Inventory! Little Known Life Behind Famous Brands

Before the stage: Kentucky Fried Chicken , Pizza hut East: behind the scenes: multi catering brand strategy to attack the Chinese market -- Yum Sheng Group

Just like a successful brand capturing the hearts of consumers, there will always be a team of dozens of people for their "horse and horse" place marketing, like shopping mall in the capital, such as shopping malls, supermarkets and other well-known brands, those with these brands will often surprise consumers.

Not long ago, the industry came to the conclusion that COFCO and Carrefour caused a great shock to the domestic retailing industry due to conflicts, which affected the cooperation between the two sides. Many consumers wondered: "can COFCO, which sells grain, fight against Carrefour?" if consumers understand the chain of COFCO's many brands, they will understand the importance of cooperation with COFCO for Carrefour.

In fact, the food system industry with Fuling brand is only part of COFCO's many systems. In the food industry chain of COFCO, the dairy industry giant Mengniu is an important part.

Public information shows that in 2009, COFCO and Magnolia investment jointly formed a new company (COFCO Holdings 70%), subscribed new shares to Mengniu, and bought existing shares to the old shareholders. After the completion of the related acquisitions, the new company held 20% of Mengniu's expanded shares and became the largest shareholder of Mengniu. In addition to Mengniu, COFCO also owns a large number of brands purchased by chocolate brands such as golden emperor, beverage brand, wine brand, the Great Wall, canned brand, Meilin, meat brand, Wan Wei and so on.

In addition to its brand, COFCO's COFCO Coca-Cola also controls 11 domestic Coca-Cola beverage production and sales enterprises, and has 16 provinces, municipalities and regions of Coca-Cola's franchise. At the same time, Cofco Coca-Cola Beverages Ltd also participates in the management of many Coca-Cola bottling enterprises through equity participation. The company provides Coca-Cola, diet cola, Coca-Cola, Sprite, Fanta, eye-catching, machin fruit orange, queer, raw leaf tea, Nestle cold tea, ice dew pure water, ice Dew Mineral water, coolle vitamin water and other beverages to domestic consumers.

In fact, compared with COFCO group's food industry, it is also ambitious in the field of commercial real estate. In the context of tightened market regulation policies, commercial real estate has become a real "sweet potato" in the eyes of developers. More than 4 years ago, Xidan's great joy city's retail game made the COFCO smell more opportunities after tasting its sweetness. COFCO announced recently that it will build commercial real estate into the pillar industry of the group. In 5-10 years, it will adopt the "module mode" to replicate 20 stores in the whole country. Behind this huge shopping center layout is COFCO's capital operation and the grand plan of generating money with money.

In addition, reporters also learned that COFCO's Sanli department store in Andingmen is likely to become the location of the next Joy City.

The large state-owned enterprises with multi brand operation are not only COFCO group, but different from COFCO, they also have many famous brands, but they are old signs.

It is reported that Beijing's second business group is a large state-owned enterprise group that takes food cold chain logistics, food manufacturing, meat slaughtering and processing, modern distribution and professional market as leading industries, and takes food research, education, information technology, real estate development and operation, hotel services and property management as important support. The group has a number of well-known brands such as Wang Zhihe, Liu Bi Ju, Tian Yuan, Yue Sheng Zhai, Jinshi, Longmen, GUI Xin Zhai and other famous foods, such as the time-honored brand of food, the palace cake series, Baiyu series bean products, Dahongmen series meat products and so on.

Among them, the first production and sales volume of Wang Zhihe's fermented bean curd is the first in the country, and its products are distributed in more than 30 provinces and autonomous regions of the country and exported to more than 20 countries and regions. The production and sales of Golden Lion soy sauce and Longmen vinegar are the top five in the country and the first in Beijing area; the sales of the Beijing market in the first place; the first production and sales of the Baiyu bean curd and the bean products in Beijing, and the top three of the Beijing market in the palace cake.

According to the reporter's understanding, the group will invest about 300 million yuan of funds to its old brand.

The second business side said that the main reason why the group plans to go public next year is to better develop its old brand.

Wang Tianlin, general manager of the second business group, has said that most of the old brands belong to food enterprises, and the competition is fierce and the profit level is not high. Obtaining capital support can help the old brand expand its capacity, further control its operating costs, and achieve rapid development in the small profits industry.

With the development of its time-honored brand, the Beijing Shenzhen seafood market and the cold chain logistics system of the group have developed rapidly in recent years.

Kentucky Fried Chicken, many consumers may know that it is a famous foreign restaurant giant Yum Restaurant Group's famous fast food brand. KFC has been in China for more than 20 years since it opened its first restaurant in front gate of Beijing in 1987. By the end of last year, KFC has opened more than 3000 restaurants in over 600 cities in China, far more than McDonald's.

When it comes to yum, many consumers may know that the brand of KFC is the pizza hut, which introduces the concept of pizza into the Chinese market. Since the first restaurant opened in Beijing in 1990, by the end of 2010, pizza hut has 500 chain restaurants in more than 100 cities in mainland China, and has become the largest brand of Western leisure food in China. In the early days when pizza hut entered the Chinese market, the brand caused a consumption boom in Beijing and other places, and even the service fee was even charged.

While familiarity with KFC and pizza hut, many consumers may not understand that Baisheng group also has a main brand of Chinese fast food restaurant in China. Oriental White is the first Chinese fast food brand built by KFC under the KFC business model. Since the first restaurant opened in Shanghai in April 2005, the East has already been stationed in Shanghai, Beijing and Guangzhou.