On June 18, 2019, China Retail Forum was launched in Hangzhou. Hundreds of well-known brand representatives, retail executives and media representatives from all over the country attended the summit. Under the theme of "Choosing between changes", they had in-depth discussions on the future development direction, business model innovation and market opportunities of new retail.
It is reported that the retail summit, Liby Group with its two major brands - "clothing washing and care industry leading brand" Liby, "high-end skin-friendly washing and care brand" Good Dad to participate in, showing the determination to continue to build new momentum of the brand. The industry believes that Liby, since the official release of the new "green consumption ecology +" strategy at the end of last year, is committed to build a consumer-centered green, healthy and sustainable daily chemical industry ecosystem, to help the sustainable development of domestic retail industry.
The strategy of "green consumption and ecology +" leads Xinlibai to set sail
On November 30, 2018, Liby Group officially released the "Green consumption ecology Plus" strategy, 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 plus era. As the implementation layout of green consumption and ecology + strategy, the deployment of "1+2" platform has received high attention from the industry.
Chen Zebin, President of Liby Group, said that "1" is the lead of multi-brand matrix, "2" is the support of "supply chain platform" and "channel platform", covering from multi-brand promotion operation to R&D design, raw material procurement, production and supply back end, and finally providing online and offline omni-channel distribution and end consumer marketing solutions, connecting brands, partners and consumers through digital system. Enlarge the interests and rights of partners, and provide consumers with omni-channel high-quality products. Liby Group has been upgraded into an all-channel and all-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.
Liby Marketing 3.0 is a new marketing model connecting brands, consumers and distributors in the new strategy of "green consumption and ecology +". Liby Group's marketing 3.0 system changes the situation of making decisions based on experience in the past, and implements a full-chain and full-dimension digital analysis and decision-making method with the help of new channels, new marketing and new business models.
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.
Brand innovation, the pride of "Made in China"
At the just-concluded "2019 China Brand Day May 10 Evening Party", Liby stood out from more than 800 brands and won the title of "2019 My Favorite Chinese Brand" in the laundry care industry, which is worthy of the title of "Leading brand in the laundry care industry".
Since its establishment in 1994, Liby Group has created the glory of "Made in China" in the highly competitive industry where the brand of daily chemical is mature.
Liby has always been a leading brand in the laundry and care industry in China. Statistics show that from 2009 to 2018, Liby has been leading the national sales for ten consecutive years. From 2012 to 2017, Liby has been the most popular washing and care brand in China for six consecutive years.
According to the 2018 Global Brand Footprint Report, Liby ranks among the top 10 most selected and frequently purchased brands in the Chinese market, and is the only brand in the daily chemical category to make the top 10 list.
Kantar Consumer Index research data shows that 70% of urban households in China are using Liby products, which is a veritable national brand. Good Dad, the high-end skin care brand of Liby Group, is also a growth brand in Kantar China.
Grasp future needs
Mr. Wu Chen, Chief Brand Officer of Liby Group, pointed out in his speech at the summit that changing with the change of consumers is the eternal theme of brand management. Liby Group always adheres to the consumer as the center in brand management, product development, communication and other aspects. Under this guidance, Liby has always won the choice of thousands of Chinese consumers in the past 25 years, but also has the unique competitiveness to surpass others. For example, being good at seeing market trends before others.
With the improvement of living standards, people's clothes and home textiles are increasingly diversified and high-end. Only "cleaning" can no longer meet the needs of consumers. Natural green and "integration of washing and care" are becoming the trend of the industry.
Just as it used to inspire consumers' health awareness of washing products with "no harm to hands", Liby has always carried out the idea of laundry care, and combined the advantages of laundry liquid and laundry soap with the help of technology such as fresh extract of plant stock solution, to develop a new washing product with advantages of easy rinsing, strong decontamination, natural and mild -- natural soap.
In 2018, Liby won the Double Award of the World Environmental Protection Conference and the Overall Award of the International Carbon Gold Award at the 8th World Environmental Protection (Economy and Environment) Conference. Its natural soap products, but also become the official recommended clothing washing products.
In addition, Liby also pioneered the launch of enzyme particle soap, enzyme detergent, enzyme detergent and other industry-leading products. It is among the first batch of enterprises on the national Green Manufacturing Demonstration list. Of the 58 household detergents on the first batch of green design products list, 38 are under their own white brands, and only one technology, "detergent concentration", has won a patent excellence award in China.
In 2014, Liby signed a strategic cooperation agreement with Novozymes, a leading enterprise of global industrial enzyme and microbial preparations, witnessed by the Queen of Denmark, to comprehensively improve the new experience of washing and care for consumers.
The high-end skin-friendly washing and care brand Good Dad pioneered the washing and care products laundry lotion, which won the trust of families with children with high-end quality. And in 2019, Good Dad launched the new Zhijing concentrated + Skin friendly machine wash lotion, which can effectively remove dust mites and bacteria, solve the pain points of fabric washing for families with children, and make skin friendly more comfortable. Products also passed the concentration + certification, three times clean, efficient and environmental protection.
Continuous scientific and technological innovation
Behind the excellent products, is the support of advanced technology. Liby Group has been able to continuously lead the industry with innovative products in the past 25 years, because of the strong investment in scientific and technological research and development.
In March 2019, on the 5th session of the 4th session of China Light Industry Federation and the 9th session of the 7th session of China Handicraft Cooperation Federation Council, Liby, as a leading brand in the clothing washing and care industry, won the prestigious honor of "China Green Detergent Engineering and Technology Research Center of Light Industry" on behalf of the national research with its world-class R&D capability.
In addition to "China Green Detergent Engineering and Technology Research Center for Light Industry", today's Liby Group also has the industry's only "China Key Laboratory for Green Detergent Products for Light Industry" and industry academician expert workstation (with awards). It has applied for 197 invention patents, among which 98 are authorized invention patents. The invention patent application is higher than the total number of invention patent applications ranked 2-5 in the domestic peers.
In terms of quality management, Liby Laboratory through the China National Accreditation for Conformity Assessment (CNAS) laboratory accreditation, the accreditation of testing items up to 163.
In the standard setting, Liby led or participated in the formulation of 28 national and industrial standards, leading the industry.
As can be seen, all kinds of technological breakthroughs, all show that Libai products have world-class competitiveness. In the future demand of laundry care, Liby has always occupied the industry's new high technology, has a far above average brand advantage.
Shaping Chinese business cards
After 25 years of persistent progress, Liby Group has become the practitioner and advocate of quality life in the hearts of the majority of consumers, as well as a long-term reliable life companion. Leading national sales for ten consecutive years is the best proof.
In the process of game with the world giants, Liby has also become a bright name card of "Quality Made in China" recognized by the world, and actively goes to the world, integrating the best resources and partners in the world, in order to provide the people with more advanced products and services, for the sustainable development of the brand, to build a broad and profound foundation.
However, Liby Group continues to bring quality product experience to consumers and lead the sustainable and high-quality development of the industry. Just as Mr. Wu Chen, chief brand Officer of Liby Group, said, facing the rapidly iterated and upgraded consumers, consumption scenes and consumer demands, Liby changes accordingly, constantly breaks through the original boundaries, and works together with its retailer partners to jointly promote the development and innovation of the retail industry.
From the beginning of the business, to winning public support with its products, to launching new strategies to lead the industry progress, to shining China Brand Day, and becoming the only "My favorite Chinese brand" in the laundry and care industry, Liby Group can be called a development record worthy of learning and reference by other national enterprises. It is believed that this excellent enterprise, which has experienced wind and rain for 25 years and has become more mature and stable, will continue to lead the progress and upgrading of the daily chemical industry and retail industry, and contribute to a better life for the people.
