小品牌如何挑战宝洁们--透视日用行业的营销升级(How small brands challenge Procter Gamble -- an insight into the marketing upgrade of daily use industry).docVIP
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小品牌如何挑战宝洁们--透视日用行业的营销升级(HowsmallbrandschallengeProcter
小品牌如何挑战宝洁们--透视日用行业的营销升级(How small brands challenge Procter Gamble -- an insight into the marketing upgrade of daily use industry)
Moderator: Po newspaper Financial reporter
Guest: Lu Taihong international marketing Zhongshan University Professor, doctoral tutor, China Marketing Research Center (CMC) director
Fu Yongguo Guangzhou Lonkey industrial deputy general manager of Limited by Share Ltd
Shampoo, washing powder, cleaning agent, cosmetics...... We are inseparable from the daily cosmetic brand figure. In the past 35 years, with the rapid rise of Shulei, Diaopai, Liby and a number of local brands, China chemical industry is moving toward the hazy smoke from Procter Gamble Unilever and other multinational brands, the dominance of the Warring States era disputes.
Relying on strong air bombardment, flexible channel changes and fierce low-cost promotions, local brands have staged a wonderful Empire Strikes Back war. Such counterattack, in the past, the home appliance industry and nearly two years of mobile phone industry are staged. In the case of capital and technology are not dominant, Chinas local brands have interpreted one after another, small fight big, weak war strong business case. Among them, the technique is worth studying.
However, with the price war started the counterattack rejoice, the strength of the Procter Gamble began in the cosmetic industry opened a new situation. Thousands of daily brands are catching up with the fittest and moving toward concentration. By Star, and air homogenization of communication means, is the local cosmetics brand marketing communication into the bottle diameter. The continuous price battle has made the development potential of local brands. Compared to the giant multinational and Procter Gamble, Unilever, Chinese local daily brand is still young, in the new situation after Chinas entry into WTO, how to make marketing promotion, brand promotion, in war, to challenge the world leading brand, is a common issue for many Chi
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