"Shampoo must be the stage of the strong. ”

In China's shampoo market, the overlord for many years has been Procter & Gamble, which only entered our country in 1988. Procter & Gamble brought its Head & Shoulders brand to China that year, and set up joint ventures in China, successively introducing brands such as Rejoice and Pantene, and in the following 10 years, nearly half of the money spent by Chinese people to buy shampoo went into P&G's pockets.

The general offensive of domestic brands was between 2000 and 2005, when there were about 40 shampoo brands that appeared on major TV stations every day. It is conceivable that except for a few brands under Procter & Gamble and Unilever, almost all of the rest are local brands.

I remember that at that time, I watched the Condor Heroes of Gu Zai, and saw Yin Daochang's heart blazing, taking advantage of the time when Xiaolongnu couldn't move, at the most exciting time, a shampoo advertisement appeared, which was a domestic brand.

Even 20 years later, according to the authoritative statistics of Bain & Company, the top five brands in China in terms of sales volume are, Head & Shoulders, Rejoice, Pantene, Qingyang and Sassoon, four of which are P&G's brands.

Procter & Gamble's sales share in China's shampoo market is more than half, and the position of the boss is almost unshaken.

In the contemporary era when everyone shouts that domestic products should be self-reliant and patriotic to buy domestic products, the sales of foreign shampoos are far ahead, which seems so harsh and real.

However, there are still many domestic shampoo brands, and they are emerging in an endless stream, and their market share is mostly in the vast rural market, as well as increasingly prosperous hair salons.

Yang Fei's intervention advanced the domestic shampoo war by ten years.

To be honest, Procter & Gamble didn't take Yang Fei and Meisi seriously.

In the previous laundry detergent war, although Procter & Gamble lost a city, they didn't think that it was Yang Fei who was strong, but that they came too late.

Procter & Gamble focused on the battle for the shampoo market, and did not pay enough attention to the laundry detergent market in China, which made Yang Fei, a small local brand, rise.

But in the shampoo field, Procter & Gamble thinks it's the boss and believes that the emerging brand is not their opponent.

Even so, P&G didn't take it lightly.

After all, Meisi has the blessing of the CCTV standard king.

After Yang Fei won the previous bid king, he spent a huge amount of money this year to win the bid king crown again, and fools know that he wants to impact the sales market of shampoo.

Fortunately for Yang Fei, he was born in a good era.

After foreign brands settle in China,

When foreign brands first entered China, they also needed layout and development, and their energy was only focused on the first and second tier cities. It has not yet been able to cover the third- and fourth-tier cities and township markets, and the spending power of this part of the consumer group is relatively low.

Yang Fei's strategy is to first cut into the market that Procter & Gamble cannot cover, and then outflank the first- and second-tier markets. And to successfully win these markets, low prices are indispensable.

In the third- and fourth-tier markets, brand awareness is not the most important factor affecting consumers' purchases, but cost performance is the key.

Yang Fei adheres to a belief, that is, to make good products.

When China's shampoo industry is becoming increasingly bleak, insisting on doing a good job in order to win word of mouth, on the other hand, relying on traditional distributors to distribute goods. And this is thanks to Yang Fei's great victory in the laundry detergent market and won many county-level agent channels.

With this ready-made channel, Yang Fei can quickly sell Meisi shampoo all over the country.

Coupled with the overwhelming advertising, the image of Meisi shampoo as cheap and high-quality was quickly accepted by the people.

Aside from the premium of the brand, Meisi shampoo has put a lot of effort into the appearance design of the packaging, and the quality of the product is also obvious to all.

Yang Fei's idea is simple, that is, to seize the younger generation.

This group of young people is the main force of consumption, and they will also be successful people who will be active on all fronts of society in the future.

As long as this generation of young people has developed a certain awareness of the brand of Beauty, when the use of Maxim shampoo becomes a habit, it can cultivate generations of loyal customers.

Now, Yang Fei sits in a quiet teahouse somewhere in the Forbidden City, holding a strategic meeting with the group's top management.

Yang Fei said in a deep voice: "Our goal is to be the first domestic brand! In order to achieve this goal, we must start the terminal promotion model. ”

Wei Xinyuan asked: "How to operate terminal promotion?"

Yang Fei said: "Our strategy is to build core competitiveness from the terminal, and the specific method is to equip the sales outlets with shopping guide teams to promote Sibao's products to customers." Like large supermarkets, as well as promotional activities, our company has to send a shopping guide team. The members of the shopping guide group must be people with a certain degree of knowledge and a certain degree of eloquence. They must first understand the ingredients of our products, be able to tell the benefits of our products, and why they are so good, in order to convince consumers. ”

"The cost of hypermarkets is also very high. Zhu Zhongnan muttered, "Have you thought about this problem? Coupled with our promotion team, then our sales cost will be higher." ”

Yang Fei said: "Hypermarkets are a place where brands must compete, even if the profits are low, we must take them, which is the way to build brand awareness." ”

Xie Guiyan said slowly: "The top priority is to deal with this wave of price war of Procter & Gamble first, right?"

Zhu Zhongnan said: "Mr. Xie is right, Procter & Gamble suddenly launched a price war when our advertising was about to land on the king, and they must have come prepared." How are we going to cope?"

Yang Fei groaned: "First of all, we must be firm that our new products cannot be reduced in price. Our products, unlike Head & Shoulders, are positioned differently, they can buy a good bottle of perfume with a bottle of shampoo. Our shampoo, on the other hand, is only sold at the normal price. ”

Zhu Zhongnan nodded and said: "It makes sense, if we reduce it again, the profit will be even thinner, which will be unfavorable to dealers and our manufacturers." ”

Yang Fei said: "Procter & Gamble wants to lower the price, so let him lower it." If they really have the courage, it will come down to the same level as the price of our shampoo. ”

"Haha," everyone laughed, "how is this possible?"

Yang Fei said: "The price is also determined by the market. If Procter & Gamble is the only one in the market, and the price is not set by him? As long as the domestic brands catch up, one day, they will be pulled down from the altar of price. ”

Wei Xinyuan said: "At this point, I am deeply touched, the price of laundry detergent, just because we are white, those foreign-funded enterprises have reduced their prices. In the end, it is the majority of consumers who benefit. ”

Yang Fei said: "In response to this price war, we have two things to do, one is to keep the price unchanged, and the other is to use public opinion to build momentum and put pressure on Procter & Gamble. ”

"Put pressure on Procter & Gamble?" Zhu Zhongnan said, "How to give it?"

Yang Fei's eyes flashed with a flash of wisdom, like a cold blade out of its sheath!