Brand Upgrade Helps Lafang Leap

The development of Lafang Group is not the same as sticking to the rules. It is precisely through the upgrading of several major brands under the guidance of the “multi-brand development” strategy that they have contributed to Lafang’s leap today. This can be said to be an innovative spirit; but the era is developing, the market is changing, and the major brands under the Lafang Group are also making changes to adapt to the rules of "survival of the fittest." This is what Lafang is asking for.

The year 2010 is a landmark year in the history of Lafang. In addition to further deepening reforms in the company's management, corporate culture and other aspects, the upgrading of major brands is also a symbol of this year's landmark work. The upgrading of the brand is not only a forward-looking positioning of the product itself, but also a prediction of market trends and consumer demand.

Lafang: Lafang 10 years, become more beautiful "Lafang" brand has always been the flagship brand of Lafang Group. Its products mainly include shampoo, and it also covers shower gel, soap and hairdressing products. It is the initial understanding of consumers. "Lafang" the first brand. From “Love Life, Love Lafang” to “La Fang Create Beauty in Chinese Hair”, in 2010, Lafang launched a new slogan “Lafang Ten Years, Become More Beautiful”, even though these slogans are not just for pulling The meaning of Fang Brand's interpretation - they also represent the development of Lafang Group's corporate footprint - but it properly combines the cultural connotation of Lafang Group and the brand concept of Lafang Brand appealing to consumers. In this year, the Lafang brand has improved both in product appearance and R&D technology, and truly realized “becoming more beautiful”.

In 2010, Lafang brand developed and integrated a new product for AB channel. Its product concept, packaging design, product quality, price positioning, promotion and promotion are all based on the characteristics of AB channel consumer groups, aiming to fully create Lafang. The competitiveness of the brand's products in the Super League makes the Lafang brand more deeply rooted. At the same time, the launch of a new brand image spokesperson - Hong Kong supermodel Fu Jiali, Fu Jiali's pure and beautiful image and unique temperament has injected a more fashionable and young element into the Lafang brand, making the Lafang brand still alive after ten years of experience. And vitality.

In order to cater for the upgrading of the Lafang brand this year, the Group invites leading domestic cross-border designers to tailor-make new brand LOGOs and product packaging for Lafang, allowing Lafang to display new products in this year. The appearance is more pleasing; at the same time, 10 cross-border artists are invited to design 10 limited edition commemorative products for the Lafang brand, broadening the concept of the brand together with the “10th Anniversary” elements to jointly interpret the new concepts. The innovative nutrition inclusion technology further enhances the internal quality of Lafang products, allowing consumers to experience the new image and experience of Lafang products.

Yu Jie: A new generation of anti-dandruff selection Yu Jie brand is the flagship brand launched by Lafang Group. The rain interprets youthful vitality as if it were fresh after the rain; cleanliness, interpretation of hair without any crumbs, unlimited freshness and cleanliness. Yu Jie highlights the professional, dynamic and romantic brand personality. The target audience is mainly focused on young people seeking fashion and individuality, and sticks to the core interests of “Scars Shining” to share the secrets of hair with consumers.

In 2010, the newly upgraded Yu Jie products added a new generation of anti-dandruff formula BPT and VH nutrient essence, make the anti-dandruff effect even better on the premise of not drying, and make hair more vivid. At the same time, South Korea's popular star Liu Hena was selected to perform the debut of Yu Jie's new advertisement, and Liu He's star charm was used to demonstrate Yu Jie's no-shine sparkle and dynamic vitality. In the same year, Yujie launched the new LOGO, which gave the brand new meanings. The circulation channels, AB channels and KA channels were all replaced by three sets of products, bringing consumers more of Yu Jie's “new generation” of anti-dandruff power. !

It is reported that on the basis of this year, 2011 will be a crucial year for Yujie to achieve a second leap in its brand image. The Group invites top French design companies to participate in Yu Jie’s brand image upgrade project and assist Yujie brand image to realize more. System more comprehensive upgrade transformation. At the same time, in the coming time, it will cooperate with several well-known companies to promote more online Yu Jie online activities through the Internet platform, and plans to develop a couple version of the Yu Jie terminal product, showing Yu Jie’s “romantic” elements through the product. .

Shengfeng: Cool Shuang Love Challenge “Shengfeng” is a brand of Lafang Group focused on oral care. The products are toothpaste-based and pursue the challenge of challenging and innovative brand. “Shengfeng” uses advanced oral care technology and uses a unique fresh breath formula to provide refreshing toothpastes with different functions and different tastes. It can fully protect the oral health of consumers while also providing fresh breath.

In 2010, Shengfeng brand developed and integrated a set of toothpaste products for AB channel. Its product concept, packaging design, etc. are based on the characteristics of the consumer groups in the channel, and further build the product competitiveness of Shengfeng brand toothpaste in the AB channel. Following the changes and development of the market, when it was keenly aware that “anti-sensitive” would become a hot spot in the toothpaste market, the Shengfeng brand launched a “fresh anti-sensitive toothpaste” in time to meet the needs of consumers.

Product structure innovations, including ice tea refreshing series, refreshing health series and the corresponding KA terminal products are all upgraded, adding a brand new refreshing formula “COOLMAX cool refreshing mouth cleanser” to give consumers an unprecedented brushing experience; The brand new packaging design and the newly launched new advertisements will fully interpret the brand's connotation of “Shuangshen Love Challenge” to all consumers.

Funchun: Proposes mild skin care, "bright" meaning colorful, prosperous; "pure" meaning pure, natural. "Benevolence" symbolizes "a colorful life and pure and healthy skin feel". As a leading skin care brand advocating mild skin care, “Pure Pure” has always believed that the power from nature can give the best care to the skin. Therefore, it is committed to using technology to create nature's natural plant essences that are highly efficient, natural and gentle. Skin care products.

In 2010, the Group reorganized and planned the Binchun brand, deepened its brand connotation, enhanced its brand image, and strengthened its end-to-end promotional activities. A series of actions only created a brand new Binchun brand. In terms of product strategy, the low-end nectar series was cancelled this year, and the Saussurea series was upgraded and redesigned, and developed the Saussurea series of summer products in conjunction with changes in the market and consumer demand; plans to develop new series of products for super-channels, Plant whitening series for upgrading and revising KA channels. The aim is to transform the brand image of the Binchun brand in the past to the seasonal and large-scale circulation of skin care products, and to enhance the value and influence of the Binchun brand.

In terms of promotion strategy, this year's Brun pure brand pays more attention to the design and image construction of print promotion and the promotion of related theme activities, and emphasizes the communication of brand concepts such as “safety, flora, mild and effective skin care” in consumer communication. , gradually create a personalized, dynamic, cost-effective brand image.