"The rejuvenation of P&G's products and marketing is bringing the company back into the view of young consumers"... As the post-90s and post-00s generations gradually become the main消费 force, personalization and niche preferences are becoming consumption trends, and many industries are rapidly innovating to meet the ever-upgrading demands. Interestingly, 70% of industry innovation occurs in small and medium-sized enterprises, while large industry leaders often struggle to keep pace with innovation. However, there is an exception in the daily chemical industry. While many are engrossed in discussing whether P&G has truly been "killed" by WeChat Moments, and while rumors spread about P&G delisting, we have noticed that P&G has changed its approach, using trendy methods to entice young consumers and preparing to enter their "social circles." P&G Starts Acting Cute A few days ago, we noticed that news about P&G's Tmall flagship store's 10th anniversary celebration suddenly became lively on Weibo. Several novel products specially customized for this event became hot topics among young people, thanks to recommendations from key opinion leaders (KOLs). Alcohol-free mouthwash, Q-version scent beads, cat paw soap, Tide bags... Seeing these interesting products, many people would likely open Taobao to satisfy their curiosity. This is effective traffic generation. On the anniversary day, opening P&G's Tmall flagship store, a festive atmosphere greets you, with carousel pages exuding a welcoming vibe. Searching for "P&G Easter egg" reveals limited-time auctions, with stress-relief pigs and Tide trendy bags starting at 1 yuan. Head & Shoulders, OLAY, Oral-B, Safeguard... Each P&G brand, across different scenarios, amplifies joy with a rhythm characteristic of young people, culminating in a birthday party scene full of temptation. No scenario, no marketing; no experience, no marketing. Effective traffic generation, interesting products, precise audience communication, imaginative usage scenarios, coupled with a festive atmosphere, consumers cannot help but be infected with happy emotions. Instead of instilling anxiety or selling crisis, P&G produces happiness. Such a brand tone seems more likely to resonate with young people. Seeing this operation, we find that P&G even uses terms like "middle-aged maiden," and it no longer relies solely on CCTV's loudspeaker but leverages new media for precise communication, applying scenario marketing, community marketing, experience marketing, and other trendy methods to brand operations. In fact, P&G's transformation began long ago Over the past few years, P&G has faced much criticism. In the context of "P&G is old," we have observed that P&G's transformation started early. In 2016, the daily chemical industry entered a stagnant phase, and P&G began actively embracing the new economy through e-commerce platforms. While many thought P&G only valued e-commerce for sales, P&G used it to open a new marketing channel, experimenting with new media for brand promotion, outreach, and interaction. During this year's Spring Festival, P&G captured a large number of consumers with a unique New Year advertisement depicting a family's daily interactions. People saw that P&G's marketing became more down-to-earth and closer to young people. This made P&G stand out in new marketing and social operations. Through multiple campaigns, P&G's member registrations, conversion rates, repurchase rates, and average order values have multiplied. More importantly, P&G finally clearly understands consumers' purchase trajectories and paths across all brands in the group. For P&G, e-commerce platforms are not just sales channels for direct consumer contact; the vast data accumulated is becoming a crucial basis for product development and brand marketing. Now, P&G's Tmall official flagship store celebrates its tenth birthday. For this grand celebration, P&G launched a campaign that creates a youthful, vibrant brand image that makes daily life better and simpler, combining promotional activities with consumer experience. It is evident that P&G's flagship store operates with a branding mindset and social approach, shaping a platform persona to continuously occupy consumers' minds. Since entering the Chinese market, P&G's talent mechanisms, product mechanisms, and brand operation mechanisms have been models for Chinese companies, earning P&G the title of "Whampoa Military Academy" for Chinese marketing. However, in the internet era, P&G seemed to slow down, leading to speculation that, like Nokia and Motorola, P&G might be too large to turn around quickly and adapt to China's rapidly changing market. But P&G's size does not mean it is behind on information or incapable of accelerating. As a daily chemical company, rapid response does not require massive technical support. This 10th anniversary celebration shows us that change is happening: products that spark desire, precise KOL traffic, immersive experiences, and limited-time auctions—new plays that young people love. This has, to some extent, changed P&G's previous rigid image. It is often said that achieving both brand and sales effects in the Chinese market is difficult. This time, P&G's anniversary event provides a model in the e-commerce field, not only emotionally connecting with young people but also greatly boosting sales conversion. We hope to continue seeing such changes from P&G and a clearer platform image in the future. In fact, self-transformation can take many forms, from high-profile to subtle. P&G's approach is to use products close to young people and the plays they love to shorten the distance and play together. In the future, all industries will be entertainment industries; only enterprises that play with consumers will be frequently "named" for consumption. The rejuvenation of products and marketing is bringing P&G back into the view of young consumers. Youthfulness is a lever for brand development The young demographic with strong purchasing power is a target that most brands are unwilling to give up. When "post-90s" and "post-00s" are labeled by "traditional uncles" as personalized and niche consumers, these labels are actually manifestations of China's current consumption upgrade. They pursue product quality and shopping experience; they do not consume because of low prices but are willing to pay a premium for personalization. As the handsome uncle Li Ning becomes more adept at acting cute, Li Ning's store displays, in-store experiences, fan runs, and other activities have made the company truly "post-90s" or even "post-00s" from product design to marketing. From P&G's anniversary event, we can see P&G's determination to rejuvenate its brand and its exploration of youthful operational strategies, which seem to contrast sharply with P&G's past image. How to maintain existing volume while finding larger incremental markets is a problem P&G must face now. Operating on e-commerce platforms for brand rejuvenation is a beneficial attempt to find incremental markets. This change is partial and takes time to adapt to P&G's entire system. Change may bring risks, but the risk of not changing is certain. This risk is something P&G must bear. An egg breaking from the outside is death; from the inside is life. Change generated from within brings vitality and creativity to the enterprise. How to squeeze into the social circles of the new generation and become content they are willing to share is what P&G should focus on now. There is no eternal brand loyalty, only eternal word-of-mouth opportunities. When advertising-driven models fail and word-of-mouth becomes the trend, all enterprises should pay attention to consumers' attention. Where consumers' attention is, enterprises should be. Once industry leaders like P&G awaken and start acting, as a well-known marketer said, they have huge capital advantages and mature product development, brand operation, and channel advantages, and will influence consumers like a flood. The height of an industry is supported by leading enterprises. As a leading daily chemical company, driven by internal forces of product and operational rejuvenation, perhaps in the near future, P&G will bring more vitality to the entire daily chemical industry. Source: Sales and Market, Author: Jia He Tips will be paid 400-2000 yuan upon adoption. 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