How can new products conquer the market? This is a critical challenge for all companies, especially in the fiercely competitive cosmetics industry. As the saying goes, 'Good wine needs no bush,' but today we must add: if the groundwork is not done well, even if you place the wine on the streets, it will be 'good wine that no one buys.' In Jin Yong's novels, Linghu Chong's 'Nine Solitary Moves' were invincible. Having been in the industry for thirteen years, I have summarized nine sword techniques based on the experience of predecessors. I present them here for your reference and welcome your criticism.

Sword Move 1: Inch Sword Features: Strikes from the closest distance, sudden force, catching the enemy off guard. This is the most effective promotional tactic in close combat, typically used for in-store promotions at retail terminals. Bruce Lee's Jeet Kune Do has a powerful move: the one-inch punch, striking from an inch away, making it impossible to defend. This move is similar in spirit, akin to 'Little Li Flying Dagger.' In stores, it involves promotional staff shifting competitor products to highlight their own brand, or giving small favors to store staff to secure better shelf positions. I know a Mr. Cheng who worked at Sofuto and excelled at this move. He personally trained all store promoters in his region, successfully moving Johnson & Johnson's Clean & Clear from prime shelf space to the bottom, and eventually out of the store. This shows the importance of terminal building. Suitable for: Companies of any size, but operators must have some martial arts foundation, understand timing, location, and harmony, and use all available forces to pave the way for product sales. This move often has a leverage effect. Lethality: ★★★★

Sword Move 2: Flower Sword Features: This technique focuses on attractive packaging. Even if the product itself is a sword, poor packaging will lead to neglect. With packaging differentiation, products can stand out on the shelf, attract consumer attention, and increase purchase opportunities. The key feature is that the product speaks for itself. In the Chinese cosmetics market, many products have excellent packaging. International brands rarely fail in packaging, whether it's Rejoice, Head & Shoulders, Lux, Dove for washing, or L'Oréal, Shiseido, SK-II for skincare. They all align with brand positioning and showcase brand image. P&G's new Camay women's fragrance shower gel is a perfect example of the Flower Sword. Five products, each with different claims, not only in bottle design and color but also in innovative product descriptions with sensual, charming, and elegant language to stimulate purchase. It's thoughtful and meticulous. Domestic brands lag behind international ones in this move. After Little Nurse was acquired by L'Oréal, compare the packaging before and after; the new packaging looks international. However, there are outstanding domestic examples like Aishi from Dongguan, which, despite no advertising, attracts consumers with its unique product design and retains them with quality. Some domestic products imitate foreign packaging so well that it's hard to tell the difference, which is also a strategy. Notably, rapidly growing brands like Herborist, Proya, Chando, and Marubi have invested heavily in this move and are worth studying. Suitable for: Any company, regardless of size. Key is the aesthetic awareness and ability of decision-makers. Lethality: ★★★

Sword Move 3: Wild Sword Features: This move relies on the company's strong strength, using massive multi-channel advertising to quickly establish market position and dominate. Whether in promotion or terminal display, it's overwhelming and unstoppable. The 'Red Storm' of Slek is a typical example. It used intensive TV advertising, nationwide roadshows, and purchased the best shelf positions in all stores, forcing P&G to join the terminal war. Such scale is not for small companies; only powerful ones can stage such a show. This tactic directly propelled Slek to the top three in the national shampoo market. In skincare, domestic brands also have notable examples. Dr. Bai is a classic. Starting in 2003, it used a pavilion at the beauty expo, large-scale publicity, and heavy TV advertising. Its slogan 'White, white, white, just make you white' was a forceful promotion that led to overnight fame. In recent years, Bawang anti-hair loss is the most famous. With international star Jackie Chan as spokesperson, multi-channel advertising, and strong terminal building, it jumped from third-tier to first-tier by the end of 2005. It's said that Bawang is the only domestic brand P&G has listed as a competitor since 2006, showing the power of this move! For domestic companies, besides strong financial resources, the owner's boldness is crucial. Lethality: ★★★★★

Sword Move 4: Fencing Sword Features: Fierce, fast, accurate, and ruthless. It targets specific points and never misses. It uses the long sword to its full potential, intimidating the enemy. It's used in close combat, such as in-store promotions with a 'five knives' strategy: terminal display, training, advertising, promotion, and gifts, attacking on all fronts to quickly gain awareness and first purchases. Many companies use this for new product launches. For example, Unilever's Clear anti-dandruff shampoo launched with buy-one-get-one-free, forcing Head & Shoulders to do the same. Clear Men's launch also prompted Head & Shoulders to introduce a men's line. These rivals have been fighting with fencing tactics. This year, Rejoice's new anti-hair loss series directly targeted Bawang, with displays facing Bawang's products, using 'confrontational display, close combat display, stack display, and promotional display,' forcing Bawang to respond. This tactic also reshuffles the terminal market. After the Clear vs. Head & Shoulders battle, third-tier domestic anti-dandruff brands have disappeared from KA stores. Few domestic companies excel at this move. Slek's direct challenge to P&G in terminals is a model. In second and third-tier markets, domestic vs. domestic fencing is common but less sophisticated than international brands. Suitable for: This is a frontal attack. Such companies have deep internal strength and speed. The key is to assess the opponent and ensure your strength is not too inferior. Ideally, your overall strength should surpass the opponent. Lethality: ★★★★★

Sword Move 5: Light Sword Features: The company uses a low-price strategy, giving all profits to channel and terminal partners, providing only some promotional materials. The channel is multi-layered, allowing rapid distribution. This tactic was popular in the 1980s, and most Guangdong daily chemical companies used it in their early days with great success. However, with new marketing theories and models, the market has become a red ocean, and this tactic is less effective, especially in first-tier markets where it has almost disappeared. Some small startups still use it, not to gain market share but to quickly convert products into cash to solve cash flow issues. The daily chemical market, once simple, has become complex. A single distributor meeting now includes expert lectures, celebrity appearances, potential training, and life seminars. Recently, we held a gathering at Baihua Villa where dozens of bosses and professional managers discussed the daily chemical line vs. professional line. The consensus was that the daily chemical line is becoming more 'professional' in marketing models. Suitable for: Small companies without strength. Lethality: ★★

Sword Move 6: Chaotic Sword Features: The chaotic sword appears to have no sword, but it does. It manifests as market chaos with cross-region selling and price confusion, seemingly uncontrollable. But it's intentional. For example, Longliqi seems to have no sword but holds it in hand. Despite price chaos in many areas, it remains stable and grows rapidly. Companies using this move fall into two types: one treats the product as just a product, not a brand, aiming to earn the first pot of gold for capital accumulation. The other launches a new product purely to attack competitors, not considering profit, with the goal of defeating the opponent. Tianqi and Yunnan Baiyao have used this tactic. The key principle is to be 'chaotic but organized.' The company must have good control systems to manage the chaos, otherwise it becomes 'easy to cast the net but hard to pull it in,' causing immeasurable damage. Suitable for: Any company with specific goals. Lethality: ★★★★★

Sword Move 7: Seeking Sword Features: This is a common problem for cosmetics manufacturers. Without unique selling points or strong strength, they must first sharpen, seek, and find their sword before showing it. Where does the sword come from? We must return to the 4P marketing theory and find where our sword lies: in price, product efficacy, channel model, or promotional tactics. There is always something unique that can be our sword. Suitable for: Companies whose products lack selling points and have no strength, but are determined to find differentiation and execute it. Lethality: ★★★

Sword Move 8: Human Sword Features: Using people as swords, launching a human wave tactic, fully utilizing the eloquence of promotional staff. This is the most primitive but direct promotional model. Direct selling companies commonly use this. Recently, a small Guangdong processing company used this strategy, promoting a 'startup project' model, bypassing channels to directly recruit individual distributors, using a human wave tactic. Suitable for: Two types: direct selling companies and companies with no strength but wanting to carve a path in the market. Lethality: ★★★

Sword Move 9: No Sword Features: Having no sword in hand is better than having one. Companies achieving this level are extraordinary. They can turn anything into a sword, turning the sword into energy, and energy into the formless. Their internal strength is awe-inspiring. Whether in channels, terminals, or non-mainstream venues, all rules are set by the manufacturer. They can create clouds with a turn of the hand and rain with a turn of the palm. More clearly, this move transcends appearance; it is a strong corporate culture that permeates every corner of the market. Like a martial arts master's powerful internal energy, it operates in the 'four dimensions' (awareness, reputation, loyalty, and relevance), making it impossible to defend. This invisible sword is everywhere in the market, characteristic of almost all strong international brands. The brand temperament and corporate culture of promotional staff, the display features and advertising visual impact, all leave a deep impression. Someone said, if you gather all store promoters, you can immediately tell which is Olay's promoter. That's the no-sword move. What is corporate culture? Simply put, it's a company's way of doing things, its temperament, and business philosophy. These core elements are usually embedded in products, channels, commercial spaces, and employees' minds. 'Make every cell of every employee P&G' is a scary statement. The highest level of competition is cultural competition. Unfortunately, many domestic companies don't understand this, thinking corporate culture is too vague and meaningless for marketing. They should reflect: why do consumers not buy their products even when quality is similar to foreign brands, promotions are stronger, and gifts are bigger? Suitable for: Top-tier daily chemical companies like P&G, L'Oréal, and other international giants. Lethality: ★★★★★

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