In fact, Li Xian decided to launch an offensive against Procter & Gamble, and there was indeed a desire for revenge.

But as he said to Xue Ling, for the sake of the future of the New Taipei Group.

The sanitary napkin business is what he has always valued, compared to liquor and health care products, which can make a lot of money nowadays, but the follow-up business is weak, the sanitary napkin cliff is true love.

The energy investment in the sanitary napkin department is even greater than that of the paper industry. It's just that sanitary napkins are something that eats technology, and some things are not in a hurry.

Procter & Gamble entered the Chinese market, and Li Xian didn't take it seriously. According to his memory, after Procter & Gamble entered China, it used daily chemical toiletries as a stepping stone to the market for a long time. Including the best-selling Skincare Soap, Crest Toothpaste, Tide, Bilang laundry detergent, as well as Rejoice, Pantene, Head & Shoulders, the three golden carriages of this shampoo market.

As for sanitary napkins, in the impression that around 00 years, Procter & Gamble paid attention to it in a real sense, and launched the Hushubao series, which occupies half of the sanitary napkin market in the Chinese market.

In terms of marketing, Procter & Gamble also recognized the Biaowang route from the beginning. Li Xian vaguely remembered that Qinchi Liquor Industry was cool because of the bottling wine incident, Aiduo VCD saw the light after seeing the light after the king, and BBK fell into crisis after the king for two consecutive years, and the CCTV standard king fell from the commanding heights to more than 20 million in 02 After the P&G once saved Tan Xisong's field with a bid of 400 million for two consecutive years, a total of about 800 million.

It can be said that after Procter & Gamble entered China, it was quite a local custom, taking the path of direct conversion of exposure into sales.

In this regard, Procter & Gamble and New Taipei have a lot in common. Liquor, sanitary napkins, soap, toothpaste, shampoo, these are all high-frequency consumer goods in life. As long as the quality is acceptable, the sales channels are spread, and the advertising popularity is launched, it is the turnover.

It is precisely because of this that Li Xiancai is highly vigilant against Procter & Gamble, one of the few foreign tigers that can develop during the period when foreign companies are piling up in China.

To put it mildly, in the previous competition with Hengan in the sanitary napkin market, Li Xian did not take Hengan seriously at all.

What was Li Xian thinking at that time?

The entire sanitary napkin market is a blue ocean, rather than fighting in the first and second tier cities, wasting marketing resources, not following the following efforts to deepen the market, win in stability, and improve the current concept of Chinese women's menstrual care products.

Facts have also proved that Li Xian's idea and the development route of the Weiyou brand are correct. In the past year and a half, New Taipei Group can't help but gain a firm foothold in first- and second-tier cities with CCTV advertising, and even form a stable sales network with third- and fourth-tier agents, and even county and town-level agents, which has greatly opened up the secondary market.

Without these, there would be no 46% market share of New Taipei Weiyou sanitary napkins in the country.

But Procter & Gamble and Hengan are different.

This company is terrible.

A company that has been deeply cultivated in the international market for decades, has deep technical accumulation, skilled production management processes, and more terrifying is a company that has deep financial resources and does marketing at any cost.......

The two Heng'ans didn't make Li Xian feel so dangerous.

To make matters worse, the tree is a big deal.

It can be seen from the leakage of the bottom of the bid that the other party has regarded himself as the number one competitor.

Or rather, prey!

.....

Xue Ling is the general manager, and every step of the group's plan needs her scheduling and execution. Xu Maohe has 17 million shares of New Taipei shares, and is the only natural shareholder on the board of directors.

So there are no outsiders here.

Thinking that no matter what they do and do in the future, Xue Ling and Xu Maohe have the right to know for the first time. Li Xian told the two of them his specific thoughts and the current necessity for New Taipei Group to maintain the market share of sanitary napkins.

"Chairman Li, I still have reservations about your decision. But since you have already made a decision in your heart, then let's not talk about differences, only about solutions. After stopping Li Xian's explanation, Xue Ling crossed his ten fingers together and said: "The current situation is that Procter & Gamble has got a large-scale advertisement in the prime time of CCTV. Based on their previous actions, it is very likely that this advertisement will be made into sanitary napkin content. And our current Weiyou sanitary napkin advertisement, there are only fifteen seconds left on the CCTV side, which is still the morning time. Comparing the two directions, we definitely have no advantage. The production technology of the sanitary napkin is now the latest and updated wing protection, and the absorber has also been optimized by the technical center. It is estimated that there will not be much technical gap between our Weiyou Wing and Procter & Gamble's products. So to determine the market share in the next year, whether our New Taipei will withstand the pressure and go upstream, or be forced to rush down under pressure, it is estimated that most of the factors are concentrated in marketing. ”

Xue Ling really said.

Li Xian also thinks so.

Seeing Li Xian nodding frequently, Xue Ling frowned deeply, "But Dong Li, I'm afraid the advertising resources in our current hands in New Taipei are not enough." ”

She raised her fingers, "Look, the king of the news before and after the broadcast must not be able to move." To put it bluntly, the liquor branch pointed to this advertisement for the New Year's banquet with Confucius's house, as well as competitors such as Fenjiu to grab performance. I heard Mr. Zhu say that after the auction ended, CCTV gave 30 seconds of advertising time after the sunset red program at 2 o'clock in the afternoon. But for sanitary napkins, the advertising at this time is similar to the morning advertising we currently place. Even for our target customers of sanitary napkins, that is, women comrades, the influence of advertising during this time period is even worse than that in the morning. So, Dong Li, what do you want to do?"

Seeing that Li Xian only smiled and said nothing in the face of his own question, Xue Ling's brows furrowed even more, "You already have a way?"

"Hehe," Li Xian smiled.

After working together for so long, Xue Ling has studied himself thoroughly.

Is there a way?

That's a must!

"Look at this. ”

Li Xian beckoned to Xue Ling and Xu Maohe, and beckoned the two to him. Then, he took out a list from his bosom.

What kind of monad is a monad?

CCTV's program list!

The program list is not internal to CCTV, it seems that it was cut out in the newspaper.

At present, the people's entertainment method is actually quite monotonous, so some newspapers with a small circulation often rub off on the popularity of CCTV. In the entertainment section of each issue, the program previews of several popular channels of CCTV comprehensive, sports, and military agriculture are published.

"Kenko...... What does that mean?"

Xue Ling and Xu Maohe leaned over to look at the content on the program list and were stunned.