Did you know that, before June 2013, there were only six places in Macau you could buy Braun products? Now there are 58.
This happened after P&G appointed us as the distributor for Braun and Oral-B in Hong Kong and Macau. In the past few months, our teams did a remarkable job in expanding distribution coverage and raising brand profiles. For this, we were awarded the Braun Global Distributor Award by P&G in March 2014.
We are often asked about the secret to our success, not just with P&G but the many other brands we represent. I think our success comes from using our in-depth familiarity with the Greater China market and the Chinese consumer and leveraging our extensive distribution network in each territory to best effect. With Braun and Oral-B, just like we have done with other principals (like Casio, Pentax and Rollei which we have partnered for over 20 years), we adopted a three-step process:
First, identify consumers’ needs. We have observed that, with China’s rising middle class, the Chinese consumer is seeking a higher quality of life. Consumer preferences are changing and they are becoming more sophisticated in taste, savvier in choices. For premium brands, market potential is enormous.
Second, refine the brands’ portfolio to address these needs and account for trends. In Hong Kong alone, we are looking at a population of seven million people and Mainland Chinese tourists numbering close to 40 million a year. Understanding the profile and purchasing power of the new middle class, we took Braun beyond department stores and top electronic chain shops. We placed it where its potential customers are, and this has delivered almost instant results. This approach also feeds into our third and final step: to bring consumers and brands together to create a new market over time.
This process, while tried and tested, isn’t static. Creativity and innovation is important in its execution, especially when adapting to changing consumer trends. Online shopping, for example, is a major shift in spending behaviour that we cannot afford to overlook. In December 2013, we launched J-Select (http://www.jselect.hk/), the first Jebsen-branded online retail shop that places premium products at consumers’ fingertips. We are also working with JD.com and YHD.com to further develop our e-commerce strategy.
It just goes to show that while the Group remains committed to enriching people’s lives by providing a choice of quality products and services, delivering it—delivering the premium lifestyle today—takes a good measure of creativity and innovation. And that’s what we enjoy most at Jebsen Consumer.