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在国内的消费品行业,有一种普遍的现象:当一个新的产品出现并畅销后,马上就会引来很多的跟进者。比如,在软饮料行业,统一推出果汁类饮品“鲜橙多”之后,国内的很多企业都推出了很多类似的果,汁产品,从包装到内容都非常相似;乐百氏推出的“脉动”卖火了以后,又有很多同类跟进者。但是在这只争先恐后的跟进队伍中我们很难看到国外公司的身影,即便有,也决不是简单的跟进。比如,可口可乐也曾推出果汁饮料“酷儿”。但是很显然,“酷儿”并不是简单的模仿。
In the domestic consumer goods industry, there is a common phenomenon: When a new product appears and sells well, many followers will soon be attracted. For example, in the soft drinks industry, after the introduction of juice drinks and “fresh oranges,” many domestic companies have introduced many similar fruit and juice products, which are very similar in terms of packaging and content; Robust’s ““ After pulsing and selling, there are many similar followers. However, it is difficult to see the presence of foreign companies in this scrambling team. Even if there are, it is by no means a simple follow-up. For example, Coca-Cola has also launched a juice drink ”queer“. But obviously, ”queer" is not a simple imitation.