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方便面行业本来是成熟行业,产业集中度很高,行业龙头康师傅的市场份额超过55%,这样的行业,其基本格局应该尘埃落定。然而,销售额曾经居行业第四位的统一发现了两个重要的机会:一是行业大口味的机会。按辣味与不辣划分的口味中,占比63.3%的不辣口味有一个战略性大口味——康师傅红烧牛肉面。占比36.7%的辣味中居然没有一个大口味,并由此开发出“统一老坛酸菜”这个大单品;二是“通路终端化”
The instant noodles industry was originally a mature industry with high industrial concentration. The market share of the industry leader Master Kong exceeded 55%. The basic pattern of such industries should be settled. However, the unification of sales that once ranked fourth in the industry has found two important opportunities: First, the industry’s great taste. Among the spicy and non-spicy tastes, the non-spicy taste, which accounts for 63.3%, has a strategically large taste - Master Kong Braised Beef Noodles. In fact, 36.7% of the spicy flavors do not have a big taste, and thus developed a “single old altar sauerkraut” this large single product; the second is “access terminal”