The new chairman of Shanghai Jahwa also played a cross-border, from the hands of the star "grab life".
Recently, Shanghai Jahwa chairman Pan Qiusheng announced for its high-end personal care brand for pregnant babies and children Qichu magic hair bottle endorsement, which is the first time the chairman of the field of daily chemicals for its product endorsement.
In the face of the company's net profit plummeted, star product losses, the new official less than three months in office tried to rely on their own strength, to pick up the reversal of Shanghai Jahwa "defeat" burden.
In fact, the chairman of the endorsement in the business community is not rare. Like Chen Ou, Dong Mingzhu, Tao Huabi, as well as a period of time before the public frequently appeared in the eyes of the Laoxiang chicken chairman of the bunch from Xuan, they are also the chairman of the endorsement of the typical representative of the enterprise.
Branding expert Jiang Daigui believes that in China's business environment, the chairman of the board of directors is basically the top pillar of the enterprise, is the faith. A handful of endorsement of the enterprise is a great benefit, can let the boss of the personal brand and product brand potential at the same time to amplify, the formation of a larger topic and a wider range of dissemination.
Three times in seven years, the new chairman of the pressure
Pan Qiusheng and other endorsement of corporate brand chairman of the difference is that he parachuted into the Shanghai Jahwa less than three months, has not yet firmly in control of the company, and the face of a new and complex situation.
As a subsidiary of Herborist, six God, Yu Ze, beauty and other well-known national brands of daily chemical enterprises, Shanghai Jahwa in the last seven years, many turbulence, has undergone three rounds of "change of command".
This also has to start from the beginning of the entry of Ping An. In November 2011, Ping An Trust's Ping Pu investment to 5.109 billion yuan to obtain 100% stake in Jahwa Group, became the real controller of Shanghai Jahwa, which also opened the Shanghai Jahwa's change of command journey.
In November 2013, Ge Wenyao, who had led Shanghai Jahwa to glory, was "driven out" of the company by capital, which he had held on to for many years. Two months after Ge's departure, Ping An parachuted Xie Wenjian, the former general manager of Johnson & Johnson Healthcare China, to become chairman of Shanghai Jahwa. Thus, Shanghai Jahwa formally bid farewell to Ge Wenyao era, ushered in Xie Wenjian era.
From this point on, Shanghai Jahwa also began to decline from prosperity, towards the downhill. Xie Wenjian as chairman for three years, performance all the way down, until 2016 slipped into the trough - the company's operating income of 5.962 billion, a year-on-year decline of 8.98%; net profit of 201 million, a year-on-year decline of 90.91%.
Former Ge Wenyao had tweeted that Xie Wenjian's annual salary was once as high as five or six million yuan, and his "cronies" also served in the company, with a monthly salary of more than 100,000 yuan. Performance decline coupled with suspicion of mismanagement, Xie Wenjian was forced to leave.
At the end of November 2016, Shanghai Jahwa ushered in the new Chairman and CEO Ms. Zhang Dongfang. Zhang Dongfang was previously the CEO of Vinda International and has extensive experience in the FMCG industry.
According to media reports, Zhang Dongfang continued to improve Jahwa's corporate governance during his tenure, and established a 16-word business policy of "R&D first, brand-driven, channel innovation, and supply security", and divided its brands into the first echelon and the second echelon. Among them, the six gods and Herborist is the first echelon, Yuzhe, Gaofu, Qichu, and Meijiajing for the second echelon.
At the same time, Zhang Dongfang is making efforts on the online channel. It is understood that in 2019, the proportion of Shanghai Jahwa's online revenue increased to 34%, but this proportion still lags behind Marumi shares and Perrier, which are rising stars.
The data show that during Zhang Dongfang's tenure, Shanghai Jahwa's revenue in 2017-2019 was 6.488 billion, 7.138 billion, 7.597 billion, with a year-on-year growth of 8.82%, 10.01%, and 6.43%, respectively; and net profit was 390 million, 540 million, and 557 million, with a year-on-year growth of 93.95%, 38.63%, and 3.09%, although compared to the predecessor has been a great achievement, but far from the peak of the Ge Wenyao era in 2013 - annual net profit of 800 million dollars.
On April 24 this year, Zhang Dongfang chose to leave. A source close to the matter told AI Financial News that Zhang Dongfang's departure was due to performance problems and "was dismissed".
It is reported that the former chairman Ge Wenyao commented in his personal microblogging, Zhang Dongfang subjectively still want to do a good job, but she took over the home of their own predecessors "destroyed very much", she can not save the day.
Zhang Dongfang left, Pan Qiusheng came.
According to the Shanghai Jahwa Board of Directors, the main reason for the appointment of Pan Qiusheng is that he has a unique insight into consumer goods, especially cosmetics, and is good at transformational change. Obviously, after Xie Wenjian, Zhang Dongfang two helmsmen, the current Shanghai Jahwa "full of holes", in urgent need of a reform.
Data show that Pan Qiusheng in 2015 to 2019 as L'Oreal Group mass cosmetics department of China's commercial general manager and Asia-Pacific commercial general manager. During his tenure, Pan Qiusheng helped L'Oreal realize the transformation of the online channel, which enabled L'Oreal (China) to maintain high performance growth.
From 2019 to April 2020, Qiusheng Pan served as Mattel's global vice president and general manager of China, a role during which he also helped the company achieve its best operational record in the past five years.
In terms of the company's operations, it's undoubtedly hard to fault Pan Qiusheng for having such a stellar track record. But moving from behind the scenes to the front of the stage as the face of the Shanghai Jahwa brand is perhaps one of the biggest challenges for Pan.
Pan's endorsement of the brand has its advantages and disadvantages
What does Pan's endorsement of the brand as chairman of Shanghai Jahwa bring to the company? This may be able to see from the "predecessors" of Pan Qiusheng.
As one of the "pioneers" of the endorsement of a hand, Dong Mingzhu is one of the most powerful, and Dong Mingzhu did make great achievements for Gree.
In the first half of this year, Gree performance under pressure, even their own trump card product air conditioning also lagged behind their old rivals in the United States. But Dong Mingzhu in the first half of this year still make their own call to engage in a variety of live. Some netizens commented that if it is not the first half of the Dong Mingzhu live bandwagon, can be sure that the decline of Gree Electric will be more obvious, the financial may also be more difficult to see.
The data show that in the first half of this year, Dong Mingzhu *** to carry out five live bandwagon. the end of April, the first live sales of 225,300 yuan, and since then the turnover amounted to 310 million yuan, 703 million yuan, 6.54 billion yuan, 10.27 billion yuan, the first half of the live bandwagon contribution of more than 17.823 billion yuan, which is equivalent to 26% of the total revenue.
However, a senior practitioner of the appliance industry, said that from an overall point of view, Dong Mingzhu live bandwagon strong performance also failed to turn into a new incremental, but on the contrary, also further disrupted the market price system, the channel system, but also in exchange for a further decline in net interest rates.
However, from the marketing aspect, Dong Mingzhu brought goods for Gree, but for it to improve the brand volume. A senior advertising and marketing practitioner told AI Financial News, Dong Mingzhu's live broadcast is not so much to bring goods, but to bring the brand. Dong Mingzhu's live broadcast form and other selling anchor form is completely different, the content is to take you to see the showroom, and you talk about the brand story, tell you about the product design and so on.
The chairman's endorsement can be a life-saving straw for the company in times of crisis. But there are positives and negatives, there are benefits and disadvantages. In the opinion of a senior brand researcher, the chairman of the endorsement can often attract high attention and the amount of talk, but with the increase in the discussion of his own, the brand behind the goods will be relatively weak, and this is for the enterprise, the value of incremental and not obvious.
In addition, the development of enterprises and brands are not overnight, but the founder's image once established, it is difficult to change, it is easy to solidify everyone's perception of the brand, after all, the goods and product strategy will be adjusted because of changes in the market environment, too rigid impression will make it difficult for the brand to break through. For example, Dong Mingzhu's strong endorsement of cell phones, hogging the opening screen of the cell phone when the screen, get almost all the netizens trolling.
Moreover, once the founder and the enterprise to form a "endorsement" of the binding, personal image of the corporate image of the great impact of a good image does not necessarily give the enterprise points, but if the negative news but will certainly bring losses to the enterprise. For example, once Liu Qiangdong's case in Minnesota broke out, Jingdong's share price plummeted.
Pan Qiusheng how to play this card, consumers recognize, next there is still to be tested by the market. At least you can be sure that the current Shanghai Jahwa really need to inspire morale, get rid of the image of the team, while the outside world to release more signals of change.
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