Qiqiang advertising language

Once, the slogan "Clean, China Qiqiang" was once popular all over the country, and Qiqiang was once a household name. However, today, this old brand in the daily chemical industry has been sold by the parent company because of years of losses. 18 In September, Nanfeng Chemical, the parent company of Qiqiang Co., Ltd., issued a major asset sale announcement, selling the daily chemical assets and some other assets owned by the company to Shanxi Coking Company.

The main reason for Nanfeng Chemical Group to sell Qiqiang brand this time is that its performance has been sluggish for six consecutive years. Nanfeng Chemical Group has been a supplier of raw materials before the establishment of Qiqiang brand. The well-known raw materials of Diao brand washing powder and Nais washing powder are provided by Nanfeng Chemical Group. From 65438 to 0992, Nanfeng Chemical began to set foot in the field of daily chemical products because it didn't want to "make products" for others.

There is no room for bargaining.

At 1995, the group launched Qiqiang washing powder, which was a great success. Since then, Qiqiang has been the national sales champion for three consecutive years, and its market share once exceeded 20%. However, with the intensification of competition in the field of daily chemicals, Qiqiang began to slide to the edge, and Nanfeng Chemical Group was also affected. In 2009 and 20 10, the company's net profit suffered losses.

Faced with powerful upstream raw material suppliers, daily chemical enterprises have almost no bargaining space, which leads to rising production costs. In addition, these two decades are in the era of the fastest economic development in China, which makes the labor cost rise rapidly. In the market where big brands were blocked and low-priced cottage products were challenged, Qiqiang faced an increasingly harsh living environment.

Refer to the above content: Baidu Encyclopedia-Qiqiang