中式快餐竞争实质

中式快餐竞争实质

[a main task: Area brand break out of an encirclement] capacity of gain of only store is low, only inn turnover backwater not before, in the big city dilate such as Guangzhou, Shenzhen speed is waited a moment a problem to be worn in the worry by limitation the ” of “ double seed at that time. From the point of the surface, it is double seed storefront it seems that profit issue, and in light of deeper administrative levels, this is a model actually from area brand the task to countrywide brand break out of an encirclement. Had been solved, double seed can be participated in from now on fight for throne; It is good to be not solved, that can be tired only inside a narrow area, awaiting or to install be instructed, or by the destiny of die out. Double seed this how break out of an encirclement? To who should be the fist of double seed hit? How a superintend and director of double seed of ability get through 2 arteries and veins, let double seed become the kongfu past master of Chinese style snack? [essence of competition of Chinese style snack] get at the root of the matter, want to clear up the essence that Chinese snack industry competes above all. Project group begins track down by following clues from a few groups of data that Chinese snack industry grew a condition 2002: Data one: The management main body of Chinese snack market still is Chinese style snack. 80% for inn of Chinese style snack, and 20% it is Western-style snack inn, although Western-style snack is welcomed increasingly, chinese style snack still is in with its the taste advantage in basically consuming administrative levels, hold market of major country snack (following plan institute show) (data origin: Center of survey of the sale in Xie Mao) is changed by right of standardization, industrialization, dimensions, the banner China such as management of carry of benefit of service concept, brand, battalion tens of year advantage, western-style snack is in China from do not have have, developed category market and exceed high speed to grow, form Mcdonald’s, Kendeji quickly the mature market position of forestall of two big tycoons; But in light of industry of snack of whole China, take mainstream place remain Chinese style quick meal. This depends on the dietary culture of tradition of China’s solid Oriental culture inside information, chiliad and taste habit, form giant and stable Chinese meal to consume a group thereby, this is the solid base that Chinese style snack will still be in mainstream position. Chinese style snack is overall market size far outclass is Western-style snack. Data 2: Association of cooking of China of orgnaization of authority of Chinese meal cause to the society earnest roll out snack of 10 big country to interlink a brand: Shanghai is new inferior big Xi Hao of company of snack of group of steel of person of Guilin of king of boiled dumpling of aunt of crane of snack of king of noodle of face of Lan La of big package, horse, Shenzhen, Li Hua, 1000 happy event, Jiangsu, Oriental dumpling, Guangxi, fierce, Guangzhou. What issue do this show? Abundant stability, control wears this specification foundation be more than Western-style snack the market of category of Chinese style snack of share of 4 times market, the brand is spent centrally actually very low, the market of diagnostic —— category that just began occurrence market share to be centered to partial section brand in recent years becomes good qualities to be moved at opening period. Data 3: The Chinese snack industry in 2002 year 20 strong in, the each district company of Mcdonald’s, Kendeji held 19 seat, shanghai is new inferior snack of packets of big a Chinese style that makes 20 Jiang Zhongshuo fruit be put only, the platoon is in the 17th. (data origin: Is snack of Chinese meal association allied) what do these mean? In mature category market, 20/80 principle can get be reflectinged adequately, resemble Mcdonald’s, Kendeji at Western-style snack. Through be opposite contrast of 3 groups of data analyses above, see not hard, at that time, abundant stability,