Needless to say, the competition between New Taipei and Procter & Gamble has been around since the CCTV bidding meeting began to come to an end, and one thing after another has developed to the point where it is incompatible. But in fact, Hengan is even more difficult during this period of time.

Sandwiched between two large enterprises, the whole pool of water in the domestic sanitary napkin market has been muddied by Procter & Gamble and New Taipei, and Hengan, as a pond fish, has rushed to breathe.

A battle was launched, and Hengan really worked hard to seize as much market share as possible of Procter & Gamble.

The preferential policies for the new primary market agents and the existing agents are so large that they are simply staggering.

Li Xian was like a mirror in his heart, and even Hengan secretly used some small means against Procter & Gamble, which was about to collapse, and he didn't say anything.

Now these two years are a critical period to lay the lifeblood of the brand in the next ten or twenty years. At this time, whether Hengan occupies the market or New Taipei occupies the market, the final effect is the same.

As long as the national brand can stand on the position of women's menstrual products, what to do in the future is all their own business.

However, for industries such as sanitary napkins that do not have high technical requirements but are constantly increasing the entry threshold, if the market is given up now, there is no possibility of recovering it in the future.

In the Northeast Ice City, Li Xian coldly observed the market movement for a week, and finally settled down.

He doesn't like to imagine his competitors as stupid pigs, and in order to avoid Procter & Gamble from fighting the beast, he has agreed on several sets of response plans with Si Yang and others these days.

However, it has been almost 20 days since he joined forces with Hengan to launch this battle, and Hengan has still not been able to come up with an effective response strategy. It was only on April 13 that a lawsuit was filed against the industrial and commercial authorities.

The lawsuit was filed against New Taipei Group and Hengan Group for monopolizing the market by despicable means and unfair competition.

Li Xian has thought of countless ways for P&G to deal with it, including completely abandoning the existing supply and marketing chain and opening up new market channels that are relatively solid and easy to control. It also includes the complete cancellation of the agency model, the direct sales strategy, increase the preferential efforts in the terminal market, and use the company's strength to directly launch a thorough price war with New Taipei Hengan.

But when it came, he made the gesture of peeing soup in this clothes, which really made Li Xian laugh angrily.

What the fuck, it's overestimating your opponents.

The rest of the matter seems to be very natural.

The campaign of domestic brand alliance was launched in early April, and by May 1, the national sanitary napkin market share report was released. The overall proportion of New Taipei Weiyou has increased slightly, and the national market consumption share has reached 69%. Hengan undoubtedly picked up a big bargain, relying on huge preferential policies, in one fell swoop accepted most of P&G's market share, and the market share soared to 24%.

And Procter & Gamble, let's not talk about it......

The original 42 first-class agents went to seven or eight out of ten, and a month's kung fu ran away, and the water was back. In the end, only eight remained. For the whole of April, P&G shipped just over 2,700 units.

This figure can't even reach the sales volume of New Taipei's only one place in Beijing.

But for a brand, the temporary failure of sales cannot become the key to life and death.

What I am afraid of is the collapse of the brand image.

Coincidentally, just after entering May, the P&G sanitary napkin department had a stumble.

After a difficult struggle in April, P&G's agents across the country lost most of their sales channels, and repeatedly communicated with P&G to return some of their inventory and return unfulfilled orders. But what's the situation with Procter & Gamble now?

Most of the country's sales channels have been blocked, and the Hushubao factory in Guangdong has been shut down, and several large shipping warehouses have been filled with unsalable inventory. At this time, if you recycle the inventory in the hands of suppliers, it will definitely be a dead end.

Just for the sake of Procter & Gamble's continued delivery to agents who have nowhere to sell even though it is already cold, many of P&G's agents who are in a wait-and-see state are completely rebellious.

But this one doesn't stumble.

What is really stumbling is that under the substantial agency policy preferences of New Taipei and Hengan, many Procter & Gamble agents have cleared the inventory of Hushubao products in their hands in order to vacate funds to seek a way back.

If it sounds good, it's called clearance, and if it doesn't sound good, it's called a fire sale.

The amount of inventory in the hands of the agent is huge, so the agent's sale is different from the sale of the store. It is a direct bulk clearance, to those second-hand dealers. These second-hand dealers then distribute them to the hawkers below through their own channels.

That's it, Hushubao, which was originally only sold in high-end supermarkets and flaunted as an imported brand, went to the vegetable market from the altar.

There are three main aspects to say that a brand wants to maintain its image: one is the pricing that is in line with its positioning. For example, the diamond is an object that is obviously useless, and if you add a sky-high price to it, then it will be eternal. Second, it is a sales channel that is in line with its positioning. If Rolex is sold in the vegetable market, it is estimated that it will become a civilian brand. Third, it is the continuous accumulation of word-of-mouth among the target group. For example, if a group of young girls talk about it every day, then he is popular meat. But if a group of aunts are always chattering, that's right, isn't this person an idol for middle-aged and elderly women?

From here, the brand image of Procter & Gamble sanitary napkins collapsed.

Due to the cold and cold price of Hushubao in the early stage, the unit price dropped from 7-12 yuan a pack to 2 or 3 yuan a pack, and the sales of the fire sale channel were hot, and it also attracted a group of profiteers who took advantage of the trend. Many black-hearted sanitary napkin processing dens directly put the substandard products produced on the outer packaging of Hushubao and brought them to the market.

In Shenzhen alone, there have been several cases of gynecological disputes caused by counterfeit Procter & Gamble sanitary napkins. Under normal circumstances, Procter & Gamble can prove its innocence through anti-counterfeiting means such as commodity identification numbers, but the current situation is that the national agent system has been paralyzed, without the cooperation of the agency department, it is undoubtedly a long process to find out the distribution and source of counterfeit and shoddy products.

After the industrial and commercial departments in many places issued self-inspection notices to Procter & Gamble and published them in newspapers, the signboard of Procter & Gamble sanitary napkins was finally smashed completely under the squeeze of competitors with large quantities.

May 4th, Youth Day.

Li Xian, who single-handedly directed the domestic war of sanitary napkins that caused a sensation in the domestic business circle, appeared at the capital airport.

This time I came to the capital, and there was nothing to do.

First, since the establishment of the New Taipei Weiyou Foundation in March, to more than a month in May, it has achieved quite significant results. It has helped more than 3,000 laid-off families and more than 4,000 laid-off female workers to return to work. In recognition of the achievements made by the New Taipei Foundation for laid-off workers, the province declared Li Xian a National Outstanding Young Person.

Also selected.

Second, it's a private matter.

Li Jie, who was procrastinating at home, finally couldn't stay still. After the establishment of the domestic brand alliance, Li Xian relied on this relationship to win the outer packaging supply orders of more than 60 enterprises, and the volume of waste cardboard recycling business in North America soared. Even if Li Jie loves her family again, she has to move.

Her departure also means that it is time for Li Xian to separate from Su Ya again.

Gotta send.

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