American Reserve Group 1 Pre-operation

Maychu Group is in the rising period from 1993 to 1998, which is the stage of its rapid development. This achievement benefits from the Group's strong financial support and flexible marketing strategy. Beijing Meichu has always attached great importance to market development, and set up a professional sales team very early, with more than 40 people at the largest scale. These salespeople mainly come from three directions. One is from Beijing Dahongmen Instant Noodles Factory, who is experienced and familiar with the Beijing market. The other is from major foreign-funded food enterprises with advanced sales management experience and food market sales experience. Some directly recruit fresh graduates from well-known universities in Beijing. Such a large-scale sales team has made great contributions to the establishment of a complete sales channel for American chefs in the instant noodle market in Beijing.

At that time, Meichu Group attached great importance to this sales team, invested a lot of money in sales, established a standardized training system, and invited many marketing experts to train these sales staff at that time, which improved their sales actual combat ability from both theory and practice. Chef Mei also formulated a standardized sales manual and sales policy, and made written specifications on all aspects and details of sales, which was very advanced in the China market at that time. At the beginning of the United States, it operated in the urban market according to the distribution of retail outlets, selected dealers to serve retail outlets in various regions, and equipped sales staff to assist dealers in their work, which strengthened the in-depth and meticulous work of the terminal; Mei Chu attaches great importance to the service to dealers, which is reflected in helping them expand their business and serve customers. In the urban area, Chef Mei sent people to help dealers promote, serve subordinate retail outlets and strengthen terminal sales force. In addition to daily distribution and tally, ordinary salespeople even need to know the birthday and hobbies of the store yard manager. Due to meticulous and standardized work, the share of instant noodles in Beijing instant noodle market once reached 40%, surpassing Master Kong and Uni-President.

Beijing Meichu is also quite innovative in marketing and publicity. Beijing Meichu is the first food enterprise to choose body advertisement. 1994 bought out all the bus bodies of 103, and released outdoor advertisements for instant noodles of American chefs, which had a great influence at that time. The chef's "overjoyed" and other promotional activities are also very effective in its sales. They put all kinds of beautifully designed small gifts into instant noodle boxes. These measures have a good effect on stimulating dealers and promoting consumers to buy. Chef Mei also subdivided the market and sought breakthroughs from some special markets. They are also very successful in developing the school market and kindergarten market. Chef Mei also chooses to do activities in the community often, which combines public relations with sales, which has a very direct effect on bringing consumers closer and promoting sales. It should be said that chef Mei's early market development and promotion is very innovative and effective, and her marketing ideas are novel. These effective marketing efforts have promoted the sales of Chef Mei in Beijing market. It is said that the first batch of people who worked as sales representatives in Beijing Meichu are basically sales managers of other enterprises now, which shows that Meichu Group has trained a group of professional sales managers in marketing and made great contributions. The success of American chefs is inseparable from successful product development. Chef Mei's fried chicken instant noodles with black pepper and onion in China market are very popular. The product strategy of Meichu is based on Master Kong of Ding Xin Group, and the products are mainly middle and high grade, but the price is always slightly lower than that of Master Kong and unified similar products.

At most, Chef Mei's product line has reached five categories and more than ten flavors. In addition to the most popular instant noodles with black pepper and fried chicken with onion, Chef Mei has also developed new varieties of instant noodles with twins, instant noodles with foreigners, instant noodles with big food club, mixed noodles with Chef Mei, and paired with dragons and phoenixes. The products are mainly middle and low grade, occupying almost the whole product line, and have the product scale to compete with Master Kong and Uni.