From the vertical and horizontal expansion of the two aspects of the successful Excelle market. The so-called vertical is the task of digging out the existing market customer needs. We can face the market divided into the following business on several levels (such as chart 4), at the core of the brand's loyal users and a focus on customers, competitors often can not easily be taken away, while the most critical is that ordinary users and the market potential users within, because competitors are constantly changing, these users are likely to be impressed by opponents of new initiatives.