The Richest Man Yang Fei - Chapter 653
Chapter 652 Battle of Mibao Part 2
Yang Fei didn’t do anything in other fields, but wanted to compete with P&G’s Head & Shoulders in the field of anti-dandruff, which made sense.
In Yang Fei’s memory, anti-dandruff shampoos accounted for more than half of the domestic shampoo market in later generations.
With a total market of 40 billion, the anti-dandruff shampoo has a market share of more than 20 billion.
Even if it only competes for one-tenth of the market share, there can be more than two billion sales in a year.
For this ambitious goal, it is worthwhile for Yang Fei to invest several hundred million yuan.
Moreover, in the same field, the more big companies enter, the bigger the field will be.
my country’s national conditions are also suitable for the promotion of anti-dandruff shampoo.
Generally speaking, the concept of anti-dandruff is only found in developed countries. Few people in developed countries mention anti-dandruff.
Take island countries as an example. They have almost no anti-dandruff shampoos.
Procter & Gamble also sells shampoo in island countries, and shampoo also has anti-dandruff function, but it will not emphasize this function.
Because in the eyes of islanders, dandruff on the hair is a personal hygiene problem and a culture of shame.
In our country, the market share of anti-dandruff is getting bigger and bigger.
The battle for the shampoo market is actually a battle for the runway.
The runway is a straight line. Those who participate in the war only need to step on the gas pedal. There are no corners to overtake, and they are all straight.
On such a runway, the brave wins when meeting on a narrow road.
Anti-dandruff shampoo is a very functional area.
Meisi and Head & Shoulders advertise together, both promoting their anti-dandruff shampoos.
Meisi’s advertisements are highly targeted to specific groups of people, who are young and middle-aged people, but they tend to be younger.
Everyone is focusing on “eliminating dandruff” and constantly convinces everyone that my product is better. Therefore, both parties have invested high market expenses.
What makes both parties feel miraculous is that the market share of the two companies has not declined, and both are rising!
Meisi is a newly listed brand, with its market share starting from zero and quickly rising to five percent.
Don’t underestimate these five percentage points. Many large companies that have been in business for decades may not be able to achieve this share.
Yang Fei’s goal is to occupy more than 10% of the domestic market within one year.
As soon as Messy Shampoo was launched, with the huge advertising campaign, half of the goal was immediately achieved.
Mesi’s share has increased, and Head & Shoulders’ share has not declined, but has increased.
This situation is like an F1 car, when everyone is on the straight, they are stepping on the accelerator. The foot of the person who ran in the front did not loosen, and the person who ran in the back stepped on the gas pedal. Whoever relaxes at this time will weaken.
In this high-speed competition, neither of the two sides weakened, and both of them stepped on the accelerator pedal to the bottom.
So both companies are running fast, and their market shares are increasing.
The market is only so big, and the share of the two of them has increased, which means that they outperform other brands in the market.
Faced with the rise of the new brand of Meisi, Head & Shoulders certainly felt threatened.
To this end, Head & Shoulders held a meeting internally.
Some people have suggested that anti-dandruff is only needed by developing countries. With the rapid development of China’s economy, the concept of anti-dandruff will be eliminated sooner or later, just like nearby island countries. Since Meisi focuses on anti-dandruff, we might as well add new elements to the brand promotion, such as the concept of hairdressing. Using Head & Shoulders shampoo can make hair beautiful. Is this a new growth point?
Someone else said, beautiful hair? Isn’t that Meisi?
After intense discussions, Head & Shoulders executives all thought that the future of the shampoo market must be diversified. A single anti-dandruff function cannot satisfy the ever-changing people’s pursuit of hairdressing.
Therefore, Head & Shoulders internally formed a unified opinion, that is, decided not to focus on the function of dandruff, but to add the concept of hairdressing.
Shampoo not only removes dandruff, but also makes hair smoother and more beautiful.
On January 1, 1996, Meisi Shampoo was launched in the CCTV Biaowang advertising time slot.
Yang Yuying’s long black hair, confidently walked into the camera, tossed the flowing hair, her eyebrows were raised, her face was youthful and vigorous: “Dandruff, I only use Meisi, it works once.”
Anti-dandruff is the main function of Meisi shampoo.
The advertising slogans all focus on anti-dandruff, and highlight that Meisi’s anti-dandruff function is very powerful, and the effect can be seen at one time. It is especially suitable for people who need this.
At the same time, Head & Shoulders made urgent adjustments to CCTV’s advertisements. They changed the theme of anti-dandruff to the theme of hairdressing.
Heads of Head & Shoulders have extensive experience in global marketing. They can apply their experience in other countries to the China market and hope to achieve success.
However, they still don’t understand our market.
On the one hand, it is the professional appeal of Meisi shampoo, which only talks about dandruff.
On the other hand, Head & Shoulders gave up the main function of anti-dandruff and talked about the concept of hairdressing.
Although Head & Shoulders’ bottle packaging still has the word dandruff written on it, their main feature in the commercial is already hairdressing.
Hairdressing is actually a very general concept. What constitutes a hairdressing? Everyone’s standards are different. So, does the hairdressing that Head & Shoulders talks about meets consumers’ expectations?
At the very least, in the beginning, consumers didn’t buy it.
For most Chinese people, they buy the same product with a strong purpose, and the simpler the function, the better. If you want to remove dandruff, you can remove it. What kind of hair do you have?
The first day of January has become a watershed in the market battle between Head and Shoulders and Mesi.
Head & Shoulders sales plummeted.
And Meisi’s sales have soared!
“For dandruff, I only use Meisi, and it works once!”
Overnight, people suddenly discovered that such advertising slogans were plastered all over the bus stops in major cities across the country, as well as the bodies of buses!
Railway stations, bus stations, airports, and all transportation places, wherever advertisements can be posted, there are advertisements with Yang Yuying holding Meisi anti-dandruff shampoo, her eyebrows lightly raised, and a sweet smile.
As long as you get out of the house, you can see Meisi’s advertisement!
National beauty, shiny hair, sweet smile, this kind of advertisement, the visual impact is absolutely superb. Anyone can see her at the first glance, and at the first glance, they can’t help but look at it a few more times. Beauty, bah, this hair is so beautiful!
Star effect, advertising effect, the concept of Meisi shampoo anti-dandruff instantly implanted in people’s hearts.
When friends meet, they will ask, have you used Meisi? I heard it’s pretty good.
The word-of-mouth spreads, and young people are willing to try new things, let alone CCTV standard products?
Meisi’s sales are increasing day by day.
And when the head of Head & Shoulders woke up, it was too late.
When they looked back and looked for the manager who had first suggested that they would change Head and Shoulders’ main direction, they found that this person had resigned and quit.
Perhaps they will never know that this is the second battle planned by Yang Fei!
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