Can the new chairman learn from Dong Mingzhu's contemporary orators to save shanghai jahwa who is left behind?

When the new official took office, the new chairman of shanghai jahwa also played cross-border games to "grab the rice bowl" from the stars.

Recently, Pan Qiusheng, chairman of shanghai jahwa, announced that he would endorse Kaichu Magic Hair Bottle, a high-end personal care brand for pregnant and baby. This is the first time that the chairman has endorsed his products in the field of daily chemicals.

Faced with the sharp decline in the company's net profit and the loss of star products, the new official, who has been in office for less than three months, tried to turn around shanghai jahwa's "defeat" by his own efforts.

In fact, endorsement by the chairman is not uncommon in the business world. Like Shu Congxuan, the chairman of Chen Ou, Dong Mingzhu, Tao Huabi and Laoxiang Chicken, who frequently appeared in the public some time ago, he is also a typical representative of the company endorsed by the chairman.

Brand expert Jiang Daigui believes that in China's business environment, the chairman is basically the pillar of the enterprise, where the belief lies. Endorsement by senior leaders is of great benefit, which can amplify the potential energy of the boss's personal brand and product brand at the same time, forming a bigger topic and wider dissemination.

The new chairman is under great pressure to change coaches in seven years and three years.

Pan Qiusheng is different from other directors who speak for corporate brands. He has been airborne in shanghai jahwa for less than three months, and has not yet firmly controlled the company, facing a new and complicated situation.

As a daily chemical enterprise with well-known domestic brands such as herborist, Liushen, Yuze and Meijiajing, shanghai jahwa has been in turmoil for many times in recent seven years and has undergone three rounds of "coaching change".

This has to start with getting into the house safely. On 20 1 1 year 1 1 month, Pingpu Investment, a subsidiary of Ping An Trust, acquired 0/00% equity of Jahwa Group/kloc-0 for 5190,000 yuan, becoming the actual controller of shanghai jahwa, thus starting shanghai jahwa's coaching change.

2065438+2003 10, Ge, who had led shanghai jahwa to glory, was "driven out" by capital from the company he had adhered to for many years. Two months after Ge's departure, Ping An Airborne, the former general manager of Johnson & Johnson Medical China, became the chairman of shanghai jahwa. At this point, shanghai jahwa officially bid farewell to the Ge Wenyao era and ushered in the Xie Wenjian era.

From then on, shanghai jahwa began to decline from prosperity. Xie Wenjian has been the chairman of the board for three years, and his performance has been declining until 20 16. The company's operating income was 5.962 billion, down 8.98% year-on-year. The net profit was 20. 1 billion, down 90.9 1% year-on-year.

Former Ge once sent Weibo that his annual salary was as high as five or six million yuan, and his "cronies" also entered the company with a monthly salary of over 654.38+10,000 yuan. The decline in performance, coupled with the suspicion of improper management, forced Xie Wenjian to leave.

At the end of 2016165438+10, shanghai jahwa welcomed the new chairman and CEO, Ms. Zhang Dongfang. Zhang Dongfang used to be CEO of Vida International, and he has rich experience in FMCG industry.

According to media reports, during his tenure, Zhang Dongfang constantly improved the family corporate governance, determined the 16-character management policy of "R&D first, brand-driven, channel innovation and supply guarantee", and divided his brands into the first echelon and the second echelon. Among them, Liushen and herborist are the first echelon, and Yuze, Goff, Qichen and Meijiajing are the second echelon.

At the same time, Zhang Dongfang launched an online channel. It is understood that in 20 19, the proportion of online income in shanghai jahwa increased to 34%, but this proportion still lags behind the rising stars such as Marumi and Polaiya.

The data shows that during Zhang Dongfang's term of office, shanghai jahwa's income from 20 17-20 19 was 6.488 billion, 713.8 billion and 7.597 billion respectively, up by 8.82%, 10.0 1% and 6.5% respectively. The net profit was 390 million, 540 million and 557 million respectively, up by 93.95%, 38.63% and 3.09% year-on-year. Although it has made great achievements compared with its predecessors, it is far from the peak of Ge's Wen Yao era in 20 13-the annual net profit of 800 million yuan.

On April 24th this year, Zhang Dongfang chose to leave. A person familiar with the matter told AI Finance and Economics that the reason for Zhang Dongfang's resignation was that he was "dismissed from class" because of performance problems.

It is reported that Ge Wenyao, the former chairman, commented in her personal Weibo that Zhang Dongfang still wanted to do a good job of nationalization subjectively, but the nationalization she took over was "badly damaged" by her predecessor, and she could not turn the tide.

Zhang Dongfang left and Pan Qiusheng came.

The Board of Directors of shanghai jahwa said that the main reason for Pan Qiusheng's appointment was that he had unique views on consumer goods, especially cosmetics, and was good at transformation and reform. Obviously, after Xie Wenjian and Zhang Dongfang took the helm, shanghai jahwa was riddled with problems and needed reform.

According to the data, Pan Qiusheng worked in the mass cosmetics department of L 'Oré al Group from 20 15 to 20 19 as the general manager of China and Asia Pacific. During Pan Qiusheng's tenure, he helped L 'Oré al realize the transformation of online channels, which enabled L 'Oré al (China) to maintain rapid growth.

20 19 to April 2020, Pan Qiusheng served as Mattel's global vice president and general manager in China, and during his tenure, he also helped the company set the best operating record in the past five years.

From the management of the company, Pan Qiusheng, whose performance is so excellent, is undoubtedly difficult to find fault with. But it may be one of Pan Qiusheng's biggest challenges to walk from behind the scenes to the stage and become the spokesman of shanghai jahwa brand.

There are advantages and disadvantages for the top leader to talk to himself.

As the chairman of shanghai jahwa, Pan Qiusheng speaks for his brand. What will it bring to the company? This may be seen from Pan Qiusheng's "Predecessors".

As one of the pioneers of high-level endorsement, Dong Mingzhu is the most powerful one, and Dong Mingzhu has indeed made great contributions to Gree.

Just in the first half of this year, Gree's performance was under pressure, and even its own ace product air conditioner lagged behind its old rival Midea. However, in the first half of this year, Dong Mingzhu still exerted its appeal and engaged in various live broadcasts. Some netizens commented that if the goods were not broadcast live in Dong Mingzhu in the first half of the year, it is certain that the decline in Gree Electric will be more obvious and the financial situation may be even more ugly.

Data show that in the first half of this year, Dong Mingzhu * * * conducted five live broadcasts with goods. At the end of April, the sales of the first live broadcast was 225,300 yuan. Since then, the turnover has reached 365.438 million yuan, 703 million yuan, 6.54 billion yuan and 654.38+02 million yuan respectively. In the first half of the year, the live broadcast with goods contributed more than 654.38+07.823 billion yuan, equivalent to 26% of the total revenue.

However, a senior practitioner in the home appliance industry said that on the whole, the strong performance of live broadcast in Dong Mingzhu failed to translate into a new increment. On the contrary, it further disrupted the market price system and channel system, and also brought about a further decline in the net interest rate.

However, from the marketing point of view, Dong Mingzhu brought goods for Gree, but it enhanced the brand discourse right. A senior advertising marketing practitioner told AI Finance and Economics that the live broadcast in Dong Mingzhu is not so much about bringing goods, but rather about bringing brands. Dong Mingzhu's live broadcast is completely different from other cute anchors. The content is to show you the exhibition hall, talk to you about brand stories, tell you about product design and so on.

The endorsement of the chairman can give the company a lifeline at a critical moment. However, everything has two sides, both advantages and disadvantages. In the view of a senior brand researcher, the endorsement of the chairman can often attract high attention and topics, but with the increase of personal discussion, the brands and products behind it will be relatively weakened, which is not obvious to enterprises.

In addition, the development of enterprises and brands cannot be achieved overnight, but once the image of the founder is established, it is difficult to change and it is easy to solidify everyone's cognition of the brand. After all, commodities and product strategies will be adjusted due to changes in the market environment, and too rigid an impression will make it difficult for brands to break through themselves. For example, when Dong Mingzhu strongly endorsed the mobile phone and occupied the screen of the mobile phone, almost all he got were complaints from netizens.

Moreover, once the founder and the enterprise form an "endorsement" binding, the personal image has a great influence on the corporate image. A good image does not necessarily add points to the enterprise, but if negative news is produced, it will definitely bring losses to the enterprise. For example, the Liu case in Minnesota, JD, once broke out. COM's share price plummeted.

How Pan Qiusheng plays this card well and whether consumers approve it remains to be tested by the market. To be sure, at least, shanghai jahwa really needs to boost its morale, shake off the image of being left out in the cold, and at the same time release more signals of change to the outside world.

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