Editor's Introduction: The current market focuses more on category segmentation, so how to achieve industry segmentation and product presentation? Table of Contents: Chapter 1: Industry Background Survey: Select Unilever's Qingyang Men's Shower Gel as a new product promotion Case

: The current market focuses more on category segmentation, so how to achieve industry segmentation and product presentation? The author of this article uses men's shower gel as an example to explain how the brand (Unilever Qingyang) carries out new product planning.

In this new column, I will use a real business case as an example to explain the [new product launch promotion plan]; due to the large amount of content, it will be divided into five serialized issues.

Table of Contents:

• Chapter 1: Industry Background Investigation (Part 1): Select Unilever’s Qingyang Men’s Shower Gel as a new product promotion case, and use SWOT to analyze Qingyang Men’s Shower Gel.
• Chapter 2: Industry Background Investigation (Part 2): Use detailed data to analyze the industry and market opportunities, and further explain why Chinese men’s shower gel is chosen as the direction for Qingyang’s new product launch.
• Chapter 3: New product planning: The current market focuses more on category segmentation, so how to achieve industry segmentation and product presentation?
• Chapter 4: Product Innovation and Star Screening: What is Innovation? How to make breakthroughs through innovations that are most recognized by consumers at the moment, so that consumers are really willing to pay for our products?
• Chapter 5: 6 powerful tools for brands to communicate with consumers: Now that our products are ready and celebrities have been screened, how can our celebrities promote activities and make consumers purchase?

This article is the third chapter, let’s take a look:

In the last two columns, I took Unilever Qingyang Men’s Shower Gel as an example to teach you how to do [ industry background investigation] in the new product launch plan. ].

Click here to view the previous article: "A marketer with 10 years of experience will take you to understand the entire process of new product launch promotion plan"; "Based on market trends, how do brands choose the direction of new product launches? 》

According to market trends, how do brands choose the direction of launching new products? Today, we enter the second section - [new product planning] .

1. Factors that influence men to choose men’s shower gel

First, let’s take a look at the pain points of the industry. We first talked about, Why don’t men choose men’s shower gel? Why are they choosing men’s shower gel again?

In fact, we will have several factors that affect their decision-making.

• First, men don’t know that there is men’s shower gel;
• Second, they don’t know why they need it;
• Third, they don’t care whether they use it, because the market industry educates consumers themselves and they need to slowly and deeply explore it. their needs and potential.

Based on this situation, Qingyang provides men's shower gel. The purpose of this product is to hope that can meet the needs of men's skin, and secondly, to make them wash more refreshingly and happily , then they know that they need something more suitable for them. The product undergoes a cleaning process.

Thirdly, when they know what men's shower gel they need, they will slowly improve their brand tone and niche mentality; then we also need to provide him with a brand more suitable for men, so that he can go Improve overall loyalty and consumer buying habits .

Then this part will appear. What on earth are men thinking that we will discuss today? They will choose men's shower gel.

2. Professional!

Because we want to present a new product to consumers, what do we need to do?

professional! professional will be divided into three directions to meet the attribute of professionalism -

• first, we are an expert in the men's field;
• second, we are a product for men's skin;
• third, we are a set Customized solutions for men’s education.

So this part is that the current market no longer uses the universal version. We focus more on the segmentation of categories, but to meet the needs of consumers in a certain field.

So how to meet their needs specifically? Let’s take a look at how to segment the industry and present products one by one.

3. We are an expert in the field of men

First of all, let’s look at the first aspect, an expert in the field of men.

The concept of experts must be professional and understand consumer needs. In this case, we will try to combine with brands with high penetration rates to reduce consumer education costs.

Qingyang is the second largest hair shampoo brand in China and the number one men’s hair shampoo brand. It has been 10 years since it launched the first men’s shampoo in the market in 2007. In these 10 years, its sales have increased It has increased 8 times.

In terms of brand penetration, Qingyang already has a strong consumer penetration rate. Then this will greatly reduce the cost of consumer education; and the penetration rate of Qingyang Men's independent men's hair lotion has increased - from the previous penetration rate of 0% to the current penetration rate of 23%, that is, every sale Out of 10 bottles of men's shampoo, 7 are from Qingyang Men.

For such a high-potential market, Qingyang brand will help us better educate men's consumers and tell them that the expert in this industry is Qingyang, and Qingyang is a brand that truly understands men. According to the industry data survey report of

, we randomly interviewed consumers and found that 43% of consumers would choose Qingyang, and 35% to 27% of consumers would choose other products. Qingyang is the absolute number one brand in the entire brand.

So there is no doubt that Qingyang is the best representative to tell consumers who is the expert.

4. This is a product for men’s skin

The second aspect, a product for men’s skin, makes consumers love this product more from the product perspective, and are willing to continue to use it, increasing their loyalty. Products are the core of a company's survival.

Targeting men’s skin, what are the differences and differences between them?

First of all, their skin is thicker, 25% thicker than that of women, so their skin is rougher, their pores are larger, and they need more deep cleansing.

Secondly, they are stronger, so they have more collagen and a stronger tissue structure, so they are more likely to produce oil. They secrete twice as much oil as women.

Finally, there is more moisture, and the male's cuticle is thicker and easier to lock in moisture; then the result is that he is more likely to sweat, and the amount of sweat he sweats is twice that of women.

Based on the characteristics of men who are rougher, more prone to oil and sweat, we hope to meet his needs.

So our goal is - you will feel refreshed after using it, and it can cleanse your skin more effectively, remove greasiness, and make your skin feel more moisturized. This part of

is actually combined with what we mentioned before, a factor in the growth of the shower gel market. Let’s recall, do you still remember the concept of “scent and moisturizing”? Therefore, whether it is through the male market segment or the functional market segment for shower gel, we have carried out a unified combination.

In this case, our new Unilever product, Men's Clear Shower Gel, will be launched grandly. It is a new Clear Men's Balancing Oil Control Shower Gel. It has twice the pores and clearness, and is 100% specially designed for men's skin. , let your eyes light up!

At this point, you may still be curious about what is 100% designed for men’s skin. Then I will slowly tell you about the functional professional field breakdown.

The new product launch promotion plan is a complete and highly professional knowledge. This issue will be updated here first. The next issue will continue to take you through the whole process of the new product launch promotion plan. Preview of the next issue of

: Product Innovation and Star Screening: What is Innovation? How to make breakthroughs through innovations that are most recognized by consumers at the moment, so that consumers are really willing to pay for our products?

Author: Vivian Vivian graduated from a top MBA school in the United States with nearly 10 years of work experience. Now working for Tencent, the former Unilever was responsible for new retail business, including brand promotion, new media operations, global marketing activities, etc.

This article was originally published by @Vivianvivian on Everyone is a Product Manager. Reprinting without the author's permission is prohibited.

title picture comes from Unsplash, based on CC0 protocol