Shanghai Jahwa'S Strategy To Build An International Brand

In today's economic globalization, the opportunities and challenges faced by enterprises are no longer confined to one country.

At present, many Chinese enterprises are facing fierce competition from domestic enterprises, and are under intense competition from multinational enterprises.

The pfer of battlefields to foreign countries is not only a need for enterprises to find new market opportunities, but also a reflection of their foresight.

At present, there are more and more Chinese enterprises coming out of the country. When they enter the international market, they will inevitably face a common problem, that is, how to build an international brand.

Having a brand is the real competitive power of the market.

At present, many export enterprises in China rely on the advantage of low labor cost to lower product prices and obtain a large share of exports.

Such a way of competition, though effective, is not a long-term strategy.

Seeking international brand influence is the best choice for Chinese local entrepreneurs.

How to build an international brand?

Perhaps, from the process of brand internationalization of Jahwa in Shanghai, we can get some inspiration.

Cosmetics industry is one of the earliest areas to open to overseas enterprises in China.

In the face of the international war at home, how did Shanghai's Jahwa's 100 year old Chinese enterprise overcome the psychological conflict of consumers and win the consumer's inner identity in an industrial field dominated by fashion and culture, and western enterprises occupy a dominant position in the market?

"Using Chinese elements, relying on Chinese culture, grafting international resources, and taking the high-end brand with Chinese characteristics" is the unique pattern summed up by Shanghai Jahwa in the process of brand internationalization.

Qu Jianning, general manager of Shanghai Jahwa Abt Associates Inc, said.

Internationalization is not a castle in the air

Wu Zhigang, a famous brand expert in the chemical industry, pointed out: "it is reasonable to choose the target international market according to cultural similarity, but if it is confined to a certain cultural circle, it may never grow up."

This sentence sums up the weakness of many Chinese enterprises in the process of internationalization.

Internationalization is the ultimate state of the development of enterprises. Especially when the industry of Jahwa in Shanghai is facing fierce international competition, whether it is active or passive, it is bound to take a key step in development.

After years of development, Shanghai Jahwa has the conditions to participate in international competition: first, it has state-level scientific research centers, and has launched strategic cooperation with advanced scientific research institutions at home and abroad.

Strong support for scientific research and in-depth professional research and rich exploration experience in the field of Chinese herbal nursing make Shanghai occupy the world's leading position in the field of Chinese herbal medicine personal care. Secondly, the source of talents of Shanghai Jahwa is diversifying. 1/3 of the senior management teams have backgrounds and experiences of foreign and foreign-funded enterprises, while many of the former employees who have left their homes to multinational companies have already "returned", including some foreign companies. Once again, Shanghai Jahwa never advocated narrow nationalism, advocated international competition in international cooperation, and had rich experience and cooperative resources in this area.

"These huge advantages have already become a solid backing for the internationalization of Shanghai Jahwa".

Qu Jianning told the advertiser magazine.

Herborist: take the wind of Chinese culture

"Herborist" is a high-end brand of Chinese beauty which is advocated by Shanghai Jahwa in 1998, which advocates "natural and balanced" with Chinese herbal medicine as its core concept.

In 2007, after Herborist's continuous growth in sales, Shanghai Jahwa executives decided to reverse export Chinese brands to foreign markets.

"Chinese culture is reviving all over the world, and the fashion interpretation of Chinese elements is gradually recognized by global consumers."

Huang Zhen, the two Minister of Shanghai Jahwa enterprise, believes that in the international market competition, Shanghai Jiahua is based on Chinese medicine culture and theory, and carries out differentiated competition in brand positioning.

At present, the environment of Chinese culture sweeping the globe is very favorable for Herborist to open up overseas markets. For example, "Herborist" Tai Chi mud is located in flagship store in Paris, France. Its sales in the first month have already been "TOP5" in nearly 2000 skin care products, and its sales volume has doubled over the past two consecutive years.

Like many Chinese companies, Herborist's overseas tour is also faced with confusion about how to communicate with local consumers.

To understand the way European consumers interpret Eastern culture, Herborist specifically sought out a French professional consulting firm with a cultural background of the East and West. It made a comprehensive review of the "expression system" and finally chose to use the Chinese words familiar to Western consumers, such as "Tai Chi" and "Yin Yang", to reinterpret the brand and product concept from the perspective of western culture.

For example, the products of Shanghai Jahwa, Tai Chi mud mask, are projected on the concept of "Tai Chi" with black and white color.

Six gods: seize the time and place the right people.

Shanghai Jahwa launched the "six gods" brand in 1993.

Compared with "Herborist", its internationalization path is relatively low-key.

"Six gods" is the traditional Chinese medicine for the treatment of prickly heat and other summer diseases, the name of the prescription, its main ingredient is pearl powder and other raw materials.

According to this prescription, Shanghai Jahwa launched the "six gods" toilet water, with "prickly heat relieving itching, refreshing and refreshing brain" as the slogan, the listing year quickly won 60% of the market share of toilet water.

Two years later, Shanghai Jahwa launched the "six gods" shower gel, specializing in summer personal care products market.

After the launch of the product, it soon won a large number of users of "six gods" toilet water users. By 1998, "six spirits" shower gel has become the first brand of summer personal wash products in China.

A few years ago, Ge Wenyao, chairman of Shanghai Jahwa Abt Associates Inc, proposed that "six gods" should be exported to Southeast Asia.

Southeast Asia is close to the equator and is under high temperature all the year round.

Shanghai Jahwa has been very familiar with the operation of the summer market.

Qin Fenhua, a marketing director of the Shanghai Jahwa cause, further explained the reasons why the "six gods" were popular in the region: "apart from the climate, we also have the advantages of" people and ". There are many Chinese in Southeast Asia.

Of course, we are not satisfied with providing products for Chinese people, but also targeting local people.

This needs to do in accordance with local culture and habits, and conduct localized marketing From EMKT.com.cn promotion.

At present, the six gods in Southeast Asia mainly use the mode of cooperation with local sales agents.

On the one hand, this mode of operation can ensure that the six gods products of Shanghai Jahwa can enter the local market as soon as possible, and the six spirits can also make adjustments to the products and market strategies from the feedback of agents.

Because agents are local enterprises, their cognition of products is more in line with the needs of local people. Shanghai Jiahua also attaches great importance to communicating with local agents.

The experience of Jahwa in Shanghai is very inspiring for those Chinese enterprises wishing to overcome difficulties and obstacles and open the door to the international market: how to avoid repeated attempts in market positioning, how to deal with the relationship between expansion speed and brand quality, how to compete with the international giants, where to cater for, where to imitate and when to be confident and persistent, Shanghai's Jahwa has developed a successful international road -- relying on Chinese culture to create Chinese brands.

Chinese traditional culture is the resources that local brands can rely on to create international brands, especially with the rise of China's international influence, this effect is more obvious.

However, cultural marketing is a generalization concept. In concrete operation, building international brands can list six important points:

Internationalization of corporate image.

Corporate identity includes the name, slogan and Logo of an enterprise. To create an international brand, we must first design a corporate image that is easy to be recognized and remembered by foreign consumers.

Take LG as an example, its Logo design is like a person's smiling face, and is very friendly. It is welcomed by consumers in the international market, including Chinese consumers.

Attend international exhibitions.

As a foreign enterprise, we should grasp as many opportunities as we can show ourselves.

International Exhibition is a good platform.

Obtain international certification.

At present, the internationally recognized certification includes ISO9001, ISO9002 and ISO14000. There are also some industry certification in special industries.

Through international certification, enterprises can get the basic trust of foreign consumers.

Advertising in target media.

Although from a cost perspective, advertising investment may be relatively high.

But from the perspective of communication effect, advertising is also the most widely covered and the most effective way to create fame.

Sponsoring sports events.

Sports is the universal international language. Samsung has successfully established an international brand image based on event marketing.

Foster international marketing network.

The use of local agents to marketing can quickly enter the international market, but from the perspective of strengthening the planning of foreign markets and ensuring the stability of the international market, it is necessary for enterprises to establish their own marketing network abroad.