通路卖场化----二线牛奶品牌如何做好通路市场（How will the second line milk brand do the channel market well）.docVIP

通路卖场化----二线牛奶品牌如何做好通路市场（How will the second line milk brand do the channel market well） The domestic milk market is the hot competition in recent years, cheap milk than water has become all the industry consensus, milk marketing style five eight door, once saying as long as you dont have to buy the milk, pots and pans that the milk market competition, national brands (such as: Mengniu, Yili) using a variety of different fighting activities in the primary market but also the war also led to the two or three level market, small and medium-sized enterprises in order to expand in the bubble by different ways of their own development, local small enterprises are forced to have joined the war, this is the national dairy market involving four. According to the latest statistical results show that, at present, Yili, Mengniu, Guangming three giants have accounted for more than 50% of Chinas dairy market share. Insiders pointed out that, in the next 3 years, the domestic dairy industry integration will be completed, then, the market and the advantages of resources will be further concentrated, the gap between first-line and second-line brands will rapidly widen. In fact, in recent years, Mengniu, Yili, Guangming and other brands have started the implementation of the national strategy, one of the most outstanding performance is to speed up the attack on key regional markets, and by diversifying further squeeze local second-line brand market space. As a listed company, the three giants have other companies elusive advantage in terms of capital, relying on a strong financial background, they both in mergers and acquisitions or publicity, can easily cope with the dairy market growth momentum. On the contrary, in the face of intense competition, the dairy industry gross profit from continuing squeezed price war and the rising prices of raw materials, benefit from 2002 will continue to decline, the data show that as of the end of 2006, the domestic dairy industry average profit fe