Look at the nature of the problem
Health, wellness and beauty legacy brands easily accumulate too many services and too broad an audience, so positioning blurs. To relocate the brand, the core is category positioning: among head therapy, foot therapy, ear cleaning, tuina and light care, select the core segment where you are strongest, have the best reputation and the better margin, and focus resources there. One precise position beats a pile of scattered services.
How to do it
Yi Fa Tang focuses on meridian head therapy, Da Tong Da on foot therapy and wellness, Long Yao Tong on nasal and throat care — all typical category positions. After the position is found, build the supporting system: category position, compliant expression, trust assets, word of mouth, terminal sales and chain replication. Some teams with years in the category distilled this system from large numbers of project reviews.
