Today I will talk to you about an old brand of domestic products.
She has a 90-year history, and was almost annihilated in the long history. Eventually, she succeeded in getting out of the circle with e-commerce, and the old tree sprouted.
She is a national brand born in Shanghai in 1931- .
Pechoin E-commerce
90 years ago, as a trendy position at the time, Shanghai's cosmetics market was mostly dominated by imported brands. The number of domestic brands was small, and the popularity was low, which is generally not the same as the current domestic cosmetics. two.
But there are always people who are willing to win in danger and see the hidden business opportunities of domestic cosmetics.
This person is Gu Zhimin, Mr. Paojie of Shanghai Sincere Department Store. He resigned in 1931 and started his own cosmetics company.
At that time, this young domestic brand could not actually be called a "brand", it was just a small private factory.
Starting from imitation, most of the products produced are women's daily chemicals that are already on the market, such as toilet water, rouge , powder , which is just a miscellaneous brand in the eyes of people.
The coming of a turning point is the advent of the popular online celebrity "Baque Ling Cold Cream".
Pechoin Lengshuang
As a marketing genius, the founder Gu Zhimin used 100 sparrows to fly to Pechoin, which attracted great attention from Shanghai residents at that time. After Pechoin became popular, he invited movie star Hu Die to advertise, using the most important media at the time, "newspaper" to make a masterpiece of marketing. He also brought factory technicians to the live radio room to teach consumers in the city the characteristics of Pechoin's craftsmanship.
By 1945, the well-known Pechoin had replaced the German brand " Nivea " as the first domestic cosmetics brand; the category also expanded from rouge flower lotion to perfume, powder and lipstick.
However, the growth of Pecho Antelope is struggling to survive in the context of the great era. In the next 50 years, its main products are the same as 50 years ago, and the consequences of mass production have reduced it from lady cosmetics to mass skin care products.
Until the 1980s, in the face of foreign brands brought about by the market economy, many domestic brands started from the upward trend of sales and saw their fate that they were going to the end.
Some sit and eat the sky, willing to be a centipede, some die at dawn looking for a solution, and the rest survive and become a grandmother-level domestic brand. Pechoin is the latter.
The privatization reform began in 2000, and new categories began to be introduced.
In 2010, online shopping has not yet formed a trend, Pechoin has begun to tinker with e-commerce channels.
is the earliest cooperation with JD.com. In addition to using e-commerce as its own distribution channel, Pechoin has seen the power of big data in advance and launched different product combinations and e-commerce based on users’ consumption habits. Custom models, design exclusive marketing activities.
At the same time, in 2010, Karen Mok endorsed herbal skin care series was launched, which quickly fired the first shot of returning to consumers' vision.
On the road to the revival of Pechoin, the word "national ceremony" must be mentioned. In 2013, Pechoin was brought to Africa as a "national gift" and presented to the Tanzania Women and Development Foundation. It was the pinnacle of Pechoin brand marketing. With the help of the "national gift", the sales of Pechoin in major supermarkets and Tmall flagship stores across the country have soared, and many outlets are even out of stock.
At the National Partner Qishi Summit in March 2016, Pechoin announced that Jay Chou , the king of singers, had become the brand’s new spokesperson and served as the chief experience officer. The industry was full of excitement.
In August of the same year, Pechoin signed and Li Bingbing as the brand's chief tasting officer, Pechoin officially opened the dual-star endorsement model.
Li Bingbing
Let’s look at some of the performance growth of Pechoin in recent years:
1.8 billion yuan in 2012, 10.8 billion yuan in 2015, and 13.8 billion yuan in 2016.By 2017, it has rushed to 17.7 billion yuan, properly leading the domestic brands.
Pechoin has won the beauty sales champion in Double Eleven for three consecutive years. In 2018 Taobao Double Eleven carnival , Pechoin sales reached 294 million yuan.
In 2019, Douyin launched the "618 Years Good Goods Award" event, and Pechoin was connected to Douyin 618 as the only cooperative brand in the skin care category. During the event, as long as you open the Douyin APP to search for keywords, you will have a chance to buy Pechoin Essence Water for 1 yuan. Two days after the event was launched, the cumulative topic playback volume exceeded 200 million, the cumulative topic playback volume in the five days after the launch exceeded 2 billion, and the final cumulative topic playback volume exceeded 3 billion, becoming the fastest topic playback volume of Douyin to exceed 1 billion and 2 billion. Activity.
On August 8, 2020, Pechoin ranked 240th on the top 500 list of the 2020 China Brand Alliance Annual Conference with a brand value of 6.166 billion yuan.
China Brand Festival Annual Meeting
The innovation of its own products, the fast train of e-commerce outbreak, and the blessing of the rise of the national tide, Pecho Ling has opened its own road to revival, allowing this 90-year-old brand to, Bring new life to life.
Do you fall in love with such a Pecho Antelope?
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