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1、喜之郎认知之道与品牌扩张（Langalongwiththecognitionofbrandexpansion）Singleproductmarketshareof83%,foramassconsumergoodsbrand,whatdoesitmean?Amiraclethatishardtoreproduceandaninsurmountablebenchmark!99yearsCVSCnationalcityconsumersurveyshowedthatXizhilangjellymarketshareupto83%,morethansecondlea
2、dingbrandsof80%,istheonlylocalbrandshavea"first"absolutemarketshare.Thisisasingledata,enoughtomakestrongbrandstoryasthemarketwasonthedeskstudyandletapersonwouldstand.ItisverydifficulttofindsuchastrongbrandinthemarketmayChina:Areaoffocusonacorneroftheoriginalbrand,duetotheimplementa
3、tionofthenewbrandstrategy,inmanydomesticbrands(includingsomeforeignbrands)attack,quicklygobeyondindustrypredecessors,toppedathrone,tobecometheworld'slargestjellyproductionenterprises.Itssuccesshasledtoarevolutionarychangeintheindustry,frommustardtoawellknownindustry;Thissuccess,cou
4、pledwithitsterseadvertisinglanguage,makesthebrandsynonymouswiththeindustry;Itdevelopedanothersimilarbrand,inashortperiodoftimetobecometheindustry'sfirstlineofbrand,inthemarketcreatedamonopolyoftwoyuanmiracle,andthisbrandfissionmovementhasbeenunfoldingformanyyears.Thebrandmanagement
5、activitiesinGuangdongsince1996forthewholeadvertisingintotheagentstarted,hasentereditseighthyear,thebrandexpansionlineperformanceisverysuccessfulcontinues.Whenjellyorpudding?"ForconsumerstounderstandtheXizhilangjellybefore,asanewformofindustryinthedomesticmarketisstilllittle-known.U
6、nderstandtheXizhilangsuccess,wemustfirstunderstandthebasiccharacteristicsofjellyproductsanddevelopmentbackgroundinChinamarket.Jellyisasmallfoodmadeoffruitjuiceandseaweedextract.Theformeriscalled"Boudin(Pudding)"Westernfooddessert.Itlookslikeawatergem.Itisfullofpleasure.Exoticflavor
7、,lowvalue-added,lowtechnologycontent,highdegreeofhomogeneityisthebasicattributeofthistypeofproducts.Judgingfromtheoriginalmarketview,thenecessityandpossibilityofbrandbrandingofthislowconcernproductisnotbig.TheearliestproducerofjellyinChinawasin1985,andthepioneerwastheGreatWallfoodf
8、actoryinTianjin.TheShenzhe
