Yang Fei's strategy for the second battle is to use the judgment of P&G's internal senior management on the market to steer their decision-making in another direction.

In the other direction, it may be full of flowers, or it may be an abyss.

The top management of Head & Shoulders used their international experience to frame the Chinese market, but found that they had taken a detour.

However, they do not feel that this strategy is wrong.

It is very difficult for a person to clearly recognize his mistakes.

They felt that a product needed to re-adapt to the market if it wanted to change its function, so they increased their investment, on the one hand, to develop the hairdressing function of Head & Shoulders Shampoo, and on the other hand, to advertise a new concept of hairdressing.

Whether they admit it or not, it is a fact that Head & Shoulders' market share has been declining.

In stark contrast, the anti-dandruff shampoo is smooth sailing, the flag is high, and the market share is soaring!

A month later, Max shampoo accounted for one-third of the dandruff shampoo market, and also had a 15% market share in the overall shampoo field in the country!

This achievement greatly exceeded the goal set by Yang Fei!

In an interview with the media, Yang Fei said: "We are not interested in the size at all, I am only interested in whether the shampoo is favored by customers. Our goal is to create a leading brand in the daily chemical industry. ”

This sentence was published by the media in the original article, and was dubbed "the most pretending word of the year" by fans.

At the same time as the success of the anti-dandruff shampoo, Beauty Group has launched two new brands, Beauty Smoothing Shampoo and Flyer Men's Shampoo.

As the name suggests, the main functional concept of Meifang Softening Shampoo is softness, and it is mainly aimed at female consumers.

The Feiyang men's shampoo is a new product specially developed for the majority of male friends.

There is a difference between men and women, and shampoos should also be different.

For men, this concept was introduced to the shampoo field for the first time, and it immediately attracted wide attention from society.

So far, under the beauty group, it has three brands of shampoos, Meisi focuses on dandruff, Meifang focuses on suppleness, and Feiyang targets the men's consumer market.

It's like the Overlord shampoo, which specialized in a point in the market and turned out to be a big hit.

Yang Fei positioned the three brands separately, which also drew on the marketing strategy of Bawang.

Intensive advertising, a dazzling array of new product launches, new packaging, refreshing curve molds and printing, bring people a new and strange experience.

People have a herd mentality, as soon as they see that the Meisi shampoo advertisement is so loud, they will buy it back and try it, and it turns out that this shampoo is really easy to use, and it is inexpensive, so it spreads ten, ten and hundred, and the word of mouth spreads quickly.

Procter & Gamble lost half of its dandruff shampoo due to a strategic mistake.

But that doesn't mean they've failed.

Procter & Gamble's multiple brands of shampoos are still far ahead in total sales in the domestic market.

When the Lunar New Year was approaching, Procter & Gamble made a big promotion and started a big promotion, and the price of Head & Shoulders products was reduced by 20% across the board to cope with the downturn in the market, and it was also used to impact the beauty shampoo.

Procter & Gamble vowed to use this Spring Festival promotion war to regain lost territory and regain the peak of the dandruff market.

In order to cope with the battle, Yang Fei had to make a comprehensive deployment.

During this year's Spring Festival, he did not go home for the New Year, but stayed in Beijin and commanded the New Year's Eve battle.

At the request of his mother Wu Suying, Yang Fei has bought a garden villa in the capital city of southern province, just outside the second ring road, close to the Nancheng market, close to his home, only ten minutes' drive.

The construction of two large markets in the provincial capital is nearing completion and is expected to be put into use next spring.

This year, Yang Fei was supposed to spend the New Year with his family and Hemeimei in a new villa in the provincial capital.

But in order to cope with P&G's New Year's promotion, Yang Fei had to work with many subordinates to meet P&G's challenges.

Wu Suying sat in a luxuriously decorated villa, talked to Yang Fei on the phone, and scolded him softly, he didn't go home for the New Year, are you so busy? I bought a big house, but you don't return home, so what's the use of me living in this big house? It's better to live in a small house before, and you all come back!

Yang Fei explained a few words with a smile, and promised to go home on the third day of the Lunar New Year.

Wu Suying complained a few words, and her mind was quickly attracted by her eldest grandson who had just been born.

Yang Jun and Xiao Yujuan gave birth to a big fat boy, eight pounds and seven taels, and Xiao Yujuan collapsed several times in pain, and almost went for a caesarean section.

Yang Jun insisted on a smooth delivery and encouraged his wife to hold on for a while, and the doctor also said that the child's fetal position was very correct and could be delivered naturally, but he couldn't help the pain and then had a caesarean section.

Fortunately, the smooth birth was successful, and Yang Xiaojun was born.

Regarding the name of his great-grandson, Mr. Yang Mingyi thinks that young people are too casual, your name is Yang Jun, so name the child Yang Xiaojun?

Yang Liyuan smiled and enlightened the old father, saying that a name is a title, whether it is Yang Xiaojun or Yang Xiaofei, they are all very good, and they sound very kind.

Yang Mingyi read a private school when he was a child, and he was a bit old-fashioned and pedant, and he was still worried about choosing a name.

The eldest grandson was disobedient, so he pinned his hopes on the younger grandson, and called Yang Fei to discuss the matter.

Unexpectedly, Yang Fei laughed when he heard it, and said that if he had a child in the future, he would be called Yang Xiaofei, how worry-free, so as not to think about the name and break his head.

These words were so angry that Yang Mingyi didn't sleep well for three nights.

Yang Mingyi was taken to live in Yang Fei's villa, he was not used to it when he first came, and without those old friends who nagged and played chess, he felt that life had changed.

Later, he learned to play with flowers and grass, and raised fish and birds, and his life became fuller, and in a small park nearby, he found a group of uncles and aunts who had the same hobbies, all of whom were retired workers, and everyone got along happily, and soon got along, and he no longer talked about moving back to the county seat.

In the big villa of the Yang family, there is an endless stream of guests who come to pay New Year's greetings.

And Yang Fei is in Beijin, but he seems much more deserted.

The school was on vacation, and Chen Mo, Ning Xin and others went home.

Su Tong's mother was not cured, Yang Fei suggested that she go home to accompany her parents, although she was reluctant to Yang Fei, but she couldn't let go of her mother, so she went home for the New Year.

Yang Fei simply took Su Yingying on vacation, and only took Jiang Wanxia and the rat with him, as well as Sayang Asami.

The Spring Festival in the island country is different from the Spring Festival in my country, and Sao Asami does not need to return to China.

On the day of the Chinese New Year, after Yang Fei finished dealing with the company's affairs, he suddenly thought of Shi Si, she should celebrate the New Year in the capital, right?

After Yang Fei came to the capital, he and Shi Si hadn't gotten along for a while, and even the phone calls were scarce.

Human feelings are like this, and there is always contact.

But some people, even if they don't contact each other for a few years, their status in your mind will not change easily.

Yang Fei and Shi Si have such a relationship, and not being in touch doesn't mean they don't want to miss it.

Yang Fei called her phone, the phone kept ringing, and it took a long time before it was answered, but it was a male voice who asked very steadily: "Hey, who is it?" Oh, looking for Shi Si, she is taking a bath, who are you?"

。 m.