洋品牌的中国生意经

亿滋国际

    奥利奥（Oreo）是最具美国特色的美国产品，在中国也是领先的饼干品牌。外国公司如何进入中国市场？奥利奥就是最好的例子。亿滋国际（Mondelez International）中国区公司与政府事务总监车飞通过邮件表示：“我们对GLOCAL（全球化与本土化结合——译注）方式充满信心——不会简单照搬我们在其他市场的做法。”

    2012年，这家公司中国业务的收入中约有30%来自新产品创新，而整个亿滋国际新产品创新所带来的收入仅占13%。这也是为什么奥利奥在中国有各种不同的口味和样式。鉴于华夫饼在饼干市场占有很大一部分份额，因此，公司开发出了传统白奶油包裹巧克力的奥利奥华夫饼。

    今年夏天，中国的饼干消费量有所下降。这家公司的解决方案是什么呢？它推出了绿茶和香草冰淇淋味的奥利奥，可以给消费者带来凉爽的感觉。据这家公司称，冰淇淋味饼干的受欢迎程度排在第二位——原味奥利奥在中国依然最受欢迎。甜橙加芒果和蓝莓加树莓等口味的缤纷双果味夹心饼干也非常受欢迎。

    得益于奥利奥的推动下，亿滋国际在中国的饼干业务在2012年增长超过20%。去年，它在中国的业务增长了25%，超过10亿美元。仅奥利奥品牌在发展中市场的规模就已经超过了10亿美元。

Mondelez International

    Oreo, the most American of American products, is the leading cookie brand in China. It's the perfect case study for how the company approaches the market. "We believe in the GLOCAL approach—not just copy everything from global," writes Fei Che, director of corporate and government affairs Mondelez International's China business, in an email.

    In 2012, some 30% of revenue for the company's business in China came from new product innovations, outpacing the 13% posted for Mondelez International as a whole. That's why in China, you'll see the Oreo taking on different flavors and forms. Wafers are a big part of the cookie market, so the company makes an Oreo wafer stick with the regular white cream filling, coated in chocolate.

    Cookie consumption drops in China in the summer. The solution? Green tea and vanilla ice cream flavored Oreos, which produce a cooling sensation. The company says the ice cream flavors are its second-most popular--original Oreo is still king even in China. Double-fruit flavor filling combinations like orange-mango and blueberry-raspberry are also a hit.

    The Oreo business has helped push Mondelez International's biscuit category in China up more than 20% in 2012, with the China business growing 25% last year to cross the $1 billion mark. Oreo alone has surpassed the $1 billion dollar brand milestone in developing markets.