In September 2008, GlaxoSmithKline launched an anti-allergic toothpaste brand in China.
This high-priced toothpaste with an initial price of more than 50 yuan is not optimistic in the Chinese market. You know, even the high-end domestic toothpaste —— Yunnan Baiyao listed in 2005, the price is only There is a third of comfort.
And the later facts prove that the comfort of the main anti-allergic function has successfully occupied the top three of functional toothpaste in the Chinese market. The reason is self-evident:
On the one hand, with the improvement of the pursuit of quality of life, the public’s appeal for toothpaste does not stop at cleaning or whitening. Functional toothpastes such as hemostasis, anti-allergic and go-to-mouth have gradually emerged in the market;
On the other hand, with the rapid rise of young consumers in the after-90s and after 00, their awareness of dental health care Increasingly, the way to obtain information is more diversified, and traditional products are no longer able to meet their needs.
As a latecomer to the functional toothpaste market, “Panda Leaf is clearly eager to join the war in this consumer group.”
Going to regularization
There are three basic principles in the FMCG industry: “Low price, convenience, low loyalty.
In past industry experience, toothpaste was used as a daily consumable, and it was “shovel visibility,” “low price and “adhesiveness”. To put it simply, in a multitude of choices, you want consumers to think about your products; in addition, you have to make them as cheap and convenient as possible.
Therefore, in the past few decades, the main way for major brands to compete is the laying of print ads. Through the nationwide large-scale coverage, the establishment of association associations, and ultimately into the terminal sales.
There is no doubt that in the era of traditional consumption, big brands + big manufacturing + big advertising spread, the combination of layers and then reach the final mainstream popular users is a more ideal model. However, with the increasing demand of users, some technologies that were not necessarily used in mainstream mainstream products have been promoted and applied.
In the context of the general trend of consumption upgrades, the demand that originally belonged to the niche group has also begun to be needed by the majority of the group. Such demand may not be met due to technical means, price or convenience.
The toothpaste category is a very representative example. Its consumer group is polarized: one side is a high-end group that pursues special functions, and they are willing to pay for unconventional points such as anti-allergy and hemostasis; On the other hand, it is an ordinary user who only needs to satisfy the basic cleaning effect.
With the help of consumption upgrades, this polarization has begun to change. After the 80s and 90s, the group and the new middle class are on the rise, and they are willing to pay for higher quality, more efficient and more technological products. As long as such products can touch their pain points and cater to their demands.
The introduction of Panda Leaf Toothpaste undoubtedly represents: “The core idea of user demand determines the brand’s product strategy.
As the first brand to add “natural opiates” to daily necessities, Panda Leaf puts itself on the opposite side of conventional products on the day of its birth.
& ldquo; Ai film is also commonly known as “Ice film, is the crystal obtained from the extraction of the volatile processed products of Ayurveda, is a pure left-handed dragon brain. The left-handed dragon brain can be used to treat symptoms such as sore throat and sore throat, and this ingredient can be added to the toothpaste to keep the breath fresh for a long time.
Because the extraction process is too complicated and takes a long time, the market price of natural borneol has been high, and has risen from 2,000 yuan/kg last year to 3,000 yuan/kg, and its essential oil price is Up to 10,000 yuan per catty. The high price of raw materials has caused many commodity manufacturers to start a new way.
Because of the low price, artificial borneol has gradually become a substitute for natural borneol. However, the difference between the two is not simply reflected in the price: artificial borneol is processed with chemical elements such as camphor and turpentine. The composition has toxic side effects, and its excessive dosage causes symptoms such as nausea, vomiting and convulsions. In severe cases, it causes breathing. Depletion, life-threatening.
In order to be able to add the Ayurveda ingredients to the toothpaste, and to allow the user to experience the purest efficacy, the Panda Leaf team refused to use synthetic borneol at the start of the sale and chose a high cost. Extract complex natural borneol.
In the end, it is the choice to re-fire in the faint gray ash, or to chase the light outside the cave, the panda leaf has clearly given its own answer.
“ Chinese goods are also extremely
For many people who use the iPhone, rickets The most is the “very fragile charging line, it will not take long to break and break.”
In the eyes of many people, this is a despicable means for Apple to increase the sales of its accessories. But few people know that by giving up any of the three conditions of non-toxic, environmentally friendly and pure white (wire color), Apple can make the wire quality tough and cheap.
Apple is the ultimate pursuit of its own products, and it is also responsible for corporate responsibility, and we can also find such examples on the Panda Leaf brand.
Panda leaf toothpaste contains Ayurvedic active factor, but the domestic common toothpaste paste is difficult to carry, which will cause the flow of active ingredients.Lost. To solve this problem, the Panda Leaf team made a special trip to South Korea, where the drug supervision standards were the most stringent, to find a paste manufacturer.
In the end, they chose the Korean K.M Pharmaceuticals Co., Ltd. to customize a special paste for Panda Leaf Toothpaste. It uses low-grinding technology, which combines the active ingredients of Ayurveda with high-efficiency foaming technology to quickly clean the mouth and purify the breath.
But it is obviously not enough to solve the problem of paste. In the era of increasingly personalized consumption upgrades, consumer goods brands must consider the issues from the perspective of different consumers’ needs, and strive for excellence as much as possible. Personalized products, not just a medium-sized product that is unsatisfactory in every respect.
Under such circumstances, it seems that it is not easy to meet the needs of different groups through new technologies. It is difficult to judge which one is better in the face of some products with new technologies.
Because there is no reference, everything is new. This is completely different from the era of mass consumption. Even giants like KFC have to bury themselves to develop new flavors. Many daily necessities are at best a simple appearance. Addition and subtraction.
In the aspect of the toothpaste tube, the Panda Leaf team hesitated for a long time. It is necessary to avoid the use of the conventional toothpaste, the composite pipe that is always squeezed, and the aesthetics and practicality.
As a representative of industrial powers —— Germany’s MEGAPLAST pipe became the final choice for the Panda Leaf team. Its vacuum press design minimizes the entry of outside air and locks in herbal extracts.
In addition, the designer also made a 1.5° dip in the body of the paste to achieve maximum paste usage, and no need for users to dig into the toothpaste.
Panda leaves are particularly valued in appearance, which coincides with the fact that people are particularly picky about the product’s value. When you are faced with a bunch of young fashion, quality of life, aesthetic independence, and individuality, the appearance may sometimes take a greater weight than the function.
The ultimate pursuit of quality in the Panda Leaf reminds people of the world’s top luxury Rolls Royce, not only in the price, but also in the pursuit of excellence and top quality.
According to a report issued by the Boston Consulting Group, in the first half of 2016, The increase in the retail sales of offline goods in China was only a dismal 1.5%.
For the traditional daily necessities market, Shangchao, hypermarkets, convenience stores, and mom-and-pop stores are the usual way of spreading. This is also the secret weapon that the daily necessities giant P&G once proud of.
Liu Qiangdong once mentioned in a share about the retail revolution:
& ldquo; One of the trends in the future of consumption is the diversity of the scene. It means that the consumption scene will be more and more dispersed, and the contact points between enterprises and consumers will no longer be limited to shopping malls or websites, but everywhere.
This passage describes exactly the biggest problem facing big companies like P&G in the new era ——
At the beginning of the channel paving, the Panda Leaf team dispelled the old path of entering traditional channels. On the one hand, too many intermediate links in the traditional channels lead to higher circulation costs; on the other hand, the material cost of products is too high, and it is difficult to receive good results in the face of the traditional channels of the general public.
Obviously, it’s unrealistic and outdated to go back and “P&G giant roads.” For high-priced daily necessities such as panda leaves, the online e-commerce platform is clearly its best choice.
It is precisely because of the lack of preference of the e-commerce platform that it does not need to select merchants and customers, and has the greatest product tolerance. For brand owners, there is no need to deliberately cater to all consumers. They can set standards in a generous manner, and isolate consumers who are not theirs by quality and price.
Its deeper meaning is nothing more than establishing the absolute differentiation of products and opening the gap with similar competitors.
Therefore, the understanding of the Panda Leaf brand for retailing is both a quality of excellence and a corresponding consumer-oriented mechanism. The former strives to solve the quality problem, and the latter tries to use the taste orientation to let the right goods find the right consumers.
Written at the end
There are good people who know about the secret of hemostasis hidden in Yunnan Baiyao toothpaste for many years. — tranexamic acid, a commonly used hemostatic prescription drug for Western medicine .
Downstairs has the answer to the main banter: “You are not brushing your teeth, you are taking medicine.”
This is the progress brought about by the era of consumption upgrades. No matter how noisy the market is, some emerging brands are attacking the city with the banner of consumption upgrade, but the final competition still has to return to the value of the product itself. Instead of false marketing communications.
In the complicated daily chemical market, the pursuit of quality by panda leaves is as precious as a panda. Even if it appears only to force the market to change and progress, you can’t deny it. It will be a non-negligible opponent, a respectable opponent.
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