-
2004- 1 1-9 13:32:38
Since the end of last year, there has been a buying trend in the cosmetics industry. The biggest influence is that "Little Nurse" and "Yuxi" were bought by L 'Oré al France. For a time, it seems that domestic cosmetics brands can't escape the fate of being acquired. Recently, the brand "Ding Jiayi" from Nanjing finally changed its acquisition form and quickly joined hands with foreign brands in the name of "joint production".
Does the joint venture between "Ding Jiayi" and French "Ouchun" mean that local cosmetics begin to get rid of the fate of being acquired by foreign capital? Yesterday, the reporter made a special trip to interview Ding Jiayi, a professor named after him at China Pharmaceutical University.
Ding Jiayi was not sold.
Professor Ding Jiayi, 67, is very talkative. As soon as he met the reporter, he said that no matter how the international status of the other brand is, he can learn the advanced technology of European countries in the field of cosmetics in terms of optical technology cooperation, which is not available through "acquisition".
Ding Jiayi introduced that "Ding Jiayi" and French "Ouchun" jointly founded Nanjing Ouchun. At present, the products have been displayed at the International Beauty and Cosmetics Festival held in Shanghai and will be listed soon. Their cooperation with Ou Chun can be said to be the purchase of core technology by purchasing raw materials. This is not a simple capital integration or a simple technology introduction, nor is it who is acquired by whom.
Ding Jiayi emphasized that the daily chemical industry in China has entered the stage of format integration and market reshuffle, international capital is surging, and the living space of national brands has been compressed. The action of "Ding Jiayi" is completely proactive, and its ultimate goal is to expand its living space.
"Packaging" is a factor that affects the price.
When the reporter asked which local brands could learn from foreign countries after the cooperation. Ding Jiayi said seriously that poor packaging is one reason why most domestic brands can't sell their prices.
He explained that after the introduction of technology, the management concept and sales concept will be subtly influenced, and "Ding Jiayi" may improve its outer packaging while adding new products. In fact, the quality of some local brands is not much worse than that of foreign brands, but the outer packaging of products is very earthy, and the color, shape and raw materials of containers are far less than those of foreign brands, which in itself affects sales. Now some enterprises have noticed this and are improving.
National brands should be confident.
During the interview, Ding Jiayi repeatedly put forward the word "confidence" to reporters. He said that "Little Nurse" was sold and "Yuxi" was also sold. Nanjing's "Golden Ballet" has also become someone else's. These brands occupy considerable weight in the domestic market. The reason why they have such changes must be due to problems such as system and technology. National brands should have confidence. With self-confidence, they can flexibly organize R&D and marketing. Reporter Chen
Ding Jiayi Archives
Age: 67 years old
Ancestral home: Yangzhou individual
Resume: 1963, graduated from Beijing Agricultural University majoring in plant physiology. 1972 has been teaching in China pharmaceutical university, serving as the director of the biotechnology research office of traditional Chinese medicine in China pharmaceutical university, and concurrently serving as the vice chairman of Jiangsu Plant Physiology Society, a member of the Plant Society of China Tissue Culture Committee, and a special expert of the Special Cosmetics Review Committee of the Ministry of Health.
1987 invented the national patent technology of "ginseng active cell culture method" and became the first person in China for biological whitening. At the end of 1995, the patent won the China Patent Excellence Award issued by the State Patent Office, and in the same year it won the gold medal in China High-tech Products Expo and International Biotechnology Exhibition.
1993, established Shennong Biotechnology Company of China Pharmaceutical University; 1995, Nanjing Jianong Biochemical Co., Ltd. was established in cooperation with Taiwanese businessmen. The operator felt that Ding Jiayi, as a professor at China Pharmaceutical University, recognized the research results, so he named the product "Ding Jiayi".
Jianong Biochemical Co., Ltd. was established in 1995. Nanjing Jianong Biochemical Co., Ltd. is a joint venture between Taiwan Province Jiahong Company and Nanjing China Pharmaceutical University, with founder Mr. Zhuang Wenyang as the chairman and general manager. The main products produced by the company are general liquid unit (hair care cleaning, skin care water, gel), cream emulsion unit (skin care cleaning, hair use), tableware detergent and so on. Nanjing Jianong Biochemical Co., Ltd. is a daily chemical enterprise integrating scientific research, production and sales, relying on the strength of national biotechnology to create a biological whitening journey.
After the establishment of the company, Jianong first launched a whitening product based on "Ginseng Active Cells" by Professor Ding Jiayi of China Pharmaceutical University. "Ginseng Active Cell" is a whitening and freckle-removing factor successfully cultivated from natural ginseng plants by Professor Ding Jiayi after 20 years of professional research and using indoor biochemical culture technology, which has natural whitening effect. "Ding Jiayi's face turned white" participated in the whole process of domestic facial cleanser market cultivation, and created a precedent for biological beauty. The products have been successfully promoted in South China, North China, Northeast China, Northwest China and other places, winning enthusiastic response from consumers, and "Ding Jiayi Whitening Series" products have been developed one after another, with sales outlets covering all towns in China.
With the continuous growth of national sales, in addition to the original Nanjing production base, the company also established the "Jianong Industrial Park" in Suzhou Industrial Park on 1999, covering an area of 25,000 square meters. Since then, the company's production focus has shifted from Nanjing to Suzhou. 200 1 year 1 month, the first phase of "Jianong Industrial Park" was completed and settled in. In February, in response to the rapid growth of national sales, the company established Wujiang Lili Dongfang Ri Chemical Plant to produce Ding Jiayi series products, which is the company's third production base.
In brand management, the company established the national marketing department on 200 1, which is responsible for the planning of Ding Jiayi brand series products, and Ding Jiayi brand officially entered the stage of brand marketing development. In June 5438+10 of the same year, the "Jianong Biochemical Research Center" was established, and famous experts and scholars at home and abroad were hired to devote themselves to the research and development of biotechnology whitening cosmetics. In March, 2002, the company put Ding Jiayi brand advertisement on CCTV to build the national brand image. In July 2003, the company completed the integration of the national sales market, and established a national unified management sales team and marketing network. June, 5438+October, 2004/KLOC-0, the second phase workshop of "Jianong Industrial Park" was completed. In June, due to the development needs, Jialai Biochemical Co., Ltd. was established in Wuxi, responsible for the OEM production of Ding Jiayi series cosmetics, as well as the entrusted processing and export of foreign (mainly European and Japanese) brands.
"Honesty and prosperity" is the tenet of our company. Jianong attaches importance to the selection of human resources with "honest" personality, and Jianong continues this personality requirement to the attitude towards dealers, consumers and suppliers. The company emphasizes finding the right person, doing the right thing, cultivating behavior discipline, and then establishing a disciplined market order and terminal management.
For the company's subsequent development, the company will launch a multi-brand strategy, including high-end brands and men's brands; And increase investment in research and development, actively build Jianong Biochemical Research Center, and become an authoritative skin care research center at home and abroad; Using transnational strategic alliance to expand competitive advantage.
Jianong memorabilia
1996
Nanjing Jianong Biochemical Co., Ltd. was established. "Ding Jiayi's Washed Face" became an instant hit as soon as it went on the market.
1999 Suzhou will build a "Jianong Industrial Park" covering an area of 25,000 square meters.
200 1 1 The first phase of "Jianong Industrial Park" was completed.
200 1 establishment of national marketing department
In February 2006, 5438+0 Wujiang Dongfang Daily Chemical Production Base was established.
In March, 2002, the company put Ding Jiayi brand advertisement on CCTV to build the national brand image.
In July 2003, the company completed the integration of the national sales market, and established a national unified management sales team and marketing network.
June 5438+October 2004 10, the second phase workshop of Jianong Industrial Park was completed.
In June 2004, Wuxi Jialai biochemical production base was established.
Customer service hotline: 800-828-2 150
Beinong Biochemical (Suzhou Industrial Park) Co., Ltd.
No.36 Huayang Road, Loufeng Demonstration Zone, Suzhou Industrial Park
References:
/article/band/Hua Zhuang/28 . html