"In the post-epidemic era, we can feel that Chinese consumers' demand for health and high quality has deepened." Wang Yi, President of Johnson & Johnson Consumer Products China, gave three judgments on the future development direction of Johnson & Johnson Consumer Products in the Chinese market in an interview with the surging news (www.thepaper.cn) reporter.
"We have always said 'In China, for China' and hope that the products we develop can meet the health needs of consumers of different types and different consumption levels in China." Wang Yi pointed out that Johnson & Johnson first focuses on integrating the concept of health technology into the product. "Another is to meet the more segmented needs of Chinese consumers." Wang Yi judged that the current demand for skin care categories has been more subdivided, and this trend is self-evident. Finally, Wang Yi emphasized digital capabilities, saying that Johnson & Johnson Consumer Goods will continue to build digital capabilities in the future, "which will also help Johnson & Johnson Consumer Goods Group to further interact with Chinese consumers in the future and better meet consumer needs." ”
Wang Yi, President of Johnson & Johnson Consumer Products China
Founded in 1886 and with a history of more than 130 years, Johnson & Johnson is one of the world's most comprehensive and widely distributed medical and health companies, covering three major areas: medical equipment, pharmaceuticals and consumer goods.
In 1985, Johnson & Johnson became one of the first multinational companies to enter the Chinese market since the reform and opening up. Today, China has become one of the fastest growing markets for Johnson & Johnson's global business and a key market for Johnson & Johnson's global "development + innovation" dual-engine strategy. Specific to Johnson & Johnson consumer goods, "whether it is the scale or growth rate, the current Chinese market has become the core market of Johnson & Johnson consumer goods that cannot be ignored, whether in the past, now or in the future, it is the core market that Johnson & Johnson Group will focus on and deepen." Wang Yi said.
Keywords: the beauty of health, scientific genes
In the context of the epidemic, consumers' demand for "health" has been amplified to a certain extent, how can consumer goods companies seize this round of opportunities to further enhance the competitiveness of Johnson & Johnson consumer goods? Wang Yi believes that the beauty of health and scientific genes are the keywords of johnson and johnson consumer products' core business at present and in the future.
"Chinese consumers' need for health has deepened." Wang Yi pointed out that by giving consumers inner skin health, oral health, and hair health, so as to bring consumers external beauty, it is the core starting point of Johnson & Johnson Consumer Products' various categories of products. Wang Yi further explained that Johnson & Johnson Consumer Hopes to bring consumers a "healthy beauty" and let the product bring Chinese consumers to the perception of beauty.
In the post-pandemic era, consumer demand for health is also more segmented. Wang Yi believes that the trend of subdivision in the future is self-evident, and it is necessary to meet the needs of Chinese consumers in different consumption circles and scenarios.
Johnson & Johnson Consumer Products is backed by Johnson & Johnson's strong scientific research strength in medical equipment and pharmaceuticals, "Science is the core DNA of the development of Johnson & Johnson Consumer Goods, and it is also the core driving force for the continuous development of our market." Wang Yi said.
Digital transformation is the strategic focus of Johnson & Johnson's consumer goods layout segmentation and health technology. According to data provided by Wang Yi, as of 2021, the scale of online business and e-commerce platform business in Johnson & Johnson Consumer Goods China has exceeded 50%. In addition, Johnson & Johnson Consumer Products continues to build a digital platform for direct communication with consumers.
Through this data to "design for China", based on data-driven local consumer insights and innovation, in the country's existing privacy protection framework, to truly achieve C2M (Consumer-to-Manufacturer, from consumer to manufacturer) reverse customization, to meet the potential needs of consumers.
Dabao seeks to return to the "national brand"
"In the past 10 years, after Dabao joined hands with Johnson & Johnson, we have always positioned it as a cost-effective national skincare brand with excellent efficacy and affordable price, and a national brand representing the inheritance of traditional Chinese culture." Wang Yi said that Dabao hopes to be recognized by young Chinese consumers in addition to high cost performance and excellent efficacy.
Beijing Dabao Cosmetics Co., Ltd. was established in 1999, the predecessor is Beijing Sanlu Factory, which was founded in 1985. Dabao has quickly occupied the domestic skin care market with its affordable, popular positioning and TV advertising marketing of "Dabao every day", "if you want to have good skin, use Dabao sooner or later", and was once known as a "national brand".
Nowadays, Dabao is also seeking changes and seeking to return to the "national brand".
In 2008, Johnson & Johnson completed the acquisition of Dabao for 2.3 billion yuan. "After Dabao joined Johnson & Johnson, Dabao's sales performance has tripled." Wang Yi said that at present, Dabao has become a skin care brand with annual sales of more than 2 billion yuan. Among them, the number of bottles sold by Dabao's star single product SOD Honey Year has exceeded 100 million bottles, becoming one of the best-selling skin care products in the domestic market.
Johnson & Johnson's other consumer goods brands often occupy a certain market segment, such as Dr. Chengye, who specializes in professional skin care, and Lee Shidlin, who focuses on the field of mouthwash. For Dabao, Wang Yi tends to build it into a "brand that represents the inheritance of traditional Chinese culture."
Wang Yi believes that this brand impression should not only be reflected in the product, but also through the brand's actions, which led to the cooperation between Dabao and the China Dunhuang Grottoes Conservation and Research Foundation in February. "Dunhuang is also a very important treasure in traditional Chinese culture, which is also particularly in line with the image of Dabao as a national brand." Talking about this cooperation, Wang Yi believes that the core issue of Dunhuang excavation and protection of heritage is to avoid them from being infringed by the sun, which also alludes to the efficacy of Dabao's sunscreen products. In addition to donating money to protect the Mogao Grottoes, Dabao Sunscreen also hopes to build a healthy skin for Dunhuang's cultural relics restoration workers.
Chasing the light, "treasure" blessing Dunhuang The donation ceremony unveiled the monument at the scene
Left: Guo Qinglin, Vice President of Dunhuang Research Institute Right: Wang Yi, President of Johnson & Johnson Consumer Products China
Li Huihua, founding partner of BlueEye, a vertical media in the cosmetics industry, explained to the surging news reporter that "this generation of young consumers recognize domestic brands more than ever before. At the same time, more and more local brand awareness has surpassed that of foreign brands, and local brands "have every hope" to recreate "national brands".
Previously, Dabao had been trapped in a single situation of star products. Since joining the Johnson & Johnson family, Dabao has continuously launched new product lines relying on Johnson & Johnson's global R&D and innovation system. For example, in 2016, Dabao launched "Men's Line"; Dabao launched the first 100 yuan essence in 2018; in 2020, Dabao entered the professional skin care field and launched "Vitamin E Milk"; in 2021, the high-power sunscreen product "Little Golden Crown" was launched, which won the first place in the two lists of Tmall moisturizing sunscreen and multi-effect sunscreen last year, contributing 20% of the annual performance of the Dabao brand.