Liu Shen did not compete in this area. The sales focus of Liu Shen shower cream was on a larger category. Liu Shen maintained its devout customers who firmly believed in the efficacy of traditional ingredients, and formulated more appropriate prices for them. Liu Shen found a virtually vacant market where its competitors were only some small domestic brands and manufacturers, whose strength was generally inferior to Shanghai Jahwa. At the same time, relying on its strong scientific research capabilities and excellent quality control abilities, Liu Shen continuously launched new products, leading the direction of market development, which was beyond the reach of small brands.
At the same time, the brand concept of Liu Shen shower cream was relatively clear. Liu Shen represented the consumer needs centered on family. By using product differentiation strategies such as seasonal segmentation and Chinese herbal ingredients, Liu Shen became a brand distinct from international brands, providing consumers with a very unique and definite choice.
The success of Liu Shen shower cream is the result of brand differentiation and consistent positioning. The Liu Shen shower cream product is a typical example of success by combining Eastern pharmacology with Chinese culture. In order to maintain the standardization of global operations, multinational companies need to a large extent to keep the consistency of product design and global brand operation, so they cannot fully meet the needs of local consumers.
From Liu Shen flower water to Liu Shen shower cream, Liu Shen mugwort soap, Liu Shen talcum powder, and Liu Shen shampoo, the Liu Shen products evolved from functional claims like anti-itching and refreshing to emotional appeals like coolness, comfort, health, and fashion. Liu Shen established a strong market differentiation around traditional Chinese medicine culture, and built a powerful national brand image with its distinct local cultural connotation. The development of rural markets and CCTV advertising campaigns became strong guarantees for the success of the Liu Shen brand.
The competition of the Liu Shen shower cream brand actually unfolded in three dimensions: product leadership, operational excellence, and customer intimacy. Compared with similar products, Liu Shen had competitive advantages in these aspects.