Column number, localization, five ways

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The two-year merger and acquisition case is equally distressing. With the completion of the largest acquisition in the local Japanese chemical industry in 2007, the German Beiersdorf Group obtained an 85% controlling stake in Wuhan Sibao Group Sibao Daily. With a preferential purchase of another 15% of shares for three consecutive years, the Silk Group eventually married the “Grandeur” of Baiersdorf in Germany when its market share could not rise to double digits. Another treasure of the local brand, the protagonist is "Dabao". In the state of stagnation, he has no choice but to go to the United States Johnson.

The little nurse and Yuxi were also acquired. A series of mergers and acquisitions, to us to ask a problem, is it that local brands are only swallowed up, what is the prospect of nationalization?

Difficulties are real, competition is cruel, and some local companies seem to have no confidence in themselves, thinking about how to "marriage." Or switch to it, is there no other way out? The answer is obviously no.

The good news is that we still see a group of energetic and enterprising local Japanese companies fighting hard. Although they are not strong enough, there is hope for living. Here, there are several models, I call them The route, for your reference, the so-called dare to ask where the road is, the road is at the foot.

Chinese herbal medicine route: representative work overlord, Yunnan white medicine toothpaste

In the past two years, the overlord has been widely concerned about the industry. At the same time, a number of Chinese herbal medicine brands, Ao Xue, Ao Xue, Ao Qi Li and Yunnan Baiyao Toothpaste, have been playing Chinese herbal medicine cards. Supporting localization and daily force.

Overlord’s main demand for Chinese medicine is to show a clear upward trend. Statistics show that the market share of “Overlord” shampoo has achieved “triple jump”, rising from almost negligible 0.7% in 2005 to 3.1%. And then to 5.1% at the end of November last year, the total sales in 2007 exceeded 1 billion yuan. Yunnan Baiyao Toothpaste has torn a gap from the most frequently consumed toothpaste. It has sold over 300 million yuan in just one and a half years. It is also a Chinese herbal medicine card.

Bawang and Yunnan Baiyao toothpaste have several common operational characteristics. First, the retail price of the product is high, the profit left to the channel and the terminal is relatively high, and the dealer is willing to promote it. Second, the product features are highlighted, and the shampoo of the overlord Positioning Chinese medicine to raise hair, the main anti-off, black hair solid hair, oyster oil hair and other functions; and Yunnan Baiyao toothpaste is positioned in a "oral all-around health toothpaste", the main gum bleeding, mouth ulcers, gum swelling and pain. It can be said that the appeal is direct; the third is the very distinctive and unique brand background. The overlord appeals to the family of Chinese medicine, while the Yunnan Baiyao toothpaste is born with the historical background of the old name. Therefore, the conviction is relatively high.

In addition to the above two brands, the Chinese herbal medicine route has also succeeded in brands such as Aoqili, Ao Xue and Herborist. It shows that this market has great potential to be tapped.

Franchise store route: Masterpieces: Nature Hall, Soft Ting, Tingmei

The enclosure movement of a daily chemical industry is quietly taking place. The daily franchise stores are generally dotted with convenience stores, and the speed is growing at an alarming rate. This is the territory that multinational brands have no time to consider.
The franchise stores have the characteristics of flexible space layout, strong market orientation and independent promotion. The so-called small boat turn around, the promotion of franchise stores need to be carefully planned and carefully deployed according to different regions, different stages and seasonal characteristics, and innovate from products, advertisements, terminals, activities and other aspects to form a strong promotion synergy. At the same time, it can avoid the risk of connecting with competitive brands in the terminal and bearing high sales expenses.

The main sales channel of Guerlain's Tingmei is the daily franchise store, which implements strict closed management and professional training for retail customers. It is said that the annual return of a single store can reach more than one million. This is done by deepening the potential, penetrating through existing channels, and achieving hundreds of millions of sales per year on non-mainstream channels.

There are some “hidden champions” in the Japanese chemical industry, such as Soft Ting and Nature Hall, which are hardly noticed. Soft Ting sells its products through self-operated chain beauty salons, with annual sales reaching 700 million yuan! Natural Hall and its beauty have risen from the franchise stores and the front store backyard channels, and have begun to influence their peers in the strategic operation of the brand. They have one thing in common: one-to-one sales, deep communication, consumer loyalty and consumption power are unimaginable.

The other type of daily chemical franchise stores are not operated by Japanese chemical companies, and their influence is not small. They have regional characteristics, such as Hangzhou Charm Square, Shenzhen Qianshang Store, Liaoning Meicheng, Sichuan Golden Beetle, Jiangsu Percentage Woman, etc. All of them have formed a certain scale. Such franchised stores have the characteristics of good storefront image, targeting female people, and relatively high consumption. Japanese companies can concentrate on their efforts to focus on these chain stores and achieve good results.

Pharmacy route: representative of Didou, Ke Cai, Kang Wang

After the “chloramphenicol incident” at the end of 2006, the sales of Didou were greatly affected. Sales are not as good as before, but it is undeniable. Didou only used less than two years and was popular in the north and south. It is a success in the cosmetics field from the health product marketing FromEMKT.com.cn model. However, the weakness of the health care product model is also revealed, that is, the product quality is not too hard, and the crisis public relations power is poor, making it difficult to reproduce the glory.

Didou's success lies in not taking the regular daily channel, and taking the pharmacy route, finding the right time, focusing on the market segment of acne cosmetics. The strategy of most cosmetics manufacturers is to improve the product line and not to use it as the main product. The acne products that have appeared on the market soon disappeared. Didou has been widely publicized through the operation mode of health care products. As soon as it debuted, it was repeatedly broadcasted as “one time became smaller, three days of acne, and anti-recurrence throughout the year”, stimulating consumers to flock to pharmacies. This model is replicated throughout the country and expanded in a short period of time.

Kangwang and the accommodating practices are different from Didou. These two are old brands, but they all take the pharmacy route to the road of success, and then infiltrate into other daily chemical channels. This also means that it is not the health care product model. The key is to make the product quality better and the brand image to be constantly upgraded.

Strong regional route: representative of Danzi, Wei Weili

This article is not a rumor, it is a well-known truth, but many companies may not do well, the key is the issue of consciousness, must establish a strong sense, that is, concentrated areas, strong terminal strong channels. By concentrating resources in the second and third-tier markets, we will focus on the short-term sales on the basis of strong second-line terminals, using production, logistics, research and development, and taking advantage of the channels to give higher profit margins. Constantly improving product quality and more reasonable prices have won considerable consumer loyalty.
Both Danzi and Weiweili are brands with a history of ten years. Although they are still unknown, they are brands that have sold more than 100 million yuan in a silent year. Ten years of grinding a sword and intensive cultivation, this brand that has never been seen before is big. In the process of the Japanese chemical industry entering the professional skin care field, the strong terminal model has triggered the extraordinary attention of peers and partners.

Danzi, which has always been low-key, is not large in scale. However, in the market and outside the industry, the competitiveness of the Danzi brand and its increasingly strong market penetration have highlighted its unique brand path, which has gradually become the target of many companies. From the slogan of its market, you can see, "strong skin care, strong data, strong team spirit." Coincidentally, Wei Weili has formed an alliance with more than 200 key distributors across the country, and the concept of joint investment and mutual benefit is also quite commendable.

The test is not only to fight, but to concentrate on the regional market, to retain the loyalty of the consumer groups, not only to buy this to send him, from raw material suppliers to packaging materials suppliers, technical research and construction and other professional links, A competitive advantage is achieved by controlling costs and preferential distribution policies.

TV feature film route: representative wash a black

Since the beginning of this year, the country has become a "black", and it has become a surprise. It is an accident. Wherever it goes, it is a lively event. The first state, the song show, the 999 and so on are all competing for each other. Some professions Each issue of the magazine must have several “one-wash black” at the same time, and even the brand that relies solely on the foundry production earns a lot of money. The first thing to grab the opportunity is to have a myth of over 100 million sales. It is said that Guangdong Some manufacturers that are on the verge of bankruptcy are resurrected because of the death of a blackwash.

Constantly bombing the market, the product information will spread rapidly in the consumer market in a short period of time, and quickly promote the formation of market purchases. Because of the existence of high-price benchmarks for TV shopping, most of the "blackwashing" suits at the beginning were more than 200 yuan. This is the price that other ordinary dailyization can't match. The huge profit attraction is also the driving force of this boom.

A blackwashed wash has always been a little dizzy in the intensive market, and it has even been suggested that a blackwash is a revolutionary product in the daily market. Under the high pressure of multinational brands, a blackwash provides a model for local brands. . This may be a bit overdone, but from the perspective of its operation methods, it can be associated with the domestic mobile phone market. Under the situation that the international giants monopolize, Jinli mobile phone is the first spot in the local mobile phone brand by virtue of the TV feature film. To the multinational brand, other well-known domestic mobile phone brands have to follow the trend before they can protect the market.

Of course, there are many drawbacks to the abuse of black, which is unavoidable. There is still doubt about how long such hot sales can last, but at least we can tell us that the TV feature film is feasible and worth learning. The key to the problem is that not all daily chemical products can be so hyped. In order to select products with obvious functions and distinctive characteristics, there are still potentials for such products in the daily chemical industry. The key is to see if you are good at discovering.

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