拜耳One A Day BAYER

One A Day入主中国战略 One A Day, China entry strategy
拜耳One A Day BAYER

拜耳one a day


保健品市场迟来者的制胜机会

拜耳集团旗下美国保健品品牌One A Day入驻中国品牌战略

 

One A Day是德国拜耳集团旗下拥有70年历史的美国复合维生素品牌,品牌计划在2019年正式布局中国市场。然而中国保健品市场竞争激烈,已经有强势品牌主导了市场和消费者的认知,其他品牌的品牌传播愈加趋同。在这样的情况下,品牌要进入“红海”市场,赢得消费者的认同,建立独特的品牌困难重重。

 

“要赢一年看战术,要赢十年看战略。”

 

Ylab洞悉保健品行业下一个十年趋势,解读社会现象背后的消费者心理,从多元创新视角与专家、品牌团队、消费者共同探索产品创新,为品牌开启未来视角。

 

在品牌策略上,Ylab通过对行业趋势的前瞻性洞察、竞品的营销符号解以及传播策略研究来解读行业,同时进行消费者需求洞察和价值挖掘,最后解码品牌的独特点并确定定位及制定品牌屋。

 

在产品策略上,Ylab进行场景与痛点的挖掘,整理出产品创新组合屋以及产品概念创意;并进行头脑风暴,与品牌方共同举办工作坊;之后通过消费者圆桌访谈深入理解消费者。

 

在与One A Day的合作中,Ylab不仅是全球化视野的顾问,也是文化洞察与品牌策略的专家,在为全球品牌搭建与本土消费者的共鸣的同时,也为品牌带来多维度创新视角。


BAYER One A Day

How a latecomer win the nutrition supplement market

One A Day Entry China Brand Strategy


One A Day is a 70-year-old American multi-vitamin brand owned by Bayer. The brand officially entered China in 2019. However, the competition of nutrition supplement market in China is intense, and Swisse brand has already dominated the market as well as consumers’ perception towards nutrition supplement. To enter the "Red Ocean" as a new brand, it is extremely difficult to win over consumer, and establish One A Day as a unique brand. 


“To win the market for one year is tacticto win the market for ten years is strategy.”


Ylab deep understands the trend of the next ten years in the nutrition supplement industry, decodes the hidden consumer needs behind social phenomena, and explores products innovation from multi-perspectives with experts, brand teams and consumers.


In terms of brand strategy, Ylab analyzed the market which includes industry perspective study, semiotic decoding of competitors’ communication content and analysis of competitors’ communication strategy. Then, Ylab decoded the consumer needs and expectations followed by brand decoding. Ylab decoded the brand’s unique point while developed the brand positioning and brand house.


In terms of product strategy, Ylab identified consumption occasions and consumer pain points, developed the product innovation pillars and creates the product concept. Then, Ylab held a co-creation workshops with brand’s global team and understood the consumer deeply through consumer focus group.


While cooperating with One A Day, Ylab is not only a consultant with global perspective, but also an expert in cultural insight and brand strategy. Ylab builds resonance with local consumer for global brands and brings multi-dimensional innovation to the brand at the same time.