“Procter & Gamble in the Food Industry”: Global people and pets are eating his home candy

Dove, Snickers, M&M’S, Rainbow Sugar, Yida, Baolu, Weijia … … You must have heard of these brands, their brand value is more than 1 billion US dollars, but perhaps you do not know that they belong to Mars.

It is the world’s largest private company. Since its inception, it has not been listed; it is also the world’s largest candy manufacturer and chocolate producer; but it is mysterious and low-key, rarely interviewed by the media, not willing Publish financial statements, even for banks.

How did Mars build a candy empire in 1911?

Father and son are not and are driven out of their homes

Mars is the first to rely on Selling chocolate started.

Founder Frank · Mars began to learn chocolate with her mother, and at the age of 19 she began to sell chocolate for a living. After marriage, Frank and his wife tried candy making and selling at home in the kitchen. Later, Frank also operated a number of candy companies, but all ended in failure. The wife also divorced him and took his son, Frost, to Canada.

After remarriage, in 1911, Frank founded a company called Mar-O-Bar, the predecessor of Mars, to produce a candy made from a mixture of caramel, nuts and chocolate.

But Frank’s business did not improve much until 1923, when Frank reunited with his 13-year-old son. Frist, who is only 19 years old, proposed to his father to make a chocolate malt drink into a portable product. Frank adopted his son’s advice, and this product later became Mars’ classic product & mdash; — & ldquo;

At the time, the candy was not easy to preserve, and the galaxy bar was covered with chocolate to keep the candy bar fresh. Moreover, the candy bar was cheaper to make, but the taste was not lost. “The Galaxy Bar is very popular, and Mars is beginning to emerge in the candy industry.

Forest · Mars

1927, Mar-O-Bar Officially renamed Mars, the factory moved from Minneapolis to the relatively low-cost Chicago West. Since then, Mars has produced Snickers and chocolate bars, and became the second largest candy manufacturer in the United States at the time.

Behind the prosperous, this father and son are full of contradictions. Because of the many failures that have been experienced before, Frank never thought that a small chocolate workshop could develop to such a scale, and it would become a little rich and comfortable, and live a comfortable life of champagne and caviar; Friest is the opposite, he Constantly persuaded his father to expand the scale and expand into Canada.

After many arguments, Frank finally couldn’t bear it. He expelled Forrest from the house and only gave him $550,000 and the overseas sales rights of the Galaxy.

Starting at $50,000 to produce chocolate beans for military service

In the 1930s, the European chocolate market was far more prosperous than the United States, and Forrest focused on the European market. .

In 1932, he went to the United Kingdom with $50,000 to create the Forrest · Mars Food Manufacturing Company; and based on the tastes of the British, he improved the formula of the Galaxy Rod and launched the British version. “Galaxy stick, named “Mars stick.” “Mars sticks a market, sales continue to soar, in just three years, the first bucket of gold earned by Forrest is several times the father’s industry. By 1939, Forest’s company had become the third largest candy manufacturer in the UK.

Subsequently, when World War II broke out, the British government began to impose high taxes on foreigners, foreign companies retreated, and Forest returned to the United States.

But with a keen business sense, Forest found business opportunities in the war.

He found that soldiers often eat a chocolate chip wrapped in thick icing, and the military chocolate is One of the US military standard rations. At that time, most of the chocolates sent to the US military were produced by Hershey, the world’s largest candy manufacturer at the time. These chocolates were very demanding for high temperature resistance because soldiers sometimes acted in the tropics or deserts, and the chocolate bars were placed. In a close pocket.

The average chocolate bar melts in a few minutes. The chocolate bars produced in good times have a certain high temperature resistance, but they will greatly affect the taste. So, Frost found the company’s president William · Mori, proposed to develop a chocolate that would not melt and taste good. William · Mori quickly agreed to fund 20% of the cooperation project, and sent his son Bruce · Mori to Fristed company to provide research and development technical support.

The two companies complement each other, one offering hard-shelled icing and one offering chocolate. In 1941, M&M’s chocolate beans wrapped in colored icing were jointly developed. M&M’s is the meaning of Mars and Murrie. During World War II, M&M’s beans were once required to be supplied only to the military.

M&M’s Bean

In addition to the military, M&M&rSquo;s beans are not optimistic about the initial sales in the market. In order to promote this product, Forrest spent a lot of money to invite the famous advertising master Bernbach, a phrase “not dissolved in the hand, only the slogan in the mouth quickly made M & M & rsquo;s bean household name. Even after more than 50 years, this ad was also rated as “the first ad name in the United States”.

<;P&G in the food industry

Although M&M’s beans laid the foundation for Forester’s status in the candy industry, his most hope is to take over and take charge of his father. Mars company.

After the death of his father, the company’s innovation was declining. After the death of his father’s second wife, Issel, he transferred half of Mars’s shares to Forester. This is also the case, Forrest and other shareholders have launched a battle for corporate control, and finally, in 1964 was able to take full control of Mars.

During this time, Forester never stopped to start a new career.

The Uncle’s Rice

After M&M’S Bean’s success Forrest turned his attention to the processed rice market. At the time, the owner of a rice mill invented a “semi-ripe processed rice process” that would make the grain more nutritious and marketable.

Forest believes that selling this processed rice to a specific brand for sale can be set at a higher price. So he began to study the manufacturing technology of processed rice. Subsequently, it launched “Uncle Ben & rsquo;s Rice”, which is named after the owner of the rice mill.

Rainbow Sugar

Launched Rainbow Sugar in 1979 with a unique ad Marketing has become another popular candy after M&M’S Bean.

In addition, Mars is also moving into the pet food industry.

Royal Dog Food

When he was in the UK, Frost bought it. A dog food factory that produces canned minced meat, specializing in dog food. At the time, the United Kingdom did not have the special food for pet dogs and pet cats. They usually ate the leftovers of humans. From this, Forester saw business opportunities, bought factories, produced and sold canned pet foods, and focused on nutrition. Without a competitor, he quickly became a leader in the UK dog food market.

In 1967, Royal Pet Food Co., Ltd. was established, the first dog food designed for large dogs and puppies.

Up to now, Mars’ pet care brands include Weijia, Baolu, Xisha and Royal. At present, one third of the world’s pets are eating Baolu dog food and Weijia cat food every day.

The expanding Mars also does not forget to buy and buy.

In 1986, Mars brought Dove into his arms. After improving the purity and taste of Dove chocolate, he introduced new flavored chocolates such as milk chocolate and dark chocolate in the 1990s. These chocolates continue to be the legend of Dove, and are still popular today.

Although Frister died in 1999, the new head of the family also inherited his style of action. In 2008, Mars joined forces with Buffett to acquire Wrigley, the largest gum producer in the United States, for $26 billion. He surpassed Cadbury, the global candy industry leader, and took the throne of the global leader in the candy and chewing gum industry.

Mars Its brands

So far, Mars has more than 10 international brands with a brand value of more than $1 billion, including Snickers, M&M’s Bean, Rainbow Hall, Dove and Yida, etc. The brand is known as the “P&G” of the US food industry.

The success of the Candy Empire

 I am not a candy maker, I want to build a candy empire. Forest has never concealed Mars’s ambitions, and most of Mars’ success is due to Forster’s vision and management style.

1.“Quality Control of Mars Monsters

Mars employees say that Forster is a Mars monster, which stems from his high quality requirements.

He asked the chocolate bean factory to scrub the floor thoroughly every 45 minutes; there were not more than 15 peanuts on each snicker.

It is said that one night in the middle of the night, he suddenly called the staff to ask for a batch of M&M’s beans to be removed from the shelf because he bought a package of the same batch of chocolate beans from the supermarket. I found that the package on the package was not clear enough.

2. Strict family business culture

Mars is a typical family business, but it has a strict family business culture.

After Mr. Forest’s full authority over Mars, he revolutionized the company. He cut off the management’s benefits, such as dining rooms, French cooks, oak picture frames, art collections, carpets and special helicopters; and canceled the management’s good title, not giving them a secretary, not a big office, every Individuals have to answer the phone themselves, copy themselves, and pour their own coffee; he also asks to include the Mars family.All employees, including members, must punch in to work, and deduct 10% of their salary when they are late.

3. Authorized to employees

Despite the harshness of family members, Forester delegates authority to employees. Today, people are praising the rules of the staff of Haidilao. In fact, Mars has done this long ago.

Frast pays high salaries to employees, so that every employee knows that they are important, giving them all the rights at work, and that employees in the factory production line are no exception. Every employee needs to know how to maintain the machine. If there is a problem with the product, any employee has the right to stop the operation of the production line.

4. Open up new genres of quirky ads

Most of Mars’ international brand advertisements are well-known, such as Snickers, Dove, Yida and Rainbow Sugar. Among them, the rainbow sugar is relying on the “alientic advertising” to open up a new genre of quirky advertising.

Brain Creative advertising of rainbow candy in the hole

Usually, people are used to connecting colorful rainbow candy with childhood, but Mars does not think so. The advertisement of the rainbow candy is often a big brain, such as regenerating the rainbow sugar and making a rainbow brain; the girl’s eyebrows grow a rainbow of sugar, and her teacher pulls the rainbow out of her eyebrows. Sugar eaten; also played intensive fear of the stem, a man because of the love of rainbow sugar, from the skin to the hair has become a dense array of rainbow sugar … …

no surprise, only more Surprising. For more than 40 years, the whimsical style of Rainbow Sugar has helped it create a distinctive brand image in the minds of consumers.

Life is like a box of chocolates

This annual sales exceeds $33 billion. The company has 72,000 employees worldwide. Its headquarters is just a two-story building with a capacity of 80 people. There is no logo at the door, only one brand with a private property.

Like this brand, Mars has not been listed yet. The decision-making layer believes that only in this way can Mars guarantee the independence of the company’s management and complete control over profits.

“Life is like a box of chocolates, you never know what the next piece will taste. After a hundred years of wind and rain, Mars changed its three generations of heads and still maintained its vitality; and with its persistence in quality and advertising innovation, Mars continued to create new surprises.

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Xingtai elite enterprises visited the first big data business of the global car

A successful business must be a brand master.

Shenzhou Special Car is the Internet travel brand launched by China’s leading car rental chain company Shenzhou Car Rental and third-party company UCAR. As a newcomer to change the way people travel, the brand is the main brand "safety & " anytime, anywhere, special car, become a dark horse in the field of cars.

Shenzhou Special Car is a professional business travel service platform for business vehicles. The use of mobile Internet, innovative transportation service mode, and integration of market resources have a positive impact on meeting and improving the diversified travel demand services of the citizens, and promoting the government to strengthen the effective management of resources and promote the intelligent construction of traffic in urban areas.

Behind these, the Shenzhou special car has another identity —— big data company. The Shenzhou special car launches the GSFO system through advanced technologies such as big data and cloud computing. Through this system, each city map can be divided into hundreds of grids. Through machine learning, when supply and demand are unbalanced, the capacity can be allocated for the first time. Vehicles in surplus areas can quickly achieve a balance between supply and demand in areas with insufficient capacity, improve operational efficiency, and reduce operating costs.

Since its official launch in January 2015, the Shenzhou special car has been opened in more than 60 cities nationwide and has become the first 26 companies in Beijing, Shanghai, Guangzhou, Shenzhen, Wuhan, Chengdu and Hangzhou. Second-tier cities have obtained the network license car brand of the operating license.

On July 22, 2016, Shenzhou special car company —— Shenzhou UCAR listed the new three board, became the first global car, the first three shares of the new three board industry. The B2C model car company, although the latest entry, but the first landing in the capital market, Drip, Uber and other opponents behind.

Internet and informatization are bringing a new round of technological revolution. “The Internet is an industrial application and it is an industry reshaping. The combination of the Internet and car travel has greatly changed the way people live their lives and reduced the operating costs of the market.

On August 29th, 2017, the business media group will join hands with the 100-year-old Luzhou Laojiao wine to jointly launch &ldquo Shenzhou Special Car: The first big data business elite of the world special car to visit, will lead the small and medium-sized enterprises to enter the Shenzhou special car, learn the innovation road of Shenzhou special car.

Internalization in the heart, externalization in the line. Shenzhou special car is the Internet upstart, the first brand of business car; one hundred years old Cangzhou old age wine is one of the five major products of Luzhou Laojiao, the first brand of elite business wine; business media is one of the most influential financial media in China It is the first wisdom and resource platform for SMEs. The three are in perfect harmony with each other and are the favorite products and brands of elite business people.

The business media group and the 100-year-old Luzhou Laojiao wine launched a “elite and famous enterprise visit, aiming to build an interconnected platform for entrepreneurs and truly serve the elites. Enhance practical combat capabilities, broaden cognitive boundaries, make business easier, and make business easier.

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Chinese wine city e-commerce platform Traditional wine culture continues to write Internet + new chapter

In the long history of more than 5,000 years in China, wine and alcohol culture have always played an important role. At the same time, the history of Chinese winemaking has a long history, a wide variety, and a famous wine, which is well-known in China and abroad. As early as in the Shang and Zhou dynasties, the Chinese created the koji compound fermentation method and began to brew a large amount of yellow wine. About a thousand years ago in the Song Dynasty, the Chinese invented the distillation method. Since then, liquor has become the main alcoholic drink for Chinese people. The wine has penetrated into the history of civilization in China for five thousand years. From literature and art creation, cultural entertainment to food cooking, health care and other aspects, it has an important position in Chinese life. And the Chinese are warm and hospitable, whether it is a red or white wedding or a friend’s drink, they can’t help but drink a few cups.

So China’s drinks have not lacked the market, but in the midst of competition in many markets and the trend of interests, more and more infinite merchants are selling fake wines, inferior drinks, and drastically raising the price of drinks. Leading to all kinds of exquisite packaging, dazzling and slick wines & ldquo; rampage market, the price is soaring all the way under the strong push of the capital, resulting in a vanity situation in the Chinese liquor market, making it difficult for consumers to distinguish in the flowers Suitable for your own drink. Therefore, Chinese wine has emerged as the times require, so that our traditional wine culture will be fascinating under the new pattern of “Internet+”.

China Wine Capital official website

A new chapter in traditional wine culture

The Chinese liquor market has always been a difficult way to survive under the traditional offline channel dealer model. From the development model, traditional marketing mainly serves dealers at all levels and various liquor terminal stores, and the development model is relatively simple. It is difficult to grasp the supply and demand dynamics of the wine market in real time, and it is prone to overproduction. The traditional channel is a channel management force with price and distribution channels as the core. However, the traditional channels have to go through several layers of dealers from manufacturers to consumers. There are many intermediate links, and the price is naturally difficult to guarantee. Chinese wine has changed the traditional channel business, contacted the manufacturers and the top-level distributors, and directly reached the consumers through the Internet platform, thereby reducing the intermediate links and creating “Internet + drinks for consumers to place orders through the Internet, logistics or The operation mode of the enterprise through the offline distribution of the physical store.

Chinese wines pay more attention to the transparency of prices when consumers buy wine. The docking of nearly 100 source wine companies in the country makes Chinese wines have an incomparable price advantage, as long as you have a drink. Demand, you can find a favorite wine in China, and you don’t have to worry about quality and price. Wholeheartedly doing “Conscience” under the Internet +, even if you don’t understand the whiteness of the wine, you can also communicate with the domestic elites through the forum section of China’s wine industry, as well as hot topics, and learn about Chinese wine. The past and present of culture.

&nbspquo;Changes in the wine industry under the Internet

Internet+ as a new national strategy with many labels, big data era, sharing economy, Internet convergence, business Model innovation, the Internet of Things economy, Internet finance, and so on.

The wine industry is a traditional industry. In recent years, due to the limitations of traditional potential energy, there have been many conflicts with the Internet format, but the enthusiasm for embracing the Internet has been rising. However, the Internet+ of any industry has to go through the process from channel, to product, to marketing system, and then to the mainstream enterprise’s self-change. From the channel level, alcohol Internet + accounted for about 1%; from the product level, pure Internet genetic products are rare; from the perspective of marketing system changes, alcohol O2O is still in a groping and controversial stage From the perspective of enterprise Internet+, there are no successful cases in which enterprises fully realize self-change; but from the consumer audience, more than 60% of the people have become accustomed to understanding alcohol knowledge and consumption information from the Internet. Chinese wines want consumers to think about what they do for the people. In the future, they will follow the party’s guidelines and go farther and farther under the national policy of Internet + to write a new chapter in traditional culture.

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Sabinin hosted the China Cattle Summit, and the founder of this organization was actually him.

On December 12, 2017, “ China Good Beef Annual China Niu Ren Summit was held in Shanghai. More than 1,000 elites from the Chinese cattle club gathered together to seek common development. The famous host Sabinin hosted the summit, and the Hong Kong god of food Dai Long came to the scene to interact with the Chinese cattle, and received wide attention from the mainstream media in the country.

China Cattle Summit Site

CCTV“One brother Sabinin hosted

At this summit, as The founder of the China Niu Ren Club and the first rotating chairman, Li Silin, the chairman of Luxi Fei Niu, took the time to attend and won the “China Good Beef Lifetime Honor Award”, which is highly recognized by the top Chinese cattle and sheep industry. The newly appointed Chinese Niu Ren Club Vice Chairman Wang Feng and You Zhongshou took his hand deeply, “This is a kind of gratitude, but also a heritage!”

Li Silin won the “China Good Beef Lifetime Honor Award”

Li Silin, President of Lu Xi Fei Niu, founder of China Niu Ren Club

Li Silin, male, born in Shandong, was born in August 1978, member of China Democratic National Construction Association, university degree, Tsinghua University EMBA, currently serves as Chairman of the Luxi Fat Niu Industrial Development Group, and also serves as Chairman of the Founding Presidium of the China Confucian Chamber of Commerce, Vice President of the Hot Pot Special Committee of the China Hotel Association, Vice President of the Chongqing Shandong Chamber of Commerce, and Vice President of the Chongqing Hot Pot Association. .

Its Luxi Fei Niu Industrial Development Group, which combines modern science and technology agriculture, ecological sightseeing and animal husbandry, Luxi yellow cattle breeding and breeding, high-grade beef cattle fattening processing, food production and sales, brand restaurant chain and logistics trade. As one. In 2016, the total output value of upstream and downstream industries and national chain stores exceeded 1.5 billion yuan, with more than 6,500 employees. Luxi fat cattle, Rong Hao “ China beef leader brand, “China’s top ten leading enterprises in cattle and sheep industry,” China’s top ten hot pot brands, jointly rated by Xinhuanet, People’s Daily Overseas Edition and other units as 2016 “Asian brand 500 Strong.

Luxi fat cow Rongrong“Asian brand top 500

In 2002, Li Silin exalted his hometown north latitude 35 & deg; world gold beef cattle & minus; Shandong Luxi yellow cattle flag, to create a world-class high-end beef food with Japan’s Kobe and cattle, the United States Angus cattle, create a domestic fertilizer The cattle category is the endorsement of Chinese famous cattle, which has created a new era for Chinese beef enterprises from farm to table. It has refreshed the world’s good beef and good Chinese hot pot.

Luxi Beef Self-built Ecological Breeding Base

For more than a decade, Li Silin has successively established the three major beef restaurant chains and the cattle and sheep warehouse beef specialty store of Luxi Beef, Cowboy Family and Chaoniu Manor, covering Chinese and Western food and opening a closed loop of beef food from the table to the table. The supply chain system covering the entire range of products has gradually improved the industry chain from farm to table. Now it has more than 330 chain restaurants distributed in 165 cities across the country, which can produce 100,000 beef cattle breeding production bases and more than 50 ecological pastures.

National layout of Luxi beef cattle

In July 2014, he co-founded a group of industry celebrities such as Ma Guangsheng, Ma Haizeng, Sun Yongli, Yang Zhengang, Yinfei, Gong Peng, etc., who initiated the establishment of the “China Niu Ren Club” and became the largest cattle and sheep industry in China. The alliance platform covers all aspects of cattle and sheep industry breeding, processing, sales and international trade. It has developed more than 1,000 corporate members and was elected as the first rotating chairman. It has made positive contributions to the integration process of China’s cattle and sheep industry.

Half a year before the annual Niu Rensheng meeting, Li Silin and other terms expired. He and Ma Haizeng and other old ones will transfer the baton to the more level and ability of Ma Guangsheng, Wang Feng and You Zhongshou. The Presidium hopes and encourages them to lead the country’s cattle people to create greater glory! Together, encourage them, “Symbols pass by, there is a long way to go, don’t forget the beginning of the heart, and move forward to create a better tomorrow for the Chinese cattle and sheep industry!

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Sheet industry: More terrible than closing down is to make the price worse

In 2010, the Jingdong Dangdang price war provoked a lot of waves. Afterwards, some insiders commented that this is a realistic version of the Battle of the Three Kingdoms. Later, in 2012, the Jingdong Suning price war incident, which was also attended by Jingdong, once again opened the curtain of competition in the e-commerce industry. This price war originated on August 14, 2012, Jingdong CEO Liu Qiangdong issued two microblogs, Weibo as a fuse, quickly opened the prelude to this e-commerce war, followed by Dangdang, Yi Xun, etc. Joined, a sensation.

After the incident, all parties expressed their views on the matter. Some people said that the purpose of Jingdong’s move is actually to crack down on the ability of Gome and Suning to sell electricity. Others believe that without proper reasons, selling goods at a price lower than the cost is prohibited by the anti-unfair competition law. Regardless of whether we are right or wrong, we need to take this opportunity to reflect on this. The price war is an inevitable outcome of the market economy and an important part of marketing. It plays a positive and negative role in the process of enterprise development. If you are good at using, you can seize more market share, but once you use it badly, you will kill one thousand and lose 800.

Price wars are not only found in large companies, but in our daily lives, they are everywhere. We can often see the slogan of a certain store in a certain store, the store is full of graffiti and the price is greatly reduced. In order to compete for passenger traffic, the two similar stores use each other to reduce their prices. The price is a double-edged sword that can hurt people or hurt others. An irrational price war is usually equal to the same.

In the fierce market competition, the price war has been in existence for a long time. As a competitive ace mastered by the company, it exists in all walks of life. Although the price war has advantages and disadvantages, in the wallpaper industry, when it comes to the three words of price war, many people in the industry have to frown and shake their heads. Deliberate low-price competition has become one of the chaos that the industry has to face.

The castle in the air, the price war is self-destructive.

“The air-rise hall, the meaning of the cloud. Unrooted aerial lofts are often used to ridicule those unrealistic subjective dreams. There are many companies in the plate industry who are fighting price wars. They want to abandon other hard conditions. Winning the market alone to win the victory is undoubtedly also building a groundless castle.

Low-cost sales, can not be generalized, can be divided into several situations: the first is overcapacity, the backlog of products urgently need clearance, in order to win the flow of funds; the second is at a specific time or region The price cuts, such as the Golden Week holiday, the opening of new stores, and so on; the third is the benign and orderly market competition for competitors. However, it should not be overlooked that there is still a kind of low-price sales in the industry that is vicious. For the short-term immediate interests, blind dumping at the low price regardless of product quality and cost will disrupt the market.

As a means of competing for the enterprise, the price war is the survival of the fittest. It can, to a certain extent, eliminate some vicious competitors who only seek short-term benefits for the industry, so that the industry resources can be rationally utilized. On the other hand, it is also a self-injured sword. It is a way to obtain short-term profit growth by sacrificing its own interests. This is tantamount to drinking and quenching thirst, exhausting and fishing, and cannot achieve long-term development.

Some big companies really use price war as a way to seize the market. In order to seize the market opportunity, they implement a strategic loss plan. The big companies are relatively strong in their own strength and have certain brands. The effect is strong, and it has unique conditions in self-developing and innovative marketing. Under certain circumstances and conditions, it has the ability to compete in the corresponding price. These are unmatched by SMEs.

The above is based on the premise of benign competition, but in the current plate industry, low-price competition has become a vicious competition that affects the industry’s development. In the case of serious homogenization, similar style, your price is low, then my price will be lower than yours! Low price touches the bottom line of interest, long-term unreasonable low-priced sales, corresponding to profit After the reduction, the profits will be reduced, the investment in research and development, innovation, marketing, etc. will be reduced, the seriousness will lead to the quality of the products can not be guaranteed, affecting the development of the enterprise, falling into the cycle of repeated vicious cycles, the final result, Undoubtedly the self-destruction of the future.

Low price is no longer a competitive trump card, hard power is more important

“ high quality and low price is indeed the unanimous voice of consumers, and consumers are also the fastest applauding for price cuts. crowd. In the era when consumers are kings, many companies are holding the mentality of winning consumers with low prices. However, with the advancement of the times, changes in market demand, especially after the 80s and 90s became the main force of consumption, the new consumption concept followed the rise, and the price advantage gradually receded, no longer the only indicator to be able to collect consumers.

Compared with the price, consumers will pay more attention to product quality and brand. With the popularization of the concept of healthy home, environmental protection has gradually become one of the hard targets of the public. The superposition of all these factors makes consumers have more rational thinking about low-priced products. The change of consumers’ choice of ideas makes the possibility of profiting by price wars smaller, until the price of products approaches the cost or even lower than the cost. At the time of the company, it will become more and more difficult for the company to make a profit. When it is really unprofitable, it will be eliminated by the market, or it will start to seek other breakthroughs. Brand competition, quality competition, investment competition, service competition, etc. will gradually become the main way of competition. This benign competition will eventually end the malicious price war and promote the development of the entire industry.

The brand effect plays a huge role in the competition. When consumers don’t know much about the wall coverings in this industry, the influence of brand and word-of-mouth effect will increase. So more and more companies are starting to focus on brands.The creation, from advertising to celebrity endorsements, through a variety of marketing methods to make their brand awareness continue to expand.

Brands only let the public let consumers know about your existence. Really strong brands are based on excellent product quality, unique design and reassuring service. Therefore, when enterprises build brands, they also need to increase investment, pay attention to product R&D and innovative design, strictly control every step of product production, and ensure that the products that reach consumers are qualified and qualified.

“ Just as all goods and consumption have matured, the future of wallpaper terminals is definitely a quality product for brand companies. Some insiders say so. The competition of enterprises is ultimately only a contest of products. The compression of cost by malicious price competition will inevitably affect the quality of products to a certain extent. What seems to be similar, there may be no small difference in quality.

In the face of the status quo, the general manager of Guohao said in an interview, “Our industry development is very difficult. What is the difficulty? The main thing is that there are too few original things, everyone plagiarizes each other and hits the price. The war has made the industry more and more difficult. The products are not only excellent in quality, but more importantly, they need innovation, fit the times, and enter the hearts of consumers.

Therefore, in an increasingly mature market environment, sheet companies should not rely solely on price to win the market, but should put their own hard power indicators up, promote the brand, protect the quality, Good service, down-to-earth craftsmanship, dedication to development, in order to stand in the fierce market environment.

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Xiaomi Life shares motorcycles – spawning wealth and blue ocean

Market Background and Shared Motorcycle Status of Xiaomi Shared Motorcycles

With the urbanization process, the urban population is increasing, the traffic burden is getting heavier, and congestion is happening at any time. Take Beijing as an example. In order to solve the problem of traffic congestion and difficulty in travel, the issue of the limit number is passed, and the foreign trains can apply for Beijing to enter the Beijing 6 ring. In this big background, there is a shared bicycle. The shared bicycle is represented by Mobai and ofo. Up to now, 20 million units have been put in the country, and other small brands are close to tens of millions. This shows a problem, sharing bicycles. There is a vast market demand, there is no such market without a market, and it is impossible to exist. Why do shared bicycles have such a large demand? Because of the traffic congestion in the city, it affects people’s travel. Some people say that I can take the subway, take the bus, or take a taxi or drive by myself. WeChat: QQ9968134

The first wave of Xiaomi Life Circle

Recruiting a horse Bonus period

880 yuan to become a VIP member, you will enjoy the following benefits:

Rights 1: You can recommend members, for example, you recommend A to enjoy the income of 15 venture capital per day For 365 days, you can get 5475 venture capital rolls. If A recommends B, you can get 2 / day of income. Then get a total of 6205 venture capital volumes

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Benefit 4: No parking deposit, your venture capital Not only can you use it in this car when you are traveling, but your vouchers can also be cashed in 1:1, and you can also share all the GM’s life in the future shared car, smart market, etc.

(Note: 1 venture capital volume = 1 yuan, the receipt of goods on the 8th day after becoming VIP, your referee will start from the next day, the 9th day. Cash withdrawal every Tuesday, Wednesday Until Friday, the system deducts 5% of the handling fee & #10133; 5 yuan / pen bank fee)

(missing the first wave, will miss the opportunity below)

Xiaomi Life Circle & #65039;Second Wave

[Shared Motorcycle]

Motorcycles are placed on the market from the end of August to September 2017

7 On the 14th, Xiaomi Life Circle and Jiangsu Green Coffee Electric Vehicle Factory reached a strategic cooperation, the first batch has been put into operation 5,000 units, and it is expected to be put into the market from the end of August to the beginning of September

July 18th Xiaomi Life Circle and Li Group (Tianjin) factory contract, entered into a collaboration! Group flew electric car was named the national environment-friendly vehicles. With 300 sets of production per day, it is expected to produce 50,000-50,000 units in the national market.

VIP can have the right to subscribe, 3980 yuan/set, you can hold 70% of the shares. For 3 years, you can get the income every day, see and get it.

Xiaomi Life Motorcycle meets the national 4 standards:

1. The speed limit is 20 km/h; /p>

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The third wave of Xiaomi Life Circle

Sharing Cars Dangdang

Surrounded by Rural Areas and Towns City, make up for the blank area of ​​the trip, the special car

The fourth wave of the Xiaomi life circle

[Smart Farm]

The characteristic of the shared smart farm is: farm The dishes, organic leaves, from the farm to the farm to your kitchen. The intelligent farms distinguish between dirty, stinky and chaotic phenomena. You can enjoy the food in the market without smelling mixed smells. In many high-end residential areas nowadays, after 80s, 90s and 00s, I hope that I can enjoy the success without going to the market. Then, in the smart market, you only need to open your mobile phone to place an order and send it directly to your home within five kilometers.

Planning and Vision

In 2019, 1 million motorcycles and 100,000 shared cars will be launched, and 500 smart farms will be transformed and cooperated. In 2020, we will fully realize the smart food market in second-tier and third-tier cities. A round of B rounds C round D round E round financing will be realized and will be listed on the domestic main board and the Australian Stock Exchange. Team leader WeChat: QQ9968134

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Li Shizhen: Creating a wine giant

Li Shizhen: General Manager of COFCO Mingzhuang International Wine Industry

“Grass Wine Night Light Cup, Desire Drinking cockroaches immediately urged. A poem by the Tang Dynasty poet Wang Han, “Liangzhou Ci”, evokes the wonderful imagination of countless people. However, the Chinese wine market, which started at the same time as the reform and opening up, has been chaotic for quite a long time. In the chaos, Li Shizhen’s COFCO Mingzhuang was struggling to break through with the black horse. In just three years, the chain stores reached more than 400, covering 30 provinces across the country, and the number of terminal outlets exceeded 60,000. Wineries and wine merchants have become the leaders in the healthy development of the Chinese wine market. Many people are amazed: how did he do it?

Impression three reversals

We often seem to build a basic recognition of a person who has never met before. know. The gentle look and the clear smile are the first impressions that I and Li Shizhen had before him. But when chatting with his colleagues, he learned that he was a very serious person. Even a smile was hard to capture. He suddenly wondered: How can the same person feel differently?

Until the real interview to interview this day. Li Shizhen went straight to the company to attend the meeting just after getting off the plane. Then he rushed to the scene of the interview. When he entered the house, he kept calling, his brow was slightly locked, and he looked serious. After a while, he put down his mobile phone and strode toward us. He reached out and smiled and said: “Hello, I am Li Shizhen! I am sorry to have kept you waiting.”

His signature smile is the same as the photo, clear and sincere, and full of appeal. I mentioned his previous doubts with him. He laughed: “I usually like to laugh very much. It may seem serious when I work and meet.”

Interesting —— The reversal of three impressions, I began to feel the unusual energy of him.

Natural Sex Challenge

Li Shizhen’s major in Peking University was diplomacy, and later he pursued economics as a second degree. Two and a half years after graduating from college, he returned to the prestigious Peking University National Development Institute to pursue an MBA. After graduating from college in 2001, Li Shizhen, who has a high school and a double degree, has many enviable opportunities. However, he did not choose to become a diplomat, or to win the iron rice bowl of the state organs, but chose to enter the internationally renowned Fortune 500 fast-moving consumer goods company Li Jie.

“ I like challenging things that allow me to fully utilize my thoughts and abilities and get the most out of training. If I am only a purely executed position, I personally don’t like it.

At that time, Li Jie was experiencing earth-shaking changes. Market, business, and personnel were in a rapid and huge adjustment. “You may have hundreds of people when you first entered.” After three days, I suddenly found out that three-quarters of the people were laid off. This kind of rapid change is difficult for most people to adapt. However, Li Shizhen, who is eager to learn and learn well, has adapted very well. In the first year of entering the company, he won the company’s highest honor “Achievement Award” as the first management trainee in China. His plan was also adopted by the company. Adopted and promoted nationwide, promotion also followed. Li Shizhen’s talent in business is revealed. Three years later, he entered Unilever, began sales organization management and systematic marketing, and began another upgrade and challenge of his career.

In 2007, Li Shizhen officially entered the work of COFCO. During the past 10 years, he has experienced 10 job changes (including grade changes) in COFCO and held important positions in various departments. Do training programs, take general manager classes, do food integration, manage the center … … in the rapid changes, his rhythm has never been messed up, and the positions are as stable as ever. In 2014, he was appointed as the general manager of COFCO’s Imported Wine Business Unit. With a team of only 22 people, he officially embarked on the pioneering path of COFCO International Wines.

In the attitude of an eagle

If an animal is used to describe Li Shizhen, the eagle is perfect.

Whenever the storm approached, many animals rushed to find a place to hide. Only the eagle stood on the rock, waiting for the strongest wind, and then fluttering with the strong wind. The natural and sharp vision makes it possible to quickly and accurately find the target and hit it even at high speed.

Li Shizhen’s perspective is multi-dimensional and three-dimensional, and always finds opportunities that others are hard to detect. At the beginning of 2014, the entire Chinese wine market was in a downturn, and the high-end wine market was full of sorrows. The inventory was overwhelmed, the supplier system collapsed, and the channels were chaotic. No one knew when it would be possible to get up again. Nobody dare to touch it. When everyone is pessimistic and even desperate, Li Shizhen said: This is a huge opportunity.

He decided to believe his own judgment: “Before 2012, the imported wine market was very good, and the threshold was very low. You only need to know foreign languages ​​and have contact with foreign wine merchants. Making money is not a problem. But for big companies, the opportunities are small and there is no advantage. But as the market enters a low tide, opportunities will begin to emerge. The market began to actively clean up bad things, and consumers began to look for better brands and ways. Then, the operation mode of the big company’s big platform will have an opportunity to enter, and the branding process will begin.

Later, the direction of the Chinese wine market and the rapid development of COFCO Mingzhuang also confirmed his original judgment. “We choose to enter at the most bleak time in the market. In the big waves, we can learn from others and learn from others. With a calm attitude and preparation, we can stand out from the crowd.

I asked him, at the beginning, “Boldly, have you ever thought about what to do if you fail.” He decisively replied: “I rarely think about this problem. I think that if you think about it well, you can see a good future in your heart and work hard according to your own vision. Success will naturally come.”

Colleagues feel that his mind is jumping, very “always.” In fact, he is constantly discovering various opportunities, coupled with the vigorous and aggressive action, which has greatly helped him to effectively promote the import of wine. Imported wine is a complex comprehensive business. There are many brands, large differences in categories, and many channels. If you can’t quickly poke your ideas and find business opportunities, your competitiveness will undoubtedly be greatly reduced.

His usual perspective in work is always different from everyone else. He can see the opportunities that others can’t see. If others see bad, he can find out.

“ I am grateful to have such a fun job now. In fact, no matter whether I do or not, the work is very fun for me, because I have new discoveries every day, and there are opportunities for business everywhere. The eagle-like courage and sharpness, from the heights down to the overall situation, is naturally more rational and clear than the authorities.

Starting from 22 people and 1 drawing

In early 2014, COFCO Group established the Imported Wine Business Department to refer the imported wine business to the level of strategic level independent operation, and to introduce COFCO Mingzhuang. Hui as the operating platform and brand of imported wine.

A team of 22 people, a strategic drawing, is all the cards in the hands of Li Shizhen at the beginning of the establishment of COFCO Mingzhuang. Whether this deck can be played beautifully is unknown.

The strategy map was the strategic map that Boston Consulting developed for COFCO’s global food business. Li Shizhen thinks that this picture can be used as a reference for the construction of Zhongliang Mingzhuang, so together with the team, based on the strategic logic structure in the picture, combined with the actual situation of imported wine, integrated their own vision and goals, refining the core advantages and constructing My own strategic plan, began to communicate with large foreign suppliers and brands.

“We tell them what we will have in the future, not what we have now. We have the enthusiasm to do things, have an understanding of the Chinese market, and have the ability to operate various brand systems. Li Shizhen does not follow the routine, which seems to others to be an unreasonable adventure.

In fact, after a short period of market pressure, from the fourth quarter of 2014, the benefits of the Mingzhuang period wine plate began to manifest, and became one of the core competitiveness of COFCO Mingzhuang. Since 2015, in the import of wine, COFCO Mingzhuang International Wine Industry has become the general agent of China from 55 producing regions and more than 80 well-known wine brands in 13 wine producing countries around the world.

“The international popularity and influence of COFCO for decades and the professionalism, enthusiasm and ambition of the entire imported wine team are the real reasons for moving partners. Li Shizhen said.

From “1+1 to “1+1+N

A meeting of July 2014, many COFCO Mingzhuang colleagues remembered.

At that time, Li Shizhen sat at the end of the conference table and held a strategic plan in his hand. He said in a tone: “Three years later, we will be the first imported wine company in China.

Someone believes that someone does not believe it. But he believes he and the team will definitely do it.

The goal of COFCO Mingzhuang is to focus on imported wines, while also importing beer and imported spirits. “Our initial positioning is to make an industrial chained, comprehensive wine company. From the first day of our establishment, I thought so, and started to advance after half a year.

Li Shizhen is an executive with strong execution. When COFCO Mingzhuang worked in the field of imported wine in 2014, he also flew to Germany to study beer. In 2015, we began to promote imported beer in a small area. In 2016, we began to break through imported spirits.

“ Someone asked me why you didn’t focus on one or two brands, but to do such a complicated layout. For Li Shizhen, at the beginning of the establishment of COFCO Mingzhuang, such doubts Not once or twice. However, he is arguing for one direction and insisting on one direction: “Consumers want more choices, and there is a big brand like COFCO. We can open up our ideas and do it boldly.

He knows that consumers need a variety of choices, focusing on the mass consumer market, promoting the return of the price and value of imported wine in a way close to mass consumers, providing Chinese consumers with superior quality and safety. Reliable, easy to select, and cost-effective global wines are the original intention and mission of COFCO Mingzhuang.

The multi-brand strategy is the unwavering direction of him and the team. However, there is a real problem in front of us: there are many types of imported wines and many brands. How can we choose to protect them?

In the strategy of selecting upstream brand resources, Li Shizhen proposed “1+1 big brands”. The strategy and innovative approach have caused quite a stir in the industry. Choose two brands in each wine producing country: a popular core brand, the price is between 100-200 yuan; a boutique core brand, the price is between 200-500 yuan. Both brands must be among the top five wine brands in the country, with a certain reputation and influence both locally and internationally.

2016 is a year of rapid growth for COFCO Mingzhuang. The sales revenue has tripled compared to 2014, and since 2014, the company has increased for three consecutive years.The long rate is over 200%.

In 2015, we broke through the predicament and quickly established an industry benchmark in 2016. In 2017, with the further upgrade of consumption, in order to better meet and develop channel demand, the original “1+1 big brand” On the basis of strategy, he proposed a strategic upgrade of “1+1+N”. Based on the original Volkswagen core brand and a boutique core brand, we have further added several fine wine brands to meet the increasingly personalized and professional consumer demand.

“Mass Club”

The brand matrix layout has taken shape, and a new issue is in front of him: such an innovative and even experimental strategy Layout, how can customers and consumers quickly understand? His favorite sports & mdash; & mdash; football, gave him inspiration.

“We proposed the concept of & lsquo;Grand Club & rsquo;. COFCO Mingzhuang is like a giant team like Barcelona and Real Madrid. Each brand is the star of this team, and it is a big star like C Ronaldo and Messi. Compared with before, the current stars are getting more and more piled up. You see that the football team is generally more than a decade ago. “Three carriages & rsquo;, & lsquo; three Musketeers & rsquo;, now different, a ball There are five or six superstars in the team that are normal. The NBA has also gone from the Big Two and the Big Three to the current Big Four. When chatting about sports, Li Shizhen obviously relaxed a lot.

COFCO Mingzhuang copied the concept of the football club, using a unified tactical system to match the complex brand categories to form a clear product portfolio of the football team. And through the “1+1 big brand strategy, coupled with the management and interpretation of the way with the giant club, all the suppliers and consumers understand.” At this point, the brand lineup of COFCO Mingzhuang is also completely formed.

Upstream and Downstream Layout

After the formation of the brand system, Li Shiyi once again threw himself into the storm. 2015 is the most difficult year for him and the team. Signing so many good brands around the world, how to achieve rapid sales has become a real problem to be solved. If sales are lost, these resources that are hard to gather will face a situation of falling apart. Everything is imminent —— that year he grew a lot of white hair, a testimony to his difficult and torturous situation.

The aggregation of upstream brand resources forces the re-recognition of sales and channel layout in the downstream layout. And how the team’s organizational structure is built. To this end, Li Shizhen proposed the five business models of COFCO Mingzhuang, namely, the famous Zhuanghui chain model, the excellent business engineering business model, the brand partner model, the famous wine merchant business model and the whole network marketing business model. Accurate positioning and goals, in one fell swoop to overcome sales problems, have achieved excellent response in the market and industry.

In the reform of the internal organizational structure, Li Shizhen’s actions are drastic. As far as the production and sales system is concerned, from the original one of the production and sales departments to the current five sales and marketing departments, each department focuses on different countries and different brands, and the concentration of the team has been greatly improved. It seems that the scope involved is very wide, but in every field, there are professional, dedicated and dedicated people to follow up and build a nationwide three-dimensional marketing network.

“I can’t say that it’s perfect, but we’ve really moved on the ground. Li Shizhen led the team, steadily and steadily, integrated the global imported wine platform and resources, and the upstream and downstream of the industry chain, the position of the industry leader, is determined to win.

Talking about the happiest things in the whole process, Li Shizhen said that these are not the achievements and the eye-catching data. He seriously thought about it and said sincerely: “What makes me most happy is that our efforts have achieved results and entered a healthy development track.” We ran very fast, but it was very healthy. The second is that I saw the growth of the entire team. From the initial 22 people to the current 300 people, everyone is making progress and I am very proud of them.

Walking non-stop

Wine world, beautiful life & mdash;— let Chinese consumers drink the world’s finest wines that are of superior quality, safe, reliable, easy to choose, and cost-effective. The imported wine platform trusted by Chinese consumers is the mission of COFCO Mingzhuang and the original heart of Li Shizhen. “Our goal is to be a world-class wine company, a more open and inclusive platform that delivers good products, professional service and value. But what we want to do most is to not forget the original heart.

This kind of initial heart is a manifestation of value. Li Shizhen valued the value of doing a career: “To do a job or career, earning money is never the most important value. Helping consumers choose good wines, while integrating good lifestyles and attitudes, healthy concepts, and even new worldviews into the lives of Chinese people, promoting the opening of the eyes of the Chinese people and promoting the upgrading of consumption. I think this is our work. The real value lies. I feel very fortunate and proud to be able to pursue such a career.

In a few words, Li Shizhen’s social feelings were revealed. For him, the social elite is a philanthropist, and he must make a conscience business and do a valuable career. This value has nothing to do with money, but it is closely related to the benefit of society, the benefit of the public, and the benefit of the market.

The sense of mission drives him forward. No matter how many unknowns and challenges, the only certainty is that he will keep on walking.



BM: How about the amount of alcohol in the wine industry for so many years?

L: I used to drink very little, the amount of alcohol is average, and the amount of alcohol is not good now. Just as the wine is getting deeper and deeper, I also like the things behind it.

BM: What do you like to do when you are not busy?

L: I like football and climbing, but now I have almost no time at all. When you are free, you will read more books. History, economics, and philosophy will all be seen.

BM: Your learning ability and thinking ability are very strong. Is thinking different from others? Is it natural?

L: Learning ability may be natural, like thinking ability. Still related to the training of the day after tomorrow. Our history teacher is very special in middle school. He uses the method of the university to teach us history. It often uses case analysis to teach classes and guides us to see the first, second and third layers of things. It is research. Learning. At that time, I got training and learned how to see the appearance and depth of things like peeling onions. Until now, I can say that I have benefited a lot.

BM: What are the feelings in the FMCG and wine industry for many years?

L: Wine has helped me personally, making my thinking and vision even more Internationalization also makes me think more and more systematic and complete. I used to understand the competition in the Chinese market and now I understand the international rules. Sometimes others will feel that one of my decisions seems to be sudden, but I have already played it many times before the decision.

BM: Everyone likes to call you a schoolmaster, a god, how would you rate yourself?

L: I may just be a more hard worker. Others work 8 hours a day, I will work for more than ten hours; others work 5 days a week, I will work 6-7 days. That’s it.

About COFCO Mingzhuang

COFCO W&W International Co., Ltd. is a professional of the world’s top 500 companies COFCO Group Imported wine integrated operation platform, an imported wine company that gathers international brands. Inheriting COFCO Group’s whole industry chain strategy, COFCO Mingzhuang Hui started from paying attention to every grape and every barley. Each bottle of imported wine can be traced from the place of origin to the cup. It is China’s chief import wine industry chain integration platform. .

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Mousse Bedding: From obscurity to industry first, 13 years only for good sleep

Sleep is a luxury, but mousse is not a luxury.

Mousse pioneered a new category of healthy sleep systems, with a private custom + smart adjustment mode to attack healthy sleep solutions. Spring has been in the autumn for 13 years, and has experienced a long process of barbaric growth, standardization, differentiation and intelligence in the bedding industry. Every time mousse is innovatively ahead.

When others are busy with maximizing profits and pursuing speed and unlimited expansion channels and scale, Mousse still Adhere to their own production methods: the positioning of healthy sleep resource integrators, technological innovation and the use of Internet big data, as well as the market rhythm of accumulation.

Bringing healthy sleep to thousands of households is not only a slogan of muse, but a real luxury. At present, the customer loyalty of the company is 99.9%, and the introduction rate reaches 68%. The success of Mousse is not only that Mousse can stand in the industry for 13 years, but also “healthy sleep is deeply rooted in the hearts of the people, creating a new outlet for the bedding industry.

Focus on the bed, 13 years is only a good sleep

In this fast-developing information age, the craftsmanship of excellence seems to be only a stone in the lake. It took a little bit of spray. However, a small number of people still insist that Musi began to throw stones into the lake 13 years ago.

As early as 1889, Simmons invented the mattress and changed the world from sleeping hard bed The habit of becoming a spring bed. Mousse started in 2004, not a simple mattress, but a combination of sleep mechanics, ergonomics and intelligent technology to create a healthy sleep system.

The dream is full, and the reality is often bone. When Mousse puts design, quality and brand at the forefront, it means putting profits behind. Therefore, from the very beginning, the raw materials used by Mousse are extremely demanding in quality, which makes Mousse only position itself in the high-end market.

In 2007, Mousse collaborated with the German Miller Company, which has more than 100 years of history, to create a new history without creating a 3D mattress without a spring. Recently, Mousse and the Toyota Group jointly developed space resin ball materials, which can replace springs and sponges. People can lie on 360 degrees, and space resin balls can be individually adjusted according to individual physical conditions.

In order to ensure that the products are ahead of the world in terms of materials and technology, Mousse pays close attention to the most advanced research projects and achievements of the world’s sleep technology, and constantly introduces the most advanced materials and technology from abroad to promote itself. Integration of industry resources.

In terms of service, Mousse is the slogan of the consumer’s life-long sleep housekeeper. Mousse adopts the Golden Butler Service System and has 1000 vehicles and more than 1,000 service teams throughout the country, serving in more than 3,000 specialty stores nationwide. This differentiated value-added service not only improves the moat of the mousse, but also enhances the service awareness and standard of the entire industry.

In this era of speed, running fast means winning the attraction, winning coverage and winning sales.

When Musi entered the market in 2004, China’s bedding industry had already been fiercely competitive. For example, the matted mattress was almost a red sea. To stand out in such a multi-faceted market, we must jump out of the original competitive thinking. When others are still selling beds, Mousse has positioned itself as a healthy sleep solver.

This is very advanced in the entire industry, so some companies that can’t hit the gossip, because of the market potential of healthy sleep, have copied the form of mousse, ready to share a piece of cake. Traditional home textile companies, using existing channel advantages, cross-border robbery “the concept of healthy sleep solutions.”

In the fierce market competition, in order to win quickly, the price war will become a weapon to kill opponents, “buy one get one free,” “point redemption and other promotional wars are not tired, and low prices promote products to Filled up well, let the healthy sleep industry form a bad currency to drive out the trend of good money.

Healthy sleep is a slow industry. Compared with the opponent, the speed of the mousse is the most “slow one.” In order to develop a smart mattress system, Mousse combined with three countries to complete the polishing in four years, and only evolved from birth to now. Five generations of healthy sleep systems. Yao Jiqing, president of Mouss Bedding, said that Muse has been focusing on mattresses, pillows and other bedding for 13 years, focusing on a healthy sleep system, with high focus and heavy vertical.

The success of Mousse is due to the fact that in the era of impetuous industrial and informationalization, concentrate on one thing, polish a product, and become a leader in the industry.

Putting culture to the world’s best beds

“ Let people sleep better.

As a corporate vision of Muse, since its inception, Mousse has focused on healthy sleep culture communication and resource integration. Yao Jiqing, president of Mouss Bedding, said: “Mouss is not selling a bedding, selling a healthy sleep.

Every year, Mousse has four “IP events”, namely World Sleep Day, World Day, Global Healthy Sleep Culture Tour and Double 11 Muse Global Brand Day. Mousse combines different time nodes to promote healthy sleep culture through activities, so that consumers can recognize the importance of sleep and the way to sleep healthily.

In addition to the four major “IP activities, Mousse alsoMany of them have been launched, such as “Inspired Short Films by Dreamer Series”, and invited Pan Shiyi, Li Yundi, Zheng Zhi, Li Kaifu and other big coffees to pass on the spirit of building a dream, and to convey to the society a value that is brave to build dreams. This will cause social resonance and resonate with the target audience of the high-end class. At present, Wang Shi, Pan Shiyi and Dong Mingzhu are all loyal users of Mousse.

Putting a healthy sleep culture, Mousse is the leader in the world’s most respected healthy sleep brand. This requires Musi to become a global company and a world-class brand.

As early as 2006, Mousse began to focus on integrating high-quality resources around the world. Chief designer Moris has been in the design industry for more than 40 years. When ethnic style furniture became popular more than 20 years ago, he began to collect ideas and find inspiration in Asian countries, and developed a series of products with rich regional characteristics, such as copper. Series, rattan series, coconut series, solid wood series furniture. One time he met with the chairman of Mousse in the exhibition held in China, and “to develop the vision of the best bed in the world together, let Moris choose to join the mousse.

By integrating global quality healthy sleep resources, Mousse has worked with SALVADORI SRL (Covadori) Cooperation with many internationally renowned bedding manufacturers such as ARTILAT NV, RAKO and OTTEN. This also made Mousse the GIA Award for Global Home Innovation in 2013, becoming the only Chinese home furnishing company to receive this honor, and the first company in the history of the world’s software bed to receive this honor.

In 2017, Muse Bedding opened more than 100 offline stores in Japan, becoming the first brand in Australia, and in Canada, the United States, etc., all began to advance the globalization process. Mousse has become the fastest-growing domestic bedding brand in foreign countries, and currently has more than 2,800 stores worldwide.

In addition, Mousse led the drafting of the “China Software Bed Country Industry Standards and the domestic “China Sleeper White Paper”, which promoted the rapid development of domestic sleep culture.

Find product positioning, use action to promote healthy sleep culture, and other peers only talk about origin, only material, only look and price, and Mousse has a higher brand structure, becoming “ The new middle class’s favorite bedding brand.

Online and offline linkage, Mousse redefines healthy sleep

At the end of 2016, Ma Yun once said, “There will be no pure e-commerce in the future, only new retail. Subsequently, the prophecy produced tremendous energy, less than a year, and almost no one in the industry would regard it as a standard.

This kind of retail, which combines online, offline and modern logistics, is defined as “traditional enterprise”, which has long been explored.

For example, after a five-generation change, the Mousse Healthy Sleep System. Since the birth of the first generation of the healthy sleep system of Mousse, Mousse has gone through the trend of collective farewell to the hard bed. For the first time in the industry, the fully automatic electric intelligent row skeleton, the automatic adjustment air pressure mattress, the gel micro environment adjustment and Bedding micro-environment regulation four systems, to the fifth generation of healthy sleep system, to solve personalized sleep customization and intelligent sleep, let sleep really become a systematic solution.

The latest 5th generation of healthy sleep system & mdash; & mdash; TS smart healthy sleep system, called the black technology of sleep. It can quickly and accurately acquire human body data and is deeply matched with the background database. Different from the standard, comfort and versatility of traditional soft bed, TS Smart Healthy Sleep System emphasizes the customization experience of one bed and one world.

In addition to bedding, Mousse has also developed a system of consciousness, dream, sorrow, joy, and slow sleep with Taiwan’s healing institutions. “Our sleep problem may be a psychological problem. It may be anxiety. It may be stressful. It may be an emotional problem. When you have different problems, the system will automatically push you different music. At the same time, Mousse and Taiwan’s aroma masters jointly developed an aromatherapy system, according to each person’s personality can be customized to suit their own aroma.

Mousse redefines the soft bed industry by tailoring a personal, healthy sleep system. And Mousse’s SleepShare smart mattress technology, is to achieve interactive consultation between people and beds, forming a big data for Chinese sleep.

It is reported that next year, “3· 21 World Sleep Day, Mousse will release a smart mattress system . With this system, people can automatically debug after lying down, and can measure the person’s sleep state, the number of turns, the heartbeat, the time of deep sleep, and so on. At the same time, as long as the data is shared, the system can give you feedback on the sleep state of another city’s loved ones.

Under the online, Mousse believes that pure e-commerce can not solve the post-line installation, commissioning, demolition and other post-services of the healthy sleep system, so in 2016, it started the 020 platform of the store and e-commerce.

In the traditional store channel, Mousse has strong channel persuasiveness through cooperation with services and big data with some health care institutions such as Yuezi Center, Maternal and Child Hospital, Beauty Agency and high-end hotels.

Mousse even laid out the heavy assets of the Mousse Hotel, which perfectly integrated the experience process of the Mousse products into the hotel service, allowing consumers to complete the mousse products without knowing it. Evaluation. After entering the hotel, consumers can measure their physical data according to their physical condition and sleep habits.Customize the type of mattress and pillow type that you are comfortable with.

Although the outside world generally sang, but Mousse spoke with results. Every year, the sales of bedding products of Mousse Sleep Hotel reaches 10 million yuan, and most consumers buy orders directly on the second day after the experience.

Nowadays, the healthy sleep field has become the slogan of the home industry. With the rise of the middle class and the upgrading of consumption, consumers have pursued product quality from the past and gradually upgraded to pursue customization and personalization. High quality of life. Through the new retail mode of new and old, online and offline linkages, Mousse forms the Chinese people’s healthy sleep big data and becomes the most knowledgeable sleep expert.


From extensive “bedboard trading” to bedding franchise model to personalized, intelligent and differentiated global healthy sleep resource integrators, mousse Every innovation is a feat of rewriting the history of the bedding industry.

Today’s mousse is more than just a bedding brand. It carries more of a value, a healthy, stylish, and tasteful lifestyle.

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Why are the prices of water purifiers on the market so different?

When many families go to the mall to buy a water purifier, they find that the price difference is so big. Their working principle and material composition are similar, but the price is different by several thousand. Which price is better? What is the reason for this price difference?

First, horizontal contrast, different types of net The price of water is obviously different

Water purifier is also called water purifier, including pure water machine. According to the structure of filter element, it is divided into reverse osmosis water purifier and ultrafiltration water purifier, nanofiltration water. And so on. Commonly used in the market are reverse osmosis water purifiers and ultrafiltration water purifiers.

The biggest difference between the functions of the two water purifiers is:

1: The purified water from the reverse osmosis water purifier can reach the standard of pure water, while the ultrafiltration water purification The device can only filter and remove large molecules such as sediment in the water;

2: The reverse osmosis water purifier consumes electricity and produces waste water. Ultrafiltration water purifiers do not produce wastewater and do not require electrical energy.

Second, why the price difference between reverse osmosis water purifier and ultrafiltration water purifier is so large

For reverse osmosis water purifiers and ultrafiltration water purifiers, the price is not Comparability, because it belongs to two types of water purifiers, the price ranges from a few hundred dollars to several thousand dollars. Therefore, when choosing a water purifier, we must first distinguish which kind of water purifier we need to purchase. Do not compare the price of the reverse osmosis water purifier with the ultrafiltration water purifier. The function of the water purifier is compared. According to the condition of the raw water, it is determined whether you want to drink pure water or want to drink mineral water.

Third, vertical contrast, the same type of water purifier, design and material differences also affect the price of water purifiers

In terms of design, the traditional water purifier The general volume is relatively large, relatively bulky, and is generally used directly in the kitchen and installed under the stage, so it is not very elegant in appearance. The middle and high-end consumers are more concerned about the appearance and volume, and the internal materials, all the water-related parts need to use food-grade materials. Therefore, the fully enclosed hot and cold machine and the vertical multi-purpose machine gradually become the mainstream products in the market. The price difference has also widened further.

IV. Brand comparison, comparison of technological innovation capabilities, the price difference of water purifiers is greatly enlarged

The technical ability of brand manufacturers is also the main reason for price differences. Manufacturers with strong technical capabilities, the products produced are of good performance, stable quality, perfect after-sales service, good reputation of users, and the price is naturally not the same.

Different brands of water purifiers use different materials and designs, which also determines the difference in price. The water purifier brand must be different from other brands and must shape its own product image. Therefore, it is generally more important in materials and design. It looks like the material is the same. In fact, the materials are very different.

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