Marketing Weaknesses Of China Daily Chemical Enterprises

The competitiveness of domestic daily chemical enterprises is not high. If domestic chemical enterprises want to fight against international brands, they must recognize their shortcomings and take corresponding countermeasures to adjust them.

Daily chemical products are the necessities of people, with large market demand and competitive incentives.

At present, China's daily chemical products form the competition of four giants, P & G, Unilever, Libai and nice.

But through comparative study, we can find that there is a big gap in the marketing between daily chemical enterprises and foreign capital enterprises in China, which leads to a lack of awareness of Chinese brands and the competitiveness of domestic daily chemical enterprises is not high.

If the domestic chemical enterprises want to compete with the international brand chambers, they must recognize their deficiencies and take corresponding countermeasures to adjust them.

Limited advertising input affects consumer psychology.

Consumer psychology is an important factor that affects consumers' purchasing behavior.

All kinds of media advertising is undoubtedly a weapon to seize the hearts of consumers.

For daily necessities such as daily necessities, advertisements attract consumers' attention.

In terms of advertising investment, foreign high-end daily chemicals can be described as "Money Master" compared with domestic high-end daily chemicals.

In 2009, P & G and Unilever invested $7519 and $75 million 980 thousand in advertising respectively; in 2010, they were $85 million 760 thousand and $81 million 80 thousand respectively.

In 2010, P & G ranked first in China's largest advertising investment, Unilever ranked third.

China's daily chemical enterprises invested much in advertising. In 2006, it won the title of the second half of the TV drama special theater of CCTV in 88 million 900 thousand yuan. In 2007 and 2008, it also took the title of the subject, and advertising expenses accounted for almost half of the company's revenue.

But in recent years, the performance of the company has increased and its advertising investment has kept increasing at the same time.

From the media that has not yet been put into advertising, Procter & Gamble has already stepped into the main network video websites in China to open up new channels of publicity.

Today, most of the advertisements in Youku, Tudou, cool 6 networks and other video buffers are occupied by daily chemical products such as SKII and NIVEA. It is easy to see that international cosmetic brands are painstaking to occupy new advertising media.

In addition to advertising production, Procter & Gamble and Unilever are also experts in the field. The spokesmen choose stars who are excellent and highly popular.

On the other hand, the commercials of homemade daily brands, in addition to inviting Andy Lau and super powdered soap to invite Sun Li as spokesperson, used to invite ordinary models to shoot advertisements, which made it difficult to impress people.

In addition, the homemade daily brand is also in line with international brands and needs to learn a lot.

Lack of differentiation of products

Market positioning is a marketing strategy that directly affects the sales and economic benefits of enterprises.

Any enterprise and its products should strive to establish a unique image and status in the minds of consumers.

However, the domestic brands do not divide the products into market segments, or the market positioning is clear, but they deviate from the theme when they are concretely implemented.

According to the analysis of daily chemical industry, it is imperative to implement specialized marketing strategy, that is, to produce specialized products according to the needs of consumers to meet their needs.

This strategy requires enterprises to aim at potential consumer groups and provide products and services according to their needs, that is, developing products based on consumers.

Only in this way can we find and gain more market opportunities.

In the implementation of market positioning strategy, another problem of domestic brands is not to keep pace with the times.

Taking detergent series as an example, consumers used to think that detergent would cause damage to the opponent's skin, and the major brands were competing for "gentle formula, caring hands" as the direction of product positioning.

However, with the widespread use of gloves for washing, more housewives are concerned about the problem of detergent residues instead of hurting the skin. Some housewives even give up the use of detergent to avoid the two pollution.

Unfortunately, the homemade daily giant has not adjusted the product in time.

For example, in the TV advertisement, he emphasized only "clean the visible stains" and neglected the "easy rinse without residue", which greatly weakened the market appeal of his products.

In the implementation of the market positioning strategy, some problems exist in the implementation of the domestic daily chemical enterprises.

For example, the advertisements of Li Bai's detergent and detergent have invited different styles of Xiao Shenyang and Xun Zhou as endorsements, which will obscure the market positioning of the product and weaken the identification of the product.

In the process of entering the high-end market, the products of the carved products of the company have neglected the pformation of product packaging and other details.

The lag of relevant adjustment after the pformation of the product positioning will make it difficult to achieve the desired effect.

After being acquired and the pain of snow, the domestic brand of daily chemical has gained new life.

What we need to do in the future is to reverse the weak position of marketing as soon as possible, and effectively improve the comprehensive strength including product quality, packaging and advertising, so as to revitalize the national brand of our country.