For more than 20 years, there are only Durex, Okamoto and jasbon in the condom market

（ This is from the Internet , Invasion and deletion ）

source | Mantis observation

writing | Yi Buer

Suspected of 2022 The award-winning information of Cannes Film Festival was disclosed in advance , Tang Wei, who had no chance to be a film queen, did not attend the closing ceremony directly , Rush on the hot search .

At that time , Many people on Weibo are praising Tang Wei for his directness 、 personal independence of conduct , He also recalled Tang Wei's movie roles in those years .

among , Directed by chenkexin 《 Martial arts 》 In this movie , Tang Wei not only created a Yu, a simple peasant woman , Also contributed a “ The popular science ” The plot ： Ah Yu wanted to use contraception , With my husband “ sexual intercourse of husband and wife ” front , Clean the swim bladder as a condom .

Although ah Yu's husband refused because the swim bladder was too fishy , But the swim bladder is really “ Used to be a condom ”.

Use the swim bladder 、 Sheep intestines and other materials to make condoms , yes 17 Kant, the physician of Charles II of England in the th century （Condom）, To prevent pregnancy 、 Invented to prevent disease transmission . That's why , The English name of the condom is "Condom".

China first recorded this “ A pleasant invention ”, It was written by Zhang Deyi, a diplomat in the late Qing Dynasty 《 Nautical diary 》 in ：“ The name of this item is... In France ‘ English clothes ’, Britain is called ‘ French letter ’, Pass the buck to each other , Who is to blame , Very interesting .”

Although condoms appeared not late in China , But become a publicly available commodity , It's already 1999 year . After that , durex 、 Ji on 、 Okamoto, these condom brands , In a 20 After years of market competition, it has been known by Chinese consumers one by one .

It's just ,20 Years passed , The condom market has its name , Or just Durex 、 okamoto 、 Ji on .

The war between Durex and Jasper

Durex was a year before condoms became a public commodity ——1998 year , Entered the Chinese market .

Before that , Condoms have always been a monopoly product of the family planning commission . And then , Condom has also been with the development of society , Experienced material from swim bladder 、 Sheep intestines 、 Vulcanized rubber to natural latex , In the way of use, it can be reused , Iterative evolution to disposable products .

In the same year , Humanwell pharmaceutical, a Chinese biopharmaceutical enterprise , Jieshibang was established in Wuhan . Now with 0.03 Okamoto, who swept the high-end condom market ,2002 I came to China in , Much later than the first two 4 year .

this 4 Year , Durex and jasbon have entered the stage of fierce competition for the first place in the market . Durex, who has always been famous for marketing , At that time, it was hard to steal the spotlight from Jasper .

at that time , The State Administration for Industry and Commerce has stipulated that it is strictly prohibited to publish and broadcast advertisements for sexual life products , therefore , Jasbon is in 1998 During the world cup , Howard 500 More than HK $million has been put in advertisements on Hong Kong TV stations , So as to radiate the Pearl River Delta market . meanwhile , Jasbon was on the bus in Guangzhou , Play only survived 33 Days of “ Ji on , Carefree love ” Advertising words , The other side is in more than ten cities across the country , hold “ Millions of condoms were distributed ” Activities .

Under strong marketing , Jasbon around the Millennium , It has become the first domestic condom brand to press Durex . Scenery period , Jasbon is a profitable asset of humanwell medicine , Contribute about to the company every year 2000 Ten thousand yuan net profit .

The market has , The boldness is even greater . Jasper's propaganda copy began to appear “ The number one brand in the world ”“ The only global condom brand ” Equal word . Although at this time, jasbon has already started to establish jasbon （ The British ） Global Ltd , And turn Wuhan, the base area, into the general distributor of jasbon brand in China . But Durex caught this loophole in the propaganda , On the grounds of suspected false propaganda and unfair competition , Take jasbon to court , And claim for compensation 500 ten thousand .

This scene was “ High price lawsuit ” Seriously dampened the spirit of jasbon . meanwhile , Channel layout of jasbon and Durex , There has also been a marked differentiation .

Just in jasbon, he was still staring at the hotel 、 The pharmacy 、 Bars and other traditional channels , Durex followed the supermarket 、 The rise of convenience stores , Aiming at the small space of the cash register .

Put condoms next to the cash register , It is a channel strategy with accurate insight into the shame psychology of consumers . After all , Scan the brand of condoms in the queue , Then take a box and pay the bill directly , Avoid embarrassing scenes perfectly . According to research , about 75% People who have bought condoms say , I just took it by hand .

2002 In the second half of , Jasbon faces not only the compensation for the failure of the lawsuit , I have to accept Durex for only half a year , We used the cash register to achieve sales growth 3 Times the report card .

Since then , The market of jasbon was nibbled by Durex step by step . meanwhile , At that time, the main business of humanwell medicine changed frequently , From family planning supplies to property management to real estate 、 Environmental protection and other aspects , Large scale investments have failed to pay off , The company's capital chain is tight . thus ,2006 year 2 The month and 2009 year 8 month , Humanwell medicine aims to improve its asset structure 、 Reduce the debt ratio, etc , It will be divided into two parts 75% Equity transfer to Ansel, an Australian adult products company , The total amount of the transaction is 1.62 One hundred million yuan .

Even though 11 Years later, 2017 year , Focus on exploring the acquisition of JSB by humanwell medicine for gender health 54% equity , And realize holding . But then , Durex has a strong brand mind , With Okamoto's strong product mind , Humanwell medicine has not brought jasbon a bright future .2019 year , Jieshibang under the management of humanwell medicine , The net interest rate is only 2% Multipoint , Far less than the average of Ansel's business 18%.

2020 year 11 month , Humanwell medicine directly issued an announcement , Will jasbon 40% The equity interest in 2 It was sold to Hillhouse and other institutions at a price of US $billion .

Now , Durex and Okamoto's combined market share in China has exceeded 60%. Jasbon, who has changed his master several times , After walking for more than ten years , The situation is not as good as it used to be .

in the final analysis , In the initial stage of the Chinese market , After gaining popularity through marketing , What really determines the transformation of the market , Or the differentiated channel layout .

0.03 Open up a new Jianghu

It's just , As brands rush to occupy the cash register , In addition, the rise of e-commerce , There is a new way to buy condoms privately , This makes the market competition between brands ,“ site ” It is no longer the key point to determine the market share .

When Okamoto also learned about Durex's social marketing , take 0.03 After bringing it into the public's sexual life ,“ cargo ” It has become the killer mace to promote the brand .

stay 2016 Years ago , Durex's development in China , It has always been smooth sailing . During this time , Durex also set off greater potential in China with a major landmark event , Become the king of marketing .

Help Durex to remain the king of marketing , There are two objective conditions for maturity . One is 2009 Sina Weibo was launched in , The other is 2010 Li Jie bought Durex in . The former provides a network channel covering the whole people , The latter ensures the demand of marketing by taking advantage of the situation “ Grain and grass ”.

therefore , And then there is 2011 Year of “ Durex shoe cover rain night legend ” Phenomenal marketing cases , And be 《 China Daily 》 The English version will be one of the most representative social network marketing cases . Matching , Durex's sales soared by 50% that year .

And this year , Okamoto, who just opened Sina Weibo , The first item released is ：“ Okamoto Co., Ltd. is one of the earliest manufacturers of condoms in the world . The company is headquartered in Tokyo, Japan , In Shizuoka, Japan 、 ibaraki 、 The three major cities of Fukushima have product R & D and production bases .”

It's not interesting .

Although Okamoto is carrying “ Slim expert ” The title is developing in the Chinese market , also , Durex emphasizes its own products 0.06 The slim experience , Okamoto already has 0.03 Thin products . But then , In the condom market , Durex has been relying on its endless creative marketing , From safety 、 Trust and other aspects occupy a strong consumer mind , Okamoto, who is targeting the high-end market , Single emphasis on thin product performance , It's hard to face Durex in a short time .

2012 year , Okamoto's performance is that of Durex 1/10, The profit is Durex's 1/3.

thereafter , Social marketing began to be valued by Okamoto .

Compared with Durex's choice of popular life image , Okamoto has differentiated the design of literary and artistic youth , Like Neruda's “ On my barren land , You are the last rose ” Such a poem , It frequently appears on Okamoto's official microblog .

The event that pushed Okamoto's cultural and youth marketing to a climax , when 2014 In, Han Han posted a microblog that said “ Shooting in the wind and rain , There is a feeling of ultra-thin passion series ” weibo . Okamoto took advantage of the situation to add fuel to the flames , The brand has received millions of exposure .

Okamoto's key battle against Durex , lie in 2016 Release of new transparent thin series products in , With “80 year , Only forward 0.02mm” The advertising language of , The ultrathin characteristics of Okamoto brand are deeply rooted in the hearts of the people . Word has it that , At that time What Okamoto used to say is “ The golden prize of advertising 、 Durex won the silver medal , Let's make money ”.

This year , Okamoto's performance has reached that of Durex 1/3, Profits have been completely flat . among , classical 0.03 Series of products , Contributed to Okamoto 30% Above achievements .

In the whole growing market ,0.03 The performance is also quite brilliant . Intelligence research consulting data shows ,2016 to 2019 year , The compound growth rate of condom sales in China is 6.5%, And Okamoto's 0.03 series , stay 2017 to 2021 The compound annual growth rate is 20%, The growth rate far exceeds the overall market .

When Okamoto has verified that there is a blue ocean market behind the ultra-thin condom , Markets with follow-up strategies , They all rush to 0.03. Now , Whether Durex 、 Jasbon or other brands ,0.03 It is already a necessary product to enter the market . Even bill · Gates is promoting the development of ultra-thin condoms , Also said ：“ There is a market for ultra-thin condoms , Because condoms haven't been innovated for many years .”

One side , This is the result of mature technology in the condom industry . at present , On the market 0.03 The product has two materials , First, good ductility , But the limit can only be reached 0.03 Natural latex material , The other is that latex condoms are easier to break than latex condoms , But the thickness can be reduced to 0.01 Polyurethane material .

Although it has created 0.03 Okamoto of this ultra-thin condom category , It is the first to break through the limit of natural latex materials , The thickness of the condom has been reduced to 0.03 The brand of , And claim that many other brands are 0.03 Achievements in , Are based on polyurethane materials , The technical difficulty is lower than that of natural latex materials . But in the actual purchase process of consumers , What we recognize is the brand 、 Thinness , Few people will study what kind of material this thin is made of . Okamoto's own new 0.01 series , Polyurethane materials are used .

On the other hand , At a time when the concept of sex is becoming more and more open , Based on contraception 、 The need to prevent disease , People need condoms when they enjoy the pleasure of fish and water , But to enjoy the ultimate pleasure , Consumers do not want to feel the existence of condoms . Okamoto's research on consumers in the Asia Pacific region shows that , When the thickness of the condom decreases 0.01 mm , Comfort will be improved 20%.

That's why , Ultra thin condoms will have more and more market . Public data display , In China, , The ultra-thin condom has occupied 60% The market of , It is one of the fastest growing categories .

Well known cemetery

There has always been a story on the Internet ： Marketing I serve Durex , But I use Okamoto .

This reflects from the side , Lean on 0.03 Strong product intelligence , Okamoto is under Durex's strong social media marketing , Still found their own market . With public data , Just Okamoto 0.03 This series , It has occupied the entire condom market in China 10% Share .

Okamoto's in Durex “ shadow ” Rise under ,「 Zheng Guangtao Grant」 An article has mentioned a point that , It refers to that Durex has fallen into “ Well known cemetery ” The situation .

The popularity cemetery describes a marketing phenomenon , Customers can recognize a brand when they see or hear it , But when customers have a need , But ignore the brand , Choose another brand . Because customers only know that the brand is famous , besides , No other in-depth knowledge of the brand 、 Trust and preference .

Durex who pays attention to social marketing , Although with the ability to capture hot spots , Let Durex this brand have a nationwide popularity , But on specific products , But it doesn't provide key information points that consumers can remember . The lack of Durex product emphasis , Became Okamoto's growth weapon . In product naming , Okamoto just 0.03、0.02 To 0.01 To visually describe the thickness of condoms , The brand promotion also strengthens the concept of ultra-thin , Direct product experience , Form product selection preferences .

Their different marketing strategies , Although it has formed the current market pattern to a certain extent , But it is far from the end .

The condom market in China , By the original production oriented , Entering the current brand oriented stage , This makes consumers “ Recognize the product and brand ”. This has a large scale in China 、 A manufacturer with good technology , But because of the capital advantage and marketing experience, it is not as good as foreign brands , So far, it has not formed a strong domestic brand , We can see that To occupy the brand mind is to occupy the consumer market .

meanwhile , The condom market typically relies on brand image to build consumer trust 、 The market that drives consumption decisions .

Hua Shan, the founder of Hua and Hua consulting, said ：“ The essence of propaganda is repetition , The essence of the audience is forgetting . The principle of communication is to fight forgetting with repetition .”

Durex borrows endless social events “ repeat ” Brand awareness , Okamoto has been for decades “ repeat ” Ultra thin performance of the product . Although Okamoto can attract his own precise consumer groups , But Durex kept brushing the marketing action of existence in front of people , It has already helped to lay a huge consumption base .

That's why , Despite Okamoto's surprise attack , But Durex, who implements the product follow-up strategy , It is still the leading brand in the condom market in China , With more than 40% The market share of has become the absolute head . Okamoto's product advantages , Although it has earned a certain market share , But there is still a big gap with Durex , And there is another one behind “ Ill fated ” but “ Chase ” Jasbon .

One thing for sure is , With the increasing openness of social concept , And the main force of demand is becoming younger , That can stir up the condom market , Or is it Okamoto's product innovation .

According to the data of Gaohe Investment Research Center ,23—35 Age group is the main consumer group of online family planning products . Judging from the online sales of condoms by thickness ,“ Ultra thin ” With 56% The absolute advantage of , Won their favor .

The annual condom use in China is 150 One hundred million only , And every year 8% The growth rate of is consuming . In such a huge market that concerns everyone's sexual well-being , Hope the story about the brand , Not just Durex 、 okamoto 、 Ji on ; And the story about the product , Not just staring at “ ultra-thin ” In repetition .

Reference material ：

《 Sound volume 、 No sales ,“ Little red books ” The prosperity dilemma of marketing 》 Zheng Guangtao Grant

《 The friction between Okamoto and Durex 》 China business network

《 Mean enough , To the end —— Okamoto provoked Durex 》 China marketing communication network

《 From the condom “ The battle of Yu Liang ”, See who has ended the marketing era ？》 Wave of new consumption

《 Used up in one year 100 One hundred million ,「 condom 」 Is it a good track ？》 Gaohe Investment Research Center

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