Why did Diaopai become a dark horse in today's fierce competition in the daily chemical industry and become a contemporary Chinese daily chemical giant, causing China's detergent industry to move from retreat and defense to strategic counterattack. The Naais Group, where Diaopai is located, was formerly the local state-owned "Lishui Wuqi Chemical Factory". It is located in Lishui, Zhejiang Province. During the planned economy, it ranked 117th among the 118 designated soap companies in the country and was in the "last two". Since 1994, it has achieved various economic indicators and has ranked first in the national industry for nine consecutive years. Sales of washing powder and soap accounted for 49% and 67% of the national market share respectively, and profits accounted for more than 90% of the industry. It has become the leader in China's detergent industry. The "leading" company has entered the top eight washing machines in the world.

This is a data used by the media to prove the success of NAIS: in 2000, the sales revenue was 2.5 billion yuan, and the total profit and tax was 500 million yuan. Laundry soap was a standout, and laundry detergent took only one year to reach the top spot. The previous laundry detergent market has been dominated by Procter & Gamble, Unilever and domestic Qiqiang. After several years of operation, foreign capital has firmly occupied the vast majority of the urban market. Qiqiang has avoided its edge and started from foreign capital. It is not taken seriously but has a huge market capacity in rural areas, and has ranked first in sales in the country for three consecutive years. In addition to laundry soap being far ahead, laundry powder has grown rapidly, and sales of Diaopai toothpaste have exceeded 100 million. Officials from the China Toothpaste Industry Association commented that the speed at which Diaopai toothpaste entered the market was unprecedented. In the past, it would have taken several years for professional toothpaste factories to reach sales of 50 million units. Even when multinational companies first entered China, they did not reach the level of Naais. speed. Diaopai dishwashing liquid has also firmly held the second place, leaving the latecomers far behind, becoming a company in the leading camp with over 50,000 tons, and is closing in on White Cat dishwashing liquid. This cannot but be said to be a miracle. According to the market situation, find the market blank point of the product or create a new market, so that the product becomes a leading brand in the minds of consumers. After cooperating with Hong Kong Likang Company, Naais set its breakthrough point in laundry soap. This is an area that consumers have no sense of: local products operate independently, and there are no national brands at all. The opportunity is here. The reason why laundry soap at that time had no brand awareness was due to its own shortcomings: large, rough, sallow appearance, naked and unpackaged, and the taste was really unflattering, so it was nicknamed "stinky soap". But smelly soap is a necessity for people to do laundry. Although soap smells good, it cannot remove stains as well as laundry soap.

To open a gap in laundry soap, we have to transform it from the inside out. Diaopai Super Soap appears in front of the common people with its unique color (blue) and shape (concave), and its special image representative - the big eagle, symbolizes the speed of decontamination. But when it first entered the market, the novel colors and packaging did not bring consumers' favor for "Diao". Instead, they thought it was another exquisite and clear soap, and Diao Super Soap was left out. Faced with the dilemma, a famous advertising plan that was cited as a classic by many companies in the future was quietly launched by Naisi Company. On June 21, 1993, "Zhejiang Daily" published a free advertisement for Naisi Company, and a registered trademark with the powerful Chinese character "diao" written in handwriting appeared eye-catchingly in the media for the first time. The advertisement lists the four major advantages of Diaopai Super Soap and tells readers that as long as they cut out the advertising coupon in the newspaper, they can receive a free piece of Super Soap and have a chance to win a free trip to Hong Kong and Macau. Once the advertisement was launched, the popularity of each distribution point increased sharply, and many consumers experienced the many benefits of using super soap for laundry for free. Word-of-mouth spread also left a good image of Diaopai in the hearts of consumers.

The success of Diaopai Super Soap lies in finding a blank spot in the product market. At the same time, in order to occupy this market, it uses unique promotional communication methods to build product awareness, encourage customers to try it, and through consumers' The consumption experience further enhances their favorability and preference for the product and increases their trust in the product. Immediately afterwards, Diaopai Transparent Soap was quickly launched. This time, the shape was changed from large to small and can be held in one hand, making it easier for consumers to use. At the same time, the scent was changed to a light fragrance, coupled with a mid-range price. Once it was launched, it was quickly accepted by thousands of consumers. Many shopping malls and supermarkets were sold out as soon as they were put on the shelves. Diaopai Transparent Soap has been sought after by consumers ever since it was launched and has been popular for a long time. It shocked the peers who were not optimistic about it at the beginning. By the time they woke up and started to take action, they had already missed the opportunity. Diaopai Transparent Soap has undoubtedly become the best-selling brand of laundry soap. The success of transparent soap provided the first pot of gold for Diaopai.

Use pricing strategies.

Consumers are always very sensitive to price. Diaopai opens up the urban market with low prices. Under the guarantee of excellent quality and the creation of a new market, the price advantage increases Diaopai's chips for success. Diaopai laundry detergent has been recognized by consumers for its excellent quality and ultra-low price. In 1999, Diaopai announced that it had built one of the four fully automatic powder spraying equipment in the world, and its production efficiency had been greatly improved. The footnote for this is: at the beginning of this year, the price of Diaopai washing powder dropped to At 29 yuan a box, it fell below the psychological defense line of 30 yuan. The price that was achieved in one step caught peers off guard. In 2000, Diaopai laundry detergent made persistent efforts and won the first place in national sales after laundry soap. The "triple jump" of Diaopai laundry detergent not only made itself stand out, but also caused the price of the entire industry to plummet. Foreign-funded companies led by Procter & Gamble and Unilever had to lower their noble heads. Every bag of laundry detergent with the same capacity starts from The retail price dropped from 6 yuan to 2.2 yuan, which can reduce the living expenses of Chinese people by more than 5 billion yuan every year. The prices of domestic brands have also dropped again and again.

If the success of Diaopai laundry soap is still a bit speculative, then the success of washing powder can be described as a truly beautiful counterattack. Diaopai actually had its own foresight in choosing this industry that many people are no longer optimistic about. First of all, there is a serious shortage of mid-range priced washing powders in the urban market. With the continuous decline in consumption levels in recent years, high-end concentrated powders led by Vitality 28 and White Cat in the early years have gradually lost favor and have gradually been replaced by foreign brands. Replaced by compound powder. However, the price of foreign laundry detergents is still beyond the acceptance level of most consumers, and the market is in urgent need of mid-range laundry detergents. Furthermore, although the rural leaders, represented by Qiqiang and Qianjin, have a solid foundation in the rural market, they have one weakness in terms of popularity. However, rural consumers have not seen any manufacturers advertising on the limited TV media, so they are blind in their choice of washing powder. Opportunity is the market. Diaopai used low prices as a "submachine gun" to enter the daily chemical industry, and used advertising to establish its brand image in the rural market, and the results blossomed everywhere.

With the development of the market, in order to enhance the brand value, Diaopai began to use high-price strategies in a timely manner. In 2003, Naais launched Diao brand natural soap powder in various parts of the country. The "two-in-one" natural soap powder washing and care product advocates a new concept of fashionable laundry and is a humane, ecological and environmentally friendly product. The retail price of 400g natural soap powder (family size) is 3.5 yuan/pack, which is the same as the new washing powder product. stand out from the changes. For consumers, high price often means high quality and high social class. The fresh release of Diaopai natural soap powder marks Diaopai's entry into the high-priced daily chemical market segment, which is conducive to increasing the added value of Diaopai's brand. The environmentally friendly features of the product also further enrich the brand culture. At the same time, its multiple product launches, especially its entry into the high-end cleaning and care market dominated by P&G, can strategically distract rivals, increase the brand's risk-resistance coefficient, and help truly break P&G's blockade in the daily chemical industry. Tip 3: The final realization of any product value depends on the sales terminal. The strong distribution system and channel advantages enable Diaopai to achieve super-fast growth in a short period of time. When Diaopai signs a contract with a dealer, it will promise a certain rebate to the dealer at the end of the year to ensure that its one-year efforts will be rewarded accordingly.

The absolute confidence in distributing Diaopai makes the dealer willing to put the advance payment into Diaopai's account when signing the contract. This move kills three birds with one stone: first, it greatly strengthens the basis for cooperation between manufacturers and dealers; second, the advance payment provides a solid guarantee for Diaopai’s liquidity, allowing both production and advertising to operate normally; third, Third, and most importantly, to a certain extent, Diaopai has emptied the dealers' liquidity, so that dealers who want to represent other brands also suffer from lack of funds and are unable to do anything, ensuring that dealers' trust in Diaopai is guaranteed. Loyalty. What makes Diaopai most proud is that not only its own production capacity has been fully utilized, but also external processing is carried out across the country. A strange and ironic phenomenon is that 30 companies in 19 provinces across the country, including Henkel's four detergent production plants in China and two Procter & Gamble factories, produce sodium chloride on their production lines every day. Sri Lanka's products, while the latter's soaps, washing powder, and toothpaste are competing with them for market share. It is reported that because of this kind of entrusted processing, Xuzhou Henkel Detergent Co., Ltd. escaped from a loss of 40 million yuan and turned a profit. Gansu "Blue Star" went from losing money to making a profit and then setting a record for the factory's laundry detergent production in the past 20 years. historical record.

More importantly, these entrusted processing enterprises have become the spark that Naais has spread rapidly across the country, not only effectively realizing direct sales from the origin, but also reducing transportation costs to a great extent. The Naaisi people have made the following calculations themselves: the annual production capacity of the second and third phases of the washing powder technical transformation project is 500,000 tons. The cost of transporting raw materials and finished products is 600 yuan more per ton compared with areas with convenient transportation. Yuan, in one year, 300 million in profits will be lost in vain. Compared with this, the processing fee of only 200 yuan per ton is quite small. Tip 4: Advertising must make targeted appeals based on different product features and different target consumer groups, so as to achieve the perfect sublimation from creating and expanding popularity to consolidating brand image and shaping corporate culture. There are many types of appeals in Diaopai advertising, but they all have a clear and consistent core idea.

The advertisement for Diaopai transparent soap focuses on the rural market. Compared with cities where washing machines are used more frequently and laundry detergent is used more often, soap usage in rural markets is much higher. Therefore, the transparent soap advertisement used an elderly rural couple to clearly communicate the efficacy of Diaopai transparent soap in a homely conversation. The amiable neighbor image of the two old people also makes people feel real and brings the distance between consumers and products closer. Clearly, this is an effective ad targeting a given market and a given consumer.

The advertisement for Naice Crystal Soap is the first time that Diao Brand has used celebrities as spokespersons. This is also an effective direct response to product positioning and target groups. As a relatively avant-garde and novel product, Crystal Soap is mainly targeted at young people who are curious about new things and willing to try them, and Fan Xiaoxuan is a star that many young people like. Promotion through celebrities is the most effective and fastest way for this type of product to enter the market. The original Naisi soap did not adopt this strategy because it was a popular product. Let’s look at the laundry detergent ads again. The first advertisement of Diaopai laundry detergent was mainly targeted at the urban market and wanted to fill the gap in the mid-range laundry detergent market. Therefore, the affordable price was the key point of the appeal. This advertisement avoided the functional promotion of many laundry detergent advertisements at that time. It repeatedly used "I want Diaopai" to attract consumers' attention, and used "Only choose the right one, don't buy the expensive one" to imply Diaopai's affordable price. As a result, the advertisement became a household name as soon as it was aired, which played a great role in increasing the popularity of Diao Pai. The second advertisement of Diaopai washing powder, "Mom, I can help you wash your clothes," broke the conventional functional promotion of washing powder and was unexpectedly welcomed by consumers. With its unique perspective and true feelings, this advertisement that closely follows the pulse of the times has allowed Diaopai to enter thousands of households with a strong sense of family affection. In this year, Diaopai washing powder miraculously jumped to second place. At the same time, this advertisement also caused a lot of controversy, with accusations that it "used the tears of laid-off workers to make money." However, since the advertisement was launched, various discussion articles in the media alone have earned Diaopai enough attention and earned attentional resources. Many consumers who prefer foreign brands also switched to Diaopai after being moved. Amid different voices of understanding, the Diaopai laundry detergent advertisement not only won attention, but also conveyed its brand connotation based on family culture into the hearts of consumers, becoming a key part of brand building. If the advertisement of transparent soap established the popularity of Diaopai, then the advertisement of Diaopai washing powder completed the shaping of the brand.

Diaopai took off by advertising, but it was not a random bombardment without purpose. Each product advertisement targeted a different consumer group and strived to be deeply rooted in the hearts of the people; each advertisement jumped out from its competitors. The old publicity model has left a deep impression on consumers. At the same time, every advertisement is closely centered around the "same voice", which is the core corporate culture of Naisi Group - "Our efforts are only to improve your quality of life", "True devotion, soul-to-heart communication"... This is a return to humanity, a supreme pursuit of advocating enterprises to serve the public and equal spiritual communication. Diaopai was firmly established and its market position was clear. However, looking down at the still-smoking battlefield of the Japanese chemical industry, Naais also felt the seriousness of the situation. With the ferocious expansion of Diaopai, it has gradually been suppressed by "local snakes" in various places. After the boss's position was seized by Diaopai, Qiqiang began a large-scale image promotion and focused on supermarkets to fight back against Diaopai. The multinational daily chemical giant Procter & Gamble changed its price strategy and launched Rejoice Daily Care Shampoo for 9.9 yuan to occupy the low-end market and "make a name for itself".

The road ahead is still full of thorns and ups and downs, and the cruelty of competition and uncertainties are also accompanying us. I believe that Diaopai can, under the guidance of these four tips, rely on a solid brand foundation and a brand culture rich in national plots, manage A "sky" for you to soar.