Li Bai, Why Do We Achieve Today'S Results?

Many marketing actions of Li Bai appear at the right time node.

In 1997, the "two sons" Chen Peisi rushed out of the door and promised to buy "no white hand washing detergent" for his wife. But unfortunately, Li Bai detergent was sold out. "Two sons" had to brush their bowls in order to help their wives, but they had to wash their own dishes, while they were washing and talking. Li Bai! Tomorrow, I must buy the Li Bai detergent. This humorous advertisement not only won the praise from the industry, but more importantly, it impressed the consumers deeply, and the first concept of "not hurting the hands" was made, which immediately made the white horse go all over the river.

From this advertisement, Li Bai did two things more than ten years ago: the civilian localization of the brand and the strategy of product differentiation.

Of course, Li Bai group has got the first market share of detergent, the market share of detergent powder is second, and the continuous progress to the whole day is not only based on advertising.

Identify the market entry point

At the beginning of the 1990s, the era of "vigorous and vigorous" and foreign investment giants such as Procter & Gamble, Unilever, L'OREAL and so on all entered the Chinese market in that era. Similarly, today's local daily chemical brands can be ringing loudly, and basically start their business at that time.

In the face of the market, almost everyone is on the same starting line, but before coming to China, foreign predators have decades or even hundreds of years of operation experience. Obviously, the system operation and management mode of foreign enterprises have caused the gap between them today and local enterprises. However, to our delight, local enterprises, through keen market sense, quick response and understanding of local consumers, have also made enterprises such as Li Bai, Nan AI and Shanghai Jahwa which can be listed as main competitors by foreign enterprises.

After more than ten years' development, Li Bai has become an annual sales volume of over ten billion yuan, and its products span many fields such as washing, personal care, killing, cosmetics and so on. Under the banner of "thirty famous brands" and "famous trademarks", one of the most important reasons is that Li Bai has found a breakthrough point in the market.

In 1994, when Chen Kaixuan, founder of Li Bai, started his own business, the only capital he knew was the sales channel of washing powder.

At that time, there were many enterprises in washing products. Before Procter and gamble, Unilever, there were Chen Kaixuan, rare strong, long Qi, high Fu Li and so on. In such a situation of internal and external difficulties, he made three points, so that Li Bai broke through.

First, Li chose "OEM".

Because of the above three key points, Li Bai has expanded rapidly, and the share of the second and three line markets has increased rapidly. The terminal display and image display of the brand have been in place, which lays a solid foundation for the future entry into the first tier cities.

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Pay close attention to channel management

Li Bai has always adhered to such a strategy: to enter a market and to penetrate a market.

However, Li Bai is not using a scale or financial strength to measure a distributor. Instead, Li will choose those small and medium-sized distributors.

On the one hand, these dealers hope to be able to enhance their influence on the brand of big manufacturers. On the other hand, if the small and medium-sized distributors can become the first class agents of the brand, their loyalty and cooperation will be relatively high, which in turn will indirectly enhance the enthusiasm of the distributors.

In fact, a lot of daily chemical enterprises are prone to make three similar mistakes: first, it is to put the dealer's capital ability in the first place, that is, to get money is good customers; secondly, to ignore the downstream channels of dealers, do not have a deep understanding of whether their sales network matches their product positioning, so it is easy to cause the shipments to be difficult; third, without in-depth analysis, dealers can spend a few percent of their financial resources, material resources and energy on their brands, because most dealers will not only act as a brand, their proxy brands are usually used to drive other profitable brand sales, and they will not care much about the profit margins of big brands, which is why many brands are fleeing goods very seriously.

Li Bai has made great efforts in the construction of distributors.

Chen Kaixuan understood that in the early days of the enterprise, there was not much money to do the terminal image, do a good job of dealer management, and use advertising to stimulate consumption. Naturally, dealers knew how to do good terminal customers. So Li Bai has always only focused on two things in the channel: the terminal ability of dealers and 100% to stop fleeing goods.

In the terminal capacity of dealers, one of the tricks of Li Bai is to narrow the sales area and look for distributors in the county.

For example, in 1997, Li Bai could take root in 56 counties in Guangdong. In Sichuan, Li Bai had more than 100 dealers, and these dealers were equally divided into three types. One month sales volume was 1/3, two vehicles were 1/3, three cars were 1/3, so that Li Bai's sales in Sichuan were 1 billion yuan.

Because the sales area of the distributor is very small, in order to complete the sales task, we must make a thorough penetration of the market in our jurisdiction, so that the market distribution rate is naturally high. The manufacturers do not need to spend too much time thinking about how to do deep distribution, and because the scale of the distributor is not large, the business risk of the enterprise is also relatively small.

Perhaps many people will question that dealers are so dense and fleeing goods must be very serious.

On the contrary, Li Bai also has some tricks in preventing regional fleeing.

Chen Kaixuan, founder of Li Bai, learned the concept of "Chamber of Commerce" in Japanese research, and then innovated and applied it to the construction of Li Bai's distributors.

The so-called "Chamber of Commerce" refers to a platform with distributors as the main body, through usual experience exchanges, activities, friendship, and even mutual help, so as to help dealers form a mutual help group instead of snatching the terminal customers through low-priced fleeing. Meanwhile, this method also improves the loyalty of dealers.

In addition to the establishment of the "Chamber of Commerce", Li Bai also has hardware investment to prevent fleeing.

Through establishment

Good at grasping brand marketing opportunities

Li Bai is an enterprise that is very good at grasping marketing opportunities. If Chen Peisi brings the brand image of Li Bai people, then becoming the sponsor of Beijing Olympic Games, let the brand value of Li Bai rise rapidly.

All along, many people believe that Li Bai is the pronoun of low-end products, becoming the only local daily chemical brand sponsoring the Olympic Games. Li Bai's product quality has been recognized by authoritative departments and has been favored by more and more high-end consumers.

Li Bai, with the opportunity of sponsoring the Olympic Games, cooperated with the international giants BASF and N. R. R., to develop and launch the Olympic special product for cleaning up the bullets. It was listed on the eve of the Olympic opening. Apart from the logo added to the Olympic Games in Beijing, Li Bai also launched a series of Olympic theme columns, launched Olympic commemorative products, bought products and tickets, and sponsored the Chinese national tennis team in a high-profile manner, so that they tied tightly to the two words of the Olympic Games.

It can be said that many marketing actions of Li Bai appear at the right time node.

"Stubborn stains and stains", through the Athens Olympic women's doubles champion Li Ting and Sun Tiantian's endorsement, Li Bai's brand grades were suddenly pulled up.

Tennis is a fashionable sport with aristocratic background. The tennis players personally demonstrate the magic scouring effect of the products at the press conference, so that they can move forward to the white-collar consumers.

1999年，立白邀請因《還珠格格》而一炮打紅的林心如代言立白牙膏，“叮叮當、叮叮當，立白幫你忙”可謂膾炙人口，立白也迅速向口腔護理領域延伸;2001年，恰逢張衛健《康熙與小寶》熱播一時，立白便把電視情節搬到碧影洗發水的廣告上，韋小寶面對眾老婆的追問“誰最靚”時只能無奈地回答“碧影最靚”，這也讓人印象深刻;2009年，小沈陽因春晚迅速躥紅，立白馬上邀請小沈陽夫婦代言去漬霸洗衣粉，再次通過幽默的廣告情節、普通的大眾生活來獲取消費者認同，使去漬霸迅速占領高端衣物洗滌市場，而老對手納愛斯幾乎同期推出的超能皂粉卻不盡如人意;2009年年底，周迅因電影《風聲》褒獎如潮，同時又獲得金雞獎影后，爾后立即代言立白去漬霸洗衣液，此舉再次轟動洗滌行業，立白則借機強勢進入極有利潤空間的洗衣液領域。

Although Bi Ying shampoo was fading out of the market as a result of product positioning and channel problems, Li Bai tried to do more in most marketing communications, do the right thing at the right time and do things right, which is one of the principles of successful marketing.

On the way of strategic layout, Li Bai has acquired blue sky six way toothpaste and cosmetics brand in Shanghai, and has recovered the once brilliant shampoo in the near future, which proves that Li Bai is ambitious.

However, the success of the past is not equal to success in the future. Li Bai wants to play games with the daily chemical giants in various fields.

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What is the way to go in the future?

After decades of baptism and reorganization, the washing daily chemical market has gone through a stage of chaos. In other words, the market structure of this subdivision area has been relatively stable, and it is difficult for new brands to get cake in the market. Therefore, if the white wine does not take the road of daily chemical development, its development space will be very limited.

Under such circumstances, Li Bai chose the strategy of developing the daily strategy. This also means that the challenges ahead will be greater, because in addition to Procter and gamble and other foreign predators are still far away, the local enterprises such as nice, Langer and Qi Qiang are all eyeing.

Marketing by means of celebrity endorsement and advertising bombardment has not been as effective as before. Li Bai's shampoo, Piao Jie and color scrubbing washing powder all illustrate this point. At the same time, the extension of product diversification is not ideal. Li Bai toothpaste has been shown in the market for a long time. The brand name of "Li Bai" is the pronoun of laundry and tableware washing in the eyes of consumers. Consumers who use white toothpaste will always have the feeling of gargling with detergent, so the extension to personal care is obviously not going to be a great success.

In fact, Li Bai's use of acquisitions to achieve expansion is more sensible than building new brands, but the key is how to bring new profit growth points to enterprises through acquisitions.

Just as it is hard for Onie to gain market share in the field of plant care and black hair, HAZELINE and rejoice have long been popular.

In the future, there are only two things that Li Bai needs to do: differentiated product positioning and brand marketing innovation.

Overlord shampoo can rely on the rapid rise of anti stripping, Herborist cosmetics can be quickly developed by the name of Chinese herbal medicine. The blue moon has occupied the opportunity of the laundry liquid market. Yunnan Baiyao toothpaste is favored by the high-end market by the national secret recipe. The success of the six gods shows that small flower water can also achieve a brand.

And in marketing communication innovation, Li Bai must break through the inherent thinking of celebrity endorsement, and think more about the opportunities brought by new media.

Along with the arrival of the tide of e-commerce, Internet marketing has been mentioned by many enterprises on the important agenda. The giants such as P & G and L'OREAL have already set up online stores, launching various kinds of interactive marketing and precision marketing, spreading the brand culture with social media such as popular social networking sites, micro-blog, video websites, increasing consumer's attention, and indirectly enhancing the reputation of the brand.

At this point, the local daily chemical enterprises obviously slowed down a bit.

In any case, Li Bai's achievements today are worth learning and learning from all local businesses. But the business operation is a marathon, not just who runs faster in a short time, but who runs farther.

More importantly, many local enterprises will face the problem of choosing successors in the next ten years. So in addition to marketing reform, building enterprise management system is also a major event.

Survival of the fittest is a good idea for a local company in deep water.

If Chen Peisi brings the brand image of Li Bai people to Beijing, then become a sponsor of the Olympic Games.

In the future, there are only two things that Li Bai needs to do: differentiated product positioning and brand marketing innovation.