On April 27th, 2007, Unilever, an international fast-moving consumer goods giant, held a press conference in Beijing, announcing the official launch of Qingyang, the first new product launched by the company in the past decade and the first dandruff shampoo in China. During this period, Unilever executives even pointed out that starting from this year, it will seize the tens of billions of dandruff shampoo market in China by virtue of its professional advantages in the global dandruff shampoo field.
"If someone cheats you again and again, all you have to do is dump him immediately"-this is the slogan in Qingyang business. In the current competitive and complicated market environment, it is meaningful to celebrate the voice of foreign self-confidence outside the picture. In the past month, Qingyang shampoo advertisements endorsed by Xiao S (), a famous artist in Taiwan Province Province, have frequently appeared in various high-end magazines and occupied the core position of outdoor advertisements in major cities in China. At one time, TV sets-CCTV, satellite TV and local TV stations-turned on, and advertisements were everywhere, objectively forming a growing "Qingyang complex".
Under the background of pervasive and seamless advertising realism, the author is not only infected by Xiao S's calm self-confidence, but also deeply touched by his "new idea" of promoting dandruff removal.
Using Black Valentine's Day to Open a New Position of Implantation Marketing in China
What is the hottest brand at present? I believe many people will answer Qingyang and its leading black Valentine's Day fashion. Speaking of the popularity of Black Valentine's Day, we have to mention the second season of the current hit drama "Ugly Invincible" created by Hunan Satellite TV. It is the clever use of product marketing and seamless offline operation in the play that makes Qingyang set off a "black whirlwind" this winter.
Clear water produces hibiscus, and personality flies.
On February 28th, 2007, the first anti-dandruff shampoo Qingyang brand, which was praised by the outside world as Unilever 10, was officially launched in China. Unilever even promoted men's shampoo and described Qingyang's future goal in a high-profile way: sharpen a sword in ten years and aim to win the championship!
On April 27th, 2007, a new product launch conference of Qingyang dandruff shampoo was held in Beijing, and its advertising spokesperson, Xiao S (), a popular artist in Taiwan Province, was invited to make an appearance. In addition to sharing my own experience in hair care and dandruff removal, I also skillfully expounded my understanding of Qingyang brand-the style should be brilliant, and it is more elegant without dandruff!
At this point, the brand promotion of Qingyang brand in Chinese mainland market officially began.
According to official website, Qingyang Company under Unilever, Qingyang is the research crystallization of French Qingyang Technology Center. The breakthrough of the added value of the product lies in the desquamation of "Vita Mineral Group", which has global patents and clinical trials, and registered trademark intellectual property rights for "Vita Mineral Group". In the past 65,438+00 years, Unilever R&D Center has conducted clinical experiments for more than 3,000 consumers in China, in order to learn more about the scalp conditions and problems of consumers in China, so as to provide consumers in China with more detailed dandruff-removing products. According to the information disclosed by Unilever, it has been working hard to develop anti-dandruff products suitable for China people.
Before entering China, Qingyang has become the first brand in the dandruff removal market in South America, Europe and Southeast Asia, and its dandruff removal effectiveness has been confirmed by hundreds of millions of consumers. The senior management of Unilever (China) Company publicly stated that the vacancy of professional anti-dandruff products is the biggest problem facing the current anti-dandruff market. Unilever enterprises are full of confidence in Qingyang's future performance in China market, relying on decades of professional anti-dandruff research experience.
After more than ten years of market cultivation and development, Head & Shoulders' anti-dandruff market and anti-dandruff complex have long been deeply rooted in people's hearts. When people think of dandruff removal, Head & Shoulders is the first thing that comes to mind. In addition, with the promise of "removing dandruff without hurting hair", Feng Ying also occupies a place in this market segment. According to the professional market survey data, 80% of the dandruff market share has been occupied by P&G Head & Shoulders brand, while many local brands are nibbling away the remaining 20% of the market stock. In contrast, polarization is very serious.
The concept of dandruff removal has always been an important appeal point in the shampoo market, and the market competition is extremely fierce. On April 2nd, the Science Department of Chinese Medical Association announced that a recent online survey of 535 1 person showed that 60% people were dissatisfied with the dandruff removal effect. It can be seen that consumers' recognition of anti-dandruff brands is not ideal, and the market potential is still huge. Under this demand, the "high profile" and "self-confidence" of Qingyang brand will undoubtedly have a fundamental impact on the competitive order and market structure of the dandruff market.
Although Qingyang brand is the first brand launched by Unilever in the past ten years when it entered the China market, it is not only aimed at the China market. According to the senior management of Unilever (China) Company, Qingyang was born in 1973 and sold in Europe, Southeast Asia and other markets, with more than 6,543.8+billion consumers worldwide. Before Qingyang entered the Chinese mainland market, its listing in the Southeast Asian market was a great success. It is reported that Qingyang's sales in Singapore, Indonesia, Thailand and other Southeast Asian countries have been rising since its listing, and its market share once exceeded P&G Head & Shoulders 10 to 20 percentage points.
At present, the total sales volume of domestic shampoo market is close to 20 billion, of which anti-dandruff products account for more than half. Unilever reveled in the huge market demand and business scale, and then put forward that Qingyang will become the leading brand in China shampoo dandruff market in the next three years.
Suddenly, like a night of spring rain, the petals of ten thousand pear trees were blown open.
On March 25th, 2007, as Qingyang brand began to advertise all over the country, Qingyang began to enter people's field of vision and life with its clear water and flying personality.
Self-confidence and self-confidence, continue to write the chip-free complex
According to the data of "Investigation Report on Scalp Health of Residents in China" published by china health care association in 2007, since the problem of dandruff was first raised in the mid-1980s, the proportion of people suffering from dandruff in China has not been controlled, but has increased greatly in recent 20 years. In addition, the expenditure of100 billion yuan has not effectively controlled the dandruff problem. Correcting its causes-four misunderstandings, such as "paying more attention to cleaning than nourishing, unbalanced scalp nutrition, bad habits of mixed shampoo and shampoo and hair care", directly led to the difficulty of removing dandruff in China for 20 years.
From the medical professional point of view, the growth of dandruff is caused by the overgrowth of fungi on the scalp, and the removal of dandruff should be based on killing fungi. Many dandruff shampoos only focus on "treatment"-washing away dandruff from hair, ignoring the product mechanism of combining "prevention" with "treatment" and treating the symptoms first. Therefore, since 1988 China first appeared dandruff products, the dandruff problem of China people has been more than just.
Looking at the domestic daily chemical market, the consumer education and market cultivation in the dandruff market have gone through a long process. Today's dandruff market is undoubtedly a relatively mature market field, and there is no need for deliberate guidance and excessive education and consumption.
In view of the blind spot in the target market, combined with the characteristics of the market, the Qingyang Global Technology Center under Unilever has been carefully researched and developed, and has passed the effective test of the target population, and has launched a series of products (34 items) covering shampoo, hair care and other fields, and for the first time launched a series of products for men's needs, including multi-effect moisturizing maintenance, strong and healthy hairstyle, deep nourishing vitality dandruff shampoo, conditioner, hair mask and other products.
In order to promote Qingyang to become "the most trusted professional brand of scalp care for consumers", first of all, in terms of product competition technology, Unilever established Qingyang Global Technology Center; Secondly, in terms of effective added value of products, Unilever implanted the core technology of Vita Minerals Group into it; Furthermore, in terms of market guidance and educational consumption, Unilever vividly described the concepts of scientific shampoo and gender difference; Finally, in terms of market cultivation and brand promotion, Unilever not only paid equal attention to online advertising and offline advertising, but also launched an activity marketing campaign-"Thousands of people accepted the dandruff challenge and won a fashion trip to Paris".
The emergence of self-confidence is a sign that it will build the shampoo front of Unilever Kingdom with the isomorphism of Lux and Xia Shilian.
A young age when all trees and grass are in danger.
For a long time, in the shampoo war between P&G and Unilever, P&G has an absolute advantage in the direct competition with Unilever in terms of brand influence, market scale and market share. Especially in the dandruff shampoo market, Unilever has never had a leading brand to compete with P&G's Head & Shoulders.
As a new brand launched by Unilever for the first time in ten years, Qingyang aims to make up for and improve its shortcomings and defects in the dandruff market competition.
However, with the new listing of Unilever's Qingyang brand, the domestic shampoo market, which was originally depressed and calm, began to be filled with a strong smell of gunpowder.
As a brand holder, Unilever is not only one of the largest consumer goods manufacturers in the world, but also one of the companies with the largest brand promotion and advertising budget in the world. It invests nearly 50 billion RMB every year to promote its brands including Lux, Ponzi, Xia Shilian, Dove, Mystery, Geno, Zhonghua, Lipton and Lipton.
According to relevant sources in the industry, Unilever plans to prepare a market expense budget of not less than 300 million yuan for the marketing of Qingyang brand to ensure the orderly promotion of advertising investment, business sales and brand.
In order to effectively promote the listing of Qingyang products, Unilever (China) Company has made great efforts in media promotion. In the nationwide marketing stage, apart from following the heavy investment of traditional TV media such as CCTV and local satellite TV, Qingyang has spared no effort in resource development and system integration of emerging media. When ordinary consumers shuttle back and forth in scattered Qingyang outdoor advertisements, put them on the magnificent road media and enter major domestic portals, the information of enhancing self-confidence and dandruff removal is being fully instilled with interest, consumer education and brand guidance.
When the rain comes, a new round of "anti-dandruff war" is on the verge.
When people are still arguing about her domineering and xenophobia, she has brought us into a new youth era in an instant. The ubiquitous youth advertisements are constantly affecting our lives and changing many consumers' concept of dandruff removal and consumption consciousness.
Promote PK Head & Shoulders, the game between personality and occupation
Qingyang, as Unilever's brand of "grinding a sword in ten years", not only inherits the generous style used by multinational companies in advertising investment and brand promotion, but also its own product line design and concept appeal are quite innovative and have attracted much attention.
In view of the competitive environment with high product quality and homogeneity, through careful market analysis and data research, Qingyang has really made great efforts to launch two series of products for men and women for the first time, becoming the first shampoo brand specially designed for men in China. For a long time, shampoo products have no distinction between men and women. They are most concerned about the gender choice of image spokespersons. Dividing consumers into two is a breakthrough and significant challenge.
In order to pursue the greatest differentiation of core interests and effectively distinguish it from competitive brands, Qingyang also attaches great importance to highlighting the unique personality of its own brand. The subtleties can be seen: whether the word "dandruff" is always embodied in the product name or the marketing method of "100% dandruff challenge" is clearly marked at the opening of the outer packaging, it is nothing more than forming an effective competitive barrier with Head & Shoulders, a dandruff expert, through the reform of front-end marketing methods.
Although most of Qingyang's shelf products are displayed next to P&G Head & Shoulders in the store, Qingyang is still a little embarrassed because it is obviously higher than the market price of Head & Shoulders. However, its various forms of heavy advertising bombs have shown great "power." According to the resident promoters in Qingyang, the customers who buy Qingyang are mostly women, and most of them are designated purchases. Moreover, most of them are fans of Xiao S (), and consumers who fail to remove dandruff and lack confidence in dandruff products also account for a considerable proportion.
Compared with P&G's five shampoo brands, Unilever has always lacked strong high-end brand products. For a long time, relying on Lux to seize the high-end market is inevitable. Following 6.9 yuan's lowest selling price, P&G soft clothes are 30% off across the board, and P&G Pan Ting also reduces the price across the board 13.5 yuan. When its old rival P&G focused on deepening the low-end market with low-price strategy, Unilever began to fight back with Qingyang brand, aiming to confront P&G's Head & Shoulders.
In addition, in order to ensure the brand promotion and market expansion of Qingyang brand, Unilever attaches great importance to the simultaneous listing of Qingyang in China market. In order to ensure the organization and progress of the work in the first fiscal year, Qingyang's advertising budget in China has accounted for half of the global promotion expenses.
When you get rid of dandruff-boost your confidence
In order to form a face-to-face competition and instructor with Head & Shoulders, the first brand of dandruff removal in China, Qingyang can be said to have taken pains in the visual value and visual expression of the product and calmly told the audience, "I saw your dandruff! Still don't change the shampoo? " At the same time of brand concept and information prompt, the product value promise of "dandruff will never come again" is given, so that "90% of consumers can confirm Qingyang's long-term dandruff removal, and I am one of them!" The penetrating interpretation left a deep sensory experience and visual memory for the audience and target customers.
In all the well-known cases of promoting new products of daily chemical brands in the past two years, it is rare to see such a high starting point and intensive investment in advertising varieties. Even the cool trip initiated by Mentholatum in the summer of 2005 and the Korean wave skin care craze led by DHC in 2006 have achieved remarkable success in brand education and marketing and the operation of emerging media, but the brand extension, market investment and market execution in the field of emerging media are not as fine as today.
Qing Yang has brought the whole people into an era of dandruff removal. Its success lies in its accurate sense of direction in target consumption and market positioning, which shows the benefits of effective, sustained and thorough dandruff removal incisively and vividly, and thus penetrates into the efficacy of products to interpret the brand concept. As far as emotional appeal is concerned, Qing Yang is even more remarkable. On the one hand, it deduces the concept from the emotional connection with consumers, on the other hand, it effectively enriches and promotes the concept through the organic combination of interest appeal and emotional appeal.
Young attack, anti-dandruff war escalated in an all-round way
As we all know, the dandruff shampoo market is a fiercely competitive market. After years of market baptism, in the local market, except for the monopoly of Procter & Gamble brand, the existing local brands rarely make a difference and are struggling to explore their living space in the limited market.
At present, the domestic shampoo market presents three characteristics: first, the competition in the shampoo market is fierce, the shampoo market is constantly subdivided, and various functional shampoo brands have appeared black and pink and are interested in taking action; Secondly, there are many brands. Almost all shampoo and hair care brands include anti-dandruff categories, such as Head & Shoulders, Rejoice, Feng Ying, Aoni, Hao Di, Shu Lei, Tihua Xiu Xiu, and Beauty Makeup ... Everyone is full of expectations for the huge space of anti-dandruff market. Third, the brand of P&G has an absolute advantage, monopolizing 80% of the market share, while other local brands are competing for the remaining 20% of the market share.
Through field investigation, the author found that the market price of 200ML Qingyang in Guangzhou and Shenzhen is 19.70 yuan, which is equivalent to the price of Head & Shoulders 17.90 yuan with the same capacity. At this stage, in order to cope with the impact and influence brought by Qingyang's listing, P&G not only increased the national market of Head & Shoulders in an orderly manner, but also transferred and adjusted its market strategy in time. On the other hand, a series of "big moves" were pushed out simultaneously in the terminal strategy and promotion strategy. The market price of 400ML Head & Shoulders was adjusted from 34.90 yuan to 30.50 yuan, and the promotion policy of buying 400ML Head & Shoulders and giving 200ML Head & Shoulders was implemented. In addition, actively expand the natural display and paid display positions of key retail terminals, quickly seize the staged promotion schedule, and occupy the promotion positions of key retail malls.
Although we have made great efforts from a high starting point and achieved the preemptive effect through excellent front-end planning and brand promotion, in the face of the comprehensive upgrade of the chip removal campaign, our close contact with P&G Head & Shoulders is inevitable. Unilever intends to try to beat its old rival P&G Head & Shoulders with the help of Qing Yang, but it is still a difficulty and challenge.
First of all, in terms of terminal resources: due to the lack of resources in Unilever's original terminal promotion system, the domestic market has been madly recruiting all kinds of promoters (Unilever adopts the outsourcing policy). In order to ensure the task and progress, and to increase the promotion budget (at present, the salary standard of full-time promoters in key markets has been raised to1kloc-0/0-120 yuan+performance commission+other subsidies. Even the salary standards of all kinds of temporary promotion, short-term and distribution personnel are given the generous conditions of 65-80 yuan+performance commission+other subsidies per day, which is 2-3 higher than the level of the same industry. There may not be a satisfactory result under the reward. Compared with P&G Head & Shoulders, the comprehensive combat effectiveness of the impromptu promotion team is just like a rogue. Therefore, the organizational construction and quality improvement of the extension team will be the biggest problem facing Qingyang system.
Secondly, in terms of channel construction and promotion, there is still an obvious gap between Qingyang and its competitor Head & Shoulders in channel coverage and arrival rate of each retail terminal, and the management of product price system is also deformed and distorted to varying degrees. With the advancement of market work, the terminal blocking war triggered by sales promotion and discount is inevitable, and the competition for new and old customers will become the main goal at that time. Then, in order to cooperate with the promotion of new customers in the listing period, different degrees of paid point-of-sale promotion and experiential promotion activities were carried out in key retail terminals, but the positive effect on future marketing work is debatable.
Furthermore, in terms of terminal advantages and basic scale, Qingyang's sample quality and display space in retail terminals are still at an obvious disadvantage compared with its rival Head & Shoulders. On the one hand, Qingyang is a new brand, on the other hand, due to Unilever's lack of terminal resources and basic precipitation, after all, the basic construction, operation control and maintenance of terminal resources are not overnight work, but rely on the brand's long-term energy accumulation and intensive cultivation.
Finally, in terms of media support: regardless of the rationality and scientificity of advertising, how long can online advertising and offline media promotion strategies last? With the continuous refinement of the market and the continuous cultivation and maturity of Qingyang brand, how can we innovate enough to fight head-on with Head & Shoulders in all kinds of promotional activities aimed at Qingyang's new and old target customers?
knot
Due to the clear market entry of the new anti-dandruff army and its exclusive media promotion, the new round of market ranking competition of anti-dandruff brands has become increasingly fierce, which has brought troubles to P&G products and formed a competitive crisis that cannot be underestimated. In order to actively respond to the market impact of Qingyang, P&G attaches great importance to this. In addition to increasing the advertising budget in time, we also made frequent efforts in terminal promotion and ground promotion. According to the author's careful observation, at present, in the first-tier key markets such as Guangzhou, Shenzhen, Beijing and Shanghai, P&G will introduce a series of new promotion policies almost every two or three days. In order to fundamentally curb opponents' initiative and suppress their competitive space, P&G revised the promotion budget timely and strategically. Including strengthening terminal packaging, improving the quality of terminal samples again, monopolizing the promotion schedule, increasing the number of promotion points, strengthening off-site promotion, increasing the staffing of promotion personnel, and increasing the promotion of products. P&G even turned the original Head & Shoulders promotion into a full-line promotional gift for products such as Rejoice, Head & Shoulders and Olay.
In the anti-dandruff war, Qingyang's online advertising and offline advertising have taken an absolute advantage at this stage, but due to its weak accumulation at the terminal and promotion level, her performance in the localization process is still full of unknown challenges. In the desperate terminal street fighting, only the future time and data can prove how Qingyang grows and develops in its survival.
Plum blossom fragrance comes from bitter cold, and the sword edge comes from sharpening. No matter what kind of transcripts Qingyang will hand over in the future operation period, we will wait and see whether Qingyang can beat its old enemy Head & Shoulders in the next local market brand competition. From the perspective of marketing specialty, we still clearly see that with the high-profile and confident listing of Qingyang, it not only attracted countless eyes, but also won a flood of applause for it. I believe Qingyang will definitely become a hot spot in the domestic daily chemical field, and it will definitely become 2007.