After leaving the cosmetics matter to Zheng Qin and Ito Matiri, Xu Guangling stopped paying attention, except for occasionally providing some technical support.
Xu Guangling was completely indifferent to other aspects of product development, classification, finalization, launch, promotion, etc., letting them do whatever they wanted. It didn't matter whether they succeeded or failed. Of course, it's very difficult to fail.
Not paying attention does not mean that you don’t understand.
Ito Makari would go back and forth every three days or so, staying at Wumingshan for almost two days out of seven days a week, and all kinds of information about the products were gathered here at Xu Guangling.
Xu Guangling listened and chatted, treating it as an anecdote.
By the way, I also systematically learned about Japanese history and culture, and then once again lamented the "geographical determinism" about history and culture.
Be it Japan, South Korea, or even the former Hong Kong, Taiwan and Macao, they can all be called "regional territories". Their politics, economy, culture, etc. are all absolutely affected by this "region".
Showing some different but same styles.
Differences are natural, but similarities are the common features of regional territories. For example, the advantage is that they are united because of their small size. The same thing from another angle is narrow-minded and exclusive. In addition, if there is a slight disturbance, it can easily rise to "
national character".
For example, there are "national goddesses" in the entertainment industry everywhere, but in China, which can be called a huge country, this is very difficult.
The language is different in five miles, and the customs are different in three towns. Even if Mr. Chen, an absolute master of linguistics, is placed in various villages in the country, he will probably be confused in many cases. In such a country, if you want to become a citizen in the true sense
Sexual approval?
Even if you pull a car of true gods, it is estimated that a considerable number of them will not pass the test and will be kicked out.
However, we can also know from this that it is really a miraculous feat that this country can eventually develop into a "harmonious but different" great country. There are natural factors of geography, but more of them are human factors.
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It is the result created by the joint power of man and nature.
Let's talk back.
As soon as Mahinashi brand cosmetics landed in Japan, it quickly rose to the level of national popularity.
In less than a month, its market share went from 0%, to 1%, to 5%, to 10%, to 20%, to 26%, in a way that left everyone inside and outside the industry stunned and at a loss.
The speed jumped directly to the first place!
Not to mention those outside the industry, even the Ito family themselves were shocked. It felt like a dream, and it was a dream that could not be woken up even by slaps left and right.
The Ito family's own cosmetics market share is only about 1%, but it still has the power of Ito Pharmaceutical and has accumulated several years of success.
At this time, the market share of real pears is only at 26%, not because there is no more room to enter, but because the supply of products is no longer available. In the future, this share is more likely to shrink than to expand.
True Pear is a popular brand.
Launched at the same time as "True Pear", there is also "Tianfeng".
However, the former is normally sold on the market, while the latter is only promoted internally through Ito Matiri's hot spring club.
Although it is said to be implemented internally, in fact, its tentacles are directly in place and extend to all the places it wants to reach.
Moreover, it is still in limited supply.
It's not due to operational considerations, it's really because the goods are limited and we have to supply them in limited quantities!
Why do real pears spread so quickly like locusts or viruses?
One is the scent.
Logically speaking, this is just an additional embellishment, but it has become the biggest contributor. Countless buyers and users are completely in love with the unique fragrance of the real pear brand cosmetics at first smell, and it is difficult to let go.
The second is channels and connections.
The channels of the Ito family and the connections of Matiri Ito.
Third, it’s the effect.
Although it is only a popular positioning and its efficacy has been greatly reduced, compared with other cosmetics on the market, it is still completely different in nature.
This difference is not promoted as a selling point, not at all.
When Ito Makari launched this series of products, there were only two main selling points, one was the fragrance, and the other was that there were no additives and no side effects. All marketing strategies were centered around these two aspects.
“The feeling of first love”
“Taste of youth”
“The feeling of walking under the cherry blossom trees”
“Edible cosmetics”
There is also an advertisement where a person is holding a bottle of shampoo, raising his head and drinking it directly into his stomach in one breath. Then he says with excitement and intoxication: "Ah! It tastes so good!"
Seeing this weird advertisement, Xu Guangling was so drunk that he didn't know how to evaluate it.
Such and such, such propaganda and advertising are overwhelming.
Its real and biggest selling point has not been mentioned at all.
Is this a marketing mistake?
No.
Not at all!
Even Xu Guangling was a little confused when he learned this. Under confusion, although he understood Ito Mairi's intention after a little thought, it was a hindsight.
That difference is quickly discovered by buyers.
Ito Sanhui is a third-tier star.
A few years ago, after she saw a cosmetics product from Ito Cosmetics on the market, she recognized the word "Ito" and bought a set to try out at home. She felt pretty good.
Since then, this company's cosmetics have become one of her daily choices.
On this day, Ito Sanhui walked into Ito Cosmetics store again. When she was preparing to check out with the ones she used to use before, she was told by the people in the store that there were new products launched, and Ito Sanhui was the one in their store.
Key customers can try new products for free.
Ito Sanhui went home with a set without any fuss.
In the evening, take a shower.
Ito Sanhui has a little-known little habit, that is, sleeping with fruit (luo). [I don’t know if this word will be blocked, so I’ll use “fruit” instead.]
People who do this usually have some major or minor mysophobia.
And this kind of mysophobia is most vividly expressed in the bedroom environment.
Ito Sanhui changes and washes the sheets, pillowcases and quilt covers once a day, and before going to bed, he cleans himself every day, making the entire bedroom and the sheets on the tatami spotless.
The feeling of complete cleanliness and refreshing will make her extremely relaxed and fall asleep quickly.
If she doesn't take a shower or change the sheets for a day, she probably won't be able to sleep well.
Bedsheets, etc. are all made of cotton. They used to be pure cotton, but now they are washed cotton.
As for the shampoo, conditioner, shower gel, foot soap, etc. in the bath, they are all carefully selected. All kinds of new products, once used, not to mention not feeling good, even if they feel average, I will never use them again.
.
Today, I took a bath normally, and Ito Sanhui used the new product recommended by the store.
After washing her hair and unpacking it in the bathroom, Itoyama discovered that the set only contained shampoo and no conditioner. This discovery made her quite dissatisfied.
But first I have to wash my hair.
After opening the bottle cap, Ito Sanhui sniffed it unconsciously.
A sort of……
The sweet smell of pears?
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Thank you to "Mythical Lu" for your recommendation vote.