How does Baique Ling's brand strategy make Baique Ling complete the brand counterattack?

First of all, answer what is called brand counterattack. From the most intuitive data level, Baiqueling was commissioned by Guangzhou Mei Cheng Strategic Consulting Company to do brand strategy research in 2009. After that, the sales of Baique Ling in 2009 was less than 200 million, and the sales in 20 14 exceeded 7.5 billion. In just five years, its sales exceeded Olay, a skin care brand that has been cultivated in China for 26 years.

As for how to do it, in 2009, Baique Ling fell into the dilemma of low sales. When looking for a way to break the ice, she was attracted by Wang Laoji's positioning case, found Mei Cheng, and entrusted Mei Cheng to determine the brand positioning for Baique Ling.

After a lot of investigation and analysis, Mei Cheng determined that herbal skin care is a positioning, and its positioning is natural and non-irritating cosmetics. The positioning slogan is "Baique Ling Herbal Skin Care, which is naturally non-irritating". Baiqueling Group fully accepted Mei Cheng's positioning report, and invested 654.38+0 billion yuan in TV advertisements to start promotion. At this point, using the repositioning of "herbal skin care", the first shot of "classic domestic products" was fired.

The process of counterattack is probably like this. The specific case handling process can also be found on the official website of Mei Cheng. You can study it carefully by yourself, and maybe you can gain a lot.