Pechoin
 | |
Native name | 上海百雀羚日用化学有限公司 |
|---|---|
| Industry | Cosmetics |
| Founded | 1931 |
| Headquarters | , |
| Products | make up, skin care products, etc. |
| Website | http://www.pechoin.com |
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] Used to be produced by FuBeiKang in 1931.[2]
Marketing
Pechoin has positioned its brand concept in young and fashionable markets, which is more suitable for information based developments.[3] 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.[4][5] This advertisement reached over 30 million users on the WeChat platform, and the total number of exposures including other channels exceeded 100 million readers.[6]
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.[7] 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. 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,[8] 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.[9]
References
- ^ "【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.
- ^ "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.
- ^ 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.
- ^ "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.
- ^ "How home brands win over local customers". ShanghaiDaily.com. Retrieved 10 March 2018.
- ^ "Pechoin advertising popular on Wechat platform (百雀羚神广告又来了！)". www.souhu.com. Retrieved 10 March 2018.
- ^ "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.
- ^ "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.
- ^ "294 million! (东方之美国货之光)". www.wzrb.com. Retrieved 11 March 2018.