Sell a 400 million cropland one year 7 toothpaste, arrive thoroughly should " sell oneself or a member of one's family " !
Recently, the court is announced, tian Qiya creams the parent company creams vendue Tian Qiya reach trade mark, base price 163 million.
To cropland for the brand of 7 so celebrated China, this price simply low arrive adv unimaginably! Very fast, the sale price of 163 million attracted 2700 people to surround view, setting of 60 much people reminds!
Conspicuous is, cropland 7 parent companies patted a person to raise two requirements to contest: It is name or before the requirement produces industry whole nation for toothpaste 20 as lead as the industry companies have cooperative concern; 2 it is to ask the auction clinchs a deal inside a month, want to resume the production that Tian Qiya creams, cannot produce toothpaste outerly.
What do this show? Specification once cropland of toothpaste group old man 7 do not exit toothpaste market readily! Link this sale, also be for can the product line of toothpaste of defend to the last!
Since that is such, why should sell off oneself core capital and brand again? Reason clearly, aojilishi is to do not have money, went up 20 break his promise for many times executive person, do not have money to remand on schedule the bank borrows money, product sales volume steeps fall, competition ability is devoid, do not have Qian Wei to maintain production even, not sacrifice asset, also do not have a road to be able to go!
The golden age of famous brand of toothpaste of generation of turn one's head, cropland 7 accomplished homebred Chinese traditional medicine toothpaste the first brand! Year battalion closes to exceed 1 billion yuan 10 years continuously, year sale toothpaste is more than to be as high as 400 million more! Produce and sale ranks homebred toothpaste brand the first! Who can expect, a few years short, fall to be in debt actually the condition of sell oneself or a member of one's family!
Chase after from 10 thousand people hold in both hands explode the paragraph arrives strike dead end, everybody sobs, why does Tian Qiyuan rise abruptly suddenly? Why cannot recover after a setback, decline altar? The truth is about to announce!
One
Tian Qiyuan is originally year of Guangxi place brand that sale has 60 million yuan of RMB only, but in the time that is not in, make year of sale very quickly 600 million yuan Chinese traditional medicine toothpaste the first brand!
And all these should be attributed to an ace of behind the curtain -- sale gift Yu Xiaosheng!
What connections to give birth to at dawn? Had issued educated youth, should pass vet, had appreciated literature, had become assistant factory director, experience quite resource of TV station of his of abundant back, the dawn that established famous promotes limited company of advertisement medium group, from this, yu Xiaosheng exhibits skill greatly in ad group, can calls the emancipator of the enterprise and mammon father!
Because, always pass the brand after his advertisement sale, can bring the dying back to life, sales volume can achieve the growth like the miracle!
Expend by 60 million advertisement only, had brought year of sales volume of 100 million for darling gold water! Fluid of 3 essence profess to convinced is more countrywide famous brand is made between one night!
Industry of drug of Yan Di, sunflower, gram coughs, industry of sharp peak drug, Dalian is beautiful collect... the medical look forward to of countrywide each district seeks Xiao Sheng ad, for a short while, full earthen bowl of basin of Yu Xiaosheng earn is full. Some companies are willing to use the way that changes equity to let Yu Xiaosheng make ad even! This has sales volume among them flatly Aojili!
Yu Xiaosheng takes over cropland the first pace of 7, it is reform sale system. He is dug came the senior expert inside the industry, the decision recombines an industry top class sale team. This includes to establish Liu Dechun of chief inspector of assistant of sale of white group president, market formerly among them, chen Kai of manager of a of Suofute large divisions.
This picked troops is strong the sale team that will form, for cropland design of the product development of 7, brand, sale popularizes begin laid solid foundation. The person that lets major does professional thing, ability get twice the result with half the effort!
The homebred toothpaste market at that time, be shown high by foreign capital brand already clean person divides up clean and beautiful end, chinese traditional medicine toothpaste brand cannot recover after a setback. Consumer worships foreign things generally, literate self-abased psychology. To this, 7 elite group hits cropland to need the good shop sign of dissimilation, the herbaceous, Chinese traditional medicine that outstanding Tian Qiya creams is characteristic, 7 toothpaste have allusive field antiphlogistic, reduce internal heat removes bacterium effect. Essence of life agreed with the psychological demand of Chinese consumer definitely.
On the design that pack, cropland 7 also change his appearance, use green to move a gender in order to agree with a brand as mass-tone attune, at the same time will before brand Logo of white is changed for red. Red green collocation all the time since the big fear that is design group, but produced wonderful chemical reaction however on Tian Qishen, because marked match colors shows itself,the Tian Qiya on terminal goods shelves creams.
On brand transition, cropland 7 roll out classical advertisement word: "Take a picture to cry aloud: Cropland, 7 -- " , cropland 7 such one therein senile brand is rapid and young change, vogue is changed.
Advertisement puts in on, 2003, be born in the whole nation at dawn each are big the TV station launchs sale offensive, tian Qian is accused broadcast circularly in each district TV station. Smooth sale charge was spent 200 million, the effect of final results exceeded everybody's anticipation!
Overnight, tian Qiya creams widely known, order becomes exponential form cruel add! Many explode paragraph? All products deliver goods not quite, all storehouse are used not quite, agency orders goods should queue up, 9 product line add Wu city plant all platoon returns new product line to be used not quite completely, all cadres in the factory and worker go busy move delivers goods!
2003, "Cropland 7 " before toothpaste sells a rank to enter China 4 strong, arrived 2004, "Cropland 7 " produce and sale already jumped produce and sale of house China homebred toothpaste the first! Arrived 2006, "Cropland 7 " the Chinese traditional medicine that makes the can be counted on one's fingers on the world the mark of toothpaste brand, chinese traditional medicine toothpaste empire cropland 7 those who return Ceng Hao gas to call a trend world toweringly is enunciative!
What is the essence of Chinese market? 1.3 billion population is being had same kind of language environment, same a transmission environment, same culture is traditional, this is tall advertisement investment, large light exposure offerred a condition, also proved sale drives an enterprise to erupt growth pattern is feasible, this, be Yu Xiaosheng and Tian Qineng's quite successful main reason!
Must admit cropland of 7 have one's moment, honest too fast too easy!
This one period, concept of thinking of the ability of research and development of homebred toothpaste brand, sale, brand is very backward, the consumptive ability of compatriots still also stays in low-level, the times is developing, the market is changing, that cropland 7, be after all when fall after the person?
Two
7 ceaseless and perfect products set the field that sales volume erupts, development goes from cropland Chinese traditional medicine of 7 specially good effect toothpaste, to Tian Qiben careless series, arrive again series of Tian Qiwa child, cropland Chinese traditional medicine of 7 specially good effect toothpaste, altogether 19 breed, in all the product of 29 SKU, the high school low yield that carries much breed, much norms tastes combination, those who realized the person that offset is expended is comprehensive enclothe.
As expected, the whole class dilate of toothpaste brand received the good echo of the market, profit rises sharply.
The Tian Qiji add of benefit of savor category dilate around this brand, roll out cropland 7 wash one's hands agent, cropland 7 wash one's hands fluid, cropland the day of the diversity such as 7 washing powder changes 7 shampoo, field product.
This, fail to make again however piece picture " cropland 7 " toothpaste explodes euqally paragraph.
Not only such, outspread strategy still procrastinates thoroughly broke down cropland the core product of 7. On one hand deficit of project in successive years, because financing is tight, cropland 7 be forced stop production two years! The instant lost all market share!
The cropland that exits the market two years full 7, again also not answer in those days position of all corners of the country! Show clean, beautiful high clean person holds share of the biggest market firmly, baiyao of black, Yunnan opened high-end toothpaste market, 34 lines market is squeezed to occupy by doctor of China, tooth again, cropland 7 before connecting homebred toothpaste even 10 do not discharge went up!
On the other hand, at outspread cropland 7 can reduce the research and development of pair of core product toothpaste to devoted, capital is thrown and run energy, with give attention to two or morethings other category.
However, domestic toothpaste consumes the market to be changed sadly already, low end toothpaste brand already sufferred large trade to exceed no longer welcome with consumer, the youth prefers in functional sex toothpaste of high end and brand of foreign capital toothpaste, connect homebred Chinese traditional medicine toothpaste the position of the first brand, be between the beetle and the block also.
More and more homebred brands with " functional sex " poor dissimilation course and in high-end fixed position opened the market, yunnan Baiyao is with " haemorrhage of gall of oral cavity ulcer, gum " proceed with of oral cavity problem, market of fractionize of quick race to control, opened market, become industry head very quickly. Countless medicine look forward to also is garrisoned early or late toothpaste market, want to divide a cup of a thick soup.
Besides industry of drug of the Yunnan Baiyao that enters already, Guangzhou, piece outside young Huang, appear in the market, the Hua Suyu of pharmacy of the watermelon frost toothpaste of group of the toothpaste of 3 essence double the rhizome of Chinese goldthread that still has the group that breath out medicine, 3 gold, China element achieves benefit of toothpaste, Jiangsu the Pu De of plain drug industry hall of colleague of La Keyan peaceful toothpaste, Beijing is clear fire, make in succession be like,go out antiphlogistic, fight sensitive, heal, conserve gum, acetanilide the toothpaste that waits for a function. Although be in market of toothpaste of Chinese herbal medicine, product fractionize trend is quite remarkable also.
And does Tian Qiya cream the star product that what can you take out to let consumer shine at the moment, medium high-end toothpaste? Without, its brilliant forever go no further is in that product is low the qualitative, times that consumes low! Once card of home made product rises abruptly, consumption upgrades, it became the foundling of new era!
For loot market, ao Jili group puts the view in small business domain, change often high level, but the representative is overmuch, manage mode disorder, caused brand to use image of confused, brand to glide wait for a lot of problem. The market has rate and consequence sunset west hill, also pick up feebly again! Till now, announce eventually easy advocate!
Into also Xiao He, be defeated also Xiao He! Cropland the success of 7, into be in what allow to times essence accuse, analyse to the profundity of the market, cannot call to be not sufferred from with heart fine, cropland the failure of 7, be defeated walking along the oversight of situation to the times, to the market self-righteous, abandon oneself to vice, your person clutchs wrist!
Without the excelsior, perseverance that loosens none, failure will be far should come early than imagining!
