[Defeat] domestic Japanese brand the Failure Analysis: do not understand why they succeed, did not understand why the failure France Coty (COTY) in early June announced that it will stop selling Ding skincare products in China, in order to focus on other brands. The local daily chemical industry proud (in the heyday of the market, Ding sunscreen market share first in the country, men's share of the second, third market share cleanser, mask fourth share) brand, bid farewell consumers, causing the industry, have accused the foreign acquisition of a national brand frozen despicable acts. Accusing the same time, you may wish to think about their own. i dark horse share this article, the author 4P (product, price, place, promotion) of the traditional marketing mix, it analyzes why the domestic Japanese brand inferior to foreign giants.
Product-Position: Location unknown, failed to appeal into the heart in the traditional 4P portfolio, positioning (position) is often used as part of the product (Product) were analyzed. But it seems the door brother, positioning (position) is an important issue beyond the traditional 4P connotation, a brand of life and death decisions, often their positioning. Therefore, from here to say open discussion. A brand's positioning, which is \u0026 ldquo; present in the minds of consumers the impression \u0026 rdquo ;. Domestic Japanese brand often make a mistake is blindly demand perfection, positioning generalization. The following functional orientation to illustrate. Shampoo is a very detailed functional breakdown product category, consumers have to be educated was very mature, it will be consumer choice of different brands of functional demands. Procter \u0026 Gamble shampoo brand in the classic shape. Head \u0026 Shoulders dandruff flagship, Rejoice main supple, Clairol main natural, Pantene repair the main, the main salon level Sassoon salon / styling \u0026 hellip; \u0026 hellip; these brands, like a giant net, tightly cover the consumer various needs of shampoo. In contrast domestic shampoo brand, there are few brands so accurate positioning consumer demand. For example, the LAF's brand positioning is: \u0026 ldquo; LAF, to create China hair beauty \u0026 rdquo ;. Consumers may at first sound like another story, but then I thought, what is the beauty of Chinese hair? Not clear consumer demand for positioning. 2008 LAF enabled Liu Ye, Zhao Wei, Yang Mi, Liu Xuan and Xie Yafang five star of common shooting a new brand "dragon ball z wigs " commercials, in which functional demands include the \u0026 ldquo; hanging along the \u0026 rdquo; \u0026 ldquo; black \u0026 rdquo; \u0026 ldquo; resilient \u0026 rdquo; \u0026 ldquo; fragrance \u0026 rdquo; and so on.
A brand focused on such a large and functional demands, nature is considered \u0026 rdquo; see my function so powerful, who have any demand should pick me \u0026 rdquo ;. ? But the result of it \u0026 mdash; \u0026 mdash; consumers what function did not remember, five stars and a star effect not bad. Worthy of note is, \u0026 ldquo; the location was not \u0026 rdquo; must be from the consumer point of view, rather than from the perspective of the company's own definition. For a classic example \u0026 mdash; \u0026 mdash; Overlord. Door brother had a soft spot for the King. Jackie aside a little worried that some people look, then \u0026 ldquo; King anti-off \u0026 rdquo; advertising does give consumers left a very deep impression. But people rarely know, \u0026 ldquo; The King \u0026 rdquo; self-positioning of the brand is not \u0026 ldquo; anti-off \u0026 rdquo ;, but \u0026 ldquo; family medicine \u0026 rdquo ;. That is why, when King introduced to the market at the same time anti-off shampoo Overlord, Overlord shampoo UFA quick essence of Chinese medicine, Chinese medicine extracts King dye care shampoo, King and other Chinese Essence Shampoo Shampoo , even launched a toothpaste King, King of herbal tea. King's wishful thinking to \u0026 ldquo; family medicine \u0026 rdquo; concept of radiation more shampoo, a variety of categories, in order to increase sales, the result is blurred product demand \u0026 mdash; \u0026 mdash; \u0026 ldquo; family medicine \u0026 rdquo; and do not leave much impression to consumers, \u0026 ldquo; King anti-off \u0026 rdquo; the first impression consumers have gradually blurred. Door brother believes King in the development process, or comply with the consumer the impression that it is positioned into \u0026 ldquo; anti-off \u0026 rdquo ;, then launch anti-off hair care, anti-off oil and other products; or the first use of marketing strategies to make consumers accept their \u0026 ldquo; family medicine \u0026 rdquo; brand positioning, product line extensions and then, they would not be in this sad situation today. Product: new product is difficult, difficult to extend the product line of domestic Japanese companies tend to select a mere inspiration marketable products, fast fortune and established reputation in the market, after they can no longer find the second paragraph of selling high-margin products. Related products too narrow will make Lenovo brand in the minds of consumers over a single, and the lack of emotional associations. Final aging brand, gradually eliminated by the market. We mentioned earlier the King brand, from King Shampoo to King of herbal tea, King toothpaste product extension to make people laugh and cry, after all, in the minds of consumers, \u0026 ldquo; anti-off \u0026 rdquo; King is a core value, then, \u0026 ldquo; anti-off \u0026 rdquo; King of King of herbal tea and toothpaste, Oh people what to think only of fear?. As another example, Di Flower Show \u0026 ldquo; dandruff upgrade, Chipless can strike \u0026 rdquo; the slogan I believe we are still of the impression.
But Di Flower Show product aging, not innovation but also an indisputable fact. For the consumer brand awareness and loyalty this is not high on the industry, the years of the same specifications and packaging, will make many consumers may feel bored, try other new products to generate impulse. In contrast, overseas Japanese giant is a powerful multi-brand extension and brand management capabilities. For example, Safeguard in 1992 to enter the Chinese market, with Safeguard soap this product successfully convey the \u0026 ldquo; sterilization \u0026 rdquo; core values of the brand, in just a few years the market share of 41.95 percent ,, abruptly put \u0026 ldquo ; Lux \u0026 rdquo; pulled down from the throne soap hegemony. Since then, the gradual extension of the product line of shower gel Safeguard Safeguard hand sanitizer and other related products to the same great success. Therefore, the domestic Japanese brand must know how to seize the brand positioning, brand value as the core product line extension, new research and development carried out under the protection of brand equity prerequisite. Price: blindly low-cost, brand unsustainable and many consumers have this impression: domestic = low end. This is so because all domestic brands are targeted at low-end market. Perhaps subconsciously we believe that brands are just the poverty line, struggling up the Chinese people will surely like cheap FMCG, who does not like the cheap? So, whether it is day care or beauty makeup, a listing on began to engage in price promotions . ? But the results of how do we include here a once-powerful brand \u0026 mdash; \u0026 mdash; Diaopai. In 1999, the detergent market dominated by Procter \u0026 Gamble, Unilever and domestic odd strong, firmly occupy the majority share of the urban market. Diaopai avoid the edge, but pay little attention from foreign huge rural market capacity to start, for once filmed a people moved to tears of advertising, which the ad has left the door brother remember \u0026 mdash; \u0026 mdash; \u0026 ldquo ; Diaopai detergent, with only a little bit, you can wash all sorts "butler cosplay " of clothing \u0026 rdquo;, \u0026 ldquo; Mom, I can help you work up \u0026 rdquo;, \u0026 ldquo; only buy, not expensive \u0026 rdquo ;. This ad is accurately tells Diaopai value proposition \u0026 ldquo; \u0026 rdquo ;, cheap affection with its advertising appeal, success to the bottom of the washing powder consumers tempted. Shortly thereafter Diaopai became the first market. But then the Tide into China, with its more close to the sea of ads cast cover, its \u0026 ldquo; scouring \u0026 rdquo; \u0026 ldquo; cheap \u0026 rdquo; image gradually recognized by consumers. In response to competition Tide, Diaopai detergent selected for further price cuts, BOSS (formerly Zhejiang Lishui second chemical factory owners) continue hands-launched a second advertisement (see below), this readme ads let people talking, let alone a clear product positioning. Since Diaopai detergent a very low market prices, resulting in profits, net profit of less than a dime detergent. For example, in 2000 Diaopai detergent on television advertising investment amounted to approximately 150 million yuan, the overall profit of 340 million yuan.
If you press the profit level of 500 yuan per ton, 300,000 tons of washing powder only create a profit of 150 million yuan, deduct advertising costs, distribution costs, costs and other expenses into the supermarket, Diaopai earn how much? In contrast, P \u0026 G uses a more sensible sniper tactics. On the one hand, to maintain the Tide brand of cheap low-end market, while strengthening in addition to \u0026 ldquo; cheap \u0026 rdquo; brand appeal beyond, and enhance the emotional connection with consumers, build brand value of more content, in order to continue to squeeze Diaopai market share; on the other hand, is targeted at urban markets began to introduce high-priced laundry detergent, its \u0026 ldquo; not irritate the skin \u0026 rdquo; the demands of the market value of eating crabs. This \u0026 ldquo; to war by war \u0026 rdquo; strategy will eventually Diaopai detergent market share of four percent from the first one fell swoop down to single digits. From the above we can see, just need to find demand, consumers actually do not mind to spend several times the price to get to meet different (liquid detergent that is the case). If in spite of target consumer groups and the core values of the brand, blindly price war, the final product will be the market price, the lower the pressure, Forced channels, production and operation, then there is no then the. Place: easy to attack and hard to defend, the lack of channels once channel control force is the Japanese brand's strengths and unique competitiveness, especially ten years ago, or international giants also despise the low end of the rural market. Remember the hearts K to enter the rural market, spectacular, hearts K sales outlets covering almost every county. Dense spider web of sales outlets for Hearts K really bring sales soared.
But good times did not last long, hearts K and he is \u0026 ldquo; ischemia \u0026 rdquo; a. Still with Di Flower Show Case. Lay out its advertising campaigns and channels, Di Flower Show once hot. But for the sales channels, in order to compete for the consumer, at the price war, resulting in more low-profit channels. Wholesalers refused to stable purchase, began to wait for greater promotion policy; or get a bargain after carried out the stockpile, the retail price when the market recovery Paohuo profit. Such a state, it would seriously hurt the price system, so that dealers direct control terminal of loss of confidence. So bad money drives out good money, obviously deteriorated channels. End Markets become \u0026 ldquo; not promote not sell \u0026 rdquo ;, price confusion, hurt the consumer experience. In the market blank period, who shouted was diligent, whose brand will be able to fill in the blanks, \u0026 ldquo; fried \u0026 rdquo; a large number of consumers get rapid growth. And to market maturity, in the deepwater market economy, strong core competitiveness of the brand who, who can survive; innovation and strong brands who, who can have new opportunities for development. Therefore, the domestic Japanese brand never a lack of ability of the channel to quickly lay really lacking is the ability to really control channel \u0026 mdash; \u0026 mdash; rely on the consumer to make the channel's brand strength. Promotion: dissemination of ineffective advertising incomprehensible how brand personality, product characteristics accurately convey to consumers, and has been the cause of its interest in buying domestic brands failed to pass homework. Here, the door brother wanted to Tucao a dumbfounding advertising \u0026 mdash; \u0026 mdash; Tai Chi acute bronchitis syrup.
Here it should be a lot of people have seen the ad, which would only leopard chase beauty, beauty also shouted: Why chase me, leopard replied that \u0026 ldquo; I want to acute bronchitis syrup \u0026 rdquo ;. Door brother first glance this ad, puzzling, that where full of meaning. Suddenly one day blessing to the soul, epiphany: could there be to tell us, Tai Chi acute bronchitis syrup is a veterinary medicine is more a well-known example is called \u0026 ldquo; Heng Yuan Xiang \u0026 rdquo ;, door brother is listened to the \u0026 ldquo; Heng Yuan Xiang, Yang Yang Yang \u0026 rdquo; \u0026 ldquo; hengyuanxiang? , dog Dog \u0026 rdquo ;, while the grown nausea (12 animals each read this ad three times, was named \u0026 ldquo users; Spring Festival First Ray \u0026 rdquo;). Supermarket until one day, they realized that their home is selling socks. Similar examples abound. This fully illustrated, Japanese brand these assume that advertising is throwing money at the manufacturing exposure, the launch of the advertising is hardly any audience targeting, advertising appeals cosplay costumes for sale at all. In contrast, many foreign brands advertising campaign as a positive child eight to play. \u0026 Ldquo; Lynx \u0026 rdquo; is Unilever's a men's fragrance brand household, defined as \u0026 ldquo; so a man's smell, texture and look more attractive \u0026 rdquo ;. The brands were invited to crown Xige endorsement, advertising expert crown Xige incarnation of love, teach you how to attract women.
At the same time, the brand has also organized a series so that men nosebleed injection endless trial activities, such as nightclub girl raid offices, invite male employees try Lynx products, the temptation to level, people want is not hard to have difficulty. This series of ads and activities, from start to finish instill consumer impression that \u0026 ldquo; with my bath, a woman approached \u0026 rdquo ;. Door brother most worship service that the brand invited crown Xige a crown Xige Pornographic doomed romantic matchless, a crown Xige doomed the brand \u0026 ldquo;! Attract women \u0026 rdquo; brand enjoys popular support. Real Niubi advertising, absolutely demand from consumers and brand positioning, analyze advertising appeals, to determine the propagation mode, select spokesmen and make dissemination of the contents, select communication channels \u0026 hellip; \u0026 hellip; a step scientific planning and orderly implementation of the results . Summary: Review of scientific system creates brand more successful, I use a word to describe the domestic Japanese brand cost me, that is \u0026 ldquo; I do not know why they succeed, do not know why they failed \u0026 rdquo ;. In the international giants to build the system with a mature brand deconstruction, penetrate the Chinese market, the national day of walking is still a small workshop stall mode, use it for granted, the decision-making racking our brains doing the last fight.
Therefore, the domestic Japanese brand needs is to enhance their scientific capacity operation of the brand, including the correct positioning of the brand value, identify consumer groups, enhance brand communication ability, nurture channel from the control of the market control force and so on. Eventually it will involve all aspects of brand management for scientific carding, forming a system domain process. Only the master brand management of the Road, based on domestic Japanese brand can play a \u0026 ldquo; tun \u0026 rdquo; the advantages of localization, confidently prove \u0026 ldquo; Chinese people know better China \u0026 rdquo ;.