The city gate caught fire, causing fish to fall into the pond. Because African American man George Floyd was killed by white police's violent law enforcement, it triggered a global storm of anti-racial discrimination. black toothpaste , which has been called far away in China for more than 80 years, was also "invested" and may be forced to change its name.
According to Reuters, American daily chemical giant Colgate is negotiating with partners to evaluate, review and further improve its Chinese toothpaste brand "Black Toothpaste", including the brand name. The English name of the brand was originally called "Black Man" and later changed to "Dali", but the Chinese name has always been "Black Man Toothpaste" and has been used since 1933.
Black Toothpaste has a history of more than 80 years
Colgee considers renamed "Black Toothpaste"
Speaking of toothpaste brands, many people may immediately think of Colgate and Colges , which are also the world's first and second toothpaste brands. However, in the Chinese market, the real overlord is a Chinese brand - black toothpaste.
Its halo also shines on the entire Southeast Asian market, and it has defeated Colgate in the Southeast Asian market. To date, Colgate has not surpassed its market share. But now, black toothpaste may be forced to change its name.
"We are negotiating with our partners to evaluate, review and further improve all aspects of the brand, including the brand name." On June 18, local time, Colgate said in an interview with Reuters that the company is re-evaluating and reviewing its Chinese toothpaste brand "Black Toothpaste".
Black toothpaste brand is owned by Colgate and its joint venture partner Haolai Group. George Floyd, an African American man from the United States, was killed by white police's violent law enforcement, triggering a greater storm against racial discrimination around the world, and the incident was also affected by the incident.
The English name of black toothpaste was originally "Darkie" and the packaging was printed with a smiling black man wearing a top hat. Later, the brand was renamed "Darlie", but the Chinese name has always been called "Black Toothpaste". It is an old brand with a history of more than 80 years.
A native Chinese brand
Black toothpaste is a famous Chinese brand born and raised. It was first founded in Shanghai in 1933 by Ningbo merchants Yan Berlin and Yan Zhongli brothers. The Yan brothers founded Haolai Pharmaceuticals during the Shanghai Public Concession period, which is the predecessor of the existing Haolai Chemical Industry.
In order to allow the factory to gain a foothold in Shanghai at that time as soon as possible, the Yan brothers hired experts to improve the toothpaste formula and make toothpaste with a scented flavor. This toothpaste with a mint cool taste is very suitable for Chinese taste. Since then, the Yan brothers have made pure natural mint as the main formula, and have continuously improved the taste, making it an irreplaceable feature of other brands and quickly became popular.
On the brand, the black toothpaste trademark was originally the smiling face of a black man wearing a top hat, showing his white teeth. The manufacturers at the time believed that the sharp contrast between the black face and the glittering white teeth was enough to become the brand image. In addition, early ads also claimed that the formula contained magical tooth cleaning drugs on some African trees, which could make teeth particularly white. Of course, this is just an exaggerated marketing method of that era.
Later, the Yan brothers moved to Hong Kong with their family and set up factories in Hong Kong and Taiwan to produce black toothpaste, making the brand a household name in Chinese Asian regions. In Taiwan, black toothpaste has been a leading brand in Taiwan for 40 years, with a market share of more than 70%. At the same time, black toothpaste is also exported to Southeast Asia, occupying most of the market share of the Southeast Asian market.
In 1985, because Colgate could not compete with black toothpaste in the Southeast Asian market, it took the initiative to acquire 50% of Haolai Chemical's shares for US$50 million, and black toothpaste also became a dental care brand under Colgate. Although
has been acquired half of its equity, the black toothpaste is still operated by Haolai Chemical itself. At the same time, Colgate also brought great changes to black toothpaste, including the brand name. Colgate changed the original English name of black toothpaste Darkie (Black) to Darlie (Darlie).In addition, the image of black people has been optimized and appears as a younger and sunny "international gentleman".
In 1995, Haolai Group selected a site for Zhongshan, Guangdong to build a production base, named Haolai Chemical (Zhongshan) Co., Ltd., and black toothpaste was also able to return to the mainland Chinese market.
At that time, the competition in the mainland China toothpaste market was fierce. A number of domestic toothpaste brands such as Heimei, Tian Qi, Liangmianzhen, Leng Soling, etc. were in a strife with foreign brands Colgate and Cres, but the black toothpaste remained silent and quietly came to the forefront with its unique formula and fresh taste.
By 2008, black toothpaste had reached third place from the market share of more than a dozen, second only to Colgate and Creches. By 2012, black toothpaste quietly surpassed Colgate and Crest to become China's number one toothpaste brand. Then this leadership position has been maintained for many years, until now it has been overtaken by another domestic brand Yunnan Baiyao Toothpaste.
name change may bring a major blow to the brand
According to data from the global market information database Euromonitor International, black toothpaste occupies the forefront of the market in many countries and regions, accounting for 17% of the share in mainland China, 45% of Taiwan, 21% of Singapore, and Malaysia 28%. If black toothpaste is renamed, brand awareness will undoubtedly be greatly affected.
"If black toothpaste wants to be changed, it will definitely be a major blow to the brand." Zhu Danpeng, a well-known analyst in the fast-moving consumer goods industry in China, told Red Star News, "Black toothpaste is deeply rooted in the memory of Chinese consumers' brand. Once the name is changed, it will taste like starting over. Judging from the current situation, the possibility of changing the name is very high, and it should be almost certain."
In fact, after Colgate improved the black toothpaste, there was no discrimination in the English name and logo. The only thing that is confused is that the Chinese name is still called "Black Toothpaste".
Now, Colgate claims that it may change the name of "black toothpaste", and an old Chinese brand is almost gone? What do you think of the partner Haolai Group? Hongxing News called Haolai Chemical (Zhongshan) Co., Ltd., but no one answered the phone.
Red Star Capital Bureau Li Weiming
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