rebirth of change

Chapter 130 IX Shampoo Industry

At the end of the 70s, the first bottle of shampoo - Bee Flower Shampoo 'Lu' was born in China.At that time, various shampoos such as Seagull and Maxam, which were popular in the Chinese market, basically only had the function of simply cleaning hair; and due to the factors of the economic environment at that time, the degree of marketization was not high, and there was no market competition.This situation continued until 1986 before it began to change.

In 1986, Unilever began to enter the Chinese shampoo industry, which opened the cultivation and development stage of the shampoo industry in China. After Procter & Gamble entered China in 1988, it took less than 4 months to launch the first anti-dandruff shampoo in China - Head & Shoulders, and then launched a product that subverted the Chinese people's separate use of shampoo and hair care. Rejoice [-]-in-[-] Shampoo, followed by Pantene Nutritious Shampoo, which is positioned as maintenance; thus began the journey of Procter & Gamble to become the leader in China's shampoo industry.

At this stage, the products of multinational companies such as Unilever, Procter & Gamble, and Kao accounted for more than half of the market share with high-quality and high-priced products, and domestic brands continued to shrink in the low-end market.

Although Aoni used the concept of plants to directly open up the later Chinese herbal medicine shampoo market, Sibao's Shulei, Shulei's terminal marketing strategy showed the advantages of system competition and changed the Chinese shampoo market. Marketing, but it can't change the fact that more than 70.00% of the market share is occupied by foreign big brands.Many domestic brands can only hover in the second and third lines.

Now that Chen Kangjie has been reborn, let's try to compete, it is best to grab back the market that belongs to the national brand.

"That would require a lot of money, but you don't have to worry about it. I'll attract investment for you, or don't do it, and if you want to do it, make it bigger, but this time you can only be a minority shareholder, ha ha," Chen Kangjie replied with great ambition He said that he planned to attract Ouyang Zhenhua to invest.Now that he was caught, it was a bit unreasonable not to solve it for her. What's more, if Chen Kangjie didn't promise something, it would be impossible for him to write a book quietly.

There is one thing that Chen Kangjie didn't tell anyone, that is, he planned to let his sister and brother go to Mingzhu City and Pengcheng to make a fortune. The subscription certificate turmoil in 92 created a large number of millionaires. I don't think the water is shallow enough to hold my own dragon, but I can still let my sisters and brothers get a sum of their own development funds.However, this plan was changed later because of a trip to the south, and they had to rely entirely on the World Cup betting to raise funds for them.

"Isn't it that I can't decide? If I invest too much, how many shares can my 10,000+ share? Isn't that the same as nothing? People can invest, but they still care about my little money." Chen Yufen felt that Chen Kangjie's words were wrong. Reliable, feeling a little hit.

"Second sister, don't worry, my investment will definitely not let you suffer. Isn't there me behind you? You can't take up the big shares, but it won't make you too shabby. Moreover, the joint venture company can also be run by you. General manager, but having said that, in this case you have to strengthen your studies, this is to be a brand, and the general direction must be decided by the major shareholders." Chen Kangjie comforted Chen Yufen, which was also a call to him first. Vaccination, if the second sister is okay, then give it to him, if not, then at most you can only be a shareholder who counts money.

Before the second sister is fully familiar with enterprise management, Chen Kangjie will not let her go completely.This is not because Chen Kangjie is reluctant to part with the little money, but because of his face, and he also doesn't want the second sister's troubles to affect his confidence.

"You can really do it?" Chen Kangjie just finished speaking, and Chen Yufen was pleasantly surprised. In this case, not only is it a big business, but she can actually be the general manager. She has all the face and face. How can she be unhappy? As for Studying, that's not a bad thing, she planned to go on to college if she had the chance.

"No problem, it's not like you don't know my skills," Chen Kangjie replied indifferently, looking very determined.The whole family knew that Master Kong Food Co., Ltd. was the investment he brought in, and the adults in the family later heard that Chen Kangjie was responsible for the large donation in the province. For this reason, Ma Fangqin praised Chen Kangjie several times, saying that Chen Kangjie This is a good thing.

"Okay, that's a deal. When will you bring in investors, or is it Hongyuan International?" Chen Yufen seemed to be afraid of Chen Kangjie's repentance, and hurriedly made a decision. field.

"Second sister, there is no rush for this matter. You have no preparations now. When someone comes, what are you talking about with him? You must have careful preparations, and if you want to be the general manager, you must have something to let him know." Believe in your ability, you should prepare well, and don’t blame me when the time comes.” Chen Kangjie stood up and patted his second sister on the shoulder and said to her, although this second sister is energetic, but she is too busy doing things. Urgent, it seems that I have to exercise for a while.

Chen Kangjie went back to his room to write something, leaving Chen Yufen alone in the living room, both excited and unable to figure it out. It seems that it really took some time to prepare as the old man said. This is a big business and there is no rush.

Although Chen Kangjie returned to the room by himself and picked up his pen, he was still thinking about what he had just talked to Chen Yufen in his mind.Since he wanted to invest, Chen Kangjie himself had to put some thought into it, and he couldn't hand it over to the second sister, and it would be troublesome if he couldn't do it.

Chen Kangjie took out a piece of paper and wrote down the type of shampoo on it:

1. Basic type: This type of product is more suitable for home use, and plays a basic role in hair care;

2. Efficacy type: it can actually eliminate the problems of hair quality, such as anti-dandruff, anti-shedding, anti-itching, repairing, etc.;

3. Natural type: Contains one or several natural extracts or ingredients, such as Shouwu, ginger, black sesame, saponins, etc.;

4. Hairdressing: high-quality hair care products, double the nutrition and moisture to the hair, and show the beautiful luster of the hair, such as baking oil series products, etc.;

5. Comprehensive type: that is, the comprehensive products of the above-mentioned types, such as natural Shouwu anti-dandruff shampoo, etc.

Now Unilever and Baojie have done a good job in basic "sex" and functional models. As domestic brand pioneers, Fenghua and Maxam mainly focus on these two types. In order to defeat Unilever and Baojie, Chen Kangjie It is planned to shift from a strategic point of view to a flank attack, that is, to directly bypass the basic 'nature' and functional type, and invest in the research and development of natural type, no hairstyle and comprehensive type.The reason why the domestic brands gave up more than half of the country before the rebirth was mainly due to two factors. The first is that the financial strength is not as strong as the two major multinational companies, so they are at a disadvantage in research and development and marketing. The second is that Compared with multinational companies, the management ability is relatively lacking, so that the internal management, market segmentation, system, personnel and other aspects weaken the combat effectiveness.

Strategy is the foundation of an enterprise, marketing is the core, system is the guarantee, and corporate culture is the blood.Only after establishing this systematic development model, can Chinese local shampoo brands truly compete with multinational bosses? Therefore, Chen Kangjie devised a framework and plans to recruit a group of R&D personnel and management personnel to assist Chen Yufen.

Anyway, Chen Kangjie has two biggest advantages compared to those domestic brand shampoo companies before his rebirth. The first is strong capital. In this regard, Chen Kangjie is more confident than P&G and Unilever. The direction of market development can seize the commanding heights in advance.With the fundamental guarantee of these two points, defeating foreign brands can almost be said to be more than half successful in advance.

After writing the strategic goals and structure, Chen Kangjie went to the kitchen to wash a big pear and gnawed on it.When he came back, Qian Degui told him that there was a big bag of Luo Zirong brought him in the trunk, and Tang Dali, Chen Kangjie smiled wryly, it was rare for Luo Zirong to bring such a heavy gift from such a long distance, Chen Kangjie was also a little surprised how Luo Zirong would know He likes to eat this stuff, but he didn't know that this idea was actually caused by Luo Ya's joke.

After eating a big pear, Chen Kangjie continued to write his script. He was also rushing for time. I remember that the Jurassic Park novel was published this year, so Chen Kangjie’s first script was Jurassic Park, and he had basically finished writing it. , He revised and checked it tonight, and then sent it to Li Wendong for publication, creating a fact that "if there is any similarity, it is a coincidence".