On June 5438+February 1 day, 2004, Guangxi Hongri Co., Ltd., one of the most growing listed companies in China, was officially renamed Sofitel Co., Ltd., which indicated that Sofitel, a famous cosmetics brand in China, was being presented to the world with a brand-new attitude. And with its steady and high-speed development trend, it shows the powerful charm of a fashion cosmetics leader. Over the past 24 years, Sofitel has created countless sales miracles in the daily chemical industry in China by virtue of its differentiated marketing concept, from seaweed slimming soap, which sells well at home and abroad, to papaya whitening facial cleanser, which is popular all over the world, from anti-hair loss shampoo, which has sold well for more than ten years, to freckle slimming series endorsed by many celebrities. Sofitel has found its own way in the daily chemical industry in China through its own efforts. It also established Sofitel's position as "the first brand of functional cosmetics in China". At the same time, Sofitel's good product quality has been recognized by consumers, and a series of honors such as "China Famous Trademark", "China Famous Trademark" and "China Consumer Protection Brand 3 15" have followed. According to the analysis report of Hayabusa World Brand Lab 20 1 1, Sofitel became "Top 500 Most Valuable Brands in China", ranking 383rd, with a brand value of 244 1 billion. It is far ahead among domestic brands of daily chemical products.
In the face of past honors, Rourou is not lost in success, but clearly sees that the future competition direction is the competition between scientific and technological strength and product quality. Therefore, Sofitel has never relaxed its investment in R&D for more than 20 years. In 20 10, Sofitel cooperated with the Third Affiliated Hospital of Sun Yat-sen University and the Biology Department of Jinan University to establish the Sofitel Skin Engineering and Cosmetics Research Center, the most powerful research center in China. And hired well-known experts at home and abroad as the chief researcher of the center. At present, the research center has developed into a multifunctional research and development institution integrating basic research, reagent production, raw material production and sales, formula preparation and scientific research and training. With the continuous progress of scientific and technological research, Sofitel is pulling away from other competitive brands and laying a solid foundation for future development. 1, Sofitel's beautiful legend originated from 1988.
1988, Mr. and Ms. Zhang, then professional plastic surgeons, resolutely gave up the plastic surgery industry and founded a softer brand in order to pursue the nature and safety of female beauty, taking "goodness and beauty" as their greatest virtue. Over the past 30 years, we have successfully built daily chemical products such as slimming, anti-shedding, whitening, beauty treatment and freckle removal, and built the first brand of functional personal care in China.
1994, the two founders were keenly aware that slim figure was a strong beauty desire of beauty lovers, and innovatively launched "seaweed slimming soap", which immediately swept the country and was sought after by the majority of female consumers. Products are exported to Japan, creating a marketing myth of "1 Sony TV 10 seaweed slimming soap". Sofitel immediately launched a number of innovative products focusing on women's beautiful needs, such as breast enhancement soap, papaya whitening and freckle removing facial cleanser and negative ion shampoo, which were well received. Since then, Softer has also enjoyed a good reputation at home and abroad, and made a beautiful legend.
2. Chinese herbal medicine experts
Since its inception, Sofitel has been adhering to the concept of "China herbalist expert", positioning its products in natural plant stock solution skin care, and always highlighting the combination of oriental herbal essence and modern cutting-edge technology. In the future, Sofitel will establish the company's core competitiveness by deeply grafting the advantages of modern technology and Chinese herbal medicine resources, and become the first brand of functional personal care products in China, bringing more and better care products and experiences to consumers. Sofitel has the national leading pharmaceutical-grade R&D strength:
Zhongshan Third Hospital: the most authoritative skin engineering center in China; The first batch of dermatologist training bases certified by the Ministry of Health; Training base for doctoral and master students majoring in dermatology and venereology of Sun Yat-sen University;
Ledel Institute of Biotechnology: the most powerful life research institution in China; 30 square meters of cell culture laboratory; With 1.45 square meters of 10,000-class and 100-class super strain production workshops;
Guilin Miracle Pharmaceutical Co., Ltd.: Guangxi pharmaceutical industry, the first listed company in Guilin; All products have passed GMP certification; Has formed a complete pharmaceutical industry chain.
Sofitel R&D Center has the help of top experts:
Dr Lai Wei, the chief product consultant, holds the honorary titles of world-class expert in dermatology in China and member of International Dermatology Association (ISD).
Dr. Sun Fenyong, chief product scientist, Ph.D., Medical College of Fudan University, the first person in BMP-2 industrialization, and his research projects cover national, provincial and ministerial levels.
Dr. Wu Peicheng, Director of R&D Center of Products, Ph.D. student of Sun Yat-sen University, visiting professor of R&D Center of Biopharmaceutical Active Substances of Guangdong Pharmaceutical University, and the main developer of 6-grade anti-shedding products and 5-degree whitening technology. media strategy
Sofitel adheres to the brand promotion idea of large-scale and big strategy, fully grasps the right to speak in marketing, and puts publicity information through CCTV and first-line TV. In terms of network communication, it is fully covered by WeChat, Weibo and frontline portals. Print media launch marketing activities through first-line news media and top fashion media, and adopt a two-line combination strategy.
On May 14, 18, 2065438, Sofitel and Tencent formally established an annual strategic partnership, which opened the marketing curtain of Guangzhou World Cup. At the Sofitel Tencent strategic cooperation conference, Sofitel announced the official opening of a new chapter in online marketing communication, and joined hands with nearly 654.38 billion users of Tencent to help the brand take off in an all-round way.
marketing system
Sofitel has a perfect first-class marketing system. Through a mature replenishment system, rapid response, timely replenishment for market delivery, and keep pace with market sales. We have an excellent sales team "Knife Team", covering more than 30 provinces, more than 2,000 cities and nearly 1 1,000 people. These products also have a huge sales system of hundreds of dealers throughout the country. The products are equipped with star trainers, who go deep into each distribution point to carry out systematic training, train teams professionally and supervise the market. The professional flag boat shop has a high-grade image and a first-class scale, which effectively enhances the brand professionalism and reputation.
brand planning
Sofitel brand planning implements the strategy of "five years and three steps" and builds a comprehensive brand strategy map. The period of 2065 438+03-2065 438+04 is the period of functional brand building, and the brand image is comprehensively enhanced by "perfection" through two major categories of products: anti-shedding and whitening. 2015-2016 is an expansion period, from brand image cognition to brand reputation construction, from product brand to service brand; 20 17-20 18 is the formative period, and Sofitel will become synonymous with functional personal care category, with mainstream loyal core consumer groups.