Entry to the foreign market with special strategy

The competition of bath gel market is intense in China. There is no absolute leadership brand in bath gel market. It is more easily for new brand of bath gel to enter the market. The target customer group of bath gel market is women or young women, few men are included, the main reason is that the bath gel buyers are dominated by women, The choice of product in function is smell, nourishing, good cleaning performance, sterilization. In the current situation, how is industry investment potential in china bath market? What experience is worth to draw lessons from the outstanding enterprises? We can see a example from Johnson (USA). This maybe can help the French brands to have a broad insight on this market.

Johnson -- multidimensional strategy, enhance public recognition.

Johnson established the first joint venture in China 1985, Now Johnson, having more than 7000 employees, unites in a concerted effort to promote the development of Chinese people's skin-health.

Johnson have different market center of gravity in the direction of product sales and the research, from the infant health care products, feminine hygiene products, adult skin care and wound care products, medical equipment, clinical diagnosis to the medical point of professional, and pharmaceutical products, Johnson supply a full range to promote China skin-health care, to provide safe, effective health services.

At the same time, Johnson commits to serve the society, to reflect their value with practical action. Cooperate with China Red Cross, save more leukemia patients life; start child safety education project, try to reduce the occurrence of accidental injury of children; hold regular community mental health promotion; carry out the "millions of families health line" diabetes jogging activity...... These public activities make the China consumers have more and more confidence about Johnson brand. At the same time, Johnson becomes one of the most popular shower-gel brands in China.

Have a good shower! 

Xueru Ti

Sources：

https://www.jnj.com.cn/ 
http://www.baike.com/wiki/%E5%BC%BA%E7%94%9F%E5%85%AC%E5%8F%B8