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撬动任何市场,都需要一个大的引爆点,或是若干个小的但有关联的引爆点。洗衣液是近年新崛起的日化新品类,随着安利等外资直销品牌把洗衣液带进中国,洗衣液市场开始快速萌芽,蓝月亮等靠洗手液起家的本土企业嗅到了商机,迅速抢占了这片蓝海。此后洗衣液在洗涤日用品中的比例迅速增长,而洗衣粉等产品份额不断下降,此消彼长间,折射出洗衣液市场的强烈爆发。特别是随着2012年《我是歌手》节目的热播,赞助商立白把“洗衣液”变成了网络热词,知名度迅速蹿升。
Leveraging any market needs a big tipping point, or a number of small but associated tipping points. Laundry liquid is a new rising category of new products in recent years, with Amway and other foreign direct selling brands to bring liquid laundry detergent into China, the liquid laundry detergent market has begun to sprout, Blue Moon and other local businesses started by hand sanitizer smell the business quickly seized This blue ocean. Since then the proportion of laundry detergent in the daily necessities of the rapid increase, while the share of detergents and other products continue to decline, the shift, reflecting the strong liquid laundry detergent market. Especially with the 2012 “I am a singer” program hit, sponsors Li Bai “liquid detergent ” into a network of hot words, the popularity rose rapidly.