Regional dairy enterprises breakthrough opportunities
"Zhanshanweiwang" seems to many regional business objectives of a general statement, but it comes Dairy Regional SMEs, it seems that with the domestic dairy enterprises obvious big difference is his main business is the core product, mainly the Israeli-Palestinian's milk, we all habitually they distinguish between "urban type Dairy "And" resource-dairy ", to some extent reflects the current local brands and national brands in the marketing situation, resources, supply chain, and management differences.
2002 -2 004 years, the national brand of "shuffling war" and the local brand of "self-defense war" formed a pattern of occurrence of dairy products made three major changes in industry concentration gradually high Erie , Mengniu With the focusing of resources and related events and marketing, strategy, and constantly go in strong, and has been launched, both the overall market share growth of 58% in 2004 to 66%, while the other three line brand significantly lower growth rate The average growth rate in the industry, the industry appeared Matthew's situation, it seems the strong stronger and the weak weaker. Local brands, dairy Jinan Jiabao extended care, summer and into the dairy industry strategy to fight shrinkage, Chongqing-day Friends of the tired fight Mengniu, Yili's crazy attack, a new hope pattern everywhere in the dairy industry has also run into snags, Beijing Sanyuan and Wanda has completed restructuring, looking forward to the opportunity rebirth. Develop a national brand style development, local brand slit in order to survive, according to the author's understanding of the industry, most of the strong brand three-point mostly rely on some 23 city-like for the survival of market-based, really able to completely dominate the market in the province there are very few brands, then as a regional local brands, both their own brand power resources, communication resources, management capacity, capital and big brands can not match, blindness follow up or challenge the development of a regional expansion strategy to weaken rivals can not really force the market system. Intensification of market competition, crazy big expansion, the local brand in the formulation of regional development strategy is first to ensure their own brand how can their continuing strength within the region, sells not because he lost this.
In fact, the success of an enterprise, are often the coordination of the overall industry value chain advantage break from brand to the resources to channel to the market distribution, and business objectives of planning and marketing FromEMKT.com.cn plans adaptability of the ecological environment of the local market. Mengniu, Yili to the rapid development from a macro point of view, is dependent on his considerable resources to match the brand and its advantages. But once the implementation of specific regional markets, naturally many of his weak empty, it must exist for the local brand of their breakthrough opportunities, such as local consumer acceptance of brand, category cognitive level; local economic level consumer preferences, local market responsiveness of the spread, and market management, distribution logistics standards. Therefore, the status of both the weak regional brand strength, there are bound to a single point of breakthrough opportunities. Just how we go through the appropriate method to explore the marketing business model point of explosion?
From a marketing point of view, a breakthrough in the development of a dairy enterprise is simply not in the milk supply chain of their products, product type configuration, channel logistics, distribution, brand communications, the precise management of the market a few key points for mining.
Milk supply chain from the point of view, the majority of urban-based dairy brand basically built on the 23 cities, the supply milk to some extent dependent on the city suburb of grassland pastures and farmers collective retail operation in the form of relatively large brands speaking, far in the second and third line logistics and distribution radius of the market, regional brands no doubt in distribution costs and greater convenience to maintain the advantage for the side Milk Advantage of the fresh offer greater support to maintain the current milk consumers consider the key attributes of the production date is sooner or later, this dominant market position of their own regional companies will undoubtedly enhance consumer choice in the advantage. The supply of milk for urban-based fresh milk, distribution of time and space costs of providing greater support, regional superiority for the enterprise, it must make full use of resources in place to ensure the cost savings associated with its own advantages of the product and customer service quality.
Type of product choice, although large national brands are in the mergers and acquisitions of local dairy enterprises plan the layout of the national market, but consumers can not solve a fundamental understanding of the issue of fresh milk, which is all these years Mengniu, Yili milk at room temperature continuously through education, to enhance consumer awareness of milk at room temperature, use room temperature milk can keep a long, low distribution conditions require the advantage of this as a springboard for product platform around the country market.
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