The Richest Man Yang Fei

It makes sense for Yang Fei to compete with Procter \u0026 Gamble's Head \u0026 Shoulders in the anti-dandruff field without doing other fields.

In Yang Fei's memory, anti-dandruff shampoos accounted for more than half of the domestic shampoo market in later generations.

With a total market of 40 billion, anti-dandruff shampoo has a market share of more than 20 billion.

Even if they only compete for one-tenth of the market share, they can still have sales of more than 2 billion a year.

For this lofty goal, it is worthwhile for Yang Fei to invest several hundred million now.

Moreover, the more big companies enter the same field, the more they can expand the field.

my country's national conditions are also suitable for the promotion of anti-dandruff shampoo.

Generally speaking, the concept of anti-dandruff is only found in developing countries, and few people in developed countries mention the matter of anti-dandruff.

Take the island countries as an example, there are almost no anti-dandruff shampoos in their countries.

Procter \u0026 Gamble also sells shampoo in the island country, and the shampoo also has anti-dandruff function, but it will not emphasize this function.

Because in the eyes of the islanders, dandruff on the hair is a personal hygiene problem and a shameful culture.

In our country, the market share of anti-dandruff is getting bigger and bigger.

The market competition for shampoo is actually a battle to grab the runway.

The runway is a straight line, and those who participate in the battle only need to step on the gas pedal, and there are no curves to overtake, all are straight roads.

On such a runway, the brave wins when they meet on a narrow road.

Anti-dandruff shampoo is a very functional field.

Max and Head \u0026 Shoulders advertised together, both promoting their anti-dandruff shampoo.

Meisi's advertisements are highly targeted to a specific group of people, that is, young and middle-aged people, but they are more inclined to younger people.

Everyone focuses on "anti-dandruff" and constantly convinces everyone that my products are better. So both parties have invested a lot of market costs.

What makes both parties feel miraculous is that the market share of the two companies has not declined, but is rising!

Meisi is a newly listed brand, and its market share has risen to five percentage points from zero.

Don't underestimate these five percentage points. Many large companies that have been in business for decades may not be able to achieve this share.

Yang Fei's goal is to occupy more than 10% of the domestic market within a year.

As soon as the beauty silk shampoo was launched, it was accompanied by overwhelming advertisements, and half of the goal was completed immediately.

The market share of Max Silk has risen, and the market share of Head \u0026 Shoulders has not declined, but has increased.

This situation is like an F1 racing car. When everyone is on the straight, they are all stepping on the accelerator. The feet of those who ran in front did not let go, and those who ran behind also stepped on the accelerator. Whoever relaxes at this time will become weaker.

In this high-speed competition, neither side was weakened, and both of them stepped on the accelerator to the bottom.

So these two companies are running very fast, and their market share is increasing.

The market is only so big, and the share of the two of them has increased, which means that they outperform other brands in the market.

Faced with the rise of the new brand Max, Head \u0026 Shoulders certainly felt threatened.

To this end, Head \u0026 Shoulders held an internal meeting.

Some people suggested that anti-dandruff is only needed by developing countries. With the rapid development of China's economy, the concept of anti-dandruff will be eliminated sooner or later, just like the neighboring island countries. Since Meisi focuses on anti-dandruff, we might as well add new elements to the brand promotion, such as the concept of hairdressing, using Head \u0026 Shoulders shampoo to make hair beautiful. Is this a new growth point?

Another person said, beautiful hair? Isn't that Meisi?

After a heated discussion, Head \u0026 Shoulders executives believed that the future shampoo market would definitely develop in a diversified direction, and that a single anti-dandruff function could not satisfy the ever-changing people's pursuit of hair beauty.

As a result, a unified opinion was formed within Head \u0026 Shoulders, that is, it decided not to focus on the function of anti-dandruff, but to add the concept of hairdressing.

Shampoo not only removes dandruff, but also makes hair straighter and more beautiful.

On January 1, 1996, Meisi Shampoo landed on CCTV's Biaowang advertising time slot.

Yang Yuying, with long black and straight hair, walked into the camera confidently and unrestrainedly, shook her flowing hair, raised her eyebrows lightly, and her face was youthful and energetic: "I only use beauty silk for dandruff removal, and it works once."

Anti-dandruff is exactly the main function of Maxi Shampoo.

The advertisements all focus on anti-dandruff, and highlight that the anti-dandruff function of Meisi is very powerful, and the effect can be seen at one time, which is especially suitable for people who have this need.

At the same time, Head \u0026 Shoulders made urgent adjustments to their advertisements on CCTV. They changed the anti-dandruff theme to the hairdressing theme.

Head \u0026 Shoulders executives all have rich experience in world marketing. They apply their experience in other countries to the Chinese market, and hope to use it to succeed.

However, they still don't understand our country's market.

On the one hand, it is the professional appeal of Maxi Shampoo, which only talks about dandruff removal.

On the other hand, Head \u0026 Shoulders gave up the main function of dandruff removal and talked about the concept of hairdressing.

Although Head \u0026 Shoulders still has the word anti-dandruff written on the bottle packaging, their main function in the commercial is already hairdressing.

Hairdressing is actually a very general concept, what is hairdressing? Everyone's standards are different, so, has the hairdressing mentioned by Head \u0026 Shoulders meet the expectations of consumers?

At least, at the beginning, consumers did not buy it.

For most Chinese people, they buy a product with a strong purpose, and the simpler the function, the better. If you want to get rid of dandruff, you can get rid of dandruff. What are you looking for?

The first day of the first month of January became a watershed in the battle between Head \u0026 Shoulders and Meisi.

Sales of Head \u0026 Shoulders plummeted.

And Meisi's sales have skyrocketed!

"For anti-dandruff, I only use Beauty Silk, and it will work once!"

Overnight, people suddenly discovered that such advertisements were plastered all over the bus stops in major cities across the country, and they were also painted all over the body of the buses!

Railway stations, bus stations, airports, all transportation places, wherever advertisements can be posted, there are posters of Yang Yuying holding the beauty silk anti-dandruff shampoo, raising her eyebrows and showing a sweet smile.

As long as you step out of the house, you can see the advertisement of Meisi!

National beauty, shiny hair, sweet smile, this kind of advertisement, the visual impact is absolutely top-notch, anyone can see her at the first sight, and after the first glance, they can't help but look a few more times, thinking that this Beauty, bah, this hair is so beautiful!

Star effect, advertising effect, instantly implanted the concept of beauty silk shampoo anti-dandruff into people's hearts.

When friends meet, they will always ask, have you used Meisi? I heard it is very good.

The word of mouth is getting wider and wider, and young people are willing to try new things, let alone CCTV's flagship product?

The sales of beauty silk are increasing day by day.

And when Head \u0026 Shoulders executives woke up, it was too late.

When they went back to find the manager who first suggested changing the main direction of Head \u0026 Shoulders, they found that this person had resigned and changed jobs.

Perhaps, they will never know that this is the second battle Yang Fei planned!

. m.