In this magical land, a magical life was born, which created China’s magical cosmetic miracle. It has won countless accolades, but it still walks cautiously and continues to forge ahead despite ups and downs. It adheres to the goal of "the flag-bearer of China's cosmetics industry" and forges ahead in the complex market competition. Today, a giant is quietly rising with its unique attitude and taking an important step to enter the world's corporate forest. This is a banner of China's cosmetics industry - Soft Co., Ltd.
On December 1, 2004, Guangxi Hongri Co., Ltd., one of China's most promising listed companies, officially changed its name to Soft Co., Ltd. This marks that Sofitel, a well-known Chinese cosmetics brand, is showing itself to the world in a new attitude. And with its steady and high-speed development trend, it shows the strong charm of a leader in fashion cosmetics. In the past 24 years, Soft has created countless sales miracles in China's daily chemical industry with its differentiated marketing concepts, from the best-selling seaweed slimming soap at home and abroad to the popular papaya whitening facial cleanser, from the best-selling anti-hair loss soap for more than ten years. From hair growth shampoos to freckle removal and slimming series endorsed by many celebrities. Soft has blazed its own path in China's daily chemical industry through its own efforts. It also established Sofitel's status as "China's No. 1 functional cosmetics brand". At the same time, Sofitel's good product quality has been recognized by the majority of consumers, and a series of honors such as "China's Famous Trademark", "China's Famous Brand", "China's 315 Credit Brand for Protecting Consumer Rights and Interests" have been awarded. Come. According to the 2011 Falcon World Brand Laboratory analysis report, Sofitel became a company on the list of "China's Top 500 Most Valuable Brands in 2011", ranking 383rd, with a brand value of 2.441 billion. It is far ahead among Chinese daily chemical brands.
Faced with past honors, Sofitel did not get lost in success, but saw more clearly that the future competition direction is the competition of technological strength and product quality. Therefore, Sofitel has not relaxed its investment in R&D for more than 20 years. In 2010, Soft cooperated with scientific research institutions such as the Third Affiliated Hospital of Sun Yat-sen University and the Department of Biology of Jinan University to establish the Sofit Skin Engineering and Cosmetics Research Center, the most powerful R&D center in China. We also employ well-known experts at home and abroad as leading researchers of the center. At present, the research center has developed into a multi-functional R&D institution integrating basic research, reagent production, raw material production and sales, formula preparation, and scientific research training. With continuous progress in scientific and technological research, Soft is distancing itself from other competing brands and laying a solid foundation for future development. 1. The Sofitel beauty legend originated in 1988.
In 1988, Mr. Liang Guojian and Ms. Zhang Guizhen, who were professional plastic surgeons at the time, had the great virtue of "pursuing goodness and perfection" and pursued natural and safe female beauty. , resolutely gave up the plastic surgery industry and established the Soft brand. In the past thirty years, it has successfully created daily chemical categories such as slimming, anti-hair loss, whitening, facial shaping, and freckle removal, and built China's number one functional personal care brand.
In 1994, the two founders keenly realized that a slim figure was the strong desire for beauty among women, and innovatively launched "Seaweed Soap", which immediately became popular across the country and was sought after by a large number of female consumers. The products were exported to Japan and created the marketing myth of "10 pieces of seaweed minus soap can be exchanged for a Sony TV". Sofitel immediately launched a number of innovative products focusing on women's beauty needs, such as "Breast Enlargement Soap", "Papaya Whitening and Anti-freckle Facial Cleanser" and "Negative Ion Shampoo", all of which were well received. Since then, Sofitel has become famous at home and abroad, creating a beautiful legend.
2. Experts in Chinese herbal nourishing plants
Since its inception, Soft has adhered to the skin care product concept of "experts in Chinese herbal nourishing plants" and positioned its products in naturalistic Plant essence skin care always highlights the combination of oriental herbal essence and modern cutting-edge technology. In the future, Soft will establish the core competitiveness of the company's development through the in-depth integration of modern technology and Chinese herbal resource advantages, become the number one brand of functional personal care products in China, and bring more and better care products to consumers. and care experience.
Soft has the country's leading pharmaceutical-grade R&D capabilities:
Sun Yat-sen Third Hospital: the most authoritative skin engineering center in the country; one of the first dermatology specialist training bases certified by the Ministry of Health; Dermatology and Venereology Department of Sun Yat-sen University A training base for doctoral and master's students;
Leder Biotechnology Institution: the most powerful life research institution in the country; a cell culture laboratory of thirty square meters; a production workshop of 10,000-level and 100-level super bacteria 145 square meters;
Guilin Jiqi Pharmaceutical Co., Ltd.: the first listed company in the Guangxi pharmaceutical industry and Guilin City; all products have passed pharmaceutical GMP certification; a complete pharmaceutical industry chain has been formed.
Soft’s R&D center is supported by top experts:
Dr. Lai Wei, chief product consultant, holds honorary titles such as a world-class expert in Chinese dermatology and a member of the International Society of Dermatology (ISD).
Chief product scientist Dr. Sun Fenyong, Ph.D. from Fudan University School of Medicine, is the first person to industrialize BMP-2. He has presided over scientific research projects covering national and provincial levels.
Dr. Wu Peicheng, director of the Product R&D Center, holds a PhD in Science from Sun Yat-sen University, is a visiting professor at the Biopharmaceutical Active Substances R&D Center of Guangdong Pharmaceutical University, and is the main developer of level 6 anti-hair loss products and 5-degree whitening technology. Media strategy
Soft adheres to the brand promotion idea of ????large-scale and strategic strategies, fully controls the marketing voice, and spends heavily on promotional information through CCTV and first-line satellite TV. In terms of online communication, comprehensive coverage is provided through WeChat, Weibo and front-line portals. Print media uses front-line news media and top fashion media to launch a marketing and publicity war using a dual-line combination strategy.
On May 18, 2014, Soft and Tencent officially established an annual strategic partnership and kicked off the World Cup marketing in Guangzhou. At the Sofitel-Tencent strategic cooperation conference titled "Join Hands and Take off", Sofitel announced that it has officially opened a new chapter in online marketing communication and will join hands with Tencent's nearly 1 billion users to help the brand take off in an all-round way.
Marketing system
Soft has a comprehensive and first-class marketing system. Through a mature replenishment system, we can respond quickly, ship and replenish goods to the market in a timely manner, and synchronize with market sales. It has an excellent sales team "Knife Team" with nearly 1,000 people in more than 30 provinces, more than 2,000 cities, and its products also have a huge sales system with hundreds of dealers across the country. The product is equipped with star trainers who go to each distribution point to conduct systematic training to professionally cultivate the team and supervise the market. The professional flagship store has a high-end image and first-class scale, which effectively enhances the brand's professionalism and reputation.
Brand Planning
Soft's brand planning implements the "five-year, three-step" strategy to comprehensively build the brand strategic layout. 2013-2014 is the functional brand building period, with anti-hair loss and whitening products to comprehensively enhance the brand image with the goal of "perfecting the best"; 2015-2016 is the expansion period, transforming the brand image awareness into brand reputation degree of construction, transforming product brands into service brands; 2017-2018 is the forming period. Soft will become synonymous with functional personal care categories and have a mainstream and loyal core consumer group.