The first stage (1997-2002)
In the late 1990s, anti-hair loss products emerged in the market. Because of the enlightenment stage of the market, the market developed slowly and the brands were few. Guangdong Taishen, Xi'an Yingpu, and Jiangzhong Hesi entered the early stage of anti-hair loss. Several brands. Basically, it is based on regional operations, with less investment in advertising and less influence. At this time, the anti-hair loss brand bears the role of market breeder and lays the foundation for the anti-hair loss market.
The second stage (2003-2005)
In the development process of the past ten years, with the increasingly fierce competition in the domestic shampoo market, the brands of multinational and daily-oriented enterprises such as P&G and Unilever have become more concentrated on the market, and the profits of products are getting lower and lower. The subdivision of small water market has attracted more attention from domestic and domestic companies. Japanese companies such as Sophie, Bawang, Caile, and celebrities have joined the camp of the anti-hair loss market. The advertising and terminal promotion efforts have increased significantly. The market network has also developed from regional brands to national brands. Anti-hair loss products have become an important profit source and market competition tool for some enterprises.
The third phase of 2005-?
With the listing of Procter & Gamble's Pantene anti-hair loss products, a new page will be developed for functional market brands. The competition between different brands and the competition between different market segments will exist at the same time. Has attracted the attention of many parties outside the industry.
After Pantene launched anti-hair loss products, the anti-hair loss market has many doubts in the industry. Is the growing anti-hair loss market really attracting the attention of P&G? Does P&G really have to adapt to the development of the Chinese market to enter the anti-hair loss market segment?
I have the following views on the listing of Pantene anti-hair loss products:
First, the launch of Pantene anti-hair loss products meets the development requirements of P&G product brands;
P&G's work to adjust its multi-brand model based on function in the field of mass dailyization is in full swing. Choosing a strong brand, giving more product content and breaking the limits of a single appeal is becoming a frequent means of P&G. The gentle downward extension and Pantene's upward extension are the embodiment of this strategy.
Third, the introduction of Pantene anti-hair loss products is inevitable for the anti-hair loss market;
Undoubtedly, the impact of Pantene's anti-hair loss products on the anti-hair loss market is inevitable. From the point of view of its appeal, there is a certain lethality. Pantene pointed out that there are three main reasons for hair loss:
1. Physiological hair loss is a natural law that cannot be controlled;
2. Pathological hair loss is solved by medical means. Seborrheic dermatitis, endocrine disorders, mental stress, postpartum alopecia, etc. are all pathological hair loss.
3. Broken hair is the main cause of hair loss. The measure is to protect the hair and reduce hair loss.
The main point of anti-hair loss products is to solve the seborrheic alopecia. Pantene claims that this is a pathological hair loss. The shampoo method can't solve this problem and needs medical treatment. It really hit a large piece. Rather than the introduction of Pantene's anti-hair loss products, the market for anti-hair loss products has been impacted. In fact, the affected is the theoretical support of the anti-hair loss market.
Fourth, the anti-hair loss market will develop in a more mature direction
Perhaps market competition is a kind of pressure and a kind of motivation. The benign development of the anti-hair loss market depends on: on the one hand, the power to prevent product quality. After all, the effect is the last word. Through decades of development, it has confirmed the good results of anti-hair loss products in many times. The anti-hair loss effect needs further strengthening. On the other hand, depending on the collective training of the anti-hair loss brand on the market, the development of the anti-hair loss market to the current market size and impact is the result of joint efforts of many anti-hair loss brands. In the face of market competition, manufacturers of similar products are more likely to cooperate. Maintain and nurture the entire anti-hair loss market. In addition, it is necessary to refine the functional appeal of anti-hair loss products, and improve the image of anti-hair loss products to make them more in line with the psychological needs and aesthetic preferences of target consumers.
Finally, I firmly believe that the market for anti-hair loss products will have a brighter future.
Wang Yinggang, Assistant General Manager of Xi'an Yingpu Biotechnology Co., Ltd., is in charge of the company's marketing work and senior marketing staff. After eight years, he has served as a salesman, business executive, chief business representative, planning manager, and business manager. He has mature experience and good performance for fast moving consumer brand planning, market operation, marketing management, and product development. Contact number, email:
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