Shanghai Jahwa’s 120th Anniversary of Brand Grand Ceremony: Creating a Glorious Future during 120 Years of Development and Entering the List of World’s Top Enterprises at a New Starting Point

After 120 years of development, the company has gone through the storms but gained the glory. After 120 years of development, Shanghai Jahwa is not only the pioneer of China’s beauty and health industry but also leads the way to understand the beauty of the times. Moreover, as the witness of the development history of China’s daily chemical industry, Jahwa witnessed the transformation and revival of the national daily chemical products. Over 120 years of development, Shanghai Jahwa has always taken the country’s renaissance and revitalization of national industry as its own responsibility, created many well-known brands, developed pioneering and fashionable products and brought beauty and self-confidence to hundreds of millions of consumers.

On March 23, 2018, Shanghai Jahwa’s 120^th anniversary of brand grand ceremony was held in Wuzhen. Lots of guests such as the leaders from the government, industry experts, investors, media professionals, dealers and other business partners had participated in the event. During the event, Zhang Dongfang, President and CEO of Shanghai Jahwa, shared her opinions and views on the development trend of daily chemical products and released the company’s future development strategy. Moreover, Yu Wei, the company’s Chief Marketing Officer, also led the brand teams to release and interpret the future brand planning and blockbuster new products.

Shanghai Jahwa selected Wuzhen in where the world’s Internet Conference is held as the venue, which not only shows that the company combines the classics and fashion and integrates tradition and innovation, but also interprets the essence of Shanghai Jahwa as a national century-old enterprise in the daily chemical industry which integrates the essence of Chinese culture and the modern scientific and technological innovation and Jahwa’s confidence and determination in going forward to the international stage based on domestic market. 

A Century-old Leading Enterprise Continues to Create an Extraordinary Achievement

On the 120^th anniversary of Shanghai Jahwa, the company released a brand new corporate image film named: For the One “Beautiful” Day in Your Life to fully demonstrate the brilliant development history of Shanghai Jahwa over 120 years. The period of 120 years is also a period during which the national and consumer’s fate is significantly changed. At a crucial moment during the evolution or turning of each era, Shanghai Jahwa has always accompanied the consumers to go through and witness the changes. In the future, Shanghai Jahwa will also jointly realize the cause of “creating a glorious future” with the country, nation and global Chinese.

Today, Shanghai Jahwa has made remarkable progresses again. Zhang Dongfang, President of the company, said that under the new opportunity, Shanghai Jahwa will adhere to the development strategy of “leading innovation, growth leadership and quality leadership” and the operating policy of “first research and development, brand-driven, channel innovation, and supply assurance” to further promote the construction of ecological circle of Shanghai Jahwa, rely on the four major development paths of “brand development, precision marketing, category excavation and channel innovation”, implement the “high-end, segmented design for younger customers” strategy and build 1 billion, 2 billion, and 3 billion brands in order to constantly expand its brand matrix, enhance its brand influence and overall company strength and achieve its strategic goal of “becoming a world-class club for daily chemical product company”.

Specifically speaking, the company will establish five platforms for production, R&D, channel marketing, brand management and capital to help the company develop its manufacturing, service, and technology industries. At the same time, it will integrate eight channels and focus on the development of the top ten brands and vigorously promote ecosphere development of Shanghai Jahwa: in terms of brand development, the company will continue to develop its own brand and promote the development of cooperative brands; in terms of precision marketing, the company will build a CRM system, create a 400 million consumer data platform, and deeply explore consumer demand for personalized marketing; in terms of category excavation, Shanghai Jahwa will fully tap the skincare, make-up, home, hair care and oral care segmentation opportunities and is committed to becoming a category leader in order to seize the trillion scale daily chemical product market; in terms of channel innovation, Shanghai Jahwa will continue to deepen the eight channels, achieve coordinated development and continue to promote innovation in channels such as online platforms and manufacturer O2O.

President Zhang Dongfang mentioned that “the unique Shanghai Jahwa has experienced the first 120 years and is crossing the second 120 years. The company will also work hand in hand with peers in the world and play the leading role in the home field”. In the future, Shanghai Jahwa will devote itself to the cause of beauty and health and continue to provide consumers with the best products for skin care, personal care and home care in order to meet the consumers’ pursuit of a better life.

Get Insight into the Market to Lead a Better Future

“In order to meet consumers’ ever-increasing new demands and help consumers achieve beautiful, healthy, clean and happy lives, Shanghai Jahwa has always attached great importance to comprehensive market insights, continued to promote its own development, and constantly optimized its products and services.” Yu Wei, Chief Marketing Officer of Shanghai Jahwa, expressed this review in the ceremony and explained it in details.

First of all, Shanghai Jahwa insists on introducing more and better innovative products. In 2017, the company’s innovative products reached more than 700, with an average of two innovative products or new products being introduced to the market every day. In order to improve the quality of innovation, the company actively conducts linkages between production, teaching and research, converts scientific research results into commercial products, and provides consumers with better product experiences. At the same time, Shanghai Jahwa continues to introduce the world’s best products to China. In 2017, Shanghai Jahwa completed the acquisition of Tommee Tippee, the world’s leading infant feeding brand, and successfully introduced its products into the Chinese market.

Secondly, Shanghai Jahwa insists on meeting the needs of a new generation of young consumers. The company found that a new generation of young consumers has four characteristics: firstly, they are more concerned with product quality than before; secondly, their values and personalities are distinct; thirdly, they prefer entertainment. Fourthly, the Internet is the best link to connect them. Therefore, Shanghai Jahwa insists on launching products with high quality, distinctive spiritual and cultural attributes, and applying digital technology in the brand marketing and communication and integrating entertainment elements to enhance interaction so as to attract more young consumers to pay attention to brands and products.

Furthermore, Shanghai Jahwa insists on responding to consumers’ needs for the future. The company found that with the trend of consumption upgrade, more consumers began to try new types of daily cosmetics, such as sun protection, makeup, and men’s care. Shanghai Jahwa placed a corresponding category development plan while seeing the escalation of consumer demand. For example, in 2018, Herborist and Shanghai Vive will launch makeup products; Maxam will launch sunscreen series products with different formulas according to consumption season and scenario.

At the end of the speech, Yu Wei re-emphasized that in 2018, Shanghai Jahwa will bring more high-quality segmented products to consumers to satisfy consumers’ pursuit for a better life.

Nine Major Brands Shine on the Stage

In this brand grand ceremony, brands under Shanghai Jahwa such as Shanghai Vive, Maxam, Herborist, Dr. Yu, Liu Shen, GF, Home Aegis, Giving and Tommee Tippee displayed the their brand planning on the site and introduced the key new products for the year of 2018.

Shanghai Vive was established in 1898 and developed in old Shanghai urban area. Now, in order to meet the company’s development strategy of “high-end, segmented design for younger customers”, Shanghai Vive relaunched the brand development plan for the future in this grand ceremony: in 2018, Shanghai Vive will focus on the fields of fragrance and make-up, launch “Night Shanghai” series and “Legend” series of fragrance skin care products, continue to improve and complement the company’s high-end product line in order to meet consumer segmentation needs in this market, assist Jahwa in competing with international giants in the high-end market and move towards world-class daily chemical group.

Maxam is one of the oldest and most well-known public brands of Shanghai Jahwa, which has created the first hand cream, the first mousse and other “firsts” in the market. Now, Maxam will continue to implement the important category upgrade strategy, respect the brand new ideas - “natural skin care raises the true beauty”, launch new products - “constant hand care series” hand cream, “Snow Ear Pearl upgrade series” cream, in order to meet the trend of facial and hand consumption upgrades. In 2018, Maxam will consolidate the public cream and hand cream market status, expand sunscreen, lip and other potential categories. Meanwhile, Maxam will strengthen the brand construction and protect every female consumer in China thoroughly.

Herborist is positioned in the “balanced theory, adhering to the beauty of the origin of Chinese culture”, and follows the brand concept of “beauty from the source • balanced value.” In 2017, Liu Tao, the brand spokesperson, was invited to interpret the brand image for the first time. In 2018, Herborist will continue to launch new products and upgrade the series products namely New Yurun, Xinhengmei and New Qibai. New products launched in the market include solid essence facial mask and the 20th Anniversary Gift Box of Balanced Beauty and Growth as Peach Blossom, “Yueyicai” makeup products and Xinciyi series products and will not only provide consumers with an upgraded product experience but also improve the brand equity.

Dr. Yu brand is jointly developed by Shanghai Jahwa and medical experts from dermatology authority in major hospitals. It is positioned as “a medical skin care product that solves subhealthy skin problems by repairing the skin barrier”. Dr. Yu has inherited the ingenuity of Shanghai Jahwa and launched the first “Skin Barrier Repair Series” product after completing 1386 clinical observations and verifying product safety and efficacy over 6 years. In 2018, in addition to the third-generation products of the series, Dr. Yu will also launch a new series of soothing repair and deep penetration and moisturizing products, and will develop an additive free mask for sensitive skin. In the future, Dr. Yu will continue to strengthen the professional attributes in the field of medical skin care and strengthen the differentiated brand positioning of “repair of the skin barrier”.

Liu Shen has always focused on the brand’s core summer assets. In 2017, the brand cooperated with the brand spokesperson Hua Chenyu to use Jinliang CP as the star product portfolio as the main line, and take the post-90s limited edition of floral water as the sub-line to disseminate Liu Shen’s brand value proposition and improve young people’s favorability and further accelerates the process of brand rejuvenation. In 2018, Liu Shen will implement three “focuses”: Firstly, focus on “personalized customization”: the brand will promote the integration of the classics and the fashion, cooperate with Disney in IP field; its most representative classic glass bottle floral water will also launch a classic original fragrance spray product; secondly, focus on “available at any time”: Liu Shen will work hand in hand with Hua Chenyu to launch “Liu Shen accompanying” series new products and further develop the product; furthermore, focus on “available for all seasons”: following the launch of the Liu Shen Fragrance Shower Gel series at the end of 2017, Liu Shen will continue to expand its fragrance products to provide consumers with a more comprehensive fragrance experience.

GF brand was established in 1992 and was China’s first men’ care product as well as the leading domestic personal care brand specifically customized for Chinese men. The product line spans three areas namely skin care, hair care and perfume. In 2017, GF strived to develop the popular moisturizing series, and carried out a series of integrated marketing operations, such as working with calligrapher Zhu Jingyi to create Creativity Journey to West secular mask, work with Microsoft XBOX to create “game life, just do it” virtual world and so on. In 2018, GF will further build a differentiated brand image with Chinese style, improve promotion efficiency, increase brand awareness, continue to create strong moisturizers, and create new barriers to competition; in addition, GF will launch the Oil Control Series 2.0, with formula and packaging design containing the spirit of dissemination of oriental learning. This new product can be described as an ingenious model of Shanghai Jahwa.

Home Aegis is a scientific innovative brand under Shanghai Jahwa in the field of household cleaning care, which advocates the brand concept of “new, clean and high-quality life”. Since its establishment, it has launched the first washing machine tank cleaner in China, and the first domestic air conditioner disinfectant and led the new trend of household cleaning. In 2018, Home Aegis will also launch new innovative products such as air-conditioning sterilization cleaning series and ultra-concentrated enzyme laundry beads. In the future, Home Aegis will continue to consolidate its strengths and image in innovative segment categories with its spirit of originality, and continue to expand its opportunities in the mature household cleaning product market, and become an all-round scientific innovative household cleaning brand.

Giving is China’s first professional high-end personal care brand caring for infants and toddlers with newborn natural energy. Since its establishment, it has always been adhering to the brand concept of “taking nature power and supporting life at the beginning stage”. Based on the needs and insights of the new generation of Chinese consumers, combined with outstanding R&D and innovation capabilities, Giving constantly brings new surprise experiences to the new generation of babies and mothers. In this brand ceremony, Giving launches its new product for summer in 2018: initial budding collection series. In the future, the brand will continue to attract new consumers through the launch of new products. In addition, the brand also announced that it will participate in public welfare undertakings and work hand in hand with China Children and Teenagers’ Fund to launch the “Chunlei Project• Giving Action One for One” charity event and focus on the growth and development of infants and children.

“British feeding brand, based on China’s education”. British feeding brand with 53 years history, Tommee Tippee specially launched new London limited edition series, and cooperated with star celebrity mother Bao Wenjing to promote the product in Douyin software and invited star parents to publicize the feeding bottles by fashion bottle dance. In 2017, the brand opened a new chapter in serving China’s Millennium Mothers to bring lots of popular feeding bottles such as “Closer to Nature” breast-feeding bottle, Anti-Colic new anti-flatulence bottles, Express and Go breastfeeding bags to Chinese consumers. In addition, Tommee Tippee also passed on the idea of intuitional parenting and encouraged Chinese mothers to nurture their babies in the way they love, so as to help them enjoy childcare and develop self-confidence.

This year is the 120^th anniversary of the establishment of Shanghai Jahwa. The company will continue to insist on its mission of “make everyone beautiful and healthy and make every family clean and happy”, continue to build national brand benchmarks, promote the development of beauty and health, and help China build a quality, manufacturing and brand power and join hands with all consumers to play a gorgeous chapter and create “a glorious future”.