What's the difference between An Le and An Er Le?

Classification: Medical/Disease >> Gynecology and Obstetrics

Problem description:

What's the difference between An Le and An Er Le?

Analysis:

So far, in the feminine hygiene products industry, Anerle produced by Hengan Group is the only winner of China's well-known trademark, and its market share has remained the first in China for many years.

Hengan Group implements multi-brand strategy, and sanitary napkins have two brands: Anle and Anerle. As products with different market backgrounds, these two brands occupy different market shares.

As one of the enterprises with brand awareness from the beginning, Hengan registered the trademark "Anle" when it founded and started to produce sanitary napkins in 1985. After experiencing the initial difficulties, "Anle" ushered in the harvest period of the market: it occupied 40% of the domestic market share of sanitary napkins. It is said that at rush hour 1993, people waiting for delivery with cash lined up. However, Hengan has already sensed the upcoming market changes at this time. They made a decisive decision, invested nearly 100 million yuan at one time, introduced the world-class high-grade butterfly wing sanitary napkin production line, and launched the replacement product "Anerle", taking the lead in entering the middle and high-end market. When Anerle was launched, it registered dozens of peripheral protection trademarks.

Facts proved the correctness of the original decision. After a short period of short supply, the low-end market quickly showed a pattern of intensified competition and overcapacity. Under the increasing pressure of production enterprises, Anle's market share is declining year by year. At this time, because Hengan's leading brand has smoothly transitioned to "Anerle", Hengan has been able to avoid indiscriminate killing in the low-end market, which has supported the profitability and steady development for several years.

From "happiness" to "Anerle", Hengan people have established an understanding of the brand life cycle: every brand is an organic life, including the process of growth, maturity and aging. Brand is not eternal. Only under the premise of ensuring quality and constantly developing new products that meet the needs of consumers can the brand be progressive and extensible, otherwise it will be eliminated by the market.

The market positioning of Anle and Anerle also follows strict and clear consumer segmentation, and realizes brand segmentation on the basis of market segmentation: "Anle", which started from Hengan, has not disappeared from the market, and the brand highlights the image of tenderness, thoughtfulness, kindness and credibility; "Anerle" strives to highlight the brand connotation of modernity, fashion and health.

It can be said that although Anle and Anerle both follow the same brand core value of "caring for women's health" and have carried out a series of marketing and public welfare activities around this main line, the markets of Anle and Anerle do not overlap. This is not only because of the different price and functional factors, but more importantly, through different brand demands, different brand personalities and brand propositions are created, which leads to the differences in consumers' psychological feelings, and finally leads to the division of consumer groups and the clear definition of consumers. Brand positioning has become a process of locking target consumers and establishing distinctive differentiated competitive advantages and positions in the minds of target consumers; It is also the process of docking the advantages and characteristics of the brand with the psychological needs of the target consumers.

With the passage of time and the intensification of competition in the high-end market of sanitary napkins, Hengan realized that "Anerle", as an early intervener in the high-end market, must inject new connotations into it to ensure the vitality of the brand.

After careful research, Hengan launched the sub-brand "Seven Dimensions" of "Anerle". Its pursuit of "detail perfectionism" clearly subdivides young consumers, and highlights the charm and taste of modern women with its unique "thinness" and gentleness. This improved new product not only caters to the new demands of consumers in function and occupies a new market share, but also promotes the renewal of the overall brand image of Anerle through the all-round integration of brand communication and operation.

Editor's note:

For Heng 'an FMCG industry, "consumer first" is not just a slogan, but almost all the reasons for survival. As the former CEO of Procter & Gamble said, "All products of Procter & Gamble have to go through two key tests: one is when consumers shop in the store, and the other is when consumers actually use them at home. In order to withstand these two tests, how can we not do everything possible to strengthen contact with consumers? "

A product is like this, and a brand is even more so. Of course, we must first meet people's basic quality requirements for products. At this point, Hengan, as a whole corporate brand, has set up an image to reassure consumers. However, at a higher level, a brand has to undergo more complicated tests such as market competition, the passage of time and the psychological changes of consumers. In the market economy, starting early does not mean that you are the leader of the industry, and old qualifications sometimes become the burden of brand image. Brand is not only a specific name, symbol or design, but also a carrier to convey the functions and emotional interests that consumers are concerned about. Only by constantly innovating, constantly exploring consumers' wishes and needs, and constantly injecting culture and personality into themselves, is the brand's "road to constant security."