Counterattack 1988

Chapter 893 The Big Country Owns Light Industry 【Seeking Subscription Monthly Pass】

Li Wenjuan went back to the third floor and walked into Wang Lin's office.

"Brother-in-law, I met a foreigner down there just now. He has a bad temper."

Wang Lin smiled and said, "You met Jim, right?"

"Chicken? Hen?"

"Hahaha!" Wang Lin laughed, "Where did you go?"

Li Wenjuan picked up a book in her hand: "This is the English book that Teacher Yang brought me. I'll go down and get it."

"Yang Wei?"

"correct."

"Are you still dating him?"

"Brother-in-law, he is my English teacher. I asked him to teach me English. Haven't you noticed that my English has improved a lot? I talked to that hen just now, and he can understand it."

"Jim! What a hen, it's so ugly." Wang Lin said, "You and Yang Wei?"

"Oh, brother-in-law, don't ask, I have nothing to do with him!"

"..."

"Brother-in-law, don't worry! It's very difficult for a man to pick on me!"

"Hehe! Wenjuan, get ready, we will go to Luzhou on the 15th."

"I see. Brother-in-law, I'll go to work then."

"it is good."

Wang Lin looked at her beautiful back, and his mind became complicated.

But his thoughts were quickly drawn back to the business field.

The arrival of Jim is tantamount to the afternoon.

And Wang Lin's refusal is tantamount to the next gauntlet.

Next, what kind of peak confrontation will there be between Aiqing and Hushubao?
From the beginning of the establishment of the brand Aiqingrou, Wang Lin expected today's arrival.

After three years of development, Aiqingrou has grown into the number one sanitary napkin brand in China.

Regardless of production scale or sales volume, there is no domestic brand that can compete with Aiqingrou.

However, Hushubao should not be underestimated!
For a woman, it is really inconvenient to have no sanitary products.

As we all know, the light industry in Moscow is very poor. Even after [-] years, it is extremely difficult to buy good sanitary napkins there.In later generations, the Chinese international students studying there complained about their personal experiences, which made their families feel distressed.

There is still a difference between us and Moscow. Our country has been committed to developing its own products.

In fact, sanitary napkins are not our advantageous products. If they are really sanctioned by others, it will indeed affect the market, which is inevitable.

We can take stock of the brands of sanitary napkins we are familiar with. Many of them are foreign-funded products. We have mentioned the specifics in the previous article, so I won’t repeat them.

Before Wang Lin's rebirth, the market share of our domestic sanitary napkins was not high.

Until Wang Lin's rebirth, [-]% of my country's sanitary napkin market was occupied by foreign brands, and it would not be an exaggeration to say that they were monopolized by foreign brands.

Fortunately, our domestic brands are rising one after another, participating in the competition and grabbing the market, and we are slowly regaining our share.

Of course, all of this changed dramatically with the arrival of Wang Lin.

After Wang Lin made money in the treasury bond market, he entered the sanitary napkin industry strongly.

From the layout of raw materials, to the production of the factory, the promotion of the domestic market, and the development of overseas trade, it has grown bigger and bigger, and now it has grown into a large-scale sanitary napkin enterprise.

As of May 1991, the sales volume of Aiqingrou sanitary napkins in China has exceeded 5 billion pieces in the past five months, and it is expected to exceed 50 billion pieces this year.

Coupled with overseas sales, the annual output of Aiqingrou sanitary napkins has reached more than 300 billion pieces.

At present, the sanitary napkins sold by Aiqingrou are mainly wing pads.

Earn 5 cents for each piece of sanitary napkin with wings, 300 billion pieces, you can earn 15 billion!
The development potential of the domestic sanitary napkin market has not yet been developed.

Future growth is predictable every year.

Such a big brand, Jim actually wanted to buy it for $10?
He really thought beautifully!

These people really think that Wang Lin is an upstart and doesn't understand the value of a brand?
Wang Lin asked for 100 billion yuan, which is really not expensive.

The brand of Aiqingrou is now the number one in China, and its international trade is also growing. As long as it is managed properly, it is only a matter of time before the 100 billion can be earned back.

The development of my country's sanitary napkin industry has gone through several important turning stages.

In 1982, we introduced the first sanitary napkin production line from Dongyang, which was a very important turning point, and women in our country began to know sanitary napkins.

Afterwards, private enterprises began to develop their own brands, such as Anerle, etc. These brands were established in 1985, and they are already old-fashioned products.

In fact, at the beginning, the sales of these domestic brands were not bad, and they once won 90% of the domestic market. However, in the [-]s, when brands such as Kao Kao entered our market, many companies were directly impacted.

It was at this time that products such as Hushubao, Jiaoshuang, and Sophie entered the public's field of vision and took root in first- and second-tier cities.They promote products through various marketing methods, and at the same time promote offline, and even huddle together to keep warm, squeezing the living space of domestic brands together.

At that time, most of the domestic brands were seedlings, and even the largest Anerle brand did not have a big business plate.

Where did they think that foreign brands would enter my country with a sweeping momentum?

It is the massive intervention of these unknown brands that has caused many domestic companies to close down and be squeezed out of the market space. Some of them survived and it is difficult to do so. They can only move to the sinking markets of some third- and fourth-tier cities. Many people do not know these domestic companies. The brand actually existed more than 30 years ago.

Foreign capital has a strong brand advantage and sufficient funds as support, so it has been able to occupy our market for so many years.

Our market is huge, and naturally there will be a lot of demand. Many companies have found subdivided fields and plan to start from these places.

The advantages of domestic brands are actually relatively strong, the biggest point of which is low cost, which can achieve a particularly high cost performance, which is unmatched by many foreign-funded enterprises.

In the sinking market, there are more domestic products, because ordinary people don't care about brands, they only care about cost performance.

In the process of development, a number of domestic brands have also emerged in China, such as ABC, Qianjin Jingya, Anerle, Seven Degrees Space and other brands, and they have caught up and snatched the market from foreign brands.

Domestic brands are making steady progress in this way, step by step, and it took almost 30 years to catch up with foreign-funded enterprises.

The struggle of domestic sanitary napkin brands is really difficult.

From the very beginning, Wang Lin took the road of independent innovation and raw material supply chain, just not wanting foreign capital to choke his neck.

The risk of being choked by someone is too great. Once someone imposes sanctions on you, the consequences will be disastrous.

If he straightened his spine, the consequences would be completely different. Wang Lin could have the right to speak, and it was impossible for others to lead him by the nose!
Together with the war, the blockade is comprehensive, and there is no reason to say it.

However, it is absolutely impossible to buy sanitary napkins like Big Brother in our country.

Because a big country has light industry!

Now with Wang Lin, my country's light industry has taken a step forward.

In the sanitary napkin industry, Aiqingrou has occupied first- and second-tier cities, and is expanding to third- and fourth-tier cities. It is also important to sink the market, especially for domestic brands.

Wang Lin has great confidence in the domestic consumer goods market.

There is such a saying in the consumer industry, which is almost regarded as a standard proverb: If you win women, you win the world.

In such an era of rapid changes in consumer goods, if women can not buy new clothes and cosmetics for a month, they must not forget to replenish the most important inventory every month-sanitary napkins.

Women's periods and sanitary napkins have always been considered a private topic.Although sanitary napkins are a necessity for almost all women aged 14-50, female friends are ashamed to share them, and male friends also regard them as a mysterious domain.

Such a large consumer goods market with rigid demand and strong anti-cyclicality, if Chinese enterprises do not occupy it, it will be occupied by foreign brands.

Like most parts of the world, my country's consumer demand for sanitary napkins is not growing explosively. It is related to the consumption habits of several generations and needs to be cultivated slowly.

The late 80s was a precarious period of pregnancy.At this time, Hengan Group has not launched the familiar domestic brand "Seven Degrees Space", but its "Anle" sanitary napkin has already occupied 40% of the market share by virtue of product reputation and advertising campaign.

In the 90s, foreign brands launched a fierce offensive with advanced technology and rich marketing experience, and won the other half of the sanitary napkin field.

Sanitary napkins seem to be very easy to produce. They can be produced after buying a machine and building a factory.

But in fact, the brand and capital barriers of sanitary napkins are particularly high.

The brand recognition of sanitary napkins is very high, especially in first- and second-tier cities, most of the users of sanitary napkins, including women of the right age, are young and middle-aged women, and young women in big cities have higher requirements for sanitary napkins.

On the one hand, the replacement speed of disposable sanitary products is relatively fast, which requires manufacturers to invest a lot of money in purchasing new production equipment or carrying out technological transformation on existing equipment; More cautious, and it is difficult for new entrants in the industry to form a reliable and stable quality control system in a short period of time.

On the other hand, channel barriers are high.For new entrants in this industry, dealer resources are relatively scarce resources. On the one hand, the initial investment costs for developing dealer customers and establishing trust relationships are high; The management and control ability is also relatively poor, which is not conducive to market development.

Wang Lin built his own distribution channels from the very beginning, taking the initiative in sales in his own hands, which is his brilliance.

Others can't take it away, and they can't break through the distribution network of Aishiu Group.

The profit margin of sanitary napkins is extremely high. Now that Wang Lin has controlled the cost, the profit margin can reach about 70%!

In all consumer goods industries, this can also be regarded as ultra-high profit margins.

With the expansion of production capacity, this cost can be reduced, and the final profit rate can reach 75%!

At present, the absorbent body of sanitary napkins is mostly made of polymer absorbent resin, wood pulp, fluff pulp, and absorbent paper. The cost of these things is not high. After Wang Lin realizes self-supply, the cost of sanitary napkins has been extremely low, much higher than Foreign brands!

But it is undeniable that the advantages of foreign brands are also extremely obvious.

Most multinational companies only focus on the promotion and sales of one brand, and rely on a single brand to launch new products in the form of series.

Like Procter & Gamble's sanitary napkins, there is only Hushubao.

But Hushubao is subdivided into many products.

Multinational companies with large-scale supermarket channels and provincial agents are at a disadvantage in terms of channel sinking, but with economic growth and changes in consumer concepts, their global marketing vision enables them to better cater to consumers One step ahead in terms of demand and concept.

The magic weapon for such companies and giants to succeed is to rely on strong channel distribution and marketing expenses, which are the biggest resources of foreign brands.

In a word, people are rich!
The operation method of capital has always been to spend money to occupy the market first, squeeze the living space of other brands, wait for the monopoly of the market, and then increase the price to make money.

In order to cope with the squeeze from foreign-funded enterprises, Wang Lin must upgrade and adjust the industry as soon as possible.

This is also the reason why Wang Lin urgently established a research and development department.

In the afternoon, Wang Lin held a high-level meeting to discuss the future development of the sanitary napkin industry.

At the meeting, Wang Lin pointed out that in the field of sanitary napkins, where product differentiation is not high, service, experience, and value delivery are bound to become new directions for brand expansion. This is also a development opportunity that Aishu Group must seize.

Wang Lin said that the price distinction of existing sanitary napkins is not obvious.With the improvement of ordinary people's income and the change of concept, there is still a lot of room for the mid-to-high-end market of sanitary napkins.

In order to capture the mid-to-high-end crowd, Wang Lin subdivided the consumer crowd and decided to develop a high-end product aimed at women between the ages of 18 and 35.

Today's sanitary napkin brand advertisements are all highlighting the fragility of women. Wang Lin feels that young women in the new era can be youthful even during menstruation.

Therefore, this high-end product will launch a distinctive commercial.

Wang Lin's idea is that against a dark background, the heroine of the advertisement is encouraged to abandon stereotypes and be a powerful and confident self.Express this theme through the heroine's movements, dances, etc.

In addition, new products also need to carry out a new design in terms of raw materials and packaging.

From the perspective of raw material consumption, the surface layer and bottom layer of sanitary napkins require the largest amount of non-woven fabrics and leak-proof membranes; from the perspective of importance, the middle absorbent body has the highest requirements for materials.

Domestic factories currently producing sanitary napkins, except Aishu Group, still rely on imports for high-quality SAP and fluff pulp used by other brands.

However, Wang Lin took the lead in developing high-quality SAP and fluff pulp in China.

But because these materials are too expensive, general sanitary napkin products will not be used.

Therefore, Wang Lin decided to launch a brand-new high-end product, which is different in quality and packaging, and the price positioning is also more expensive than the current one.

In terms of product design, Wang Lin proposed brand-new concepts such as traceless silk, comfortable cotton, and dry mesh.

The design and function of Aiqingrou sanitary napkins will continue to be subdivided and evolved!
Wang Lin will use this new product to fight against foreign brands!

At the meeting, Wang Lin tapped his fingers heavily on the table, and said in a deep voice: "The people who attended the meeting today are all my vice presidents! Every word I say is the top secret of our group! Anyone who dares to If you leak it, you will be responsible for the consequences! It is not only as simple as corporate punishment! You will also be held accountable by law!"

Hearing Mr. Wang's murderous words, all the vice presidents were shocked!
Wang Lin said proudly: "Foreign brands are about to strangle our Aiqingrou brand! However, I believe that with the joint efforts of everyone here, we will be able to achieve our goal! We will keep seven and compete for eight! We want to show the world It proves that a big country has light industry!"

(End of this chapter)