In the fiercely competitive toiletries market, the Guangzhou brand she founded has opened a hole in the field of high-end cleaning and care, becoming one of the leading brands of domestic cleaning and care, and at the Geneva International Invention Exhibition, one of the world's three major invention exhibitions, she led the release of the research results of tea bran, a traditional Chinese cleaning and care treasure, and won the gold medal in one fell swoop. She is Li Zhizhen, President of Guangzhou Adolf Personal Care Products Co., Ltd., and has won honorary titles such as "2023 Guangdong Province 38 Red Flag Bearer" and "Guangdong Province Outstanding Female Entrepreneur".
Inherit the original intention of the brand and promote the light of domestic products
More than 10 years ago, Li Zhizhen was still engaged in the processing of cosmetics. Once, a foreign customer came to her with a foreign product and asked to produce a product of the same quality, but the product could not be typed with a single Chinese character, otherwise it would "not sell". She couldn't let go of her heart for a long time: Why do our domestic manufacturers have the ability to manufacture high-quality products, but they can't use their own brands? So, Li Zhizhen began to create the Adolf brand, determined to make the world love Chinese cleaning and care brands more.
With the rapid improvement of the living standards of mainland residents, Li Zhizhen has noticed that consumers have a stronger sense of high-end consumption, and the high-end cleaning and care market is promising. So she decisively gave up the OEM and sales of other categories such as skin care and makeup, and began to devote herself to the cleaning and care industry.
However, it is not easy to establish yourself in the high-end market. In order to develop high-quality products, Li Zhizhen led the R&D team to go to home and abroad to carry out a series of market research, and finally found the differentiated development positioning of "fragrance". In order to develop a scent that consumers love, the Adolf team embarked on a journey around the world in search of fragrances. In the end, the team worked with Spanish perfumers to create Adolf's unique fragrance, and created the original "5 Senses of Essential Oils" and 48-hour professional fragrance technology.
While most shampoo and hair care products are still simply pursuing softening, dandruff and other efficacy needs, Adolf's fragrance washing and care effect has won the love of many consumers. With her excellent management skills and marketing thinking, Li Zhizhen has built Adolf into one of the leading brands of domestic cleaning and care.
From 2018 to 2020, Adolf's annual retail sales exceeded 10 billion yuan, and it has become a tax payment enterprise with more than 100 million yuan in Guangzhou for many consecutive years. From 2020 to 2022, Adolf's sales share of shampoo among urban permanent households ranked first among domestic brands. In June 2023, the research results of Adolf tea bran led by Li Zhizhen stood out among more than 1,000 invention projects and won the gold medal at the Geneva International Exhibition of Inventions. The International Exhibition of Inventions of Geneva began in 1973 and is one of the three major invention exhibitions in the world.
Promote the power of women and offer public welfare love
As the vice president of the Guangdong Women Entrepreneurs Association and the vice president of the Guangzhou Women Entrepreneurs Association, Li Zhizhen encouraged women entrepreneurs to actively face the new era and new mission, take advantage of the development advantages of the Bay Area under the good business environment created by governments at all levels, and inject new vitality into innovation and creation with the firm will to dare to climb the slope and overcome the hurdles.
She set the 20th of each month as the "Love You" monthly activity of the Baiyun District Women Entrepreneurs Association, regularly held "digital transformation" lectures, organized high-quality economic development forums, visited advanced enterprises, and set up a high team, calligraphy team, reading club, and dance team to promote the all-round development of women entrepreneurs.
Li Zhizhen also took the initiative to devote herself to the public welfare undertakings of fighting the epidemic and helping the poor, she established the Guangzhou Baiyun District Charity Association Adolf Foundation for the Protection of Minors, led the female entrepreneurs in Baiyun District to care for minors, and organized more than 50 public welfare activities last year, such as the Seedlings Cultivation Classroom, the public welfare live broadcast room, the charity sale, etc., to contribute to the promotion of the protection of minors.
Since 2017, Adolf has continued to carry out the "Yellow Rose" public welfare action to care for sanitation workers, and has joined forces to leave the "taste of love" in 170 cities in 32 provinces across the country, holding more than 2,200 activities, benefiting more than 100,000 urban sanitation workers. In addition, Adolf also regularly holds public welfare activities such as "caring for angels in white", "letting love core bloom", "promoting civilized and good family style", and "condolences to women and children". According to incomplete statistics, in the past three years, Adolf enterprises have donated more than 28 million yuan.
Li Zhizhen said that Adolf's success is inseparable from the support and encouragement of the government, and she will take this as a new starting point to continue to innovate technology and develop and produce more high-quality products. In the future, we will also cooperate with well-known brands to achieve "dual brands going to sea", so that "the taste of love can not be forgotten for a lifetime" and "the taste of love when there is a home" will enter the world family, so that the world will fall in love with "Chinese quality".