Liby, the old national brand founded in 1994, changed its leadership, and the founders Chen Kaixuan and Chen Kaichen handed over the power of Liby to Chen Kaixuan's 37-year-old eldest son Chen Zebin and his cousin Chen Zhanxiong.
Chen Zebin.
In recent years, Liby has made continuous efforts from the perspective of high-end and diversification, and has made great efforts to reverse its image in the minds of consumers, but until now, no products have broken the circle, and no new cognition has been formed in the minds of consumers.
Will the newly appointed young people be able to carry out drastic reforms with Liby and erase the sign that Liby is "the favorite washing product of middle-aged people"?
The new handsome debut, can he win over young people?
Liby, once a well-known brand, seems to be out of breath now. In the minds of Generation Z consumers, Chen Peisi still held a bag of Liby laundry detergent when he was a child, and said that this is a "hands-free" Liby.
Zhang Shule, an Internet industry analyst, told Sina Finance that to this day, the impression of Liby and its brands on consumers is still stuck in the late 90s to early 2000s of the 20th century, and there is no new change until now. Therefore, everyone's purchase of Liby is out of inertia and advantage, but other advantages are not obvious.
In Zhang Shule's view, Liby has been trying to do two things in recent years, one is to cut into more vertical segments, and the other is to meet the needs of young people and create explosive products that break the circle. "However, at present, Duliby's marketing is biased towards following the trend, but it has changed the packaging, changed the soup but not the medicine, and did not meet the needs of young users, so there have been no explosive products and products that break the circle so far. ”
Nowadays, the post-70s and post-80s consumers still support the sales of Liby, and their cognition of Liby is very stable, but Zhang Shule believes that if Liby wants to make a big breakthrough in the future, it still needs to continue to meet the preferences of young people.
It must be admitted that Liby has lost the favor of some young people, and a consumer told Sina Finance that it is not able to think of Liby brand when shopping, and there are many good-smelling and fashionable laundry detergents on the market, and Liby is more like a brand favored by middle-aged people.
Chen Zebin, the new chairman, is not old, he joined the family business at the age of 23, started as an intern in the brand management center, took over Liby e-commerce three years later, officially became the president of Liby Group at the age of 33, and now has become the No. 1 position of Liby.
Chen Zebin also attaches great importance to the development of Internet channels, and in 2020, Chen Zebin appeared in Liby's Douyin live broadcast room to distribute benefits to consumers, and asked Ouyang Nana to parachute into Li Jiaqi's live broadcast room as the spokesperson of Liby's "Liuxiangzhu" product. However, in the past three years, Liby has never appeared in the live broadcast sales list of **Tmall.
The stock price of its brand has been cut off by the ankle, and it was founded by the eldest daughter
The second problem pointed out by Zhang Shule is that Liby's road in recent years seems to be a bit miscellaneous. On the one hand, Liby's product line was too wide, and Chen Danxia, the daughter of Chen Kaichen, started a new business and led her team to spin off Chaoyun Group. "In everyone's mind, Liby is mainly a company that makes cleaning products, but now it wants to do everything, and Chaoyun Group directly expands its business line to the field of mosquito control that has nothing to do with washing. ”
In Zhang Shule's view, the general domestic enterprises are exploring the border from the original field, and the path of exploration is relevant, but Chaoyun Group's mosquito control is equivalent to no relevance at all.
This is a family business in order to ensure the distribution and continuation of the family business, the eldest daughter's business does not compete with the eldest son, but this is not conducive to the overall development of the enterprise. Zhang Shule said frankly.
Today's stock price also proves that Liby's strategy does not seem to be developing smoothly. Since March 2021, after the listing of Zhaoyun Group, a subsidiary of Liby, which had promised not to be listed, the stock price has increased from 9HK$15 fell to 138 yuan, to achieve "ankle chopping".
In recent years, after eight changes of spokesperson, Liby re-invited Chen Peisi, who had made its advertising breakthrough marketing in the past. However, this time, consumers did not seem to buy it, and Chen Peisi, an old artist who was close to his prime, recited Liby's advertising words such as "more family choices", "natural Liby", "no residue on hands without degreasing", "advanced fragrance", "master" and "national sales leader", and there was no previous innovation. This was also defined by many people in the industry as the marketing embodiment of Liby brand's serious detachment from consumers.
Nowadays, whether Liby can regain the love of consumers and when the subdivided products can break through the circle to attract Generation Z consumers are still the severe tests that Chen Zebin will face after taking over the baton.
*: Sina Finance, Great Wisdom.
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