What Is The Brand Name Of The Young People In The Cotton Age Because Of The "Mask"?

In March 24th, the Hubei Provincial Department of epidemic prevention and control issued two time points from the Han Dynasty to the Hubei and Hubei Province. The control points were lifted at 0:00 a.m. in March 25th, and the control of the exit from Wuhan was lifted outside of Wuhan.

This means that the new crown pneumonia epidemic that has left our lives in turmoil for 2 months has finally come to an end, and our study, work and life have finally been put on the right track.

When we are in trouble, we can see the true feelings. Looking back on these two months, we are afraid that the experience we can never forget in our whole life is full of pain and tears. But at the same time, it brings a lot of emotion and emotion.

In fact, when the whole industry is faced with bankruptcy and bankruptcy crisis, some enterprises are waiting for help. Some enterprises try their best to save themselves. Not only that, but they also do their best to give back to society. Among them, the cotton era has successfully made a large batch of users.

　　 1, 7 million 600 thousand health care products

　　 A brand of "red mask" burst again

During the whole epidemic period, what is the most short supply is bound to count protective clothing and respirators.

For the general public, the use of protective clothing is not enough, but the frequency of masks is very high. It is no exaggeration to say that the epidemic is hard to find. Even if it is fully released now, many people still try to buy masks every day in various appointments.

According to the data of the fourth national economic census, the total number of employed people in China is 533 million. Once the people return to work, even if they are in accordance with a low standard, that is, 1 masks per person per day, 533 million masks are needed each day.

Chinese people still have a long way to go from "mask freedom". Fortunately, companies we do not know are working hard, and the cotton era is one of them.

According to statistics, during the whole epidemic period, the "robust medical treatment" in the cotton era provided 2 million protective clothing to the hospital, and provided more than 100 million respirators to the society, and donated a total of 7 million 600 thousand of the protective materials. At the same time, it is the first batch of enterprises that provide disposable medical masks for the masses.

And when the epidemic started, the cotton mask era was mobilized by the masked production department for 24 hours to ensure that the supply chain could not be supplied.

And because the whole nation was caught in the "Mask" fashion, the cotton era was once again booming. It has won a lot of young people's favor.

As a matter of fact, we all know that Chinese people's self-protection consciousness is not strong. Therefore, sales of respirators are not good at ordinary times, but why do cotton producers insist on production all the time? What kind of brand is the cotton age?

　　 2, spend money to buy traffic, from 200 million to 3 billion.

A brand-new brand wants to enter the market. Burning the money is the fastest way. We know that Rui Xing coffee is a typical example. In the early cotton era, there are essential differences between the two.

Rui Xing's commonly used routines are huge advertising investment and fancy discounts and promotions, but the money in the cotton era has been spent on shop channels.

In 2009, the cotton era opened first stores in Shenzhen, and then opened a lot of offline stores.

However, in the market at that time, the online business channel was rising rapidly and full bloom, so the offline stores in the cotton era suffered a lot of impact, and the cotton era decided to enter the online channel.

But at that time, the electronic business platform was "mixed up". Most brands like to prepare two different schemes, that is, the price of the same product line is lower than that of offline stores, or the unsalable products under the online low price processing line, and what is more, a low-cost brand special power supplier is directly set up.

In the "low price competition" market, the cotton era has no advantage at all, because the whole cotton era not only sells the same set of products online and offline, but also does not participate in discount sales activities easily.

It is too difficult for the new brand of "high price" without sound support and user sedimentation to stand out from it. Therefore, for a long time, the cotton era was in a state of deficit. The accumulated losses in the 4 years were 200 million, and the e-commerce platform lost 23 million in first years.

But the real brand can be seen in time and consumers can see it.

In November 11, 2019, double 11 opened for 41 minutes, and the sales of Tmall flagship store broke 100 million in the cotton era, ranking the chief of category category of baby care products, etc., and cut it in 12 hours to exceed 2018 double eleven all day sales.

Ten years of grinding and sword, the cotton era has finally become the consumer's mind in ten years. Today, more than 240 cotton stores across the country, with an annual revenue of up to 3 billion yuan, have become an advanced brand in the field of mother and infant.

　　 3, concentration is the way to win the brand.

From 200 million to 3 billion, what did cotton do?

On the product, the cotton era insisted on "only cotton products", and insisted on being a "rest assured" product of parents.

First, the awakening of national health consciousness. More and more young people find that "cotton" products are healthier and safer.

Take the cotton product of the cotton era, it is more hygienic than towel. It is more resilient than ordinary paper towel. Its softness and skin affinity are more suitable for use on the face. This is also an important reason for its capture of many young consumers.

In the cotton era, with "cotton products only" as the product positioning, it can fundamentally form differentiation, and naturally has the core competitiveness.

Two, in the cotton era, the target consumer group is positioned on the "parents", because such groups are more demanding on quality, less sensitive to price, and relatively high price of cotton products within their acceptable range.

Moreover, once the young consumer groups have become "parents", they will have a stronger sense of health and environmental awareness, which will further stabilize the market position in the cotton era.

Today, with the mother and baby as the breakthrough point, the cotton age has gradually developed into children, women, home and men's cotton products, covering all aspects of life and extending to the whole category.

Medical masks, such as protective clothing, have also been in the production list of the cotton era, which is why the cotton era can react quickly when the epidemic occurs.

It is worth mentioning that the "cotton" product in the cotton era is actually the product of "helplessness" under the times.

Before making the cotton age, the medical gauze produced in the robust medical discovery industry is prone to cause wound infection, such as thread and floss. Once it became a European and American country, in 2008, robust medical treatment combined raw cotton processing technology, Spunlaced technology and bleaching technology, so that raw cotton was made into Spunlaced nonwovens, and eventually it became the original medical gauze. Succedaneum.

Subsequently, the technology was applied to civilian production in the cotton era. The reason for this change was that domestic paper towels were made from wood pulp, and the quality of products was uneven. It was once advocated by the outside world as a manufacturer of environmental destruction and garbage.

"When I started the cotton era, I had an idea in my mind that I would take off the hat of Chinese product Rubbish in the world and become an irreplaceable Chinese made product."

In marketing, the cotton era has been targeting the market from the beginning to the end.

First, in the cotton era, with the good reputation of the stars, the platform KOL cooperation, through star, KOL bring goods to get the support of its fans, the stars and KOL fans will eventually become brand users, further become brand fans, and the use of the role of the circle culture to radiation to a wider crowd.

The two is to choose young fashion and positive energy Wang Junkai as the brand spokesperson, set up the image of young people in the cotton age but pay attention to the quality of life, so that young consumers have a higher awareness of health and closer to the younger consumer groups.

The three is to create scenes from the needs of consumers. From brand new logo to store decoration, consumers are perceived to be "comfortable" and "natural", and then to various advertising TVC and marketing activities around the pain points of young consumer groups.

For example, when mother's Day was launched last year, "mom is a coward" short film. After watching most brands propagate great ideas of maternal love, the whole cotton era shows the mothers' meticulous "companionship" and love through the details, but it is more popular among the people.

In short, in the era of consumption upgrading, cotton products have been done for ten years in the cotton era. They always focus on consumer health needs as the starting point of brand, putting user experience in an important position, and finally capturing the hearts of consumers through quality.