Mengniu occasion to look at from a strategic marketing
Mengniu Indeed a legendary story of the business. Create the first three years, Mengniu than a similar enterprise per day; create over six years, 200 times its sales growth, investment rate of return is greater than 5000%; under the age of eight, to become the world leader counterparts. In just a few years time, scratch, from small local private companies to influence the unknown Dairy products Industry leading companies, Mengniu were really amazing. Why can
thousands of Mengniu Dairy Enterprise brutal the competition? Mengniu's an occasion to marketing is how a staged, Mengniu's success to us?
Through research, I found that Mengniu occasion to marketing can be classified into three stages, namely, an occasion to stage, poised stage and rally stage. An occasion to stage
Mengniu companies Business The beginning of competition in the face of various difficulties and, if their own efforts can not cope. But Mengniu fairly well to external "potential" into their own power, the role of smart borrowing potential, so that enterprises can get anywhere.
1, the virtual joint Mengniu start
1999, the inception of Mengniu is "no factories, no milk, no market" for three things. To Dairy Niu Gensheng market depth understanding that there were many dairy enterprises depression, but these companies do not lack plant and equipment that they lack is the experience of advanced market development and standardize the management philosophy, which is the cattle root and others advantages. Thus, Mengniu proposed the "first building market, after the construction of the factory," an occasion to marketing strategy, the limited funds for market promotion, and then the country's factories into their own processing plant. Then use themselves Ice cream And dairy industry experience, as well as market, industry knowledge, for these enterprises to introduce the best equipment, the best milk, while also brought a new management model. Result, these enterprises have become the "Mengniu" Milk Birthplace, the first year of 20 million yuan, sales of milk is completely done by these companies. Mengniu is not only not to invest in this enterprise, Mengniu's eight managers also earn from these enterprises, the annual salary of 470,000 yuan. This Cooperation Mode, Niu Gensheng gave a name to it, called the Virtual Union. His modus operandi is to co-operate only with its equipment and personnel in the use and disposal, but do not do the transfer of assets. All the devices are the property of enterprises of all companies, Mengniu is the use of these resources, their management, their own brand, the two sides mutual benefit. In just a few months, Mengniu activate the July 8 billion of assets, completed a few years to complete the general business expansion.
Mengniu also a "virtual joint" to infiltrate all aspects of capital operation. Company building plant, through the "virtual joint", with the social capital of a company matching milk milk stations and transport vehicles. Many companies build a milk station to spend 400,000 yuan, while Mengniu did not spend even 40 thousand yuan. Logo banner Mengniu milk transport vehicle more than 500 vehicles, no one is buying his own pocket Mengniu, all from the private capital formation. Mengniu only "non-car hit" (simply with a milk cow is no matter what), maintenance, warranty and insurance are the owners of things, save a lot of management costs.
2, and willing to become her second child paralysis opponents
The same city, face the same market, the same resources, the same environment, even the same external competitors, in fact, Mengniu and Yili have become each other's biggest competitors. However, beginning Mengniu and Yili careful to avoid direct competition. Playing in the ice cream packaging, "the national industry more competitive and learn to Ely" slogan. Niu Gensheng proposed: the market economy to create the Yili and Mengniu. What it means to do dairy king, light a Erie impossible. Niu Gensheng Another one: "see little strategic rival and a great strategy depending on the market." Mengniu brand reputation to expand, Mengniu and Yili build advocacy "Chinese milk are" image concept. Mengniu, in a common market in the cell body, harmed, or prosperity. These are all Mengniu's an occasion to demonstrate the wisdom of marketing.
The future will be city rivals Erie acquisition, or acquisition of Erie? Niu Gensheng said that while Mengniu is faster than the body, but Erie Mengniu large, both sides will continue to be intense competition in the future conduct.
I am an expert from China Products, usually analyzes all kind of industries situation, such as glass fiber yarn , mesh scrim.
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