Robroad trade

2006年4月17号在中国，重庆市来自香港，广州，重庆，9个单位和“橄榄树”牌商标激烈竞争的个人拍卖中心，轮流在360倍的要价从263万，开始拍卖底价，3100.0万元，直到交易，最终的橄榄商标白花广东李组。今天，新的橄榄扬帆之旅为“黎败”的时代。日期

委会研究中心的品牌，而本地品牌“白可喜-橄榄”点击脉冲，进入一个我在，希望能发挥向前的目的。为什么不

联合利华，欧莱雅？宝洁和联合利华的喜悦中的斗智斗勇，五颜六色，宝洁论剑中国市场的竞争中战胜敌人暂时华山，主要原因之一是宝洁的洗发水品牌：飘柔，潘婷，海飞丝，沙逊，克莱罗尔角一种趋势是关闭的主流高端市场，以及联合利华夏士莲薄弱，在图书矮星，选手采取高端路线，夏士莲去公共消费，缺少中档品牌，如联合利华收入，橄榄，只需填写空缺此外，联合利华也有兼并和国内品牌的习惯，不论日期的产品在中国牙膏或在老挝柴科遏酱油的食物。作为世界上最大的化妆品公司，欧莱雅护肤品牌长期以来的趋势是铜墙铁壁，它的缺点是个人护理类缺乏清洁用品，欧莱雅，如果通过小护士和羽西的收购橄榄收入是自掏腰包下降直接以填补其空白洗发水类，但也可以是一步妙棋。为什么不拉

方，采矿音乐吗？作为一个地域发展不平衡的结果，分中国市场消费的人群部门，然后拉芳，开采和利用宝洁其他音乐家的优势还没有完全适应当地的市场机制，采取大循环，广告进行了广泛的业务要从批发渠道，硬件砸出一血路，三年或四年的市场，让群众参与，创造消费大众品牌普通的平民。好迪，拉芳，挑选音乐，蒂花展，以作为杰出的代表之一风的电影了。一个不可逆转的趋势：在批发市场下降，日新月异超市结束。拉丰寻求机会已经在批发渠道参与和稳定的前提目标，强大到终端，甚至专门开发了超市的包装，都与装备的专业队伍，在商场超市的专业。一个不可忽视的现实是，消费者对产品形成了长期的意识，习惯，拉芳是批发市场出售他们的货物，不买它，另一方面，经过几年的竞争，拉芳在较低的价格透明度下，其利润的前提，没有多余的利润缴纳苛捐杂税是一种超级品种，这些因素都大大减慢了其过渡的步伐。在香波类的国产品牌，橄榄是唯一并肩舒蕾最后超市品牌表现。方若拉收获橄榄的意志，然后是资源整合的实施，继续建设橄榄港的地位，继续铲除其自有品牌的销售渠道，优势互补，也有幸福的婚姻。为什么不上海家化

，丁一？作为前国内领先的品牌，大哥哥上海家化很长一段时间的沉默，和振兴越来越高上海家化，语音上海家化的：六神沐浴露，花露水和肥皂，护肤类为高，中，低品牌百草集，清肺和净美国和加拿大，高夫，百爱神如香水，洗发水男装品牌也提供了一些低等级的上海家化品牌连锁，是缺乏品牌的洗发水，如橄榄上海家化为正中下怀划分的丁易，目前正在运往集中在超级运营商的事，而且皮肤在护理操作本地终端品牌已经实现了大部分的品牌，在一个小护士富裕嫁入欧莱雅，丝宝护肤品牌-博览垂头丧气联合雅倩后，好雪，李博士退却市正与玉兰油，妮维娅，旁氏，如八八国联军的斗智，尽管丁家适当的产品线延伸到洗发水类，市场表现也一般，如果有适当纳入丁家橄榄，可以迅速弥补了一个完美的比赛，一个天赐的机遇，处于不利地位的类别洗发水。为什么不

尼斯，田七？郦柏作为一个直接的竞争对手，美观大方，与李同一天白天琪一种微妙的表现类别，但从来没有放弃对小天(个人护理产品)的想法报道。但是，由于机会，第一步李白，尘埃落定。为什么不

娃哈哈，五粮液？几年前，娃哈哈宗庆后头船长输入新闻日期已经扩散到中国，早在业界好事者津津乐道，但雷声大，雨点到目前为止，还没有市场的产品出来，如果橄榄娃哈哈韩元对投标作为其腾空品牌，这将冲击天发射日期的一部分，两个食品工业，各种媒体都渴望报告可以节省多少广告费啊！五粮液在一方面在手，三年前推出了“丝绸态势，其中美国和”品牌，勇敢的人，运气不好，一昙花一现，怀着沉重的心情结束，洗衣机。四川，重庆作为一个这个，即使是同一分支，如果五粮液已接近橄榄油，对天时，地利，以及五粮液一天，有一种方法是蜿蜒的道路。

至于申办奥运会，尽管“联合利华，欧莱雅，上海家化，丁乙，拉芳，采乐，好，田七”非常好，但所有的摩擦与橄榄肩膀以上，使橄榄进入“郦拜“

2006年龄四年17，已婚橄榄白利，但长征正在在一个雄心勃勃的目标的第一步，到复杂的原因从以下的品牌理念，产品线的设置，渠道策略，广告是形容一个想象的橄榄新的征程。橄榄

全新的概念。从消费者的角度认识，橄榄是皂甙，皂甙的植物，植物是天然的。 “一个工厂，肉桂橄榄树”橄榄品牌是最宝贵的属性，新的橄榄应继续建立美国药典(独特的销售主张)，中草药这些概念是本地品牌的竞争优势的日期。 “公司+农户的建议”的方式从皂荚产品研发的文化皂甙进行了科学的挖掘和技术含量，从产品质量，建立先发优势。品牌的品牌定位才能找到一个地方，橄榄是头发护理专家。橄榄

新的生产线成立。洗发水，护发，烤膏，定型嗜喱，亮发营养水，脂肪，油，牛奶脂肪，发泥，发蜡，染发剂。

博锐39

的渠道战略。在香波，护发领域，宝洁公司是一系列的优势。勤劳智慧的中国日采取迂回战术，根据自己有限的资源，几个成功的市场运作模式的形成。

(1)流动模式：好迪，拉芳，挑选音乐，花展蒂，与膜的风对大型循环流动模式的主要特征的杰出代表，广告进行了广泛的市场运作了，在批发市场力量，是为了让司机宣传途径分阶段生态链，以影视明星，作为发言人图像周围的省级电视把对消费者的诱惑销售重点，推动消费。

(2)终端模式：丝宝，狄才，中山，由美国和日本的代表。终端的最佳购物商场的主要特点占领模型展示超市的位置，采取了目标消费者人海战术，“1 +1”面对面面对面的服务，在资源有限的广告目标零售销售点。

(3)关闭模式：信婷，柏丽丝作为洗发水类别中的代表。

的力量正在运行的电视广告框架情况下拉芳在同一时间在寻找越来越高的税收，鼓励企业超，他们弥补市场关闭。分销商应确保所有的利润水平的同时，宣布有条件的广告占据了消费者的心。值得一提的是：这是李白在这个封闭运作第一类原始日期。

(4)特殊访问渠道，阿斯比，章代表的华为。

特殊访问渠道，也被称为专业的渠道，这里特别是指发廊，发廊，产品主要集中在洗发水，烤膏，染发剂。

上述特点的主要渠道，新的橄榄应该设计两个产品线套。对于一个封闭的终端和渠道，包装和包装要求，产品组合系列设置从现行立法的经销商，做白代理商，进行渠道资源整合，另一套用于流通的产品，包装应简单，大雅不定制少而精产品直接从批发市场品种目前在全国各地寻求合作伙伴。橄榄

新的广告。橄榄应充分探讨的沉积物和品牌积累的历史，这就是橄榄品牌价值。据报道，香港巨星刘德华2008年奥运会在中国奥运会将成为一首歌曲的主唱，刘德华在娱乐界已经是诚实的，健康的形象。橄榄广告是“黑头发，中国，”它通过华仔解释，即25-50岁的中国消费者来说仍历历在目。建议应遵循由刘德华橄榄形象代言人为新的，集成的高水的规划性和创造性，通过刘德华作为新的橄榄与奥运会有机联系的桥梁，让消费者有一个传说。作为伊拉克战争十几年前，“多一点润滑，减少摩擦团结，”横空出生，名镇江湖润滑油。

昨天所有的荣誉，已成为遥远的记忆，心如果仍然梦想。新橄榄祝福，输入“立白”的时代，只是一个开端，一个良好的未来的道路走一路！ 06.8.9

Entering “Li Bai” new era of Olive journey

April 17, 2006 in China, Chongqing Municipality auction center from Hong Kong, Guangzhou and Chongqing, 9 units and individuals on the “Olive” brand trademark fierce competition, after 360 turns times the asking price, from 2.63 million to start the reserve price auction, 31 million yuan until the transaction, the ultimate Olive trademark white flowers Guangdong Li Group. Today, the new Olive Yangfan journey into the “Li Bai” era. Date

CHC Research Center of the brand while gratifying for the local brand of “white - Olive to” click pulse, into the one I made, hoping to play forward purposes. Why not

Unilever, L’Oreal? Procter & Gamble and Unilever the enemy of joy in the Chinese market battle of wits, colorful, Procter & Gamble论剑huashanica prevail temporarily, one of the main reasons are Procter & Gamble’s shampoo brand: Rejoice, Pantene,海飞丝, Sassoon , Clairol horn was a tendency to shut the mainstream high-end market; and Unilever under Book with weak Hazeline, dwarfs, wrestlers take high-end route, Hazeline go public consumption, are missing mid-range brands, Olive If Unilever income, just fill the vacancies Moreover, Unilever also has the habit of mergers and domestic brands, regardless of date products in the Chinese toothpaste or food in Lao Chai Kee soy sauce. As the world’s largest cosmetics company, L’Oreal skin care brand has long been its tendency was impregnable fortress, and its shortcomings is the lack of personal care category Cleaning Products, L’Oreal acquired through small if nurses and Yue-Sai Olive income will be the fall-out of pocket directly to fill its empty shampoo category, but also be a step Miao chess. Why not pull

Fang, mining music? The Chinese market as a result of uneven geographical development, consumer sub-sectors of the crowd, then pull-fang, mining and other musicians taking advantage of P & G has not yet fully adapted to local market mechanisms, to take big circulation, the advertisement carried out extensive operations to proceed from wholesale channels, hardware砸出a血路, three or four markets, for working the crowd to create mass consumer brand ordinary civilian. Houdy, Lafon, picking music, pedicle of flower show, Gone with the Wind film as one of the outstanding representatives. An irreversible trend: the decline of the wholesale market, supermarket end with each passing day. Lafon seek opportunities have been involved in the wholesale channel and aims at steady premise, the mighty into the terminal, and even developed a specialized supermarket packaging, is equipped with a professional team, specializing in shopping malls supermarkets. One must not overlook the reality is that consumers formed a long-term awareness of products, habits that pull-fang is the wholesale market to sell their goods, do not buy it; On the other hand, after several years of competition, pull-fang their profits in lower prices under the premise of transparency, there is no excess profit to pay exorbitant taxes and levies are a variety of super, these factors have greatly slowed the pace of their transition. In the domestic brands in the shampoo category, Olive is the only shoulder to shoulder with舒蕾, in the end supermarket brand performance. Fang jorat Receive Olive’s will, and then the implementation of resource integration, continue to build Olive terminal status, continue to root out its own branded distribution channels, complementary advantages, but also be a happy marriage. Why not Jahwa

, Ding Yi? As a former leading domestic brands, big brother Jahwa silence for a long time, and revitalize the voice of the increasingly high Jahwa, Jahwa’s: Liushen shower gel, toilet water and soap, skin care category were high, medium and low brand Baicao set, Qing Fei and net United States and Canada, Men’s brands for Gough, hundred Eros as perfume, shampoo also offering a number of low-grade, in Jahwa brand chain, is the lack of shampoo brands, if the Olive Jahwa classified for正中下怀For Ding Yi, is currently being shipped to concentrate on super-operators to do, but also skin care brand in the local terminal of the operation has achieved most of the brands, in a small wealthy嫁入nurses L’Oreal, Bao silk skin care brands - Bolan dejected retreat City after the joint雅倩, good snow, Dr. Li is working with Oil & Ulan,妮维娅, Pond’s, such as Eight-Power Allied Forces battle of wits, although Dingjia appropriate to product line extended to the shampoo category, the market performance was also a general, if the appropriate incorporation Dingjia Olive, can quickly make up for the disadvantaged category shampoo for a perfect match, a heaven-sent opportunity. Why not

NICE, Tianqi? Li Bai as a direct competitor, NICE, Tianqi with Li Bai of the same day in a subtle performance category, but never gave up coverage of the small day (personal care products)idea. However, due to chance, the first step Li Bai, the dust has settled. Why not

Wahaha, Wuliangye? A few years ago Wahaha Qinghou head master to enter the date of the news has spread to China, as early as好事者relish for the industry, but thunder and no rain so far no market for their products coming out, if the Olive Wahaha won the bid for as part of its launch date of brands vacated, which will shock day, and two food industry, various media will be eager to report how much can save an advertisement fee ah! Wuliangye it on hand when the hand, and three years ago launched the “silk posture, among the United States and” Washing of the brand, brave man, bad luck, a flash in the pan, ending with a heavy heart. Sichuan, Chongqing this as one, not even the same branch, if Wuliangye to have been close to Olive, for the weather, favorable terrain, and, Wuliangye day will be a way out of the road, winding paths.

As bidding for the Olympic Games, despite the “Unilever, L’Oreal, Jahwa, Ding Yi, Fang pull, picking music, NICE, Tianqi” very good, but all rubbed shoulders with the Olive over, making Olive entered the “Li Bai”

2006 age 4 years 17, married Olive White-li, but the Long March are taking the first step in an ambitious goal, attributed to sophisticated, from the following brand concept, product line settings, channel strategies, advertising be described as a new journey for the Imagination Olive. Olive

brand new concept. Awareness from the consumer perspective, Olive is saponins, saponins are plants, plants are natural. “One plant, Cassia Olive” Olive brands are the most valuable a property, the new Olive should continue to build the USP (Unique Selling Proposition), Chinese herbal these concepts is the date of the local brand’s competitive advantage. Recommendations of “company + peasant household” approach to the Culture saponins from Gleditsia Product R & D carried out scientific and technological content of the excavation, from product quality to establish first mover advantage. Brand positioning for the brand before you find a place, Olive is the hair care experts. Olive

new product line set up. Shampoo, conditioner, baked ointment, stereotypes嗜喱, Liang-fat nutrition water, fat, oil, milk fat, hair mud, hair wax, hair dye.

vPro 39

channel strategy. In shampoo, hair care area, P & G are a series of dominance. Hard-working and day of the Chinese intelligence to take circuitous tactics, according to their own limited resources, the formation of several successful market mode of operation.

(1)flow mode: Houdy, Lafon, picking music, pedicle of flower show, Gone with the Wind film for which the outstanding representatives of the main characteristics of the flow pattern for large circulation, the advertisement carried out extensive market operation, force in the wholesale market in order to let drivers promotional channel phased ecological chain; to Movie Star, as the image of the spokesman to the provincial level around the TV to put the focus on consumers lured sale, driving consumption.

(2)Terminal Mode: filament Po, Di Cai, Zhongshan, represented by the United States and Japan. Terminal model for the occupation of the main features of the best shopping malls to display the location of the supermarket, to take human sea tactics of the target consumers, “1 +1″ face-to-face services, the limited resources on ads targeted to the retail sale point.

(3)closed mode: letter-ting,柏丽丝as the representative of shampoo category.

Lafon in the absence of strength in the framework of running TV ads, at the same time looking at the increasingly high taxes discourage business super, they make up the market closed. Distributors should ensure that all levels of profit, at the same time declared advertising conditional occupying the mind of consumers. Worthy of note are: It is Li Bai in the original date of the first category of this closed mode of operation.

(4)special access channels, Asbjørn, Chapter on behalf of Huawei.

special access channels, also known as professional channels, here refers specifically to hair salons, hair salons, the product concentrated in the shampoo, baked ointment, hair dye.

main channel for the above characteristics, the new Olive should be designed two sets of product lines. For a set of terminals and closed channels, packages and packaging requirements, product portfolio series, from the current legislation of the dealer to do white agents, to carry out the integration of channel resources; another set of products for circulation, packaging should be simple, Taiga does not custom Fewer but Better Product Variety directly from the current wholesale market throughout the country to seek partners. Olive

new advertising. Olive should fully explore the history of the accumulation of sediments and brands, this is where the Olive brand value. It is reported that Hong Kong star Andy Lau 2008 Olympic Games in China will be one song lead singer, Andy Lau has been in the entertainment industry are honest, healthy image. Olive advertisement was “black hair, Chinese,” It is through华仔interpretation, which is 25-50 year-old Chinese consumers are still fresh in our memory. Recommendations to be followed by the image of Andy Lau Olive spokesmen for the new, integrated one high-water planning and creativity, through Andy Lau as a bridge to the new Olive organic links with the Olympic Games, so that consumers have a legend. As the war in Iraq a dozen years ago, united with “a little more lubrication and less friction,”横空born, famous town Jianghu lubricants.

yesterday when all of the honor have become distant memories, the heart if, still dream. Blessings of the new Olive, enter “立white” era, only a start, the future path of a good walk all the way! (06-8-9)

Tags: brand, market, new, olive