Text/Dong Review/Zi Yang Correction/Zhi Qiu
Nowadays, with the pursuit of health care by domestic consumers, people pay more and more attention to the care of teeth. Therefore, brushing your teeth morning and evening has become a basic habit developed by most consumers.
Based on this, toothpaste has become an essential product in the daily life of consumers. The toothpaste industry has also gained rapid development.
According to the relevant data released by the China Business Intelligence Network, in recent years, the output of Toothpaste in China has basically been maintained at more than 500,000 tons, and the scale of China's toothpaste market has expanded year by year.
Has been mistaken for a "foreign brand"
Although toothpaste was originally brought into the Chinese market by foreign brands as an imported product, for a long time, the Chinese toothpaste market has been monopolized by foreign brands such as Procter & Gamble, Unilever and Colgate. However, under the continuous efforts of domestic brands such as black people and Yunnan Baiyao, domestic toothpaste not only occupies a place in the Chinese toothpaste market, but even holds a certain right to speak.
Industry statistics show that among the top ten toothpaste brands in China's toothpaste industry in 2019, Yunnan Baiyao and black toothpaste won the first and second places respectively.
In addition, according to the retail sales volume of china's toothpaste market (as of September 2020) calculated by Autoeo International Consulting Company, black toothpaste accounted for 13.1% of the Chinese toothpaste market, ranking first in the market. Toothpaste brands such as Crest, Yunnan Baiyao and Shuker are close behind.
It is worth mentioning that although the sales performance of black toothpaste in the Chinese toothpaste market is remarkable, and it has also won a round of confrontation between Chinese toothpaste brands and foreign toothpaste brands, black toothpaste has always been mistaken for a "foreign brand".
Locally produced in Japan
The reason why black toothpaste has always been considered a "foreign brand" by domestic consumers is because the name of "black toothpaste" is misleading, and on the other hand, it is because today's black toothpaste is Colgate's oral care brand.
In fact, black toothpaste is a native domestic product, and it is an authentic Chinese brand.
Public information shows that in 1933, Ningbo businessmen Yan Bolin and Yan Zhongzhong brothers formally founded black toothpaste in Shanghai. At the beginning of the establishment of black toothpaste, it was favored and recognized by consumers due to its unique packaging and fresh taste of toothpaste.
After the success of Shanghai Beach, in the 1940s, black toothpaste began to expand its sales scope to Hong Kong, Taiwan, and even went abroad to fight in the Southeast Asian market.
Although black toothpaste that has just entered the Southeast Asian market has shown a strong competitive advantage and even beat Colgate, black toothpaste that lacks core competitiveness in the subsequent competition with Colgate is still defeated. In 1985, Black Ointment took the initiative to acquire a 50% stake in Hollyoak Chemical for $50 million, becoming a Colgate brand.
However, the operation of black toothpaste is still in the hands of Hollywood Chemical.
Black toothpaste was finally renamed
It is worth mentioning that the black toothpaste that has always been considered a "foreign brand" has finally changed its name.
On December 14, The Hollywood Group released its latest "Brand Renewal Program", which indicates that black toothpaste is about to launch the company's Chinese name "Hollywood", which means "goodness comes because of smiles".
According to the official account of Hollywood Group, a new round of brand renewal plan has been launched on December 14, and the replacement of black toothpaste names by Hollywood is expected to be completed around March 2022.
In addition to the name change, the black ointment will continue to innovate products after that, with the goal of becoming a full range of oral care products.
Judging from the current development of China's toothpaste industry, the game between foreign brands and local brands has never stopped. With the help of the rich product layout of high-end, high-end and low-end products, foreign brands occupy a considerable market share in China's toothpaste market.
Will the renaming of black toothpaste have a positive or negative impact on the development of its toothpaste market in China?
The author believes that the renaming of black toothpaste in today's fiercely competitive domestic toothpaste market may do more harm than good. Regardless of whether consumers have a certain prejudice against black toothpaste and think that it is a "foreign brand", it is undeniable that black toothpaste does have a high reputation in China's toothpaste market, and it is basically ingrained in the impression of consumers.
The choice of black ointment to change its name at this time may reduce the popularity of the company's products to a certain extent, and then affect the sales of related products. At the same time, ointment brands such as Yunnan Baiyao, Colgate and Crest may seize this opportunity to seize the market share occupied by black ointments.
Write at the end
However, if the black toothpaste after the name change can choose a more cultural logo to promote the connection with the consumer, it will produce different chemical reactions in the consumer group.
As for whether it is wise to change the name of the black ointment, and whether it can promote the rise in product sales, let us wait and see.