The Richest Man Yang Fei - Chapter 645
Chapter 644 put pressure on
“Shampoo must be the stage for the strong.”
In my country’s shampoo market, the overlord for many years has been Procter & Gamble, which entered my country in 1988. Procter & Gamble brought its Head & Shoulders brand to my country and set up joint ventures in my country, and successively introduced brands such as Rejoice and Pantene. In the following 10 years, nearly half of the Chinese people’s money for shampoo went into P&G’s pockets.
The domestic brands launched the general attack between 2000 and 2005, when there were about 40 shampoo brands appearing on major TV stations every day. It is conceivable that, except for a few brands under P&G and Unilever, the rest are almost all local brands.
I remember that when I was watching Gu Zai, I saw that Yin Dao Changfan was very heart-broken. When the little dragon girl was unable to move, when the most exciting time, a shampoo advertisement appeared, which was a domestic brand.
Even after twenty years, according to the authoritative statistics of Bain Consulting, China’s top five brands in terms of sales volume are Head & Shoulders, Rejoice, Pantene, Qingyang and Sassoon, four of which are P&G brands.
Procter & Gamble’s share of sales in my country’s shampoo market is more than half.
This is so harsh and real in the contemporary era where everyone is calling for domestic products to be self-reliant and patriotic to buy domestic products. The sales of foreign shampoos are far ahead.
However, there are still many domestic shampoo brands, and they are emerging one after another. Most of their market shares are in the vast rural market, and there are also increasingly prosperous hair salons.
Yang Fei’s intervention has advanced the domestic shampoo war by ten years.
To be honest, Procter & Gamble did not take Yang Fei and Mei Si into consideration.
Although P&G lost a city in the previous washing powder battle, they did not think that Yang Fei was strong, but that they came too late.
Procter & Gamble focused on the battle for the shampoo market, and did not pay enough attention to China’s washing powder market, which led to the rise of Yang Fei, a small local brand.
But in the shampoo field, P&G considers itself the boss and believes that the emerging brand of Mesi is not their opponent.
Even so, P&G did not take it lightly.
After all, Meisi has the blessing of CCTV Standard King.
After Yang Fei won the next bidding champion, he spent a lot of money this year and once again aspired the bidding champion. All fools knew that he wanted to hit the shampoo sales market.
Fortunately for Yang Fei, he was born in a good era.
After foreign brands entered our country,
When foreign brands first entered our country, they also needed layout and development, and their energy was only in the first and second tier cities. It has not yet been able to cover third- and fourth-tier cities and township markets, and the spending power of these consumer groups is relatively low.
Yang Fei’s strategy is to start with markets that P&G cannot cover, and then outflank the first and second tier markets. To successfully win these markets, low prices are an indispensable condition.
In the third- and fourth-tier markets, brand awareness is not the most important factor that affects consumers’ purchases, but cost-effectiveness is the key.
Yang Fei insists on one belief, that is to make good products.
At a time when my country’s shampoo industry is increasingly bleak, insisting on making good products can win word of mouth. On the other hand, it relies on traditional distributors for distribution. And this is due to Yang Fei’s victory in the detergent market, which has won numerous county and district-level agent channels.
With this ready-made channel, Yang Fei can quickly sell Meisi shampoo to all parts of the country.
Coupled with the overwhelming advertising, the image of Meisi shampoo is cheap and good quality, and it is quickly accepted by the people.
Regardless of the brand premium, Meisi shampoo takes a lot of effort in the packaging design, and the product quality is obvious to all.
Yang Fei’s idea is simple, that is, to seize the younger generation.
This group of young people is the main force of consumption, and will also be successful people who will be active on all fronts of society in the future.
As long as this generation of young people develop a certain degree of recognition of the Meisi brand, and when the use of Meisi shampoo becomes a habit, it can cultivate generations of loyal customers.
Now, Yang Fei is sitting in a quiet teahouse somewhere in the Forbidden City and is holding a strategic meeting with the group’s senior management.
Yang Fei said in a deep voice: “Our goal is to be the first domestic brand! In order to achieve this goal, we have to start the terminal promotion model.”
Wei Xinyuan asked: “Terminal sales? How to operate?”
Yang Feidao: “Our strategy is to build core competitiveness from the terminal. The specific approach is to equip sales outlets with shopping guide groups to promote Sibao products to customers. Like large supermarkets and promotional activities, our company will Send a shopping guide group. The members of the shopping guide group must be people with a certain degree of knowledge and a certain eloquence. They must first understand the ingredients of our products, and be able to tell the benefits of our products, and why they are so good, before they can convince consumers. By.”
“The cost of hypermarkets is also very high.” Zhu Zhongnan muttered, “Have you ever thought about this problem? In addition to our sales promotion team, our sales cost will be even higher.”
Yang Fei said: “Hypermarkets are a must for brands. Even if the profit is low, we must take it down. This is the path that must be taken to build brand awareness.”
Xie Guiyan said slowly: “The top priority is to deal with this wave of P&G price wars first, right?”
Zhu Zhongnan said: “Mr. Xie is right. Procter & Gamble suddenly launched a price war when our advertisement was about to land on Biaowang. They must be prepared. How do we deal with it?”
Yang Fei groaned: “First of all, we must insist that our new products cannot reduce prices. Our products are positioned differently from Head & Shoulders. They can buy a bottle of good perfume for a bottle of shampoo. And our shampoo. , But it’s just the normal price.”
Zhu Zhongnan nodded and said: “It makes sense If we lower, the profit will be even thinner, which is not good for the distributors and our manufacturers.”
Yang Fei said: “P&G wants to lower the price, so he will let him lower it. If they are really courageous, they will drop it to the same level as our shampoo price.”
“Haha,” everyone laughed, “how is this possible?”
Yang Fei said: “The price is also determined by the market. If there is only P&G in the market, the price is not determined by him? As long as the domestic brands catch up, one day they will be pulled off the altar of price.”
Wei Xinyuan said: “I feel deeply about this. The price of washing powder is just because we were born in white. The washing powders of foreign companies have reduced their prices. Consumers will ultimately benefit.”
Yang Fei said: “In response to this price war, we have two things to do, one is to keep the price unchanged, and the other is to use public opinion to build momentum and put pressure on P&G.”
“Put pressure on P&G?” Zhu Zhongnan asked in surprise, “How to give it?”
In Yang Fei’s eyes, there was a gleam of wisdom, like a cold blade out of its sheath!