Huo Siyan with the same paragraph ~
Brushing your teeth every morning and evening has become a habit of contemporary people. However, toothpaste is a thoroughly imported product. At the end of the 19th century, tooth cleaning products such as tooth powder and toothpaste entered China with other foreign goods, and slowly began to become popular.
Therefore, the toothpaste market has also been dominated by foreign brands for a long time. In this situation, Yunnan Baiyao has made a difference in efficacy and ingredients through toothpaste products containing herbs, not only becoming the sales champion of the toothpaste market, but also avoiding the price war on the price band.
Recently, another oral care brand “Bingquan” has also entered this market. Bingquan’s explosive product is chewing gum toothpaste, with a colorful outer packaging and a fresh breath. The company’s goal is to become the first brand of oral care in China within 5 years.
According to the data provided by the company, as of the end of March, Bingquan chewing gum toothpaste has become a single product sales TOP1 for four consecutive months (Tmall flagship store launched less than half a year) ; Bingquan also entered the tooth of ointment category Tmall flagship store ranking TOP3 (The first and second are Tmall supermarket and Yunnan Baiyao respectively).
Bingquan ’s explosive product: gum toothpaste
Focus on young users and differentiate with fresh breath
As we mentioned above, when Yunnan Baiyao competes with foreign brands, a good difference lies in the herbal formula. The concept of “Chinese medicine” is added to the product. The functions such as Min can also open the gap with the Volkswagen brand in the price band.
The difference between Bingquan’s flagship is “fresh breath”. Cheng Yingqi, vice president of Huanya, believes that on the basis of the original oral cleaning products, consumers have more spiritual needs that have not been met.The product has also worked hard in this regard.
“Fresh breath” is one of the key points. Compared to clean, the function of chewing gum does n’t seem to be just needed, but it is indeed a pain point for consumers, especially young people. Therefore, in the product design, Bingquan also made many improvements: 1. Huanya Research Institute and France CÏSCO & CAMPARI laboratory intensively perfume, add natural fragrance extract; 2. Use mild amino acid foaming agent instead of sulfurous Salt foaming agent; 3. Add glacial water of French Alps, containing trace elements, weak alkaline can maintain oral bacteria balance.
Recently, because of the epidemic, people need to wear masks for a long time, and consumers are more aware of the importance of fresh breath.
Fine Channel Operation: What is sold is more important than how to sell it
Bingquan is a new brand that Guangzhou Huanya Group focuses on incubating. It has well-known brands such as Meifubao, Franklinka, and Ziyuan. However, brands and consumers will have intergenerational problems, and young consumers will have new The needs of the brand. Bingquan is an important attempt of Huanya for young people, especially consumers aged 18-30.
Cheng Yingqi believes that under long-term competition, what is sold is more important than how to sell it. Many brands will fight the price war, and the price war means the reduction of production costs. Bingquan does not want to be caught in a price war, but uses products to impress consumers
Cheng Yingqi also once traded National House Ting clean brand Blue Moon , promote its innovation and success. In his view, compared with decades ago, marketing ideas have changed a lot, the original method does not work, so there is no too much The value of reference. Users are constantly changing, life and consumption habits are constantly changing, and only by making changes in changes can we make good products.
On the marketing and delivery side, Bingquan’s focus is on content, and it is believed that cognition is more important, and it is necessary to “communicate with users.” “We don’t do TV commercials, and now young people don’t watch TV,” Cheng Yingqi said that Bingquan will do more content placement in new media channels such as variety shows, vibrato, fast hands, and Xiaohongshu.
Initially entering the market, Bingquan is still in a stage of rapid expansion, with a marketing share of 50%. In addition to planting grass through the channel, there are various celebrities bringing goods, Huo Siyan, Huang Ying, Zheng He Kezi, etc. have recommended Ice Spring products.
Bingquan and variety show cooperation promotion
Sales channels are fully expanded. In addition to e-commerce platforms like Tmall, Bingquan also focuses on KA channels like Walmart and Watsons. In addition, supermarket chains such as RT-Mart and Yonghui supermarkets, as well as special channels such as cosmetics chain stores, will also become incremental sources this year.
The team has carried out refined operations between channels. The products in different channels are different. For example, the user population of Tmall is inclined to “pan young users”, focusing on chewing gum toothpaste, while Watsons users are more concentrated in young People, so I will make a special fragrance with the channel, Bingquan special for Watsons New Hey ! DD toothpaste went on sale in March this year, inspired by the fragrance of some net red drinks, and developed the tastes that young people like.
Bingquan’s fragrant drinks in Watsons channel
Unlike the beginning of toothpaste, the current oral care needs are constantly subdivided and upgraded, in addition to toothpaste, electric toothbrushes, mouthwashes, dental floss, etc. Consumer demand for products is also growing rapidly. Bingquan is also constantly expanding its own product matrix. At present, there are toothpaste, mouthwash and oral spray. In the second half of this year, electric toothbrushes, more flavored toothpaste products will be launched, and some products with partial efficacy.