On June 20, 2018, the 2018 China Retail Forum kicked off in Taiyuan, Shanxi Province, the hometown of Shanxi businessmen. Hundreds of well-known brand representatives, retail executives and media representatives from all over the country attended the summit. With the theme of "converging new retail energy", they had in-depth exchanges and discussions on the future direction of new retail, market opportunities and consumption upgrading, business model innovation, scene and community marketing and other hot topics.
As a brand representative attending the summit, Mr. Yang Bin, General Manager of Marketing Department of Liby, specifically mentioned during the forum that the future of new retail lies in multi-party gathering. While combining brand needs, enterprises should follow market trends and new consumer demands, and continue to build brand new potential energy through green health concept, focus on user value and user efficiency. To jointly promote and promote the development of new retail industry and forward.
Green innovation and development are building momentum and upgrading
At present, the retail industry is in an era of consumption upgrading. The rise of China's young consumer groups provides a driving force for enterprises to pay attention to and promote brand rejuvenation and build new brand energy. In recent years, Liby has made full preparations in enriching brand connotation, enhancing brand value and promoting all-round product upgrading. In Liby's opinion, in the face of new trends and new changes, we should prepare for a rainy day, have an in-depth insight into the market trend at the first time, further grasp the consumption upgrading, and constantly match the new consumer demand through innovation, so as to maximize the brand value and continue to maintain its position in the industry market.
The value of a brand is critically related to its continuous product innovation and upgrading to meet market trends and consumer needs. At present, the concept of green environmental protection, green consumption, green life is gradually deeply rooted in the hearts of the people, and as the enterprise giant of China's daily chemical industry, Liby from paying attention to the products on people "no hurt hands, no residue", to thinking about environmental protection, environmental problems, determined to clear water and green mountains as the corporate social responsibility, the development of health, safety, environmental protection products as the inevitable requirements of enterprise transformation and upgrading. Chen Kaixuan, chairman of Liby Group, put forward: "We should love our country and people, be a strong guardian to protect the earth, and devote the rest of our life to the cause of environmental protection. Libai, give you a green and healthy home." This expresses an entrepreneur's sense of responsibility and feelings of home and country!
The environment and clear water and green mountains matter to health and life. In order to actively respond to national policies and consumers' demand for healthy life, under the guidance of green and healthy brand concept, Liby relies on strong scientific research strength to carry out green production and create green high-quality products. A series of products featuring "health, safety and environmental protection" have been launched, such as non-hot water washing powder with Chinese invention patent technology, food detergent certified by Zhongwei [Beijing], plant essential oil underwear soap, natural soap without fluorescent brightening agent, etc. With excellent product quality, the company has won the love of consumers and a good reputation in the industry.
In recent years, Liby Group has also released the "Green Health Strategy", with technology research and development of Liby Green Living Research Institute as the innovation drive, build green factories, and lead green consumption by driving the whole upstream and downstream industrial chain, from green raw materials, green formula, green technology, green manufacturing, green products.
Over the past 20 years, Liby Group has accumulated 36 green and environmental protection related invention patents and 79 national patented technologies, which are well received both inside and outside the industry. In 2016, Liby Group won the annual International Carbon Gold Award "WEC Innovation Value Award". In 2017, Liby Group was included in the first batch of "Green factories" and "green Design products" lists published by the Ministry of Industry and Information Technology. In particular, 38 of the 58 household detergents on the "green design" list were branded white. This is of great significance to Liby Group, which has always been based on market demand and innovative green health results.
It can be seen that Liby Group not only sets up a green environmental protection demonstration role in the industry market, but also develops the green consumption habit of the public, breaks through the dilemma of green upgrading of daily chemical industry, brings new development opportunities for daily chemical industry, and drives the green revolution of washing industry.
Innovative marketing brand renewal to win the future
With the arrival of the new retail revolution, facing the new trends and new changes in the era of consumption upgrading, brand upgrading has become an important part of the invincible foothold in the market. However, in order to meet the new consumer demand, enhance user stickiness, and improve the brand identity of target audience, it is not only necessary to upgrade the product and packaging, but also to pay attention to user value and efficiency, and to realize the "what you see is what you get" of users. Especially with the rise of the younger generation of consumer groups, how to impress them, close the distance between the brand and these target consumers, is particularly important.
In recent years, Liby has been based on the market and constantly enlarging its high-end fashion attributes. Through cross-border marketing, innovative scenes and consumption experience, Liby has opened a new road of youthful brand renewal.
In April 2017, Liby opened the curtain of green health brand communication. In May, Liby joined hands with Harper's Bazaar and fashion queen Su Mang to spread the brand story "Green health is the new fashion of life". In December, Liby launched a new song "Greenstyle" together with Ouyang Jing, the first rapper in China, to form effective interaction and communication with young consumer groups in a special way, which not only heralded the gorgeous turn of the traditional brand, but also marked the label of youth for the traditional daily wear image, and passed on to more people the positive life attitude of "green and healthy home".
2018 Liby annual brand blockbuster, created by the director, can be called the transformation of Liby innovation. The new AD not only interprets Liby's new theme of "Plant power, green health", but also makes the audience feel the high-end fashion and youth image of Liby brand. In addition, Liby brand spokesperson Huang Xiaoming and Angelababy couple appeared together to personally interpret the concept of "plant power, healthy life" of Liby brand and demonstrate the green and healthy characteristics of Liby products incisedly and vividly.
As representatives of a new generation of young families, Huang Xiaoming and Angelababy represent a large number of consumers who pursue a high quality of life. Through deep cooperation with stars, Liby continues to spread the brand proposition of "Liby gives you a green and healthy home", thus enhancing the identity of young people who pay attention to the quality of life, and constantly narrowing the distance with young consumers.
Driven by all kinds of innovative marketing activities, Liby, as a representative of national brands, is favored and trusted by more and more consumers with its green and healthy living attitude and concept. In Kantar's "Global Brand Footprint Report" in China, Liby has been ranked among the top 10 in the Chinese market for two consecutive years in 2017 and 2018, providing washing products for more than 110 million households. In 2018 China Brand Day, Liby was selected as one of the top three in the daily chemical industry of "My Favorite Chinese Brands" in the voting activity of "My Favorite Chinese Brands" jointly organized by China National Brand Network and Xinhuanet.
Liby believes that starting from the perspective of consumers, establishing heart-to-heart connection with consumers, taking consumers as the foundation and providing strong support for consumers' green and healthy life is the proper attitude of the leading brand in the daily chemical industry, in order to continue to win the love and trust of consumers.
Facing the future, Libai plans and moves with the trend
By cooperating with authoritative fashion media, inviting flow star platform, using mainstream media and flow KOL voice, deep cooperation with e-commerce platform and resource replacement and a series of innovative marketing means, Libai brand value has been continuously enhanced. While attracting huge traffic through innovative marketing, Liby also links with JD.com, Tmall and other e-commerce platforms to increase brand exposure through e-commerce channels and convert traffic into sales.
What's more, in 2017, Liby began to embrace new retail aggressively. As an enterprise attempting intelligent sales, Liby has put intelligent robots into terminal stores to attract customers and attract interaction. With the help of increasingly developed Internet technology and the reputation of Alipay, Libai realizes the accurate distribution of trial packages and coupons at the terminal, which enricenriche the promotion forms of the terminal stores. In addition, Liby has also released consumer experimental materials to thousands of stores, so that consumers can personally experience the natural, gentle and excellent product quality of Liby, and realize sales conversion on the spot, helping to promote sales in stores.
The new retail era is an era of leading changes. Only by following the general trend of the market and effectively responding to the emerging new demands and new changes, can enterprise brands truly stand higher and go further. Facing the future, Liby, as a giant in the daily chemical industry, is not satisfied with the status quo, but by innovating products and establishing a new concept of green life, to actively meet the needs of the market, the public and the world. Finally, by constantly enabling the brand, Liby will seize the potential of the future market and lay the foundation for the long-term development of the enterprise.
