2000年，一半的中国的牙膏市场，也是在国产品牌手中，而今天，佳洁士，高露洁，国外品牌为代表的占有三分之二或更多的市场份额。

几年，易帜山川，这是当地的牙膏品牌不得不面对残酷的现实。

牙膏市场的多力摊牌，外国品牌和上升的原因？国产品牌，为什么不能好人的份额数以百万计中国出口的巨大财富呢？牙膏最终市场如何变化，我们从中学到的启示？

部分：三国演义牙膏市场

经过十余年的激烈竞争和反复较量多年。目前，中国的牙膏市场的明确的区分三大阵营：

{dy}阵营的佳洁士，高露洁的“外国军团”组成的，该军团目前占据百分之55的市场份额，最强大有力。

第二阵营是由两面针，如本土“联盟的首领，冷酸灵，田七，黑女孩，蓝色6哈特里奇品牌。”这些企业都是传统的牙膏企业，兵团目前占地约25％的市场份额。

近年来，第三阵营是中文，黑色，尼斯，云南白药，LG等“第三方阵上升。” ，广场上的外国投资，合资企业（中国品牌联合利华，高露洁专营收购棕榄公司当前两个黑色品牌市场排名第三，第四名）;也有地方企业，原因将作为第三方阵列分类，因为它们是通过细分市场，差异FromEMKT.com.cn市场营销，成功开辟了发展的第三条道路。

{zh1}10％的市场份额，是由许多非xx牙膏“诸侯小国”的分裂，因为市场变得更加复杂，这些非xx牙膏的生活空间已经大幅萎缩。

一是外籍军团：国外两个强大的，统一的半壁！

佳洁士，高露洁的这两个主要牙膏品牌，自进入中国90的世界（1992高露洁，佳洁士1995）具有较强的综合实力，迅速抢占中国xx牙膏市场，正逐步走向大众市场移动渗透。{zx1}数据显示，百分之二十四的佳洁士的市场份额，排名{dy};高露洁18％，其次是;此外，高露洁的牙膏黑色的12中国的牙膏50多做了两个巨大的手的市场份额％的性能。

但是具体的市场运作，佳洁士，高露洁棕榄（不包括黑人）不仅有相同的很多相似之处，也形成自己的发展之间的尖锐分歧的特点。

1，产品之间的相似性和制度的差异

相同点：都是防蛀牙膏市场为出发点，成为xx的三对口腔护理领域的立体扩展。

进入中国，佳洁士和高露洁都进行了广泛的市场调查，发现中国的防蛀牙膏市场的增长潜力{zd0}，所以他们的目光防蛀牙膏。中国的牙膏市场防蛀扩大两个品牌的培养，不能遗珠。防蛀得到一个在外地站稳脚跟，两大品牌奋起直追，由凭借强大的技术实力，不断推出新产品，产品系统的其他功能，以填补市场空白和短版。

差异点：佳洁士多点攻击，而不是高露洁{lx1}。

佳洁士，高露洁是全球公认的牙齿防蛀领域的专家。佳洁士牙齿是{dy}个由世界反xx组织-美国牙医协会（ADA）认可的防蛀牙膏，牙膏防蛀美国是{dy}品牌，防蛀优越的疗效。不过在进入高露洁佳洁士在美国的中国市场，高露洁佳洁士借鉴的成功运作经验，在中国率先建立自己的牙膏防蛀xx的专业形象。并投入巨资研发覆盖高，中，低各级别，多的口腔护理产品的分类系统。在中国市场上，有一个高露洁xx牙膏高，高露洁捷齿美容液，如白畅销明星产品。

时间笑话，所以在时间翠园被动到处很长的时间太晚了。为了扭转不利局面，佳洁士拿出的产品战略的许多意见，针对中国与佳洁士氟泰配方防蛀牙膏，佳洁士白双效牙膏成功发射载有消费者，佳洁士品牌的不同需要中药全合一佳洁士牙膏，牙膏等，希望xx明星非常有竞争力的产品，和高露洁所有轮比赛。

积极的营销战略，使佳洁士和高露洁不断缩小差距，并最终成为中国市场的老板。

2，市场营销之间的相似性和差异

相同点：都依靠强大的品牌力量，稳定，xx和中传播大中城市，抓住市场的牙膏之前，稳固的地位后，调整营销策略，34线，以城市和农村的渗透，到牙膏大众市场渗透。

“先高开后低走”，是众多跨国公司在中国市场采取了类似的营销策略的公司之一。由于对渠道，佳洁士，高露洁中系统复杂性棕榄的运作将自己{zh0}的12个城市市场，在10-20万美元引进的高价格牙膏，销售到中国大城市的{dy}线接触的xx国外品牌的人群，结果在一开始就塑造自己的专业，高品质的品牌形象。

紧接着，两大国外品牌的产品体系下通过填写与战略延伸丰富了起飞的神圣外衣。毕竟，作为日常的牙膏今天用品，主流消费市场主要集中在成本低。与其他行业不同，这两个大国没有采取单独的新品牌，专门针对低端市场的品牌战略目标，而是一个品牌（佳洁士，高露洁）包括xx和大众市场，实践表明，该种战略是可行的。

分歧点：高露洁的顺利发展，佳洁士迎头赶上。高露洁

在市场不断扩大，三年前进入中国，痛苦的技能，同时在测试水产品的推出，集中等硬件建设的工厂，奠定了可持续发展的基础。 1999年，高露洁在中国的市场份额跃居{dy}。为加强对大众市场的能力，2003年，高露洁三笑集团收购全部股份，并在三个低端市场的影响，在中低端市场，牙膏和牙刷大规模游行的笑声。佳洁士

，{zd0}优点是宝洁公司的营销能力。作为行业巨头宝洁公司当天许多工业领域有一个小的财富和中小城市和农村市场扩大的经验{yt}，在2007年4月，宝洁公司还与中国商务部部长到G建立农村现代物流网络，推动“1000万的农村市场工程”村达成了合作谅解备忘录，表明宝洁正在加快农村市场的步伐。这些是佳洁士渠道市场渗透的顺利进行，为下沉重点的重要保证。

目前，佳洁士已经迎头赶上，高露洁第二位。为了保持来之不易的铅，宝洁佳洁士一直是重点支持的产品，并计划将设在日本的个人清洁用品起来提出在北京的研发中心，直接服务于中国市场。

3，万邦之间的相似性和差异

相同点：从进入中国的{dy}天，都非常强大长期的品牌沟通。二者都是对公共营销的作用同样的重视，通过各种公众活动，营造良好的企业公民形象。

佳洁士，高露洁的广告都熟悉的品牌建设的重要作用的传播。高露洁每年的广告在世界上一万八千点〇万美元投资，在中国的广告达到10.0亿元。波峰后期介入中国市场的广告获得的支持和市场支持，在引进的P＆G公司的其他品牌的2倍。

两家外国品牌有长期的承诺，在中国的教育和普及口腔保健知识。两巨头已经不遗余力地宣传公共行动，其目标是促进了我国数百万人在口腔护理转变观念，培养数以百计的牙膏市场的扩大。

Crest VS Colgate: warlords battle leading toothpaste (1)

In 2000, half of China’s toothpaste market, also in the hands of the domestic brands, and the Today, Crest, Colgate, represented by foreign brands has been to occupy 2 / 3 or more market share.

of several years,易帜mountains and rivers, which are the local toothpaste brand had to face the harsh reality.

toothpaste market in the multi-force showdown, the foreign brands and the reasons for the rise? Domestic brands, and why could not a good person to share hundreds of millions of Chinese out of the mouth to the enormous wealth? Toothpaste market in the end changes to how we learn from it and enlightenment?

Part: Romance of the Three Kingdoms toothpaste market

After more than ten years of fierce competition and repeated trials of strength. Currently, China’s toothpaste market clearly distinguish between the three major camps:

the first camp are from Crest, Colgate, composed of the “foreign legion”, the Corps currently occupy about 55 percent market share, the most powerful strong.

second camp are from Zanthoxylum nitidum, cold acid Ling, pseudo-ginseng, black girls, blue six Hartridge brands, such as the local leader of the “coalition of local community.” These enterprises are traditional toothpaste enterprises, the Corps currently occupy about 25% market share.

third camp in recent years are the rise of the Chinese, black, NICE, Yunnanbaiyao, LG, etc. “third phalanx.” The square has foreign investment, joint venture (Chinese brand franchise acquisition by Unilever, Colgate-Palmolive’s black for the current two-brand market ranked third, fourth place); also have local enterprises, the reason will be classified as third-party array, because they are broken down through the market, the difference FromEMKT.com.cn marketing and successfully opened a third path of development.

Finally 10% of the market, being composed of many non-brand-name toothpaste “feudatory small country,” the divide, as the market has become more sophisticated, these non-brand-name toothpaste living space has been shrinking dramatically.

First, foreign legion: foreign two strong, unified半壁!

Crest, Colgate from these two leading toothpaste brand, since the 90’s world into China (1992 Colgate-Palmolive, Crest 1995), with strong comprehensive strength quickly to seize the China’s high-end toothpaste market, and is gradually moving towards mass market penetration. The latest data show that 24 percent market share of Crest, ranked first; Colgate 18%, followed by; In addition, Colgate’s toothpaste black 12% of the market performance of China’s toothpaste market share of more than half have done to two giant hands.

but specific marketing operation, Crest, Colgate-Palmolive (excluding blacks) not only has a lot of the same with the similarities, also form their own sharp differences between the characteristics of the development.

1, the similarities and differences between product system

the same point: both are mothproof toothpaste to the starting point for the market to become a full three-dimensional expansion of the field of oral care.

entering China, Crest and Colgate have conducted extensive market research, found the Chinese toothpaste market mothproof the most potential for growth, so their sights mothproof toothpaste. China’s toothpaste market mothproof expand the cultivation of the two brands can not be left unrecognized. Mothproof get a firm foothold in the field, the two major brands catch up, by virtue of the strong technological strength, and constantly introduce other functions of the new products, product systems, to fill market gaps and the short version.

differences points: Crest multi-point attack, not Colgate leading.

Crest, Colgate are globally recognized experts in the field of dental mothproof. Crest are the first teeth by the world anti-authority organizations - American Dental Association (ADA) recognized mothproof toothpaste, toothpaste mothproof the United States are the first brand, mothproof superior efficacy. However Colgate Crest before entering the Chinese market, Colgate Crest in the United States learn from the success of operating experience, the first in China to create their own toothpaste mothproof the professional image of authority. And invested heavily R & D covers high, medium and low in all grades, multi-category system of oral care products. In the Chinese market, Colgate has a high level of Total toothpaste, Colgate tooth Czech Cosmetology liquid such as white-selling Star Products.

time jokes, so late in a very long period of time Crest passive everywhere. In order to reverse an unfavorable situation, the Crest to take many points out of the product strategy, targeting the different needs of consumers, Crest brand in China with the successful launch of Crest fluoride formula mothproof Thai toothpaste, Crest white double-effect toothpaste containing Chinese herbs All-in-One Crest toothpaste, toothpaste, etc. Hopexxstar quite competitive products, and Colgate all-round match.

aggressive marketing strategy to enable Crest and Colgate continued to narrow the gap, and finally become the boss of the Chinese market.

2, the similarities and differences between marketing

the same point: both rely on the dissemination of the strong brand power, steady, high-end and medium-sized cities to seize the toothpaste market, pending the status of a firm after adjust the marketing strategy, 34 lines to the urban and rural penetration, to the mass market penetration of toothpaste.

“first opened higher after低走” is one of the many multinational companies in the Chinese market taken a similar marketing strategy. Due to the complexity of the Chinese system of channels, Crest, Colgate-Palmolive are to operate their own best line of 12 urban markets, the introduction of 10-20 million of high-priced toothpaste, sold to China in large cities in the first contact with the crowd of high-end foreign brands , resulting in the very beginning to shape their own professional, high-quality brand image.

Immediately after that, the two major foreign brand product system down by filling the rich with the extension of the strategy has to take off their sacred cloak. After all, as a day-to-day supplies of toothpaste, the mainstream consumer market is mainly concentrated in the low-cost. With other sectors are different, the two giants have not taken a separate new brand specifically targeted at the low-end market brand strategy, but rather a brand (Crest, Colgate) include high-end and mass market, practice shows that this kinds of strategies are feasible.

differences points: Colgate smooth development, Crest catch up. Colgate

the steady expansion in the market, three years before entering China, bitter skills, introduction of products in test water at the same time, to concentrate on hardware such as building factories, laid the foundation for sustainable development. In 1999, Colgate’s market share in China jumped to first place. To enhance their ability to mass marketing, in 2003, Colgate Sanxiao Group acquired all the shares, with laughter in three low-end market influence, the massive march of low-end market, toothpaste and toothbrushes. Crest

The biggest advantage is Procter & Gamble’s marketing ability. As a day of industry giant, Procter & Gamble in the day many areas of industry have a wealth of small and medium-sized cities and rural markets to expand the experience, in April 2007, P & G also with the Chinese Ministry of Commerce to build a network of modern logistics in rural areas, promoting “village of a thousand million rural market project” reached a memorandum of understanding on cooperation, indicating that P & G is accelerating the pace of rural markets. These are the smooth conduct of Crest channel market penetration and an important guarantee for the focus of the sinking.

At present, the Crest has been catch up, second place Colgate. In order to maintain hard-won lead, P & G Crest has been a key support products, and plans will be set up in Japan’s personal cleaning supplies to move R & D center in Beijing, direct services market in China.

3, the similarities and differences between IMC

the same point: to enter China from the first day, both very strong long-term brand communication. Both are the same emphasis on the role of public marketing through a variety of public activities, create a good corporate citizen image.

Crest, Colgate ads are familiar with the dissemination of the important role of brand building. Colgate ads each year in the world for 180 million U.S. dollars investment, and advertising in China reached 1 billion yuan. Crest late to step in China to market ads get the support and market support, are P & G’s other brands during the introduction of 2 times.

two foreign brands have long-term commitment to oral care knowledge in China’s education and outreach. Two giant has spared no effort to disseminate public action, the objective to promote the hundreds of millions of Chinese people the concept of change in oral care and nurture of the toothpaste market expansion. (07-12-3)