In 2008, China lost its source. Let a lot of people sigh, even though the TV is full of hot, please make a new advertisement for a beautiful woman, but I will still feel a little sorry if I wait. It was like 5 years ago.
Five years ago, on December 10, 2003, it was already winter in the north. It was the cold season of the old jackdaw tree.
At that time, L'Oreal China won the "small nurse" brand with which it had negotiated for four years at a price that was kept secret. The company included “Little Nurse†brand, all management teams except founder Li Zhida, all sales outlets and a production base in Yichang, Hubei Province. Afterwards, Chairman Li Zhiqi said that he would use his energy in charity.
At that time, "L'Oréal China President Mr. Gai Paul said with a smile, "Now, the L'Oréal Group is using the practice to practice the promise of the small nurse brand at the beginning of the acquisition. According to Gai Paul, 96% of the small nurses have been transferred to L'Oreal.
Gai Paul did not hide the L'Oreal Group's goal of developing a small nurse into a leading Chinese skincare brand. According to AC Nielsen's survey, the current small nurse is China's third largest skin care brand. â€
Now think about it, Paul should be familiar with Chinese history. This kind of laughter and a clear road, the darkness of Chen Cang's brand elimination and brand transition plan is estimated to be in the chest.
"Small nurses will basically continue the previous price strategy, and the price will not change much." Gai Paul revealed that the advertising budget of the small nurse brand has already accounted for the top three of L'Oréal's advertising in China. The new small nurse products have been distributed in all Carrefour supermarkets across the country. â€
But now we can't see the advertisements of the little nurses on TV. I don't know how the so-called top three placements are implemented, but instead of Liu Yifei's interpretation of the Garnier advertisement.
In fact, we should have thought of it long ago, but perhaps we should not be as embarrassed as Xianglin. The little nurses of that year were as famous as 90%. That is the accumulation of time. Time can give us, and no other can replace it.
In 1992, the company spent all its efforts to promote the "Little Nurse" brand, claiming to be one of the three major skin care brands in the country. In 2003, its sales were about 40 million euros, its market share was nearly 4.4%, and it has established 28,000 sales in China. Point, the market share of skin care products in China is more than 5%, and Chinese women's brand recognition is 90%. At the same time, "Little Nurse" also has more than 1,000 employees and 2,000 beauty consultants. According to the optimistic estimate in the market: after the acquisition of "small nurses", L'Oreal may directly promote its ranking in the Chinese skin care market from 11 to the second.
Now we can see that the sales outlets, employees, and market share have been fully accepted. However, now it is "only see Laiya Garnier, not the little nurse of the year." The brand has almost become a paint skin. Now, the leather is worn out. It has been abandoned, and the borrowers of the year have already fallen.
Let's take a look at what is the transition of the brand: this is a classic case of Lexmark printer. It worked for IBM, but it was not a person who was willing to be a foundry. In its product promotion, LEXMARK was printed on the product together with the well-known IBM at that time, and constantly adjusted the size and position between the two logos. It took a while to slowly expand LEXMARK and shrink IBM until people fully believe that LEXMARK is They saw the quality printers earlier.
And Garnier did the same thing. He first announced the establishment of the Garnier Lab to make this logo appear on the scene. At this time, people's subconsciousness has already recognized the person of "Garnier", just like Xiao Wei in "Painted Skin".
Later, he gradually entered the people's field of vision. In 2006, Volkswagen Cosmetics, L'Oréal hired Zhang Ziyi as its spokesperson, and Garnier replaced the little nurse. In 2008, Liu Yifei's advertisement was introduced, and Garnier completely replaced the little nurse.
In this process, the operation of the brand is more complicated. It is necessary to grasp the size of the two brands "sound", let the consumer gradually receive the Garnier from the bundle of the familiar little nurse (Garnier), and then gradually enlarge the Garnier and zoom out. The little nurse, the little nurse is really small, and will disappear by himself.
In this way, L'Oreal has completed its strategic layout in the mass cosmetics market. At this time, L'Oreal also gave high expectations and support to the small nurse brand. It has no close relationship with Garnier. But he also admitted that the young nurse is in the process of adjustment. Next year, there will be a new nurse listing."
Everyone knows how beautiful this fairy tale is, although the song sings: the fairy tale is deceptive. For consumers, brands that have been gradually forgotten are difficult to collect. If you can't find them, you can't find them. This is a very simple truth. In the brand strategy, it is also a textbook. Now it is foreseeable that Huiyuan's brand It should not disappear, because Coke has always used the brand strategy, but it is hard to say in the future.
Various products of Color Tealight Candle, providing product images and basic parameters with each Color Tealight Candle and 10G Red Color Tealight Candle; We are a professional Chinese manufacturer of Color Tealight Candle, and look forward to your cooperation!
Aoyin people has time to have dinner together, we are more like family members than just colleagues.
Aoyin specialized in manufacturing candles including tealight candles,
fluted candles, spiral candles, glass candles, white candles, pillar candles etc.
With an experienced and professional team.
we have exported our products to many countries and regions all over the world, especially Europe, Africa, Middle East and America.
Our products enjoy a good reputation among our customers.
We welcome customers, business associations, and friends from all parts of the world to contact us and seek cooperation for mutual benefits.
Color Tealight Candle
Color Tealight Candle,Tea Light Candles,Votive Candles,Color Candle
Aoyin xingtang candle co.,ltd , http://www.allincandle.com