10 years ago, Li Zhizhen was still engaged in the OEM processing of cosmetics. Foreign customers came to her with Japanese products and asked to produce products of the same quality, although the price was very high, but the customer asked not to type a single Chinese character, otherwise it would "not sell". She couldn't let go of her heart for a long time: why do we have the ability to make high-quality products, but we can't use our own brand?
With the rapid improvement of the living standards of Chinese residents, Li Zhizhen's team noticed that the high-end consumption consciousness of domestic consumers is awakening, and the high-end cleaning and care market is promising, so it decisively gave up the OEM and sales of other categories such as skin care and makeup, and began to devote itself to the cleaning and care industry.
Li Zhizhen, President of Guangzhou Adolf Personal Care Products***.
Anchor the goal and smell the "way".
At that time, the cleaning and care market was firmly dominated by several international daily chemical giants, and domestic brands could only compete in the low-end field for a long time. If you want to make a hole in the high-end market, you must find a position that can stand.
She led the R&D team to Western developed countries to carry out a series of market research, and finally found the differentiated development positioning of "fragrance". In order to develop a scent that consumers love, the Adolf team embarked on a journey around the world in search of fragrances. In the end, the team worked with Spanish perfumer Adolfo Martins Ganning to create Adolf's unique fragrance, and created the "5 Senses of Essential Oils" and 48-hour professional fragrance technology. While most shampoo and hair care products are still simply pursuing softening, anti-dandruff and other efficacy needs, Adolf's fragrance washing and care effects have won the love of many consumers.
The brand positioning of our high-end fragrances has formed a clear distinction from our competitors, widening the gap between them. ”
Adolf's breakthrough road is a microcosm of the thousands of cosmetics manufacturing enterprises in Baiyun District.
Like many national brands, being an international cleaning and care brand has always been Li Zhizhen's pursuit, and it is also the dream of starting a business. Adolf's vision is to "become a world-class personal care products company", and the goal is to become one of the top three international cleaning and care brands, so that global consumers can use China's high-quality cleaning and care products.
In Li Zhizhen's view, there are still many more people in the international market than in China, and although some are small countries, and their area and population are not as large as China's provinces, they still have a lot of weight together. As early as 2020, Adolf has started a global brand layout, developing cleaning and care products in many countries.
Today, Adolf is in the core area of Guangzhou's Design Capital. Li Zhizhen said that Adolf will take this as a new starting point, continue to innovate technology, develop and produce more high-quality products, and move towards the vision of "becoming a world-class personal care products company". Baiyun District Rong Media, Adolf.
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