The United States Hufei Bicycle Company occupies the four words old, big, famous and special: it was built in 1928 and has an old brand; The annual sales volume accounts for 40% of the United States, the amount of 264 million US dollars, the scale is large, ranking first among the four major bicycle manufacturers in the United States, the reputation is high, the subordinate YLC company specializes in assembly and warranty, as many as 4,000 service outlets, has spread throughout the United States, has business characteristics. According to market research, there are more than 100 million bicycles in the United States, but consumer demand is still very large, because of the high replacement rate and fast speed, adults use it for physical fitness and bodybuilding, and are competing with ball games and running for second place. With its own strength and a good consumption environment, Hufei Company should have lived safely, but unexpectedly, seven disasters and eight disasters followed, and the danger and bad luck came uninvited.

First of all, Taiwan, Japan, and South Korea took advantage of the low import tariffs of the United States to promote self-produced vehicles and seize half of the American vehicle market; Then Britain, France, and Germany dumped parts, making American bicycles have no domestic products to speak of. When foreign forces come, the first to bear the brunt is naturally Hufei, and domestic opponents are taking advantage of the situation to force behind: the second largest manufacturer, Murray, quickly surpassed Hufei in terms of production and sales growth with a fierce offensive; Old three Sc

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The company is dedicated to sports vehicles and monopolizes the adult market; The fourth child outflanked the Hufei market; Other major companies have their own strengths and occupy a place in the market.

In the face of such a harsh situation, Hufei Company made a determination to break the kettle and resolutely resorted to a plan to hide from the world: signed a long-term monopoly contract with Raleigh Company of the United Kingdom and obtained a license; Manufacture and sell Raleigh products in the United States as the sole agent; Take advantage of the trademark privilege to brand your products with the Raleigh trademark. This is a clever plan that other large American companies cannot think of and will not do.

In order to save the urgent need, Hufei first used the Raleigh trademark, and quickly obtained the two major benefits of attracting customers and entering the sales channels of opponents. Because Raleigh is the second largest trademark in the U.S. bicycle market, giving people the elegant impression of "a humble gentleman riding on the tree-lined streets of England, leisurely", American adults are pursuing this visual image; Moreover, Raleigh's trademarked products are mainly sold in specialty stores in the United States. After Hu Fei borrowed the British trademark to quickly open the market, and then used the convenience of the only agent, while selling Raleigh company products, while renting a production workshop, expanding the production of its own products, in the name of "Raleigh Bicycle Company of the United States", dignified into the franchise professional store, the value of the price increased sharply, the unit price jumped to between 245 US dollars and 1400 US dollars, and the market retention rate of Hu Fei rose sharply.

The success of the Hufei company is to use the technique of "hiding from the sky and crossing the sea" to make the "Hufei" bicycle internationalized and popular in the American market.