Domestic products are almost wiped out. How did the new giants of domestic products fight back against Western daily chemical companies?

If you mention to your friends which industry in China has been abused the most by foreign giants, of course, the domestic product industry bears the brunt.

In this conspiracy, the newly emerging domestic daily chemical companies were first acquired and then forced to increase their prices. Not only did the Chinese people almost couldn’t wash their clothes, but they were also almost lost, and the domestic products were almost wiped out. At the same time, how did a large number of new domestic giants, such as Nais, Libai and Blue Moon, turn defeat into victory and kill Western daily chemical companies?

The daily chemical industry mainly refers to the industries involved in the production of detergents, cosmetics and household care products used in daily life. Let us first talk about the development history of the daily chemical industry at home and abroad.

The development of China's daily chemical industry is mainly divided into four stages: The first stage: the 1970s and the early 1980s. At this stage, many large foreign daily chemical companies have not entered China, and Shanghai Jahwa's brands such as "Herborist", "Liushen", "Megajing", "Goff" and "Qichu" can be regarded as leading brands. Even in today's many daily chemical brands, there are still many consumers who favor Shanghai brands such as "Meicajing", "Bee Flower", "Baby Noodle" and "Queen", and some brands can still be seen in the market at present.

The second stage: the 1980s and early 1990s. After the reform and opening up, my country's daily chemical industry was fully opened to foreign investment, and many foreign daily chemical companies entered the country. At this time, international giants entered the stage of local development, which posed a strong challenge to national brands.

In the early 1990s, foreign-funded daily chemical products and domestic daily chemical products began to differentiate themselves, but during this period, national brands also achieved greater success in subdivisions. Don't be "Vigor 28 Group" and "Liby Group". The predecessor of Vitality 28 was established in 1982. As one of the brands in Shashi, Hubei after the reform and opening up, it carries the memories of too many people in Hubei. It launched ultra-concentrated non-foaming washing powder that year, creating a new era in the washing industry. At that time, it was rated as "the most popular consumer goods in the country" for 8 consecutive years. It was also the first company to advertise laundry detergent on CCTV, and the first company to put up billboards in Hong Kong mainland daily chemicals.

For example, as a major shareholder of the jointly established "Hubei Vigor Meijie Shi" detergent, the German side did not implement the agreement, but put the " Vitality 28" trademark on the shelf, and promoted its own pro-children - "Qiaoshou" brand series on a large scale. When the product thought that Vitality 28 could shine again, the German side deliberately raised the market price of Vitality 28, causing its sales to drop sharply. It was logical to use its resource channels and brand influence in the Chinese market. to launch its own products. . In the end, due to the failure of strategic decision, "Vigor 28" basically faded out of the Chinese market. Seven years later, with the success of the Chinese company's repurchase of the Vitality 28 trademark, it has been unable to recover.

By 1996, the pattern of Chinese and foreign daily chemical companies in China's daily chemical market gradually changed dramatically. With the large-scale capital investment in Germany, it was a precedent. Since then, well-known foreign Japanese companies have also continued to enter the country, such as Johnson & Johnson in the United States, L'Oreal in France, and the United States. Olay and so on, since then my country's daily chemical commodity marketing war really began. These target groups are basically high-income women, so the product prices are very high. At the same time, Amway, Avon, etc. have brought the direct sales model into the country and achieved many achievements in daily chemical products. At this time, the domestic market is dominated by small nurses in Guangdong, and Dingjiayi has the fastest growth momentum. Therefore, at this stage, foreign daily chemicals mainly focus on high-end, and domestic focus on middle and low-end.

The third stage: 1990s-early 21st century. In 1996, China's daily chemical companies began to confront foreign countries. Among them, Diao brand washing powder, Shulei shampoo, and Lianzhen tea tree oil soap took the lead in breaking through the foreign defense line. Domestic daily chemical companies began to continuously impact the encirclement of foreign daily chemical companies. Established in 1994, Liby Group, by 1997, has leapt forward to become the "boss" of Guangdong washing powder industry in just three years.

However, at this stage, domestic daily chemicals are in the stage of subdivided growth. For example, anti-static and anti-virus are added to washing powder, and skin care products are added with functions such as whitening and sun protection, acne removal and moisturizing. At the same time, domestic daily chemicals are seeking new opportunities in the professional and functional market. At that time, the more successful brands were "Dingjiayi, Dabao, Lengsuanling". At this stage, Chinese and foreign Japanese companies mainly competed in sales channels, and the market overlap was not large, so the competition for daily chemical brands had not yet formed.

The fourth stage: the beginning of the 21st century - 2015. The power of Chinese and foreign daily chemical companies entered each other's market, and the daily chemical brand competition began. Entering the 21st century, foreign daily chemical companies not only focus on the high-end market, but also open up to attack the low-end domestic market. At this stage, Avon acquired the daily chemical brand "UP2U", French L'Oreal acquired the domestic daily chemical "Yuxi" and "Little Nurse" Shanghai toothpaste factory was acquired by Unilever, Hubei Sibao Group was acquired by German Beiersdorf Company.

Japan's Shiseido even purchased "Aupress" and launched the mid-to-low-end brand "ZA". At this time, China's daily chemical industry was caught in a situation of large market share and little profit, and then turned its attention to high-end daily chemical products, hoping to gain more profit space. At that time, Liby re-formulated its development strategy and expanded its business in the related fields of the daily chemical industry. In 2005, the merger and reorganization of Lantian Liubizhi entered the oral cavity, and in July 2006, Shanghai Gaozi Cosmetics Co., Ltd. was acquired and established to enter the cosmetics industry. So far, Liby has formed a "big daily chemical strategy" territory, covering nine major categories, hundreds of species.

During this period, Shanghai Jahwa also re-launched the high-end brand "Herborist" series, and Shenzhen Listar Company focused on operating the "Lange" brand. Due to China's efforts to manage the high-end market, foreign countries have also officially started to regard China's daily chemicals as competitors, and domestic companies are no longer willing to live in the low-to-medium market. At present, the sales volume of Naisi's carved laundry detergent exceeds one million tons. Liby's share in the domestic laundry detergent market is as high as 24.3%, and the sales of Blue Moon laundry detergent exceeds 20%. Domestic products are gradually winning in the revival. battle.