Domestic brands and international giants battle the Chinese laundry detergent market.
Production | Bullet Finance
Author Xu Yun
Responsible editor | Egg total
The Chinese laundry market is welcoming a drastic new change.
In the field of daily necessities in China, Procter & Gamble and Unilever, the two major international daily chemical giants, rely on diversified brands to occupy absolute advantages in shampoos and shower gels. However, in the subdivision of laundry detergent, the two domestic brands, Blue Moon and Libai, took turns to be the bosses in the share. Procter & Gamble and Unilever became catch-ups due to the lack of timely initial response.
The international giants who are not willing to fall behind have increased their investment in laundry detergent, launched more brands, and tried to compete for market share with new products such as laundry gel.
The competition in the laundry detergent market is intensifying.
1. Initiate “Share Wars”
“Buy laundry detergent? Look at Blue Moon’s Machine Wash Supreme Laundry Detergent!”
More than nine in the evening, less than an hour after the supermarket is off, “Bullet Finance” has just stepped into the laundry detergent display area of Carrefour Supermarket in Shuangjing District, Beijing, and a Blue Moon promotion staff immediately welcomed them.
At that time, there were few customers in the daily chemical area of the supermarket, and only the supermarket staff who were tidying up the shelves was busy.
“In my impression, the Blue Moon promoters have always been very competitive, and there are many people. When other brand promoters have not responded, the Blue Moon promoters have welcomed customers to the shelves of their own brands. “The area is gone,” Liu Shan (pseudonym) told Bullet Finance. “Now Blue Moon is vigorously promoting machine-washing Extreme Concentrated Laundry Detergent, which is several times more expensive than ordinary laundry detergents. Promoters should be under pressure.” / p>
Liu Shan was a temporary salesman for Blue Moon in the Northeast from 2013 to 2014. According to her memories, at the time in a large supermarket like Wal-Mart, laundry detergent wasThe largest area is the Blue Moon.
Behind the Blue Moon are the super-powers of Naais Group, Tide and Bilang of Procter & Gamble, the mysteries of Unilever, and Willows, Weixin and Mom of Guangzhou Willis Daily Yixuan and other brands, domestic brands such as Libai, Green Umbrella and Kaimi can only be squeezed in the corner of the shelf.
“Blue Moon has the most promoters. For example, at Wal-Mart, Blue Moon’s promoters are basically 6-10, with three shifts a day. The second is Guangzhou Willis Daily Chemical and Naais Group, about 2 -3 promoters. But at the time, there were three brands under Willis. In addition to Superpower Laundry Detergent, there are products such as Superpower, Carved detergent, detergent and soap. Procter & Gamble, Unilever, Li Most of these companies were only equipped with a laundry detergent promoter at that time. In some supermarkets or even promoters of other products, they came to tally. “Liu Shan recalled.
When the laundry detergent was a niche product, it did not attract the attention of the two international giants, such as Procter & Gamble and Unilever, and gave Blue Moon and other local daily chemical brands an excellent breakthrough.
“At that time, Superpower and Blue Moon had a fierce competition. They also used a hawkering method to promote sales. Almost the entire supermarket daily chemical area was their voice. The salesmen were even clamoring for a few dollars in sales. It’s a fight, these are common things. “Liu Shan said.
In addition to using “people-sea tactics” and aggressive sales promotion methods to grab share from other brands, Blue Moon also tried to achieve further sales growth through strict performance assessment methods, which may be the most important in the daily chemical industry. “Wolf sex” business.
“In the past, Blue Moon tried to adjust the performance appraisal of long-term promoters in order to offset sales. After adjustment, it is equivalent to a sequential performance increase indicator. In short, the salesmen completed this month are higher than To be able to get the normal salary or higher salary before the month is high, the same will be the case next month. “Liu Shan told” Bullet Finance “.
The giant “Snoring” coupled with its own hard work, Blue Moon relies on the promotion of tens of thousands of resident promoters, and has popularized laundry detergent, a product different from traditional detergents, to consumers since 2008. , And tied myself and laundry detergent together firmly.
When the international giants come back, Blue Moon has become the largest laundry detergent brand in China’s market and has won the championship for more than a decade.
2, unwilling followers
However, as major brands enter the market, the market is quietly changing.
The dominant position of the Blue Moon family has begun to be impacted, falling into a dilemma of declining market share. Euromonitor data shows that Blue Moon’s market share has fallen from 23.4% in 2012 to 20.3% in 2016.
One of the important reasons for the decline was Blue Moon’s “major withdrawal operation”-in April 2015, due to