From the 1990s to the new century, these ten years were the fastest growing stage of marketing in mainland China, and many great marketing communication concepts were born. They may have made an enterprise, A brand may change the rules of market operation in one fell swoop. After sorting out the top ten marketing communication concepts, these seemingly simple and "outdated" marketing concepts have created miracles. At a time when everyone is "fighting for strength" (such as channel competition, price war, promotion war, etc.), these marketing concepts The combination of classic cases that should not have been ignored by everyone but are being ignored by everyone should give some profound inspiration to Chinese marketers, and are worth pondering again for marketers in the new century.
1. Baijiahei - Treating Colds, Black and White
In 1995, the sales of "Baijiahei" exceeded 160 million yuan in just 180 days after it was launched. In the crowded cold medicine market It captured 15% of the market share and became the second brand in the industry, which is a miracle in the history of marketing communications in mainland China. This phenomenon is called the "white plus black" shock, which has had a strong impact on the marketing industry.
Generally speaking, in a homogeneous market, it is difficult to discover a "unique selling proposition" (USP). There are many similar drugs in the cold medicine market, and the market has become highly homogenized, and it is difficult to make substantial breakthroughs in both Chinese and Western patent medicines. "Big names" such as Contech, Livzon, and Sanjiu relied on their strong advertising campaigns to occupy a piece of territory each. However, Gaitianli, a pharmaceutical company that is not very strong, actually overtook the latecomers in just six months. The key lies in the new product concept.
"White plus black" is an amazing idea. It seems simple. It just divides the cold medicine into white tablets and black tablets, and puts the sedative "chlorpheniramine" in the cold medicine into the black tablets. It does nothing else; in fact, it is not simple. It is not only in the appearance of the brand It is very different from competing brands. More importantly, it is consistent with consumers' lifestyles and achieves a strong communication effect that triggers associations.
With the help of the advertising company, "White plus Black" determined the simple and concise advertising slogan "Cure colds, distinguish black and white". The core message of all advertisements is "Take white tablets during the day to avoid drowsiness." "Take black tablets at night and sleep well." Both product names and advertising messages clearly convey the product concept.
2. Safeguard - the latecomer to dominate the soap market
In March 1992, "Safeguard" entered the Chinese market, and "Lux" entered the Chinese market as early as 1986 "Has firmly occupied the soap market. However, in just a few years, the younger generation "Safeguard" has abruptly pulled "Lux" from the throne of soap overlord. According to 2001 data, Safeguard's market share reached 41.95%, 14 percentage points higher than Lux, which ranked second.
Safeguard's success naturally has many factors, but the key point is that it found a novel and accurate "bacteria removal" concept.
When Chinese people first started washing their hands with soap, Safeguard began its more than ten years of "education work" to teach Chinese people to really wash their hands - remove visible stains. Okay, have you washed away the invisible bacteria?
In Safeguard’s marketing communications, “sterilization” is used as the core concept and appeals to “effective sterilization to protect the whole family”. In advertisements, it tells the story through scenes such as playing football, squeezing in a car, and carrying gas tanks. Everyone, we are infected with many bacteria in our lives. The bacteria under the magnifying glass will "scare you". Then, Safeguard then proved through rational appeals and experiments that "it contains the antibacterial ingredient 'Dibao Skin'" to prove that Safeguard can make you wash your hands "clean". In addition, it also enhanced its brand trust through "Chinese Medical Association Verification".
3. Melatonin – Calling for China’s gift market
In China, if someone mentions “I won’t accept gifts during the holidays this year”, anyone can tell you “I will accept them”. The gift only accepts melatonin." Melatonin has become the number one representative in China's gift market.
Sleep problems have always been a problem that plagues middle-aged and elderly people. There are many people who suffer from lack of sleep due to insomnia. According to statistics, at least 70% of women in China suffer from sleep deprivation, and 90% of elderly people often have trouble sleeping. The "sleep" market is so huge. However, after the King of Hearts with the concept of "blood enrichment" and the Sanzhu oral liquid with the concept of "regulating the stomach" created the peak of China's health care products market, when the reputation of the health care products industry fell to the bottom, melatonin The rapid rise of the concept of "sleep" alone is unlikely.
As a single type of health care product, melatonin quickly launched into the market in a very short period of time and became the "leader" of China's health care products industry, leading the country's health care products industry for five years. The most important factor in its success lies in finding the central concept of "gift giving".
China is a land of etiquette. There are various gift-giving behaviors such as New Year gifts, gifts when visiting relatives and friends, patients, public relations gifts, wedding gifts, subordinates giving gifts to superiors, young people giving gifts to elders, etc. The gift market is so huge. The key to Melatonin's success lies in positioning itself in the huge gift market, and preemptively benefiting from the "positioning first" rule, being the first to clearly position itself as a "gift" - leading the consumer trend with gift positioning.