区域品牌的三种防身利器（Three kinds of self-defense tools of regional brands）.docVIP

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区域品牌的三种防身利器（Three kinds of self-defense tools of regional brands）.doc

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区域品牌的三种防身利器（Three kinds of self-defense tools of regional brands）

区域品牌的三种防身利器（Three kinds of self-defense tools of regional brands） How to protect their market position in front of predators? Hone products, channels, services, three self-defense tools. How dairy industry sticks to regional market Cui Ming Zheng Gang Competition pattern Lanzhou City Dairy manor was established at the end of 2000, after the listing of products, relying on its powerful terminal network, immediately in the Lanzhou milk market set off a storm manor, sales hit record highs, after two years, annual sales reached 60 million success, one of the city of Lanzhou to become the leading brand of pure milk. However, not long, and as the dairy industry continues to heat up, the competitive environment has undergone enormous changes. There is a saying in the dairy industry: Beijing and Shanghai have the world, the three North princes. As one of the most important dairy markets in Northwest China, Lanzhou has naturally become the major dairy giant in the country. Since the beginning of 2002, Mengniu, Yili, Guangming, Xia Jin and other national large-scale dairy manufacturers have entered Lanzhou, by virtue of their brand awareness, strong promotional support, cause again industry earthquake in Lanzhou dairy industry. At the same time, the traditional local leading enterprises is also an occasion to launch a new round of market share frenzy. The dairy industry, which has just established itself in the Lanzhou market, is facing a new competitive environment. Each big enterprise enters Lanzhou each has the characteristic, with Mengniu, Ely and Xia Jin is most typical. The Tetra Pak pillow, Mengniu tetra brick pure milk as the main product market, other milk beverage to supplement, occupies a large market share; Yili in the most obvious characteristic of Lanzhou is its absolute leading position in the yogurt Market, Yili yogurt sales accounted for more than 50% of the yogurt Market, occupy the undisputed supremacy; the summer into the main Gabriel package products, inc