"Shash must be the stage for the strong."

In my country's shampoo market, the overlord has been in P&G, which only entered my country in 1988. P&G brought its Hi-Flying Silk brand to my country that year, and established joint ventures in my country, and successively introduced brands such as Piaorou and Panting. In the next 10 years, nearly half of the money Chinese spent on purchasing shampoos went to P&G's pockets.

The domestic brands launched a general attack between 2000 and 2005. At that time, there were about 40 shampoo brands that appeared on major TV stations every day. It is conceivable that except for the few brands under Procter & Gamble and Unilever, the rest were almost all local brands.

I remember when I saw Gu Zai’s God of Condor Heroes, I saw Taoist Yin’s hearts so strong that when Xiaolongnu couldn’t move, a shampoo advertisement appeared, which was a brand in a certain country.

Even twenty years later, according to authoritative statistics from Bain Consulting, the top five brands in China's sales are Hibis, Piaorou, Panting, Qingyang and Sassoon, and four of them are P&G brands.

Procter & Gamble's sales share in my country's shampoo market is more than half, and its position as the leader is almost unshakable.

This is a contemporary modern day where everyone calls for domestic products to be self-reliant and patriotism to buy domestic products. Foreign shampoos are far ahead in sales, which looks so harsh and real.

However, there are still many domestic shampoo brands and are emerging one after another. Most of their market share is in the vast rural market and the increasingly prosperous hair salons.

Yang Fei's intervention advanced the domestic shampoo war ten years ago.

To be honest, Procter & Gamble did not take Yang Fei and Meisi seriously.

Although Procter & Gamble lost one game in the previous laundry detergent battle, they did not think that it was Yang Fei's strong, but that they came too late.

Procter & Gamble focused on the battle for the shampoo market and did not pay enough attention to China's laundry detergent market, which led to the rise of Yang Fei, a small local brand.

But in the field of shampoo, Procter & Gamble thinks it is the boss and believes that the emerging brand of Messi is not their opponent.

Even so, Procter & Gamble did not take it lightly.

After all, Meisi is blessed by CCTV's king.

After Yang Fei won the first prize, he spent a huge amount of money this year to win the title again. All fools know that he wanted to attack the shampoo market.

Fortunately, Yang Fei was born in a good era.

After foreign brands entered my country,

When foreign brands first entered my country, they also needed to layout and develop. Their energy was only focused on first- and second-tier cities. They did not have the ability to cover third- and fourth-tier cities and township markets, and the consumption capacity of this consumer group was relatively low.

Yang Fei’s strategy is to start from markets that P&G cannot cover, and then enclose first- and second-tier markets. To successfully acquire these markets, low prices are indispensable conditions.

In the third- and fourth-tier markets, brand awareness is not the main factor affecting consumers' purchases, and cost-effectiveness is the key.

Yang Fei insists on one belief, that is, to make good products.

When my country's shampoo industry is becoming increasingly bleak, only by insisting on making good products can we win reputation. On the other hand, we rely on traditional distributors to distribute goods. This is due to Yang Fei's great victory in the laundry detergent market and has won many county-level agent channels.

With this ready-made channel, Yang Fei can quickly sell Meisi shampoo to all parts of the country.

Coupled with the overwhelming advertising, the image of Meishi shampoo being cheap and affordable was quickly accepted by the people.

Putting aside the brand premium, Meisi Shampoo has put a lot of effort into the packaging design, and the product quality is obvious to all.

Yang Fei’s idea is very simple, that is, to capture the younger generation.

This group of young people is the main force of consumption and will also be successful people who will be active on all fronts of society in the future.

As long as this generation of young people develop a certain degree of awareness of the Meisi brand, when using Meisi shampoo becomes a habit, it can cultivate generation after generation of loyal customers.

Now, Yang Fei is sitting in a quiet teahouse somewhere in the Forbidden City and holds a strategic meeting with the senior management of the group.

Yang Fei said in a deep voice: "Our goal is to be the first domestic brand! In order to achieve this goal, we must start the terminal promotion model."

Wei Xinyuan asked: "Terminal promotion? How to operate it?"

Yang Fei said: "Our strategy is to build core competitiveness from the terminal. The specific approach is to equip sales outlets with shopping guide teams to promote Sibao's products to customers. For example, in large supermarkets and promotional activities, our company must send shopping guide teams. Members of the shopping guide team must be people with a certain degree of knowledge and have a certain eloquence. They must first understand the ingredients of our products, be able to tell the benefits of our products, and why they are so good, so that they can convince consumers."

"The cost of hypermarkets is also very high." Zhu Zhongnan pondered, "Have you ever thought about this problem? Add to our promotion team, and our sales cost will be even higher."

Yang Fei said: "Hypermarkets are a must-fight for brands. No matter how low the profits are, we must take them down. This is the path that must be taken to shape brand awareness."

Xie Guiyan said slowly: "The most urgent thing is to deal with P&G's price war first?"

Zhu Zhongnan said: "Mr. Xie is right. When our advertisement is about to be listed on the bidding king, Procter & Gamble suddenly launched a price war. They must be prepared. How can we deal with it?"

Yang Fei pondered: "First of all, we must be firm in our new products, not to reduce prices. Our products are different from Hippodrome. They can buy a good bottle of perfume with a bottle of shampoo. However, our shampoo is only sold at normal prices."

Zhu Zhongnan nodded and said, "It makes sense. If we reduce it, the profit will be even thinner. It will be detrimental to dealers and our manufacturers."

Yang Fei said: "If Procter & Gamble wants to reduce the price, let him down. If they really have the courage, they will drop it to the same level as our shampoo price."

"Haha," everyone laughed, "How is this possible?"

Yang Fei said: "Price is also determined by the market. If only Procter & Gamble is the only one in the market, he will decide the price? As long as domestic brands catch up, one day they will pull them off the altar of price."

Wei Xinyuan said: "I deeply feel this. The price of laundry detergent is because of our whiteness. The washing detergent of foreign-funded enterprises has been reduced. In the end, consumers will benefit."

Yang Fei said: "We have two things to do in response to this price war: one is to keep the price unchanged, and the other is to use public opinion to build momentum and put pressure on Procter & Gamble."

"Put pressure on Procter & Gamble?" Zhu Zhongnan said in surprise, "How to give it?"
Chapter completed!