When ginkgo meets no silicone oil, elegant clean starts the journey of high-end washing and care
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|Author: CBO Xiao Youqi source: cosmetics Finance Online CBO exclusive www.cbo.cn 2015-05-07 visit: 1803
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In China, the world's largest production and sales volume of washing and care, the demand for high-end washing and care is expanding rapidly. Among them, "no silicone oil" is a popular "fried chicken", while the well-known brand of aryjie Ginkgo biloba washing and care, known by the Senior Qualification of the daily chemical industry, announced that it would carry out a comprehensive upgrade and renewal, launch a series of silicone oil free washing and care, and officially enter the field of high-end washing and care.
CBO reporter Xiao Youqi
Today (May 7) the 2015 spring and summer new product promotion meeting of aryjie was successfully held in Changsha Longhua international hotel. The theme of this conference is "star power go", which focuses on the concept of box set. The reporter learned on the spot that the new product launched this time is very close to the skinmatch that appeared in the fair Gamma In addition to the new BB cream box, there are gingko non silicone oil high-end wash case, 8 cups of water three source collection "give goddess the heart" set case and sunscreen set case, among which gingko non silicone oil high-end wash case is the most bright spot.
(on the spot of new product promotion meeting of aryjie)
Gingko care adult gift to enter the high-end care market
(Ginkgo high end luxury wash and protect series cover box)
With more than 30 billion market share, more than 2000 manufacturers and more than 4000 washing and care brands, all these data indicate that China's washing and care market is in a prosperous period. In the market share of more than 30 billion, the high-end washing and care market accounts for 15%, and the number of consumer groups is also growing 10 times in five years. "High end washing and care is a concept relative to mass washing and care. From the perspective of consumer expectations, high-end washing and care must have four elements: excellent product quality, pleasant user experience, professional brand image, and rich brand value. "Said LV Hongxi, general manager of Arye group.
From Shiseido, shihuakou, and VS high-end washing and care products entering the Chinese market, to the high-end washing and care products of rejoice, Head and Shoulders, and now the local brands quickly respond to launch high-end washing and care products, the high-end washing and care battle has entered a white hot stage. With the trial of foreign brands and the high-density advertising and market education of local brands, the rapid growth of high-end washing and care has increasingly become a new growth point of daily chemical store profits.
It is understood that in 1997, Alice launched the first ginkgo "shampoo of Chinese medicine essence" to cut into the market of washing and washing. The market share of shampoo in the two and three market is second only to P & G. The introduction of Ginkgo luxury high-end care series is to better meet the current market and consumer demand differentiation. "The first condition for high-end washing and care products to be recognized is that the product selling point must meet the market demand and hit the consumer pain point. "Lu Hongxi told reporters.
Breaking through barrier of no silicone oil dryness
"No silicone oil is good, but its experience is not good and dry. The luxury series of Ginkgo biloba is the first of its kind. The classic and precious plant extract, led by Ginkgo biloba, moistens hair, breaks the problem of general dryness of non silicone oil products, and truly "nourishes hair". Lv Hongxi said, although the new product is based on the concept of non silicone oil cut into the high-end market, but still continues the ginkgo brand's essence of traditional Chinese medicine hair care concept. Reporters learned that Ginkgo biloba five party ratio contains Ginkgo biloba, ginseng, Ganoderma lucidum, ginger root, Polygonum multiflorum five plant essence, through different proportions to achieve different protective effects.
(five prescriptions of Ginkgo biloba)
Today, Alejandro announced that it has officially entered the high-end washing and care market in the hope of releasing the energy of accumulated technology, market and public praise for 18 years. The reporter learned at the scene that there are 18 SKUs in the high-end washing and care series of Ginkgo luxury, which are divided into 3 series, each series has 6 SKUs.
It is reported that the sales strategy of the new high-end luxury products of Ginkgo biloba is "Shampoo + conditioner" package sales, which is also more convenient for store sales. "For the store, boxed products can drive sales, enhance user experience, and increase customer unit price for the store." According to the experience of shampoo without silicone oil on the market, when you sell shampoo alone, you will often discount the user's experience. Therefore, gingko non silicone oil will be sold in the form of package combination to improve the user's experience and cultivate a good reputation.
The reporter observed on the spot that many terminal store owners are very interested in the high-end care series of Ginkgo biloba, and they are very satisfied with their appearance and product demands. In Lu Hongxi's opinion, in order to succeed in high-end washing and care categories, we should not only meet the market demand, but also strengthen the brand influence and image building. This time, yarijie invited international supermodel azalea to perform the high-end luxury cultivation series of Ginkgo biloba. Through the beautiful, independent and tasteful New Oriental female image of azalea, it accurately conveyed the international fashion trend of "zero silicone oil" and the Oriental concept of "five formula hair rule of Ginkgo biloba", helping ginkgo to create a new height of brand image. It is reported that in terms of brand image building, there will be more actions in the future.