In recent years, against the backdrop of China's economic growth and consumer spending driving retail sales, the fast-moving consumer goods (FMCG) industry has achieved rapid growth. However, as the FMCG industry matures, with numerous brands entering and deepening their presence, the market environment is undergoing significant changes. Continuously exploring new consumer demands and attracting younger consumer groups has become key to sustained growth for FMCG brands. Currently, the post-80s and post-90s generations have become the backbone of consumption. As a generation with an "inward-looking value" mindset, their needs are more personalized and diverse, with a high willingness to try new products. Practicality is no longer the sole criterion; high aesthetics and quality are the focus. At the same time, with the development of 5G, big data, and the internet, models such as e-commerce, community group buying, and new retail are constantly emerging, offering consumers more choices and richer shopping scenarios. Major brands are also exploring integrated online-offline and multi-format development models, while innovating products in new retail scenarios based on their own circumstances. Hutchison Whampoa White Cat (H&W White Cat) is one of China's leading daily chemical companies, with a glorious history of nearly half a century since its inception, witnessing and leading the development of China's detergent industry. It was the first to launch synthetic laundry powder in China and developed and marketed concentrated low-foam laundry powder, enzyme-added laundry powder, and other industry-leading products, ushering in a new era for China's detergent industry. As a decades-old brand, it is well aware that with the continuous upgrading of the consumer market and consumption concepts, it is essential to develop more specialized and refined products. The Jiamei brand, a subsidiary of H&W White Cat, is named after "enzyme-added" laundry powder and is a well-known national brand. Now, the new White Cat Jiamei product series upholds the brand philosophy of higher quality and higher pursuit. By gaining insights into consumer preferences for products, styles, experiences, and benefits, the brand has created "super products" through innovation and upgrades. Positioned for users who seek cost-effectiveness and enjoy refined experiences, the product range is richer than one might imagine. Injecting New Energy, Stimulating New Vitality In 2021, H&W White Cat invited Thomas Jungmann, a senior expert in the global daily chemical industry, to join, bringing a global perspective. At the same time, European R&D institutions, advanced technologies, and specialty raw materials were introduced to China, quickly integrating with H&W White Cat's accumulated experience to spark more brilliant ideas. Thomas Jungmann previously served as Global Business Development Director at Henkel Group, where he formulated and implemented market access strategies for white-point countries and established and managed Henkel's global partnership network. In addition to new partners, in 2021, White Cat Jiamei established cooperative relationships with renowned European daily chemical cleaning product experimental and production institutions: IMP and MARIO FISSI. They set up long-term communication mechanisms for formula technology and specialty raw materials, introducing many European-style raw materials and technologies that meet EU certifications. The IMP factory boasts advanced European production technology, professional first-class production environments and facilities, and a comprehensive quality control system. It adheres to European professional-grade washing and care standards for product testing and certification, ensuring every batch meets high quality, high standards, and high requirements. The MARIO FISSI factory has strong R&D capabilities in Europe and has established strategic cooperation with multiple research institutions. Through technological innovation and the development of new raw materials, it is committed to producing green and healthy daily chemical cleaning products. In Europe, MARIO FISSI is a guarantee of quality and excellence. Comprehensive Product Image Upgrade, Opening a New Track Through insights into young consumers' washing and care product categories and exploration of fragrance trends, White Cat Jiamei first set its sights on Spain, located on the Iberian Peninsula. As Europe's artistic center, Spain not only has a rich cultural atmosphere but also abundant natural resources. Pomegranate flowers, grape seeds, olives, and lavender are distinctive natural resources of Spain. This time, White Cat Jiamei took the lead in combining the fragrances of these elements with washing products, developing brand-new White Cat Jiamei products, deeply exploring new industry opportunities, leading new trends, and directly hitting the consumption concepts of young consumers. The pomegranate flower is Spain's national flower, with plump, fiery red, and beautiful blossoms, symbolizing purity and festivity. Its image even appears on the Spanish flag. | Spain enjoys abundant sunshine and ample rainfall, with the world's largest grape planting area, producing plump, crystal-clear grapes. Spanish olives are renowned worldwide, with the largest production and export volumes globally. The main ingredient of the popular Marseille soap in Europe is olive oil. | Spanish lavender is a special variety with a strong, refreshing fragrance, often used to make incense oils and scented dried flowers. The combination of traditional Chinese and international elements brings different connotations and selling points to daily chemical washing products, injecting more vitality and competitiveness into the daily chemical market.
(Logo upgrade) After integrating Spanish elements into the entire Jiamei product line, the logo upgrade also incorporated the Spanish word "¡Caméo!". In Spanish, "¡Caméo!" means precious and beautiful moments, implying that the Jiamei brand hopes to liberate millions of families from tedious housework, allowing consumers to discover the joy of life and enjoy beautiful times. A more youthful visual image: the two characters "佳美" are artistically designed to resemble both a cat's tail and two small fish, playful and cute, incorporating the White Cat element while adding the beautiful meaning of "surplus year after year." With the Hardest Products "Nailing" the Freshest Audience High Quality is the Foundation of White Cat Jiamei Young consumers pay more attention to product quality. While pursuing brands, quality has also become a key factor. Only by providing products with excellent quality can brands achieve long-term sales potential. In product development, the new White Cat Jiamei series adheres to the natural newism concept of "natural plant extracts," using natural ingredients as raw material sources. The products are safe and non-toxic. White Cat Jiamei dishwashing liquid meets national A-class food-grade standards, suitable for cleaning fruits, vegetables, and baby utensils. It rinses clean without residue, and is safe for mothers and babies. White Cat Jiamei laundry powder adds plant fragrance while incorporating efficient oil-removing factors, effectively removing stains without damaging clothing colors, protecting and brightening clothes. The laundry liquid & bead series adds natural enzymes, killing 99% of bacteria and 100% of mites, with a multi-functional formula, ushering in a new era of high-tech laundry. The color brightener adds professional active oxygen technology, effectively removing various stubborn stains while being gentle on clothes. High Aesthetics is the Differentiator of White Cat Jiamei To hit the consumption concepts of young consumers, brands need to create differentiated products. Aesthetics has become one of the essential features of most consumer goods in our era. High aesthetics means more refined packaging design compared to ordinary products on the market. Facing the dazzling daily chemical washing market, the White Cat Jiamei team is not afraid of challenges. The product appearance has been completely redesigned, blending Chinese and Western styles to meet young consumers' demands for individuality and fashion, fully winning the favor of young people online. In terms of outer packaging design, high-saturation colors with strong visual impact are used, full of fashion and premium feel, with better display visual effects. The thoughtful spout design allows consumers to intuitively feel the texture and details of the product. White Cat Jiamei Dishwashing Liquid Series *: Refers to the experiment conditions that can effectively wash away bacteria on tableware, cutting boards, and cloths, with the test strain being Staphylococcus aureus. White Cat Jiamei Laundry Powder Series *Antibacterial: The test strain is Staphylococcus aureus. According to third-party testing institutions, under experimental conditions, the antibacterial rate is as high as 99.9% or more. **Mite removal: Refers to effectively washing away dust mites under laboratory conditions. White Cat Jiamei Laundry Liquid & Bead Series *Bacteria removal refers to washing away bacteria. According to third-party testing institutions, under experimental conditions, the bacteria removal rate reaches 99%, with the test strain being Staphylococcus aureus. **Mite removal: Added plant extracts for mite removal. Mite removal refers to a 100% removal rate of dust mites under experimental conditions, as tested. White Cat Jiamei Color Brightener Series The era of personalization has fully arrived, and the new economy and new consumption era is quietly approaching. The glorious launch of White Cat Jiamei's new products is also a new exploration. Facing the iterative fresh consumer groups, how the daily chemical industry can maintain a vigorous momentum and win the hearts of the new generation is not only White Cat Jiamei's exploration but also the exploration of the entire daily chemical industry. Are you "watching" me?