Pechoin

Pechoin (百雀羚) is a skin care brand of SPDC. The package of this product is often a small round iron box in yellow or blue. In 2008, it won the title of Famous Trademark of China.[1] And before that, it had already won the title of Famous Trademark of Shanghai.

Pechoin Co.,Ltd.
Native name
上海百雀羚日用化学有限公司
IndustryCosmetics
Founded1931 (1931)
Headquarters
Shanghai
,
China
Productsmake up, skin care products, etc.
Websitehttp://www.pechoin51870.com

History

In 1931, a company named FuBeiKang[2] in Shanghai introduced the formulation from Germany, and introduced Pechoin as the first generation of skin care goods in China. In the 1930s, Pechoin acquired popularity in China and sold well in Southeast Asia, too. In the 1980s, it was not only marketed on the theme of “protection”, but also for the themes of “nursing” and “nutritious”. From 2000, other related brands were developed, and Pechoin is facing fiercer competition.

Product

Body Lotion

Antipruritic moisturizing lotion (refreshing)

Antipruritic lotion (moisturizing type)

SOD honey (Vitamin Moisturizing)

SOD honey (aloe hydrate)

SOD honey (nourished by snake oil)

Hand care

Hand cream (ginseng nutrition)

Hand cream (aloe moisturizer)

Hand cream (snake oil nourishing)

Sheep oil anti-freeze and antifreeze cream

Lips care

Lip balm

Facial care

Moisturizer (nutrient type)

Moisturizer (high Moist type)

Herbal moisturizer

Skin cream (moisturizing type)

Skin cream (moisturizing)

Moisturizing nutrition cream

Vaseline moisturizer

Pechoin Vaseline moisturizer

Digital Marketing

Digital marketing is the use of digital technology to create targeted communication and achieve customer acquisition. Modern digital marketing involves web pages, databases, digital TV and other forms to implement activities aimed at retaining customers through multiple channels.[3] Pechoin's brand has existed for 87 years, so the focus of the company is on brand innovation and revitalisation strategies through digital marketing.

  • Pechoin builds brand awareness and creates space for the brand, and the company refuses to be labelled as aging.
  • Pechoin started to create series of products targeted at a different target audience and has opened new channels to differentiate consumers.
  • The company uses advertising to establish an emotional connection with consumers and to enhance the brand's popularity.

Online strategy

Digital marketing has become the company's layout strategy, and it has comprehensively reformed the five dimensions of brand, product, channel, communication and public relations. Through strategic analysis, Pechoin has positioned its brand concept in young and fashionable markets, which is more suitable for information based developments.[4]

Platform

In terms of e-commerce, Pechoin joined the Chinese e-business platform Taobao, which has been called the "Chinese Amazon" , and started to operate its e-commerce business. Additionally, the Wangchuang Technology company is the agency that operates Pechoin's Taobao e-store. For other e-commerce platforms, Pechoin will screen different types of agent operators. Additionally, Singles' Day is the largest online shopping festival in China. According to data on Singles' Day 2016, the trade index of Pechoin reached 4,787,965 customers,[5] which was the highest sales volume for a cosmetics brand. In 2017, the total sales volume reached ¥294 million, the largest sales by a cosmetics brand on Singles' Day.[6]

Official website

Pechoin has its own official website; in comparison to the other platforms, the only difference is that the official website has an "Points Redemption Shop". It is assumed that the consumer has registered an account on the official website, and regular purchases items from this website, which means that they will be awarded the corresponding number of points for this transaction. Hence, customers can exchange these points for Pechoin's products, which demonstrates the marketing approach that company has made to attract more customers to buy products through its own website.

Projects

In 2001, the company collaborated with Disney company to launch a children's care product series. The product has been qualified by the Disney company in terms of product development, technical formulation and production process. At the 75th anniversary of the company, it officially launched the "Disney Series", and invited the famous Hong Kong advertising communication company, Marco Polo, to implement a comprehensive planning and image packaging design program.[7]

Advertising

One of the methods used for marketing strategy is advertising, and Pechoin uses video and image formats to present advertising content. Pechoin published advertising in image format on various digital platforms to attract the attention of the audience and increase publicity. One of these advertisements depicts the story about the assassination of women in Shanghai during wartime, and the company promotes its products through this story in order to attract the readers' attention.[8][9] This advertisement reached over 30 million users on the WeChat platform, and the total number of exposures including other channels exceeded 100 million readers.[10]

In the video advertising mode, Pechoin exploited the unique aspects of this form of advertising and incorporated content in an advertising series that used video aimed at increasing audience awareness on the products made by Pechoin. In 2017, they distributed advertisements named ″Run!Hanmeimei″,[11] ″Four beauties are not happy″ among others.,[12] and these advertisements featured humorous content. In 2018, the company transformed its advertising style, using emotive lines to describe the charm of the brand thorough advertisements titled ″Time is the most beautiful gift″,[13] and ″You should be proud of yourself″.[14]

In regard to the investment fees, from 2012 to 2015, Pechoin advertised during the Chinese reality television singing content Voice of China for a period of four years. In 2012, the company spent a total of ¥70 million for advertising, while this figure increased to ¥153 in 2013, ¥180 million in 2014, and ¥260 million in 2015.[15]

Spokesperson

Throughout its 80 years history prior to 2010 Pechoin, had no plans to incorporate a spokesmodel in its marketing strategy; however, as the role of the spokesperson has increased in importance, it has been determined that the brand can improve its image in this manner. Resultantly, in 2011, to mark the occasion of the company's 80th anniversary, the famous Chinese singer Karen Joy Morris (莫文蔚) was invited to promote the brand. This partnership was instrumental in launching the new young fashionable image until the termination of the contract in 2015.[16] During the campaign, Karen Joy Morris' advertisement was shown on Hunan TV and Youku's platform.[17]

In March 2016, Pechoin announced that Jay Chou(周杰伦) would become the new spokesperson and contracted 36 Internet beauty bloggers for promotional activities. On 18 August, the 86th anniversary of the company, the company announced that Li Bingbing (李冰冰) would become the chief spokesperson.[18]Jay Chou and Li Bingbing filmed an advertisement and it was post on the Youku platform.[19] Additionally, Li Bingbing appeared with others at the annual event and released a new Pechoin product.[20]

In 2017, Pechoin's sub-brand Sanshenghua invited Fan Bingbing(范冰冰) to be their spokesperson, Sanshenghua designed a skincare brand for young consumers (20–35 years old), and Fan Bingbing is considered to be an idol for this younger generation. Consequently, she represented the brand.[21]

Social Media

Pechoin is a company that focuses on the use of various forms of social media platforms and digital channels to promote its products. Brands use social media to convey their presence and communicate customer relationships.[22] Sina Weibo is the primary social media platform used by Pechoin. They upload advertisements, product launches, promotional activities and themed activities on Weibo.[23] As a Chinese version of Twitter and Instagram, Weibo is the most popular social media platform in China.[24] Currently, Pechoin has more than 230,000 followers on Weibo.

News

The Chinese first lady gave Pechoin's products as a national gift to the Tanzanian Women and Development Foundation. When Peng Liyuan visited the Women and Development Foundation on March 25, 2013, she brought three gifts, including a Pechoin cosmetic gift box. Consequently, the company's products increased in popularity, leading to many customers purchasing gift sets. At the same time, the same product series became an immediate success.[25][26]

Charity activities

In 1996, four retirees wanted to afforest the Great Wall, and they contracted 1,200 acres of wasteland at their own expense and planted more than 140,000 trees. However, as the elderly people are too old in nowadays, they could not transport water as before. In addition, in 2007, fraudsters deceived the elders’ ¥300,000 in the name of management. Hence, elders had no economic resources to manage their trees.[27]

In July 2011, after learning about the touching stories of the elders, Pechoin cooperated with the China Youth Development Foundation immediately. On 18 August 2011, at the 80th Anniversary of the brand, Pechoin launched the “YongQuanxiangbao" public welfare activities, with the spokesperson Karen Joy Morris. Besides, Pechoin also authorised the e-commerce operations team to set up a particular public welfare group called “YongquanXiangbao” to help the elders achieve the green dream and launched the “YongquanXiangbao” series of public welfare activities. On 26 September, 100,000 suits of skin care products were launched on Taobao trial centre and announced that all products would sell in October, the total number of consumer sales would be given to the elders. On 10 October, Pechoin started selling products on Taobao platform and raised ¥300,000 within 50 days.[28]

gollark: I don't know if mine officially supports it or not; it seems like they *kind of* designed it as upgradeable, because there are dedicated RAM/SSD access panels, but said access panels are also really annoying to add/remove.
gollark: It was very cheap, though installing an SSD and more RAM was *annoying*.
gollark: I have an outdated business one, so I still have 4 plus a USB-C port, which is nice.
gollark: I've got a really small TPLink one somewhere. It's basically just a USB-A connector with a small bit on the end. Probably terrible speed, but meh.
gollark: There are tiny USB WiFi things, just not Intel ones.

References
  1. "【驰名商标（famous trademark of China）】-荔湾 华林易登网". Guangzhou.edeng.cn. 2011-07-09. Retrieved 2012-11-08.
  2. "50年代公私合营上海富贝康化学厂出的百雀香粉盒，品如图-价格：88元-se8082626-旧盒子-零售-中国收藏热线". 997788.com. Retrieved 2012-11-08.
  3. Wymbs, Cliff (February 20, 2011). "Digital Marketing: The Time for a New "Academic Major" Has Arrived". Journal of Marketing Education. 33 (1): 93–106. doi:10.1177/0273475310392544.
  4. Gong, Yun. "盘点百雀羚年度10大事件 除了1天卖1.45亿还有啥". www.pinguan.com. pinguan. Retrieved 15 March 2018.
  5. "Pechoin reached NO.1 (中国本土化妆品双十一逆袭 百雀羚销量蝉联第一)". www.finance.sina.com. 2017-11-15. Retrieved 11 March 2018.
  6. "294 million! (东方之美国货之光)". www.wzrb.com. Retrieved 11 March 2018.
  7. "Cosmetic brand - Pechoin (国内传统化妆品品牌成功变身—百雀羚)". www.kknews.cc.com. Retrieved 13 March 2018.
  8. "The advertising picture of Pechoins reach a length of 4 meters ( 4米长图刷屏，这个老牌国货如何靠营销逆袭?)". www.sohu.com. Retrieved 10 March 2018.
  9. "How home brands win over local customers". ShanghaiDaily.com. Retrieved 10 March 2018.
  10. "Pechoin advertising popular on Wechat platform (百雀羚神广告又来了！)". www.souhu.com. Retrieved 10 March 2018.
  11. "Run!Hanmeimei!". Youtube.com. Retrieved 10 March 2018.
  12. "Four beauties are not happy". Youtube.com. Retrieved 10 March 2018.
  13. "Time is the most beautiful gift". Youtube.com. Retrieved 10 March 2018.
  14. "You should be proud of yourself". Youtube.com. Retrieved 10 March 2018.
  15. "It's Hard to copy Pecoin's market targeting(百雀羚讲老故事找年轻市场 模式难以复制)". www.Sina.com. 2017-05-09. Retrieved 11 March 2018.
  16. "How to revitalize young people's market(百雀羚焕新记：老国货如何盘活年轻人市场)". China Value.com. Retrieved 10 March 2018.
  17. "the advertisement on TV". Youku.com.
  18. "A great rise of a national brand(百雀羚，一个民族品牌的大崛起)". www.prcfe.com. Retrieved 10 March 2018.
  19. "The advertisement of Pechoin". www.Youku.com. youku. Retrieved 15 March 2018.
  20. "Pechoin 86th annual event（百雀羚 (Pechoin) 86周年品牌盛典于上海举办，周杰伦、李冰冰、蔡依林、白百何等代言人携群星前来助阵）". Haibao.com. haibao. Retrieved 15 March 2018.
  21. "Sanshenghua invited Fan Bingbing as their spokesperson(三生花邀约国民女神范冰冰作为其代言人)". www.Sina.com. Retrieved 10 March 2018.
  22. M., Saravanakumar; T., SuganthaLakshmi (September 2012). "Social Media Marketing". Life Science Journal. 14. Retrieved 13 March 2018.
  23. "website of Pechoin Weibo". www.weibo.com. Retrieved 13 March 2018.
  24. Chen, Shaoyong; Zhang, Huanming; Lin, Min; Lv, Shuanghuan (2011). Comparison of Microblogging Service Between Sina Weibo and Twitter. Computer Science and Network Technology (ICCSNT), 2011 International Conference on. pp. 2259–2263. doi:10.1109/ICCSNT.2011.6182424. ISBN 978-1-4577-1587-7.
  25. "Pechoin become the national gift(百雀羚成"国礼"上海老字号在一夜间风靡引市民怀旧)". www.guoqing.china.com. Retrieved 11 March 2018.
  26. "Gifts present a look at today's China". Chinadaily. Retrieved 11 March 2018.
  27. "Pechoin's "Yongquanxianbao" activity for the elders". www.onlylady.com. Retrieved 12 March 2018.
  28. "The Charity is successful". rayli.com. Retrieved 12 March 2018.
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