On April 27, 27, Unilever, an international fast-moving consumer goods giant, held a press conference in Beijing and made a high-profile announcement-the first new product launched by the company in ten years and the first "gender distinction" in China. During this period, Unilever executives even pointed out that starting from this year, it will seize the billion-dollar dandruff shampoo market in China with its professional advantages in the global dandruff shampoo field.
"If someone lies to you again and again, all you have to do is dump him immediately"-this is the slogan in Qingyang commercial film. In the current competitive and complicated market environment, it is meaningful to celebrate the exotic and confident voice outside the picture. In the past month, the advertisement of Qingyang shampoo endorsed by Taiwan Province famous artist Xiao S (Dee Hsu) has frequently appeared in various high-end magazines, and occupied the core position of outdoor advertisements in major cities across the country. At one time, the TV set-CCTV, Satellite TV and local TV stations-was turned on, and the advertisements were everywhere, thus objectively forming a growing "Qingyang complex".
under the background of pervasive and seamless advertising realism, the author was deeply touched by the "new concept" of promoting dandruff removal besides being infected by Xiao S's calm and calm self-confidence.
using black valentine's day skillfully to open up a new front of domestic implanted marketing
what is the hottest brand at the moment? I believe many people will answer Qingyang and its leading black Valentine's Day fashion. When it comes to the popularity of black Valentine's Day, we have to mention the second season of the current hit drama "Ugly Invincible" created by Hunan Satellite TV. It is the clever use of the product marketing in the play and the seamless offline operation that Qingyang set off a "black whirlwind" this winter.
Clear water gives birth to hibiscus, and personality seems to fly
On February 28th, 27, it was praised by the outside world as the first anti-dandruff shampoo Qingyang brand of Unilever in the past 1 years, which was officially listed in the country. Unilever Company described the future goal of Qingyang in a high-profile way: grinding a sword in ten years, aiming to win the crown!
On April 27th, 27, the new product launch conference of Qingyang anti-dandruff shampoo was held in Beijing, and its advertising spokesperson, Xiao S (Dee Hsu), a popular artist in Taiwan Province, was invited to make a presentation. In addition to sharing his own experiences and experiences in hair care and dandruff removal, he also skillfully expounded his understanding of Qingyang brand-it is necessary to show off when there is style, and it is more elegant when there is no dandruff!
thus, the brand promotion of Qingyang brand in Chinese mainland market officially started.
According to the official website of Qingyang, a subsidiary of Unilever, Qingyang is the research crystallization of French Qingyang Technology Center. The breakthrough of the added value of the product lies in the desquamation of Vita mineral group, which has global patents and clinical tests, and has registered the trademark intellectual property rights of Vita mineral group. In the past 1 years, Unilever R&D Center has conducted clinical experiments for more than 3, consumers in China, in order to learn more about the scalp conditions and problems of consumers in China and provide more refined formula of dandruff products for consumers in China. According to the information disclosed by Unilever, it has been working hard to develop anti-dandruff products suitable for China people.
before entering China, Qingyang has become the first brand in the anti-dandruff market in South America, Europe and Southeast Asia, and its effectiveness in anti-dandruff has been confirmed by hundreds of millions of consumers. The senior management of Unilever (China) publicly stated that the shortage of professional anti-dandruff products is the biggest problem facing the current anti-dandruff market, and Unilever enterprises relying on decades of professional anti-dandruff research experience are full of future performance of Qingyang in China market.
dandruff market and dandruff complex, after more than ten years of market cultivation and development, Head & Shoulders' "dandruff disappears, hair is more outstanding" has long been deeply rooted in people's hearts. When people think of dandruff removal, the first thing that comes to mind is Head & Shoulders. In addition, with the promise of "removing dandruff without hurting hair", Fengying also has a place in this market segment. According to professional market survey data, 8% of the dandruff market share has always been occupied by P&G Head & Shoulders brand, while many local brands are nibbling at the remaining 2% of the market stock. In contrast, the polarization phenomenon is very serious.
the concept of dandruff removal has always been an important appeal point in the shampoo market, and the market competition is extremely fierce. On April 2nd, the Science Popularization Department of Chinese Medical Association announced that a recent online survey of 5,351 people showed that 6% of people were dissatisfied with the dandruff removal effect. It can be seen that consumers' recognition of anti-dandruff brand is not ideal, and the market potential is still huge. Under this demand, the "high profile" and "self-confidence" of Qingyang brand will undoubtedly have a fundamental impact on the competitive order and market structure of the dandruff market.
Although Qingyang brand is the first brand launched by Unilever since it entered the China market for ten years, it is not aimed at the China market alone. According to the senior management of Unilever (China) Company, Qingyang was born in 1973, and it is sold in Europe, Southeast Asia and other markets, and has more than 1 million consumers all over the world. Before Qingyang entered the Chinese mainland market, its listing in the Southeast Asian market was a great success. It is reported that Qingyang's sales in Singapore, Indonesia, Thailand and other Southeast Asian countries have been rising since its listing, and its market share once exceeded P&G Head & Shoulders by 1 to 2 percentage points.
At present, the total sales volume of the domestic shampoo market has reached nearly 2 billion, among which the proportion of dandruff products has exceeded half. Unilever is intoxicated by the huge market demand and business scale, and then it is proposed that Qingyang will become the leading brand in the shampoo dandruff market in China in the next three years.
it's like a night of spring rain, blowing open the petals of ten thousand pear trees.
on March 25th, 27, as Qingyang brand began to advertise all over the country, Qingyang, with its clear water and flying personality, began to enter people's field of vision and life.
self-confidence, continue to write about the dandruff-free complex
According to the data of "Investigation Report on Scalp Health of China Residents" released by china health care association in 27, since the dandruff problem was first raised in the mid-198s, the proportion of Chinese people suffering from dandruff has not been controlled, but has increased considerably in the past 2 years. In addition, the spending of 1 billion yuan has not effectively controlled the dandruff problem. Correcting its causes ―― four misunderstandings, such as "paying more attention to cleaning than nourishing, unbalanced scalp nutrition, mixed shampoos for men and women, and bad habits of shampooing and hair care", have directly led to the difficulty in removing dandruff in China for 2 years.
From the medical professional point of view, the growth of dandruff is caused by the excessive propagation of fungi on the scalp, and the removal of dandruff should be based on killing fungi. Many dandruff shampoos are only based on "cure"-washing dandruff from hair, ignoring the product action mechanism of combining "prevention" with "cure", so since the first appearance of dandruff products in China in 1988, the dandruff problem of Chinese people has not only been solved.
Looking at the domestic domestic daily chemical market, the consumer education and market cultivation in the dandruff market have gone through a long process. Today's dandruff market is undoubtedly a relatively mature market field, and there is no need for deliberate guidance and excessive education and consumption.
In view of the blind spot of the target market and combining with the market characteristics, the Qingyang Global Technology Center under Unilever has carefully developed and passed the effective tests of the target population, and launched a series of products (34 items) covering the fields of shampoo and hair care, and launched a series of shampoo and care products for men's needs for the first time, including multi-effect moisturizing maintenance, strong and healthy hair style, deep nourishing and energetic anti-dandruff shampoo, conditioner, hair mask and other products.
In order to promote Qingyang as "the most trusted professional brand of scalp care for consumers", firstly, in terms of product competitive technology, Unilever established Qingyang Global Technology Center; Secondly, in terms of effective added value of products, Unilever implanted the core technology of "Vita Mineral Group" into it; Furthermore, in terms of market guidance and educational consumption, Unilever vividly described the concept of scientific shampoo and gender difference; Finally, in terms of market cultivation and brand promotion, Unilever not only pays equal attention to online advertising and below-the-line, but also launched an event marketing campaign-"Ten Million people take the dandruff challenge to win the Paris fashion tour".
The emergence of self-confidence indicates that it will be isomorphic with Lux and Xia Shilian to build the shampoo front of Unilever Kingdom.
the era of youth in which everything is in danger
For a long time, in the shampoo war between P&G and Unilever, P&G has an absolute advantage in the direct competition with Unilever in terms of brand influence, market scale and market share. Especially in the dandruff shampoo market, Unilever has never had a dominant brand to compete with P&G's Head & Shoulders.
as a new brand launched by Unilever for the first time in ten years, Qingyang aims to make up for and improve its shortcomings and shortcomings in the dandruff market competition.
however, with the brand-new listing of Unilever's Qingyang brand, the domestic shampoo market, which is in a low and calm situation, has begun to be filled with a strong smell of gunpowder.
As the brand holder of Qingyang, Unilever is not only one of the largest consumer goods manufacturers in the world, but also one of the companies with the largest budget in brand promotion and advertising investment in the world, with an annual investment of nearly 5 billion RMB to promote its subsidiaries including Lux, Ponzi, Xia Shilian, Dove, Mystery, Jienuo and Zhonghua.
according to relevant sources in the industry, Unilever plans to prepare a market expense budget of not less than 3 million yuan for the marketing of Qingyang brand, so as to ensure the orderly promotion of advertising investment, business sales and brand.
In order to effectively promote the launch of Qingyang products, Unilever (China) Company has made great efforts in media promotion. In the nationwide marketing stage, apart from following the heavy investment of traditional TV media such as CCTV and satellite TV stations around the country, Qingyang spared no effort in resource development and system integration of emerging media. When ordinary consumers shuttled back and forth through the scattered Qingyang outdoor advertisements, they were placed in the majestic on-the-road media and entered major domestic portals, and the information of promoting self-confidence and removing dandruff was being instilled with interests, consumer education and brand guidance in an all-round way.
The coming rain is everywhere, and a new round of "anti-dandruff war" is imminent.
While people are still arguing about her aggressiveness and exclusiveness, she has brought us into a brand-new era of youth in a flash. The ubiquitous youth advertisements are constantly affecting our lives and changing the concept of dandruff removal and consumption consciousness of many consumers.
Qing Yang PK Head & Shoulders, the game between personality and specialty
Qing Yang, as a brand of Unilever's "grinding a sword in ten years", not only inherits the generous style used by multinational companies in advertising investment and brand promotion, but also has its own product line design and concept appeal, which has attracted much attention.
In view of the homogeneous competition environment with high product quality, through careful market analysis and data research, Qingyang has really achieved extraordinary results ―― for the first time, it launched two series of products for men and women respectively, and became the first shampoo brand specially designed for men in China. For a long time, shampoo products have no distinction between men and women. At most, they focus on the gender choice of image spokespersons. It is a highly breakthrough and meaningful challenge to divide the consumer into two.
In order to pursue the greatest differentiation of core interests and effectively distinguish it from competing brands, Qingyang is also very focused on highlighting its brand's unique personality, and the subtleties can be seen in its basic skills: whether the word "dandruff removal" is consistently embodied in the product name or the marketing method of "1% dandruff removal challenge" is clearly marked at the opening of the outer packaging, it is nothing more than forming an effective competitive barrier with Head & Shoulders & Shoulders, a dandruff removal expert, through front-end marketing techniques and tactics.
Although in the store, most of Qingyang shelf products are displayed next to P&G Head & Shoulders, Qingyang is a little embarrassed because it is obviously higher than the market price of Head & Shoulders. However, its various forms of blockbuster advertising bombs have shown great "power". According to Qingyang's resident promoters, most of the customers who buy Qingyang are women, and most of them are designated to buy. And most of them are fans of Xiao S (Dee Hsu), and consumers who have failed in dandruff removal and lack confidence in dandruff removal products also account for a considerable proportion.
Compared with P&G's five brands of shampoo, Unilever has always lacked powerful high-end brand products, and has long relied on Lux to seize the high-end market, which is inevitably weak. Following the launch of the lowest selling price in 6.9 yuan with a 3% discount on the whole line of P&G products, Pan Ting of P&G products also reduced the price of the whole line at 13.5 yuan. When the old enemy P&G focused on deepening the low-end market with low-price strategy, Unilever started to fight back with the brand Qingyang, aiming at confronting Head & Shoulders of P&G products head on.
In addition, in order to ensure the brand promotion and market expansion of Qingyang brand, Unilever attaches great importance to the simultaneous listing of Qingyang in China market. In order to ensure the organization and progress of all the work in the first fiscal year, the investment budget of Qingyang's advertising expenses in China has already accounted for half of the global promotion expenses.
When dandruff removal is going on ―― Qing Yang's unique self-confidence
In order to form a direct competition and guidance division with Head & Shoulders, the first brand of dandruff removal in China, Qing Yang can be said to have taken great pains in the visual value and visual expression of products, and calmly and calmly told the audience that "I have seen your dandruff! Still don't change the shampoo? " At the same time of brand concept and information prompt, the product value promise of "dandruff will never come again" is given, so that "9% of consumers have confirmed that Qingyang can remove dandruff for a long time, and I am one of them!" The penetrating interpretation has left a deep sensory experience and visual memory for the vast audience and target customers.
In all the cases of promoting new products of well-known daily chemical brands in the past two years, it is rare to use such a high starting point and intensive investment in advertising varieties, even the cool trip initiated by Mentholatum in the summer of 25 and 2.