This is a data adopted by the mass media to prove the success of Nais: in 2000, the sales revenue was 2.5 billion yuan, and the total profit and tax was 500 million yuan. Laundry soap outshines others, and washing powder took only one year to reach the first place. Previously, the washing powder market in China has been dominated by Procter & Gamble, Unilever and Qiqiang. After several years of operation, foreign capital has firmly occupied the vast majority of the urban market, and Qiqiang has avoided its sharp edge, starting from the rural areas where foreign capital is not paid much attention to but the market capacity is huge, ranking first in national sales for three consecutive years. In addition to the far-ahead laundry soap, washing powder has advanced by leaps and bounds, and the sales volume of carved toothpaste has also exceeded 654.38 billion. Officials of China Toothpaste Industry Association commented that the carved brand toothpaste entered the market at an unprecedented speed. In the past, it took several years for a professional toothpaste factory to reach the sales volume of 50 million pieces. Even multinational companies did not reach the speed of Nais at the beginning of China. Carved brand detergent has also been firmly in the second place, leaving the latecomers far behind and becoming a 50,000-ton enterprise in the leading camp, pushing white cat detergent. This is a miracle. In view of the market situation, find the market gap of products or create new markets, so that products can become the leading brands in consumers' minds. After cooperating with Hong Kong Likang Company, Nais locked the breakthrough point in laundry soap. This is an area that consumers don't feel: local goods are fragmented and there is no national brand at all. Here comes the opportunity. Why didn't the laundry soap at that time have brand awareness lies in its own defects: large, rough, sallow in appearance, naked and unpackaged, and the taste is really flattering, so it is commonly known as "smelly soap". However, smelly soap is a necessity for people to wash clothes. Although soap tastes good, its detergency is not as good as laundry soap.
If we want to open the gap of laundry soap, we must reform the internal quality. Carved super soap appears in front of ordinary people with its unique color (blue) and shape (concave), and its special image representative-big carving means quick decontamination. However, when they first entered the market, the novel colors and packaging did not bring consumers' favor to "carving", but they thought it was a kind of exquisite soap, and the carved super soap was left out in the cold. In the face of difficulties, a famous advertising planning case, which was cited as a classic by many enterprises in the future, was quietly introduced in Nais Company. 1June 2, 9931day, Zhejiang daily published a free gift advertisement of naes company, and a registered trademark of handwritten Chinese character "Diao" first appeared in a prominent position in the media. The advertisement lists four advantages of carved super soap, and tells readers that they can get a free super soap and win a free trip to Hong Kong and Macao as long as they cut out the advertising coupons in the newspaper. Once the advertisement was launched, the popularity of each distribution point increased sharply, and many consumers enjoyed many benefits of washing clothes for free with super soap. Word of mouth also left a good image of engraving cards in consumers' hearts.
The success of carving super soap lies in finding the blank spot in the market. At the same time, in order to occupy this market, we use unique promotional communication means to establish the popularity of products, urge customers to try, and enhance their goodwill and preference for products through consumption experience, and improve the trust value of products. Then the carved transparent soap was quickly mounted. This time, the shape has changed from big to small, and it can be held with one hand, which is convenient for consumers to use. At the same time, the fragrance has also been transformed into a faint fragrance. With the mid-range price, it was quickly accepted by thousands of consumers as soon as it was listed, and many supermarkets were snapped up as soon as they entered the cabinet. Carved brand transparent soap has been sought after by consumers for a long time since its listing, which surprised the peers who were not optimistic at the beginning. When they woke up, they had missed the opportunity. Carved brand transparent soap deserves to be the first brand selling laundry soap. Transparent soap's success earned the first pot of gold for Engraving Card.
Use price strategy. Consumers are always very sensitive to prices. Carve brands and open a hole in the urban market with low prices. With the guarantee of excellent quality and the creation of new markets, the price advantage has increased the chips for the success of carving brands. Diao brand washing powder has been recognized by consumers for its excellent quality and ultra-low price. 1999, the carving brand announced that it had built one of the four automatic powder spraying equipment in the world, which greatly improved the production efficiency. To this end, it was noticed that at the beginning of this year, the price of Diao brand washing powder dropped to a box in 29 yuan, which broke the psychological defense line of 30 yuan, and colleagues were caught off guard by the price in one step. In 2000, Di 'ao brand washing powder made persistent efforts, and after laundry soap, it won the first sales volume in China. The "triple jump" of Diao brand washing powder not only made itself shine, but also triggered the price diving of the whole industry. Foreign-funded enterprises, led by Procter & Gamble and Unilever, have to lower their noble heads. The retail price of each bag of washing powder with the same capacity is reduced from 6 yuan to 2.2 yuan, which can reduce the living expenses of Chinese people by more than 5 billion yuan every year, and the prices of domestic brands are also falling again and again.
If the success of carved laundry soap is speculative, then the success of washing powder can be described as a really beautiful counterattack. Sculpture has its own foresight in choosing this industry that is no longer valued by many people. First of all, there is a serious shortage of middle-priced washing powder in the urban market. With the continuous decline of consumption level in recent years, the high-grade concentrated powder headed by Vigor 28 and White Cat in the early years gradually fell out of favor and was gradually replaced by compound powder of foreign brands. However, the price of washing powder abroad still exceeds the acceptance level of most consumers, and the market urgently needs the emergence of mid-range washing powder. Furthermore, the rural line leader represented by Qiqiang and Quanli has a solid foundation in the rural market, but one thing is the weakness in popularity. Rural consumers, however, have not seen any advertisement from any manufacturer in the limited TV media, so they are blind in the choice of washing powder. Opportunity is the market. Carving brands entered the daily chemical industry with low price as a "charge gun", and established brand image in the rural market with advertisements, and the results blossomed everywhere.
With the development of the market, in order to enhance the brand value, Cabin began to use high-priced strategy in a timely manner. In 2003, Naaisi successively went on the market to carve brand natural soap powder all over the country. Natural soap powder washing and care "two in one", advocating a new concept of fashion laundry, is a humanized and ecological environmental protection product. The retail price of 400g natural powder (household clothes) is 3.5 yuan/bag, which stands out in the homogenization of new washing powder. For consumers, high price often means high quality and high social class. The fresh release of carved natural soap powder marks that carved brand has entered the high-priced market segment of daily chemical, which is conducive to enhancing the brand added value of carved brand, and the environmental protection characteristics of products further enrich the brand culture. At the same time, its multi-variety attack, especially entering the high-end nursing market dominated by P&G, can strategically distract opponents, increase the brand's anti-risk coefficient, and help to truly break the blockade of P&G in the daily chemical industry. Tip 3: The ultimate realization of any product value depends on the sales terminal. Strong distribution system and channel advantages have enabled sculpture to achieve a super-high-speed rise in a short time. When carving signs a contract with the dealer, it will promise the dealer a certain rebate at the end of the year to ensure that his efforts for one year will be rewarded accordingly.
Absolute confidence in the distribution of engraved cards allows dealers to willingly put the advance payment into engraved card accounts when signing contracts. This move kills three birds with one stone: First, it greatly strengthens the cooperation foundation between manufacturers and distributors; Second, the advance payment method has made a solid guarantee for the liquidity of carved cards, so that production and advertising can operate normally; Third, and most importantly, the carver drained the dealer's liquidity to a certain extent, which made the dealer want to represent other brands, but also suffered from insufficient funds, which ensured the dealer's loyalty to the carver. What the sculptor is most proud of is that he not only made full use of his production capacity, but also visited external processing all over the country. A strange and ironic phenomenon is that there are 30 enterprises in 19 provinces, including four detergent factories of Henkel in China and two factories of Procter & Gamble. Their production line is producing Nais products every day, and the latter's soap, washing powder and toothpaste are competing with them for market share. It is reported that because of this entrusted processing, Xuzhou Henkel Detergent Co., Ltd. got rid of the predicament of losing 40 million yuan and turned losses into profits. Gansu "Blue Star" turned losses into profits, and set a new historical record for the production of washing powder in this factory for 20 years. More importantly, these entrusted processing enterprises have become the sparks quickly planted by Naes in the whole country, which not only effectively realized direct sales of producing areas, but also greatly reduced transportation costs. Naaisi people have calculated such an account by themselves: the second and third technical transformation projects of washing powder have an annual production capacity of 500,000 tons, and the transportation cost of raw materials and finished products per ton is more than that in areas with convenient transportation, which costs 600 yuan. After one year, the profit of 300 million yuan will be wasted. Compared with this, we only need to pay the processing fee per ton of 200 yuan, and the cost is quite small. Secret 4: Advertising must put forward targeted needs according to different product characteristics and different target consumer groups, and realize the perfect sublimation from creating and expanding popularity to consolidating brand image and shaping corporate culture. There are many ways to appeal to sculpture advertisements, but they all have clear and consistent core ideas.
Transparent soap's advertisements focus on the rural market. Compared with the situation that washing machines are used more frequently in cities and washing powder accounts for a large proportion, the soap utilization rate in rural markets is much higher. Therefore, transparent soap's advertisement used an elderly couple in the countryside, and with a casual conversation, it clearly conveyed the effect of carving transparent soap. The amiable images of the two old people next door also make people feel very real, which brings consumers and products closer. Obviously, this is an effective advertisement for established markets and consumers.
The advertisement of Naaisi crystal soap is the first time that the carved brand has been endorsed by a star. This is also an effective direct attack on product positioning and target groups. As an avant-garde and novel product, Crystal Soap is mainly aimed at young people who are curious and willing to try new things, and Mavis Fan is a favorite star of many young people. Star promotion is the most effective and quickest way for such products to enter the market. However, the original Nais soap was a popular product, so this strategy was not adopted. Let's look at the advertisement for washing powder. The first advertiser of Diao brand washing powder is mainly aimed at the urban market and wants to fill the vacancy in the mid-range washing powder market. Therefore, the affordable price is the main appeal point. This advertisement evaded the functional propaganda of many washing powder advertisements at that time, repeatedly used "I want to carve a brand" to attract consumers' attention, and used "only choose the right one and don't buy expensive ones" to imply the affordable price of carving a brand. As a result, the advertisement became a household name as soon as it was broadcast, which played a great role in enhancing the popularity of carved cards. The second advertisement of Diao brand washing powder, "Mom, I can help you wash clothes", broke the conventional function propaganda of washing powder and was unexpectedly welcomed by consumers. Unique perspective, true feelings, this advertisement keeping up with the pulse of the times, let the carved brand enter thousands of households with deep affection. This year, Diao brand washing powder miraculously jumped to the second place. At the same time, this advertisement also caused a lot of controversy, accusing it of "making money with the tears of laid-off workers". However, since the advertisement was put on, the articles discussed in the media alone have earned enough attention and attention resources for engraving cards. Many consumers who prefer foreign brands are also moved to carve cards. In different understanding voices, the advertisement of Diao brand washing powder not only won attention, but also conveyed the brand connotation with family culture as the main body to consumers' hearts, which became the key link of brand building. If the advertisement of transparent soap established the popularity of Carved Card, then the advertisement of Carved Card Washing Powder completed the brand building.
Carving takes off by advertising, but it is not aimless bombing. The advertisement of each product is aimed at different consumer groups, and strives to penetrate the hearts of the people. Every advertisement jumped out of the old propaganda mode of competitors and left a deep impression on consumers. At the same time, every advertisement closely revolves around "one voice", that is, the core culture of Nais Group-"Our efforts are only to improve your quality of life" and "sincere input and spiritual convergence" ... This is a people-oriented return, a supreme pursuit of advocating enterprises to serve the public and communicate on an equal footing. Carved strong, the market position is obvious, but overlooking the battlefield where the smoke of daily chemicals has not dispersed, Nais also felt the seriousness of the situation. With the fierce expansion of engraving cards, it was gradually suppressed by local tyrants. Since the boss's position was seized by carved cards, Qiqiang began a large-scale image propaganda, focusing on supermarkets and fighting back against carved cards. However, Procter & Gamble, a multinational daily chemical giant, changed its price strategy and launched Rejoice Daily Care Shampoo from 9.9 yuan to occupy the low-end market. The road ahead is still bumpy, followed by the cruelty and uncertainty of competition. I believe that under the guidance of these four secrets, relying on a solid brand foundation and brand culture with national plots, Master Diao will certainly be able to manage his soaring "sky".