Emerging Brand 0-1 Offline Transition | Shenban Probiotic Toothpaste, Long-Lasting Fresh Breath!
Shenban “Embrace Momentum Break Boundaries” Co-Winner Conference
On August 7, 2023, Shenban “Embrace Momentum Break Boundaries” 2023 Co-Winner Conference held grandly in Fuzhou. Shenban probiotic oral care series highly recognized by dealers, who placed orders as annual key products.
Hot sales of Shenban probiotic series is microcosm of rapid development for emerging brand Shenban founded in 2018.
Founder Mr. Yin Kuo said:
“Shenban focuses on full-scenario oral care solutions, bringing oral care into fast-moving era via innovative concepts and strategies, achieving rapid market rise.”
In Shenban’s full-channel strategy process, Jute helped Shenban achieve 0-1 breakthrough in terminal store activation! With the successful promotion of this investment conference and continuous improvement of terminal distribution, Shenban will achieve the same success offline as online.
Empower Brands to Win at Terminal!
As an annual full-case, this article will analyze in detail from the following 3 aspects how Jute helped Shenban achieve 0-1 breakthrough at terminal through brand strategy, creative visual design, and terminal activation standard construction.
Brand Strategy
Deep binding Shenban with probiotics, category positioning, occupying shopper mindshare – oral microecology balanced, breath naturally long-lasting fresh.
Specific work: Product function sorting, brand value extraction, category positioning, helping brand quickly occupy consumer mindshare, quick understanding and effective communication.
Creative Visual Design
Borrowing spokesperson traffic code, activating probiotic category positioning creativity, creating exclusive visual symbols for Shenban.
Specific work: Visualizing probiotic toothpaste category positioning, symbolizing the three major selling points through ICON, continuously accumulating brand assets.
Terminal Activation Strategy
Insight into consumer shopping characteristics, precise matching of people-goods-field, establishing standardized display system from 0-1. Brand empowerment, scenario building, assisting “Embrace Momentum Break Boundaries” 2023 Co-Winner Conference successful convening, winning at terminal.
Specific work: While helping Shenban accumulate brand assets, also helping Shenban stand out from complex retail environment, quick identification and quick conversion. Innovative application of POSM at distributor conference helped Shenban quickly establish distribution network, improving operating efficiency.
Project Background
Oral care industry is relatively concentrated. Broker data shows 2022 pandemic-affected market size 482.1 billion yuan, CR5 53.5%, over half market concentrated in domestic/foreign first-tier enterprises. 35.4% market held by regional second/third-tier enterprises, difficult to become national brands due to brand, channel, supply chain factors.
Born in 2018, created by Shenzhen Xiaokuo Technology, Shenban oral care brand focuses on user experience, innovating from texture, ingredients, appearance. Leveraging new media platform dividends, focusing on online short videos, quick breakout through brand co-branding, talent show cooperation, active social seeding, exploding mouthwash single product around social relationships and life scenarios, becoming emerging brand in oral care track.
While mouthwash explosive strategy succeeded greatly, Shenban expanded track to toothpaste, oral spray/beads/lozenges, launching offline channel strategy through “Thousand Cities Million Terminals Plan”.
Compared to online, offline terminals extremely complex. Long-term operation area of domestic/foreign giants, Shenban lacks competitive advantage in brand building, distribution network, terminal construction, supply chain, information management. China market huge regional cultural differences, consumption upgrade and sinking markets coexist, unavoidable gray transactions amplify Shenban offline difficulties.
How to extend Shenban advantages offline, create own full-channel operation? Jute, based on 13 years focusing on sales point experience, directly reuse TOP experience, reduce “trial and error cost” for growth/transition e-commerce brands offline, providing “0-1 activation construction service” for Shenban to extend online advantages, win at terminal.
Terminal Brand Undertaking Topic: Shenban Probiotic Toothpaste, Fresher Breath Lasts Longer! Oral Microecology Balanced, Breath Naturally Long-Lasting Fresh
Through meticulous market research, industry benchmark, multiple brainstorming, Jute team found Shenban problem: As emerging brand, though entered major modern circulation channels in core markets like Shanghai, offline terminal distribution cannot form breakthrough competitive advantage, “focus on oral probiotics” category positioning advantage cannot strongly associate with consumer shopping behavior. Product differentiation not prominent. Existing oral health, no bad breath; 120-minute long-lasting cool taste; prevent plaque remove stains whiten; four-linked probiotics balanced formula selling points fragmented, cannot integrate to form strong impression in consumer brain.
Additionally, Jute team important discovery: Shenban consumers highly overlap with luxury beauty market, strong social demand beyond oral care. Based on advanced product demand, combining oral care industry “cross-category fusion, pushing oral care market to luxury beauty consumption upgrade” trend, based on probiotic core category positioning found Shenban real core competitive advantage: Oral cavity small ecosystem, Shenban applies probiotic technology against harmful bacteria like Helicobacter pylori, prevent bad breath, reduce plaque formation. Oral microorganisms balanced, breath naturally long-lasting fresh.
Based on probiotic regulating oral microbial balance core competitiveness, Shenban core consumers locked 18-35 young beauty-loving women, pursuing fresh trendy things in life, caring health, enjoying balanced beautiful elegant lifestyle. When enjoying healthy ideal life becomes life attitude, Shenban needs to embody or represent this core user group’s charming life state. Probiotic toothpaste category huge development potential, no leader brand yet, who first occupies this field high ground becomes subdivision track leader.
Shenban team keenly insight industry and consumer demand, found Shenban core competitive advantage: Based on “cross-category fusion, pushing oral care market to luxury beauty consumption upgrade” trend, combining Shenban “oral microorganisms balanced, breath naturally long-lasting fresh” underlying logic, deep binding Shenban brand and probiotic category, shouting own brand slogan: Shenban Probiotic Toothpaste, Fresher Breath Lasts Longer.
Terminal Visual Innovation Design Topic: Based on Probiotic Category Features Combined Product Function Selling Points ICON Innovation Design Forming Unique Terminal Visual Impression
Brand English Brand original meaning includes mark and symbol. To establish symbol system at terminal first need excavate brand original DNA.
From Shenban original Brief: Shenban Logo design intention from brand beautiful wish: Participate in your life, care for your oral cavity, let fresh breath always accompany you. Original logo evolved from “Shenban” pinyin initial “S” symbol combined time scale.
Brand LOGO, VI (including auxiliary images) and outer packaging design are three major creation inspiration sources for designers, Jute continued original logo two design concepts: S-type symbol and time element, combined color matching impact personality fashion attribute creatively pioneered Shenban new terminal visual symbols.
New terminal visual symbol original design drawing
At same time, based on brand strategy stage extracted three product function selling points: “120-minute long-lasting cool taste”, “four-linked probiotics all-round oral care”, “three no-add safe entry” completed ICON innovation design creation.
With visual symbols and ICON design, Shenban suddenly owns visualized brand assets, combined innovative multimedia props application, help Shenban accumulate brand assets at terminal while quick identification, quick standout, quick conversion.
Brand floor stack application
Multimedia end cap and end head rack application
Parasitic materials application
Hanging flag, floor sticker application
Conventional POSM application
Standard Activation System Construction Topic: People-Goods-Field Precise Matching, Help Shenban Establish Own Full-Channel Sales Point Activation Standard Application System from 0-1, Empower Brand Win at Terminal
Shenban based on own core consumer shopping habits, modern circulation channels core built covering CS, KA, CVS, TT, category collection stores, baby stores and OTC channels distribution network. But compared to Yunnan Baiyao, Haolai Chemical, P&G and Dengkang domestic/foreign first-tier brands, Shenban far lags in regional marketing team construction matching distribution network. Specific performance:
- Regional marketing organization development unbalanced, incomplete, activation personnel quality difficult standardize improve, guarantee quick distribution;
- Numerous channel subjects, regional marketing organization construction lag, control weak, terminal activation difficult standardize unified norm application;
- Information construction lag, activation lacks technical support in data operation, store data black hole long exist, unable timely optimize based feedback, ROI difficult calculate;
- Large regional cultural differences, brand, market, sales three functions conflict, difficult balanced realize in strategy and visual.
Moreover, Shenban built circulation channels like KA and baby channels have completely different channel operation goals, roles and strategy goals, each distribution channel channel features, POSM management policy and shopper features large differences. Note, refer to following figure KA channel and baby store channel differences.
Therefore, Shenban compared to domestic/foreign head enterprises, should more leverage standard full-channel sales point standard display system this lever tool, more precise effective build good terminal when marketing organization not fully established.
Jute project team based on Shenban operation strategy combined shopper and channel research, through compiling full-channel product essential single item file, channel activation heat map, success images and “Shenban Full-Channel Standardized Display Manual” writing etc. ways assist Shenban advance terminal construction implementation.
Shenban KA channel store golden touchpoint map
Shenban baby channel success images
Summary
Sales point activation standard construction relatively complex project, for online-origin Shenban even more unavoidable project. Jute 13 years continuous focus sales point activation field accumulated rich sales point activation construction service experience can help Shenban “knowledge reuse, perfect avoid pitfalls” quick improve offline full-channel activation construction ability. Jute solved 3 major topics for Shenban
- Terminal brand undertaking topic, based on “cross-category fusion, pushing oral care market to luxury beauty consumption upgrade” trend, combining Shenban “oral microorganisms balanced, breath naturally long-lasting fresh” underlying logic, deep binding Shenban brand and probiotic category, shouting own brand slogan: Shenban Probiotic Toothpaste, Fresher Breath Lasts Longer.
- Brand visual symbol topic: Based on new brand strategy on original brand logo design basis according to new brand strategy and sorted 3 major product selling points innovation design new terminal visual symbols and ICON, providing new basis for Shenban brand asset accumulation and sales conversion.
- Standardization system construction topic: Though Shenban established own marketing network, compared to domestic/foreign head oral care brands, lags in regional marketing organization and activation system construction. Full-channel standard activation display system construction can help Shenban cleverly leverage play lever role, quick standard distribution, win at terminal.
