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News > Dynamic industry > Unique application of silicone oil

Unique application of silicone oil

This is a shallow, pieces of the times, to be the first to recognize and remember becomes critical.

Consumers on the substitution we can't, because in most cases, the advertisement is in the consumer shallow reading and browsing conditions, fragmentation era exacerbatedthis situation, consumers can only receive too much information in a short time, but want to let this situation to become a reality, brand advertising is more than to do first, must bethe only.

As a non silicone oil scalp care lead to the China market, nourishing source is how to do"is the first, is the only" - here, Xiaobian Zi source dialogue brand creative advisor, China Creative Ye Maozhong -- the first person, draws a clear answer.

Image: "China plan first person" Ye Maozhong

1 leaf teacher, recently Zi source of exclusive coronal name "Wu Mei Niang legend"viewing hot, why would you suggest Zi source to the naming of the TV series -

Answer: "Wu Mei Niang legend" was recently very fire a TV series, both from the topic ofratings, are hard to earn sufficient the attention of the audience. Which is not to be the case. At the outset, recommendations that Zi source took the title under the Hunan TV in 2015 full year, mainly based on the advertisement must be precise rules. In the fourth quarter of 2014, nourishing source has exclusive naming CCTV-8 "prime time", 2015 istake the annual exclusive naming. Hunan satellite TV is in addition to the CCTV outside the most influential television platform, nourishing source to become bigger and stronger to be a strong media sound, the most rapid most effectively establish the Zi source "nosilicone oil scalp care" high-end hair care brand image.

Graph: Zi source "legend" stills Wu Mei Niang

2 how do you think about China market Xihu brand development and advertising creative-

A: as we all know, China shampoo market most international brands to occupy, theythrough science and technology, advertising, even low-cost strategy has been to suppress domestic brands, in the channel near monopoly. Then we Chinese careindustry needs a national brand led the rise of domestic brands. Now the Chinese Xihubrand TV commercials mostly emphasize on the hair, is the embodiment of the hairsupple, shiny, national personal care brands to rise, not only from the concept of positioning and product segmentation is different from the traditional products, to be more different from their advertising in the form of advertising creativity, like this can the first time consumers remember. If the advertising is not personality, that is dead.

3 do you think a good TVC, what is the influence on product sales -

Answer: TVC is an important way to inform and educate consumers, is a powerful means of brand promotion, and television advertising in the minds of consumers have a certain authority. A good advertisement must be consumers remember! Your advertising has toya, if consumers do not remember, no purchase behavior, that is to play with the creativeart name, advertising that the complex, I think is the brand of crime.

We give the Zi source of advertising creative, repeated communication discussion andnourishing source marketing team, and carried out a series of market and consumer research, in hopes of a popular in market advertising, to help us to nourishing sourcesuch a national enterprise against international brand.

4 "a lifetime of washing hair, you wash the scalp -" this advertisement already win support among the people, then how do you let the Zi source focusing "no silicone oil scalp care"this brand label -

A: I'm Ye Maozhong advertising for 24 years, when Ye Maozhong do marketing planning agencies, I with my team, do a bit of advertising is the most important "said the people".To say let consumers feel amiable and easy of approach, it easy to understand. Then we in the process and Huanya communication, we also understand that products are natural without silicone oil, silicone oil, natural formula, does not stimulate, scalp care arenourishing source tag, but in the advertising in the end to try to present what point, we had also made a fierce debate, finally decided to focus on the "no" the point of "nosilicone oil, silicone oil" simple, direct, and obvious distinguish with other brands formed,consumers understand, remember.

Graph: Zi source advertisement picture

5 how do you think of Zi source media strategy -

In 2014 the Zi source media investment is 200000000, rising to 620000000 in 2015, this figure is still increasing. This media strategy and nourishing source brand growth speed is very match.

In China few new products have such a large advertising investment, from CCTV to Hunan satellite TV, Zhejiang TV, Jiangsu TV, Anhui TV, nourishing source advertising almost occupied today's major mainstream TV and TV columns, from continuous visualimpact consumers' sense, let the first time consumers know nourishing source of this brand, and accept no silicone oil scalp care concept.

Once I and Huanya Group Chairman Hu Xingguo talked about this issue, at present is the best time to Chinese cut without silicone oil market for AIDS health care, the source,Hu Dong's attitude is "shizaibide, must take"! From TV advertising input can be seen only in Huanya their strength, and to do a good job of Zi source Huanya determination, but also for the creation of "Chinese without silicone oil scalp care" laid good foundation of the brand dissemination phenomenon. High popularity and high attention by CCTV +Hunan satellite TV two trends in the media, I believe that AIDS will become a source of cosmetic industry