From acrimony to mildness, can Richard Lindstein make both ends meet?

Johnson & Johnson's brand of oral care, which always has a pungent taste, has recently launched a new mild mouthwash. In order to win the favor of young consumers, especially female consumers, Li Shidelin has changed tastes in recent two years, introduced a new nighttime sky with zero alcohol, and changed from spicy tastes to mild tastes.

However, when visiting the market, Beijing Business Journal reporters found that the new mild taste of night rinse online shop shop is not complete. At the same time, Li Shidelin's spicy taste of classic products sales are still leading. People in the industry believe that the new night-sky mouthwash may be a new growth point of Li Shide's forestry achievements, but the market of mild mouthwash has already been occupied by other brands. At present, Lishdlin is in the leading position in the mouthwash market, but in the new taste market, it is a later one. Whether Lishdlin can gain a firm foothold in the new subdivision market still needs to be tested by the market.

Reporters recently found that Liszdrin Night Sky Mouthwash has officially launched in recent days, focusing on zero alcohol, mild taste. According to the data, Lishdrin mouthwash was originally a product of Pfizer Company of the United States. It was officially put into the retail market in 1914 and acquired by Johnson & Johnson in June 2006 with a capital of 16.6 billion US dollars. Li is the first non-prescription brand of mouthwash approved by the American Dental Association, and has received professional certification from other dental associations, including Canada, Australia, Hong Kong, China, Ireland and so on. Li Shidellin takes sterilization as its core function, which dooms its pungent taste. Responding to Beijing Business Daily, Li Shidelin's official said that he hoped to follow the changing needs of consumers and win the favor of young consumers on the basis of maintaining efficacy. Changing tastes is one of the ways that Liszdrin tried. The new mouthwash is almost designed for specific people.

According to Li Shidelin's positioning, the users of mouthwash in China tend to be high-end, while women are a group of users with higher sensitivity to mouthwash, so the majority of the users of night-sky mouthwash are middle-high-end young women. Song Qinghui, a well-known economist, believes that the young women market in China has a huge consumption energy. Li Shidelin has insight into the needs of this group by means of big data and has begun to locate young women consumers in order to further enhance the contribution of new products to brand performance. The change of tastes of Listerin products has brought about an increase in revenue for its parent company Johnson & Johnson. According to Johnson & Johnson Group's annual report in 2018, its dental care business has a worldwide revenue of $1.555 billion, an increase of 1.6% compared with the same period last year, due to its strong market strategy and the introduction of new products. It is reported that Li Shidellin's Night Sky Mouthwash was snapped up in Tiancat's flagship store in June 18, 2019.

Although online channels have achieved good results, Beijing Business Daily reporters found that the current night rinse online and offline did not fully sell. According to sources, Li Shidelin's new mouthwash has not been sold in several large Watsons in Qingdao and Wuhan. At the same time, when interviewed by Beijing Business Daily, it was found that in the relatively dense business circles, Watson's and Wanning's mouthwashes were sold by Li Shidelin. In areas with less passenger traffic, the new products are not on the Watsons shelves. The new Watson salesman told Beijing Business Daily that he was unaware of the new product launched by Li Shidelin and did not receive notification of the new product. It is worth noting that the traditional hot mouthwash is still dominant in the stores that have already been put on the shelves at present.

It is worth noting that the traditional pungent mouthwash is still dominant. Beijing Business Daily reporters visited Wanning Supermarket and found that the price of 400 ml mouthwash was 61.5 yuan. Members enjoyed a 5% discount and 30.75 yuan per bottle after discount. Among the new Watsons, the price of 400 ml mouthwash is 61.5 yuan, with a 7% discount on 2 items and a 43.05 yuan unit price after discount.

Watson's salesman said that the daily and traditional spicy taste of the classic special package sold best, but due to discounts, night rinse sales have begun to rise, new product promotion is also a phased marketing strategy given by Li Shidelin. Beijing Business Daily reporters interviewed Li Shidelin in the form of e-mail about why offline stores have not yet fully delivered goods, but as of the time of submission, the other party did not respond to this question. 

In the official flagship store of Tianmao in Lishdlin, the sales of zero-alcohol mouthwash are not very impressive, and the sales of classical spicy mouthwash products are still far ahead. Although the monthly sales of the newly launched Night Sky Mouthwash has risen to the second place, there is still a big gap with the classic ice-blue strong and refreshing mouthwash special.

According to the data of Tianmao official flagship store, the monthly sales of mild mouthwash were lower than that of spicy mouthwash. The monthly sales of the classic ice-blue strong mouthwash with alcohol exceeded 35,000 units, while the monthly sales of the ice-blue + orange flavor + cool mouthwash suit with alcohol exceeded 3930 units, which was far higher than zero.