Who is the terminator of "moth-proofing" and "clearing fire" in the west?
China's concept of herbal medicine has once again become the mainstream of the market.
When "Tianqi" is a daily chemical brand named after Chinese herbal plants, Tianqi toothpaste has been half successful. The Chinese herbal medicine culture that has been passed down for thousands of years is the winning "gene" of the local concept of clearing away heat and reviving toothpaste.
"In the dental care market where foreign brands' concept of moth-proofing is popular, the significance of Tianqi toothpaste's success lies not only in the fact that the brand is in the third position, but more importantly, it shows domestic toothpaste enterprises that the local concept still has great development potential. "After more than two years of operation, Tianqi brand stands out among the strong. Huashan, consultant of Tianqi toothpaste brand and chairman of Shanghai Huachuan Advertising Company, is more confident about the future.
The "four-act drama" condensed the competitive history of China toothpaste market, and the rise of Tianqi toothpaste was inevitable.
"The real introduction of toothpaste brands into market competition began 20 years ago, when two foreign brands entered the mainland of China." Summarizing the ups and downs of the toothpaste market for more than 20 years, Huashan is summarized by a four-act drama with romantic artistic elements, and the re-emergence of Tianqi brand is also full of drama.
"The first scene: the appearance of" foreign beauties ".Huashan said that when Procter & Gamble, Colgate and other companies entered China ten or twenty years ago, China consumers had never seen such exquisite packaging, such exquisite advertisements and such intimate promotional public relations. Just like opening the door, suddenly a smiling American beauty stood at the door and said, "MayIcomein?" Open the door and come in. I can't look at what I have used. The established enterprises in China lost their markets first, then their brands, and finally many even lost their enterprises.
"The second act: Pretty Girl appeared." The success of "foreign beauty" stimulated the marketing innovation of domestic brands, especially taught many new local enterprises in China, and a number of China "pretty women" such as Carving Brand, Libai and Leng Suanling were in tit-for-tat with foreign "foreign beauty". They make full use of the advantages of broad circulation channels, and gradually stabilize the low-end market at relatively low prices under the impetus of overwhelming advertisements, thus regaining confidence for the people.
"Act III:" Vampire "appears." Huashan believes that a successful brand represents a certain level of consumption power, and China's "beautiful girl" represents a low-grade toothpaste consumer group, so it can be successful. The "foreign beauty" who is good at learning has gained rich experience from it and released the terrible "vampire" in the process of learning.
Colgate and Crest have both introduced low-priced herbal toothpaste series, with obvious purpose. The promotion of herbs is to compete for the market, and the low-price strategy is the concept of herbs on which domestic toothpaste depends. These "vampires" seized the market share, weakened the competitiveness of domestic brands, and sucked away the profit space for the survival and development of enterprises. We can see that after the success of Tianqi, Colgate launched a "brand-new upgraded version of Colgate Herbal Toothpaste" which claimed to add honeysuckle, watermelon frost and Tianqi, and the retail price was as low as 2.9, in order to snatch the "victory fruit" of Tianqi.
Procter & Gamble, which is famous for its brand segmentation strategy of "one consumer group, one consumer interest, corresponding to one brand", not only reduced Rejoice shampoo in China to 9.9 yuan, but also launched shower gel and soap under Rejoice brand, which are exactly the same as local brands in China, and the price is lower.
The core of the problem is that international brands have released "vampires" to copy the bottom of the market, but there are still a large number of varieties making profits in the high-end market. However, local brands in China have no high-end varieties, so they face great pressure to survive.
This "vampire" phenomenon exists in almost all industries in China. Domestic mobile phones used to have unlimited scenery, but now, the lowest-priced mobile phone belongs to an international brand like Nokia, as long as it costs more than 300 yuan. Domestic cars are very beautiful now. Maybe three years later, the cheapest car on the market in China is General Motors. And they still have millions of high-end cars to make a profit, but some China auto companies have lost their only living space.
"The consequence of dwarfing the concept of China is very serious, that is, Chinese herbal medicine is likely to be the representative of low-grade goods forever." Huashan said.
"Act IV: Miss. Miss China. China-born. " Huashan analysis, China brand should be a "Miss China" with both China cultural connotation and global value, not just a hardworking "beautiful girl". Many China brands can't succeed in the high-end market, because they can't establish their brand value of selling high-priced goods from the beginning. For example, carving brand soap powder is an important effort to get out of the basin with low price and low profit, but the market verification is not successful enough. The reason is very simple: the carving brand has always been known as "only buy the right ones, not the expensive ones", and it is a low-grade brand with the image of the families of laid-off women workers. The advertisement claims that "the carving has changed" is ok, but "the price has changed" is difficult.
After Tianqi succeeded in the low-end market, he realized that our market is in second-and third-tier cities and rural markets, and our consumer groups are still relatively old. Tianqi first launched a photo-shouting "Tianqi" advertisement, making the brand a fashion symbol and promoting the brand upgrade to a younger, more fashionable and more urbanized direction. Then, a series of toothpaste named "Tianqi Herbal Medicine" was strategically launched to locate the high-end urban market. "Tianqi's Materia Medica" is Tianqi's sub-brand, which is positioned as "the classic tooth care formula in Compendium of Materia Medica and the wisdom of China people in tooth care". In 2005, "Tianqi" series of Chinese herbal toothpaste achieved initial market success. In 2006, Tianqi will launch its second sub-brand Tianqi Doll, which will open up a new space in China children's toothpaste market.
The concepts of "moth-proofing" and "clearing fire" are reasonable.
There is one dentist for every 1600 people in the United States and one dentist for every 800 people in Sweden. European and American citizens have a dental examination every six months on average, and "being in good health and only seeing a dentist" has become the mantra of Europeans and Americans. On the other hand, in China, there is only one dentist for 50,000 people in China at present, so using Chinese medicine toothpaste has become an important oral care culture in China.
"In fact, Chinese herbal medicine has always been a toothpaste ingredient recognized and relied on by China people. This national complex cannot be easily discarded because they have a history of thousands of years. " Huashan also regretted that many domestic enterprises gradually followed suit because imported toothpaste brands publicized the concept of moth prevention through large-scale advertisements abroad and voluntarily gave up Chinese herbal medicine ingredients with great development value.
This is also a typical phenomenon in marketing-"more than half of the marketing activities in the market are aimed at leading brands". Because people will unconsciously worship and imitate the leader and think they are competing with him! We can sum up the competitive history of China toothpaste market in the past ten years in one sentence-that is, "the value of' moth prevention' has overcome the value of' clearing away heat and toothache'". In this process, China traditional Chinese medicine toothpaste brand is not a resister, but an active collaborator. Because others call for moth-proofing, they also call for moth-proofing, others add fluoride, he adds "bifluoride" and others add salt, and he also makes "salt clean" and "salt white", without using marketing resources to publicize his own value. The more you do, the more you prove to everyone that others are the authority. Failed brands are all "suicides", and brands that adhere to their own values are living well. Leng Suanling is a successful model. China's daily chemical industry once had a relatively successful value benchmark-Chongqing Aoni, but she lost all her value in the collision of "Centennial Runfa", "Sias" and "Huanglian Sterilization". Therefore, with the success of international toothpaste brands in China, it is the "collective suicide" of China traditional Chinese medicine toothpaste brands. It is also the "blank of the value discourse of traditional Chinese medicine toothpaste" in this decade that has left a space for Tianqi to succeed quickly.
Huashan told reporters that before Xiao Sheng Group bought Tianqi toothpaste, Tianqi's annual sales in China was only 60 million, but Xiao Sheng Group did not regard Tianqi as just an ordinary toothpaste brand, but regarded it as "the cultural heritage of the daily chemical industry in China". It is with this understanding and confidence that in the first year of successful acquisition, Tianqi invested more than 200 million yuan in advertising expenses on more than 60 domestic TV channels, and expanded the sales of Tianqi brand to nearly 1 100 million yuan within two years, and Tianqi firmly took the third place in toothpaste, which caused great shock to "foreign beauty".
"Tianqi is not only successful in China, but also has the potential to succeed in the global market." Huashan told reporters that Chinese herbal medicine culture is not only a local culture in China, but also a global culture. Beijing 2008 Olympic Games will be a historic beginning, that is, to globalize our culture and knowledge. "Many China brands, such as Tianqi, will act as a new generation of China and influence global values." Huashan is quite confident about this.