In this era of surging globalization, upgrading consumption and improving economic transformation are helping the Chinese economy lead the world. At the same time, the rise of Chinese brands has become the focus of the world.
On this occasion, the third China Brands Day will be held on May 10, 2019. China Brand Day is an important measure to undertake the national strategy of building independent brands and help China transform from an economic power to an economic power through brand building. In recent years, a series of excellent national brands such as Huawei have risen rapidly and become the mainstay in their respective fields. Libai, which focuses on the power of washing and care of clothes, also became the only laundry and care brand on the list in the "Like My favorite Chinese brands" activity of this China Brands Day.
Promoted by consumption upgrading, the overall scale of clothing washing and care industry has been climbing for years. But the major brands in the industry are Mired in price bloody war, it is difficult to get rid of the mire of homogeneous competition. By contrast, Liby, as a benchmark in the field of clothing washing and care, still holds the upper hand in the competition with foreign brands, and there is no shortage of shining points in its development process.
Brilliant journey, ten years lead
Liby was founded in 1994, only a few years after its establishment, sales jumped to the first place in Guangdong Province, and then gradually expanded to the whole country, relying on high-quality products, has been widely recognized by Chinese consumers. In many fields by foreign brands in the environment, Libai successfully break through, the top industry.
Especially from 2009 to 2018, Libai's sales have been leading the country for ten consecutive years. In addition, Kantar Consumer Index research data shows that over 70 percent of urban households in China bought Liby products between 2014 and 2018. In 2017, Liby ranked first in the field of daily chemicals in China with a brand value of 22.359 billion yuan.
So far, Libai's achievements are brilliant.
But at the same time, Liby also faces many industry brands, low price competition and other problems.
Photo from China Picture Group
Libai brand upgrading road
Nowadays, brand upgrading has become a general trend, it is the brand's own connotation and influence, but also many enterprises to cope with the new trend of the market and the layout of consumer demand changes.
The first is the new trend of consumption upgrading. With the rise of mobile Internet, consumption has different from the traditional and more intelligent and three-dimensional channels, at the same time, more new technologies are integrated. In this case, the young generation has strongly injected their consumption concepts and attitudes into the market, and they have received higher education and have a higher pursuit of quality. In the field of washing and care, they are not only satisfied with clean washing, but more inclined to the integration of washing and care products, the pursuit of higher quality washing and care experience.
Second is fierce competition within the industry. As People's Daily necessities, the clothing washing and care industry covers a wide range of people, and its channels are mature. It is difficult to find new market dividends in third-tier and fourth-tier cities and even rural areas. In this context, many brands, including foreign brands, start a price war, forming a zero-sum game in the market. Brands need to optimize and upgrade technology, quality and even concept to cope with the price war.
Finally, we should give full play to our strengths and integrate external resources. No one knows the Chinese market better than local brands, but in the field of laundry and care, foreign brands are the first to grab the market early and compete fiercely with local brands. In the competition with foreign brands, local brands should make use of their years of deep development experience in the local market, combine new technologies, develop new ideas, and integrate high-quality global resources, in order to optimize and upgrade the brand.
Under the general trend of brand upgrading, Liby's award is also a confirmation of Liby's brand upgrading. For Liby's brand upgrading, we can analyze it from the following two aspects.
Leading research and development, professional quality
At present, Liby always carries out the quality concept of green health, wash and care, bringing more environmental protection and healthy consumption experience for consumers. This pursuit of high quality and self-restraint comes from Liby's long-term lead in consumption upgrading. It is not satisfied with consumers "have", but to pursue the "good" quality of the new stage.
High quality is inseparable from 25 years of technology research and development. At present, Liby has the only "China Key Laboratory of Green Detergent Products for Light Industry" and the industry academician expert workstation (with awards), as well as the only "China Green Detergent Engineering Technology Research Center for Light Industry" in the industry. Under the strong research and development strength, Liby has brought fruitful scientific and technological achievements. At present, Liby has 197 invention patent applications, among which 98 are authorized invention patents. Similarly, Liby is also self-disciplined on high quality. It leads or participates in the formulation of 28 national and industrial standards, which is at the industry-leading level. In terms of quality management, Liby Laboratory through the China National Accreditation for Conformity Assessment (CNAS) laboratory accreditation testing items up to 163.
These not only bring the external appearance of leading technology to Libai brand, but also bring a lot of honor about quality and quality to Libai brand. In 2016, Liby was rated as the national "quality benchmark" and became the only selected enterprise in the laundry and care industry. In 2018, Liby won the "International Carbon Gold Award" and so on.
Global technology, innovation leads
Chinese brand, such a word with national emotional significance, does not mean that it is narrow. In the increasingly close globalization, Libai also uses its unique technological advantages and international vision to lead national brands to the world. With 25 years of accumulation, Liby has globalized the industrial chain and market, optimized the allocation of resources, improved its image and created an innovative brand. As early as 2014, Liby signed a strategic cooperation agreement with Novozymes, the world leader in enzyme products, in the presence of the Queen of Denmark.
The global layout brings greater opportunities and challenges to Liby. With its global strategy and vision, Liby explores world-class technologies and pursues world-class standards, so as to bring high quality and international use experience to consumers.
At present, the clothing washing and care industry is in serious homogeneity competition. Consumers mostly choose products based on price, and brands mostly seek for more users and larger markets through price wars. Although it may obtain certain returns in the short term, in the long run, it will lead to a great loss of brand power, and it is difficult to meet the demand of consumption upgrading and lead the development trend of The Times.
Therefore, Liby's brand upgrade, starting from product quality and innovative technology, can be said to get rid of the price war, which is a way of drinking poison to quench thirst, and has a certain role in the current washing industry. It is also hoped that Liby can lead the healthy development of the whole industry and shape the brand name card of the great country.
