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“一口好牙,两面针。”这句消费者耳熟能详的广告语,如今对于多数人来说只剩下回忆了。曾被誉为国产牙膏第一品牌的两面针在鼎盛时期,曾占据全国第三的位置,并于2006年达到销量最高点,销售额达3.12亿元。而截至2012年上半年,两面针牙膏销售收入仅有0.46亿元,市场份额跌至不足1%。短短数年间,两面针这家头顶“国产牙膏第一品牌”的柳州企业从巅峰滑落。虽然公司做过不少品牌复兴的努力,但成效甚微。如今,两面针陷入了“双面胶”的困局之中:一方面,牙膏等日化主业不振;
“A good tooth, two needles. ” This is a familiar phrase for consumers, and now for most people only memories. Once known as the first brand of homemade toothpicks in the heyday of both sides, once occupy the country’s third position, and in 2006 reached the highest point of sales, sales of 312 million yuan. As of the first half of 2012, the sales revenue of both directions toothpaste was only 46 million yuan, the market share fell to less than 1%. A few years, the needle on both sides of this head “domestic toothpaste brand ” Liuzhou enterprises from the peak fell. Although the company has done a lot of brand rejuvenation efforts, but with little success. Today, the two needles caught in the “double-sided adhesive ” in the dilemma: on the one hand, toothpaste and other cosmetic main weakness;