In December 2021, Haolai Group announced the launch of the "brand renewal plan", and its oral care brand will use the company's founding name " Haolai " instead of the name " Black Toothpaste ".
At this point, the black toothpaste that is deeply loved by consumers has hidden merits and fame. It will complete its historical mission around March next year and "retire it successfully".
But what you need to know is that this brand renewal is the opening of a new track, which comprehensively expands its development scope and better meets consumers' increasingly meticulous and diverse needs for oral care.
After the brand new logo "Hailai" was fully renovated and launched, it is the pursuit of new changes in the all-round oral care market.
1: Why can Haolai Group rise and succeed on black toothpaste?
It is understood that black toothpaste is a brand with a long history, which can be traced back to 1933. At that time, Haolai Medicine, founded by the brothers Yan Berlin and Yan Zhongli in Shanghai Public Concession , is the predecessor of Haolai Chemical.
In other words, as a well-known brand, black toothpaste has continued the history of for more than 80 years.
Moreover, for the Chinese oral care market at that time, the overall supplies were in a relatively scarce. In that era when brushing teeth was equivalent to oral care, black toothpaste that made teeth cleansing to the extreme was naturally favored by consumers. As a result, the brand successfully rose. Later, as the demand for toothpaste entered a rapid growth, the market also became a "blue ocean" for fierce competition among many brands.
, the black toothpaste, which looks very low-key, is a powerful figure with super "internal strength". The products have always been strong, and it is hard to say. Its brand marketing and channels are also very good. Therefore, although there are many big and small brands in the front and back, black brand toothpaste can steadily move to the front of the industry while being low-key.
In 2012, the black toothpaste brand became the number one brand in the Chinese toothpaste market.
But this is far from the point. After firmly seizing the toothpaste market, it continues to focus on the toothbrush market and becomes the leader in the domestic toothbrush market.
After black toothpaste swept the domestic basic oral care market, it has firmly ranked at the forefront of the domestic oral market. As long as it continues to take steady steps, the position of black toothpaste in the Chinese oral care market is likely to be very stable.
So now we look back at the entire creation process of the black toothpaste brand. It is not only a victory in the brand's historical precipitation, but also a classic case of success in the brand's consideration of consumer needs.
Black toothpaste wins for granted.
2: Why does Haolai Group want to renew its brand?
After reviewing the past history of black toothpaste, let’s go back and take a look at the decision to revive the brand by Haolai Group, which is understandable. In addition to better interpreting the brand concept of "smile comes from beauty", this move also has the following obvious benefits.
The first benefit is the upgrade of brand positioning.
The market that black toothpaste was originally targeted was the basic oral care market, which is very accurate.
But as people's lives become colorful, consumers have a higher level and more detailed and diverse pursuit of oral care products. As a leading brand of oral care products, black toothpaste should advance and move towards a leader in all-round oral care brands.
After that, when consumers see the "Hailai" brand, they will no longer simply think of toothpaste and toothbrush, but will think of all-round and multi-level oral care.
The second benefit is to build a more responsible and affinity brand.
When Haolai Group has firmly occupied the first echelon of the domestic oral market, the current requirement for Haolai is not only to expand its business, but also to better assume its own social responsibilities and build DARLIE into a more responsible and affinity brand.
A temporary brand depends on quality, and a long-term brand depends on reputation.
For consumers, the satisfaction brought to them by the brand also has a progressive effect.
The always stable quality will make them trust the brand, but this is limited to the use level. Only those brands that truly pay attention to social responsibility will resonate with consumers and gain deeper brand trust.
This is the same as being an actor. Having art but not being virtuous may temporarily convince the audience by quality, but it cannot conquer the audience's hearts; and only by having both virtue and art can we truly maintain the connection with the audience for a long time. The same is true for fast-moving consumer goods brands.
Looking at the fast-moving consumer goods brands around the world with a century-old history, they all pay attention to their own brand reputation, and this is especially true for Haolai Group.
From black toothpaste to good, what is changed is the name, what is deepened is the concept.
So Haolai Group chose to adapt to the times and revitalize its brand.
3: Can Haolai Group succeed?
After Haolai Group announced its "brand renewal plan", there were many voices in the market, but there was a common problem: after the brand renewal, can Haolai Group succeed?
From a market perspective, for any business behavior, there is only one standard for judging business logic: the final result shall prevail.
This is very reasonable, business is about speaking with strength.
But when we look at this problem from the perspective of Haolai, you can think about it: When choosing to use the company's founding Chinese name to replace the original name of Black Toothpaste, does it have no corresponding considerations?
Will it be necessary to reconstruct consumers' perceptions by enabling the company's founding name? How much time and cost does this take? What impact will the changes in the
brand logo have on the production side? Will it cause trouble for retail stores and inventory? All are costs.
The chain reactions of these markets are not only visible to you and I can see, but Haolai Group can actually see them even more, but why does Haolai Group still insist on brand renewal even in this way?
market may have doubts about this, but I see the firmness of Haolai from it.
brand renewal has never been an easy task, and not all brands have the courage to fully renew. Looking at the entire market, compared with those brands that would rather endure and choose to rely on their old capital, only those brands that are truly capable will choose to go further with brand renewal.
brand renewal demonstrates Haolai's confidence and creates Haolai's vision.
