See how the practice into price Hualong war master

Hualong, price zhanli walking out of the "hero"

In the convenience food industry in recent years, the most eye-catching, but also quite notable instant enterprise, perhaps in the case of Hebei Hua long. In 2004, with the HL and the world's first instant noodle factory Japan Nissin's full cooperation to the birth of the world's largest production base of instant noodles. Indeed, in recent years, Hualong can usurp the convenience food industry limelight, from big to attract foreign investment and talent, as well as the volume of production and the scale of sharply, completely changed China convenience food industry market pattern and eventually formed a unified Master Kang, HL, three giants "Tripod" competition.

In the fierce market competition, Hualong will undoubtedly be a success. But throughout Hua long years market development trajectories, we would not be difficult to find, in fact, through the development of always, HL is Hualong enterprise marketing mix strategy of effective use, in particular the price war policy of flexible control, make the brilliant today, HL HL enterprises, is the convenience food industries implementation of a price war policy of the biggest winners from price zhanli walking out of the real "Heroes".

In 1994, Hualong in the beginning of business, product positioning in the 8 million peasants and 3 billion working-class customers, farmers and wage-earners consumption level is not high, the purchasing power is limited, what at the time, it relies on local HL-quality wheat and inexpensive labour resources advantages, to the retail price of a packet of instant noodles in $ 0.6 than General brand low 0.8 Yuan, in the markets started the most primitive subconscious price war, the price war as a result, Hualong "from commodities to currency this breathtaking jump," is this a "jump" Hualong completed the most primitive capital accumulation, and began to shine in the industry ".

In 2000, tasted the sweet price war, as of Hualong smooth implementation of the national strategy of massive attack, brunt launched a competitive product with a 108, Hualong Jimmy, low-grade products, including a a Jimmy 90 g double block products Terminal retail price $ 0.5, retailer or even sell to 0.4 Yuan/packages, this series of product, let us make use of a "price war", "Dongfeng faces", one taken including Hebei, Henan, Shanxi, Shaanxi, Shandong, vast region in the North, Hualong embarked on the road of the scale operation.

In 2002, "MP" oligomerization of Henan and Northeast market, strategic breakthrough for smooth implementation, Hualong to "amazing not kneeling (expensive)" and "South of the North to trade stocks online, driving ... We are all to be reinforced, to world, you said no fragrance fragrance ... " Of distinctive advertising creative, launched the "6-Chome," and "to make" low-end's strategic product, fully opened in Henan province, Northeast China, rural market price war as a starting point in the country over the point price war "stage". The same year, the consolidated companies as sniper Hualong invade South market, which is divided into market "share" to achieve the "users" rural market strategic attempts, when planning a named "zhuluzhongyuan" marketing project, launched the retail price of $ 0.5/package low-grade face swells to figure "was the Central world" location advantages. This initiative for unity, Hualong has launched the retail price of each package is only $ 0.4 (to the dealer's price is $ 0.24/packages) of instant noodles, the war to the last one, unified by the vowed to turn first to stop clamoring that later on in the market ultimately silenced Hualong this field price war substantive victory.

In 2002, Hualong after price war "reign", has finally made a historic breakthrough in production and sales, in the course of the year, Hualong to annual sales 55 billion package of production and sales for the first time, more than a unified enterprise, which sit on the instant noodle industry Suoo II.

After 2002, to achieve strategic expansion, but also to better big price, Hualong begun "Happy Valley circle," not only in strategic locations, xuchang, Henan province, Northeast China Changchun Yanzhou, Shandong province, region established a production base to better participate in cost and price competition, but also according to brand strategy needs upgrading and introduced the Hualong history of epoch-making significance today mailang playing surface, and on this new selling points (USP) and massive attack on the city's breakthrough, high-end market, and the first brand of consolidated Master Kang, launched the "close combat" and "bitter contest" for "rural surrounding the city," strategic transformation, not only makes the brand is relatively large, but also further reinforce and defend its instant noodle industry not shake market position, put on a brilliant offensive, defensive war domestic brands, is the food industry hailed as "the most unique China marketing model in actual combat."

Hualong why "red"?

Hualong price war weapon, why can the market hit such great miracle, their market sales do successful experience?

I tried turning the growth of Hualong information and details of its recent history and trajectory, and finally concluded that Hualong was hacked, battleground, with consistent and continuous stirred up a price war. Hualong provoke a price war has the following characteristics:

First, the price war initiated in line with the strategic needs of enterprises.

Art of war: conspiracy to rash. Hualong of each price war has been carefully planned, prepared and ultimately launch, the launch price war often targeted relatively strong, distinct characteristics of stages, and secondary to relevant resources and supporting measures phase support, therefore, the price war often are able to surprise, to achieve the stated objectives. For example, venture into a price war in order to complete the primitive accumulation, 2000 years ago, the price war in order to achieve the network layout, and 2002 year price war is complete scale expansion needs, after 2002, to launch price war, are looking into national strategies, brand promotion

Planning. Hualong has launched a series of price war that has targeted, strategic comparison is stronger, so we made more significant market effects, Hualong will never be a pure price and the price.

Second, soldiers, your amazingly quick quickly winning war strategy.

Hualong price war, most of them are quickly winning model is obvious "speed is better on", the price war often surprise, surprise attack it. Launched in Henan-Chome "six" and "street fighter", for example, in 2002, at all levels of Henan TV stations, the baomei, provincial road, road sides, overnight, spread over 6-Chome "HL" of advertising, its momentum of strong, speed quick and allow the industry to stare, speechless, and its price in market penetration, damage have been fully reflected, look to the streets all over are unique "6-Chome" instant noodles, the market, many fengjuancanyun peer WinCE, even out of the market.

3. sell not only accurate, but also hard.

Hualong price war in the market of an outstanding performance is only involved in a price war, prices to a minimum, since price war fought, focusing on one point, blow the competition's "three-inch" and "soft ribs" to sell both "hard" and "access". For example, in response to the many small factory in Henan province, the price is low, Hualong has introduced an "a" and "six wheat-Chome" strategic products, weight 90 g of product, its price to the retailer's only 0.24 Yuan/package, the retail price of only $ 0.4, its release price straight line Detrusor peer costs low, so that a price war, many manufacturers will take care of that in spite of the tail, head of many small works in this field in a price war, unsustainable, and finally falling market has been shrinking or closed end. Therefore, the price war that has not only led the instant noodle HL, and also led a large number of second-line brand, and purify the industry environment cohabitation, instant noodle industry no longer and embarked on a rapid consolidation, the fast track of healthy development.

IV. consolidated resources, reduce costs, enable "to battle the purpose of raising war".

Hualong enterprises to more favorable to large price, according to the strategic market development needs, the formation of the current set of planting, breeding and processing transport as one of the industrial chain, promoting the production and sales, personnel, logistics and raw materials supply localization strategies to effectively consolidate resources, reduce costs and loss to better participate in the contend for the price. For example, in 2002, Hualong "Henan for investigation of local bosses", for the regional situation of instant noodle brand for many cleaning, in establishing the flour processing factory in Henan xuchang and instant noodles production base, localized resources, enabling cost-reducing minimum, finally, that most of the second line of Henan instant brand only had retreated, firm "eye" of their strategic locations, allowing Hualong "into the Central Plains" strategy.

Fifth, to price war as the forerunner, the embodiment of the marketing mix strategies of unique charm.

Hualong provoke a price war, often is not the role of price policy alone, but the product, pricing, channel, promotion, advertising, branding, marketing mix strategies "multi-pronged" multiple performance through this powerful marketing "Heli" to get the all-conquering magic power. For example, to better harness the power of "price war" with the introduction of a long Jimmy, 6-Chome unprofitable strategy products, also adopted in the award and the scratch card and terminal block, while at the same time be quite distinctive vigorous advertising strategies, such as in the role of marketing in Henan province "not kneeling (expensive), Shandong" Allegro ", the adaptation of the" Northeast Xuecun men are living from Lei Feng ", flexible" this mailang "through promotion, advertising, channel marketing strategy for stimulating etc, most of the marketing strategy of diversification enterprises HL profound accumulation.

Of course, Hualong successful market elements are numerous, but looking forward and entrepreneurship in the us for several years, which take each step, its superb prices closely related to the strategy and tactics, precisely because Hualong effective application of the price war, before the "ravine in fly out of the Phoenix", thus allowing Hualong completed "Phoenix Nirvana" tremendous, Hualong Jingshi from changeing leap, and the creation of a real history of instant noodles.

How to treat the price war

Price war, is a sharp "double-edged can hurt others, you can hurt yourself; not only can direct the" sting "opponent" vital "to" a sword see blood ", but also often" one jianfenghou ", which will force the opponent into a corner, even direct competitors strangled. This is the "sharenbujianxue" price war.

For a price war, many people often mistake exists, a reference to a price war among the consciousness that is specific to fight price, how to fight price, as well as through the price war to achieve what purpose, many people also know it so, but I do not know the reason why. Therefore, in order to better use the price war to serve the market and enterprise, we must eliminate the price war piecemeal understanding and awareness, so as to establish a rational, scientific review price war evaluation system.

Price war as one of the most original of marketing strategy, because of its destruction, duanpingkuai and many other advantages, the majority of manufacturers are widespread and adoption, China consumer goods industry, especially convenient for food industry, where currently the more well-known enterprises: from a line into a unified brand Master Kang, second-line brand Hualong to three Prince Edward, etc., almost no one not by price war "follow up" or "things" out of their price war "sword", "riotings" and moved towards the peak of the industry and undertakings.

Price war is a market for "tool" as "Tools", it is not good, the bad, the different manufacturers, different use for different purposes, the results and effects are very different and even quite different. But what is a good price war, what is not good price war? author believes that contribute to environmental purification,

Benefits to industry development, competitive and strategic implementation to achieve win-win price war is good for the price war, on the contrary, those price dumping and opportunist, disrupting the market order, no strategic price war is not a good price war. Hualong price war would belong to the former.

How to win a price war

Price war as to kill the opponent can be immediate, convenient food businesses how to win a price war, thus achieving seize market opportunities, quickly winning rival's strategic goal?

1. initiation of the market price war. Price war as one of the most direct attack equipment, related to an organization's overall strategic planning, product pricing, sales, channel adjustments, and enterprise sales and management, etc., therefore, to win a price war, we must emphasize weather, geography, people, and that "the afire of hand", clear price war of position and qualitative, thus more flexible and accurate application of a price war.

According to the price war on the strategic positioning of the market, the price war zone is divided into the following three types and their characteristics, role and action points as follows:

Types of features operation points

Attacking quickly dominate the market, more likely to seize competitor market share. Aggressive, accurate and stable, the sphere of large, are generally more active. Mainly used in the strategic area of the market, rate and scale to the full combined with local market realities

Sniper-market segmentation, targeting, effectively against competitors, carved rival market share. Targeted relatively strong, the sphere is narrow, but more focus potent. Attacks target to clear, sell faster, embark on, don't give competitors breathing.

Defensive at the expense of strategic products, maintenance and consolidation of existing markets, and expand sales and market share. More is defense and attack, retreating, in defense of the beholder "exposed". Establishment of strategic market defense system, strategic product "cover" the market for existing products "breakthrough".

2, how to win a price war.

Price war as a marketing strategy, its strategic objectives relative to a single, and that is through price "close combat", to achieve the strategic deployment of real achievement. Pursuant to the above price war of three different types, let's discuss how to win a price war.

Aggressive price competition. Aggressive price war from the perspective of the enterprise are often considered for the company's strategy, for example, in order to meet the needs of the entire industry competition, or enterprise itself to achieve rapid growth, enabling enterprises to achieve economies of scale, thereby better participate in market competition, the most you can take this kind of tactics. Aggressive price competition is taking in a market attack, this kind of price war most of all strategic product as a "pioneer", timely follow up on strategic product and even some manufacturers in the realization of the size of the market introduction of coverage, or bundled sales limited shipping, to achieve the enterprise's strategic development goals. For example, to launch a business in the us a Jimmy, 6-Chome, good benefits, a price war strategic product, this offensive striker, then follow up-off family, Hua Fu, Jinhua, Dragon, Jin Mailang, enabling strategic product price wars ultimate goal-the rationalization of product structure, the maximization of profit.

Sniper-price war. Sniper-price war is taken from offensive and defensive between market behavior, it is for the better market segmentation and market a "blitz" campaign. To play sniper-price war, to note the following: first, to select the right "target", the target has the action, the "target" often entered the market of a new brand or local major competitive brand. Second, the price is to be a hit, not dragonflies scratching that halfway. III. starting market products through the sniper, occupying the other market segments, grab market share. For example, the aforementioned 2002, Hualong use of a wheat, 6-Chome, price war products to the retail price of $ 0.4/package of competitive advantage, sniper price maintenance 0.5 Yuan/Pack of BREW, and valid Terminal block, the finally achieved a price war in victory.

Defensive price war. Defensive price war in general are compelling and taken a defensive behavior, when the market territory there is a "formidable" intrusion, enterprise market for preservation, tend to take this kind of defensive price war. Adopt defensive price war to note the following: first, the participation in the price of the product must be focused, to those of the main specifications to select the appropriate product in a price war, not full participation. Second, the "war" of the product as far as possible the introduction of new products, because the price war over, this "cannon fodder" products are often no longer have a reserved value. 3. Defense and offense to make the perfect combination for the defense of the constituents in the embodiment of the attack, the opportunity to expand market share. In order to "a rocket sculpture". In 2002, in Hebei, Shanxi, etc., longhua strategic regional market, the white elephant with a tight, its production of "good day" than "a a Jimmy" cheap dollar, coincides with this point, the Prince has introduced a 120 g of BREW, the retail price of only $ 0.4, this critical situation poses tremendous HL, in response to this situation, Hualong isolationism of 6-Chome limits, rapid response, all 6-Chome products open supply to Hebei, Shanxi, 6-Chome of substantial, let the market with a price war ended, 6-Chome cheap, highly competitive advantage, and soon had to adhere to, longhua, Hebei, Shanxi, two major markets, so as to achieve a Hualong also observe also attack strategies.

Therefore, convenient foods in order to win a price war, not only to learn initiative, but also to learn how to deal with competitors away prices "knives" and thus play a game of epic's counterattack, annihilation. For competitors to provoke a price war, as an enterprise to soldier, shuilaitu flooded, not only to calm, meticulous, but also good at knowing others, find an opponent's "soft ribs

"And condemn, from strategy and tactics on winning the competition.

In the actual market operation, most manufacturers sometimes encountered their own internal or enterprise reseller own "war", for example, diversely branch set price war, the circulation channel of distributors to provoke a price war, as well as retailers own launch price war, etc., for they both let manufacturers headache but not internal strife, pipe manufacturers must take practical measures to deal with these somewhat inattentive, and may result in future price disputes. For a branch of a price war, as manufacturers to hard up wrist and serious discipline, to kill the King monkey, decisively, to related parties be liable to reverse the adverse situation for channel resellers start price war, manufacturers have to iron fist strike to the relevant provisions of the regional protection, cancel its rebate, promotions, and other related policy support, until the abolition of the electrical distribution eligible for retailers to launch price war, because their time is short, travel, therefore, as manufacturers to reasonable guide, Xiao to interest to favour the company's direction.

In the convenience food industry, manufacturers of reseller channel management often too extensive, coupled with the channel policy is often more to rebate, or creation of Campo-level policy, leading distributors in order to obtain the manufacturer's "preference" and large incentives are often desperate, provoke a price war, leading to market confusion. In a price war, due to the price war involves the immediate interests of distributors, resellers tend to be positive and proactive because market after a price war "" open, direct beneficiaries in unequally to several dealers, therefore, for the management of the Distributor, manufacturer to a two-pronged approach, not only combined with local market situation, reasonable price, is strictly prohibited dealers set "opportunist" vicious price war, but through the use of fuzzy rebate, fuzzy promotional manner, from the source and address the issue of price wars.

Hualong price war, to our local enterprises how price war, the most sensitive topic to do market set the flag, not only for convenience food industry blew a fresh wind, but also brought many thinking. As a convenience food enterprise, in the future market competition stand out, you must use the correct dialectical perspective, science, comprehensive view of a price war, with a price war, through price war, the most direct and most effective marketing tool, will be forced to competitors, thereby achieving the development goals of the strategy of enterprises, the convenience food industry to win market outcomes.