In the terminals of large retail stores in Guangzhou and Shenzhen, the market price of 200ML Qingyang is 19.70 yuan, which is comparable 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 has shifted and adjusted its market strategy in time. In addition to increasing the advertising of Head & Shoulders in the national market in an orderly manner, on the other hand, a series of "big moves" have been pushed out simultaneously in the terminal strategy and promotion strategy. The market price of 400ML Head & Shoulders has been adjusted from 34.90 yuan to 30.50 yuan, and the promotion policy of buying 400ML Head & Shoulders and giving 200ML Head & Shoulders is 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. 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, in the first-line 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 the opponent's initiative and suppress its competitive space, P&G made strategic changes to the promotion budget in time. 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. 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.