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Cestbon: take orders" the Marathon rule" to eat deeply district marketprovenance:Cestbon News  Date
Added:2005-06-23 Pass by 13 years struggle, the Guo often is strong to become the Cestbon food beverage( Shenzhen) limited company( bottom the brief name" Cestbon") vice president of.At the same time, make him delighted is, market a day of Cestbon at Guangzhou sell the quantity and can attain 2,000,000 now. The China South market cultivates silently 15 years Originally a medium small business enterprise that does the carbonic acid beverage of the precursor of the Cestbon food beverage( Shenzhen) limited company, but always sell the circumstance not really perfect.Tried the change management direction in 1989, hence released the first purified water beverage in China.Because at that time big shareholder Shenzhen of the company ten thousand section president WANG2 DAN4 already thehair is the mind of the real estate, still do not think to be at that time the not that mature beverage industry throw in too many, hence at 1996 sell to big and parts of shares of company smooth group of." Three after years, the smooth group of new landlord »ͺ sees the fine foreground of the Chinese drinking water market, expanding to the significant capital increase of Cestbon, become the whole to control a shareholder, and the Cestbon also becomes the business enterprise of the whole foreign capital." The Guo is strong to call, for this piece of business of the better management Cestbon drinking water, theis smooth to still led to go into the international well-known SAB rice conduct and actions to cooperate the colleague, the SAB ricedivision of labour be responsible for the technique support of the product quantity, but a cent of »ͺ take care of the management of the business enterprise. Do from a grass-roots market salesman, the strong now title of Guo is a Cestbon vice president.The general manager of the Cestbon was the representative who the big shareholder was smooth to station at that time to allow the group job in addition, so the Guo was strong to take in fact of is to carry" one handle knob" of camp, operated the Cestbon in a specific way from produce the each important link of the sale.May be a market to sell a glimmer of branding in the occupation career too deep, the Guo is strong is more to the management of the business enterprises to talk with the numeral.Strong and each section conference of Guo , the nobody dares to be the sale with" how weather is how" not to borrow goodly." At the Cestbon that China developped the all new market of purified water, in the one realm with concentration with the result that the ambition ground cultivated 15 years, but up to now don't the real meaning ground exceed a leads Guangdong of front door.Be the old Cestbon of" the work " of 13 years, the Guo strong speech business enterprise the employee also once complains:Cestbon because of too conservative, several year agos blundered away big inning that whole country extend.Really, the talent person of younger generation Wahaha , farmer's mountain spring, Robustses of the drinking water profession all depend the whole country to extend to ascend the ex- row of profession. The market" Marathon rule" " In six year agos, the Cestbon also once tries the front door of come out Guangdong, we go to all establish the factory with the sea south, but discover although the sale of these districts cans make the certain quantity, the that time requites to the profits of the company really too little." The Guo is strong to call, Guangdong is not only is the biggest consumption market in Chinese drinking water, but also the sale price of the product is still higher than national average level 15%." Currently the Cestbon occupies the above quota of drinking water market 20% of Guangdong, is all the first on a bottled water still a barrel water regardless.But we still leave the absolute of the market to break the position very far, explain that we can also eat this market more deeply 1:00." Face the Wahaha , farmer the mountain spring etc." lead river's dragon" of market challenge, the Cestbon inner part also had the fickleness mental state, but the Guo is strong with the company the " Marathon" rule within war make to reply:" The game process and markets of the Marathon compete the process very alike, the Cestbon all the way runs, will have the different rival in the different stage in the process of develop, so we can't pay attention to excessively to appear everyday in your in front of, and invite the challenger of the war toward you with the different form.Otherwise this will affect you directly in compete whole distance of a, end cause affect own headway speed." The Guo is strong to recall to establish the same period with Cestbon in, have ever appeared very too many rivals," had to still thought several times the Cestbon and will be fix", but the end Cestbon rejoiced to have no to become" martyrs of the past" from" pioneer", still can exist up to now day." Cestbon, is the brand that more than ten years create, can with lead river's dragon to beat a field' protracted warfare'." The Cestbon drinking water sold the quantity to amount to 480,000 tons in 2004, the sale sum over 400,000,000 dollars, steady reside the water market of Guangdong first.And the Cestbon also becomes in addition to the Wahaha , farmer's mountain spring, Robust...etc. national sex water brand, unique district brand that can ascend the ex- row.The Guo is strong to call, the sale of a Cestbon of first quarter will compare to rise 30% together this year, but the profits growth is also to outrun 30%," this sale growth that means the Cestbon is not with the sacrifice profits, fight the price war to carry out of." Shallow the mild taste that taste to" walk out" is after, the development strategy of the Guo strong and firm Cestbon" the district maximize". The Guo is strong to think that the Cestbon head in work to did not talk to give up in the purified water realm, developping the space so and greatly according to the market:" Currently the national purified water still has near 40% quota of the beverage market, the carbonic acid beverage, tea, the function beverage sell regardless much good, all doing however water." But the Chinese market of water increases the speed annually currently over 15%, the Cestbon then increases with 30% speed of every year. " In the water beverage market, also have the two greatest groups, Cestbon and Robust the one who are a purified water to get the soldier, but the farmer's mountain spring, the Wahaha is then another one water group leader." The Guo is strong to call, because the mineral spring is limit by region, usually involving the long distance conveyance, the cost that arrives the foreign land would be higher than purified water, so the purified water is the predominant of the realm of water currently, sharing 80% market quota.This also is Cestbon many years guard one corner of purified water only of the market decision factor.But don't expel other water viewpoints of the Cestbon development. Business cooperation:The data is a foundation The price of the recent years coal, electricity, oil, luck soars continuously, the Guo strong ΜΉ speech business enterprise feel the pressure of come from the outlet more and more big, the benefits allotment chain that produces the company and dealer also change the occurrence graveness." Although the large and super company has the Cestbon sale quantity only now of about 20%~30%, their words matter power at promote continuously.They always have not a few reduce price the merchandise to draw on the consumer eyeball, but these majorities are all according to produce the company to let benefit to carry out of." The negotiation of the former production company and traditional dealer is more is from discount and carry on a percentage point of a percentage point one more's" pull" into these items of miscellaneous fee of a fee, festivals, face and may involve to pay to have a meal in great quantities here, even some very the rules operation ‘‘ " but the Cestbon three year agos be aware of, we should build up with the cooperation of the dealer to support in the data up." HE2 WEI4's data?Is a product in fact a series of occurrence in the process of market sell of more numerical." For example, fertile what to concern most is to sell the sum, sale quantity, gross profit and stocks, the unit container area produces the ratio at the same time also is usually the index sign that they measure that product importance." The Guo is strong to call, the calculation of this" produce the ratio" can be very thin to turn:For example have four layer beverage shelfs of 10 meters in the market, the each rice can place 20 brands about, if each brand has 2 product categories, there will be 400 beverage categories so." Some experienced retail price board of trades statistics, if the Cestbon is in 400 beverage categories, the category quantity have among them of 1/10, so whether its sale sum and gross profits can have or not 1/10 or above." The Guo is strong to think company's house fussy about every detail and also can comprehend." Because the dealer is in decided business area, its choice is limited, so they want choose the select and can let in the market select most they get the repay of product. For increasing the oneself while cooperating with dealer of words ability, the Guo is strong to think the production the company wants to understand own sale data very much, and negotiate with this conduct and actions can the standard and the foundation that quantity turn.The Cestbon is the smooth group of to control the business enterprise of, having smooth a large dealer group brothers- nearby ten thousand good, the is smooth ten thousand good have more than 300 branches in the whole country currently, provide top to huge convenience in the data.Pass the smooth ten thousand good covariances, the Cestbon was basic to control the Cestbon in this kind of industry of" produce the ratio", this code of that becomes the Cestbon ego fixed position and talks the cooperation with company's house. In addition to this, it is thin to turn a consumer to sell the small ticket, also becoming important source of the Guo strong collection customer's information." Do not despise this ZHANG XIAO3's note.Its inside can show general habit of consumer of purchase the Cestbon water what day of the week of when the segment come to shopping, and then see the consumer at the time of buying the Cestbon water, together the food of the buying again is what;From in can still see the consumer while purchase some rival product, the possibility also bought the Cestbon water." The Guo is strong to think comprehensive these informations, can statistics a valid marketing project that can go of," for example do the promotion, we will choose the high peak period, the high peak time that consumer purchase, but if discover it is the Cestbon water that consumer even likes go together with the bread, will not attach to send the chewing gum( chewing gum) when we promote sales.If the Cestbon water of that district usually the whole case the whole case sale, we will consider how to worked well the group purchase to serve." Tally up the experience of more than ten years, the Guo is strong to think that one of the biggest advantages of Cestbon is" has been valuing the establishment of the outlet very much, buy the field greatly in spite of, make a convenience of the store again or small store in street, Cestbon with be within the reach of".The Guo is strong to think to do the fast consumer goods, the brand and outlets lack a can't. |
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