'Has' love 'cosmetic' ambition is very obvious

June 21, in the annual CCTV gold resources advertised bidding meeting, cosmetic enterprises from zhejiang lishui, love, and beauty. At the meeting, to love, to the total price. The high price of one hundred million yuan over mengniu, the second half of next year on CCTV, drama channel theater advertising blocks, this also is full of the most expensive advertising the bid price. Even before, in the love and multinational companies a total of the bid amount is more than this amount, but love, is undoubtedly worthy of 'has' in domestic enterprises. Such a huge sum of money to hit to the advertising, love, not by hot heads. In recent years has been committed to the personal care field transformation, for love, make the timing of the large chemical industry overlord image may has arrived. Big date, love, also cost. Billion won the entire CCTV's drama channel theater naming rights. At the time, love, market development director Dong Liying is revealed, a consideration to do so is to make the brand 'rt mart' in one hundred. 'Next year we will focus on launch rt mart' in one hundred. Launched early this year, love, 'rt one hundred' brand promotion, and the continuation of the previous brand in chongqing in the advertisement marketing characteristics of the two, then roll out the advertisement major cities in the country, and even higher than p&g products terminal prices 'head and shoulders'. Before this, love, in the heart of people is the 'eagle' brand laundry soap, detergent for washing industry giants. Years, love to buy the original belongs to Mr. Ni of the British Hong Kong companies, every has the rt mart 'one hundred', 'west' and so on the ownership of the brand. Month this year, shareholders' meeting, love, love, the chief executive of ZhuangQiChuan officially announced that the year will be focusing on personal care products market, will focus on the main energy shampoo, shower gel market. In fact, before the launch of shampoo, love the love, have introduced natrium, toothpaste and soap and toothpaste has a group about % share. So much determined to build 'cosmetic' enterprise, also is not only love one. Another equally developed by washing product guangzhou white, is also one of the strategic transformation of active practitioners. Years, and made white bought tianjin blue sky group co. , LTD. , from washing powder into toothpaste; Years, and made white and bought a cosmetics brand 'high' in Shanghai. Is worth pointing out, and made white in years with ten thousand yuan price also emerged the 'ni' series of registered trademark ownership of the trademark. White, a spokesman for xu xiaodong told reporters that stood white washing products already occupy a dominant position in the industry, to become bigger and stronger cosmetic, must expand to other areas, to find new sources of growth. The market is very big and personal care industry. Asia, personal care and household cleaning products consulting co. , LTD. , general manager of GuJun pointed out that in recent years, the rising cost of raw materials, the force of washing supplies enterprise transformation, into the personal care high value-added areas. Previously, procter & gamble has also said it would by washing business to hairdressing business transformation. However, set white 'ni' brand has yet to launch. To this, xu xiaodong told reporters, white about 'ni' research and development, production preparation conditions are mature, it is key to see the trademark lawsuit result. 'Rt one hundred' the launch of the marks, icey full-fledged in personal care. Reporter noted that in the recent love, advertisements, have passed from a single product promotion to love the collective appearance of all its brand, and the slogan from past 'choose a rightness of, don't choose the', becomes 'just to improve the quality of your life'. Love si 'cosmetic' ambition is very obvious. Is not flat road, now 'rt one hundred' is becoming a love in transformation, the most important piece. Dong Liying said billions on advertising next year, shampoo is still the main direction. In addition, some new products are under development. It is understood that ZhuangQiChuan had hoped 'rt one hundred' shampoo market share in the one over ten of the world. Years, he thought, and domestic shampoo market sales of about one hundred million yuan, % share means that the revenue of one hundred million yuan. Love SiNian full-year operating goal is one hundred million yuan, therefore, 'one hundred rt' can occupy the market as scheduled a great impact on the company's full-year. Therefore, in love, early invest a lot of energy. “( Shampoo) Preliminary plan to no profit, even ready to lose money. 'ZhuangQi legend. 'Now, shop goods can also, but wasn't a purchase. Rt GuJun tells a reporter, '' one hundred' the latest advertising compared with the previous, also lack a swagger, make people not buying impulse. Therefore, the large sums of advertising in after a few months, not warm. In his view, this may be related to love, in the channel, problems still exist in management of the sales team. Marketing expert jian-jun feng pointed out, in fact, after sales channels of the love, the more in three, four markets, rt mart is geared to the needs of the high-end market in one hundred. When Mr. Ni Hong Kong did a lot of effort to expand the retail channel, but, love, at the time of acquisition negate the several more than mid-level cadres have a leave. 'I personally to enter the field of personal care, love, these enterprises cautious wait-and-see attitude. 'GuJun thinks, do bad to shampoo, washing powder of enterprise in the industry are not uncommon. Previously, white and love have brought the own brand of shampoo, have failed, so finally chose to buy other brand. At present, in the field of shampoo, procter &gamble market share while in decline year by year, but the market for the first position is still difficult to shake. One explanation is that unilever launched realisation, television ads for months, only in the terminal and procter & gamble's sales ratio, head and shoulders.