---
title: "Nice Group Leverages the Internet to Launch Hit New Products, Stirring Up the FMCG Industry!"
description: "Nice Group, a daily chemical brand, has long been a model for the FMCG industry. Its well-known brands such as Diao Pai, Chonergy, and Nice are household names. Recently, Nice launched a new toothpaste specifically for adolescents, called 'Jian Shuang Bai' (Healthy White), which quickly boosted sales through unique internet marketing, guiding consumption trends and causing a stir in the FMCG sector. Last June, the Jian Shuang Bai series began rolling out nationwide, with advantages like transparent tubes, visible quality, fresh nutrition, and visible whitening within 4 weeks, achieving better-than-expected market performance."
author: "刘大贺"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-07-12"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/nice-group-leverages-the-internet-to-launch-hit-new-products-stirring-up-2ea2b613/"
markdown: "https://xinjignxiao.com/en/articles/nice-group-leverages-the-internet-to-launch-hit-new-products-stirring-up-2ea2b613.md"
original_source: "https://mp.weixin.qq.com/s/zln_eIFrAtBViGtFa8pVrQ"
translation: "https://xinjignxiao.com/zh/articles/%E7%BA%B3%E7%88%B1%E6%96%AF%E5%80%9F%E5%8A%A9%E4%BA%92%E8%81%94%E7%BD%91%E5%8A%9B%E6%8E%A8%E7%88%86%E6%AC%BE%E6%96%B0%E5%93%81-%E5%86%8D%E6%8E%80%E6%97%A5%E5%8C%96%E8%A1%8C%E4%B8%9A%E9%A3%8E%E6%BD%AE-2ea2b613.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/nice-group-leverages-the-internet-to-launch-hit-new-products-stirring-up-2ea2b613/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Nice Group Leverages the Internet to Launch Hit New Products, Stirring Up the FMCG Industry!

> Nice Group, a daily chemical brand, has long been a model for the FMCG industry. Its well-known brands such as Diao Pai, Chonergy, and Nice are household names. Recently, Nice launched a new toothpaste specifically for adolescents, called 'Jian Shuang Bai' (Healthy White), which quickly boosted sales through unique internet marketing, guiding consumption trends and causing a stir in the FMCG sector. Last June, the Jian Shuang Bai series began rolling out nationwide, with advantages like transparent tubes, visible quality, fresh nutrition, and visible whitening within 4 weeks, achieving better-than-expected market performance.

Nice Group, a daily chemical brand, has always been a model for the FMCG industry. Its multiple well-known brands, including Diao Pai, Chonergy, and Nice, are household names in the FMCG daily chemical sector. Recently, Nice launched a new toothpaste specifically for adolescents, called 'Jian Shuang Bai' (Healthy White), which quickly boosted sales through unique internet marketing, guiding consumption trends and causing a stir in the FMCG sector.

Last June, the Jian Shuang Bai series products began to hit the national market one after another. With advantages such as transparent tubes, visible quality, fresh nutrition, and visible whitening within 4 weeks, they achieved better-than-expected market performance. As FMCG consumer groups become increasingly precise and the market further segments, and with China's relaxation of the two-child policy, Nice has started targeting the growing young demographic this year by launching new products. Through strategic cooperation with major internet IPs, they precisely influence audiences, quickly boost sales, and lead the development of the FMCG market.

However, many daily chemical companies have launched toothpaste for young people and done extensive marketing, but why haven't they succeeded like 'Jian Shuang Bai'? Through internet big data analysis, we found that toothpaste products targeting adolescent customers generally face four major sales challenges:

1. **The proportion of users under 18 who actively buy toothpaste is very small**
   The proportion of those under 18 who actively buy toothpaste is minimal; most purchases are made by parents. The sales challenge is not with the young people but with their parents.

2. **Toothpaste awareness among young people is extremely low**
   There is not much promotion of toothpaste specifically for young people. Young people love the internet, but the toothpaste category does not appear in the top 40 search terms, meaning awareness of the toothpaste category among young people is extremely low.

3. **The internet marketing foundation for toothpaste is very weak**
   Traffic for washing and care products is very low. Data confirms that toothpaste brands have not done enough internet promotion, and the category has not received attention. When I searched Baidu for toothpaste targeting young people, there was very little information—not a single article on the entire Baidu.

4. **Toothpaste faces surprising media challenges in marketing**
   Media channels are fragmented, which is why many companies dare not over-promote the category. Advertising effects are not obvious, and the cost is too high. The less promotion, the more passive the category's awareness on the internet.

**Facing these four challenges, other brands have failed, but Nice's 'Jian Shuang Bai' broke through with innovation in the following three aspects and ultimately won:**

1. **Package product concept to stimulate target customers**
   As the saying goes, FMCG is about selling the package. To better communicate with young people, Jian Shuang Bai uses cartoon packaging that teenagers like at first sight. Super clear selling points and slogans loved by young people are the magic to win young fans.
   Secondly, Jian Shuang Bai is a gift and bond that helps parents build better communication with their children. The best way to please parents is to truly please their children. When parents believe their actions can please their children, they will continue to pay for it. Buying is not the goal; making the child like it is the goal. Therefore, good packaging must truly make children like it, and also make parents feel that their children will like it.
   Adolescence is the most rebellious period for children and the most difficult time for parent-child relationships. Children want freedom, while parents tend to protect them fully, leading to many challenges in the parent-child relationship.
   On social networks, children often play hide-and-seek with their parents, block them on WeChat Moments, and have separate accounts for friends.
   The best way to please children is to give them some free space. Jian Shuang Bai is the perfect gift for both parents and children.

2. **Use precise media and event marketing to activate target customers**
   Many companies choose media that does not match their target customers, wasting advertising resources and failing to reach precise users. Since Jian Shuang Bai is positioned for young people, it needed to find the medium that best matches young people. Nice ultimately decided to cooperate with Baozou Media, which was the key to victory. Later, through a series of related activities, they quickly boosted publicity and drove sales.
   Let's understand why Nice chose to cooperate with Baozou Media. Rich media resources are one aspect, but more importantly, the audience of the medium is exactly the target customers of Nice's new product, making the promotion precise and effective. Baozou's resources include comics, Baozou Big Events, and many young internet celebrities, all of whom are young people. The media attributes are youthful, fashionable, cute and cartoonish, with a wide fan base.
   Through a series of event marketing campaigns, Nice precisely spread the brand culture of Jian Shuang Bai and activated a large number of target users.
   Nice planned a Taobao crowdfunding campaign titled 'Your User Is No Longer in the Service Area' and pre-sale warm-up activities on e-commerce platforms. In the mid-term, Nice planned the 'Baozou Big Event - Boys and Girls Independence Day' activity, calling on parents to unfollow their children on WeChat Moments and QQ Spaces, creating a controversial topic, and using online and offline follow-up reports to continuously spread and hype the topic. Small but with attitude, the topic quickly fermented, bringing event marketing effects.

3. **Final push: improve in-store conversion and boost sales**
   With publicity in place and traffic coming, how to improve conversion is key to e-commerce sales. Jian Shuang Bai chose to launch on Tmall, the platform with the largest e-commerce traffic. The company built a Baozou-exclusive page integrated with media promotion, turning the product launch into a shopping page that is participatory, shareable, discussable, purchasable, with attitude, interesting, influential, and traffic-generating. Through special product sales on Independence Day, live streaming of brushing teeth by internet celebrities, on-site sales, KOL ignition, and Tmall Supermarket trials, they quickly attracted target customers, cleverly and precisely converted, truly enhanced fan stickiness and spread, and ultimately achieved a surge in e-commerce sales.
   The above is a screenshot of the Jian Shuang Bai launch on Tmall. After seeing the Jian Shuang Bai Baozou Magic Box shopping page, young people who like Baozou will love it.
   Of course, the marketing of Jian Shuang Bai is just beginning, and the cooperation with Baozou Media is also just beginning. Nice's internet marketing has already been proven successful. Whether they will cooperate with more precise media and launch more marketing actions in the future remains to be seen. After this event, the topic of unfollowing on WeChat Moments has continued to heat up. Nice's advertising, unlike traditional advertising, has news attributes and a long-tail effect, which is worth learning from in the industry.

**Case Summary**
   Traditional companies hope to learn from the internet for better marketing, but good marketing requires systematic coordination of product, planning, media, design, management, service, etc. Regardless of the marketing channels or methods used, it is essential to lock onto precise users, identify their core needs, provide truly explosive products, and plan activities that surprise users, in order to ultimately achieve marketing results and sustain spread and traffic.
   The editor compiled Baidu Index data for toothpaste over the past six years and found that the online popularity of the toothpaste category has been steadily growing. There will be greater market space in the future.
   China's top ten toothpaste brands: Yunnan Baiyao, Darlie, Colgate, Crest, Zhonghua, Sensodyne, Sanxiao, Shuke, Cold Sore Ling, and Liangmianzhen. None of these brands have a true adolescent toothpaste; whether in packaging or selling points, they are mostly mass-market positioned. Nice's Jian Shuang Bai is the first daily chemical company to precisely target the young demographic, the first to eat the crab, and the first to eat the crab so professionally. People always remember the first brand and ignore others. In the future of adolescent toothpaste, Nice has already obtained the first ticket. The marketing of Jian Shuang Bai has been a great success, and its future development is worth looking forward to by FMCG professionals. Nice's marketing case is also worth learning from and referencing in the industry.

-END-

China's best FMCG distributor learning platform
Focusing on providing professional, practical, and useful tutorials for companies and distributors
Committed to helping Chinese FMCG distributors grow rapidly

**The most professional and practical knowledge base in the FMCG industry**
Reply with the red number below to get the corresponding content
Reply with number 1 to view the complete knowledge base
| **001** Excellent article selection | **002** Distributor market operations | **003** Terminal visit management | **004** Sales supervisor skills | **005** Sales improvement techniques | **006** Channel expansion | **007** Managing distributors | **008** Distributor development | **009** Distributor internal operations management | **010** Team management | **011** Efficient distribution techniques | **012** Sales manager's eighteen skills | **013** KA operation methods and strategies | **014** First lesson for new salespeople | **015** Internet, brand | **016** Distributor B2B transformation |
[Long press QR code to follow]


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671