艺术学人,双语阅读亚洲必赢官网app(:

亚洲必赢官网app( 3

艺术学人,双语阅读亚洲必赢官网app(:

亚洲必赢官网app( 1

om2300″>

括号里的是注脚,不是原著

An army of Chineseshoppers dictates the fate of Australian brands

(中华夏族民共和国代购大军说了算着澳大里昂联邦(Commonwealth of Australia)品牌的运气,很欣赏医学人的这种戏谑风格,an
army of)

亚洲必赢官网app( 2

How firms Down Undercame toembrace daigou

(embrace 用法)

THE first daigou, meaning someone who makes purchases on another’s
behalf, were Chinese students studying abroad, whohauleddesirable
products home on behalf of family and friends. Adding a commission
helped them pay their tuition fees. The spread of social-networking apps
such as WeChat, China’s most popular, brought the business online.
Daigou could then offer their services to friends of friends, and
promote items they thought might appeal to their network. But whereas
daigou in America and Europeprocure mainly luxury goods for their
customers—a function of high Chinese tariffs—in Australia they buy
mainly vitamins, food and beauty products.And whereas luxury brands see
daigou as a menace, undercutting sales in China, Australian firms have
come to embrace them.

(haul:to pull or drag something with effort

亚洲代购的都是富华品,澳大奥马哈新西兰代购则是一对泛酸、食物和保护皮肤品)

There are perhaps 50,000 daigou, stalking the aisles of Australian shops
and periodically stripping them bare.The small fry alone post 60,000
parcels to China every day. The biggest have grown into organised export
businesses which funnel goods through China’s free-trade zones. Express
delivery services to China haveproliferated, and some 1,500 stores in
Australiacater mainly to daigou. One such chain, AuMake, recently listed
on the Australian Securities Exchange. Its bilingual sales staff can
arrange for a purchase to be posted to China as soon as it has been rung
up.

(澳大金沙萨5万中夏族民共和国代购大军!

stalking 和 stripping 这里用的超级妙,学起来

proliferate: to increase in nummber or amount quickly

cater to:  那几个用法记起来)



The appeal for the customers is simple: the products daigou post are
guaranteed to be genuine. After Chinese firms were found to have been
selling contaminated milk powder in 2008, many anxious Chinese parents
turned to foreign brands.But websites peddling foreign goods are riddled
with counterfeits, while Chinese shops charge a fortune for the real
thing.

(peddle:to sell something usually in small amounts and often by
travelling to different places

riddle: to fill with something that is bad or unpleasant)



The odd sales channel works for companies, too. Daigou allow young
Australian firms to build their brands in China much more cheaply and
easily than if they tried to market their products directly, argues
Keong Chan, the chairman of AuMake. A firm called the a2 Milk Company
doubled its profit in the year to June thanks tosoaring Chinese demand.
Daigou account for more of those sales than Chinese retailers or
e-commerce sites, according to Peter Nathan, who heads its Asia-Pacific
unit. Businesses fall over themselves to win the favour of the most
influential daigou, offering discounts and Chinese marketing materials.
“It’s like having a 50,000-strong sales force,” says Andrew Cohen, chief
executive of Bellamy’s, a listed manufacturer of infant formula.

(多少个澳大克赖斯特彻奇盛名代购牌子:A2奶粉和Bella丁美洲Bellamy)

Bellamy’s learned the hard way. It used to worry aboutentrustingso
important a market tosquads of anonymous intermediaries. Daigou had
earned a bad press in Australiaforcreating shortages of certain goods
andforfailing to pay tax on their commissions. Worse, the Chinese
authorities began talking last year about demanding import duties on
personal packages, a move that the firm feared might undermine sales
through daigou.

entrust: to give someone the responsibility of doing something or of
caring for someone or something

squad: a group of people who are involved in a particular activity

So Bellamy’s decided to funnel its wares to Chinese retailers and
e-tailers, who in turn offered big discounts to customers, undercutting
the daigou.This approach backfired completely, as daigou abandoned
Bellamy’s products.Salesplunged. The firm’s share price collapsed;heads
rolled. Bellamy’s recently cut back sales to other distributors,
restoring daigou to prime position once again.

(plunge: to fall or drop suddenly in amount,value etc.  =plummet

亚洲必赢官网app( ,Bella丁美洲想砍掉代购那个不典型的水渠,惹怒了代购们,然后销量大减后又重新把代购放回最要紧的行销门路)



亚洲必赢官网app( 3

艺术学人,双语阅读亚洲必赢官网app(:。那篇小说的蓝思值是在1100-1200L,
适合罗马尼亚语专门的学问大三的品位学习,应该是历史学人里属于最简便易行的一列。

从2015年上马使用kindle陆陆续续地读《医学人》两年,发掘从一齐头磕磕碰境遇最近比较顺遂地读完,进步十分的多,推荐买入!亚马逊(Amazon)官方网站链接点这里,单反穷三代,kindle富毕生!

http://www.slideshare.net/JiahaoYang2/pampers-marketing-plan

Asians are known the world over as being “good at math.” This is a
stereotype perpetuated by popular culture in the West. But is there some
truth to it? Yes, as it turns out. I can say that in daily life, Chinese
people do more math than their American counterparts. In fact, one can
even say daily life in China is an ongoing math test. Right off the top
of my head, I can think of three examples, starting with shopping in
China’s capital.

Dave Schoch has one of the toughest jobs at Ford Motor Co.: catching the
competition in the world’s biggest car market.

Introduction and History of Pampers in China

欧洲人比其余地域的人更“精于算数”,这种影象在净土世界家谕户晓,但这是事实吧?没有错,事实真的这样。能够如此说,常常生活中中华夏族民共和国人比西班牙人做更加多算数。在炎黄的生存就像出席一场数学测量试验,作者立刻就足以想到三个例证,先拿在京城购物来讲呢。

When Schoch arrived in China 13 years ago, the government was building
eight-lane freeways in major cities, but bicyclists and pedestrians
still filled the streets. The Chinese were buying fewer than 2 million
cars and trucks each year, a fraction of the 14.4 million sold in 2000
in the U.S.

In 1998, P&G entered the diaper market of China. During that time, most
parents in China were not accustomed to use diaper for their babies.
Instead they tended to use split pants, which is a kind of pants with a
crack at the part of hip. Plastic and paper diaper was rare in that
period.

When you walk into any department store in Beijing, chances are there is
a sale going on. You will see signs with a single digit number and the
Chinese character zhe prominently displayed next to products that are on
sale. Experienced shoppers can jump to the conclusion that 7 zhe must
mean 70% discount. Alas, the Chinese system encourages shoppers to go
one extra step in calculating their discount: i.e., 7 zhe means you pay
70 percent, resulting in a 30 percent discount. Some adults in the West
couldn’t do this simple math in their heads. Because, why would you need
to? We left all that behind in elementary school.

When he returned to China last year, Schoch was stunned. The freeways
were choked with cars, from inexpensive, Chinese-made Wuling minivans to
Mercedes-Benz sedans. The red-hot Chinese economy had more than doubled
annual wages, giving millions of people the money to buy a first vehicle
or move up to a luxury brand.

In order to develop a disposable diaper market in China, P&G decided to
introduce a kind of diaper which is of cheaper price with an inferior
quality of their origin product. They innocently regarded Chinese
consumers as bargainers with all their purchases. This wrong position of
the diaper made the first step of Pampers in China a really tough step.
To most of the parents in China, the cloth and split pants which has
been used for hundreds of years seems still worked well in 20th century.
It is unnecessary to change it into a diaper. As for the emerging
middle-class parents, they tended to make their purchase decisions based
on what it best for their only child rather than what is cheaper. They
wer premium quality seeker. It was clear Pampers diapers did not
satisfied their needs. Pamper was just some irritating plastic in their
eyes. Although the usage of diaper kept growing slowly, the huge market
is still a sleeping market.

进到北京其他一家超级市场,你也许都拜见到厂商在搞优惠活动,商品旁边贴着醒指标降价品牌,上边会有数字和叁当中华夏族民共和国汉字“折”。平日购物的顾客或者草率地以为7折也正是有70%的折扣。唉,中夏族民共和国这种巨惠措施使得花费者在测算折扣的时候多了一步,比如说7折就是支付十分之八,也正是十分二的折扣。有个别西方人就不会做那类轻松的加减,有不可或缺吗?他们一度把那一点知识还给小学数学老师了。

“Things turned upside-down,” says Schoch, who was named head of Ford’s
Asia Pacific operations in the fall. “You have to be here and experience
it to believe what has happened in the last decade.”

In 2006, Pampers product quality was revised and they came up with
softer and more absorbent diapers by developing more efficient
technology platforms and even moved manufacturing operations to China in
order to eliminate shipping costs. At that period the diaper market was
still a little market compared to the huge population of China.

Another example is the loyalty card, or membership card, offered by
retailers, dentists, hair salons and massage parlors, just to name a
few. But signing up requires you to do math quickly in your head. The
more you spend up front, the bigger the discounts, a not uncommon sales
strategy. But commit at your own risk. If that business suddenly decides
to close its doors, you will not be refunded, nor will you even be
notified.

Last year, Chinese consumers bought 19 million cars and trucks — 5
million more than consumers in the U.S. Ford’s share of those sales was
just 3 percent. Years of corporate chaos and financial trouble slowed
Ford’s entry into China as its rivals gained a foothold. Together,
General Motors and Volkswagen control a third of China’s market.

In 2007, Pampers tries again. But this time, they started by following
the basics principles of a marketing strategy: Research and (only then)
Development.

另叁个例子就是在商家、牙医诊所、理发店或然推拿院等地点办理的积分卡。当您注册会员也要求快捷地一个钱打二十两个结,花的钱越来越多得到的折扣就更多,那是一种常见的出售战略。可是相同的时候也要承担风险,譬如集团忽地关门停业,你连退款都拿不到,以至对此毫不知情。

But the race is far from over. China is still a country where just 58
out of every 1,000 people own cars. In the U.S., that number is closer
to 800.

They realized that if they wanted to convince the Chinese consumer to
buy Pampers diapers rather than to continue using spilt pants, they had
to find what else Chinese parents needed.

Shopping for groceries was among the challenges we first encountered in
Beijing. Trying to buy milk and yogurt at the local supermarket almost
turned into an international incident when, upon seeing all the past
expired dates marked on packages throughout the entire dairy section, I
demanded to see a manager and tried to bring it to his attention. In
vain, of course, as the language barrier prevented us from communicating
effectively. Later, a friend explained that those were production dates,
not expiration dates, as I had assumed. She also showed me where they
helpfully printed the shelf life of each product. So, to put it in
American terms, production date+shelf life= expiration date. Again, they
are encouraging shoppers to do math.

Every year, tens of millions of Chinese are reaching the income
threshold they need to buy a car, Schoch says. Many analysts predict
annual sales in China of 30 million by 2020, almost double the U.S.
forecast of 17 million. It’s up to Schoch to ensure Ford gets a big
chunk of that phenomenal growth.

P&G launched an in-depth research on the Chinese consumers, it turned
out that their need was pretty simple: More Sleep. A universal need that
any mother long for during the first years of having a baby, and an even
more interesting fact came out of this in-depth research:  Mothers
concern about the quality of their baby’s sleep and its impact on their
future cognitive development, because of the one-child policy the
parents are concerned with their child academic achievement as the
Chinese society became more and more competitive.

在京城的店肆购物也是咱们初到巴黎市蒙受的挑战之一,逛超级市场时还少了一些酿造一齐“国际事故”。当时大家想买点牛奶和酸酸乳,却发现全体奶制品区餐品包装上的日期已经晚点了,小编须要见老董向对方反映难题。当然,因为语言障碍大家从没高达有效交流,白费了马力。后来有心上人释疑说,那么些是生产日期并不是本人认为的到期日,她还告知小编厂商贴心地把每件货品的保质期印在哪。所以依照United States的知道,正是生产日期+有效期=到期日。他们又在鼓励花费者做算数了。

“I go home each night thinking, ‘Have I really tried to move the needle?
Are we moving the organization fast enough to take advantage of this?
Because I really think we have a golden opportunity here,” he says.

After commissioning the Beijing Children’s Sleep Research Center for a
study on how Pampers helped babies sleep better, they came out with the
results that baby’s wearing Pampers diapers can fall asleep 30 percent
faster, sleep an extra 30 minutes, and have 50 percent less sleep
disruption through the night.

Newcomers to China will no doubt be confused about this system, which
nobody here seems to think twice about. But as an American, it was all
very taxing until I got clued in. I often felt put out that I had to be
doing math when I simply wanted to buy stuff. But now that I’ve been
here a while, I see the wisdom of such a system. Could it be how Chinese
people stay sharp into old age? After all, using your brain with word
games and riddles are believed to be countermeasures against the onset
of Alzheimer’s disease and other age-related ailments. It appears that
in China, they’ve incorporated into ordinary daily life a brilliant
system where nobody forgets their early math lessons.

Ford wants to double its Chinese market share to 6 percent by 2015. To
make that happen, the company is launching six new vehicles in China
this year, including two small SUVs called the Kuga and the EcoSport,
the Mondeo midsize sedan and the Explorer SUV, which is exported from
Chicago. The Lincoln luxury brand will arrive next year.

Pampers then rethought its whole communication strategy and launched its
“Golden Sleep” campaign.

刚来中华的人料定会被这种逻辑弄晕,而中夏族民共和国人却一度是家常便饭了。作为三个意大利人,作者费了非常大劲儿技巧弄领悟。小编临时以为,自个儿只是想买点东西,却要做算数,真是不爽。但在这儿呆了一段时间,未来自家才察觉这种系统的灵性所在。那会不会就是炎白人固然走入古稀之年还可以维持观念敏捷的门槛呢?毕竟动动脑子做文字和猜谜游戏能卓有作用对抗天命之年表皮囊肿以及别的与年龄相关的毛病。而在华夏,他们将这种聪明的连串渗透到平常生活中,学到的数学知识总是不会荒凉。

To meet its goals, the company has undertaken its most ambitious growth
since Ford went on a postwar building spree in Michigan 60 years ago.

The aim of the “Golden Sleep” campaign was to frame Pampers as a product
to improve the quality sleep of babies by communicating the “scientific”
data results from the Sleep Research Center.

Ford is spending $5 billion to build five plants — including three
assembly plants, an engine plant and a transmission plant — that will
more than double its Chinese production capacity to 1.7 million vehicles
by 2015.

The campaign on Pampers Chinese web site focused on encouraging mothers
to see by themselves the positive effect Pampers diapers had on their
babies sleep by launching a Sleep Tracker that allowed parents to
monitor their baby’s’ sleeping patterns and then asked them to post
pictures of their sleeping baby on the website that would be
incorporated later on into the largest photomontage ever-made and the
goal was to make it into the Guinness World Record.

“They used to be laggard, cautious. But now they’re all in,” says
Michael Dunne, president of the automotive consulting group Dunne and
Co. in Hong Kong. “They are saying, ‘We have confidence in the China
market. We have confidence in our products. We can win here.’ ”

This time, Pampers got a glorious victory. Instead of offering
convenience and affordable product, Pampers successfully met a deeper
need and educated Chinese mothers about the benefits of longer
uninterrupted sleep for their baby’s cognitive development. P&G also
take care and involved babies’ mothers in the product experience. This
helped pampers walk through the barrier of tradition.

Ford sold a company record 407,721 vehicles in China in the first six
months of this year. But that was only a quarter of the vehicles GM
sold. Volkswagen has six brands aimed at every type of buyer in the vast
Chinese market, from the cheap Skoda to the ultraluxury Bentley. Until
Lincoln arrives, Ford has just one.

Pampers’ sale boomed 50 percent in the first year of the campaign. The
diaper market in China also suffered a boom. Till 2010, P&G took up
42.7% percent of the 3 billion diaper market in China.

There are other obstacles. Ford cars are expensive. In a market where 70
percent of vehicles sold cost less than $14,500, Ford’s cheapest car is
the Fiesta, which starts at $13,300. The Explorer starts around $80,000
thanks to a 25 percent import duty and other taxes.

However, in 2010, Pampers began to meet the tough challenge from
competitors. This time, the wind comes from the east. In Japan, Kao’s
product Merries holds a reputation as being especially gentle on babies’
skin. This helped it take a large part of Japanese market. This time the
quality conquered the Chinese customers again. From 2010 till now Kao’s
sale go up like a rocket. Its market share triple from 2010 to 2015, and
trend seems will not stop in a while.

Ford’s development costs also are steep compared with competitors’
because it still does much of the research and design for Chinese
vehicles at its headquarters in Dearborn, Mich., where costs are
relatively high. Ford hopes to double its technical workforce in Nanjing
to 1,500 people by 2015; GM already employs more than 2,000 people at
its technical center in Shanghai.

Another Japanese Producer Unicharm, which is the leading diaper producer
in Japan also have a steady growth another important fact is that
Unicharm have owned distributors in more than 1500 cities in China the
number was less than 500 in 2010.

Another interesting fact is the loss of sales of Pampers is not only
from the Diaper produced in China. In fact the diaper import from Japan
to China is growing crazily. This even causes a shortage of diaper in
Japan of special brand. In fact, the sale of Merries also improves
greatly in Japan. However most of the sales growth attributed to the
customers in China.

Pampers is suffering a hard time with constant sales loss.  From the
peak(near 45 percent) to now about 36 percent of market share.
Especially in the area of high end-diaper which is taking a bigger and
bigger market share. Pampers has a weak performance with its Japanese
Competitors.

 Marketing Plan

The whole plan is divided into 4 parts and in every part, it will make
an analysis of its point based on the traditional 4P’s theory, and then
transfer it to our recommendation which is based on the new 4C’s theory

Part 1: Product vs Customer

The biggest mistake that P&G made is that it targeted the wrong consumer
group. The old Pampers were made in China, had good but not top quality,
and targeted on moms in general. They thought that all moms would buy
Pampers for their children because it’s a big brand and they made good
products. However, they were stuck in between the middle-class and
lower-class market. The middle-class consumers want to get the best for
their children. They want the top quality product and they deeply aware
that the “made in China” label equals inferior goods. So they turn to
the import diapers like Kao’s from Japan. Old Pampers clearly didn’t
match their needs. Also, the lower-class consumers are mostly
price-sensitive people, price is their first concern. In this market,
there are already many local Chinese Brands there. The diapers they
produce seems no difference to P&G and other big brands’ diapers in the
lower-class’s eyes. So they went for the cheap Chinese diapers, P&G
failed to grab this market as well. It turn out that it got stuck in
between the middle-class and lower-class. So now, our suggestion for the
new premium diaper’s positioning is that it should focus on the new
middle-class ladies, who are willing to pay for their children,to get
the best for them and favor foreign brands. First because of the
popularity of diapers usage differs a lot from middle-class family to
lower-class family. Among middle-class families who live in the big
cities in China, statistics shows that more than 80% of them would buy
diapers for their children. However, as for the lower-class people who
live in rural areas of China, the diaper usage rate is lower than 15%.
Despite as many as 78% of the total population in China are lower-class
while about 20% are middle-class, the diaper market in lower-class is
still really small. Moreover the lower-class consumers are the consumer
group with the least purchase power. With all the cheap local Chinese
brands competing there, that is really a small but fierce market. The
effort of striving into this market far outweigh the output it may get
in the end. So for a international big brand like P&G, with its new
premium diapers, should totally focus on the middle-class market. As for
the lower-class people, a small group of them may turn into middle-class
in the future. Although now they are not so important, for the long term
benefit of the company, we should still advertise on them so that P&G
pampers diaper would become their first choice when they become
middle-class. Here the emphasis should be put on the P&G brand instead
of just the product itself. Because when they start to change the level
of everything they buy, what goes in their mind first would be a big
brand of many products instead of single dispersed products. Brand
strategy is much better than product promotion here in order to get in
their mind.

Part 2: Price vs Cost

Although we used to think that the customers of China more concerned
about price, however as the economic developed and the income grows, we
find that when it comes to children,the parents seems like does not mind
the price, instead what they actually mind is the cost. That’s to say,
they want to the product worth the price.

As you can see from the chart, the sales of diapers grows as the captia
GDP grows and the speed is much faster than the capita gross domestic
production, especially in 2013 and 2014.

Actually,from 2009 to 2014, the sales of diapers in China grew from 10
billion to 30 billion, that’s nearly tripled, while the captia GDP grew
from 30000 yuan to about 40000 yuan, also much more faster than the
income. In this way it shows that the parents is willing  to invest and
pay more on their kids.

Also, we think that the social structure of modern China have influence
on this. Due to the family planning and the fertility desire
decline,there are fewer number of child for per family; thus the average
resource of per kids have increase.That enables them to invest and pay
more on their children. In this way, the parents are more willing to buy
something with higher quality; they not only concentrate on the price
but also the cost.

As all we was concerned above, we suggest that the Pampers may focus on
the the middle-high level market. The middle-high level markets focus on
those customers who want their babies live in high quality, just like
Japanese brand Kao which grew rapidly and become one of the Pampers’
competitors  in recent year. To achieve this, the Pampers may need to
emphasize the new products and its quality such as 100% chemical
additive free and can prevent skin disease like miliaria in the
advertisements. And the price should be higher than the average 1.5 yuan
per piece and be located at around 2 yuan per piece; higher than the
locally produce Kao, but lower than the Japanese Kao which is around 3
Yuan.

Part 3: Promotion vs Communication

Official website’s slogan: Care, Sleep well, Play freely. We care
mothers from pregnant to raising children.

Creativity (some attributes different from other brand)

1, Ultrathin, dry and comfortable.

2, Cartoon sponsor “little elephant named pamper” which makes the diaper
more cute.

3, Babies can wear the diaper all the night and mothers don’t need to
change another diaper for babies.

4, Create a growth club for new babies’ mother to join in. And to
provide specialist to answer questions about children’s care.

Marketing activities in China

1, In June 10th 2007, the carnival “growth journey of Pampers” was
launched. This activity mainly conveyed the awareness of better infant
care to mothers’ group.

2, In August 2007, Pampers support a disaster area to reconstruct its
living area and devoted 114 thousand dollars to them.

3, In April 2010, Pampers broke a Guinness Record. The officials of
Pampers collected 105196 pieces of baby’s sleeping photos. Then they
combined these photos to create a worlds’ biggest mosaic picture which
was 33 meters long and 20 meters wide.

Pampers use activities to appeal to customers’ eyes to bring the
awareness to customers. So what about other company like KAO.

What’s KAO had done that’s different from Pampers? In other words, in
terms of selling what’s the biggest characteristic of KAO?

Actually, KAO did little in advertisements and promotions. KAO
concentrates in improving the quality of the diaper. In 2014, in terms
of one piece of diaper, the price of KAO is 30% higher than Pampers.

Secondly, there are two kinds of KAO’s diaper in Chinese market. The
first one is the diaper invented in China by Chinese local factory. The
second one is invented by Japanese local factory. However, the quality
of the former one is no worse than the latter one. But the customers did
many to distinguish two products. Because Japanese factory is well-known
for its precision and high quality.

One thing KAO did was to corporate with the biggest Chinese E-commerce
online shop-TMALL. In Oct 13th 2015, KAO signed an agreement with TMALL.
In this agreement, KAO admitted to sell its diapers which were invented
by Japanese local factory. This activity was highly welcomed by many
Chinese mothers’ group. Because they won’t worry about buying the fake
product.

This case indicates the importance of selling channel. The appropriate
selling channel can truly decrease the customers’ cost of buying the
fake products and also increase sales.

What to do to react to market share lost and sales lost in the aspect of
promotion and communication.

As indicated in the former part of this marketing plan, Pampers also
build its own Japanese local factory. After pampers released a new
Japanese brand diaper, Pampers also did some promotion activities to
advertise its new product and new factory.

Pampers’ factory in Japan invited a well-known star who is also a new
baby’s mother to visit its factory. They experienced the quality and
technology of new pampers’ products. After that the star said “I have
never thought that a simple diaper is produced by a so high-precise
machine.” And they also did some experiments to test the quality of the
diaper.

This case tells us that Pamper wants to communicate with mothers’ group
and want to show that Pampers also has the ability to produce the high
quality product like KAO. The workers, machines and philosophy of high
quality can also be used by Pampers.

Suggestions are as followed:

  1. Improving the policy of returning goods.

Especially in China, P&G hold a narrow and strict policy to customers in
returning goods. Companies like Apple and Samsung, scandals about unfair
policy both broke out in Chinese market. Then the scandals were widely
propagated by official press which hurt the companies greatly. P&G also
hold the same policy to treat Chinese consumers. This is why? Firstly,
the education level of Chinese customers is not so high. That is to say,
if Pampers hold the same policy of returning goods as in America,
Pampers would suffer a lot by vexatious customers. Secondly, the
regulation and law in Chinese market is not so perfect, so some
well-meaning policies has the opposite effects.

So what could Pampers do after improving the policy of returning goods.
As was indicated in the former part of the marketing plan, new Pampers
targets in middle and higher social class population. So if Pampers
targets the right group, there will be less case about abusing the
well-meaning policy. Secondly, Pampers could apply the improved policy
of returning goods in official stores which are built in big cities
where the education level of people is higher. Also this is somewhat
like policy discrimination, but this is more suitable for improved
policy of returning goods.

The improved policy of returning goods could be like…If customers don’t
satisfy with the products after using it. Customers can return the rest
of the products and get the whole money back. Plus customers who do so
should write the complaint in a paper. This can give more ideas to
Pampers to improve.

  1. Giving out free products for customers to try.

Customers can try the products first and then decide whether to buy it.
For example, customers who have bought the products online might have
traces and information on the internet. Pampers can collect the
information and then use expressage to give free diapers for customers
to try. So customers who have tried it will have more chances to buy it
again. Higher consumption means higher sales (Gourville and Soman).

There are many potential customers in China. Most of them even don’t
know the brand Pampers. So if they can get the free high quality
diapers, they will pay more attention to this brand in the stores and
then buy it again.

Especially in big cities, middle class people don’t have time for
searching information about this kind of product. The cost of time is
even more important than money for middle and higher class people. So
Pampers can do the rest of thing. Pamper can let you try and teach you
how to care babies. This can really satisfy this group of people.

Part 4: Place vs Convenience

Now that we have declared our plan about product’s price, target and
promotion, and next, let’s see the channel that P&G should choose for
its new product. How should the new pampers diaper be sold?

For now, P&G in China takes mainly three channels to sell its product.
Firstly there are two traditional channels: distribution/wholesale and
the retailer like Walmart and Carrefour to which P&G provide a direct
supply. These two channels have served P&G for a long time, but we think
they both are not good choice for the new product, and here are our
analysis. Take distributors as an example, when P&G first entered
Chinese market, it was viewed as a high-level brand, because it was an
American brand. So many distributors loved to purchase its product and
in some way, they help P&G to open the Chinese market. Nevertheless,
after all these years, P&G has already lost its freshness, and
distributors concerned more about their profit now. Unfortunately, P&G
is quite strict with its price. For example, the price for one pack of
diaper in the Chinese market usually is no more than 2 dollars, but the
price P&G give to the distributors is 1.9 while other producer offer a
1.5. So it’s obvious that distributors would prefer to selling another
brand’s product, but they have to sell Pampers diapers, because they
have contract with P&G. So these distributors just put Pampers diaper on
the shelf which is in the corner. This behavior caused a certain degree
of decrease in Pampers diaper’s sale, and P&G is very annoyed with that,
so, in the beginning of this year, P&G cut half of its distributors in
China, which was viewed as a reform in its distribution system. And it
would be very unwise to handle the new product to distributors at this
time. As for its retailers like Walmart, unlike distributors, they still
hold a good corporation relationship with P&G’s in China, however,
considering the saturation in retail market these years, it’s hard for
P&G to make any breakthrough. For the retailers it is getting hard to
make money because in China, the amount of supermarket and big retailer
is rising sharply. Just in one cross road there might be 4 to 5 big
supermarkets. So it is also not proper to sell it through retailers.

Until now these two channels mentioned are based on the 4P’s theory how
to transfer the product from producer to customers, but it seems not
really effective now, so why not figure out just making it easier for
customer to buy the product. There comes the third channel of P&G,
e-commerce, through the online store. Now P&G does have its online store
in Tmall, which is the biggest online shopping platform in China, so
it’s not difficult for P&G to sell the new Pampers diapers through
internet. However, after research, in order to make full use of the
advantage of new product, it should only sell it online, which means
customers cannot buy it in Walmart or other physical store. The reason
for this decision is due to the Chinese’s character. In china, people
who go to the supermarket are usually looking for a bargain, so even P&G
also put the new product in traditional supermarket, the customers may
still choose the cheaper type or other brand. And for people who go
through Internet they are seeking for something different, so when
customers find this product is only available online, they would think
it may be really different from Pampers diapers before, let alone there
is label like “made in Japan” in the product. No doubt this would
attract their attention and they are the customer group that P&G should
target now. Another fact that should be mentioned is that there is not
really a huge difference in quality between Pampers and Kao in same
level product, so the key point is to make customers believe that Papers
has its high level diapers now.

Besides, selling through online store has another advantage. It can
reduce the intermediate link, like when P&G negotiate with those
distributors, the price for customers is higher than the price P&G
offer, and for physical stores, usually they have to take expensive
rent, especially in busy street. And they would rise up the price to
balance the rent. But selling through Internet can eliminate these costs
because the product was transferred from P&G factory to customers. This
can give P&G the ability to lower its price for customers. Considering
the similar quality of Pampers and Kao, still customers would prefer the
lower price for their products, so it become P&G’s advantage to compete
with Kao

In total, selling the new Pampers diaper through Internet give P&G the
advantage that other two channels cannot, and it avoid some current
problems P&G has in its traditional channels. So it would be wise to
choose E-commerce for the new product.

Summary

Although Pampers diapers  in China still take the most market share
which is more than as twice as Kao does, it should not ignore the
dangerous signal that customers in China has changed. Besides company
like Kao is grabbing the wealthy level customers from Pampers, there are
also so many Chinese local diapers companies are trying to attract
customers in rural area by their low price, thus, Pampers has to make
some changes to earn its customers back. It’s wise to launch this new
product with high quality and attractive label, however, Pampers(P&G)
should also take method to improve its sales system. Firstly, Retarget
its customers from most of them to the part that can bring the most
profit, and at the same time, also not to forget to seize the customers
it already had,like keeping improve the lower level product may enhance
its competitiveness towards Chinese local companies; Secondly, realizing
the customers’ idea is not only for the lower price, some of them just
want to give their children a better diapers even it could be expensive,
thus, combining with the first one, make a proper price is also
important for its selling; Thirdly, Pampers(P&G) should also improve its
promotion way, from the one-sides persuasion to communicating with its
customer,by taking distribution of free sample and looser return system,
the customers would feel more comfortable to buy the new product;
Finally, using a popular online channel rather than traditional
distribution can make customers have a clear perception of its new
product, and then enhance their interests in it.

By taking this plan, we wish to help P&G enhance the competitiveness of
Pampers and gain an increase in its profit, but for most of all, to
restore the confidence of Pampers in Chinese market.

admin

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