Good news | Listed for four consecutive years! Miaojie was selected as the 9th place in the 2020 Kantar Index Home Care category

In June of this year, Kantar Worldpanel released the "2020 Asia Brand Footprint Report", which showed that in the past year, TopCare ranked 9th in the home care category with 1.37 billion consumer touchpoints and a penetration rate of 32.5%, making it the only home care brand in the TOP10 list. This is the fourth consecutive year that TopCare has been on the list. Compared to last year's report released by Kantar, the number of consumer touchpoints increased by 3%, with an additional 41.1 million consumer touchpoints. At the same time, Miaojie was also selected for the Kantar Index's TOP50 list of fast-moving consumer goods brands.

Miaojie was selected as one of the top 10 in the Kantar Index Home Care category      

The 2020 Asian Brand Footprint Report reveals the brands that consumers in various Asian markets choose the most and purchase the most frequently, based on real consumer behavior indicators. Miaojie has been on the list for four consecutive years and has been selected multiple times in the TOP10 list, indicating the trust and love of Chinese market consumers for the Miaojie brand. The reason why Miaojie has achieved such results is also due to different brand growth secrets.

This year's "2020 Asian Brand Footprint Report" compared the performance of brands before and after the pandemic and found that consumer shopping behavior has changed in different dimensions and degrees. However, regardless of the changes, all brands on the list that have achieved growth follow one or more of the five growth leverage principles, namely: new demand, new consumption opportunities, expanding more categories, more segmented audiences, and expanding geographical coverage. The growth of the Miaojie brand fully reflects and confirms the importance of these five principles.

Lv Shupin, Deputy General Manager of Marketing Department of Miaojie Brand (first from the left)

Lv Shupin, Deputy General Manager of Marketing Department of Tuopu Miaojie Brand, analyzed Miaojie's brand growth strategy to Kantar Consumer Index. She said that data shows that in the past year, 32.5% of Chinese households, equivalent to 206 million Chinese households, purchased Miaojie brand products 2.2 times. That is to say, in China, one in every three households is using Miaojie products to create a more comfortable home environment for their families. We are honored and grateful for this, because of the trust and support of consumers, we have achieved today's results.

Lv Shupin stated that in the post pandemic era of the Chinese consumer market, brands must seek new growth opportunities. We must respond flexibly, perceive changes in consumer demand, discover new scenarios, and explore new ways. In fact, since the establishment of the Miaojie brand 28 years ago, we have always followed the five principles of leverage, which has led to the three core competitiveness of the Miaojie brand today.

1、 Putting users first. Persist in gaining in-depth insights into consumers, exploring new groups, demands, scenarios, and touchpoints to instantly grasp trends and opportunities. For example, during this epidemic, the demand for safe and antibacterial products has rapidly increased. We have innovatively launched the "Easy Clean Disposable Toilet Brush", which uses a disposable brush head and comes with a powerful formula cleaning solution, which can effectively kill pyogenic cocci and intestinal pathogenic bacteria. There is also the "Miaoyi Daily Disposable Cloth", which is highly flexible, tough, and suitable for both dry and wet use, inhibiting bacterial growth. It can be used and thrown immediately, making it more hygienic and clean. Both products have been well received by consumers.

2、 Adhere to quality first. Miaojie always brings peace of mind, safety, and consistent high quality to millions of families, enhances the quality of life for users, and builds user trust, which is the long-term foundation of the brand. Throughout, the detailed design of Miaojie's products has been deeply loved by users, and it can be said that we have taken the details to the extreme. Both are home cleaning products, and we hope that the tools themselves can minimize the user's usage costs to the greatest extent possible, making the user experience simpler and more convenient, rather than solving a household chore for the user and adding another usage hassle.

3、 Persist in deepening the layout of all channels. For many years, Miaojie has been deeply cultivating multiple markets in South China, East China, and other regions, laying out key areas. Offline direct supply retailers and distributors have been deeply cultivating in 32 provinces, currently covering more than 100000 terminal stores. In the past two years, it has rapidly expanded its e-commerce and laid out new retail channels. Through full digital integration, consumers can see and buy, achieving new business growth. The black swan of this epidemic has also prompted us to accelerate the pace of dual line integration. In the future, Miaojie will focus on building its own full network marketing ecosystem, deeply utilizing Alibaba's platform empowerment, building a brand data bank, and opening up more refined and systematic brand operations.

Lv Shupin expressed that we are also very grateful for the Kantar Brand Footprint Ranking report, which allows us to learn from the industry and compare the annual data changes. We can see the demand and support of Chinese market consumers for Miaojie products. This is the industry's encouragement and motivation for us. Miaojie will continue to launch good products with dedication and serve more consumers.

Yu Jian, General Manager of Kantar Worldpanel Greater China, also pointed out in a report that in this rapidly changing market, the winners in the fast-moving consumer goods field, regardless of their size, must be able to keenly capture and meet more differentiated and personalized consumer needs, optimize brand communication efficiency through effective content, social media, and live streaming e-commerce platforms, and reach consumers through efficient omni channel layout. Only brands that excel in these three aspects have the potential to gain greater growth opportunities.

At present, the Internet industry is developing rapidly, the 5G era has arrived, the impact of the global epidemic continues, consumer shopping behavior is changing, and there are still many unstable factors in the consumer market. As the brand with the highest market share in China's Jiaqing market, Miaojie has the responsibility and confidence to set a new benchmark for the industry's channel breakthrough. Miaojie will utilize new data and technologies to carry out refined operations throughout the entire marketing chain, continuously providing higher quality, more reassuring and convenient products and services, embracing market changes with a positive and enterprising attitude, and enabling millions of families to enjoy a better quality of life.