I want a picture of the old man with Tianqi Toothpaste, but what is his name?

Tianqi toothpaste: the winner born in the "Chinese market drama" (Yang Shuo Global Brand Network 2006-5-16)

Western "moth-proofing" and Chinese "fire-clearing" "Who is whose "Terminator"?"

The concept of Chinese herbal medicine has once again become the mainstream of the market

When "Tianqi" became a daily chemical brand named after the name of a traditional Chinese medicinal plant, Tianqi toothpaste was already half successful. However, the Chinese herbal medicine culture that has been passed down for thousands of years is the winning "gene" for the local heat-clearing and fire-removing concept toothpaste to revive.

“In the dental care market where foreign brands’ anti-cavity concepts are popular, the significance of Tianqi toothpaste’s success is not only that the brand has taken the third position, but more importantly, it has allowed domestic toothpaste companies to see the local concept. It still has great potential for development." After more than two years of operation, the Tianqi brand has stood out among the strong players. Hua Shan, the brand consultant of Tianqi toothpaste and the chairman of Shanghai Huachuan Advertising Company, is more confident about the future.

"Four Acts of Drama" condenses the history of competition in China's toothpaste market. The rise of Tianqi Toothpaste is inevitable

"The real introduction of toothpaste brands into market competition started from the two major countries twenty years ago. The brand entered mainland China." To summarize the ups and downs of the toothpaste market in the past 20 years, Hua Shan summarized it in a four-act drama with romantic artistic elements. The re-emergence of the Tianqi brand is also full of "drama".

"The first act: the 'foreign beauty' appears." Hua Shan said that more than ten or twenty years ago, when companies such as Procter & Gamble and Colgate entered China, Chinese consumers had never seen such Beautiful packaging, such beautiful advertising, and such thoughtful promotional PR. It's like opening the door of your home, and suddenly there is a smiling American beauty standing at the door and saying "May I come in?", and quickly open the door and invite you in. The original stuff I used is simply unreadable. China's established companies first lost their market, then their brands, and in the end many even lost their companies.

"Second act: 'Qiao Yahuan' appears." The great success of "Foreign Beauty" stimulated the marketing innovation of domestic brands, especially teaching many emerging Chinese local companies how to carve brands and establish brands. A group of Chinese "pretty maids" such as Bai Bai and Lengsuanling competed tit-for-tat with foreign "foreign beauties". They made full use of the advantages of vast distribution channels, overwhelming advertising and relatively low prices to gradually establish themselves in the low-end market and find products for the Chinese people. Be confident.

"The third act: 'Vampire' shows its power." Hua Shan believes that a successful brand represents a certain level of consumption power, and China's "Qiao Yahuan" represents the low-end toothpaste consumer group, so it can succeed . The "foreign beauties" who are good at learning gain rich experience from them, and in the process of learning, they release the terrible "vampires".

Both Colgate and Crest have launched low-priced herbal toothpaste series with obvious goals. The promotion of herbal products is to compete for the market, and the low-price strategy dwarfs the herbal concept that domestic toothpastes rely on for their survival. These "vampires" have seized market share, weakened the competitiveness of domestic brands, and also sucked away the profit margins for the survival and development of enterprises. We can see that after the success of Tianqi, Colgate launched a "new and upgraded Colgate Herbal Toothpaste" claiming to add honeysuckle, watermelon frost and Tianqi, with a retail price as low as 2.9, to snatch the "fruits of victory" of Tianqi.

Procter & Gamble, which is famous for its brand segmentation strategy of "one consumer group, one consumer benefit, corresponding to one brand", has not only reduced Rejoice shampoo to 9 yuan in China, but has even reduced the price of Rejoice shampoo to 9 yuan. The brand has launched shower gel and soap, which are exactly the same as local Chinese brands, but at lower prices.

The core of the problem is that international brands have released "vampires" to copy the bottom of the market, but they still have a large number of varieties to make profits in the high-end market. However, Chinese local brands do not have high-end varieties, so they face huge pressure to survive.

This kind of "vampire" phenomenon exists in almost all industries in China. Domestic mobile phones used to be very popular, but now, the lowest-priced mobile phones belong to international brands like Nokia, and they only cost more than 300 yuan. Domestic cars are very popular now. Perhaps in three years, the cheapest car in the Chinese market will be made by General Motors. And they still have over a million dollars in profits from high-end cars, but some Chinese auto companies have lost their only living space.

"The consequences of dwarfing the concept of China are very serious, that is, Chinese herbal medicine will probably always represent low-end goods." Hua Shan said.

"Act 4: Miss.China - the birth of Miss China." Hua Shan analyzed that Chinese brands should create "Miss China" that has both Chinese cultural connotation and global value. She is not just a "pretty girl" who is hardworking and willing to work. Many Chinese brands cannot succeed in the high-end market because they have not been able to establish their brand value to sell high-priced goods from the beginning. For example, Diaopai soap powder is an important effort to get out of the low-price, low-profit basin, but the market verification is not successful enough. The reason is very simple: Diaopai has always been following the slogan of "only buy the right ones, not the expensive ones". The image of a female working family is a low-end brand. The advertisement claims that "the brand has been replaced", but it is difficult to "change the price".

After Tianqi achieved success in the low-end market, we realized that our market is in second- and third-tier cities and rural markets, and our consumer group is still older.

Tianqi first launched a photo-shooting version of the advertisement called "Tianqi", turning the brand into a fashion symbol and promoting the brand upgrade to become younger, more fashionable and more urbanized. Then strategically launched the "Tianqi "Materia Medica"" series of toothpaste, targeting the high-end urban market. "Tianqi "Compendium of Materia Medica"" is a sub-brand of Tianqi, positioned as "the classic tooth care formula of "Compendium of Materia Medica" and the wisdom of Chinese people in tooth care." In 2005, the "Tianqi "Materia Medica"" series of toothpastes achieved initial market success. In 2006, Tianqi will launch a second sub-brand - "Tianqi Baby" to open up a new space in the Chinese children's toothpaste market.

The existence of the concepts of "anti-moth" and "clearing fire" is reasonable

In the United States, there is one dentist for every 1,600 people, and there is one dentist for every 800 people in Sweden. On average, European and American citizens have to have a dental check-up every six months. "You are so good that you only go to the dentist" has become a mantra that Europeans and Americans joke with each other. In contrast, in China, there is currently an average of 50,000 Chinese people with one dentist. Therefore, the use of traditional Chinese medicine toothpaste has become an important oral care culture for the Chinese people.

"In fact, Chinese herbal medicine has always been an ingredient in toothpaste that Chinese people recognize and rely on. This national complex cannot be easily discarded, because after all, they have a history of thousands of years." Hua Shan also regretfully said that due to the imported toothpaste Brands have promoted foreign anti-moth concepts through extensive advertising, which has led many domestic companies to gradually follow the trend, and at the same time, they have also taken the initiative to abandon Chinese herbal ingredients with great development value.

This is also a typical phenomenon in marketing - "More than half of the marketing activities in the market serve leading brands." Because people will unconsciously worship and imitate the leader, thinking that they are competing with him! We can sum up the competitive history of China's toothpaste market in the past ten years in one sentence - "the value of 'preventing cavities' has defeated the value of 'clearing heat, removing fire and relieving toothache'". In this process, Chinese traditional Chinese medicine toothpaste brands are not resisters, but active collaborators. Because when others call for moth prevention, they also call for moth prevention. When others add fluoride, they add "double fluoride". When others add salt, they also do "salt cleaning" and "salt whitening" without using marketing resources for promotion. own value. The more you do it, the more you prove to everyone that others are the authority. Failed brands all commit suicide, while brands that insist on their own values ??are alive and well. Lengsuanling is a successful example. China's daily chemical industry also once had a more successful value benchmark - Chongqing Aoni, but she was surrounded by the subsequent collisions of "Centennial Runfa", "Sias" and "Coptis Antibacterial Light". value. Therefore, accompanying the success of international toothpaste brands in China is the "collective suicide" of Chinese traditional Chinese medicine toothpaste brands. It is also the "blank space in the discourse on the value of traditional Chinese medicine toothpaste" in the past decade or so, leaving room for Tianqi to succeed quickly.

Hua Shan told reporters that before Xiaosheng Group acquired Tianqi toothpaste, Tianqi’s annual sales nationwide were only 60 million, but Xiaosheng Group did not regard Tianqi as just an ordinary toothpaste brand. Instead, it is regarded as "the cultural heritage of China's daily chemical industry." It is with this kind of understanding and confidence that in the first year of the successful acquisition, Tianqi relied on the powerful media operation platform Harbin Advertising Communication Group Co., Ltd. to invest more than 200 million yuan in advertising expenses on more than 60 TV channels across the country. In two years, the sales of Tianqi brand have been expanded to nearly 1 billion. Tianqi has firmly occupied the third position in toothpaste and has greatly shocked "foreign beauties".

"Tengqi is not only successful in China, but also has the potential to succeed in the global market." Hua Shan told reporters that Chinese herbal medicine culture is not only China's local culture, but also should become a global culture. The Beijing 2008 Olympic Games will be a historic beginning, which will begin to globalize our culture and our knowledge. "Many Chinese brands like Tianqi will influence global values ????as the new generation of China." Hua Shan is quite confident in this.