The richest man Yang Fei

When foreign brands first entered our country, they also needed layout and development, and their energy was only focused on first- and second-tier cities.It has not been able to cover third- and fourth-tier cities and township markets, and the spending power of this part of the consumer group is relatively low.

Yang Fei's strategy is to first enter the market that Procter & Gamble cannot cover, and then outflank the first- and second-tier markets.And to win these markets successfully, low price is an indispensable condition.

In the third- and fourth-tier markets, brand awareness is not the most important factor affecting consumers' purchases, but cost performance is the key.

Yang Fei insists on one belief, that is to make good products.

When my country's shampoo industry is becoming increasingly bleak, only by insisting on making good products can we win word of mouth. On the other hand, we rely on traditional distributors to distribute goods.And this is due to Yang Fei's victory in the laundry detergent market, winning many county-level agent channels.

With this ready-made channel, Yang Fei can quickly sell the beauty silk shampoo to all parts of the country.

Coupled with the overwhelming advertisements, the image of Meisi Shampoo is cheap and high-quality, and it was quickly accepted by the common people.

Leaving aside the premium price of the brand, Meisi Shampoo has put a lot of thought into the packaging design, and the product quality is obvious to all.

Yang Fei's idea is very simple, that is to catch the younger generation.

This group of young people is the main force of consumption, and they will also be successful people who will be active on all fronts of society in the future.

As long as this generation of young people develops a certain awareness of the Maxi brand, and when using Maxi shampoo becomes a habit, it will be able to cultivate loyal customers generation after generation.

Now, Yang Fei is sitting in a quiet tea house somewhere in the Forbidden City, holding a strategic meeting with the group's top management.

Yang Fei said in a deep voice: "Our goal is to be the number one domestic brand first! In order to achieve this goal, we will start the terminal promotion model."

Wei Xinyuan asked: "Terminal promotion? How to operate it?"

Yang Feidao: "Our strategy is to build core competitiveness from the terminal. The specific method is to equip sales points with shopping guide teams to recommend Sibao's products to customers. Like large supermarkets and promotional activities, our company must Send a shopping guide team. The members of the shopping guide team must be people with certain knowledge and eloquence. They must first understand the ingredients of our products and be able to tell the benefits of our products and why they are so good before they can persuade consumers By."

"The cost of hypermarkets is also very high." Zhu Zhongnan mused, "Have you thought about this problem? In addition to our sales promotion team, our sales cost will be even higher."

Yang Feidao: "Hypermarkets are the place where brands must compete. No matter how low the profit is, we must take it down. This is the only way to build brand awareness."

Xie Guiyan said slowly: "The most urgent thing is to deal with this wave of price wars from P&G first?"

Zhu Zhongnan said: "Mr. Xie is right. Procter & Gamble suddenly launched a price war when our advertisement was about to be launched on Biaowang. They must have come prepared. How should we deal with it?"

Yang Fei pondered: "First of all, we have to be firm. Our new products cannot be reduced in price. Our products are different from Head & Shoulders in positioning. They can buy a bottle of good perfume with a bottle of shampoo. And our shampoo , but it’s just the normal price.”

Zhu Zhongnan nodded and said, "It makes sense. If we lower the price further, the profit will be even thinner, which is not good for the distributors or our manufacturer."

Yang Fei said: "P&G wants to lower the price, so let him lower it. If they are really courageous, they will lower the price to the same level as our shampoo."

"Haha," everyone laughed, "how is this possible?"

Yang Fei said: "The price is also determined by the market. If Procter & Gamble is the only one in the market, isn't he the one who sets the price? As long as domestic brands catch up, one day they will be pulled down from the altar of price."

Wei Xinyuan said: "I am deeply touched by this point. The price of washing powder is because of our whiteness. Those foreign-funded enterprises have reduced the price of washing powder. In the end, it is the consumers who benefit."

Yang Feidao: "For this price war, we have two things to do. One is to keep the price unchanged, and the other is to use public opinion to create momentum and put pressure on P&G."

"Press P&G?" Zhu Zhongnan asked in surprise, "How?"

In Yang Fei's eyes, a gleam of wisdom flashed, like a cold knife out of its sheath!

Chapter 645 Launching the Battle of Dioxane

Yang Fei glanced left and right, looked at everyone's face, and said, "If you want to defeat a product, what do you think is the most useful trick?"

"That depends on the company's products." Zhu Zhongnan said, "For a company as huge as Procter & Gamble, it's not easy to shake their position."

Wei Xinyuan said: "Unless there are major flaws in their production line."

Yang Fei smiled slightly, thinking that Wei Xinyuan knew better about market strategies, and said, "That's right, unless there are problems with their products, otherwise, a Fortune [-] company like Procter & Gamble cannot be defeated just by defeating it."

Zhu Zhongnan said: "With Procter & Gamble's popularity, it's impossible for them to ignore the quality, right? We have studied their shampoos, and they are all good in terms of raw materials, formulas, and craftsmanship."

Yang Feidao: "What we want to fight is an asymmetrical war. Our local daily chemical companies may be able to win every battle, but in the end it is difficult to win the whole war. Whether the war can be won, we will not decide Whatever it is, what we have to do now is to take every battle seriously!"

When Zhu Zhongnan and others heard this, they all felt a tragic atmosphere.

Yes, although local daily chemical companies are fighting at home, they cannot compare with powerful foreign companies in terms of capital, strength, technology and popularity.

Yang Fei entered the industry early, and he wisely chose the washing powder industry, which is not valued by foreign companies. Taking advantage of the vacuum period in the layout of foreign companies, he successfully made the clean white washing powder brand the industry's leader, and successfully earned the first place. pot of gold.

With such a family background, he then entered the shampoo industry, which at least solved the big problem of capital needs.

And the hard-to-break ship he invested in also reaped a good harvest, which gave him enough funds to expand.

Along the way, Yang Fei took one step at a time, taking one steady step first, and then taking the next step, absolutely not blindly expanding.

How many enterprises have fallen on the road of no return of blind expansion.

Su Tong is a person who understands Yang Fei. He smiled and said, "Did you find the shortcomings in their products?"

Yang Fei nodded: "Do you still remember when we developed the formula? I have repeatedly told you that there is absolutely no way to contain dioxane in the product!"

Everyone nodded.

Most of the people here are majors in chemistry or related majors, and they are no strangers to dioxane.

Dioxane is an organic compound, also known as dioxane.Colorless liquid with a slight fragrance.It is slightly toxic, irritating to the skin, eyes and respiratory system, and may cause damage to the liver, kidney and nervous system, and may cause death in acute poisoning.

And this chemical component with a very ugly name is indispensable in many chemical products, mainly used as solvents, emulsifiers, detergents, etc.

Dioxane is used as a solvent, reaction medium, and extractant in the manufacture of special fine chemicals such as medicine, cosmetics, and spices, as well as in scientific research.

In addition, dioxane has a wide range of uses.

Dioxane is used as a solvent for cellulose acetate, resin, vegetable oil, mineral oil, soluble dyes, etc. It is also used to make spray paint, varnish, plasticizer, lubricant, etc.

It can also be used as a solvent for chromatographic analysis reagents, cellulose acetate and its derivatives, and as a solvent for cellulose acetate, vegetable oil, mineral oil, and soluble dyes.

Dioxane has the general characteristics of ethers. It is also commonly used as extractant in medicine and organic synthesis, as well as paint stripper, dye solvent and dispersant, and replaces tetrahydrofuran in polyurethane synthetic leather.

Dioxane contained in cosmetics is a by-product of the main surfactant in body wash and shampoo.

In shower gels and shampoos, the by-products brought in during the alkylation of the main surfactants during the manufacturing process are contained in most rinse-off cosmetics.

However, in my country's cosmetics regulations, there are no regulations on dioxane brought in by by-products, whether it is raw materials or products.

Not only in my country, but even in the EU, ASEAN or island countries, the current cosmetics management has no regulations on dioxane, a by-product of cosmetic raw materials, and there is no regulation on the introduction of dioxane into cosmetic raw materials.

Therefore, all surfactants produced by ethylene oxide addition process on the market contain different amounts of dioxane, and cosmetics using such raw materials also contain different amounts of dioxane.

Generally speaking, rinse-off cosmetics made of raw materials with polyoxyethylene ether structure contain dioxane.

The existing technology can also easily realize cosmetics without dioxane, but many manufacturers have not paid attention to this point, because there is no regulation in the law!