Category innovations breakthrough way of regional brands（类别的创新突破的区域品牌）.doc

Category innovations breakthrough way of regional brands In the FMCG market in China, any one category, there are dozens or even hundreds of large and small manufacturing enterprises, and the large number of production enterprises, basically only two or three well-known brands, the majority of enterprises in obscurity, unknown state. Of course, this intermediate has a certain number of regional brands, their market is mainly concentrated in one province or several provinces in a particular region has a relatively high visibility, market share to become well-known brand among the industry leading brands to become development goals of the regional brand. As a regional brand, capital, channels, team resources relative to the first-line brand there is inadequate, out of the area, from the achievements of the national brand of regional brands, category innovation, perhaps the most easy way. The success of any business are inseparable from the great innovation of the product to Apple once again brilliant, to the precise positioning of Wong Lo Kat herbal tea, and another glory of the rising sun iced tea, nothing less than the category along with enterprise products innovation category not on the weakness of the power of brand, category not the brand to life on death for a number of regional brands, how can the successful operation of the category, to achieve regional breakthrough? Category recycling, as the king of the new category When a category has long been dominated by well-known brands, the new slim, to re-create a new category will help companies to quickly break through into the hope of a breakthrough, of course, create a new category is not imagined, to have a certain market-based and have the resources match if the relatively sound channel and a certain amount of capital reserves, the category of recycling is also a fantasy. Waffles, Western middle class mainstream Western-style cakes, also known as waffle, waffle, waffles, embossed egg cake, a scone,