Outdated packaging, domestic brand toothpaste into the supermarket "disposal"

Recently, "Beijing Daily" reported that the black sister toothpaste in some supermarkets in Beijing appeared to stop buying and placing a small amount of shelf edge situation, want to buy a black girl toothpaste is a bit difficult. Reporters visited a number of supermarkets in Jinan on the 8th and discovered that, similar to the situation in the Beijing market, brand supermarkets have found it difficult to trace black toothpaste. In addition, in addition to Yunnan Baiyao toothpaste, the traditional Chinese-made toothpaste, such as the two-sided needle, the blue sky and six must-have toothpaste days are not easy, the limelight was completely overshadowed by black, Crest and other foreign brands.

Supermarket hard to "black sister" traces made toothpaste not to be seen

The reporter saw a toothpaste sales area in a Ginza shopping supermarket in the urban area. Blacks, Crest, Colgate, and Chinese foreign brands acquired by foreign companies all occupies a shelf on their own. The number of single products of each brand is more than 20, and the concept Variety, the basic price of more than 12 yuan. When the reporter stated that he wanted to buy a black sister toothpaste, the sales staff said that he had not sold the brand long ago. The reason was that the monthly sales were poor and the public was not too "cold".

Then the reporter visited Wal-Mart, unified Ginza and other four brand supermarkets have not found black sister toothpaste. After searching through a number of supermarkets, the reporter finally found 200 grams of black sister toothpaste in a small supermarket in the community. The single price was 3.5 yuan, but there was only one single product, Wild Chrysanthemum, and Colgate and Crest. Compared with multiple specifications and conceptual installations, the gap is obvious. "Black Sisters toothpaste can not sell three or five months a month, which is far behind these first-line brands such as Colgate." The shop owner said that due to poor sales, they do not plan to purchase goods next month.

Not only is the black sister toothpaste, the reporter noticed that in addition to individual brands such as Yunnan Baiyao toothpaste, domestic brands such as Zizipian, Naes, and Liuzhi are mostly arranged at the bottom of the supermarket shelves and other inconspicuous places. Most of the products are only four or five species, product performance description is relatively simple, single-selling prices are basically within 10 yuan, there is no promoter guide introduction, basically in the "self-destruction" state. "The goods have long since disappeared and are gradually eliminated by the market." A related person in charge of Ginza introduced that domestic brands such as Sixbirth, Nass, etc., have higher sales. By reducing the number of domestic brands, more space will be left for better-selling foreign brands.

Mainly high-end, packaging brand foreign brands toothpaste as darling

The reporters interviewed found that among the domestic brands that are still able to compete with foreign brands, only Yunnan Baiyao and Shu Ke are among them.

The reporter noted that the foreign brand toothpaste is not only more expensive, but also has marketing models and concept publicity that are superior to domestic brands. “This is a new whitening toothpaste that we have listed. It has better whitening effect than other brands.” In a brand supermarket toothpaste zone, the Chinese toothpaste promoter introduced its “30-second soothing nerve” effect. The reporter noted that this toothpaste sold for 24.5 yuan single. In addition, Colgate and Crest and other foreign brands of toothpaste are buying promotional activities, "buy new models will receive a complimentary two stylish toothbrushes or a cartoon cup." Sales staff said.

The reporter found that although the price of domestic toothpaste is much lower than that of foreign toothpaste, most of them cost only $78 per person, but many consumers are still willing to buy foreign toothpaste that costs more than $20 each. In response, Mr. Shen, the head of Colgate’s marketing department in Jinan, said that with the rising living standards, the high-end trend of the toothpaste market is very clear. Consumers’ individual needs are more, and they pay more attention to the efficacy, taste, and reputation of toothpaste. It is packaging, and price is a secondary consideration. In addition, foreign brands such as Colgate have paid great attention to the research of consumers, and their products have been replaced very quickly. Advertising marketing efforts are also relatively large. “Always make people feel the vitality of the brand”.

New "four kings" birth domestic brands need to be fully innovative

"The good days of domestic brands of toothpaste have long since gone." An industry source said that the "four kings" of the toothpaste market were Chinese, blue sky, cold acid spirit, and double-sided needles, each of which could account for more than 10% of the total. Market share, but now that China has long been acquired by Unilever, the blue sky has been purchased by Libya. The market share of Liangpian has fallen to less than 2%, and the cold-acid spirit is keeping up with the 5% market.

According to authoritative data, there are more than 100 toothpaste products sold on the market. The first camp is made up of Procter & Gamble’s Crest, Colgate Colgate, Haoli Chemical's black, and Unilever’s Chinese toothpaste. The Legion, which currently holds more than 70% of the market share, is called the "New Four Kings."

"The domestic brand toothpaste propaganda is too poor." A related person in charge of the Ginza supermarket told the reporter that after many domestic toothpastes enter the supermarket, the attitude they hold is how much they can sell, and they will not take the initiative to seek cooperation from the supermarket to launch some plans. Promotions to attract customers. "The gap with foreign brands is obvious." He explained that toothpastes like Colgate-Chai and Chinese brands are basically equipped with promoters in supermarkets, while domestic-made toothpastes are basically "after the shelves."

"Enterprises should make innovations in products and marketing as soon as possible. It is only a matter of time to rely on sympathy and licensing." The above-mentioned sources believe that as foreign brands have grown stronger in recent years, the survival space of local traditional toothpaste brands has been severely squeezed. The low end of this type of local toothpaste products has caused consumers to seriously reduce the brand awareness. Especially in the 80s and 90s, they gradually become the main consumers of consumption. The foreign brand products with packaging fashion and concept hype are more popular among them.