When it comes to " Black Toothpaste ", many people will immediately think of the image of a gentleman wearing a top hat and smiling to reveal a neat and white teeth. Black toothpaste has also become a familiar and popular oral care brand for many people because of its launch of many classic products such as double mint, ultra-white baking soda, teabejian Longjing green tea.
Judging from the latest news, this brand name that has accompanied consumers for more than 80 years has made a major upgrade. On December 14, Haolai Group officially announced that its oral care brand DARLIE will use the company's founding Chinese name "Hailai" instead of the "black" name.
80 has been popular all the way. Haolai Group has its own unique features of its own business, and its brand renewal will not be aimless. So, which markets are targeting this move? What kind of expansion "ambition" is hidden behind it? We might as well peel off the thread and analyze it one by one.
classic brand "change to change" can last forever
Black Toothpaste (DARLIE) As a national oral care brand, it has gone through more than 80 years since its establishment in Shanghai in the early 1930s.
A company can always be recognized and loved by consumers for such a long time, which is closely related to its product quality and brand effect . It can be said that the market audience of black toothpaste has been very stable for many years, so some people believe that even if the brand name "Hailai" is not enabled, black toothpaste can still develop according to inertia.
In fact, even if it is the case now, it may not be necessary in the future. The most obvious example is that consumers in today's society are completely different from before. People's living standards are constantly improving, and their pursuit of a better life has also made a qualitative leap. The market is showing an increasingly segmented trend. Whether it can meet the different needs of consumers at different levels and stages has become an important factor in testing industries and enterprises.
Specifically in the field of oral care, in the past, a box of toothpaste and a toothbrush might be enough; now there are mouthwash, oral spray, electric toothbrush, and water floss... If a company's ideas remain as constant as in the past, it may soon be eliminated by the market. As everyone recognizes, the only thing that remains unchanged in the market is "change". Only by adapting to this change and constantly adjusting and upgrading one's brand positioning and thinking can one truly become new and invincible.
Looking back at Haolai Group's aforementioned actions are quite a sign of being prepared for danger in times of peace and being far-sighted. In particular, while officially announcing the brand renewal and upgraded, Haolai Group also announced that it will vigorously expand advanced oral product lines including mouthwash, oral spray, electric toothbrush, water floss, tooth patch , whitening pen and other advanced oral product lines. It is reported that the full range of oral care products with the brand's new logo "DARLIE Good to Come" will be launched in the market one after another in March next year.
It can be said that Haolai is no longer satisfied with just taking the lead in basic oral categories such as toothpaste and toothbrushes, but rather builds itself into a leader in a comprehensive and multi-level oral care brand. So if we want to say what kind of "ambitions" are hidden behind this brand renewal, it is actually to cooperate with its needs to improve its corporate structure and open up a broader market.
Only by actively responding to the call of the times can we develop and strengthen
It is worth mentioning that in recent years, including my country, the world has actively advocated green and sustainable development. While creating high-quality products and pursuing economic benefits, whether enterprises can save energy and reduce emissions, protect the environment, and actively fulfill their social responsibilities has become a common standard for the public to measure whether a company is excellent and whether it is commonly known as a "conscientious enterprise".
, and Haolai's brands can be recognized and loved by consumers for a long time. In addition to its good reputation for products, it is also related to its active public welfare activities and its major strategic policies of responding to the country's "sustainable development".
Only by embracing the times can we follow the trend and continue to grow and grow in the torrent of the times. From the current point of view, Haolai's every step is very steady and accurate. With a forward-looking vision and strategic layout, future development has great room for imagination.
It seems that Haolai is playing a big game of chess. And brand renewal is an important step.
