A "meet in March 18th trend" as the theme of the brand alliance China Beauty Expo summit in Shanghai, as China chemical industry leading enterprises of Shanghai Jahwa were invited to attend, chairman and general manager Xie Wenjian as a representative of the heads of the elite, the first stage: "China brand strength" wonderful speech.

118 years of history, spanning three centuries, to outsiders, Shanghai Jahwa first is a considerable historical sense of enterprise, it affects all of the steps, the industry's heart.

Shanghai Jahwa Abt Associates Inc chairman and general manager Xie Wenjian

Critical periods of change: challenges and opportunities

Xie Wenjian said, China is now in the critical period of reform, the process of exploration and development of Shanghai Jahwa in their own transformation, also has formed some key factors of thinking.

The first is the era of change, which means that the enterprise has a lot of challenges and opportunities. How, he said: China after the rapid growth of economy in the past 30 years the two digit, has now entered a "new normal" economy, the economy is in a critical period of transition, from the past by investment and exports to drive more innovation and consumer driven daily in this transition process in the industry, is also facing some challenges, the economic slowdown has led to a lot of enterprises are facing pressure, including agents and retailers. In this process, the pressure of competition, price pressure and so on will be the challenges we face in this industry. But with the Chinese economy to further reform the bonus release, especially the supply side structural reform, the transformation of consumer driven, the daily chemical industry, more is the opportunity.

China has become the world's second largest economy, and China's economy is still maintained in the rapid development of urban population in the cost of daily chemical products, compared with the rural population is about 5:1. With the further advance of China's urbanization, the further growth of the population of urbanization will continue to drive the development of our entire industry. So at this critical turning point, the enterprise is facing the challenge, but the challenge also has more opportunities.

Brand alliance Chinese Shanghai Beauty Expo summit venue location

Three major trends in the development of daily chemical industry

Consumer demand upgrade, young consumer groups, consumption patterns of the Internet, Xie Wenjian believes that these three points constitute the three obvious trends in China today.

China has formed about 200 million of the population of the middle class or middle class consumer groups, of which nearly 100 million of the population can be defined as high-end consumer groups, China's consumer demand in the process of upgrading. Have a very strong consumption capacity of the class, willing to pay higher prices for better products and services, the pursuit of product efficacy has far exceeded itself, extending to the pursuit of quality of life of the spirit, which is the upgrading of consumption demand.

Second is the younger consumer groups. In the next 3 to 5 years of the process, after 90 or pan after 90 people, will be the main crowd in the field of Chinese consumption, how to seize the needs of the future development of young consumers will be the key elements of the future development of the industry.

For the consumption of the Internet, in the past few years, the Internet industry's business model, consumer behavior has brought a revolutionary impact. Now is a mobile Internet process, how to make good use of such a chance, a positive response to this challenge, it will be the decision of a business in the process of change is a key element of success or not.

Xie Wenjian delivered a keynote speech on "the power of Chinese brands"

The essence and core of Chinese brand development

From the essence of China brand development, and the key factors of the success of the sustainable development of an enterprise, how to understand the sustainable consumer needs, and then through the advantages of products and services to meet the needs of the consumers.

Xie Wenjian said, do any one thing in Shanghai Jahwa will be asked two questions: "when we do this thing, from a consumer point of view, his experience has not been improved, which is one;" when we do this thing, from a consumer the point of view, he has not felt we provide value ", this is the second. "The answer to these two questions must be positive, otherwise, we will re - examine the value and significance of what we do. So, to seize the consumer to satisfy consumers beyond their expectations is the future direction of our consumer goods industry, is also the home of the reform will focus on the key point." Xie Wenjian said.

And brand development in the end what is the core? Focus on differentiation advantage and continuous innovation.

Daily chemical industry is a fully competitive industry, the competition between brands and brands are derived from the two core points, one is the difference of the advantages of the brand itself. No brand and product is perfect, each brand should seize its own advantages, focus on their own differences, to meet the specific requirements of consumers. In addition is the need for continuous innovation, especially in China's rapidly changing consumer market, consumer behavior in the fast changing, industry, business model is constantly changing, technology is also a new moon in different places. Innovation is the motive power of sustainable development of an enterprise is also very important, Jahwa has been continuously strengthened, constantly improve the ability of A.

The advantages of Shanghai Jahwa four core differences

The system of difference Chinese cultural elements of the coverage and the ability to control the channels, fast and flexible response to market mechanisms, the Internet and big data technology based on the platform, is the advantage of the four core differences of Shanghai Jahwa concluded more than and 100 years of historical precipitation.

The two main brands Jahwa Liushen, and Herborist, the two brands focus on China cultural elements, and fully reflected in the effectiveness of the product, design, positioning and product story and so on, is the difference between the system China cultural elements continue to strengthen and build the typical. With the difference of the Chinese culture system, Liushen Florida Water occupy 72% of the market share, Xie Wenjian said, Jahwa will continue to follow this system continuously and strengthen the differentiation advantage.

In the comprehensive coverage and the ability to control the channels, Jahwa has formed a strong horizontal and vertical coverage, but still need to continuously improve in the terminal control, including terminal services and enhance the management ability and terminal.

The third is in the rapid change of the market, enterprises to establish a rapid and effective market reaction mechanism. This is a must from the corporate culture, talent pool, decision-making mechanism, process, and so on, all around the consumer demand as the center of a rapid response mechanism.

The fourth is the Internet and big data platform based on the perspective of the Internet, look at home, just as is an important sales channel, which is a more important and effective consumer interactive platform. Is also an important technology platform through the big data for accurate brand promotion and promotion. At the same time is based on big data to do our research and innovation platform. Jahwa last year with the Alibaba to form a strategic partnership, which also set up a joint research laboratory, using a large data more effective and precise understanding of consumer needs, so as to better serve the development of consumer products.

Finally, Xie Wenjian expressed expectations and confidence in the future of China's daily chemical industry. With the reform of economic China, further release the bonus, a Chinese economy towards a better future, which will also bring the industry a good foundation, the industry will move toward a better direction, help more Chinese consumers live more beautiful, healthy and confident.