In the shower gel product category of the new generation brand competitiveness ranking, Shanghai Jahwa's Liushen shower gel ranked first with a market share of 18.04%, 10.54% higher than the second place Lux, and in Among the top five brands by market share, the bottom four are all multinational company brands. Liushen shower gel has been selling well in the domestic market for more than five years. In the summer period from April to September every year, Liushen shower gel occupies the absolute leading position in the shower gel market with a market share of about 40%. In the "small daily chemical (personal care) industry", Liushen shower gel is the only daily chemical product that can compete with the brands of multinational companies such as Procter & Gamble and Unilever.
“In addition to reliable quality and wide distribution channels, the main reason why Liushen shower gel has continued to be a best-seller for many years is that the value proposition of this product is highly consistent with the value expectations of target customers.” Shanghai Jahwa United Co., Ltd. Wang Zhuo, deputy general manager of the company, told reporters.
In other words, Liushen Shower Gel has accurately captured the consumer psychology of target customers:
First, domestic customers take baths more frequently in summer, and they prefer a "cooling" feeling. "Refreshing" feeling, Liushen shower gel with "cool and refreshing" as its product appeal has naturally achieved the effect of "precise guidance and direct access to the audience";
Second, Liushen cleverly uses the Chinese people's care for the whole family The family concept and the emotional appeal of "the whole family can enjoy it" naturally expand the "mass base" of the product;
Thirdly, Liushen insists on grasping the special taste of Chinese consumers - traditional Chinese medicine The trust of culture has established the unique product positioning of Liushen Shower Gel - the shower gel with traditional Chinese medicine ingredients has established a strong market segmentation for itself;
Fourthly, the price of shower gel is generally higher than that of international brand shower gels. The price of Liushen Shower Gel is relatively moderate, and it quickly won the recognition of customers.
Market segmentation: Timely blocking shower gel
It is impossible to talk about Liushen shower gel without mentioning Shanghai Jahwa and Liushen toilet water.
Shanghai Jahwa Company, with an annual main business turnover of more than 3 billion yuan, is the oldest cosmetics company in China. It has the first bottle of two-in-one shampoo, the first bottle of hair care styling mousse, and The first blended perfume, the first hand cream. This series of daily chemical products with modern significance are all originated from Shanghai Jahwa. Shanghai Jahwa owns the only two well-known cosmetics trademarks in China, Maxam and Liushen, as well as brands such as "Qingfei", "Lumei", "Gaofu", "Herborist", "Shuxin" and "Piaosa". In recent years, Shanghai Jahwa has continuously maintained an annual sales revenue growth rate of more than 30%.
The name "Liu Shen" comes from the record of "Liu Shen Pill" in "Compendium of Materia Medica". It is the name of a prescription traditionally used by Chinese medicine to treat prickly heat and other summer diseases. The main ingredients are pearl powder and musk. . According to this prescription, Liushen toilet water has a clear product appeal of "removing prickly heat, relieving itching, and refreshing the mind." This product quickly won 60% of the toilet water market share. Although happy, Shanghai Jahwa encountered another problem. The market space and profit margin of toilet water are getting smaller and smaller. What is the next step for Liushen brand, which has won the first battle?
The Liushen brand could be extended into many fields and categories at that time, such as skin cleaning products or skin care products, etc. Qin Fenhua, marketing director of Shanghai Jahwa United Co., Ltd., said frankly that the biggest temptation for Shanghai Jahwa at that time was not shower gel, but shampoo, because at that time P&G successively launched Rejoice, Head and Shoulders and other shampoo products. With the promotion of P&G, domestic shampoos The market is growing rapidly and there are many gaps and opportunities. But why did Shanghai Jahwa finally choose shower gel instead of other products?
Shanghai Jahwa has done in-depth special research on this. They believe that the connotation of the "Liu Shen" brand formed from Liu Shen toilet water is "cool, refreshing and comfortable", and it is a summer brand. , which is the basis for decision-making on the extension of the "Liu Shen" brand. Market research shows that before shower gel entered the domestic market, domestic consumers used soap to bathe. However, after Lux shower gel entered the domestic market, the way urban residents bathe is changing rapidly. Moreover, as the number of urban residents increases, With the increase in the number of people owning independent houses and single-family homes, the consumer group of bath products is gradually expanding, and the shower gel market is showing an obvious growth trend. The frequency of bathing and consumption of bath products among urban residents is the highest in summer.
After noticing the huge market for people taking baths in the summer, Shanghai Jahwa conducted an in-depth analysis. What kind of bath do consumers want to take in the summer? The answer is "cool and refreshing". In the end, a new market segment, consumers' value expectations for summer bathing and Liushen's brand connotation, these three lines finally converged on the shower gel product. Since the end of the 20th century, internationally renowned daily chemical groups have begun to regard the Chinese market as one of the emerging sources of profits. They have made waves in the Chinese market with their mature product systems, advanced marketing and promotion methods, and strong financial guarantees. For a time, products from Procter & Gamble, Unilever and other companies filled store shelves, and consumers were proud to use these imported brands; while some national brands gradually disappeared under strong competitive pressure, and some became acquisitions by foreign groups. Objects, and most of the rest are struggling to support themselves.
In the shower gel market, P&G's Safeguard and Unilever's Lux have become dazzling stars, while Shanghai Jahwa's Liushen Shower Gel has established a strong national reputation with its distinctive localized brand cultural connotation. Brand image.
Qu Honglin, a practical marketing expert and senior consultant of Shanghai Junce Consulting Company, believes that although multinational companies have global resources and brands, they need to maintain consistency in product design and global brand operations to a large extent. Therefore, it is impossible to meet the needs of local consumers in some key market segments without taking into account. Shanghai Jahwa cleverly avoided the areas where foreign manufacturers are good at, accurately grasped the trust of Chinese consumers in traditional Chinese medicine culture, and launched body wash with traditional Chinese medicine ingredients. This unique product positioning quickly established a strong market for "Liu Shen" compartmentalize. Because daily chemical products are a product category with relatively high emotional added value, this means that consumers’ needs are diverse and personalized. The "Liu Shen" brand properly reflects the functional and emotional benefits that consumers are concerned about, and reflects the value, culture and personality of the product. As the first Liushen shower gel in the shower gel market to highlight the "refreshing" positioning, it has gained space for development at the expense of time and has maintained a good level of profitability.
“Product competition is actually carried out in three dimensions - product leadership, operational superiority (or low cost) and intimacy with customers.” Wang Zhuo said, "If you use these three dimensions to test Liushen, you can find that Liushen has competitive advantages compared with similar shower gel products in these aspects."
Of course, Liushen shower gel is an "all-round champion" "The advantage is being attacked from all sides by a number of competitors. In the mainstream consumer market in central cities, "Liu Shen" is facing the squeeze of international brands. In the past two years, companies such as Procter & Gamble and Unilever have not only strengthened their promotion of the original strong shower gel brands such as Safeguard and Lux ??in advertising and channels. It has also launched new products with different price points and different functions; some domestic regional second- and third-tier brands are also trying to attract customers at low prices, or increase communication with customers and improve intimacy on the terminal. These practices are indeed effective in the short term. They can attract some customers and gain a share of the market share for their products, although their corporate strength and brand foundation are still difficult to compete with "Liu Shen". Daily chemical products are "fashion" products, and consumers' desire for innovation and change is quite obvious in this industry. Although relying on the localized brand cultural connotation and unique product positioning of "Liu Shen", "Liu Shen" shower gel has captured a relatively large market share advantage, and due to the inertia of consumer usage habits, this advantage can be maintained for a long time. However, many consumers' attitude towards "Liu Shen" shower gel is - high loyalty, low favorability, and think the product is not fashionable. This shows that "Liu Shen" shower gel is facing the trend of brand aging.
In order to adapt to the new psychological needs of consumers, in the past year or two, "Liu Shen" shower gel has changed from a simple "refreshing" product appeal to establishing a "summer, cool, family, healthy, fashionable" brand Concept, we have made certain adjustments for brand innovation in terms of product packaging, advertising, etc., and increased advertising efforts, hoping to attract more young people who are still interested in China in addition to attracting all users of "Liu Shen" toilet water. Traditionally interested high-end users have won the territory of some multinational companies. In terms of product development, in addition to maintaining the original "refreshing" characteristics, a series of products with "moisturizing, sterilizing" and other functions have been added, and the original seasonal products with obvious seasonal orientation have been expanded to seasons other than summer.
At the same time, because "Liu Shen" toilet water still maintains strong vitality in many areas, especially in the areas south of the Yellow River, and multinational companies do not bother to get involved in this field, therefore, "Liu Shen" toilet water is in This area has unrivaled brand influence. In recent years, Shanghai Jahwa has also strengthened its brand innovation work for "Liu Shen" toilet water, trying to attract more and younger consumers, which also plays a positive role in "Liu Shen" shower gel.
In the early days of the opening up of the Chinese market, consumers and businesses generally believed that multinational companies would sweep the entire Chinese market, and the strategy of "Liu Shen" shower gel set a beautiful example for how local Chinese companies can take advantage of local advantages. annotation. Going deeper into the "Liu Shen" brand, we found that the guarantee for the success of Shanghai Jahwa's brand operation lies in its "brand manager system" that has been used for many years. Qin Fenhua, marketing director of Shanghai Jahwa, told reporters that they began to implement the brand manager system as early as 1990 when Liushen toilet water was launched. Judging from the time, Shanghai Jahwa can be said to be the first local enterprise in China to implement the "brand manager system" .
Why should we implement the brand manager system within the enterprise? Qin Fenhua analyzed that Shanghai Jahwa realized very early that the daily chemical industry is a fully open industry. Since China implemented the reform and opening up policy in the 1970s, the daily chemical industry has rarely been protected by national policies. The competition between domestic enterprises and foreign-funded enterprises in this industry has been quite fierce and even fierce. More importantly, in the daily chemical industry, brand is the core and commanding heights of competition between companies, because the financial, technical and policy thresholds for entering this industry are quite low.
The introduction and implementation of the "Brand Manager System" has benefited Shanghai Anhua a lot. The choice of shower gel instead of shampoo when extending the "Liu Shen" brand is the result of Shanghai Jahwa's long-term brand planning and precise brand management. . One is a market that is growing rapidly, and the other is a market segment that may grow. Liushen made a wise choice. The correctness of this choice lies in that it is pragmatic and practical. Because regardless of capital strength, marketing capabilities and brand advantages, Shanghai Jahwa, as a local company, has a huge gap with the world's daily chemical giant Procter & Gamble. Therefore, while P&G is focusing more on the shampoo market, Shanghai Jahwa is entering the shower gel market.
If there was no “brand manager system”, what would Liushen be like today? Qin Fenhua believes that any company's products have a product cycle, but the vitality of a good brand is unlimited. There were many products and companies that started in Shanghai at the same time as Liushen. However, most of these products and companies are no longer visible. Why is this? Because those companies do not put more energy and resources into operating and managing brands, if their products fail, the company will also fail. Shanghai Jahwa, through successful brand planning and extension, has allowed several of its leading brands to continue operating to this day. As Ge Wenyao, chairman of Shanghai Jahwa, said: "It is the successful implementation of the brand manager system that has led to Shanghai Jahwa's past, Jahwa's today, and Jahwa's tomorrow." Shanghai Jahwa Liushen Bath Lu is newly launched, adhering to traditional Chinese culture and traditional Chinese medicine theory, and creating a new concept of traditional Chinese medicine for skin conditioning and beauty. Various new varieties are introduced to the market, meeting the needs of consumers at all levels and winning the favor of consumers.
Liu Shen Cool Super Refreshing Shower Gel (Born Piece)
Specifications: [5ml, 200ml, 450ml, 750ml, 1L]
Refreshing care derived from natural essence , the special plant cooling formula makes the scorching heat no longer unbearable, and the whole body feels cool and refreshing instantly.
——Natural plant-borneol essence, instantly cools and calms the skin, and quickly relieves dryness and heat in the skin.
——Liu Shen Essence extracted from unique natural plants brings a long-lasting cooling and smooth experience to the skin.
——Rich and delicate foam, easy to rinse off, leaving skin feeling extremely refreshed. The special cool and refreshing fragrance allows the cool breath to accompany you wherever you go.
Liu Shen After-sun Repair Shower Gel (Gardenia Clear Dew Formula)
Specification: [450ml]
The Eastern way of cooling and repairing.
——In view of consumers' skin needs after sun exposure in summer, combined with Liushen's summer cooling assets, a new product concept is created based on Eastern methods.
——"Gardenia Clear Dew Recipe" is derived from ancient Chinese medicine prescriptions. It repairs damaged skin after sun exposure and relieves burning, redness and swelling caused by sun exposure.
——The unique moisturizing formula repairs the skin while replenishing moisture, showing the skin's watery vitality.
——Liu Shen Essence brings long-lasting smoothness to the skin.
Gardenia Clear Dew Recipe:
It is said that the people of Jiyin in ancient times planted fragrant trees in the jungle on the cliffs. The branches were stretched, the leaf buds were crystal clear and thin, and the flowers bloomed pure white and transparent. decades. Once a five-color sacred bird stops at the end of the fragrant tree and its fur is haggard and withered, it will drink the dew juice from the branches and leaves, hold the condensation from the flowers and apply it on its body. Then its fur will be bright and moist, its spirit will be clear and crisp, and the song will go: "The clear dew moistens it." Skin, the wind flows through it." Flying high according to the sun. Everyone is amazed. Later, folk used the flower dew of the branches and leaves of this fragrant tree to make a clear dew. It was used to apply to the skin after burns and sunburn. It had miraculous effects, and the skin quickly recovered and became cool and moisturized. Later, "Taiping Shenghui Prescription" included this, named "Qingliang Paste", and it has been passed down to this day.
Gardenia Qinglu Recipe is carefully developed and combined with "Qingliang Cream" as the base. Among them, gardenia clears fire and cools the skin; white tea cools and removes dryness; and Phellodendron cypress clears heat and regulates. Repair damaged skin after sun exposure, alleviate the damage caused by strong sun exposure, and keep it smooth and moist.
Liu Shen Sleeping Soothing Shower Gel (Sleeping Fushen Formula)
Specification: [450ml]
The Eastern Way of Soothing and Resting
—— Derived from ancient Chinese medicine, it relaxes stress, relieves skin fatigue, and makes the skin glow with tranquil beauty. It helps to fall asleep easily after bathing
——Liu Shen Essence brings a long-lasting smooth experience to the skin
——The unique quiet fragrance is soothing and soothing, and you can experience the serenity of the world
The magical formula of Fu for sleeping:
During the Ming Dynasty, I read a book hard all day and night, and I had a headache and swollen eyes. , couldn't sleep at night, and even felt in a trance. The neighbor girl was heartbroken when she saw this, so she went to the mountains to pick a lot of chrysanthemums, poria, etc., and stuffed them quietly into the scholar's pillow. A few days later, the scholar slept soundly every night, refreshed, thinking quickly, and achieved great success in the scientific examination. Become famous. Recalling the light aroma of herbal medicine that accompanied me to sleep every night, I asked my neighbor and said with a smile, "The God of Poria was born from the essence of the pine tree. It is the most soothing to the mind, and the chrysanthemum soothes the heart. If you boil this prescription in water and take it orally or take a bath before going to bed, you will be relieved." It also has the same effect." This was later included in "Stone Chamber Secret Records" and named "Anmei Dan", which has been passed down to this day.
An Sui Fu Shen Fang is carefully developed and combined with "An Sui Dan" as the base. Among them, Fu Shen warms and nourishes the mind; Chrysanthemum clears away heat and moisturizes the skin; Ophiopogon japonicus clears the mind and comforts the skin. Take a bath with this before going to bed to help you sleep more soothingly.
Liu Shen Cooling Body Wash (Green Tea)
Specifications: [5ml, 200ml, 450ml, 500ml, 750ml, 1L]
Derived from natural essence Fresh and caring, the special plant toning formula creates a refreshing and refreshing feeling, allowing the skin to easily get rid of the triple troubles of hotness, stickiness and sweaty smell.
——The newly upgraded formula, specially added with natural plant-green tea essence, can effectively remove the sweat odor of the skin, leaving the skin all over the body refreshed and exuding a fresh breath at all times.
——Rich and delicate foam, easy to rinse, leaving skin clean and comfortable. It not only cleanses the skin but also has the effect of removing prickly heat and relieving itching.
Liu Shen Fresh Skin Shower Gel (Calendula)
Specifications: [200ml, 450ml, 1L]
Fresh care derived from natural essence, special The plant-based skin-building formula combines the effects of deep cleansing and gentle moisturizing, while healthily protecting children's delicate skin and fully meeting the different bathing needs of the whole family.
——Natural plant-calendula essence, effectively strengthens the skin and ensures healthy skin.
——Natural plant skin care ingredients make the skin feel soft, moisturized, smooth and comfortable, and the skin exudes a pleasant fruity fragrance.
——Rich and delicate foam, easy to rinse, deeply cleansing while easily removing greasiness, leaving you instantly refreshed.
——Gentle and non-irritating, suitable for children.
Liu Shen Fresh and Moisturizing Shower Gel (Aloe Vera)
Specifications: [200ml, 450ml, 1L]
Fresh care derived from natural essence, unique plant moisturizing The formula can significantly improve dry and rough skin, resist moisture loss, and restore skin's suppleness and radiance.
——Natural plant-aloe vera essence, long-lasting natural moisturizing power, helps your skin lock in moisture, long-lasting moisture, and the skin is soft and smooth.
——Effectively relieve itching and dandruff caused by dry skin.
——Smooth and delicate foam, easy to rinse, making it easy to enjoy bathing.
——The unique fresh fragrance of plants brings a pleasant physical and mental experience.
Liu Shen Qingre Skin Beauty Shower Gel (Xianhe Qingluo Recipe)
Liu Shen Qingre Skin Beauty Shower Gel
Specifications: [200ml, 450ml, 750ml]< /p>
Fresh Lotus Qingluo Recipe:
It is derived from the Treatise on Febrile Diseases written by Wu Jutong, a famous doctor in the Qing Dynasty. It is made through careful development and compatibility. Among them, fresh lotus leaves relieve summer heat; honeysuckle is fragrant and clear; fresh bamboo leaves are light and clear. If the heat is removed, the skin will be refreshed and moisturized, and if it is exposed, the skin will be clear and even.
Clear heat and beautify the skin, remove skin heat, help reduce the occurrence of red spots and acne on the body surface, keep it away from roughness and dullness, and improve summer skin problems.
"Xianhe Qingluo Recipe" can moisturize the skin, unleash the skin's health potential, and make the skin feel relaxed and comfortable.
Liu Shen Cooling Whitening Shower Gel (New Qibai)
Specifications: [5ml, 200ml, 450ml, 750ml]
New Qibai Formula:
It originated from the imperial medicine book "Yu Yao Yuan Fang". It was sought after by the concubines in the harem because of its magical whitening effect. It was carefully developed and combined with increasing or decreasing compatibility. It is composed of seven traditional Chinese medicines including Atractylodes macrocephala, white peony root, white peony root, bletilla striata, white poria cocos, rock cabbage, licorice and so on. Conditioning makes the skin transparent and natural, whitening makes the skin look confident.
The ingredients of "New Seven White Formulas" target the problem of sunburn caused by ultraviolet rays on skin in summer, and effectively repair skin damaged after sun exposure. Seven levels of conditioning, improved circulation, making skin fairer and healthier day by day.
The cooling ingredients in the shower gel make summer whitening cool and comfortable.
Liu Shen’s unique easy-to-rinse formula is rich in foam, easy to rinse, and at the same time gently moisturizing and non-sticky.