(I) Competitive environment research: The tissue paper industry belongs to an oligopolistic market dominated by several major brands. It is a buyer's market that has a consumer's needs and that consumers love to make rapid changes. The degree of differentiation between toilet paper is almost zero, the substitution is strong, and the degree of competition is high. At present, China's five major toilet paper brands are 1, Vader 2, Xinxiang Printing 3, Jierou 4, Breeze 5, Beru.
2) Analysis of opponents: Vinda has always been the main opponent.
1. Market share: China has the first place in China for five consecutive years.
2, channel: First, KA shop, that is, key customers. Such as Wal-Mart Carrefour and many other large shopping malls. The second is medium-sized supermarkets and medium-sized supermarket chains, with an area generally above 100 square meters. Almost all of the above two types are directly managed by the company and the products are delivered directly. The third type is the BC store, which is often referred to as a grocery store. The area is relatively small, but the number is large. The fourth is business, mainly contact group buying.
3, marketing thoughts: consumers like Vader's quality of toilet paper, you can see that consumers like the outer packaging of the heart, I think he is a modern, simple, lively packaging, which is beyond Vista. . Compared with other brands, the advantages of the heart and the other are bound to have a higher reputation of other brands and occupy a considerable part of the market. He should continue to expand its market share, but the promotion and promotion of the brand did not increase.