Marketing: multinational companies against local companies: Game upgrading

Core tip: multinational companies enter the Chinese market with a natural sense of superiority due to the maturity of their economic strength and marketing operation However, the competition of multinational companies in the Chinese market is not invincible In fact, there are as many cases of failure due to arrogance and separation as successful ones From the 30-year competitive reality of China's market and the marketing practice of multinational companies in China, we can see that in all open competitive industries, the achievements of multinational companies and local enterprises are equal Multinational companies "super face changing" Multinational companies entering Paint agent, top 10 Chinese wall paint brands Recommended introduction: interior wall paint and exterior wall paint can achieve beautiful, clean and pleasant effects, but the effects in different environments are different, so the color of the paint will be different There are ten brands of Chinese paint, ten brands of global paint, ten brands of Chinese wall paint, and ten brands of Chinese paint, Famous trademark of Chinese paint and coating In private rooms, most of us choose according to our own personality, personal hobbies and living habits The younger generation will choose the interior wall paint with rich colors and bright colors, while the older ones will have some working experience Paint House News: multinational companies enter the Chinese market with a natural sense of superiority due to the maturity of economic strength and marketing operation, but the competition of multinational companies in the Chinese market is not invincible and irresistible In fact, there are as many cases of failure and retreat due to arrogance and separation From the 30-year competitive reality of China's market and the marketing practice of multinational companies in China, we can see that in all open competitive industries, the achievements of multinational companies and local enterprises are equal The "super face changing" multinational companies do have a natural sense of superiority or even arrogance when they enter China, which is due to their confidence in their resource advantages, brand history, product advantages and management system But in the past ten years, multinational companies have experienced a great change in China, from leading the way, acclimatized to local customs 1 Acquisition is the best policy Western business follows a well-known law: an invincible enemy is a friend (it is said to be from Carnegie, the iron and steel king) This American style business way is as famous as the British style business way of "only eternal interests" These business ideas have a direct impact on Multinational Enterprises' thinking of M & A as the best strategy of market competition From L'Oreal's acquisition of small nurses to Yum's acquisition of small sheep, Nestle's acquisition of Yinlu and xufuji, the acquisition of high-quality local companies, the continuation of local brand operation mode, and the gradual transformation of supply chain and management system, etc., are the most successful landing ways for the localization of multinational companies 2 The market is sinking At the beginning of multinational companies entering China, the price of products was generally higher than that of local products, resulting in the phenomenon that the sales were concentrated in the first and second tier developed cities With the rapid development of urbanization in China, the third and fourth tier cities have become an ideal "emerging" market for consumption base, purchasing power, market start-up speed and marketing ROI (input-output ratio) More and more luxury brands are engaged in channel sinking and terminal intensive cultivation in the third and fourth level markets, and they are competing for new business circles, stores, retail terminals, etc 3 Product localization and product line extension Product localization is that multinational companies begin to transform the content and packaging of their products based on the consumer preferences of Chinese consumers Since 2005, Carlsberg has launched a refreshing "chill" to cater to the tastes of Chinese consumers KFC has steadily introduced such Chinese fast food products as fried dough sticks, soy milk, preserved egg and lean meat porridge Such brand strategies are generally adopted by brands such as automobiles and sporting goods, such as Nike's golf series, BMW's and Mercedes Benz's different series of models, all of which aim to "eat all" the mainstream consumption space of various price bands of categories and compress the space of local brands Key words of « 12345 » paint industry management: paint industry competition is the only way to become stronger From Mickey children's paint to see the winning way of private enterprises, Ya'an refueling, paint people are with you! 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