億滋國際

????奧利奧（Oreo）是最具美國特色的美國產(chǎn)品,，在中國也是領(lǐng)先的餅干品牌,。外國公司如何進入中國市場？奧利奧就是最好的例子,。億滋國際（Mondelez International）中國區(qū)公司與政府事務(wù)總監(jiān)車飛通過郵件表示：“我們對GLOCAL（全球化與本土化結(jié)合——譯注）方式充滿信心——不會簡單照搬我們在其他市場的做法,。”

????2012年,，這家公司中國業(yè)務(wù)的收入中約有30%來自新產(chǎn)品創(chuàng)新,，而整個億滋國際新產(chǎn)品創(chuàng)新所帶來的收入僅占13%。這也是為什么奧利奧在中國有各種不同的口味和樣式,。鑒于華夫餅在餅干市場占有很大一部分份額,，因此，公司開發(fā)出了傳統(tǒng)白奶油包裹巧克力的奧利奧華夫餅,。

????今年夏天,，中國的餅干消費量有所下降。這家公司的解決方案是什么呢,？它推出了綠茶和香草冰淇淋味的奧利奧,，可以給消費者帶來涼爽的感覺。據(jù)這家公司稱,，冰淇淋味餅干的受歡迎程度排在第二位——原味奧利奧在中國依然最受歡迎,。甜橙加芒果和藍莓加樹莓等口味的繽紛雙果味夾心餅干也非常受歡迎。

????得益于奧利奧的推動下,，億滋國際在中國的餅干業(yè)務(wù)在2012年增長超過20%,。去年，它在中國的業(yè)務(wù)增長了25%,，超過10億美元,。僅奧利奧品牌在發(fā)展中市場的規(guī)模就已經(jīng)超過了10億美元。

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.