In September last year, “Bingquan” completed a series A financing of nearly 10 million U.S. dollars from BAI.

The popularity of theaters during the Spring Festival this year exceeded expectations, so the brands that benefited from the theater marketing.

The emerging toothpaste brand “blispringBingquan” confirmed the Spring Festival cinema marketing in December last year Model:Sign Zhang Yuqi to become the brand spokesperson;SelectFocus Media,Wanda Media and Baobaotang have cooperated, covering more than 500 tier 1-5 cities and a total of More than 3,200 theaters;The warm-up began 2 weeks before the Spring Festival. After the Spring Festival stalls broke out, the team decided that the next Lantern Festival and March 8th Women’s Day would also welcome At a small peak, it will increase the investment and continue until March 10.

In order to undertake sales, the “Bingquan” online “live broadcast will not close” during the Spring Festival, offline includes Walmart, China Resources, Yonghui, RT-Mart, Watsons, 711, Corresponding designs have been made for channels such as KK Hall. At present, the sales of “Bingquan” has increased by more than 60% compared to the same period last year. The team believes that the influence established on the consumer side will continue to drive performance growth in the future.

Bingquan Cinema advertisement

“Bingquan” was established in 2019. Half a year after it went online, it became the TOP1 single product sales of Tmall toothpaste. Its chewing gum toothpaste and milk tea toothpaste became hot products. In September last year, “Bingquan” received nearly 10 million U.S. dollars in Series A financing from BAI.

According to the information provided by the team, in 2020, “Bingquan” has annual sales of nearly 200 million yuan. In the toothpaste category, Tmall flagship store ranks 8th, Watsons 3rd, and Douyin and Kuaishou toothpaste live broadcast ranks 1.

The founder, Yingqi Cheng, introduced that in the first year of its establishment, “Bingquan” chose a new media marketing strategy, focusing on building brands around Douyin, Kuaishou, and Xiaohongshu. New media has three characteristics: it is convenient to communicate with young people; it can quickly realize sales conversion and ensure the integration of product and efficiency; it is easy to create hot spots, but its retention and sustainability are weak.

After more than a year of brand building by the new media, “Bingquan” has gained a certain degree of popularity, but the team believes that the brand needs to create more voice. Starting with cinema marketing during the Spring Festival, “Bingquan” will continue to develop simultaneously online and offline.

Blispring Bingquan ranked fourth on the TikTok daily necessities brand list in 2020

At present, the overall scale of China’s oral cavity is nearly 100 billion yuan, and it is maintaining rapid growth. Cheng Yingqi has 26 years of experience in the daily chemical industry, having traded in Blue Moon, Soft, Ziyuan,Lafang and other well-known brands, he believes that the growth of the oral care market comes from several aspects:

The first is consumption upgrade, young consumers have higher requirements for efficacy, appearance, and emotion; the second is the cultivation of oral care habits, and the population penetration rate is increasing;The third is the rise of new categories. Mouthwash, oral spray, etc. have created an incremental market; the fourth is reflected in the flow and channel ends, the online and offline flow patterns have changed, new channels such as the KK Pavilion have emerged, and the traditional supermarkets are facing transformation. Both need younger new brands and new content.

However, competition in the oral market is also fierce, with high head concentration. The top five brands have a market share of 65%. How can emerging brands open up the market?

Cheng Yingqi said that traditional toothpaste companies are following a low-cost strategy, from the product to the supply chain are low-cost thinking. However, there have been many innovations in oral technology around the world, such as friction agents, fragrances, and functional formulas. The business model of traditional enterprises determines that it is difficult for them to pursue high innovation. At this level, new brands have more opportunities to make breakthroughs in the supply chain and product technology.

“Bingquan” decided to do itnon-traditional toothpaste, to Micro innovation is a product that young people like more. In the design of the team, “Bingquan” provides users withthree layers of value: one is the effect of toothpaste, whitening, anti-allergic, etc.; the other is mouth fragrance, Rich flavors such as chewing gum, chocolate flavor, ice cream, etc.; the third is to play a social economy and superimpose emotions to sublimate the social scene.

Bingquan toothpaste

In terms of product development, “Bingquan” has formed a 200-person “tooth brushing team” inside and outside the company, and all new products will go through their blind tests. Oral products can be divided into toothpaste,Electric toothbrushes, oral care, orthodontic toolsFour categories,“Bingquan “Choose from the high-potential energy categorytoothpaste cut in, and now it has been extended tomouthwash, Oral spray, white tooth paste, etc.Oral care direction, will be online in the second half of the yearelectric toothbrush.

“Bingquan” is headquartered in Guangzhou, and the team currently has more than 100 people.