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Chinese Fan Industry to facilitate

In 1997, the light of Friends of the Friends of Sichuan Zou Guang, invented the comfort of fans. In the next decade, comfort from the fans has been a rapid development process. At present, the internal market, the convenience of fans formed a sales volume of seven million. And comfort for fans on the basis of the current growth rate in terms of market development, to facilitate the market much more that fans of instant noodles market. Especially after 2003 to facilitate the amateur market, achieved a 30% -40% annual growth rate – the rate of new product is rare. At the same time, instant noodle market is nearly saturated, develops slowly. In that case, was optimistic: to provide fans in the spring is here.

Most of the practices of human industry, is very optimistic about the fans, that in 2006 annual sales of just over 300 million White House, the objective is 2010 sales to reach 1 billion yuan. Only one goal, one can see that the White House goal is ambitious, but can also be blindly optimistic. In June 2007, a national survey of major cities know the real situation, despite the comfort of the fans are still dominated by the friends of clear and white, but most occupied by two brands with the same shelves, and two rows of shelves, one side of instant noodles – - did not impact visual appeal consumer guide standing, do not buy, is very low, the sale of land is almost Shaorenwenjin.

View Summary leopard spots, which should be the comfort of fans across the industry, a microcosm of the current situation – as it moves toward a national market, but the market is slow, the poor performance of the terminal is still belong to a more "unpopular" in the market. At the same time, to facilitate the industry's fans are a little unrealistic impulsivity, reform "movement against" as the slogan spread. Despite the convenience Fans of the relative growth rate the market is not weak, but the magnitude and the plates are clearly too small, this lack of scale of market growth rate by more meaningful?

If you have any rational to say that this it is impossible, at least three to five years it is simply impossible. If you are wrong to judge the market, it is difficult to imagine the comfort of the fans can really grow. Was blind this point of view of development, resulting in the slow development of the industry to facilitate the fans. For example, the White House and their friends in mind, two companies in Sichuan both to facilitate the industry giants fans, and competition is almost the beginning of the birth of the White House continued to struggle in the show each color. The girl later joined by shoulder pole, but also put a fan in the market to facilitate the battle a more abrupt and disorderly.

The result – Friends of the White House and still remains light in some areas of revenue debt, but has created a "buy five get one free" at the pole does not have girl fans wait until the current day Huobian easy in the country – made the mistake of rushing to a bigger place, breaking the chain of releasing capital completely collapsed. In any case, the bigger pie, ready to fight on the site is undoubtedly a very risky approach. Now, after the pain of a fixed charge now understand that this truth but also to adjust his own attitude: "Fans will not be a practical alternative to instant noodles, only one turnover product. Provide fans with its unique flavor, which meets a small part of the needs of targeted consumer groups, instant noodles are the public, then the convenience of the fans is a small minority. "

Back to Nature products

Instant noodles are 20 years of operation, has become a preview of the promotion of national development of products to meet regional consumers throughout the transition. This path to facilitate the strengthening of enterprise features fans in addition to developing products, but also appropriately increase the national taste for product development. In doing so, first is the core business can play with more force, however is the development of the domestic market to meet the needs of the country, after all, I do not like other Sichuan. However, in recent years, the new point of view of product development, fans of the White House in new product development speed and positioning of new products should be faster than the Kwang Woo, but supervision of the Friends of the speed of light more quickly, after all, his capacity is still relatively strong Chu.

Fans located in the White House faith "name Sichuan snacks, has given himself to find a group clear consumers, but also put in a great circle, Sichuan and other provinces such as Sichuan and tried to name snacks snacks throughout human feathers inside. The early stages of development of the company, which could allow companies to invest limited resources to pinpoint the market to produce the greatest benefits, but at some stage of development of enterprises need to expand the consumer crowd, but the advantage of coming from outside to buy, or Sichuan, or not eating sandwiches, when business needs clearly the characteristics of the products in this area, it is natural that led to the exclusion of the product. If the company has insisted that they can buy products that will be used for a lot of resources to change their habits, increase their financial pressure.

Friends fans sites anti-tourist is a good way to resolve the dilemma faced by fans of the White House. Fans to facilitate business development and growth, we let consumers have come to several times to buy their own products. In the current environment of instant noodles in a large absolutely, to facilitate fans made a new category, so that consumers accept a substitute for instant noodles, it will be possible to achieve this goal. In creating a new class for "Facilitate Fans experts" to promote the identity, the impact on consumers will be more positive impression will be deeper. Since consumers buy products, imperceptibly will choose a product from the company that specializes in the production of goods, this time the fans will be your friends first option on the purchase date.

Leading the market through brand building

Thus, to provide the industry about how fans can get advance? Quickly on the measures in the market? Maybe that each company has its own strategy. He found that many companies in fact simply facilitate Fans have no strategy, no clear direction of development. For a class, the comfort of the fans already have a certain amount to the peak value. Fans can get consumers to facilitate impulse buying is to deal with the type of purchase, and it incorporates advanced product value. However, how the consumer side to repeat purchase?

The fans must trust to facilitate access to development? Brand! Just because the unique value of the brand, and what to do for meaning brand in order to allow companies to get the right to survival and development! There is no mark, then advanced, then the products may cause the curiosity of consumers, but also because consumers are weary, but also a time when market exclusion.

In the instant noodles in front this huge competitor to facilitate business if they can keep their fans a unique proposal, I fear it is a matter of time before being overwhelmed. Consumers will always be the grass is always greener, and already got on the local characteristics of the comfort of the fans, if you can not cross their limits and can not create something new for play their own flag, will not have access to consumers. Instead, they attach importance to study changes taking place in the new urban consumers, who can find the heart to open the door to consumers that the golden key.

Last year fans of the desirability of the industry in the research report in comfort of the fans of the market, the White House, Sichuan Foods Co., Ltd. has reached 43% of the market share of second place that friends of the Society of Industry Potato, Ltd. Sichuan light was approximately twice as much market share and become leaders in the industry. The first is the creation of only five years activity, which fans have been more 10 years of production experience in the business of a fortune to run on the business, starting a business products R & D base They are everywhere against the other, the collision between the two is always working. In this highly competitive market, the company law of the jungle and those who can laugh at Arena, has the last word, then?

And channel model corresponds to the product structure

Companies choose the type of strategy, the choice of products, the strength of hair, to form the company move forward and attack, retirement and Defending the the product. The structure of products and marketing channels of the products needed to match the structure for maximum effect.

Any business should be to achieve the diversification of sales channels, or it will be subject to the phenomenon of the chain. In the secondary market, commercial super-system occupy the more obvious benefits, and in three or four are in the domain of the market system wholesale. But after years of development, all kinds of super-fast terminal expansion and the inter face of intense competition, they have to squeeze suppliers, different types of costs have continued to rise, with businesses HyperTerminal increasingly passive play. Companies that rely on such super-terminal, will become more passive and the need to develop an active and graft traditional channels, based on traditional channels for the balance of power multi-channel constraints.

Judging from today's perspective, the white house development products focused on 12 urban markets in the luxury market. Then the fans as consumers of products to facilitate the progressive realization of the 34 markets the future become a huge growth potential. For the White House, whether or not to enter these markets, companies are also an option, and if such adjustments, you need to make appropriate product development and expansion of the canal.

For fans of the White House has chosen management system turnover ultra-modern, promotion sales promotion necessarily focused on the consumer. This approach to promotion, while capable of stimulating the market to buy, but require a large amount of resources for businesses to invest and increase business expenses. And the White House to promote the consumer magazine, the cooperation of non-television advertising and support, and not the mind of consumers to improve the image of the product, is easily forgotten by consumers. About the Author

I am a professional editor from
China Product
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