Products originally planned to be launched in the second half of the year, or next year, are now launched in advance. Affected by the epidemic, Guangdong Luoman Intelligent Technology Co., Ltd. (hereinafter referred to as "Luoman Intelligent") did not achieve satisfactory results in the first quarter. However, the company actively adjusts its mentality and strategy to solve problems through the market. Yan Youchun, chairman of the company, said, "Strengthen communication with customers, launch a batch of new projects in advance, and remedy a batch of orders with new products."
This personal high-end nursing brand located in Zhangmutou used to be a typical OEM, working for foreign brands 16 years. Since the launch of its own brand electric toothbrush products, it quickly opened the market and became an invisible champion in this field. Today, Roman Intelligence has made every effort to build a personal care brand product matrix, which has gained a lot at the Canton Fair and the German IF International Design Forum, and hedged the impact of the epidemic with high-quality products.
Launch new products in advance and occupy the market quickly.
At the recent 13 1 Canton Fair, Roman Smart displayed brand-new personal care products online, including electric hair dryers and electric toothbrushes with independent research and development technology, which were favored by European and American customers. There are reasons to support it. At the IF international design forum in Germany in 2022, the Mini 18 tooth washer developed by the company broke through more than 10000 products and won the IF product design award in 2022.
As a company specializing in the production of electric toothbrushes, razors, hair straighteners and other beauty salons and personal care products, Roman Smart has risen rapidly with its smart products with high value, fashion and trend, and has created an explosion of over 800,000 pieces of single product sales. But under the epidemic, Roman intelligence was a bit "injured".
"Since the second half of last year, the market consumption power has declined, and it has dropped quite sharply. Overseas, because of the epidemic, no cargo ship can be found. " Yan Youchun introduced that under the influence of the epidemic, Roman Intelligence has accelerated the pace of pushing new products. Products developed two years ago will be put on the market six months or one year in advance. "New products include smart electric toothbrushes and smart electric hair dryers, which are important supplements to the company's performance growth, accounting for 20%-30% of the company's business volume."
Roman Intelligence was established in 2006, and has done OEM work for 16 foreign brands. With profound technical accumulation in the industry, it is a high-tech enterprise in Guangdong Province. However, as we all know, no matter how strong your technology is, the profit of OEM is usually relatively low.
Yan Youchun was thinking about this question at the beginning of his business: why can the same technology, technology and quality be sold well all over the world with European and American brands, but can't it be attractive with other brands? Are the "Made in Germany" and "Made in Japan" sought after by consumers just because of their beautiful appearance and good marketing?
Not satisfied with the role of OEM for foreign brands, Roman began to attack his own brand. In 20 17, Roman began to set foot in the domestic market.
Solve the market demand for user portraits.
In 20 19, Rome Smart aimed at the new generation market in first-and second-tier cities and launched a new online celebrity-level electric toothbrush "Small Fruit Brush". With its high value, fashion, trend and product functions in line with consumption trends, it quickly captured the hearts of young people and realized the domestic substitution of overseas brands.
"The annual sales volume of small fruit brushes is more than 800,000 pieces, and the sales volume exceeds 65.438+0.2 billion yuan, which was absolutely explosive in that year." Yan Youchun introduced that the "small fruit brush" adopts bold avocado green and metallic texture, and the brush head is smaller than the ordinary toothbrush. Compared with electric toothbrush, it looks more like an expensive cosmetic. "We use our own patented motor, which has quieter sound and higher vibration frequency, and can also clean tooth stains and achieve the effect of whitening teeth. And it is only charged once a year. Only Roman could do it on the market at that time. Many international big-name electric toothbrushes are charged twice a month. "
The success of "small fruit brush" made Roman realize that the target group of electric toothbrush is young women in first-and second-tier cities. What is the consumer demand of this group? They are very concerned about tooth whitening and are very sensitive to the "face value" of products. Their understanding and expectation of beauty cosmetics have penetrated into the product category of oral care.
Yan Youchun said that Roman Intelligence saw the needs of users and developed and produced products that really solved problems for users. "Using an electric toothbrush can achieve deep cleaning of the mouth. The concept of "one brush, two connections and three flushes" helps consumers develop the good habit of cleaning and protecting their teeth. When word-of-mouth spread, Roman Intelligence has formed a brand advantage in the consumer market. "
Deeply involved in the manufacturing field of 16 electric toothbrush, Roman Intelligent entered nearly 10000 dental clinics and was recognized by tens of thousands of doctors. This group of customers, considered by Yan Youchun as "the most critical and knowledgeable products", have brought a good product reputation to Roman intelligent electric toothbrush.
Accelerate the entry into overseas markets.
Affected by the epidemic, Roman Smart's performance in the first quarter declined to some extent. "During the epidemic, 1 1,000 off-line cooperative dental clinics closed down. Besides, the supply chain is broken. We have five suppliers in Da Lang, and the materials can't be exported. Fortunately, the decisive action of the government and accurate and effective epidemic prevention helped us quickly restore the supply chain. " Yan Youchun said.
The success of explosive products has enabled Roman Intelligence to have a deeper understanding of consumer demand and consumption trends. The sales results tell Roman Intelligence that different markets have different needs. Different consumer groups and regions will have different performance, design and appearance. In other words, this is the so-called "differentiated competition".
According to reports, Roman intelligent marketing focuses on deep interaction with users. Through digital marketing, we can draw portraits for users, so as to develop and produce products that meet the needs of consumers. The company has multi-platform layout in Tmall, JD.COM, Tik Tok and Xiaohongshu.
"Discuss deeply with customers and customize different products according to actual needs." Yan Youchun took the intelligent hair dryer as an example. "The markets in Brazil, the United States and Europe are very different. Brazilian customers have higher requirements on the temperature of electric wind blowing, and the temperature to be blown out is 240-250℃, and 220℃ for American products is enough. European products can be around 200°C, but they need higher wind speed. "
Starting with electric toothbrushes and focusing on personal high-end care brands, Roman Intelligence has formed a product matrix. Its products cover electric toothbrushes, tooth flushers, mouthwashes, dental floss sticks, toothpaste, brush motor hair dryers, rechargeable hair straighteners, automatic hair curler and so on. Yan Youchun revealed that enterprises are accelerating their entry into overseas markets. For example, there are 1200 offline stores in Japan.