On November 22, “The founding ceremony of Liby Group X Tmall New Product Innovation Center Innovation Factory” was successfully held in Liby Center. Launch of brand innovation factory indicated that Liby Group, a leader of the Chinese daily chemical industry, will build new value chains using brand new ecological system and lead the daily chemical industry to higher-level development using digital technology by virtue of advanced technology of Tmall New Product Innovation Center.
Opening ceremony of new factory of Liby Group X Tmall New Product Innovation Center
Liby Group and Tmall New Product Innovation Center
Opened up a digital daily chemical age
In the founding ceremony, vice president of Liby Group Wu Chen introduced: “Presently, market and consumer group become increasingly scenarized, segmented and young and the market changes faster and faster, which poses impact and challenge to leading competitiveness of the industry. Digitalization of products and consumers of innovation factory as well as energization of new product innovation process, tool and platform will promote to maximize professional brand market, R&D ability and mature supply process system capability of Liby Group.”
Liby Group built innovation factory with the aim of build standardized flow of product innovation and the concept was originated from the successful case that Liby Group and Tmall New Product Innovation Center jointly searched and developed Liby laundry gel in 2018. By virtue of data application platform of Tmall New Product Innovation Center and mature new product R&D system and supply chain system, Liby Group was driven by brands to reform new product R&D process and mechanism, optimize R&D chain and accelerate the process from product concept to launch with smaller and more flexible batches, which offered strong support to agile development model and facilitated R&D and popularization of Liby laundry gel. It not only laid a solid foundation for iteration of such products as Liby, Kispa, Miss, Zhenliang, Xiangweiya and Little White, but also built a new benchmark for the development of domestic daily chemical products.
Vice president of Liby Group Wu Chen made an address in the opening ceremony
“To be specific, the innovation factory helped Liby Group realize agility of innovative R&D process and accelerated incubation of new concepts, product launch and acquisition of consumer feedback through reform of business process and optimization of system. Besides, it really innovated new products based on target groups, carried out targeted needs studies, realized refined and scenarized management of target groups, deeply excavated user’s pain spots and needs, deeply linked user needs to product functions and provided scenarized, differentiated, personalized, young and surprised new products based on satisfying consumer’s green and healthy life concept in order to enhance the success rate of new product innovation.” Vice president of Liby Group Wu Chen said.
Vice president of Liby Group Zhou Xiaowen made an address in the opening ceremony
“Liby Group, as the first industry leader which signed a memorandum of cooperation among Alibaba A100 enterprises, will realize digital transformation by virtue of digital ability of Alibaba economies. A small step today is the first big step in future.” Vice president of Liby Group Zhou Xiaowen said.
Except product innovation, the innovation factory is also an important pivot of Liby Group facing current digitalization trend and constantly driving digitalization of the industry. Liby innovation factory, as an important crystal of A100 strategic cooperation between Liby Group and Alibaba Group, will break digital ability of Alibaba economies through Tmall platform, further solidify the foundation of digital management and facilitate Liby Group with digital transformation in the domestic daily chemical industry.
Tmall New Product Innovation Center Helped Liby Group
Build a new brand product mode
Director of Tmall Brand Marketing Center Jun Yi made an address in the opening ceremony
“Building the innovation factory jointly with Liby Group is an exploration of Tmall and the entire Liby brand and product innovation incubation model. When we incubate new products based on digital ability, the primary appeal is to energize all brands.” Director of Tmall Brand Marketing Center Jun Yi said in the founding ceremony.
General Manager of Tmall household cleaning, pet and flower industries Cheng Chua made an address in the opening ceremony
“With strategic cooperation with the innovation center, cooperation between Tmall and Liby Group was elevated from the e-commerce level to the Group level, and the channel and flow management channel turned to consumer management mode. Meanwhile, Liby Group and Tmall will act deeper cooperation and have more opportunities of new brand incubation and new segmented market expansion.” General Manager of Tmall household cleaning, pet and flower industries Cheng Chua said in the founding ceremony.
It is learnt that 200,000 brands launched more than 1 million new products on Tmall during the past Double Eleven, which became the biggest festival when Chinese people “bought goods on arrival”. Liby laundry gel jointly developed by Liby Group and Tmall New Product Innovation Center had a sales growth rate of 537% and sales of Liby Group broke 100 million Yuan during Double Eleven.
In the new retail era, consumer appeal to function of daily chemical products changed from cleaning to care and products became increasingly diversified. User need diversification, reduction of new product R&D time and quick products iteration became increasingly obvious. Liby Group and Tmall New Product Innovation Center reorganized flexible supply chain, new product digital system and virtual team of enterprise to realize quick-acting innovation factory mode and comprehensively and deeply reformed daily chemical products from survey to launch.
With the support of Tmall platform, Liby Group can carry out investigation and analysis of industries and consumers within six months rather than 1-2 years as before. Liby Group also can communicate with more than 20 global survey and consulting agencies through ecological survey alliance of Tmall New Product Innovation Center and accelerate incubation of new product concept combined with new product digital system.
Except product innovation, Tmall New Product Innovation Center will continuously energize Liby Group, build a digital team integrating such departments as R&D, brand, marketing and production, adjust supply chain and fulfill marketing mode of Liby innovation factory through digital platform.
Leaders and Tmall New Product Innovation Center and research personnel of Liby Group discussed R&D achievements
Presently, the entire process from screening of green plant materials to development of products is completed in Green Life Research Institute of Liby Group. Under the leadership of chief scientist of Liby Group and president of Green Life Research Institute Zhang Liping, leaders and guests of Tmall New Product Innovation Center visited Green Life Research Institute and watched demonstration of technological achievements. Green Life Research Institute complies with the R&D idea “Green and technological”. The laboratory covers a total area of about 9000m2 and invests nearly 100 million Yuan in construction and equipment procurement, including about 30 million Yuan of analysis and testing center and high-end precision instruments and equipment. The laboratory can determine known or unknown chemicals contained in raw materials and products accurately to ensure excellent performance, safety and reliability of raw materials and products and offers a strong R&D guarantee for product innovation of Liby Group.
Leaders and Tmall New Product Innovation Center and leaders of Liby Group made a deep discussion
The establishment of the innovation factory not only showed Liby Group’s determination to realize brand upgrade through global marketing and other digital means, but also set up a milestone for the daily chemical industry and will promote green and healthy development of the Chinese cleaning industry and lead reform and innovation of the daily chemical industry and even FMCG industry.