在女性私护洗液领域,作为中国驰名商标的妇炎洁,是一个品牌领跑者,这种品牌领跑,已持续了10年,10年之后的今天,市场在变化,消费者在变化,我们的竞争对手也在变化,如何适应这种变化,并在这种适应中保持甚至大大地提升这种品牌领跑力,是我们和凯纳策划核心探寻的品牌战略命题。不同于仁和传统的医药产品,“消”字号的妇炎洁虽然核心渠道在药店,也强化了产品的功能性诉求,但从市场定位和具体推广运作上,是在打造 In the field of women’s personal protective lotion, Fu Yan Jie, a well-known trademark in China, is a brand leader. This brand has taken the lead and has lasted for 10 years. Ten years from now, the market is changing, and consumers are changing. The changes of competitors, how to adapt to this change, and in this adaptation to maintain or even greatly improve the brand’s lead, is the core of our strategic plan and Kenna brand strategy. Different from Jensen’s traditional medical products, Fu Yan-jie, whose brand name is “Consumer”, has strengthened its functional appeal even though the core channels are in pharmacies. However, from the perspective of market positioning and specific promotion and operation,