際際滷

際際滷Share a Scribd company logo
WHY JOHNSON&JOHNSON
LOST ITS POSITION IN
CHINA BABYCARE MARKET?
SWIPE
SWIPE
NOT WITHOUT BUMPS, BUT JOHNSON&JOHNSON HAS
STILL MAINTAINED THE LEADING POSITION IN CHINA
BABYCARE MARKET FOR YEARS.
SWIPE
BY 2022, IT IS NOT EVEN IN TOP 10.
WHAT HAPPENED?
SWIPE
SWIPE
1. THE MARKET
HAS CHANGED
SWIPE
JOHNSON&JOHNSON GOT AWAY QUITE EASILY WITH
THE SCANDALS BACK IN 2009 AS IT HAD NO WORTHY
SUBSTITUTION IN CHINA.
NOW IT IS NOT THE SAME.
SWIPE
1. CHINA BABYCARE MARKET DOUBLED FROM 2014 TO 2019.
1.9 BILLION USD,
2014
3.7 BILLION USD,
2019
SWIPE
2. TWO-CHILD POLICY LANDED CHINA 250 MILLION CHILDREN,
AND INCREASED THE DEMAND.
SWIPE
3. INCREASED DEMAND RESULTED IN A SURGE OF NEW
FOREIGN BRANDS AS WELL AS IN THE EMERGENCE OF
HIGHLY COMPETITIVE LOCAL BRANDS.
SWIPE
4. FIERCE COMPETITION URGED AUTHORITIES TO CONDUCT
MORE THOROUGH CHECKS AND IMPLEMENT STRICTER
REGULATIONS.
SWIPE
5. EFFECTIVE FROM JULY, 2022, REGISTERED BRANDS WILL BE
RECEIVING THE GOLDEN SHIELD AS A SAFETY PROOF. TMALL
URGED ALL ITS BRANDS TO OBTAIN THE LABEL BY MAY 2023.
SWIPE
2. THE CONSUMER
HAS CHANGED
SWIPE
1. SWIFT SOCIAL MEDIA DEVELOPMENT MADE THE CUSTOMER
MORE AWARE OF BRANDS UNLAWFUL PRACTICES.
SWIPE
2. PUBLIC DISPLAY OF UNLAWFUL BEHAVIOUR AMONG
BABYCARE BRANDS AND TIGHTER REGULATIONS RESULTED
IN DEEPER SAFETY CONCERNS.
SWIPE
3. FIERCE COMPETITION GAVE THE CONSUMER A VERY
ABUNDANT CHOICE.
SWIPE
4. THE DEVELOPMENT OF E-COMMERCE, HIGH QUALITY
SERVICE AT EACH POINT OF CUSTOMER JOURNEY AND WELL
PROTECTED CONSUMER RIGHTS MADE THEM SPOILT AND
DEMANDING.
SWIPE
5. THE DEVELOPMENT OF NATIONAL PRIDE ALONG WITH
REMARKABLE ECONOMIC GROWTH MADE THEM
UNFORGIVING.
UNLIKE IN 2009, AS J&J LOST
TRUST THIS TIME, IT GOT
SUBSTITUTED WITH OTHER
BRANDS WHO HAVE IT.
SWIPE
SWIPE
IN 2022, SAFETY IS THE TOP CONCERN
IN BABYCARE CONSUMPTION IN CHINA.
PEOPLE ONLY BUY WHAT THEY TRUST 100%,
WITHOUT A CHANCE OF DOUBT.
DONT FORGET TO GIVE A SMALL LIKE J
THANK YOU!
Prefer to follow these news on Instagram? I am @chinamarketing.cosmetics

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