Public Respiratory Protection Awareness Enhance Face Mask Vendor Competition

With the increase of public awareness of respiratory protection, the mask market ushered in sales blowouts in 2013. Entering 2014, mask manufacturers will intensify their efforts to expand their brand promotion and sales channels. On January 22, the domestic green mask PM2.5 mask officially landed in the CCTV network mall, which triggered concern in the industry. According to industry sources, the popularity of the green shield masks and counterfeit goods is prevalent. The authoritativeness of the CCTV network mall not only serves as the “green name” of the “Green Shield”, but also benefits the consolidation of the Green Shield market and the enhancement of the brand value.

After the winter of 2013, public attention to respiratory protection products peaked, and masks and air purifiers and other related products were frequently sold out. Take the Green Shield PM2.5 mask as an example, Green Shield shipped more than 2.5 million units in December. Among them, in the two days of December 5 and December 6, the sales of the Green Shield PM2.5 mask at the Tmall flagship store exceeded 3.3 million yuan, refreshing the sales record of “Double 11” of 1.29 million yuan, and the sales volume showed an explosive growth. .

Due to the popularity of PM2.5 masks, the market has begun to flood with the “cottage” brand. It has been observed that consumers can purchase green mask PM2.5 masks in the packaging, product descriptions, color and style of masks, and even the position of brand marks on domestic large-scale e-commerce sites such as Jingdong, Taobao and Yixun. All are very similar to the "cottage" masks. If only from the appearance point of view, it is difficult for consumers to distinguish the difference between the “cottage” mask and the Green Shield PM2.5 mask.

For the fake "Shanzhai" Green Shield PM2.5 respirator subject to counterfeiting, Zhao Danqing, the person in charge of the Green Shield mask, said: "On the one hand, we are solving this matter through legal channels. On the other hand, through the CCTV with a strong reputation The cooperation of the online mall not only shows that the Green Shield mask has been approved by consumers and related authoritative media platforms, but also provides a reliable way for consumers to purchase genuine green shields and refuse counterfeit knockoffs.”

According to statistics, CCTV Online Shopping Mall is the only e-commerce platform owned by CCTV. Its overall layout is similar to that of Tmall Mall, including clothing, cosmetics, jewelry, household appliances, maternity products and other categories. As for the qualifications of merchants, the merchants entering CCTV Mall must hold a trademark registration certificate or trademark registration application acceptance notice issued by the relevant state department.

In addition, Zhao Danqing also said: "Green Shield hopes to continue cultivating the value of the brand. Entering CCTV Online Mall is only part of the Green Shield channel strategic layout. Green Shield also communicates with other e-commerce sites. I believe there will soon be The results show.” It is understood that in addition to the Green Shield opened a flagship store in Tmall, and Jingdong, Suning Tesco, No. 1 stores and other major domestic e-commerce sites have cooperation.

“Although GreenShield has achieved rapid sales growth during the cooperation with major e-commerce companies, cooperation with CCTV Online Mall will not only further increase its sales, but also establish its brand credibility and reputation.” It said that “combining with authoritative e-commerce platforms is a must-do homework for first-line brands. At the same time, GreenShield’s move also reflects that the strategic layout of outlet cover manufacturers’ channels has entered a stage of intense heating. More companies will join in 2014.” To the ranks of authoritative e-commerce."

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