(Wangjingshe News)Driven by the tremendous success of its two flagship brands, Dr.Ci:Labo and Aveeno, Johnson & Johnson has decided to increase its investment.TmallInternational. Recently, Johnson & Johnson’s overseas flagship store officially launched on Tmall Global, introducing five new overseas brands from its portfolio.
These five major brands are:FranceProfessional skin repair brand Biafine, Hawaiian shampoo brand Maui Moisture featuring 100% fresh aloe vera juice, best-sellingUnited StatesLubriderm, a professional body lotion brand with 74 years of expertise; Zarbee’s Naturals, a highly acclaimed natural health brand in the United States; and 100%JapanImported Band-Aid Product Line Series.
Currently, the new arrivals at the new store are Biafine and Maui Moisture; the other three brands will be launched by the end of this year andChinaConsumer Meeting.
“This is a new track opened up by the in-depth cooperation between both parties, with Johnson & Johnson’s overseas flagship store landing on Tmall Global.”Global“The beginning of incubating new brands.” In a letter of appreciation to Tmall Global, Johnson & Johnson stated that it looks forward to incubating more outstanding overseas new brands in the Chinese market.
Johnson & Johnson’s confidence and strength stem from its previous success on Tmall Global, with Dr.Ci:Labo and Aveeno being the brands that Johnson & Johnson usedCross-border E-commerceThe first batch of "golden eggs" hatched from the model.
Following the recently concluded 618 shopping festival, Dr. Ci:Labo has surged to become the No. 1 beauty brand on Tmall Global. The brand entered Tmall Global via the cross-border e-commerce model in February 2017. With just over a dozen SKUs, its sales volume skyrocketed by 15-fold within three months, and it ranked among the top 20 beauty brands on Tmall within six months, with cumulative sales of its flagship product reaching 300,000 bottles. In 2018, the brand’s annual retail sales exceeded RMB 800 million...
Aveeno, the maternal and infant care brand that entered the Chinese market via Tmall Global in September 2016, became the No. 1 brand in the maternal and infant bathing and skincare category on Tmall Global within just one year.
Nowadays, the flagship stores and specialty stores of these two major brands on Tmall, as well as their offline stores across China, are flourishing.
Johnson & Johnson clearly aims to replicate more successes akin to Dr.Ci:Labo and Aveeno.
For Johnson & Johnson, while introducing more imported brands and boosting sales volume are certainly important, the company is more focused on achieving success with a new model for incubating global new brands through cross-border e-commerce.
Under the traditional foreign trade model, it is complex and time-consuming for an overseas brand to enter the Chinese market. However, leveraging cross-border e-commerce platforms for new brand incubation significantly shortens and simplifies the processes of market research, product positioning, regulatory filings, marketing promotion, and product sales.After-Sales Serviceservices and other stages. Brands can leverage Tmall’s hundreds of millions of consumer profiles for precise targeting and timelyDataadvantages such as feedback, shortening the cycle of product market entry, circulation, and feedback, significantly improving the precision and convenience of brand market launches, and greatly reducing brands' trial-and-error costs.
As Johnson & Johnson stated, “The launch of the Johnson & Johnson overseas flagship store on Tmall marks a new beginning for the global incubation of cross-border new brands. In the future, Johnson & Johnson will introduce more overseas brands to the Chinese market to meet the diverse needs of different consumers.” (Source: Tianxia)E-commerce Merchant）