Haagen-Dazs from Europe started in 1989 and is 5-10 times more expensive than regular ice
cream.n price there is no real advantage. However, it adopted a unique marketing strategy, and quickly
occupiedthe market, a top ice cream brand.
Haagen Dazs did not set up shops in ordinary supermarkets or grocery stores. Haagen Dazs leisure
fashion shops are in busy sections of malls. Thelayout is carefully planned to create an elegant atmosphere, and sometimes, a flagship(旗舰) store layout will cost several million dollars.
Compared to other ice cream brands, Haagen Dazs consumers are tightly grouped. It is understood
that Haagen Dazs seldom does television advertising. The majority of ads are highly visual impact of the
print ads. In particular many advertisements lock those pyramid tip consumers. Moreover, as long as the
consumer spending 500 yuan to fill in a small form can become their members, these members will be
regularly sent advertisements by direct mail. Praise of customers is a powerful weapon for Haagen Dazs.
There is always much creative ingenuity (独创性) in Haagen Dazs advertising, so it is remembered by
the people.
☆initial advertisements such as: "Delicious Haagen Dazs, like 24K gold, Japan Kobe beef, original
palm oil, mushroom truffles and Chinese ceramics, Tiffany Africa …what "ice cream" was waiting for".
☆ "love her, let her eat Haagen Dazs" This classic sensational advertisement attracted more numerous Haagen Dazs lovers who become regulars.
Today, Haagen Dazs has 55 countries in the world with approximately 700 stores with annual sales of
more than 1 billion US dollars (about 8.28 billion yuan). Haagen Dazs has become the world"s most
popular top ice cream brand. In the United States, its market share is 6.1%, 1% in France, 4.6% in Japan, 4% in Singapore and 5% in Hong Kong.
Determined to take the "Qugaohegua" line, Haagen Dazs has combined accurate positioning in the
marketplace with dedicated brand goals. This is the real secret of success.
Gaochun County, a picturesque county in east China"s Jiangsu Province, was expected to be named the first "slow city" in China in November this year.
The arrival of Pier Giorgio Oliveti, chairman of the World Slow City Union, raised the idea of a slow
city, which has become popular all over the world. In Shanghai, Oliveti said that the slow city movement
was founded in his hometown of Italy in October of 1999. "Italy is the birthplace of slow food, which
emphasizes nutrition, flavor and taste," he said.
Oliveti said the idea of a slow city has also expanded constantly during its development, which has led
to some special requirements today. For instance, the slow city always emphasizes a small town and its
residents, keeps a unique identity, characteristics and keeps the natural state of the town. It adopts
technology without losing traditional customs and offers to provide a clean environment, a fair deal and
healthy food for all. In addition, the slow city has to be eco-friendly with a population of no more than
50,000, and it must be deeply devoted to protecting and keeping the purity of the natural environment as
well as greatly promoting and carrying out sustainable (可持续的) development technologies.
The ecological tour of Gaochun County includes an area of about 49 square kilometers with around
20,000 residents. It has a lot of tea, bamboo fruits, herbs (草本植物) and other green food ecological
bases as well as rich folk culture resources.
There are now 135 slow cities in 24 countries across the world that have been named since the
founding of the organization in 1999.
During the past few years,scientists the world over have suddenly found themselves productively
engaged in the task they once spent their lives avoiding-writing,any kind of writing,and particularly letter
writing.Encouraged by electronic mail"s surprisingly high speed,convenience and economy,people who
never before touched the stuff are regularly,skillfully,even cheerfully tapping out a great deal of
correspondence.
Electronic networks,woven into the fabric of scientific communication these days are the route to
colleagues in distant countries to share data,bulletin boards and electronic journals.Anyone with personal
computer,a modem and the software to link computers over telephone lines can sign on.An estimated five million scientists have done so with more joining every day,most of them communicating through bundle of
interconnected domestic and foreign routes known collectively as the Internet,or net.
E-mail is starting to edge out the fax,the telephone,over-night mail,and of course,land mail.It shrinks
time and distance between scientific collaborators,in part because it is conveniently asynchronous (writers
can type while their colleagues across time zones sleep;their message will be waiting).If it is not yet
speeding discoveries,it is certainly accelerating communication.
Jeremy Bernstei,the physicist and science writer,once called E-mail the physicist"s umbilical cord (生命线).Lately other people,too,have been discovering its connective virtues.Physicists are using it;college
students are using it;everybody is using it,and as a sign that it has come of age,the New Yorker has
celebrated its liberating presence with a cartoon-an appreciative dog seated at a keyboard,saying
happily,"On the Internet nobody knows you"re a dog."
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