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品类冠军很风光。凭借大单品一炮打响之后,销量、品牌随之而来。去年统一方便面就演绎了一出单品入账40亿的神话,结束了连续8年统一方便面业务亏损的历史。早前的品类冠军更是不知凡几,加多宝的“王老吉”、娃哈哈“营养快线”、盼盼“法式小面包”、养元“六个核桃”……品类冠军又很心酸。独木难成林,单品类独领风骚的神话总是稍纵即逝,远的且不说,2013年上半年,统一方便面业务净利润亏损了6031万元。为什么大单品神话一戳就破?为什么大单品的辉煌难以为继?要回答这些问题,我们先要弄清楚的是:成为品类冠军,就真的跃过“龙门”这道坎吗?
Category champion is very beautiful. With a single product started, the sales, the brand followed. Last year, the unified instant noodles deducted a myth of a single product accounted for 4 billion, ending the history of a unified loss of instant noodles for 8 years. Earlier category champion is unknown, JDB more “Wang Lao Ji ”, Wahaha “Nutrition Express ”, Panpan “French buns ”, Yang Yuan “six walnuts ” ... Category champion is very sad. Hard woods alone, dominate the single category dominate myth always fleeting, far and not say that in the first half of 2013, the unified instant noodles business net profit loss of 60.31 million yuan. Why a single product myth of a broken pound? Why a single product brilliant unsustainable? To answer these questions, we must first figure out is: to become category champion, really jump over the “Dragon Gate” this threshold ?