In the face of intense competition to get new category.docVIP

 PAGE \* MERGEFORMAT 3 In the face of intense competition to get new category In this article, I will briefly FMCG FMCG sector in the form of actual cases to express “in the face of intense competition in the category of new products How to have a new birth?” The most intense competitive detergent category, for example, we often see when shopping water and soil is P amp; G’s Ariel and Tide, Unilever’s secret, NICE’s Diaopai and super energy, chemical southerly odd strong, there are several major brands such as Li Bai, China detergent market is that most of the market share occupied by several corporate brand. Demand point in the product features, these companies are strongly emphasized the brand decontamination, cleanliness, odor, such as washing powder white with the basic functions of the conventional, functional demands such products Henkel from Germany in 1907 Since the invention of the first detergent in the detergent category has been used in the extension of many years. as a new order in the present detergent product category to stand out, they must accurately grasp the consumer feel, the real innovations in product technology, point in the demand for marketing differences, in order to qualify in the detergent category. A few days ago when water and soil washing, there came across a great breakthrough, intense competition in the laundry detergent category, functional homogenization of the market context, display shelves, called disinfection detergent products wash really made rare distinctive, clearly remember the ads really wash detergent disinfectant language, was written: “disinfect clean, step to get!”, so that the advertisement showed the popular and intuitive functional properties of the product, in fact, our clothing exposed long-term, will inevitably be a variety of bacteria and viruses, plus a variety of infectious diseases in recent years, the background of frequent ... ... so I feel this product to meet the current needs of the consumer