Domestic brand power, county - level market into a competitive place
National brand "One" in 2016 action frequently, May 15, a flower in Hunan area opened a "hundred county war", a major marketing strategy for the terminal pin, Hunan area with hundreds of county-level dealers, multi-series product sales incentives, set off a wave of pin boom.
Survey shows, in the choice of baby diapers or similar products, consumers pay more attention to the characteristics of "thin, soft, comfortable", in the "hundred counties war" the main push of the suction cow series is one of the brand products, not only achieve a full range of leakage prevention, at the same time, the surface layer, core body, conductive skin friendly surface layer design to ensure large absorption, anti-seepage, Skin-friendly and comfortable humanized design to meet the needs of consumers.
In addition, a fresh cotton soft series of wet wipes, thin cotton soft sanitary napkins, baby refreshing soft face towel also cooperate with the hundred counties war covering the whole Hunan region.
The development and incentive of "county market" stems from a deep understanding of China's baby channel.
"County-level market" has been pursued by major brands because of its huge size. However, to truly penetrate the county-level market, what is needed is high cost investment and an efficient cooperation mode.
A joint dealer, in a short period of time to aggregate channel power, so that the "hundred county war" broke out in addition to the promotion of the pin in addition to greater energy.
Through the cooperation and interaction, a flower also maintained a good relationship with dealers, and force the terminal spread rate and team execution to improve, for a long-term sustainable development to lay the foundation.
Liu Xiangfu, the founder of a Duo, said that the Hunan area of the "hundred county war" is not a simple promotional marketing activities, but an important node in seeking industrial transformation and development, enhance the core competitiveness of the industry, leading the development of the brand, if the practice of this strategy is good, the next step of a plan is to cover central China county area, and then radiation to the county area of the country.
The fierce market competition is also one of the important reasons for the "100 counties war", Liu Xiangfu said, "now consumers have too many choices, can name dozens of brands, there are more unknown, we have to keep up with the competition."
"Don't look down on the county market, for example, Hunan has more than one hundred county area, if one can completely take down this part of the market, is equal to cover the whole Hunan, whether high-end consumers, or ordinary consumers, all know one, use one." "That's really a national brand," says Zhang Jiamei, chief executive of the company.
This also fit and once again highlight a "to create the first domestic diaper" determination.
Quality first, sales and reputation
To achieve a real national brand, a deep understanding of the quality of conscience is crucial. The belief of "new domestic goods, one made" has been deeply planted in the heart of each "one man".
From the technical level and production quality, multiple tests have proved that there is little difference between domestic diapers and imported diapers. Although the recognition of domestic diapers has been improved compared to recent years, it will take a long process to completely change the concept of consumers.
As the domestic baby diaper brand leader, one not only deep in product quality, research and development of a number of series of products, but also rely on the accurate and fine development strategy, created a domestic household goods brand rapid development of the myth.
The core of "Hundred Counties War" lies in "fast" and "wide". To end this war without gunpowder by the end of May, there are extremely high requirements for production speed and quality stability.
Before soldiers and horses move, grain and grass go first. Flower for the production plan allocation, flexible control, organization and coordination ability and their own code change, are fully reflected in the "hundred counties war" preparation work, production center general manager Zeng Qingjiao said, flower phase II plant construction, will be in accordance with GMP(drug production quality management practice) standards.
At present, a has been built into a complete industrial chain, from the upstream production to the downstream sales, have established an effective model and team, innovative operation mode, excellence in production quality, emerge in endless marketing strategy has always run through a chain, leading its brand development.
With the opening of China's two-child policy, the market for maternal and infant products has expanded rapidly, and the demand for infant diapers has increased significantly. A large number of brands have entered the market. "This is an opportunity, but also a challenge," said Liu Xiangfu.
A frequent power, with action step by step to achieve the goal of "the first domestic diaper".
