Pechoin

Antipruritic moisturizing lotion (refreshing)

Antipruritic lotion (moisturizing type)

SOD honey (Vitamin Moisturizing)

SOD honey (aloe hydrate)

SOD honey (nourished by snake oil)

Hand cream (ginseng nutrition)

Hand cream (aloe moisturizer)

Hand cream (snake oil nourishing)

Sheep oil anti-freeze and antifreeze cream

Lip balm

Moisturizer (nutrient type)

Moisturizer (high Moist type)

Herbal moisturizer

Skin cream (moisturizing type)

Skin cream (moisturizing)

Moisturizing nutrition cream

Vaseline moisturizer

Pechoin Vaseline moisturizer

Digital marketing has become the company's layout strategy, and it has comprehensively reformed the five dimensions of brand, product, channel, communication and public relations. Through strategic analysis, Pechoin has positioned its brand concept in young and fashionable markets, which is more suitable for information based developments.[4]

In terms of e-commerce, Pechoin joined the Chinese e-business platform Taobao, which has been called the "Chinese Amazon" , and started to operate its e-commerce business. Additionally, the Wangchuang Technology company is the agency that operates Pechoin's Taobao e-store. For other e-commerce platforms, Pechoin will screen different types of agent operators. Additionally, Singles' Day is the largest online shopping festival in China. According to data on Singles' Day 2016, the trade index of Pechoin reached 4,787,965 customers,[5] which was the highest sales volume for a cosmetics brand. In 2017, the total sales volume reached ¥294 million, the largest sales by a cosmetics brand on Singles' Day.[6]

Pechoin has its own official website; in comparison to the other platforms, the only difference is that the official website has an "Points Redemption Shop". It is assumed that the consumer has registered an account on the official website, and regular purchases items from this website, which means that they will be awarded the corresponding number of points for this transaction. Hence, customers can exchange these points for Pechoin's products, which demonstrates the marketing approach that company has made to attract more customers to buy products through its own website.

In 2001, the company collaborated with Disney company to launch a children's care product series. The product has been qualified by the Disney company in terms of product development, technical formulation and production process. At the 75th anniversary of the company, it officially launched the "Disney Series", and invited the famous Hong Kong advertising communication company, Marco Polo, to implement a comprehensive planning and image packaging design program.[7]

One of the methods used for marketing strategy is advertising, and Pechoin uses video and image formats to present advertising content. Pechoin published advertising in image format on various digital platforms to attract the attention of the audience and increase publicity. One of these advertisements depicts the story about the assassination of women in Shanghai during wartime, and the company promotes its products through this story in order to attract the readers' attention.[8][9] This advertisement reached over 30 million users on the WeChat platform, and the total number of exposures including other channels exceeded 100 million readers.[10]

In the video advertising mode, Pechoin exploited the unique aspects of this form of advertising and incorporated content in an advertising series that used video aimed at increasing audience awareness on the products made by Pechoin. In 2017, they distributed advertisements named ″Run!Hanmeimei″,[11] ″Four beauties are not happy″ among others.,[12] and these advertisements featured humorous content. In 2018, the company transformed its advertising style, using emotive lines to describe the charm of the brand thorough advertisements titled ″Time is the most beautiful gift″,[13] and ″You should be proud of yourself″.[14]

In regard to the investment fees, from 2012 to 2015, Pechoin advertised during the Chinese reality television singing content Voice of China for a period of four years. In 2012, the company spent a total of ¥70 million for advertising, while this figure increased to ¥153 in 2013, ¥180 million in 2014, and ¥260 million in 2015.[15]

Throughout its 80 years history prior to 2010 Pechoin, had no plans to incorporate a spokesmodel in its marketing strategy; however, as the role of the spokesperson has increased in importance, it has been determined that the brand can improve its image in this manner. Resultantly, in 2011, to mark the occasion of the company's 80th anniversary, the famous Chinese singer Karen Joy Morris (莫文蔚) was invited to promote the brand. This partnership was instrumental in launching the new young fashionable image until the termination of the contract in 2015.[16] During the campaign, Karen Joy Morris' advertisement was shown on Hunan TV and Youku's platform.[17]

In March 2016, Pechoin announced that Jay Chou(周杰伦) would become the new spokesperson and contracted 36 Internet beauty bloggers for promotional activities. On 18 August, the 86th anniversary of the company, the company announced that Li Bingbing (李冰冰) would become the chief spokesperson.[18]Jay Chou and Li Bingbing filmed an advertisement and it was post on the Youku platform.[19] Additionally, Li Bingbing appeared with others at the annual event and released a new Pechoin product.[20]

In 2017, Pechoin's sub-brand Sanshenghua invited Fan Bingbing(范冰冰) to be their spokesperson, Sanshenghua designed a skincare brand for young consumers (20–35 years old), and Fan Bingbing is considered to be an idol for this younger generation. Consequently, she represented the brand.[21]

Pechoin is a company that focuses on the use of various forms of social media platforms and digital channels to promote its products. Brands use social media to convey their presence and communicate customer relationships.[22] Sina Weibo is the primary social media platform used by Pechoin. They upload advertisements, product launches, promotional activities and themed activities on Weibo.[23] As a Chinese version of Twitter and Instagram, Weibo is the most popular social media platform in China.[24] Currently, Pechoin has more than 230,000 followers on Weibo.