On May 10, the second "China Brands Day", the "My Favorite Chinese Brands" online selection jointly sponsored by China National Brands Network, Xinhuanet.com and Hunan Satellite TV announced the final results. In the highly competitive category of textile and daily chemical products, Libai, from Guangzhou, won the top spot, beating fierce rivals from various peers.
From a single washing powder to a full line of green and healthy products, from a small local factory to a national well-known enterprise, from agents to Chinese consumers' favorite daily chemical brand, Liby with their own 24 years of development, tells a relying on innovation to "wash" out of their own piece of the sky brand story.
[Brand History]
Chen Kaixuan, Liby's founder, started out as a laundry detergent agent. When his business was booming, he was keenly aware that having his own factory and brand was the way to stay in business. So, in 1994, Libai Laundry Detergent, which he created, was officially born in Guangzhou, but the market environment was not optimistic: on the one hand, the local brands Langqi and Gaofroni were in the right place, on the other hand, Procter & Gamble was stationed in Guangzhou, and its Tide and Bilang brands were hot. Although the quality of Libai washing powder is excellent, it is facing a variety of threats and challenges when it was born, and sales are difficult.
In this harsh competitive environment, Liby began a difficult road to promotion. Chen Kaixuan invested 5000 yuan to ask Guangdong TV station to produce the first advertisement of Libai, since then, Libai brand is known and growing.
After the first few years of fighting to break through, Libai cumulative sales of more than 100 million, in the Chaoshan region basic firm foothold. Later, Liby took advantage of the success and adopted the unique strategy of a specialist seller. During the Asian financial crisis in 1997, Liby realized sales of more than 1 billion yuan and rose to the status of an enterprise group.
In the 21st century, Liby has become a famous washing products brand in China. Relying on its own industry position and brand influence, Liby has begun to practice its "Daichi" strategy through mergers and acquisitions. In 2005, completed the merger and reorganization of Tianjin Blue Sky Group and acquired the traditional Chinese toothpaste brand Liubizhi. In 2006, Shanghai Gaozi Cosmetics Co., LTD. A series of mergers and acquisitions, with daily chemical washing products as the core, orderly expansion to the adjacent related industries. So far, Liby has gradually completed the upgrading to the industrial group brand from a single detergent product brand.
In 2008 Beijing Olympic Games, Liby became the Olympic products supplier; Since then, Liby has sponsored the 2010 Asian Games in Guangzhou. Liby has in-depth cooperation with these world-renowned sports events, which fully plays the promotion effect of sports event marketing on brand influence.
In 2016, Liby officially released the "Green Health Strategy", with the technology research and development of Liby Green Life Research Institute as the innovation drive, build a green factory, and hope to drive the upstream and downstream of the whole industrial chain, from green raw materials, green formula, green technology, green manufacturing, green products, to lead the green consumption. In addition, Liby has also become one of the drafting units of the national standard "Green Product Evaluation Washing Products", driving the green revolution of the washing industry with a high sense of social responsibility.
In terms of entertainment marketing, Liby's continuous sponsorship of Hunan Satellite TV's famous variety show "I Am a Singer" has achieved great success, which can be regarded as a classic case of brand marketing. With the broadcast of "I Am a Singer" and the phenomenon of the topic effect, Libai brand awareness and reputation gained a lot. Through deep cooperation with the popular lifestyle variety show "Chinese Restaurant" and joint interpretation of the concept of green health with fashion media, Liby is communicating the positive energy of "green health" with consumers through richer scenes, more open ways and younger channels.
Today, Liby's annual sales have exceeded 20 billion yuan, and its tax payment has exceeded 1.5 billion yuan. Its detergent sales rank first in China and fourth in the world. It has won more than 100 world-class and national honors such as "National Civilized Unit", "Top 100 Chinese Private Enterprise Tax Payers", "China Quality Award Nomination Award", "China Green Enterprise Best Model Award" and so on. Libai has become a flag of the national daily chemical industry.
【 Brand Truth 】
From local small enterprises, to ten billion daily chemical giants, Libai brand development road, far from people often think of "big money to invite stars, advertising" as simple. The sensitivity of Liby to consumer demand, the mastery of product innovation, the atmosphere of marketing communication, and the most important -- the brand always adhere to the positive energy, and so on, are worth Chinese brands to observe and learn from.
Discover the potential demand: win the favor of consumers by "not hurting hands"
In 1998, consumers saw a TV commercial for Libai laundry detergent starring Chen Pais: at an airport in the United States, Chen Pais was wearing a bulging black travel bag, which foreign police mistook for a drug dealer. After the chase and search, a face of Meng forced police found bags of washing powder. "This is instant white laundry detergent, which my wife insisted I bring to America." Chen Pace also pointed to the police collar said: "Wash clothes clean, do not hurt the hand."
Libai plays the leading role in a series of commercials by Chen Pesi, a famous comedian in China. In the laughter and laughter, people remember the "second son" who loves his family and wife in life scenes, and also remember his repeated emphasis that "using Libai will not hurt your hands". In the 1990s, when hand washing was the focus, Liby's insight and promotion of "no harm to hands" immediately separated itself from other washing brands, awakening consumers' unknown real needs, and rapidly gaining recognition and approval of its own brand.
Practice category breakthrough: keep up with consumption upgrading
How to judge whether a brand is excellent or not? Always see what no one else can see, take products no one has ever seen.
When the innovation dividend of "not hurting hands" gradually faded as other brands followed the concept of "skin friendly", Liby launched a new category of laundry detergent. What Chen sees this time is a trend that is bound to last for a long time -- consumption upgrading.
China's economic development and people's living standards continue to make great progress, clothing, food, housing, transportation and consumption awareness, started a rapid and fierce upgrade. Who can take the lead to meet the "hunger" of consumers, who can seize the opportunity of brand era.
For consumers, what they pay for directly is the product. The demand of society and individuals for green health must first be met on the product. Relying on strong scientific and technological research and development strength, Liby carries out "green production", the whole series of washing products adhere to the research and development concept of "green health, green washing". In recent years, Liby has launched a series of products with the main selling point of "health, safety and environmental protection", such as laundry detergent without fluorescent brightening agent, laundry detergent without hot hand in water, and food detergent, which are friendly to the environment and people, and have won a high voice in the market, helping the brand to establish a demonstration role of green environmental protection.
In terms of social responsibility, which is the foundation of the enterprise, Chen Kaishun, chairman of Liby Group, said: "Love the motherland and the people, be a strong defender to protect the earth, Liby will give you a green and healthy home." Liby Group not only complies with the national advocacy of sustainable development, but also subtly promotes people's environmental awareness and fulfills the brand's due social responsibilities.
The way of brand communication: conform to the development of The Times and realize integrated marketing
For Liby's brand success, many people attribute it simply to "throwing money for fame". But China has never been short of "dare to spend money" enterprises, why Liby's investment heard the sound, not like most enterprises in vain?
Careful observation of Libai's seemingly dazzling brand marketing, in fact, always runs through a main line, that is to adapt to the development of The Times, response to the changes of consumers and consumer behavior, and with consumers.
The market is changing, consumers are changing, and consumer behavior is also changing. From Chen Pesi, the people's artist with both virtue and art, to the phenomenal-level variety show "I Am a Singer", which is popular among the post-80s and 90s generation, Libai not only reflects Libai's adaptation to the changes of consumer society, but also reflects Libai's unremitting pursuit of brand renewal.
Liby, with its outstanding brand awareness and commercial sensitivity, won the naming rights to I Am a Singer for three years in a row. With the popularity of the show, Libai brand reaped huge profits. With the development of The Times, people receive more and more diversified channels of information, information is more and more fragmented, brand marketing methods are more dazzling. The exposure of a single program is not enough to penetrate people's attention and cognition of the brand. Therefore, Liby realized that integrated marketing is the key to enhance brand awareness and reputation, and effectively promote sales transformation.
As Liby put forward the "Green health strategy" in 2016, to drive the green revolution of the washing industry as a leading enterprise in the industry, Liby has been committed to column cooperation, star cooperation, media cooperation and other forms, to put the concept of "green health" practically into practice.
Through in-depth product implantation in Slow life variety show "Chinese Restaurant", Libai effectively linkage sales with scene marketing; Cooperated with fashion singer Ouyang Jing to release the song "Liby Greenstyle", spreading the concept of green health in a way popular with young people. This bold marketing action made Liby win the favor of young people; In 2018, it is more likely to take the lead, integrate TV, outdoor, public relations and other communication means, in the form of suspense advertising, special advertising, knowledge interaction, in-depth communication with fashion talent, holding offline sharing meetings, to comprehensively convey the "green and healthy" life attitude and the quality pursuit of "home culture" to the public. This series of marketing actions, so that the concept of "give you a green and healthy home" unconsciously become flesh and blood, is no longer an empty slogan of the enterprise, but in the crowd strong voice.
It is worth mentioning that Liby, as the first washing brand to carry out deep cooperation with the world famous fashion media "ELLE World Fashion Garden", through listening to and conveying the understanding of stars, celebrities, high fashion designers for "green and healthy" fashion life attitude, the brand concept can penetrate layer by layer, brand image can take on a new look. Popular star Sheng Yilun is becoming Libai brand experience officer, fan effect expanded the influence of the event. More and more people feel that "green health" is not just a slogan, but a fashionable and positive attitude towards life; Liby is not only a washing brand, but also a practitioner and advocate of this attitude towards life.
It not only renders the fashion attribute of Libai, but more importantly, makes consumers feel the unremitting persistence of Libai for green health, so as to establish the identity of the opposite white. It has to be said that in the era of information flood and survival of the fittest, Libai, with a history of 24 years, has always maintained a sincere determination for brand renewal and brand concept transmission and penetration.
In short, in order to seize the development opportunities in the era of brand economy, Chinese brands must always recognize a truth like Libai: standing in front of the threshold of the era of national rise and rejuvenation, in addition to a genuine service to meet the people's pursuit of a better life, all the strange skills and deception will have no hiding. Only the right path of quality, innovation and moral construction can lead to the ultimate dream of the brand.
