Saky Launches Smiley Co-branded Products
- Chaileedo Press
- Jun 28, 2022
- 3 min read
Abstract: Chinese oral care brand Saky launched Smiley IP co-branded products FUN Smile series. It is reported that Beckham has endorsed Saky.
Saky promoted the series on the Chinese social platform Weibo to advocate that one should not give up the freedom to laugh because of the epidemic. It also launched 2 co-branded products, portable mouthwash and whitening toothpaste, at the same time. They are priced at RMB 199/28 patches and RMB 49.9/20 strips respectively on the Tmall flagship store.
According to the observation from CHAILEEDO, the portable mouthwash claims to add CPC antibacterial agent, reduce oral bacteria, fresh breath. The whitening toothpaste claims to add Active Oxygen dazzling white factor to whiten teeth efficiently and hyaluronic acid extract as well as anti-allergy factor to achieve the anti-allergy effect.
Saky was established in 2006 and has been dedicated to researching the causes of oral problems and innovating the oral care concept of "separate care in the morning and evening" in China for the different oral environments of the human body in the morning and evening.
In recent years, as the pioneer of the oral care brand, Saky has developed "6-dimensional oral care" for users. From the gap between teeth, tooth surface, and tongue to the oral wall for all-around cleaning. In terms of products, Saky covers more than 100 professional oral care products such as toothbrushes, toothpaste, mouthwash, dental floss stick, sonic toothbrush and smart flossers striving to provide users with a one-stop oral care service of "oral prevention - professional care - regular checkup".
With the re-escalation of consumption, Sake continues to promote category upgrading and seek new consumer growth points. In 2016, Saky started to enter the field of the sonic electric toothbrush. After several years of development, the sonic electric toothbrush series has developed more than 30 SKUs, covering children and adult series, with prices ranging from $20.8 to $68.5. Among them, the best selling in its Tmall flagship store is Saky children's electric toothbrush, priced at $26.8 with a sales volume of more than 100,000.
Saky has been doing pilot promotion in the market as early as 2006, and the brand was widely recognized by consumers through endorsed by Beckham in 2011. As a dark horse among local toothpaste brands, Saky broke through the $300 million of terminal retail in 2015 through a series of marketing strategies such as staggered pricing, doing the whole product line and strengthening the terminal. Sales of Saky exceeded $748 million in 2019.
According to AC Nielsen related data understanding, people who were born after 1990, 1995 and 2000 have become the protagonists of the current consumption. In addition to making efforts in the product, packaging, and quality, Saky targeted young consumers through the spokesman's strong fan traffic, social cross-border and other forms with a variety of "fancy marketing" to penetrate the young people in all aspects compared to the current oral care brands on the market.
In recent years, with the rapid development of self-media, Saky has also cooperated with brands such as Jiangsu TV, Netease Game, Huawei Glory, Baicaowei and Byhealth. On the road of social marketing exploration, Saky has transitioned from a product-centric to a user-centric business concept. It is committed to customizing and pushing products with the help of celebrities and other platform links so that more young consumers can get participation and experience.
It is worth mentioning that in February 2022, the parent company of Saky, Weimeizi Industry (Guangdong) Limited Company formally filed a prospectus with the Hong Kong Stock Exchange. The prospectus shows that in the first three quarters of 2021, Weimeizi achieved revenue of $184 million, up 14.8% year-on-year and operating profit was $18.6 million, up 3.28% year-on-year. But the company's net loss amounted to $68.4 million. In 2020, Saky ranked No. 1 in whitening toothpaste market share in China accounting for 11.3%.
According to Frost & Sullivan, in terms of retail sales of all oral care products in 2020, Weimeizi ranked fourth in the Chinese oral care market with a 5.3% market share. In addition, Weimeizi is a leader in several oral care sub-categories. In 2020, Weimeizi is the largest provider of children's oral care products in China with a 20.4% market share and holds the highest market share of 11.3% among whitening toothpaste brands in China, and also ranks fourth in China's electric oral care market with a 4.3% market share.
It is reported that this is not the first cross-border cooperation between Saky and Smiley. Previously, Saky also cooperated with Disney IP to launch children's toothpaste. Saky has also cooperated with Marvel to launch co-branded sonic electric toothbrushes and so on. Saky's co-branded marketing aims to complement the consumer population, but also the marketing resources. It aims to use the original heat and topics of the two brands and mutual inflow.
Comentarios