Category: Medical/Disease gt; gt; Obstetrics and Gynecology

Problem description:

What is the difference between Anle and Anle?

Analysis:

So far, in the women's hygiene products industry, "Anerle" produced by Hengan Group is the only recipient of China's well-known trademark, and its market share has ranked first in the country for many years.

Hengan Group implements a multi-brand strategy and has two sanitary napkin brands: Anle and Anerle. As products emerging under different market backgrounds, these two brands each occupy different market shares.

As one of the companies with brand awareness from the beginning, Hengan registered the trademark "Anle" when it was founded in 1985 and started producing sanitary napkins. After the initial difficulties, "Anle" ushered in the harvest period of the market: occupying 40% of the domestic sanitary napkin market. It is said that when it was most popular in 1993, there were long lines of people waiting to pick up goods with cash. But Hengan had a premonition of the coming market changes at this time. They made a decisive decision and made a one-time investment of nearly 100 million yuan, introducing a world-class high-end butterfly wing sanitary napkin production line, and launched the updated product "Anerle" to enter the mid-to-high-end market first. At the same time as Anerle was launched, dozens of surrounding protective trademarks were registered.

Facts have proved that the original decision was correct. After a brief period of short supply, the mid- to low-end market soon experienced intensified competition and overcapacity. Under the squeeze of an increasing number of manufacturing companies, Anle's market share declined year by year. Since Hengan's flagship brand had smoothly transitioned to "Anerle" at this time, Hengan was able to avoid the chaotic competition in the low-end market and supported profitability and steady development for several consecutive years.

From "Anle" to "Anle", Hengan people have established an understanding of the brand life cycle: every brand is an organic life including the process of growth, maturity and aging. Brands are not eternal. Only by continuously developing new products that meet consumer needs while ensuring quality can the brand's progress and extension be guaranteed, otherwise it will be eliminated by the market.

The market positioning of Anle and Anle also follows strict and clear consumer grouping, and brand segmentation is achieved on the basis of market segmentation: "Anle", which Hengan started from, did not start from the market. disappear, the brand highlights the gentle, considerate, friendly and trustworthy image; "Anerle" strives to highlight the modern, fashionable and healthy brand connotation.

It can be said that although Anle and Anle both follow the same brand core value of "caring for women's health" and have carried out a series of marketing and charity activities around this main line, "Two Le" There is no overlap in the markets. This is not only because the price and functional factors of the two are different, but more importantly, different brand personalities and brand propositions are created through different brand appeals, which brings about differences in consumers’ psychological feelings and ultimately leads to consumer groups. There is a clear definition of consumers. Brand positioning has become a process of locking in target consumers and establishing a unique and differentiated competitive advantage and position in the minds of target consumers; it is also a process of connecting the brand's own advantages and characteristics with the psychological needs of target consumers.

As time goes by and competition in the mid- to high-end sanitary napkin market intensifies, Hengan realizes that “Anerle”, as an early entrant in the mid- to high-end market, must inject new energy into it to ensure the vitality of the brand. connotation.

After careful research, Hengan launched the sub-brand "Seventh Space" of "Anerle". Its demand for "details and perfectionism" has clearly segmented young consumers, using its unique "frivolity" and gentleness to highlight the charm and taste of modern women. This improved new product not only functionally caters to the new needs of consumers and thus occupies a new market share, but also drives the update of the overall brand image of "Anerle" through comprehensive integrated brand communication operations. .

Editor's Notes:

For the household fast-moving consumer goods industry in which Hengan operates, "consumer first" is not just a slogan, but almost the entire reason for survival. As a former CEO of Procter & Gamble said: "All P&G products have to go through two key tests: one is when the consumer purchases it in the store, and the other is when the consumer actually uses it at home. In order to withstand With these two tests, how can we not do everything possible to strengthen the connection with consumers? ”

This is true for a product, and even more so for a brand. Of course, it must first meet people's basic quality requirements for products. At this point, Hengan as a whole corporate brand has established an image that reassures consumers. But at a higher level, a brand has to withstand more complex tests such as market competition, passage of time, and changes in consumer psychology. In a market economy, starting early does not always mean that you are an industry leader, and seniority can sometimes become a liability for your brand image. A brand is not just a specific name, symbol or design, but a carrier that delivers functional and emotional benefits that consumers care about. Only continuous innovation, continuous exploration of consumers' wishes and needs, and continuous infusion of culture and personality can be the "Heng'an Way" of the brand.