洋品牌的中國生意經

通用磨坊

????包裝消費品公司通用磨坊（General Mills）總部位于明尼阿波利斯。通用磨坊大中華區總裁朱璽表示，公司在中國市場采取了中西結合的經營方式。就拿妙脆角（Bugle）來說，朱璽發現，中國大多數青少年和年輕人喜歡吃咸味零食。于是，公司推出了20種不同口味的零食，如烤肉味和紫菜味，而且每年會推出一到兩種新口味，以維持消費者對品牌的興趣。其中最受歡迎的是美式茄汁味妙脆角。雖然這種口味明顯受到西方影響，但卻并沒有在美國銷售。

????哈根達斯（Haagen-Dazs）是這家公司在亞洲的另外一個大品牌。朱璽稱：“我們（對哈根達斯）的規劃和商業模式與在美國和歐洲存在很大區別。”【在美國和加拿大，哈根達斯品牌被授權給雀巢（Nestle）】。在中國，公司在高端購物中心和酒店開設了全方位服務的哈根達斯豪華餐廳。過去，大多數口味更多是面向美國或歐洲市場，許多種類都有巧克力底座。而在過去幾年，公司陸續推出了荔枝味、紅豆味、綠茶味、芒果味和百香果味。而且，公司的月餅業務也非常成功。每逢中秋節，它的月餅銷售都非常火爆。朱璽稱，哈根達斯用冰淇淋制作月餅，使這家公司一躍成為中國頂級月餅制造商之一，每年的月餅銷售200萬盒。

General Mills

????The Minneapolis-based consumer packaged goods company takes a West-meets-East approach to its Chinese market, says Gary Chu, president of greater China for General Mills. Take the Bugle, a corn-based chip. In China, mostly teens and younger kids eat salty snacks, he notes. The company offers 20 different flavors, like meat and seaweed, and introduces one or two new varieties annually to keep them interested in the brand. The most popular is American Ketchup, which, despite its clear western influence, is not even available in the U.S.

????Haagen-Dazs is one of the company's biggest brands in Asia. "Our road map and our business formula [for Haagen-Dazs] is very different than the States and Europe," Chu says. (The brand is licensed to Nestle in the U.S. and Canada.) In China, the company runs full-service Haagen-Dazs restaurants with a luxury vibe in high-end malls and hotels. In the past, most of the flavors had been more oriented toward the U.S. or Europe, and many had a chocolate base. But in the last few years lychee, red bean, green tea, mango, and passion fruit have emerged. They've also had success producing mooncakes, which are exchanged widely every year as part of an annual festival. Haagen-Dazs, by putting an ice cream twist on the mooncake, has become one of the top manufacturers of the product in China and sells 2 million boxes every year, says Chu.