Leading China Beauty, Shanghai Jahwa intends to invest in China-Chic Perfume brands

Shanghai Jahwa officially entered the perfume track!

Recently, Shanghai Jahwa officially announced its investment in the Chinese perfume and aromatherapy brand "Timing Box", which is the first time that Shanghai Jahwa set foot in the perfume industry. The earliest cooperation between Shanghai Jahwa and Timing Box was in the first "China Dream House" Sunrise Brands Competition. "Timing Box" stood out from many excellent participating brands, which was successfully selected into the brand incubation project of Jahwa, and obtained certain financing.

With regard to this cooperation, Shanghai Jahwa said that in addition to capital investment, Shanghai Jahwa will also carry out all-round brand building and customized design for "Timing Box", with a view to adopting the model of big ship with small boat to achieve common growth with the inherent brand of Jahwa, and finally realize the brand rebirth.

Shanghai Jahwa: Forging New Growth Path✦

With the rapid rise of domestic fragrance market in recent years, it has been regarded by the industry as the outlet in the field of "smell economy". According to the data released by NPD Group, a consumer insight consultancy, from January to September 2020, the sales of home fragrance items increased by 13%, while the sales of home fragrance sets increased by 22%. During Tmall International 618 in 2022, the sales of home fragrance products increased by 100% year-on-year.

At present, more and more enterprises have joined this track with great potential. According to the White Paper on China's Perfume Industry Research in 2021, more than 2,000 perfume enterprises have been registered in China during the five years from 2017 to the end of 2021.

Driven by this upsurge, Shanghai Jahwa also wants to try to join this increasingly popular fragrance market. According to a person in charge of Shanghai Jahwa, in view of the fact that the perfume category is a potential track with rapid growth in recent years, the company is very optimistic about the prospect of the fragrance market, and hopes to gain an extension growth opportunity to complement the existing main track. The selection of "Timing Box" as the fragrance brand in the "China Dream House” competition is an important strategy of Shanghai Jahwa on the perfume track.

Speaking of the topic why Jahwa invest in Timing Box, Shanghai Jahwa's answer is that Timing Box, as a popular brand of fragrance track, is really a brand with great development potential and have the characteristics that are compatible with Jahwa.

First of all, the establishment of "China Dream House" Sunrise Brands Competition aims to recruit "to become a hot-selling domestic brand". Moreover, Timing Box has a profound sense of Chinese brand culture, and it creates four product matrices covering the whole scene with the three key words of "solar terms", "oriental sense of smell" and "five senses" as the core, which can perfectly match the olfactory experience of Chinese consumers.

Secondly, as an industrial capital, Shanghai Jahwa put more emphasis on the foundation and growth of enterprises. In spite of a newly founded brand, Timing Box has built a differentiated product system and a solid brand culture foundation.

Take part in the Grand Event: "China Dream House" Sunrise Brands Competition✦

In mid-August 2021, Shanghai Jahwa announced that it has formally established a brand incubation center, aiming at adhering to the concept of inheriting ingenuity, win-win and opening up. It gathers the resources and capabilities of the whole link and system within the enterprise, and cooperates with the external strategic partners of the Group to empower Chinese sunrise brands in China's beauty and daily chemical fast-moving industry, with a view to rapid, comprehensive and sustainable development, and jointly build a cultural industry ecosystem dedicated to beauty in China.

In the same year, Shanghai Jahwa and Tmall jointly held the first "China Dream House" Sunrise Brands Competition, which aims to help sunrise brands incubate and grow on the road of dream-seeking. According to the relevant person in charge of Shanghai Jahwa, the enterprise hopes to dig out high-quality "potential stocks" with the opportunity to become the future "unicorn" of the industry and "special students" with a certain core advantage through the competition. From a global perspective, Shanghai Jahwa hopes to screen out a group of Sunrise brands with "long-term thinking", and hopes that these brands will have clear brand positioning, and are willing to make long-term plans for brand development, so as not to be impetuous, blindly obedient or short-sighted.

Shanghai Jahwa's sunrise brands incubator is a service with its unique characters, specifically, the enabling services it provides for new brands are "companion": it will communicate deeply with incubating brands and confirm common goals, and then provide customized services and full link support including R&D technology, legal guidance, supplier resources and channel layout based on the needs of incubating new brands. Once excellent enterprises meet excellent industry incubators, sunrise brands will also usher in the best time to achieve rapid development.

It is reported that the second "China Dream House" Sunrise Brands Competition will officially kick off in early September, the competition will continue to devote itself to discovering and empowering sunrise brands with "Chinese beauty" gene, focusing on the following eight tracks: make-up, hair, functional food/drink, oral care, body care, cross-border sunrise brands, pet care and big beauty industry chain. Shanghai Jahwa will work together to achieve a win-win situation with its sub-brands with the idea of pursuing perfection, and sharpen its peers with the idea of dedicated to beauty, and finally participate in the grand event of China's beauty and daily chemical industry.