For more than forty years, Zhenshiming Pharmaceutical has been adhering to the purpose of "caring for every bit and spreading all over the world", adhering to the business philosophy of "market-oriented, relying on culture, surviving by quality and promoting development by science and technology", and making use of Zhenshiming's unique brand positioning, differentiated marketing strategy and highly competitive product research and development, and constantly pioneering and innovating in the field of ophthalmology.
Looking back on these glorious history, domestic old brands will face such a problem. On the one hand, they have accumulated in the domestic market and are not worried about the immediate sales. What's more, now people are facing computers and screens all day, and the demand for domestic eye drops is growing. However, on the other hand, new products at home and abroad are constantly entering, and some major competing products are also stepping up their efforts to seize the market. Therefore, upgrading the brand in an all-round way and improving the product quality is the long-term solution, otherwise it will be eliminated sooner or later. Zhenshiming has refreshed new marketing concepts among these established domestic brands and broken the passive situation of domestic brands.
At that time, Zhenshiming was faced with a new choice of "brand refresh". Zhenshiming Eye Drops has long been ranked in the top three in the domestic eye drops market, with annual sales exceeding 100 million yuan and brand awareness exceeding 40%, which has a high market share among student consumers. However, according to market research, before this, in the minds of consumers, "Zhenshiming is very cheap", "products for students", "low-grade" and "never bought it after graduation". In recent years, the rapid development of eye drops market, on the one hand, benefited from the increase in the number of myopic students, but more importantly, due to the popularization and development of computers and the Internet, symptoms such as eye fatigue and dryness of white-collar workers suddenly increased, and white-collar workers became an important part of eye drops consumers.
Zhenshiming will lose a once-in-a-lifetime market opportunity if it does not refresh its brand; If Shi Ming does not adjust its strategy with the changes of the market, even the student market will be lost in a few years, because parents will have higher and higher requirements for their children to use eye drops, and they need high-quality eye drops for students. At the same time, Little Eaton, the first brand of eye drops, is also eyeing up and gradually encroaching on the student market. Editor: Chen Jiangnan