At the same time, Liushen Bathing Lotion has a relatively clear brand concept. Liushen represents the needs of consumers who are family-oriented. By employing product differentiation strategies that focus on seasonal segmentation and traditional Chinese herbal ingredients, Liushen has become a brand distinct from international brands, providing consumers with a very unique and definite choice.
The success of Liushen Bathing Lotion is the result of brand differentiation and consistent positioning. The Liushen Bathing Lotion product is a classic example of success achieved by combining Eastern pharmacology with Chinese cultural heritage. In order to maintain the standardization of global operations, multinational companies must largely adhere to consistency in product design and global brand management, making it impossible to fully meet the needs of local consumers.
From Liushen Cologne to Liushen Bathing Lotion, Liushen Mugwort Soap, Liushen Talcum Powder, and Liushen Shampoo, the Liushen products have evolved from functional appeals for itch relief and mental refreshment to emotional appeals of coolness, comfort, health, and fashion. Liushen has established strong market differentiation around traditional Chinese medicine culture and built a powerful national brand image with its distinct local cultural connotations. The development of rural markets and CCTV advertising campaigns have become key guarantees for the success of the Liushen brand.
Liushen did not compete in this area but instead focused its sales efforts on a larger domain. Liushen remained committed to loyal customers who firmly believed in the efficacy of traditional ingredients and set appropriate prices for them. Liushen discovered an almost vacant market where its competitors were merely some small domestic brands and manufacturers, generally weaker than Shanghai Jahwa. Meanwhile, relying on strong scientific research capabilities and excellent quality control, Liushen continuously launched new products, leading the direction of market development—something small brands could not achieve.
In fact, the competition of the Liushen Bathing Lotion brand unfolds across three dimensions: product leadership, operational excellence, and customer intimacy. Compared with similar products, Liushen holds competitive advantages in all these aspects.