The "potion and soap" familiar to Shanghai people transform again!Will you pay for a new product of 158 yuan?

"Shanghai's sulfur soap is suitable for bathing, can also wash your face, shampoo, acne is gone, and dandruff is gone." Inspiration of old -fashioned innovation.

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Consciously referred to by Shanghai people

"Pottery soap" "Shanghai medicine soap" transformed again

Both have different fragrances

Different functional liquid soap series

Upgrade through the formula

Launched China's first shampoo

Find inspiration from consumer suggestions

"Many people ask, where is the inspiration of the old -fashioned innovation? How can the achievements of innovation pay for the market? The answer is from consumer evaluation and suggestions." Wang Zhenming, general manager of soap group.

"Shanghai Medicine Botoma" and "Shanghai Sulfur Soap" are star products of soap -making groups. Both are classic sterilized mites and removal soaps. The price is close to the people. Each piece is only 2 yuan. However, consumers' feedback provides inspiration for the old -fashioned innovation, and promotes new products, new functions and higher added value one after another.

According to consumers' requirements for "moisturizing" and "smooth" the skin after use, R & D personnel have prepared the liquid soap base that matches the product's efficacy, which can make the effective ingredients fully affect the skin, but also solve the appearance of traditional soap baths. The dry skin problem also avoids the "fake slip" body caused by ordinary shower gel.

In response to consumers' opinion of the original sulfur and other functional ingredients, R & D personnel use molecular parcel technology to turn sulfur into glue sulfur, become small molecules in liquid soap, and add other natural essential oils with fragrance. In this way, liquid soap no longer has sulfur flavor, but increases fragrance effect. When used, the outer sulfur layer of the glue state is ruptured, the sulfur component is released, and the mites -to -bacterial effect is continued.

At this point, it has a new form with the classic "Shanghai medicine soap" and "Shanghai sulfur soap". When the new product was listed last year, it was already late summer, but it still became a star on social platforms. Many consumers actively shared their experiences and praised "the light of domestic goods".

On social platforms, many netizens like sulfur liquid soap

After trying the sweetness of innovation, before the summer of this year, the soap group continued to innovate according to consumer suggestions.

First expand the liquid soap family, add hyaluronic acid blue mud liquid soap, leukoprotic acid soap soap, and golden cinnamon amino acid liquid soap for dry itching and sensitive skin.

R & D people say that new products pay more attention to the segmentation of crowds and functions. "Many people do not know where the market segments are, often in consumer comments and discussions." For example, hyaluronic acid blue mud mainly responds to some male consumers feedback. In summer, sweating, heavy experience, and oily skin are easy to get oily. Acne anti -inflammatory; Jingui bomb vother acid liquid soap uses amino acids with low irritation of the skin and has good cleaning power, gently clean the skin, in order to respond to the needs of those sensitive muscle consumers.

"Shanghai medicine soap" liquid soap has become a series

Then "China's first shampoo soap". In big cities, "wash your hair with soap" seems to be the past. The soap group found from consumer comments that some older consumers still prefer to wash their hair with soap; and some consumers value Shanghai sulfur soap soap soap soap soap. I feel a little dry when I washing my hair. Analyzing the industry, I found that the price of functional shampoo in imported brands is not low, and there are many supporters.

"As an old -fashioned soap -making company in China, we are not short of technology or functional products. Why not do shampoo?" R & D personnel said that innovation is not as difficult to imagine, because the old name has technical accumulation, and it is good to be good. Inspiration. In this regard, they developed soapless and plant -rich shampoo.

60 grams of shampoo is equivalent to 600 ml shampoo, and is also equipped with soap boxes for easy carrying

During the new product trial period, many consumers said that new products were surprising, "even long hair, it is fluffy after washing"; and consumer feedback made soap group surprises. Consumers have proposed that shampoo soap is easier to carry than liquid shampoo, simple packaging, which is in line with the current environmental consumption concept. This allows us to find that the shampoo market is very promising. "

The pricing of new products is higher than classic products. Is it good to sell well?

Some people have proposed that the price of the "Shanghai Pharmaceutical Bottery" brand is also used, but the price of liquid soap and shampoo soap is dozens of times the classic "potion soap" and "Shanghai sulfur soap". Will the market pay for it?

Wang Zhenming did not avoid this problem: "The Chinese market is large enough. As long as the products are good enough, they are not afraid of no one to pay. However, different products are facing different consumer groups, so marketing methods are different."

Therefore, in terms of production and sales, soap making groups adhere to the "two legs" of classic products and innovative products.

On the one hand, classic products are constantly confession. In the market, the "Shanghai Medicine Botoma" and "Shanghai Sulfur Soap", which are around 2 yuan, always supplies sufficient supply, and they have their figures in supermarket stores, pharmacies, and convenience stores. Among all product categories of soap groups, the proportion of classic products has always been around 80 %, which is convenient for old customers to buy their favorite products.

Shanghai's sulfur soap and Shanghai medicine soap are sufficient, the unit price is about 2 yuan

On the other hand, new products emphasize cost -effectiveness, rolling through new channels and accumulating reputation. The pricing of new products has advantages with similar products. For example, the quality of liquid soap and shampoo soap is a mid -to -high -end product in the industry, especially many consumers are willing to spend a lot of money "Haitao" imported brands. They can be priced only half of them, and they are still cost -effective. high. At the same time, they first appear in e -commerce platforms and e -commerce live broadcasts, because these platforms are facing young consumer groups who are more willing to try new things. Good products can speak by yourself. Taking liquid soap as an example, the pricing of 158 yuan per bottle has made some consumers understand: this is dozens of times the traditional soap, can it be sold? The sales performance explained the problem: This year, the sales of the Shanghai Pharmaceutical Soap series liquid soap in the previous five months have been the same as last year.

Wang Zhenming also noticed an interesting phenomenon: As online sales increased and word of mouth spread, many offline channels actively threw olive branches to soap groups, hoping to purchase. Active the goods, the marketing costs saved, are finally reflected in the cost -effectiveness of the product, giving back to consumers. "

These days, the "Shanghai medicine soap" liquid soap on the production line continues

Entering in late June, the old name found that because of the impact of the epidemic, there were some regrets this year, but more surprises: unfortunately the epidemic delaying the listing cycle of the new product and missed the marketing peak of the e -commerce "618"; Products and innovative products work together to make the sales of soap making groups exceed 80 million yuan in June, a record high. "This shows that the market has toughness and space, and the old name is even more promising."

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Ren Yan

WeChat editor: Jiasin, nano

School pair: Antong

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