Brand introduction of Meijiajing

"Houses in Lujiazui, Pudong are very expensive, with a square meter of tens of thousands of yuan, but they are not the' king of buildings' in Shanghai. The real' king of buildings' is the old houses around Huashan Road. After renovation, a 15-square-meter house can be easily sold at an ultra-high price of 1 million yuan a few years ago. "

This is a set of rhetoric that Wang Zhuo, deputy general manager of shanghai jahwa United Co., Ltd., has long pondered for the revival of Meijiajing brand. His example is to respond to the controversy between reviving old brands and creating new brands in the industry. He told CBN reporters about shanghai jahwa's efforts to improve the market positioning of Melamine, such as repeatedly scrutinizing the market positioning of Melamine, which was founded in 1962. It is a national brand that created the first styling mousse, the first sunscreen and the first styling hand cream in China cosmetics market. In 199, Meijiajing entered its peak period and became the first brand in the industry with a market share of more than 1%, with an annual growth rate of double digits. The market share of Meijiajing shampoo is also close to 2%, and the sales income is more than 3 million yuan.

in the "wave of overseas marriage" that arose in the 199s, Meijiajing entered into a joint venture with Johnson in 199, and since then, the trademark has been shelved.

in the first year after the acquisition, the performance of Meijiajing plummeted to 6 million yuan. By 1994, when shanghai jahwa reluctantly bought back Meijiajing, the brand was no longer beautiful. In shanghai jahwa's waiting and hesitation, he experienced a wandering period of nearly 1 years.

But shanghai jahwa is facing more than this problem. There are hidden dangers that one brand of Meijiajing is used by four different enterprises: Shanghai White Cat Co., Ltd. produces washing powder products, Shanghai Toothpaste Factory Co., Ltd. produces toothpaste products, Shanghai Soap Co., Ltd. produces soap products, and shanghai jahwa is responsible for the production of Meijiajing cosmetics. Each enterprise can only produce specific Meijiajing products and cannot operate across categories.

Although there are many disadvantages, shanghai jahwa is determined to change what he can, maintain the existing brand and change the unfavorable situation of "one leg is long (six gods) and one leg is short (beauty and beauty)".

according to the explanation given by the insiders of the group to the CBN reporter, from the management point of view, the "revival" of Melamine seems to be the most pragmatic at present. Except for the hand cream, Melamine is the most suitable to break into the mass market in the face cream field, with a bright future.

Seeking the "blind spot" in the market

The report "Investigation on Shanghai Brands" released by Shanghai Commercial Information Center shows that Shanghainese in different generations have different preferences for many old brands in Shanghai, and they are different in stages. For example, those born in the 194 s are most unforgettable. When the interviewees born in the fifties and sixties came here, they often mentioned Shanghai brand watches; In the mouth of the "post-8 s", permanent bicycles and Meijiajing are still the most popular.

Among the Shanghai brands that are still alive, about 6% of the respondents said that they still use brands such as Zhonghua Toothpaste, Guangming, Meijiajing and Sanjian.

assuming that the acupoints are correctly identified, Wang Zhuo believes that there are still opportunities in the market.

"Meijiajing now contains two main sections: hand cream and face cream. Among them, the sales of hand cream have achieved the strategic deployment of the whole country, and the cream has developed well in some regions of China, especially in third-and fourth-tier cities, which shows that it has obvious advantages in' sinking'. " Informed sources analyzed the reporter.

"I am responsible for the mistakes in shaping the brand of Meijiajing for more than ten years." Ge Wenyao, chairman of shanghai jahwa, has said it in public more than once.

Ge Wenyao has a deep affection for Meijiajing, who once married, and his team has paid a lot for it.

From the perspective of shanghai jahwa's strategy of reviving Megatron, in addition to tilting resources and enhancing the confidence in the rational rejuvenation of Megatron in the internal and external environment, shanghai jahwa's leadership has always warned itself to learn from the idle experience of Megatron in previous years. Wang Zhuo spent many years exploring the development path of Meijiajing.

Wang Zhuo once lamented the weakness of Meijiajing brand in value proposition-because multinational companies such as Procter & Gamble are too strong in functional appeal.

So now it seems that the United States and Canada should pursue differentiated development and emphasize the return to the original. Among them, confidence is the primary factor, followed by a clear value proposition.

"Old brands are not equal to aging brands." Wang Zhuo is full of confidence in reviving the old Shanghai brand of Meijiajing.

In shanghai jahwa, the brand managers of Meijiajing have changed six in eight years.

The former brand manager is still promoting the "wrinkle-free youth" series products, hoping to emphasize the concept of "skin care" and "professionalism"; The next brand manager immediately turned to the dynamic Meijiajing "CQ" series, emphasizing vitality and high technology. This is the evil result caused by the "brand manager system" that is not suitable for brand development. In the past 12 years, the brand manager of Meijiajing mainly worked on product development coordination, running between consumers, scientific research, procurement, production and sales departments, doing business coordination and document preparation, and had no energy to devote to "strategy" at all. In fact, the work of "brand planning" such as consumer demand, competitive situation and marketing strategy is what brand managers should really do.

"Brand elements are changing, and the personalities of six brand managers are clearly reflected in product strategy." Wang Wei concluded. Every brand manager will "dig a well" when he arrives. Six brand managers have dug six wells, but none of them have dug deep. Not only the brand elements can't be grasped, but each brand manager has to change an advertising company again; Re-select models with different styles.

in the end, the brand positioning of Meijiajing became more and more vague, which caused the brand to be extremely serious. "We give up things we shouldn't give up too easily and do some innovations that are not innovations."

Although Ge Wenyao has always believed that shanghai jahwa has done great harm to the brand "Meijiajing", Meijiajing still has vitality. The sales volume of Meijiajing products still recovered from tens of millions of yuan in 1996 to 3 million yuan in 199. At that time, it was the peak of net sales in the United States and Canada. However, these historical assets have not been developed in shanghai jahwa. This is why Ge Wenyao felt guilty when he mentioned "Meijiajing". "Modern marketing is a battle of cognition, not a battle of products. If we don't start to pay attention to the intangible assets of enterprises now, it will make the United States and Canada miss the development opportunity again. "

November 17, 24, the eve of CCTV bidding. Ge Wenyao, who was a guest on "Brainstorm" of Shanghai TV Station, looked at the camera and rudely self-examined. Ge Wenyao is the chairman of shanghai jahwa United Co., Ltd., and he has "repented" the operation failure of Meijiajing in public more than once.

The next day, shanghai jahwa first appeared at the bidding site of CCTV, and bid for CCTV advertisements for two time slots with more than 47 million yuan in one fell swoop. This move is very prominent among local enterprises in Shanghai. Prior to this, Meijiajing's "CQ Revitalizing Skin Series" had started an advertising campaign on CCTV.

shanghai jahwa's internal staff commented: "It was the' Boss' (Ge Wenyao) who repaid Meijiajing."

As everyone in the industry knows, Meijiajing has become a lingering heart disease of Ge Wenyao. Ge Wenyao asked shanghai jahwa to make a series of tailor-made products for Meijiajing from the aspects of advertising, marketing and system, so as to make Meijiajing realize the transformation from "Cinderella" to "princess". Ge Wenyao, chairman of shanghai jahwa United Stock Company, has mentioned "the pain of the United States and Canada" on more than one occasion. For him, Megatron was passive when it was acquired by Johnson Company in 199, which is not the same as the subjective will of the "little nurse". By the time Megatron "returned" to shanghai jahwa in 1994, its share in the country in 199 was less than 6%. The brand of Meijiajing was once regarded as a case of cosmetic brand building failure.

"Meijiajing" has become a heart disease for Ge Wenyao. Since 24, he has asked shanghai jahwa to "return to daily chemical products". Shanghai jahwa has made a decision to sell several of its pharmaceutical factories. This practice is mainly to concentrate resources and strengthen the brand of daily chemicals. At the same time, a considerable part of the profits of hotels owned by shanghai jahwa are converted into the marketing expenses of daily chemical brands.

"I am determined to make the brand of daily chemical products." Wang Hao described it. After the "revival" plan was made, shanghai jahwa began to "pull in his own basket for a while", and finally came to the conclusion that "Qing Fei" was aimed at the older consumer groups and could not be widely promoted; "herborist" is a non-popular brand, and the road of personalized development may be more suitable for this brand; Besides, the "Friendship" brand is too old to be "activated". These brands are hard to bear the basic conditions for shanghai jahwa to build a national brand.

In the end, "Meijiajing" was carefully selected as the "brand with the most appreciation potential" in shanghai jahwa's three-year plan. If Olay is the brand with the highest market share of similar products

, then Meijiajing can rank sixth and seventh. And three years later, shanghai jahwa hopes to build Meijiajing into the top three, that is, to achieve Dabao's market position.

There is a chance for the United States and China to revive, because the consumers in have not developed to the level of rational consumption. From the analysis, it seems that the status of domestic daily cosmetics brands has not been fully stabilized, and skin care brands may still face reshuffle at any time-this is the development opportunity faced by Meijiajing: at that time, Olay had not entered anyone's field of vision, and it was more similar to a college student brand. No one would have thought that Olay can already support the sales of products with a price of more than 1 yuan; No one would have thought that Ponzi would decline. Without Unilever's strategic adjustment, Olay would not have the opportunity to launch an offensive and quickly occupy the "white-collar" market. The consumption levels of these brands are similar to those of Meijiajing.

At the same time, a market factor that cannot be ignored is that there are more than 3 cities with a population of over 1 million in China; There are more than 6 cities with a population of over 5,. However, Meijiajing only directly covers more than 1 cities in China with a population of more than 1 million. From this point of view, there is still a great market space for the expansion of Meijiajing in the new region.

In the development of local brands in China, the advantage of the hair care brand "Shu Lei" lies in the terminal sales channels; The advantage of "Oni" shampoo lies in advertising bombing; Nais is a strategy of low price and advertising. But now it seems that these once brilliant brands have fallen from the peak of the market due to the lack of "risk control". Shanghai jahwa believes that its unrelenting "risk control" mainly focuses on "capital", "cost" and "mechanism". Shanghai jahwa believes that its funds are very standardized, and all the funds can't be used for "edge ball" practices such as speculating futures; Due to the strict monitoring of international raw materials, the cost will be controlled, and we will not risk the low profit of .1 yuan and .2 yuan to hit the market; The sales policy does not advocate the dealer contract system, but strictly controls the price, which is also to avoid the situation that the dealers "get rich quickly" because of contracting the sales of Meijiajing, and it is very likely that they will "all stop". In Wang Zhuo's view, as long as these advantages are maintained and a breakthrough in brand marketing is achieved, the prospect of "revival" of Meijiajing is very optimistic.