Brand upgrading, C-position appearance, create “new national products”, aiming at young customers
For the older generation of consumers, “20 this year, 18 next year” white soap advertising words deeply rooted in the hearts of the people, honeybee sandalwood soap unique fragrance unforgettable, solid soap is the first choice when buying laundry soap. Shanghai Soap Making with these brands was founded in 1923, and now the post-60s and Post-70s are the main consumers of Shanghai Soap Making, while the post-80s, post-90s and post-00s seldom choose us.
The thirst for young customers also accelerated the pace of upgrading the brand and introducing new products of Shanghai soap making. Therefore, both products and channels, Shanghai soap making is trying to meet the needs of young people in recent years.
After 282 days of gestation, in 2019, Shanghai Soap Making Co., Ltd. launched 55 new products in one breath with its eight major brands. Qiqi appeared in the grand ceremony of brand, from Geqing to Jiaqing, covering all the clean scenes in the daily life of the family.
Wang Zhenming, general manager of Shanghai Soap Manufacturing Co., Ltd., introduced the new achievements of several old brands of Amway, which were born in 1908.
As an effective supplement to Guben super-efficient laundry soap, Guben multi-functional laundry soap forms a hierarchical layout with fan brand laundry soap; returns to the original color laundry soap, paper packaging, and advocates the concept of safe and environmental protection.
Firm Benefit-Shanghai Firm Benefit and Clean Benefit
Created in 2018, the new brand “Seven and White” is positioned as “New Clean, New Life, New National Goods”. The Crystal Jelly Balls are their main products. With the theme of “Wind, Flower, Snow, Moon” and gold foil, dried flowers and gold foil are wrapped in amino acid soap, especially APG cleaning factor, which is natural and mild.
In terms of marketing methods, the target new retail “seven and white” will “take an unusual road”, not into the counter or e-commerce platform, but to do community marketing.
Seven and White: A New Way of Life
Shanghai Essential Oil Soap, made by hand, combines the ingenuity of hand-made soap and hand-cut, nourishing, elegant rhyme, rhyme, gemstone four series, carefully selected materials, using pure natural distilled plant water solution, mild, pure, non-stimulating, cleansing and nourishing skin.
Shanghai Essential Oil Soap – Healthy and Healthy
Shanghai soap concentrates on skin cleanliness. Its core product, Shanghai sulfur soap, has sold 332,161,721 pieces in five years. Its soap-free and alkali-free upgrade formula has made it a net red. Patent technology innovation, weak acidic skin-friendly formula, upgraded packaging is also equipped with cleanser mesh and hair band, so that the experience of consumers is more intimate.
Shanghai Soap – Technology Leadership, Focus on Skin Foundation Cleaning
Shanghai soap is also upgraded. The new product is made up of Chinese herbal medicine extracted from the patented formula Puji Fang. According to the four seasons of spring, summer, autumn and winter, different skin sensations are changed, and new products are launched according to the standard Japanese cosmetics. Small red bottle hand washing liquid, small red book and other new packaging, automatic induction foam washing mobile phone and other intelligent products, more fashionable, more scientific and technological sense, so that every time hand washing has become a ritual.
Shanghai Pharmacological Soap-a Standing Stock for Pharmacological Soap Making in Four Seasons
Mega Jingyuan is a niche brand of Shanghai soap export. Taking advantage of the opportunity of brand incubation cooperation, it rebuilds brand image and revives brand market influence. It launches Amazon algae mud facial cleaning soap series, moisturizing facial cleaning soap series, bath soap series and laundry fragrance soap series. The product line covers three major areas of facial cleaning, skin care, bath cleaning and fabric washing and care in an all-round way.
Mega-Jing: Only for Perfect Presentation
Sunshine fragrant fan brand laundry soap is the first high-grade translucent laundry soap in China. Golden yellow soap body, citronella oil herbal fragrance and wax paper packaging are deeply rooted in people’s hearts. With the re-popularity of soap and the renewal of environmental protection, Fan brand laundry soap will continue to use degradable wax paper packaging, adjust specifications and weight, simplify the brand image more intuitive.
In addition, Fan Brand has entered the market of washing soap for infants and young children for the first time. It develops laundry beads specially designed for machine washing and uses instant membrane technology to dissolve in water without residue, so as to make laundry cleaner.
Fan Brand: The Quality of Sunshine Fragrance is the same
Light elegant sandalwood and exquisite hand-made retro-packaging have made a legendary journey of soap and brand across the century. Classical pleasant fragrance softens the body temperature, emits a unique warm body fragrance, and lingers through the years. Honeybees, carrying a unique temperament and charm, bring a new breakthrough from raw materials, fragrance to packaging, sandalwood, aloes, amber from form to category, enrich the brand product structure.
Bee Flower – Quality Inheritance, Xiangyue Century
On the basis of adhering to the traditional functions, many new products strengthen brand characteristics, adhere to differentiated competition strategy, start from washing and nursing functions, prevention and auxiliary efficacy, and provide refreshing experience with professional quality assurance. After the festival, a large number of businessmen gathered at the new product exhibition stand, one after another, fully expressing their enthusiasm and willingness to purchase new products.
Wang Zhenming, general manager of Shanghai Soap Making Co., Ltd., said: “In one year, through eight brand upgrades, 55 new products have been developed and will meet with consumers one after another after the Spring Festival. At the same time, starting from the organizational structure, a new channel department has been set up to generalize all the traditional channels, terminals and e-commerce to the new channel department. In 2018, the company’s annual sales revenue increased by 20% compared with the same period, far exceeding the average level of the industry, and the growth rate ranked first in the industry. Since 2009, double-digit sales revenue growth has been achieved for nine consecutive years.
The blueprint for the future has begun to be drawn. At the beginning of the year, Shanghai Soap Making also set a target to achieve annual sales of 60,000 tons by the end of 2019, focusing on product development and marketing. While inheriting the old products, it takes 5 to 10 years to launch a batch of high-end products. This year, we will continue to introduce new brands and products in the direction of hand soap and pet washing products.
Innovative products are the source of brand vitality. The annual sales target of Shanghai soap-making for new products is 15% of total sales. The aim is that the new products will gradually become large-scale sales products after two years of market inspection. At the same time, we will promote more brands of Shanghai Soap Making to join the `billion Club’.
One hundred years of soap making is just like the spirit of Shanghai, which embraces all rivers and rivers. Shanghai Soap Making will continue to inherit the spirit of “Creative Soap Making” in pursuit of the ultimate.
The best time to plant a tree is ten years ago, followed by now. Now that the future has come, let’s work together, soap for the future!
