For strategic positioning consulting firms, how to use theoretical tools and research analysis results to make a successful case is a topic that many people pay attention to. The strategic positioning cases of well-known enterprises that people talk about are also the result of using basic theoretical models and constantly adjusting and improving, which is the crystallization of the wisdom of consulting companies after their efforts.
The strategic positioning consulting industry first originated in the United States, and after years of deep cultivation of the domestic market, the Chengmei positioning team found that many domestic consulting companies are accustomed to blindly solving problems in the domestic market consulting practice by following the classic Western theory. However, due to the specific background and conditions for the formation and functioning of some advanced foreign theories and experiences in strategic consulting, if we rigidly copy the advanced theories and experiences of foreign countries and do not pay attention to integrating them with concrete reality, then we may achieve little results or even be counterproductive.
Chengmei Strategic Positioning Consulting is the first consulting company in China to implement the positioning theory into the Chinese market and achieved great success, creating a precedent for the positioning theory to be implemented in China. In addition, Chengmei Consulting has also created many big brands, and even more, it has cooperated with Chengmei many times over the years, such as Vinda, Tongwei, Pechoin, etc., which shows the high customer satisfaction of Chengmei positioning consulting services.
Take Pechoin, for example, it is one of the domestic skincare brands. In 2009, Pechoin was faced with the dilemma of whether to continue to maintain the original classic blue series as the main product, or choose to invest resources in the popular herbal skin care line that had only been launched for a year. Through a large number of competitive product research and market analysis, Chengmei suggested that Pechoin should make every effort to seize the positioning of "natural non-irritating cosmetics", and the advertising slogan was determined to be "Pechoin herbal skin care, natural and non-irritating". Today, everyone mentions that Pechoin herb is a natural and irritating cosmetics, which has been recognized by the majority of consumers.
After 5 years, Pechoin's sales in 2014 have exceeded 7.5 billion yuan, which exceeds that of Olay, a skincare brand that has been cultivated in China for 26 years. In 2020, local beauty brought good news again, with Pechoin surpassing international brands such as Olay and SKII to rise to 19th place, becoming the only Chinese brand to rank among the top 20.
With the appropriate brand positioning, Pechoin has embarked on an upward growth path for skin care and makeup brands on the global stage, and at the same time has won the public's word-of-mouth recognition in the fields of brand building and social responsibility.
In the long run, it is an irresistible grand trend for domestic brands to land in the global market, Pechoin is only the beginning of the counterattack of domestic products, and what awaits us in the future will be a new highlight era of Chinese brands.