--------------------. For a time, it seems that domestic cosmetics brands can't escape the fate of being acquired. Recently, the brand "Ding Jiayi" from Nanjing has finally changed the form of acquisition, and quickly joined hands with foreign brands in the name of "joint production"-
"Ding Jiayi" and French "Ou Chun" jointly established Nanjing Ou Chun, does it mean that local cosmetics began 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 of China Pharmaceutical University named after him.
"Ding Jiayi" has not been sold
Professor Ding Jiayi, 67, is very talkative. As soon as he saw the reporter, he said that regardless of the international status of the other brand, as far as optical technology cooperation is concerned, he can learn the advanced technology of European countries in the field of cosmetics, which cannot be obtained by "acquisition".
Ding Jiayi introduced that "Ding Jiayi" and French "Ouchun" jointly established 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 technologies by purchasing raw materials. This is not a simple capital integration or a simple technology introduction, and it is not who is acquired by whom.
Ding Jiayi emphasized that China's daily chemical industry has entered the stage of format integration and market reshuffle, international capital is surging undercurrent, and the living space of national brands is compressed. The action of "Ding Jiayi" is totally active and positive, with the ultimate goal of expanding its living space.
"packaging" is a factor that affects the price
When the reporter asked what local brands can learn from abroad after 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 affected, 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 has affected sales. Now some enterprises have noticed this and are improving.
National brands want self-confidence
In the interview, Ding Jiayi repeatedly put forward the word "self-confidence" to reporters. He said that the "Little Nurse" was sold, and the "Yuxi" was also sold. The "Golden Ballet" in Nanjing also became someone else's. These brands occupy a considerable weight in the domestic market. The reason why they have such changes is inevitably due to problems such as system and technology. National brands should have self-confidence. Only with self-confidence can they organize research and development and market flexibly. Reporter Chen Yanfei
Ding Jiayi File
Age: 67
Ancestral place: Yangzhou Personal
Resume: graduated from Beijing Agricultural University in 1963 in plant physiology. Since 1972, he has taught at China Pharmaceutical University, served as the director of the Biotechnology Research Office of Traditional Chinese Medicine of China Pharmaceutical University, and concurrently served as the vice chairman of Jiangsu Plant Physiology Society, a member of botanical society of china Tissue Cell Culture Professional Committee, and a special expert of the Special Cosmetics Evaluation Committee of the Ministry of Health.
In 1987, he invented the national patent technology of "Cultivation Method of Ginseng Active Cells", which became the first person in China for biological whitening. At the end of 1995, this patent won the China Patent Excellence Award issued by the State Patent Office, and won the gold medal of China High-tech Products Expo and the gold medal of the International Biotechnology Exhibition in the same year.
In p>1993, Shennong Biotechnology Company of China Pharmaceutical University was established; In 1995, Nanjing Jianong Biochemical Co., Ltd. was established in cooperation with Taiwanese businessmen. The operator thinks that Ding Jiayi, as a professor at China Pharmaceutical University, has recognized research results, so he named the product "Ding Jiayi
Jianong Biochemical Co., Ltd. was founded in 1995, and Nanjing Jianong Biochemical Co., Ltd. was established by a joint venture between Taiwan Province Jiahong Company and Nanjing China Pharmaceutical University, with its founder Mr. Zhuang Wenyang as the chairman and general manager. The main products produced by the company include general liquid units (hair care cleaning, skin care water, gel), cream emulsion units (skin care cleaning, hair use), tableware detergents 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 journey of biological whitening.
after the establishment of the company, Jianong first introduced the product of "face-whitening" based on the "ginseng active cells" of Professor Ding Jiayi of China Pharmaceutical University. The "ginseng active cells" were successfully cultivated from natural ginseng plants by Professor Ding Jiayi after 2 years of professional research, using indoor biochemical culture technology, with natural whitening effect. "Ding Jiayi's face turns white" participated in the whole process of cultivating the domestic facial cleanser market, creating a precedent for biological beauty. The products were successfully promoted in South China, North China, Northeast China, Northwest China and other places, which won warm response from consumers, and "Ding Jiayi Whitening Series" products were developed one after another, with sales outlets covering all cities and towns across the country.
with the continuous growth of national sales, in addition to the original Nanjing production base, the company established the Jianong Industrial Park in Suzhou Industrial Park in 1999, covering an area of 25, square meters. Since then, the company's production focus has shifted from Nanjing to Suzhou. In January 21, 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 Factory to produce Ding Jiayi series products, which is the company's third production base.
in brand management, the company set up a national marketing department in 21, which is responsible for the planning of Ding Jiayi brand series products, and Ding Jiayi brand officially entered the development stage of brand marketing. In October 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, 22, the company put Ding Jiayi brand advertisement on CCTV to create a national brand image. In July 23, the company completed the integration of the national sales market, and formed a national unified management sales team and marketing network. In January, 24, 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, and for the entrusted processing and export of foreign (mainly European and Japanese) brands.
"Honesty and Prosperity" is the tenet of our company. Jianong attaches great importance to the selection of human resources with "honesty" 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, and actively build Jianong Biochemical Research Center to become an authoritative skin care research center at home and abroad; Apply transnational strategic alliance to expand competitive advantage.
events of Jianong
In p>1996
Nanjing Jianong Biochemical Co., Ltd. was established. "Ding Jiayi's face washed white" went on the market and became an instant hit
In p>1999, Suzhou Jianong Industrial Park covering an area of 25, square meters was established
In January 21, the first phase of Jianong Industrial Park was completed
In 21, the national marketing department was established
In February 21, Wujiang Dongfang Daily Chemical Production Base was established
In March p>22, the company was established.
In July p>23, the company completed the integration of the national sales market, and formed a national unified management sales team and marketing network
In January 24, the second phase of the "Jianong Industrial Park" was completed
In June 24, Wuxi Jialai Biochemical Production Base was established
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