1. History

2. Product
    Body Lotion  Hand care  Lips care  Facial care 

3. Digital Marketing
    Online strategy  Platform  Official website  Projects  Advertising  Spokesperson  Social Media 

4. News

5. Charity activities

6. References

7. External links

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] And before that, it had already won the title of Famous Trademark of Shanghai{{clarify|date=December 2011}}.

History

In 1931, a company named FuBeiKang^[2] in Shanghai introduced the formulation from Germany, and introduced Pechoin as the first generation of skin care goods in China. In the 1930s, Pechoin acquired popularity in China and sold well in Southeast Asia, too. In the 1980s, it was not only marketed on the theme of “protection”, but also for the themes of “nursing” and “nutritious”. From 2000, other related brands were developed, and Pechoin is facing fiercer competition.{{citation needed|date=March 2018}}

Product

Body Lotion

Antipruritic moisturizing lotion (refreshing)

Antipruritic lotion (moisturizing type)

SOD honey (Vitamin Moisturizing)

SOD honey (aloe hydrate)

SOD honey (nourished by snake oil)

Hand care

Hand cream (ginseng nutrition)

Hand cream (aloe moisturizer)

Hand cream (snake oil nourishing)

Sheep oil anti-freeze and antifreeze cream

Lips care

Lip balm

Facial care

Moisturizer (nutrient type)

Moisturizer (high Moist type)

Herbal moisturizer

Skin cream (moisturizing type)

Skin cream (moisturizing)

Moisturizing nutrition cream

Vaseline moisturizer

Digital Marketing

Digital marketing is the use of digital technology to create targeted communication and achieve customer acquisition. Modern digital marketing involves web pages, databases, digital TV and other forms to implement activities aimed at retaining customers through multiple channels.^[3] Pechoin's brand has existed for 87 years, so the focus of the company is on brand innovation and revitalisation strategies through digital marketing.

• Pechoin builds brand awareness and creates space for the brand, and the company refuses to be labelled as aging.
• Pechoin started to create series of products targeted at a different target audience and has opened new channels to differentiate consumers.
• The company uses advertising to establish an emotional connection with consumers and to enhance the brand's popularity.{{citation needed|date=March 2018}}

Online strategy

Platform

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. Additionally, the Wangchuang Technology company is the agency that operates Pechoin's Taobao e-store. 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,^[5] 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.^[6]

Official website

Pechoin has its own official website; in comparison to the other platforms, the only difference is that the official website has an "Points Redemption Shop". It is assumed that the consumer has registered an account on the official website, and regular purchases items from this website, which means that they will be awarded the corresponding number of points for this transaction. Hence, customers can exchange these points for Pechoin's products, which demonstrates the marketing approach that company has made to attract more customers to buy products through its own website.{{citation needed|date=March 2018}}

Projects

In 2001, the company collaborated with Disney company to launch a children's care product series. The product has been qualified by the Disney company in terms of product development, technical formulation and production process. At the 75th anniversary of the company, it officially launched the "Disney Series", and invited the famous Hong Kong advertising communication company, Marco Polo, to implement a comprehensive planning and image packaging design program.^[7]

Advertising

One of the methods used for marketing strategy is advertising, and 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.^[8][9] This advertisement reached over 30 million users on the WeChat platform, and the total number of exposures including other channels exceeded 100 million readers.^[10]

In the video advertising mode, Pechoin exploited the unique aspects of this form of advertising and incorporated content in an advertising series that used video aimed at increasing audience awareness on the products made by Pechoin. In 2017, they distributed advertisements named ″Run!Hanmeimei″,^[11] ″Four beauties are not happy″ among others.,^[12] and these advertisements featured humorous content. In 2018, the company transformed its advertising style, using emotive lines to describe the charm of the brand thorough advertisements titled ″Time is the most beautiful gift″,^[13] and ″You should be proud of yourself″.^[14]

In regard to the investment fees, 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.^[15]

Spokesperson

Throughout its 80 years history prior to 2010 Pechoin, had no plans to incorporate a spokesmodel in its marketing strategy; however, as the role of the spokesperson has increased in importance, it has been determined that the brand can improve its image in this manner. Resultantly, in 2011, to mark the occasion of the company’s 80th anniversary, the famous Chinese singer Karen Joy Morris (莫文蔚) was invited to promote the brand. This partnership was instrumental in launching the new young fashionable image until the termination of the contract in 2015.^[16] During the campaign, Karen Joy Morris' advertisement was shown on Hunan TV and Youku's platform.^[17]

In March 2016, Pechoin announced that Jay Chou(周杰伦) would become the new spokesperson and contracted 36 Internet beauty bloggers for promotional activities. On 18 August, the 86th anniversary of the company, the company announced that Li Bingbing (李冰冰) would become the chief spokesperson.^[18]Jay Chou and Li Bingbing filmed an advertisement and it was post on the Youku platform.^[19] Additionally, Li Bingbing appeared with others at the annual event and released a new Pechoin product.^[20]

In 2017, Pechoin’s sub-brand Sanshenghua invited Fan Bingbing(范冰冰) to be their spokesperson, Sanshenghua designed a skincare brand for young consumers (20–35 years old), and Fan Bingbing is considered to be an idol for this younger generation. Consequently, she represented the brand.^[21]

Social Media

Pechoin is a company that focuses on the use of various forms of social media platforms and digital channels to promote its products. Brands use social media to convey their presence and communicate customer relationships.^[22]

Sina Weibo is the primary social media platform used by Pechoin. They upload advertisements, product launches, promotional activities and themed activities on Weibo.^[23] As a Chinese version of Twitter and Instagram, Weibo is the most popular social media platform in China.^[24] Currently, Pechoin has more than 230,000 followers on Weibo.

News

The Chinese first lady gave Pechoin's products as a national gift to the Tanzanian Women and Development Foundation. When Peng Liyuan visited the Women and Development Foundation on March 25, 2013, she brought three gifts, including a Pechoin cosmetic gift box. Consequently, the company's products increased in popularity, leading to many customers purchasing gift sets. At the same time, the same product series became an immediate success.^[25][26]

Charity activities

In 1996, four retirees wanted to afforest the Great Wall，and they contracted 1,200 acres of wasteland at their own expense and planted more than 140,000 trees. However, as the elderly people are too old in nowadays, they could not transport water as before. In addition, in 2007, fraudsters deceived the elders’ ¥300,000 in the name of management. Hence, elders had no economic resources to manage their trees.^[27]

In July 2011, after learning about the touching stories of the elders, Pechoin cooperated with the China Youth Development Foundation immediately. On 18 August 2011, at the 80th Anniversary of the brand, Pechoin launched the “YongQuanxiangbao" public welfare activities, with the spokesperson Karen Joy Morris.

Besides, Pechoin also authorised the e-commerce operations team to set up a particular public welfare group called “YongquanXiangbao” to help the elders achieve the green dream and launched the “YongquanXiangbao” series of public welfare activities.

On 26 September, 100,000 suits of skin care products were launched on Taobao trial centre and announced that all products would sell in October, the total number of consumer sales would be given to the elders. On 10 October, Pechoin started selling products on Taobao platform and raised ¥300,000 within 50 days.^[28]

References

External links

• Pechoin

• Summers Town
• Summer suicide
• Summer (Summer Dream / Song for You / Love in the Ice)
• Summer (Summer Dream/Song for You/Love in the Ice)
• Summer Sun EP
• Summer Surf
• Summer (surname)
• Summers v. Adams
• Summers v Earth Island Institute
• Summersville, Virginia
• Summer Tale of Four Sisters, Two Rabbits, and a Very Interesting Boy
• Summer Tale of Four Sisters Two Rabbits and a Very Interesting Boy
• Summer Tanager
• Summer theater
• Summer theatre
• SummerThing!
• Summer Things
• Summertime '06
• Summertime (2000 play)
• Summertime (2015 film)
• Summertime '57
• Summertime '57/'58
• Summertime '58
• Summertime '98
• Summertime (Beyoncé Knowles song)