The Concept Of Dispute Shampoo Already In The Continuing Rise Of Chinese Herbal Medicine

Vitamin B5, ZPT, ketoconazole ... ... has been the concept of shampoo market demand by foreign brands, "Western" about the recipe, Chinese consumers in a lot of advertising bombardment that has gradually taken over by foreign subtle terms, and eventually became a fixed foreign brands consumer.

The recent years, with Herborist, King and other elements of domestic brands dig Oriental essence of Chinese herbal medicine market in Japan began the concept of comprehensive rehabilitation. In this context, herbal shampoo market demands are also beginning to heat up, and local brands are becoming a symbol of a new round of rise.

Tortuous dispute over the concept of

P & G entered China, the large-scale running TV ads to strengthen consumer education, whether it is shampoo and conditioner combo, or Vitamin B5, ZPT and other foreign terms and terminology, have become P & G "professional" image synonymous.

However, P & G in the last century in mid-shampoo unified China market when it comes to Chinese herbal medicine concept led Olive brand, turned out to start quickly occupied the river north and south. And Rejoice, Head & Shoulders and Pantene promote supple, dandruff, nutrition, physical properties of different Olive "Plants shampoo, lots of benefits" and "black hair, Chinese goods" for dissemination of the slogan "Plant a group, Chongqing Olive, "the theme for the spread.

From the perspective of brand marketing, Olive determining the success of its brand strategy, that is, high-end shampoo brand in the formation of a difference, occupied the minds of consumers cognitive resources in consumer cognitive form an effective positioning. Among them, the Olive launched "Gleditsia shampoo extract" and "Shou Wu Shampoo", are to a very oriental and ethnic heritage of herbal products as the main selling point, and this cultural identity to meet the people's traditional cognitive, and resonate with them.

Because of the success of the concept of positioning, 1997 Olive to the national average 13.8% market share, second only to Rejoice, Head & Shoulders third brand, the Hercules, the World Day of Poetry Finnish giants such as washing Fashui behind the brand, Olive and therefore was once considered a day of the Chinese community in the future with P & G shampoo brand to compete in the nation.

However, system management, a number of reasons, Olive 90 in the end of the last century began to decline, the concept of herbal shampoo market has gradually lost its glory, the whole competition in the market also began to more transfer channels. However, this does not mean the decline of the concept of Chinese herbal medicine, in other areas, such as the skin care market HERBORIST, shower gel market, six of God, oral care market, both sides of the needle, pseudo-ginseng, are showing the concept of a unique Chinese herbal medicine value and potential.

Is noteworthy that in recent years after a periodic silence, the concept began to be local herbal shampoo depth of mining companies, in particular the success of Overlord brand operation, making the concept of Chinese herbal medicine quickly become fashionable, in the market booming.

AC Nielsen market research data show that: has been known in China tops the shampoo market, and has a 50% market share, Procter & Gamble, the market share of 50.6% in 2005 but never falling quietly to 2006 49.5%, went to the end of November 2007 of 48.8%, losing almost 2% share. At the same time, BONS Group from 7.7% in 2005 to 6.5%, then to 6.1%.

Contrast, in 2005 almost no one has mentioned King shampoo paltry 0.7 percent market share, while next year, the rapid rise to 3.1%, again by the end of November 2007 rose 5.1%, Overlord to achieve a "triple jump."

Timeless culture of Chinese herbal medicine

The analysis of the growth of road Overlord, Overlord Group Executive President million Yuhua that the success of Overlord, a good shampoo to grasp the core as a local competitiveness?? Chinese family, and the core back to the most an edge point of herbs in this appeal will result in a demand point of playing a segment.