Yang Fei doesn't do anything in other fields, but wants to compete with P&G's Head & Shoulders in the field of dandruff, which makes sense.

In Yang Fei's memory, in the domestic shampoo market in later generations, dandruff shampoo accounted for more than half.

With a total market of 40 billion, dandruff shampoo has a market share of more than 20 billion.

Even if it only competes for one-tenth of the market share, it can have more than 2 billion sales a year.

For this lofty goal, it is worthwhile for Yang Fei to invest hundreds of millions now.

Moreover, in the same field, the more large enterprises enter, the more they can make this field bigger.

China's national conditions are also suitable for the promotion of anti-dandruff shampoos.

Generally speaking, the concept of dandruff is only used in developing countries, and few people in developed countries mention dandruff.

Take the island nation, for example, where there are almost no dandruff shampoos.

Procter & Gamble also sells shampoos in island countries, and shampoos also have an anti-dandruff function, but they will not emphasize this function.

Because in the eyes of island people, dandruff in the hair is a matter of personal hygiene and a culture of shame.

In China, the market share of dandruff is getting bigger and bigger.

The battle for the shampoo market is actually a battle for the runway.

The runway is a straight line, and those who participate in the battle only need to step on the accelerator, and there are no corners to overtake, they are all straights.

On such a runway, the brave wins when they meet on a narrow road.

Anti-dandruff shampoo is a very functional field.

Max and Head & Shoulders advertise together, both promoting their dandruff shampoos.

Mays's advertisements are very targeted to specific groups of people, that is, young and middle-aged people, but they are more inclined to be younger.

Everyone revolves around "dandruff" and keeps convincing everyone that my product is better. So both sides have invested a lot of money in the market.

What makes both sides feel amazing is that the market share of both companies has not declined, but is rising!

Mets was a newly listed brand, and its market share started from zero and quickly rose to five percentage points.

Don't underestimate these five percentage points, many large enterprises that have been in business for decades may not be able to reach this market share.

Yang Fei's goal is to occupy more than 10 percent of the domestic market within one year.

As soon as the Maxim shampoo was launched, with overwhelming advertising, half of the goal was immediately achieved.

The market share of Rose has risen, and the share of Head & Shoulders has not decreased, but has increased.

It's like a Formula 1 car, where everyone is on the straight and they are stepping on the gas. The feet of those who run in front do not loosen, and those who run behind also slam on the accelerator. Whoever relaxes at this time will be weak.

In this high-speed competition, neither side weakened, and both stepped on the accelerator to the bottom.

So both of these companies are running fast, and their market share is increasing.

The market is only so big, and their market share has increased, which means that they outperform other brands in the market.

In the face of the rise of the new brand of Mets, Head & Shoulders certainly felt threatened.

To this end, an internal meeting was held within Head & Shoulders.

It has been suggested that dandruff is only needed in developing countries, and that with the rapid development of China's economy, the concept of dandruff will sooner or later be eliminated, just like the island countries in close proximity. Since Hair & Shoulders Shampoo can make hair strands beautiful, isn't this a new growth point?

Someone else said, "Beautiful hair?" Isn't that just beautiful hair?

After a fierce discussion, the senior management of Head & Shoulders thought that the future shampoo market pattern would definitely develop in the direction of diversification, and a single anti-dandruff function could not meet the ever-changing people's pursuit of hairdressing.

As a result, a unified opinion was formed within Head & Shoulders, that is, it was decided to no longer focus on the function of dandruff, but to add the concept of hairdressing.

Shampoo not only removes dandruff, but also makes hair straighter and more beautiful.

On the first day of January 96, Meisi shampoo landed on CCTV Biaowang advertising period.

Yang Yuying, with long black and straight hair, walked into the camera confidently and chicly, shook off her flowing hair, raised her eyebrows lightly, and her face was youthful and energetic: "Anti-dandruff, I only use Meisi, it works once." ”

Anti-dandruff is the main function of Maxim shampoo.

The advertising words all revolve around dandruff, and highlight that the anti-dandruff function of Meisi is very powerful, and the effect can be seen at one time, which is especially suitable for people who have this need.

At the same time, Head & Shoulders' advertisement on CCTV was urgently adjusted, and they changed the anti-dandruff theme to a hairdressing theme.

The senior management of Head & Shoulders has rich experience in world marketing, and with their experience in other countries, they can apply it to the Chinese market and hope to succeed in it.

However, they still don't understand the market in our country.

On the one hand, it is the professional appeal of Meisi shampoo, which only talks about dandruff.

On the other hand, Head & Shoulders has given up the main function of dandruff removal to talk about the concept of hairdressing.

Although the word dandruff is still written on the bottle packaging of Head & Shoulders, their main function in the advertising film is already hairdressing.

Hairdressing is actually a very general concept, what is hairdressing? The standard in everyone's mind is different, so does the hairdressing that Head & Shoulders talk about meets the expectations of consumers?

At the very least, consumers didn't buy it at first.

For most Chinese people, they buy a product, the purpose is very strong, and the simpler the function, the better, you can go to dandruff, what kind of hair do you still have?

On the first day of January, it became a watershed in the battle between the market pattern of Head & Shoulders and Beauty.

Head & Shoulders' sales plummeted.

And the sales of Mets have skyrocketed!

"Anti-dandruff, I only use Mesil, and it will work once!"

Overnight, people suddenly found that such advertising words were pasted all over the bus platforms of major cities across the country, and they were also full of bus bodies!

Railway stations, bus stations, airports, all transportation places, wherever advertisements can be posted, there are advertising paintings of Yang Yuying holding Meisi anti-dandruff shampoo, showing her eyebrows lightly, and showing a sweet smile.

As soon as you step out of the house, you can see the advertisements for Maxim!

National beauty, shiny hair, sweet smile, such an advertisement, the visual impact is absolutely first-class, anyone can see her at first sight, and after seeing it for the first time, they can't help but take a few more looks, thinking that this beauty, phew, this hair is so good-looking!

The star effect, the advertising effect, the concept of Meisi shampoo dandruff is instantly implanted in people's hearts.

When friends meet, they will ask, "Do you use mes?" I heard that it is very good.

The word of mouth is spreading more and more, and young people are willing to try new things, not to mention CCTV standard products?

The sales of Mets are increasing day by day.

And by the time the top brass of Head & Shoulders came to their senses, it was too late.

When they went back to the manager who had first suggested that they should change the direction of Head & Shoulders, they found that he had already quit his job and moved on.

Perhaps, they will never know that this is the second battle planned by Yang Fei!

。 m.