Chinese Fan Industry To Facilitate
Author: dpdpIn 1997, Sichuan light of Friends of the Friends of ZOU Guang-invented the convenience of fans. In the following decade, the convenience of fans experienced a rapid development process. At present, the national market, the convenience of fans has formed a seven million sales volume. And the convenience of fans based on the current growth rate of market development point of view, to facilitate the market much higher than the instant noodle market fans. Especially after 2003 to facilitate the fans market, achieved a 30% -40% annual growth rate - this rate for a new product is more rare. The same time, the instant noodle market is nearly saturated, developed slowly. In this case, it was optimistic that: facilitate the fans in the spring is already here.
Most of the convenience of human industry, it is very optimistic about the fans, such as the 2006 annual sales of just over 300 million white house, with the goal is the year 2010, sales to achieve 1 billion yuan. This is only a target, we can see that white house goal is ambitious, but it may also be blindly optimistic. In June 2007 a national survey of major cities know the real situation, although the convenience of fans continue to be dominated by light and white friends, but most of it occupied by two brands with the same shelves, and both rows of narrow shelves in one side of instant noodles -- - did not have the visual impact of the Standees, no shopping guide, consumer appeal is very small, selling the site is almost Shaorenwenjin.
See glimpse of leopard spots, this should be the convenience of fans throughout the industry, a microcosm of the status quo - while moving 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 fans the industry are still slightly unrealistic impulsiveness, the "reform of the face movement" like the slogan prevalent. While the convenience of fans the relative growth rate of the market is not low, but the scale and the plates are obviously too small, this lack of scale of the market growth rate to have much significance?
Anyone with any rational to say that this is impossible, at least three to five years is simply impossible. If we are wrong to judge the market, then it is difficult to imagine the convenience of fans can really grow up. It was this blind view of development, resulting in very slow development of the industry to facilitate fans. For example, the White House and optical Friends, two in Sichuan enterprises, both to facilitate the industry giants fans, and their competition is almost the beginning of the birth of the white house on the show continued to battle each color. The girl was later joined by shoulder pole, but also put a fan on the market to facilitate the battle into a more brutal and disorderly direction.
The result - Friends of the White House and even today is still light on certain areas of debt sales, but produced the "buy five get one free" in pole girl fans do not have to wait until the real Huobian easy day in the country - impetuous for her mistake carried out over a large stall, capital chain rupture let her go completely collapsed. In the cake no bigger cases, eager to fight on the site is undoubtedly an extremely risky approach. Now after the pain of a fixed charge of the enterprise to understand that this truth, but also to adjust his own attitude: "Fans will not be a convenient alternative to instant noodles, only a turnover of product. Facilitate the fans with its unique taste to meet the a small part of the needs of target consumer groups, if the instant noodles is the public, then the convenience of fans is a small minority. "
Return to the nature of products
Instant noodle products are 20 years of operation, has now evolved into a taste from the promotion of national development of regional products to meet consumers throughout the transition. In this trend, to facilitate the strengthening of local fans enterprise features in addition to product development, but also appropriately increase the national taste of product development. Doing so, on the one hand is the basis of the enterprise can play in order to more firmly on the other hand is also the development of the national market in order to meet the needs of the country, after all, do not like many others who Sichuan. However, in recent years, new product development point of view, White House fans in the new product development speed and new product positioning should be faster than the kwang woo, but the follow-up of Friends of the speed of light faster, after all, their capacity is still relatively Chu made strong.
White House fans positioned in the "authentic Sichuan name snacks," has given himself to find a clear group of consumers, but also painted himself in a big circle, will Sichuanese, other provinces like Sichuan snacks and tried to name snacks throughout man-made pens inside. Early stages of development in the enterprise, which could enable enterprises to invest limited resources to accurately target market, produce the greatest benefits, but to a certain stage of development of enterprises need to expand the consumer crowd, but not the advantage of allowing outsiders to come in to buy products, They either do not like Sichuan, or do not like to eat snacks, when companies clear-cut demands of the characteristics of products in this area, they naturally gave rise to the product exclusion. If the firm insisted enable them to buy products that will be used a lot of resources to change their consumption habits, increase their financial pressure.
Friends of Anti-tourist location fans, are a good way to resolve the dilemma faced by white-house fans. Fans in order to facilitate business development and growth, we must let consumers have come to repeatedly buy their own products. In the current environment of instant noodles in an absolutely strong, only to facilitate the fans made a new category, so that consumers accept a substitute for instant noodles, be possible to achieve that purpose. In the creation of a new class in order to "facilitate the fans experts" to promote the identity, the impact on consumers will be more positive impression will be deeper. Because consumers buy products, will imperceptibly to choose a product company that specializes in the production of goods, this time the Friends fans will be their first choice of the time of purchase.
Lead the market through brand building
So, to facilitate the industry on how fans can obtain a breakthrough? Quickly on the steps in the market? Perhaps each enterprise has its own a strategy. Found that many companies in fact facilitate the fans simply do not have a strategy, no clear direction of development. To a category, the convenience of fans already have a certain amount of cutting-edge value. Fans can cause consumers to facilitate the purchase impulse led to try to type to buy, and this is the value of the product embodies cutting-edge. However, the next how to encourage consumers to repeat purchase?
Fans should rely on to facilitate access to development? Brand! Only doing the unique value of the brand, and only doing for the meaning of the brand, in order to allow enterprises to obtain the right to survival and development! There is no brand, and then cutting-edge, and then the products can cause consumer curiosity, but also by consumers are tired, but also a time when the market exclusion.
In the instant noodles in front of this huge competitor to facilitate business if you can not have their own fans a unique proposition, I am afraid only a matter of time before being submerged. Consumers will always be grass is always greener, and already got up at the local characteristics of the convenience of fans, if you can not break through their limitations and can not create something new to play their own flag, will not have access to consumers. On the contrary, who attach importance to study the new changes in current urban consumers, who may find the heart to open the door to consumers that the golden key.
Last year, fans from the convenience of the industry on the investigation report that, in the convenience of fans market, Sichuan White House Foods Co., Ltd. has reached 43% of the market share than the second-place Friends of Potato Industry Co., Ltd. Sichuan light was about twice as market share and become the industry's leading enterprises. One is the establishment of only five years of business, one that fans have been more than 10 years of production experience in the enterprise; a fortune to run ads based businesses, starting a business based on R & D products. They are everywhere against each other, the collision between the two always work either. In this highly competitive, law of the jungle society, and they who can laugh to do arena, who have the last laugh then?
And channel pattern matches the product structure
Enterprises choose what kind of strategy, deciding what kind of products, hair force, to form the company move forward and attack, retreat and defend the product structure. The product structure and product marketing channels needed to match the structure in order to achieve maximum effect.
Any business should be to achieve the diversification of sales channels, or else there will be subject to the phenomenon of the channel. In the secondary market, commercial super-system occupy more obvious advantages, and in three or four are on the market dominance of the wholesale system. But after years of development, all kinds of super-rapid expansion of the terminal and the inter-face of intense competition, have upward squeezing suppliers, various types of costs continued to rise, with companies increasingly HyperTerminal in a passive game. Enterprises, such as just rely on super-terminal, will become more passive and need to actively develop and grafting traditional channels, relying on traditional channels to multi-channel power balance and constraints.
Judging from the current point of view, the white-house product development, focused on 12 urban markets in the high-end market. Then the fans as consumers of the products to facilitate the gradual awareness of 34 markets in the future will become a huge potential for growth. For the White House is concerned, whether or not to enter these markets, enterprises are also an option, and if such adjustments, you need to make the appropriate product development and channel extension.
Because the White House fans chose the ultra-modern business system sales, its sales promotion necessarily a consumer-based promotions. This promotion approach, while able to stimulate the market to buy, but they require a lot of resources for businesses to invest and increase the enterprise's expenses. And the White House during store consumer promotion, the non-television advertising cooperation and support, not the minds of consumers to enhance product image, easily forgotten by consumers.
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