Shangchao is still the most important way for toothpaste brands to gain market share. However, with the large-scale entry of foreign toothpaste brands, the over-the-top channels of the Japanese soil toothpaste brands have become the site of foreign brands. The best way for domestic brands of second and third line toothpaste to survive and develop is to avoid head-on conflicts with wealthy foreign toothpaste brands, and to insert the battle flags into places where foreign brands have not yet set foot in and develop their own base areas.
Where does the flag go? The daily chemical franchise store that the foreign toothpaste brand has not involved seems to be a good choice. Its advantages are as follows:
First, suitable for the survival of the sales environment in the supermarket, there are many well-known toothpaste brands, Crest, Colgate, Unilever accounted for half of the country; as a native toothpaste brand, if neither "Yunnanbaiyao" toothpaste like "national confidential formula" This brush, unlike Nass, has a very strong background and financial strength. It is tantamount to a fantasy to open up its own base in the super-brand channels. In other words, in the supermarkets controlled by the foreign toothpaste brand, the survival environment of the local toothpaste brand is very poor and it is difficult to make a difference. Therefore, if local toothpaste brands want to take their place, they must find a suitable environment for their own.
Franchise stores as a channel for the booming market in China in recent years provide an ideal living environment for the local toothpaste brands. First of all, most of the franchised stores pursue profitable products. The prices of products such as Crest and Colgate are quite transparent, and there is not much room for profit. Coupled with these current foreign brands, they disdain this channel of franchised stores, so many days There is no toothpaste brand in the franchise store. For the local toothpaste brand, after entering the franchise store, there is no pressure from the foreign brands, and there is no rivalry between similar products. “This one alone, there is no branch†Its market environment is obviously far better than commercial super channels.
According to Liu Qin, Marketing Director of Dali International (China) Co., Ltd., cosmetics specialty stores are mainly skin care products. Toothpaste is a very important supplementary product category and has a higher comprehensive requirement for the brand, packaging, selling point, quality and profit of the products. Colgate Brand names like Crest and Crest are far from satisfying the requirements of franchise store profits. Many latecomers are not suitable for franchise store products in terms of packaging, selling points, and quality. Therefore, for the local toothpaste brands that want to enter the franchise stores, they should not only directly transfer the brands that were originally displayed in the supermarkets, but also must re-package the original toothpaste brands to enhance the brand image. In this way, it is possible to increase the price of the product and provide more profit for the franchise store. With abundant profits, it is naturally easy to become the main push brand of the franchise store. In addition, mid- to high-end consumers are accustomed to spending at specialty stores or specialty stores, which also provides room for local toothpaste brands to profit.
Second, easy to promote consumer groups Business superchannels Although the flow of people is large, but the consumer's consumption goals are prone to shift due to the variety of categories; and in such a large and noisy environment, consumers often promote such terminals. Very disgusted, so it is difficult to convince consumers to buy products in a short period of time; and in the franchise stores, its sales environment is far better than noisy supermarkets, consumers can calmly listen to the introduction of shopping guides, which is the product Sales offer great convenience.
In the target consumer groups, the target consumer groups of Shangchao are scattered and popular, and the consumer groups have different spending power. The loyalty of the brand is likely to shift due to other brands; and the daily-use boutiques are often The young white-collar workers in the city are more particular about their products and their psychological needs are different. They value the quality and grade of their products, have high brand loyalty, and accept new things more quickly, which is suitable for the promotion of new brands.
In the way of selling goods, the franchise channel is more suitable for the promotion of the local toothpaste brand than the supermarket channel. In Shangchao, the main sales method is the consumer's choice, and there are numerous supermarket brands, and the chances of becoming the target of most consumers are very few. In franchise stores, sales tend to be recommended by shopping guides, and since daily chemical franchise stores are based on a membership system, most of the consumers who visit the stores are regular customers, so that consumers can easily accept the influence of shopping guides and accept the new brands they recommend. It is understood that there are nearly 500,000 members of a national chain of daily chemical stores. 70% of the monthly sales are from members, and only 30% are from new customers. Therefore, if the toothpaste brand can closely develop the sales promotion program around the members of the franchise store, it is believed that increasing sales is not a difficult task.
Third, improve after-sales service level After-sales service is an important means of driving the product's secondary sales.
Regardless of the industry, after-sales service is very important. In the three links of sales, pre-sales are excavation of customer's bedding work; sales is a balance point with consumers to find benefits, and then the transaction; these two steps are done, but if the after-sales service can not keep up, then Consumers will not recognize the brand's reputation, trust and integrity. In a survey, it was also shown that 59.3% of consumers believe that the level of after-sales service is the key to selecting a product, followed by word of mouth. This aspect shows that consumers are increasingly sophisticated consumer concepts, on the other hand shows how to improve and improve after-sales service is the key to attracting consumers, it will determine the brand's survival and profits.
Compared with the after-sales service of Shangchao and franchise stores, the level of after-sales service of franchise stores is far higher than that of Shangchao. The timeliness, effectiveness and pertinence of after-sales service in franchise stores are far better than those of supermarkets. This can greatly increase brand awareness and consumer loyalty to brands, and provide a good foundation for the secondary sales of products. .
In today’s intensely competitive era, most toothpaste brands place their hopes on products in order to gain more consumers’ favor. They hope that their products are unique, unique or effective in the market, but in fact they are Few products are rare and the homogeneity of products is becoming more and more serious. How to survive in the homogenization competition can only find the way in the marketing mode. For the local toothpaste brand, the franchise store may be a new base for its development.
Where does the flag go? The daily chemical franchise store that the foreign toothpaste brand has not involved seems to be a good choice. Its advantages are as follows:
First, suitable for the survival of the sales environment in the supermarket, there are many well-known toothpaste brands, Crest, Colgate, Unilever accounted for half of the country; as a native toothpaste brand, if neither "Yunnanbaiyao" toothpaste like "national confidential formula" This brush, unlike Nass, has a very strong background and financial strength. It is tantamount to a fantasy to open up its own base in the super-brand channels. In other words, in the supermarkets controlled by the foreign toothpaste brand, the survival environment of the local toothpaste brand is very poor and it is difficult to make a difference. Therefore, if local toothpaste brands want to take their place, they must find a suitable environment for their own.
Franchise stores as a channel for the booming market in China in recent years provide an ideal living environment for the local toothpaste brands. First of all, most of the franchised stores pursue profitable products. The prices of products such as Crest and Colgate are quite transparent, and there is not much room for profit. Coupled with these current foreign brands, they disdain this channel of franchised stores, so many days There is no toothpaste brand in the franchise store. For the local toothpaste brand, after entering the franchise store, there is no pressure from the foreign brands, and there is no rivalry between similar products. “This one alone, there is no branch†Its market environment is obviously far better than commercial super channels.
According to Liu Qin, Marketing Director of Dali International (China) Co., Ltd., cosmetics specialty stores are mainly skin care products. Toothpaste is a very important supplementary product category and has a higher comprehensive requirement for the brand, packaging, selling point, quality and profit of the products. Colgate Brand names like Crest and Crest are far from satisfying the requirements of franchise store profits. Many latecomers are not suitable for franchise store products in terms of packaging, selling points, and quality. Therefore, for the local toothpaste brands that want to enter the franchise stores, they should not only directly transfer the brands that were originally displayed in the supermarkets, but also must re-package the original toothpaste brands to enhance the brand image. In this way, it is possible to increase the price of the product and provide more profit for the franchise store. With abundant profits, it is naturally easy to become the main push brand of the franchise store. In addition, mid- to high-end consumers are accustomed to spending at specialty stores or specialty stores, which also provides room for local toothpaste brands to profit.
Second, easy to promote consumer groups Business superchannels Although the flow of people is large, but the consumer's consumption goals are prone to shift due to the variety of categories; and in such a large and noisy environment, consumers often promote such terminals. Very disgusted, so it is difficult to convince consumers to buy products in a short period of time; and in the franchise stores, its sales environment is far better than noisy supermarkets, consumers can calmly listen to the introduction of shopping guides, which is the product Sales offer great convenience.
In the target consumer groups, the target consumer groups of Shangchao are scattered and popular, and the consumer groups have different spending power. The loyalty of the brand is likely to shift due to other brands; and the daily-use boutiques are often The young white-collar workers in the city are more particular about their products and their psychological needs are different. They value the quality and grade of their products, have high brand loyalty, and accept new things more quickly, which is suitable for the promotion of new brands.
In the way of selling goods, the franchise channel is more suitable for the promotion of the local toothpaste brand than the supermarket channel. In Shangchao, the main sales method is the consumer's choice, and there are numerous supermarket brands, and the chances of becoming the target of most consumers are very few. In franchise stores, sales tend to be recommended by shopping guides, and since daily chemical franchise stores are based on a membership system, most of the consumers who visit the stores are regular customers, so that consumers can easily accept the influence of shopping guides and accept the new brands they recommend. It is understood that there are nearly 500,000 members of a national chain of daily chemical stores. 70% of the monthly sales are from members, and only 30% are from new customers. Therefore, if the toothpaste brand can closely develop the sales promotion program around the members of the franchise store, it is believed that increasing sales is not a difficult task.
Third, improve after-sales service level After-sales service is an important means of driving the product's secondary sales.
Regardless of the industry, after-sales service is very important. In the three links of sales, pre-sales are excavation of customer's bedding work; sales is a balance point with consumers to find benefits, and then the transaction; these two steps are done, but if the after-sales service can not keep up, then Consumers will not recognize the brand's reputation, trust and integrity. In a survey, it was also shown that 59.3% of consumers believe that the level of after-sales service is the key to selecting a product, followed by word of mouth. This aspect shows that consumers are increasingly sophisticated consumer concepts, on the other hand shows how to improve and improve after-sales service is the key to attracting consumers, it will determine the brand's survival and profits.
Compared with the after-sales service of Shangchao and franchise stores, the level of after-sales service of franchise stores is far higher than that of Shangchao. The timeliness, effectiveness and pertinence of after-sales service in franchise stores are far better than those of supermarkets. This can greatly increase brand awareness and consumer loyalty to brands, and provide a good foundation for the secondary sales of products. .
In today’s intensely competitive era, most toothpaste brands place their hopes on products in order to gain more consumers’ favor. They hope that their products are unique, unique or effective in the market, but in fact they are Few products are rare and the homogeneity of products is becoming more and more serious. How to survive in the homogenization competition can only find the way in the marketing mode. For the local toothpaste brand, the franchise store may be a new base for its development.