Wal-Mart manufacturing brand crisis [2]

Analysis: [1] [2]

Keyword: brand Wal-Mart manufacturing brand crisis branding brand

Provider State of mind

Apparently, Wal-Mart private brand products of direct competitors is in the tens of thousands of vendors, this holds the shelf guy would result in the vendor's dissatisfaction with a big problem. Qingdao-all food co., Ltd. (hereinafter benefit) is a professional production of snack products business, the company was held in Shanghai in 2004, the international food and beverage exhibition and Wal-Mart procurement acquaintance. After almost 9 months of consultations and visits, began early last year, to Wal-Mart supplier to Wal-Mart do three brand, 5 flavor, peanut, Huey is Wal-Mart sales has more than 200 million.

Hui are specialized OEM production, do not do your own brand. In addition to Wal-Mart supplier for two of the world's large retail enterprises in the country is to Qingdao Beer refreshment products. The company production base is located in China's largest production base of Shandong of nuts and 11 years of export experience.

The company General Manager Luo bin that Huey in total sales in 2005, only 20 million, but also in terms of building a brand is the desserts, so cooperation with Wal-Mart is giving brings considerable benefits. He estimated that in 2006 it at Wal-Mart's sales will double, and is in consultation with the Wal-Mart, one product project will likely enter Wal-Mart's global system.

In collaboration with Wal-Mart, Luo bin see more benefits: firstly, the accounts receivable risk-free period of 60 days, never owed; does not need advertising, sales, and I'm very little marketing cost dramatically lower, enterprise management chain is simple. -All current employees have 135 people, other peer-to-scale production and sales of all this, at least on sales to more than 20-30 people.