"If someone cheats you again and again, all you have to do is dump him immediately"-this is the slogan in Qingyang business. In the current competitive and complicated market environment, it is meaningful to celebrate the voice of foreign self-confidence outside the picture.
In the past month, Qingyang shampoo advertisements endorsed by Xiao S (), a famous artist in Taiwan Province Province, have frequently appeared in various high-end magazines and occupied the core position of outdoor advertisements in major cities in China. I once turned on the TV-no matter CCTV, Satellite TV or local TV stations, I clicked on domestic portals and advertised everywhere, which objectively formed a growing "Qingyang complex".
Under the background of pervasive and seamless advertising realism, the author is not only infected by Xiao S's calm self-confidence, but also deeply touched by his "new idea" of promoting dandruff removal. On February 28th, 2007, the first anti-dandruff shampoo Qingyang brand which was praised by the outside world was officially listed in China. Unilever described Qingyang's future goal in a higher profile: sharpen a sword in ten years and aim to win the championship!
On April 27th, 2007, a new product launch conference of Qingyang dandruff shampoo was held in Beijing, and its advertising spokesperson, Xiao S (), a popular artist in Taiwan Province, was invited to make an appearance. In addition to sharing my own experience in hair care and dandruff removal, I also skillfully expounded my understanding of Qingyang brand-the style should be brilliant, and it is more elegant without dandruff!
At this point, the brand promotion of Qingyang brand in Chinese mainland market officially began.
Before entering China, Qingyang has become the first brand in the dandruff removal market in South America, Europe and Southeast Asia, and its dandruff removal effectiveness has been confirmed by hundreds of millions of consumers. The senior management of Unilever (China) Company publicly stated that the vacancy of professional anti-dandruff products is the biggest problem facing the current anti-dandruff market. Unilever enterprises are full of confidence in Qingyang's future performance in China market, relying on decades of professional anti-dandruff research experience.
After more than ten years of market cultivation and development, Head & Shoulders' anti-dandruff market and anti-dandruff complex have long been deeply rooted in people's hearts. When people think of dandruff removal, Head & Shoulders is the first thing that comes to mind. In addition, with the promise of "removing dandruff without hurting hair", Feng Ying also occupies a place in this market segment.
According to the professional market survey data, 80% of the dandruff market share has been occupied by P&G Head & Shoulders brand, while many local brands are nibbling away the remaining 20% of the market stock. In contrast, polarization is very serious.
The concept of dandruff removal has always been an important appeal point in the shampoo market, and the market competition is extremely fierce. 60% people are not satisfied with the anti-dandruff effect. It can be seen that consumers' recognition of anti-dandruff brands is not ideal, and the market potential is still huge. Under this demand, the "high profile" and "self-confidence" of Qingyang brand will undoubtedly have a fundamental impact on the competitive order and market structure of the dandruff market.
Although Qingyang brand is the first brand launched by Unilever since it entered the China market, it is not only aimed at the China market. According to the senior management of Unilever (China) Company, Qingyang was born in 1973 and sold in Europe, Southeast Asia and other markets, with more than 6,543.8+billion consumers worldwide. Before Qingyang entered the Chinese mainland market, its listing in the Southeast Asian market was a great success. It is reported that Qingyang's sales in Singapore, Indonesia, Thailand and other Southeast Asian countries have been rising since its listing, and its market share once exceeded P&G Head & Shoulders 10 to 20 percentage points.
At present, the total sales volume of domestic shampoo market is close to 20 billion, of which anti-dandruff products account for more than half. Unilever reveled in the huge market demand and business scale, and then put forward that Qingyang will become the leading brand in China shampoo dandruff market in the next three years. According to the data of "Investigation Report on Scalp Health of Residents in China" published by china health care association in 2007, since the problem of dandruff was first raised in the mid-1980s, the proportion of people suffering from dandruff in China has not been controlled, but has increased greatly in recent 20 years. In addition, the expenditure of100 billion yuan has not effectively controlled the dandruff problem. Correcting its causes-four misunderstandings, such as "paying more attention to cleaning than nourishing, unbalanced scalp nutrition, bad habits of mixed shampoo and shampoo and hair care", directly led to the difficulty of removing dandruff in China for 20 years.
From the medical professional point of view, the growth of dandruff is caused by the overgrowth of fungi on the scalp, and the removal of dandruff should be based on killing fungi. Many dandruff shampoos only focus on "treatment"-washing away dandruff from hair, ignoring the product mechanism of combining "prevention" with "treatment" and treating the symptoms first. Therefore, since 1988 China first appeared dandruff products, the dandruff problem of China people has been more than just.
Looking at the domestic daily chemical market, the consumer education and market cultivation in the dandruff market have gone through a long process. Today's dandruff market is undoubtedly a relatively mature market field, and there is no need for deliberate guidance and excessive education and consumption.
In view of the blind spot in the target market, combined with the characteristics of the market, the Qingyang Global Technology Center under Unilever has been carefully researched and developed, and has passed the effective test of the target population, and has launched a series of products (34 items) covering shampoo, hair care and other fields, and for the first time launched a series of products for men's needs, including multi-effect moisturizing maintenance, strong and healthy hairstyle, deep nourishing vitality dandruff shampoo, conditioner, hair mask and other products.
In order to promote Qingyang to become "the most trusted professional brand of scalp care for consumers", first of all, in terms of product competition technology, Unilever established Qingyang Global Technology Center; Secondly, in terms of effective added value of products, Unilever implanted the core technology of Vita Minerals Group into it; Furthermore, in terms of market guidance and educational consumption, Unilever vividly described the concepts of scientific shampoo and gender difference; Finally, in terms of market cultivation and brand promotion, Unilever not only paid equal attention to online advertising and offline advertising, but also launched an activity marketing campaign-"Thousands of people accepted the dandruff challenge and won a fashion trip to Paris".
The emergence of self-confidence is a sign that it will build the shampoo front of Unilever Kingdom with the isomorphism of Lux and Xia Shilian. For a long time, in the shampoo war between P&G and Unilever, P&G has an absolute advantage in the direct competition with Unilever in terms of brand influence, market scale and market share. Especially in the dandruff shampoo market, Unilever has never had a leading brand to compete with P&G's Head & Shoulders.
As a new brand launched by Unilever for the first time, Qingyang aims to make up for and improve its shortcomings and defects in the anti-dandruff market competition.
However, with the new listing of Unilever's Qingyang brand, the domestic shampoo market, which was originally depressed and calm, began to be filled with a strong smell of gunpowder.
As a brand holder, Unilever is not only one of the largest consumer goods manufacturers in the world, but also one of the companies with the largest brand promotion and advertising budget in the world. It invests nearly 50 billion RMB every year to promote its brands including Lux, Ponzi, Xia Shilian, Dove, Mystery, Geno, Zhonghua, Lipton and Lipton.
According to relevant sources in the industry, Unilever plans to prepare a market expense budget of not less than 300 million yuan for the marketing of Qingyang brand to ensure the orderly promotion of advertising investment, business sales and brand.
In order to effectively promote the listing of Qingyang products, Unilever (China) Company has made great efforts in media promotion. In the nationwide marketing stage, apart from following the heavy investment of traditional TV media such as CCTV and local satellite TV, Qingyang has spared no effort in resource development and system integration of emerging media. When ordinary consumers shuttle back and forth in scattered Qingyang outdoor advertisements, put them on the magnificent road media and enter major domestic portals, the information of enhancing self-confidence and dandruff removal is being fully instilled with interest, consumer education and brand guidance. The original Qingyang comprehensive upgrade series. The newly added epoch-making high-tech formula "nourishing factor 10" and 10 are effective ingredients, which can penetrate deep into the scalp and reach the third layer, solve the unhealthy problem of head skin, effectively inhibit dandruff generation and prevent regeneration from the root cause.
Xin Qingyang men series
With the addition of clomizole, a double-effect anti-dandruff formula is formed with the original anti-dandruff component ZPT, and the deposit amount of anti-dandruff agent is better and the anti-dandruff effect is more lasting. Add 3 times sunflower seed oil, penetrate into dermis, strengthen scalp barrier, enhance scalp resistance to external stimuli, and effectively inhibit scalp itching, greasy head and other problems.
Brand-new Qingyang ladies series
Adding 2 times more dextropanthenol than the original Qingyang. Authoritative laboratory tests have proved that new hair cleaning makes hair more supple. Dandruff removal can also strengthen hair and effectively reduce hair breakage.