Liby Group strategic upgrade and 25th anniversary celebration conference was held in Beijing
On November 30, "Liby Group Strategic Upgrading and 25th Anniversary Celebration Conference" was held in Yanqi Lake International Convention and Exhibition Center in Beijing. Liby Group Chairman, co-CEO and more than 2000 partners from all over the country gathered together to participate in the event. At the meeting, Liby Group released the "green consumption ecology +" strategy for the first time, with "new platform", "new marketing", "new research and development", "new brand" and other major deployment, to build a full range of links to consumer touch points of green consumption ecology + era. This also indicates that Liby, on the occasion of its 25th anniversary, will gather energy and enter a new stage of development with a new strategy.
"1+2" deployment, Liby accelerates the daily chemical industry to "new ecology"
Chen Kaishuan, chairman of Liby Group, pointed out that enterprises are facing a critical period of development, and it is essential to link consumers with "heart"
Chen Kaixuan, chairman of Liby Group, pointed out that under the background of digital economy and new retail formats, consumption continues to upgrade, and the consumption concept changes from price first to value first, from meeting established needs to pursuing added value. "Consumption upgrading, new retail penetration, enterprises ushered in a critical period of development and upgrading. After 25 years of development, Liby Group will take the green consumption ecology + strategy as the symbol of strategic upgrading. The core and origin of the strategy is the consumer's mind, leading the company into a comprehensive link with consumers and creating a new situation of multi-win-win."
At the conference site, Chen Zebin, co-CEO of Liby Group, officially announced the "green consumption ecology Plus" strategy, among which the "1+2" platform deployment, which represents the core competitiveness of Liby Group in the future, attracted great attention. He said that the "1+2" platform is the landing layout of the "green consumption ecology +" strategy. "1" is the lead of the multi-brand matrix, and "2" is the support of the "supply chain platform" and "channel platform", covering the multi-brand promotion operation, research and development design, raw material procurement, production and supply back end, and finally providing online and offline omni-channel distribution and end-consumer marketing solutions. By connecting brands, partners and consumers through digital systems, expanding the interests and rights of partners, and providing consumers with omni-channel high-quality products, Liby Group has been upgraded into an omni-channel and omni-touch digital precision marketing sharing service provider, as well as a full-chain procurement and supply sharing service provider with daily chemical industry as the core."
Co-ceo Chen Zebin tells Liby Group new strategy
The new marketing in Liby Group's new strategy -- Marketing 3.0 system, is the key word of Chen Zebin's speech. It is reported that Liby marketing 3.0 system, closely connected with the headquarters, provinces and dealers, change the situation of decision-making based on experience in the past, with the help of new channels, new marketing and new business models, the implementation of the chain and the whole dimension of digital analysis and decision-making. Another key word of marketing 3.0 system is consumer data and insight. Liby Group will conduct insight through the big data of consumers on the two channel platforms, including all channels, purchase scenarios, interests, preferences, usage cycle, catalyst habits and other information under the Liby system, so as to form an all-channel closed loop from user demand to sales. At the same time, e-commerce, community and convenience system and other closely related to the consumer shopping scene channel strategy, also become a highlight of the industry.
The industry pointed out that this means Liby Group really realized the strategic upgrade of "sales-driven" to "brand-driven", and started the marketing campaign to help products from inside to outside.
Consumer - centered, "New brand" vision health and happiness for every family
As an important part of Liby Group's "green consumption and ecology +" strategy release, the new brand strategy and product blueprint leading Liby Chemical industry chain is also a focus of the new strategy. Wu Chen, chief brand officer of Liby Group, pointed out that the core of the brand deployment under the new strategic system of Liby Group is: an all-round link to the life scene of consumers and brand power based on consumer insight. "The brand layout of Liby will be centered on the consumer scene, with multi-brand and multi-category matrix, completely around all the cleaning needs and sites in the 'home', a variety of product forms to meet consumers' hand, machine, intelligent and social needs, truly realize the mission of health and happiness of each company."
Chief brand officer Wu Chen tells Liby Group multi - brand matrix
Seize the "heart" of consumers, in the final analysis, to win the product, so that consumers really benefit from products, and because of the benefit of the formation of word-of-mouth. Under the guidance of the new strategy, Liby chief scientist Zhang Liping's interpretation of the "new research and development" said, "Consumption is upgraded, consumers have more and more in-depth understanding of science and technology, and the pursuit of green and health is increasingly high. The sustainable development of Liby lies in the continuous improvement of consumer service, using green and sustainable raw materials, technology, production process and formula design to design products in an all-round way, from the concept of products to practical application performance, to the impact on the human body and the environment, all-round care for consumers. Liby Group has more invention patents than two to five of its domestic peers combined, and the reserve of core technologies is being transformed into innovative products at a faster pace to meet the ever-upgrading needs of consumers and the needs of the company's long-term development." It is reported that since its inception, Liby Group has taken green health as one of the guidelines for product research and development. From non-hot washing powder to Liby soap liquid extracted from plants to the whole line of food detergent, it not only reflects Liby's response to consumer demand, but also reflects Liby's attention and responsibility to environmental protection as a leading enterprise in the daily chemical industry.
Chief Scientist Zhang Liping explains Liby Group's "new Research and Development"
For the brand and research and development of the two weapons, Chen Zebin said that Liby Group, not only to persevere to build the brand, but also to build the chain between enterprises and consumers, forward-looking insight into the explicit and implicit needs of consumers, based on consumer demand to build the brand.
New strategy, Liby 25th anniversary from the heart
The proposal of "Green consumption ecology plus" strategy is an important content of Liby Group's 25th anniversary, which also means that Liby Group has entered a new stage of development.
It is reported that Liby Group's development is divided into four stages. The first stage is the "small washing" stage from 1994 to 1997. From the establishment in Guangzhou in 1994 to relying on outsourcing processing, Liby achieved the first place in Guangdong Province in just three years. The second stage was the "Big washing" stage from 1997 to 2004. Liby mainly engaged in laundry detergent, dishwashing detergent, laundry soap and other big washing products. It invited Chen Pesi to represent "Liby without hurting hands" and focused on brand building and terminal market building, becoming the top three in the industry in 2003. The third stage was the "Daichi" stage from 2004 to 2015. Through the acquisition of Shanghai Gaozi Cosmetics and the acquisition of the century-old Blue Sky Liubizhi, Liby Group's industrial chain began to develop towards Daichi. In 2016, Liby Group started a new journey of "Big health", and formally established the development direction of green health strategy with the "Liby Green Health Strategy Press Conference" in the Water Cube. In 2017, Liby Group achieved annual sales of 20 billion yuan, with detergent sales ranking first in China and fourth in the world. Industry insiders pointed out that "green consumption ecology + strategy, can be said to represent Liby Group is about to enter the next stage of development, thus, not only to provide different consumers with green consumer products to meet various needs, but also to build a 1+2 whole industry chain platform around digital marketing 3.0."
The core of Liby Group's green consumption ecology + strategy is to return to consumers, and to layout products, brands, channels and industrial chains based on consumer needs. It is reported that based on the realization path of the new strategy, Liby Group will launch many new products in 2019, including green concentrate + product upgrade and smart home appliance cleaning products and other new products, covering various categories of consumers at different levels, with product and marketing innovation to drive enterprise upgrading.
The industry said that "green consumption ecology +" is not only Libai's strategic upgrading measure, but also the industry-leading measure. At the same time, with a brand new ecological system, it promises to build a consumer-centered green, healthy and sustainable ecological circle of daily chemical industry.
