The new product "Sias" launched by Oni Company has successfully impressed consumers among many soap brands with its unique "Indian style". However, in the following process from recognition to understanding to purchase, when consumers compare and choose three different products of Sias, they feel puzzled and at a loss: what is safflower fragrance? What are lavender scent and gaban scent? What's the difference between them? Why does Sias say it's "Indian massage skin soap"? On the one hand, consumers are confused because most people don't even know what safflower, lavender and agarwood are. Whether it is safflower fragrance, lavender fragrance or agarwood fragrance, the impression they give is too vague and unfamiliar after all (in contrast, the lemon fragrance of similar products of P&G is much more vivid and intimate). On the other hand, the reason is that "Sias" has not instilled this kind of consciousness and idea into people in various communication carriers. I seem to know what special effects safflower, lavender and agarwood have, and what is called "Indian massage skin soap" is as precious as gold, and I have not made any introduction or explanation, holding an attitude of being left to guess. Although the product packaging colors are slightly different, there is no essential difference. Moreover, the tastes of these three products are faint fragrance, and consumers can't tell the specific difference from the taste even if they use their noses to smell them. ("Shufujia" products are divided into mint cooling type, lemon fragrance type and vanilla deodorization type, while "Xiashilian" products are divided into green tea fragrance type, coconut milk moisturizing type and wormwood protection type. Each product under the same brand has its own obvious selling point, what ingredients it contains and what functions it has, which is convenient for consumers to choose and buy. )1+1+1=1,the product classification is not successful, resulting in the embarrassment that three products are actually one product, which can be said to be the biggest failure of Sias in marketing. Why is this happening? "Sias" seems to be just following the old road of "moistening hair for a hundred years", trying to impose a cultural atmosphere on a small piece of ordinary soap, that is, the so-called mysterious Indian style, while completely ignoring the function of the product. However, the market will not buy Sias' account. The first determinant of people's choice to buy soap is the function of the product, which has been a deep-rooted consumption concept of China people for thousands of years. Because of this, several products that are better on the market, such as Shufujia, Lux, Xia Shilian and so on. In addition to the differences in taste and feeling, we are striving to achieve the differentiation of product functions. In addition, there are softer "seaweed slimming soap" and "papaya whitening soap". Looking back at "Sias", I put aside the function of the product "without hesitation" and danced on the Indian-style wooden bridge with affection. This is also the internal cause of unsuccessful product classification.