After entering the mainland market, Procter & Gamble began an overwhelming advertising campaign, and Wang Ye's advertising campaign to promote the Flower Story brand in Xiangjiang was learned from Procter & Gamble.

Many Chinese people are surprised to find that FMCG can still play like this, and these foreign brands are like magic.

Despite the high price of the product, it is still warmly welcomed by domestic consumers.

After that, Procter & Gamble began to enter the low-end market, relying on scale and standardization, and quickly sold throughout the country, with a market share of 47%, and more than 50% of shampoo and hair care products.

Procter & Gamble ushered in an era of unprecedented heyday!

At this time today, everyone may not have imagined that Procter & Gamble will also be low-end and low-end.

After reaching the peak this year, a long journey of decay began.

……

Although Unilever and Procter & Gamble are "tearing" all day long, their strength is actually far worse than that of Procter & Gamble, and its market value is only half of that of Procter & Gamble, that is, 100 billion US dollars.

Although Unilever is much smaller than Procter & Gamble, it actually has more brands than Procter & Gamble.

In more than 170 countries around the world, it operates 14 categories, and at its peak it was 2,000 brands!

It's an exaggerated number, but Unilever actually makes more miscellaneous things, in addition to household products, it also makes food and beverages. Like the familiar "Heluxue" and "Lipton" are Unilever's brands.

……

Procter & Gamble and Unilever are not cosmetics-oriented, so let's not mention them for now.

The real cosmetics giant should be L'Oreal, with a current market value of more than 90 billion, slightly lower than Unilever.

Although the overall market value of the home industry can only rank third in the ranking, it is also very commendable that L'Oréal can achieve such an achievement by focusing on cosmetics.

In terms of revenue data, L'Oreal has surpassed Procter & Gamble and Unilever in the cosmetics field, and must be ranked first in the cosmetics industry.

……

The fourth largest in the market value of the Jahwa industry is the well-known Estee Lauder, which is also the current partner of Meigo.com.

The market value is much lower than that of L'Oreal, only $30 billion.

The above four top four Jahwa giants are all European and American companies, as for the Asian Jahwa giants, it depends on Japanese and South Korean companies, which also has a lot to do with the current economic development level of Asian countries.

Japan and South Korea are the "Asian Tigers", which can already be regarded as developed countries, with enterprises starting early and high levels of national consumption, so that enterprises can develop rapidly.

Kao, Shiseido, and Amorepacific are among the world's leading companies in the national industry in Japan and South Korea.

If you only compare these three, Kao has a market capitalization of $20 billion, making it the largest. Amorepacific has a market capitalization of $8 billion, ranking second. Shiseido, on the other hand, is the smallest in size, with a market value of only $5 billion!

There was silence in the conference room, everyone was looking at the materials in their hands, only the "rustle" sound of paper turning.

Zhou Da suddenly spoke: "I feel a little wrong, why is Shiseido's annual sales so much higher than Amorepacific's, but the market value is not as high as the other party's?"

Hearing his question, everyone raised their heads and looked at Zhou Da.

Zhou Da motioned for everyone to turn to the fourth page: "There is a comparison of the sales of the two companies on this page, you can take a look." ”

Sure enough, according to statistics, in the past two quarters, Shiseido's revenue totaled $3.5 billion. Amorepacific's revenue is only $1.5 billion, which is less than half of Shiseido's!

However, the market capitalization of Amorepacific is 8 billion and Shiseido's is 5 billion dollars.

When you look at it, this is indeed the case, and you find it a little difficult to understand.

Wang Ye said with a smile: "Because these two companies are listed in their respective countries, Shiseido can only rank second in Japan, and there is Kao on his head."

In South Korea, Amorepacific is the boss, and there is no other opponent except for LG who is still a little competitive.

In addition, the Korean people's crazy support for local brands must also be understood. ”

Only then did everyone react, and it turned out that they had walked into a misunderstanding.

This kind of two companies listed in two places cannot compare the strength of the company according to market value. It's like Shiseido's strength is obviously much stronger than Amorepacific, but its market value is not as high as that of the other party.

"This also shows that Amorepacific's market value has a lot of moisture. Li Guanghua frowned and said slowly.

"Hehe, of course there is moisture, and it's not small. Wang Ye said with a smile.

Xu Jing also interjected at this time: "Actually, I have a question, why did Wang Dong want to buy Japanese and Korean cosmetics companies, Shiseido I also understand that its reputation in China is not small." But Amorepacific is rarely seen in the domestic market, right?"

"It's very small, to be precise, Amorepacific's market share in the Chinese market last year was only 0.9%, which is a relatively niche brand. Wang Ye replied.

Xu Jing's question is also a question for everyone.

In recent years, in the domestic cosmetics market, European and American brands are dominant, but fortunately, under the leadership of Wang Ye, domestic brands have also risen in recent years.

In particular, Flower Story, a brand created by Wang Ye, should now be the first in single-brand sales, and even big brands like L'Oreal have to retreat.

Japanese and Korean brands, especially Korean brands, are not popular at all, and few people deliberately choose their brands.

I don't know if you've noticed this phenomenon. ”

Wang Ye put away his smile and asked everyone seriously.

Many people think that the invasion of the Korean Wave is a matter of recent years, but in fact, this is a wrong understanding, since the 90s of the last century, Korean entertainment culture has entered the mainland, and it has been a full 20 years!

The "Hallyu Invasion" can be divided into three phases if analyzed in detail.

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Hallyu 1.0 era: Watching Korean dramas and listening to Korean songs is mostly non-mainstream

Time span: 1993-2004

In 1993, the Korean TV series "Jealousy" starring Choi Zhen landed on the mainland screen for the first time, kicking off the prelude to the Korean wave sweeping the mainland entertainment industry for 20 years. I think you may not have it in your memory, because when you first came to the show, the show was not popular. However, you must remember that 4 years later, a large number of Korean dramas such as "What is Love", "Dream of Stars", and "Tianqiao" were introduced one after another.

"Dream of Stars" is starring Choi's real partner Ahn Jae-wook, a rich and handsome male protagonist and a beautiful female protagonist of Cinderella, the standard bloody plot captured the hearts of a group of female audiences at that time, and "Xiaomin Brother Fever" also spread all the way from South Korea to China. Ahn Jae-wook's hairstyle in the play looks like the standard "washing, scissors, blowing and killing Matt" today, but at that time, it quickly swept the whole of China and became the favorite hairstyle of young people chasing trends, and Ahn Jae-wook also became the first Hallyu star to knock on the door of the Chinese market.

If "Dream of the Stars" is the pioneer of the Korean Wave, "Bubble Love" and "Winter Love Song" are the models of the Korean Wave after it was detonated.

At the same time as the sudden rise of Korean dramas, the Korean movie "My Sassy Girlfriend" was introduced to China in 2001, which caused the "Sassy Girlfriend Trend" to blow up, resulting in girls being proud of beating their boyfriends at that time, and Jun Ji-hyun became the goddess in the hearts of the whole people.

There is a line in the movie, "If she hits you, you must pretend that it hurts, and if it really hurts, then you must pretend that it is okay." This almost became a must-use phrase for the Hahan clan to write love letters at that time.

……

Hallyu 2.0 era: Korean stars took the initiative to come to China, and their income increased 20 times

Time span: 2004-2008

Before 2004, although Korean stars had accumulated a lot of fans in China, the Chinese market was not the most important thing for them.

After 2004, Korean stars began to enter the Chinese market in a large-scale and planned way. Among them, there are Zhang Nara, who takes China as her home, and Rain, who regularly comes to hold concerts and fan meetings.

……

Hallyu 3.0 era: Made in Korea to made in South Korea.

Time span: 2008-present

After more than 10 years of development, the Chinese market has become an indispensable and important position for the Korean entertainment industry.

With the change in the tastes of fans, the Korean entertainment industry has also begun to cultivate Hallyu stars "produced" by China and "packaged" by South Korea. Han X can be said to be one of the predecessors.

At the same time, more and more Korean variety shows have begun to be introduced to the mainland, and the entertainment industry of China and South Korea has entered an era of "you have me, I have you".

Han X is here, and a large wave of Chinese Korean stars such as Lu X and Song X are also here!

……

Now that Wang Ye is talking about this matter, of course everyone understands it, but this is a matter in the entertainment industry, and everyone can't do anything if they want to, so they can only smile wryly and shake their heads.

"I really don't know what those domestic artists and singers are doing, so that the stars of such a small country have robbed our domestic market. Back then, Hong Kong stars were the most sought after objects in Asia. Li Youlun said angrily.

Wang Ye said unhurriedly: "What we can't change, then accept it calmly, this phenomenon is estimated to continue for a few years."

In fact, entertainment culture is also closely related to the strength of the country, the whole world is obsessed with European and American superstars, and the whole of Asia has been popular in Japan, South Korea, Xiangjiang Treasure Island, and other places of star.

Why? Aren't these countries and regions still rich? When China's national strength reaches the point where the world is strong, we will also export our culture. ”

"Then until then, we can't sit still and change the trend, so we can cater to the trend. Isn't it popular to have Japanese and Korean styles, and Japanese and Korean cosmetics will soon become popular. Why don't we start by buying two Japanese and Korean cosmetics companies and enjoying the benefits of this Hallyu invasion. ”

Wang Ye said, and couldn't help but want to laugh a little: "I really want to see that in a year or two, those girls in China will work hard to save money to buy Japanese and Korean brand-name cosmetics, which are actually our company's brands." ”