Development of shampoo market in China
Looking at the development of shampoo market in China, it has roughly gone through three stages: the first stage was around 1980s, which was the primary stage of shampoo brand development in China. Domestic shampoo brands represented by Mengsi, Bee Flower and Meijiajing are pioneers in the shampoo market in China. The so-called brand is just the name of a product or enterprise, with a single low price and low grade. The second stage is the rapid maturity stage of the brand, which is characterized by the entry of international brands such as Procter & Gamble and Unilever in the late 1980s. At that time, the high-end market of China shampoo market expanded rapidly and began to have a real brand, so the shampoo market was mature. At the same time, domestic brands began to shrink gradually, and brands such as Meijiajing were incorporated by American companies such as Johnson & Johnson. The third stage is the brand prosperity stage. In the late 1990s, domestic brands gradually matured and international brands became increasingly localized. When the myth of Procter & Gamble seems out of reach, the new domestic forces, represented by C-Bag Shu Lei and Aoni Zaojiao, achieved a breakthrough in the blockade of international brands and saw the hope of domestic brands by virtue of their terminal advantages. Subsequently, national brands represented by Hao Di and Fang La flocked to launch a new round of counterattack, and the shampoo market can be described as a hundred schools of thought contend. On the one hand, international brands have accelerated the localization process, on the other hand, they have been innovating in products and brands. Judging from the development of shampoo market in China, the participation of multinational companies such as Procter & Gamble not only promoted the maturity of shampoo market in China, but also brought many new shampoo concepts to consumers in China. Procter & Gamble is one of the largest consumer goods companies in the world. Among Fortune magazine's latest 500 largest industrial/service companies in the world, it ranks 75th and 23rd in the United States and is rated as the most respected company in the industry. Procter & Gamble has more than 65,438+065,438+00,000 employees worldwide, and has factories and branches in more than 70 countries around the world. Its products of more than 300 brands sell well in more than 40 countries and regions, including shampoo, hair care, skin care products, cosmetics, baby care products, feminine hygiene products, medicines, foods, beverages, fabrics, home care products and personal cleaning products. From 65438 to 0987, P&G entered the China market and was invincible in the consumer goods market. It only took more than ten years to become the first brand in China daily chemical market. In China, P&G has 6 shampoo brands and more than 20 series, including Rejoice, Pan Ting, Head & Shoulders, Sassoon shampoo and hair care series, Runyan, clairol and other shampoo and hair care products brands. P&G, which is at home like a duck to water, probably didn't expect that it actually uploaded a somersault to Runyan, who used various resources and spent three years conducting market research and concept testing.
As far as growth is concerned, P&G pushes Runyan, P&G pushes Runyan, P&G pushes Runyan, and P&G pushes Runyan.
1, P&G global growth slows down Runyan was born in the background of P&G global growth stagnation. At the end of 1990s, P&G experienced zero growth in the world economy for several consecutive years. At that time, as the chairman of P&G, he introduced a series of drastic reform measures and advocated challenging the limits and innovation. Under the guidance of this strategy, P&G has launched new products in the global market. In the China market, P&G China has experienced zero growth or even negative growth for three consecutive years since it reached its peak in the fiscal year of 1996- 1997, and some joint venture brands such as Panda and Langqi have gradually withdrawn from the P&G stage. Crest, a toothpaste, has been hovering around 5% market share for a long time, while watching Colgate soar. Washing powder such as "too dirty" is constantly thrown away by "carving cards" and "libai"; Shampoo is facing strong challenges from Bao Si and Unilever. At this time, P&G urgently needs a new growth point to change the market situation in China.
2. There is a black whirlwind in China shampoo market.
1998—2000, there was a black whirlwind in China shampoo market and China shampoo market: Unilever's "Black Sesame" series products originated from "Xia Shilian" and became the killer weapon to tease Procter & Gamble; Chongqing Aoni's "New Aoni Gleditsia Essence" emphasizes the natural value and obtains traditional Chinese medicinal materials such as Polygonum Multiflori Radix, Black Sesame Seed and Gleditsia sinensis. Icarus pushed its herbal purification products to China; Hebi Tianyuan, a private enterprise in Henan Province, lost no time to launch a product with the concept of "daisy" black hair. These products basically adopt the way of positioning and separation, systematically distinguish plants and chemicals, and divide P&G into chemical components, which effectively hit the key of P&G. On the other hand, worldwide, the trend of natural environmental protection is becoming more and more serious, which will become the leading fashion trend in the future, and this will probably lead to the end of P&G shampoo. Faced with this situation, P&G has to face up to this market, and the concepts of Chinese herbal medicine and plants must be introduced into P&G's brand. Runyan believes that in the new Millennium, the trend of hairdressing products will turn, and the beauty of natural dullness will come back. At the same time, with the decline of Chongqing Aoni, many existing consumers in this market are waiting for the emergence of new brands, which further strengthens P&G's confidence and determination to launch such products.
Intensive cultivation, three years of pregnancy, three years of pregnancy, three years of pregnancy.
From 65438 to 0997, P&G began to determine the new product strategy, and since then, it has started market research and concept testing for three years. P&G has always adopted its own approach in the development of new products, from consumers to competitors, from brands to packaging, which have all passed scientific and strict market tests. The first is to do a product concept test. Before developing products, according to Procter & Gamble's practice of "success-re-promotion", we must first determine the real needs of target consumers. To this end, Procter & Gamble invited 300 consumers to conduct three product concept tests repeatedly. 1At the end of 1999, more than a dozen people, including the then Runyan brand manager, went to Beijing, Dalian, Hangzhou, Shanghai, Guangzhou and other places to choose qualified target consumers, lived with them for 48 hours, and conducted an "Ascaris" survey. From the interviewee wearing pajamas to the bathroom in the morning to start washing his face and combing his hair, to wash and undress at night, the daily life, diet, makeup and hair care habits of ladies can be seen at a glance. In the investigation, Procter & Gamble further learned that orientals always regard fair skin as beauty, while oriental women yearn for "black hair and watery eyes", so the most expressive beauty of black hair is their choice. After three repeated concept tests, P&G has basically mastered the concept of hair in the minds of most consumers-moist and energetic black hair is the most beautiful. Science has proved that if you put a hair under a microscope, you will find that it is composed of many tiny epidermis, and these substances called fur directly affect the appearance of the hair. The hair cuticle of healthy hair is arranged neatly, but after the hair is damaged, the hair cuticle is tilted or broken, and the hair looks yellow and dark. Moisturizing ingredients in Runfa Dew can make fur skin smooth and form a protective film on hair, which can effectively prevent water loss, replenish moisture and nutrients in hair, and make hair smooth, shiny and more moist. At the same time, hair cream can greatly reduce hair breakage and friction, making hair soft and easy to comb. Procter & Gamble has done special research, and found that the hair fracture index is 1 when using shampoo without moisturizing lotion, and 0.3 when using shampoo with moisturizing lotion alone, the fracture index will be reduced to 0. 1. Market research shows that in developed markets such as Europe, America, Japan and Hong Kong, about 80% consumers will use special hair moistening products after using shampoo, while in China, even in big cities such as Beijing and Shanghai, the proportion is only about 14%, and the national average is less than 10%, which shows that most consumers in China have not realized the special hair moistening steps. Therefore, on the one hand, P&G launched Runyan and built its own new brand through the concept of black hair, on the other hand, it quickly popularized the concept of Runfa. Carry out technological innovation from the demand of consumers, from the demand of consumers, from the demand of consumers, from the demand of consumers. According to the general demand of consumers, Procter & Gamble's Japan Technical Center immediately developed two types of "Runyan" hair-moistening products, namely, rinsing type and no-wash type. After the product was developed, it was not put on the market immediately, but continued to ask consumers to do use tests and improve the product according to the requirements of consumers. The "moisturizing face" that is finally put on the market is the original moisturizing essence of Chinese herbal medicine, which is especially suitable for oriental hair quality and hair color.
Set up a simulated shelf to check the beauty of the package.
Procter & Gamble specially set up simulated shelves, put its own products together with shampoos and conditioners of different brands, especially competitive brands, and repeatedly invited consumers to watch them, and then investigated what consumers remembered and forgot, and made further adjustments and improvements accordingly. The black Chinese herbal medicine Runfa Dew, which was finally put on the market, emphasized that it was specially designed for orientals. In Runfa Dew, the original moisturizing essence of Chinese herbal medicine (including Polygonum multiflorum Thunb. ), combined with international advanced technology and traditional Chinese herbal medicine ingredients, suitable for oriental hair quality and hair color. Let consumers choose their favorite advertisements Let consumers choose their favorite advertisements Let consumers choose their favorite advertisements Let consumers choose their favorite advertisements Let consumers choose their favorite advertisements Procter & Gamble first invited a professional advertising company to shoot a series of advertisements for six minutes, then organized consumers to watch them and asked them to select the best three groups of pictures. Finally, the opinions of the vast majority of consumers are summarized, and the mysterious woman, hair ballet and other pictures are recombined into "Run Yan" advertisements. The music combination of the commercials is also quite clever. Modern melody with traditional Chinese musical instruments such as guzheng and pipa further echoes the positioning of "Runyan" as a modern oriental beauty. In addition, P&G also commissioned a third-party professional survey company to conduct market share survey, and collected all-round feedback from customers and distributors through questionnaires, consumer symposiums, one-on-one visits by consumers or frequent visits to stores to check consumers' buying habits.
A Successful Case of Gillette Company's Market Research
If a man has a beard, he must shave it; Women don't have beards, so naturally they don't have to shave. However, Gillette Company in the United States sold razors to women and achieved great success.
Gillette company was founded in 190 1, and its products are very popular because they make men shave conveniently, comfortably and safely. In 1970s, the sales of Gillette Company reached US$ 2 billion, making it a world-famous multinational company. However, the leaders of Gillette Company are not satisfied with this, but try their best to continue to expand the market and win more users. 1974, the company put forward a special "shaving knife" for women.
This decision seems absurd, but it is based on solid and reliable market research.
Gillette Company conducted a thorough market survey for one year, and found that 65% women over 30 in the United States regularly shave their legs and armpits to maintain a good image. Among these women, in addition to using electric razors and depilatory agents, they mainly rely on buying various male razors to meet this demand, and the annual expenditure in this regard is as high as 75 million US dollars. In contrast, American women spend only $63 million on eyebrow pencil and eye shadow and $55 million on hair dye every year. There is no doubt that this is a market with great potential.
According to the results of market research, Gillette Company has carefully designed a new product. Its blade part is the same as that of a male razor. It uses a disposable double-layer blade, but the knife rest is made of brightly colored plastic, and the handle is changed into an arc, which is convenient for women to use. The handle is printed with a daisy pattern. In this way, the new product immediately shows the characteristics of women.
In order to make daisy razors occupy the market quickly, Gillette Company has also drawn up several different "positioning concepts" to solicit the opinions of consumers. These positioning concepts include: (1) highlighting the "double-knife shaving" of the shaving cutter; Highlight its creativity "completely suitable for women's needs"; Emphasize the price of "less than fifty cents"; And the "no harm to the jade leg" that indicates the safety of the product.
Finally, according to the opinions of most women, the company chose "Don't hurt the jade leg" as the highlight of the promotion, and advertised it deliberately. As a result, the daisy razor became an instant hit and sold well all over the world.
This case shows that market research is the premise of business decision. Only by fully understanding the market, understanding the market demand and making scientific analysis and judgment on the market can the decision be targeted, thus expanding the market and making the enterprise prosperous.