduous struggles finally made potato chips, and opened the market, but behind the smoke to a number of imitators, the follower. Trail Blazers would like to gallop, but the followers are also not pull open from the total. These regional companies want to get rid of confusion, enhance the brand, strengthen and expand the brand to do, but suffer from no side. They are like prisoners in the cages of the lions alone is filled with grand aspirations, how can the market do not know the whole country, the brand to achieve the country. Densities of a regional brand in many parts of alcohol and tobacco companies, for example, have raised the l