Pechoin

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Pechoin Co., Ltd.
Native name
上海百雀羚日用化学有限公司
Company typePrivate
IndustryCosmetics
Founded1931; 93 years ago (1931)
FounderGu Zhimin (顾植民)[1]
Headquarters
Shanghai
,
China
ProductsCosmetics, perfumes
Revenue17.7 billion RMB (2019)[2]
Websitehttp://www.pechoin.com

Pechoin (Chinese: 百雀羚) is a skin care brand under Shanghai Pehchaolin Daily Chemical Co Ltd based in Shanghai, China.[3] Originally founded in 1931, Pechoin is China's first domestic skincare brand.[4][5] The company manufactures cosmetic products including skincare products and perfumes.[3][4] It is one of the largest skincare companies in China and a leading Chinese cosmetics brand.[2][4][5][6] In 2013, Pechoin products were recognized as "national gifts (国礼)" of the People's Republic of China.[7][8][9][10]

History[edit]

Republic of China[edit]

The influential Soong sisters were among the major patrons of Pechoin.[5][9][10][11]

In 1931, Pechoin was founded by Gu Zhimin (顾植民) as a skincare brand under cosmetics company Fu Bei Kang (富贝康化妆品有限公司) in Shanghai, making it the first domestic skincare brand in China.[1][5][12] In Chinese, the name "Pechoin" may be interpreted as a hundred birds paying tribute to Fenghuang or the Chinese phoenix.[1][12] From 1937 to 1945, Pechoin survived the second Sino-Japanese war. And in 1945, it became a top cosmetics brand in China.[1][12]

The company's skincare products were often contained in an iconic round iron box (painted in blue and yellow).[1][12] One of Pechoin's main products at the time was its moisturizing balm, which became widely popular in Shanghai and then nationwide.[1][5][12]

Notable patrons of Pechoin included the Soong sisters, who then introduced the products to wives of foreign diplomats in China.[5][9][11] Leading Chinese actresses and singers such as Hu Die, Ruan Lingyu and Zhou Xuan were also Pechoin's regular customers.[9][11][12][13] Some Pechoin products were further exported to countries in Southeast Asia.[1][12][13]

People's Republic of China[edit]

Continuation of the old brand[edit]

In 1949, the People's Republic of China was established and Gu Zhimin chose to stay in Shanghai under the Communist rule.[1][12] The company later provided its products to the People's Volunteer Army who fought in the Korean war.[1][12]

In 1956, Pechoin's parent company underwent the socialist transformation and became a state-private jointly owned enterprise (公私合营[14]).[1] In the same year, Gu Zhimin passed away due to heart attack; his wife Luo Weizhen (罗伟贞) and his son Gu Jiongwei (顾炯为) took charge of the company.[1][12] Pechoin's annual revenue soon approached 10 million RMB.[1] In 1962, the company was renamed as the Shanghai Second Daily Chemical Factory (上海日用化学二厂).[1][12]

In the 1960s and the 1970s, the company was impacted by the Chinese Cultural Revolution, when many key figures of the company were persecuted.[12] During the early phase of the Reform and Opening of China, however, Pechoin regained its productivity and was able to manufacture some 40 million units of skincare products per year in the 1980s.[1][13]

Restructuring and rapid growth[edit]

In the early 1990s, Pechoin suffered poor market performance due to the influx of foreign high-end cosmetic products, and as a result its parent company declared bankruptcy.[1][12][13] The brand Pechoin was subsequently acquired by a businessman from Hong Kong with 500,000 RMB.[12]

In 2000, Pechoin restructured into a private company, the Shanghai Pehchaolin Daily Chemical Co Ltd.[3][13] The company then entered a period of rapid growth and the brand Pechoin was revived.[4] In 2007-08, Pechoin as a brand won the title of Well-known Trademark in China (中国驰名商标).[15] In 2013, Pechoin's products were sent as Chinese "national gifts (国礼)" to national leaders in Africa by China's first lady Peng Liyuan.[7][8][9]

From 2013 to 2015, Pechoin saw a 56% annual growth rate and from 2015 to 2017, a 19% annual growth rate.[16] In 2016, the annual revenue of Pechoin reached 13.8 billion RMB, with its market share in mainland China ranking 4th, after foreign brands such as L'Oreal and Olay.[17][18] In 2019, the estimated annual sales of Pechoin reached 17.7 billion RMB (2.26 billion euros), further expanding its market share to 7.3%, second only to L'Oréal.[2][5][6] In 2020, Pechoin formed an strategic partnership with the Merck Group based in Germany.[19][20]

Products[edit]

One of Pechoin's modern products.

As of 2023, Pechoin offers products under 8 different categories:[21]

  • Pechoin Herbs (百雀羚草本)
  • Sansen Skincare (三生花护肤)
  • Sansen Nursing (三生花洗护)
  • Flavor (气韵)
  • Bluemyth (海之秘)
  • Lucky Charm (小雀幸)
  • Pechoin Men (百雀羚男士)
  • Beili (蓓丽)

Marketing[edit]

After 2000, the revived Pechoin tried to appeal to younger population as a fashion brand.[13][22][23] In its advertisements, Pechoin started to use more graphical and video content as presentation. In addition, it also publishes advertisements on various digital platforms in order to draw attention of wider audience and increase public awareness.[13] For example, one of its advertisements in 2017 fantasized a story taking place in wartime Shanghai (Republic of China), in which a Chinese woman "Pechoin", who was a special agent, successfully killed her enemy "time/old age", and the company tried to tactfully promote its products through this story.[24][25] This advertisement reached over 30 million users through WeChat platform, and in the end the total number of views exceeded 100 million.[26] In 2011, the company spent a total of CNY¥150 million on advertising, while this figure increased to ¥380 million in 2014, ¥680 million in 2015, and ¥1 billion in 2016.[22]

From 2012 to 2015, Pechoin co-sponsored the Chinese reality show The Voice of China for four seasons.[13][16] In 2016, it also sponsored TV series Ice Fantasy, an epic drama hugely popular with Chinese youngsters.[13][16] When it comes to e-commerce, Pechoin joined the Chinese e-business platform Taobao, for example, which has been called "China's Amazon". Additionally, Singles' Day is the largest online shopping festival in China, and according to published data in 2016, a total number of 4,787,965 customers made purchases with Pechoin on that day, which was the highest daily record for a cosmetics brand;[27] and in 2017, Pechoin's total sales volume on Singles' Day reached a record-breaking 294 million RMB.[28]

List of spokespeople[edit]

The following list includes Pechoin's current and past spokespeople.

Recognition[edit]

  • In 2007–2008, Pechoin won the title of Well-known Trademark in China (中国驰名商标).[15]
  • In 2018, during the 30th Congress of the International Federation of Societies of Cosmetic Chemists (IFSCC), Pechoin's scientist Dr. Alexandra Lan was awarded the Innovation Golden Award by the host——German Society for Scientific and Applied Cosmetics (DGK).[34][35] Pechoin received the Golden Award for its innovative cooling sunscreen to protect Asian skin in the visible and near-infrared spectrum.[35][36]
  • In 2019, during the 25th Conference of the IFSCC, one of Pechoin’s young scientists Dr. Liu Yan was awarded the 2019 Maison G de Navarre Young Scientist Prize.[36][37][38] Dr. Liu's paper titled "The Human Skin Microbiome: A New Way to Beauty".[36][37][38]
  • In 2021, Pechoin's scientist Dr. Zuo JinHui was awarded the 2021 Maison G de Navarre Young Scientist Prize by the IFSCC.[37] Dr. Zuo's paper titled "New anti-aging strategy of cosmetics, from skin physiology to skin 'psychology'."[37]
  • In 2023, according to Brand Finance, Pechoin was the highest ranking Asian brand (13th globally) in the list of "Top 50 most valuable cosmetics brands".[39] From 2019 to 2022, Pechoin's global ranking in this list rose steadily from 23rd to 19th, 15th, and to 14th.[40][41][42]

References[edit]

  1. ^ a b c d e f g h i j k l m n o Fu, Er (2015-01-27). "顾植民："百雀羚"的创始人" [Gu Zhimin: the Founder of Pechoin]. Jiading Newspaper (嘉定报) (in Chinese). Archived from the original on 2023-01-17.
  2. ^ a b c Corbin, Marie-Hélène (2019-09-27). "China: Pechoin or the resounding return of a sleeping beauty". Premium Beauty News. Archived from the original on 2022-07-06.
  3. ^ a b c "Shanghai Pehchaolin Daily Chemical Co Ltd". Bloomberg. Archived from the original on 2023-01-16.
  4. ^ a b c d Lam, Sharon (January 10, 2019). "Chinese mystery beauty queen is ripe for makeover". Nasdaq. Reuters. Archived from the original on 2023-01-16.
  5. ^ a b c d e f g Georgiou, Nefeli (2022-04-11). "How Pechoin, China's oldest skincare brand, remains a top beauty player after nearly 100 years". Daxue Consulting - Market Research China. Archived from the original on 2022-11-29.
  6. ^ a b Gopalan, Nisha (2020-07-20). "Covid Gives China's Beauty Brands Enhanced Allure". The Washington Post. ISSN 0190-8286. Archived from the original on 2020-07-21. Retrieved 2023-08-04.
  7. ^ a b Zhao, Shengnan (2014-09-05). "Gifts present a look at today's China". China Daily. Archived from the original on 2020-10-12.
  8. ^ a b "领导人出访如何选国礼?雕漆陶瓷等常被列入名单". People's Net (in Chinese). The Beijing News. 2013-06-01. Archived from the original on 2023-01-16.
  9. ^ a b c d e "彭丽媛随访带动"国货风" "国礼"百雀羚引发怀旧情". Sina (in Chinese). 三湘都市报. 2013-03-30. Archived from the original on 2023-01-16.
  10. ^ a b "彭丽媛出访礼单曝光 百雀羚阮氏珍珠成国礼". Phoenix New Media (in Chinese). 2013-04-01. Archived from the original on 2015-10-20.
  11. ^ a b c "牵手电商约会未来 日化国货的创新与重生". Economic Daily (in Chinese). 2017-06-14. Archived from the original on 2023-01-17.
  12. ^ a b c d e f g h i j k l m n Wang, Yanqing (2018-01-03). "百雀羚后人的错位人生" [Life of Pechoin founder's descendants]. 南方人物周刊. Southern Weekly. Archived from the original on 2020-10-27.
  13. ^ a b c d e f g h i j k Ying, Chen (2018-06-27). "百雀羚：老品牌的焕新记" [Pechoin: the return of an old brand]. Xinmin Weekly (in Chinese). Archived from the original on 2019-09-11.
  14. ^ "1956: Joint state-private ownership". China Internet Information Center. September 15, 2009. Archived from the original on 2019-02-27.
  15. ^ a b "上海百雀羚日用化学有限公司简介" [A brief introduction to Shanghai Pehchaolin Daily Chemical Co Ltd]. Sina (in Chinese). 2009-09-03. Archived from the original on 2022-03-09.
  16. ^ a b c "Local Insurgents Shake Up China's "Two-Speed" Market". Bain. 2018-11-27. Archived from the original on 2022-12-06.
  17. ^ Bai, Ling (2017-06-20). "销售增幅连续超过两位数 市场份额稳居国内前四强 百雀羚重新激活"家庭记忆"". People's Daily (in Chinese). Archived from the original on 2023-01-17.
  18. ^ Zheng, Jingmin; Lin, Zhongmin (2017). "百雀羚新生记". CNB Weekly (第一财经周刊) (in Chinese) (7). Archived from the original on 2023-01-17 – via Renmin University of China.
  19. ^ Lim, Amanda (2020-07-28). "Herbal technology: Safety and efficacy concerns driving demand for 'high-tech herbals' in China's beauty market". Cosmetics Design Asia. Archived from the original on 2022-09-27.
  20. ^ "Merck Partners with Pechoin". HAPPI. 2020-07-08. Archived from the original on 2022-12-24.
  21. ^ "Pechoin". Pechoin's official website. Retrieved 2023-01-19.
  22. ^ a b "百雀羚讲老故事找年轻市场 模式难以复制" [Pechoin targets younger market by telling old stories—a marketing model that is hard to copy]. Sina (in Chinese). Beijing Business Today. 2017-05-10. Archived from the original on 2018-03-14.
  23. ^ Gong, Yun (2017-01-03). "盘点百雀羚年度10大事件 除了1天卖1.45亿还有啥". Pin Guan (品观) (in Chinese). Archived from the original on 2018-03-17.
  24. ^ "4米长图刷屏，这个老牌国货如何靠营销逆袭?" [The advertising picture of Pechoin reaches a length of 4 meters]. Sohu (in Chinese). 2017-05-10. Archived from the original on 2023-01-17.
  25. ^ Tao, Ni (2017-05-15). "How home brands win over local customers". Shanghai Daily. Archived from the original on 2023-01-17.
  26. ^ "百雀羚神广告又来了!" [Pechoin produced amazing advertisement again!]. Sohu (in Chinese). Archived from the original on 2018-03-11.
  27. ^ "中国本土化妆品双十一逆袭 百雀羚销量蝉联第一" [China's local cosmetics brand made a comeback on 11/11 with Pechoin maintaining its No.1 position in sales]. Sina. 2017-11-15. Archived from the original on 2018-03-14.
  28. ^ "东方之美国货之光, 百雀羚以2.94亿销售额连续三年封顶美妆之王!" [Beauty of the East—Pechoin maintained its top position in Beauty & Cosmetics three years in a row, with 294 million sales on 11/11]. Wenzhou Daily. 2017-11-13. Archived from the original on 2018-03-14.
  29. ^ a b "双十一周杰伦王一博双王联袂出演百雀羚短片开启时空之旅！". Tencent (in Chinese). 2020. Archived from the original on 2023-01-17.
  30. ^ a b c d e f g "百雀羚有几个明星代言过". EYIshion (in Chinese). 2022-04-23. Archived from the original on 2023-01-17.
  31. ^ "百雀羚小绿瓶×许光汉：许你不成纹的约定". DigitalING (数英) (in Chinese). May 2020. Archived from the original on 2023-01-17.
  32. ^ "迪丽热巴成为百雀羚彩妆代言人". Beijing S.W. Culture Media (in Chinese). 2019-07-21. Archived from the original on 2023-01-17.
  33. ^ Da, Dong (2022-11-24). "百雀羚代言人有哪些 百雀羚什么年龄比较合适". Qian Yan She (前沿社) (in Chinese). Archived from the original on 2023-01-19.
  34. ^ "Top Speakers at IFSCC Congress". HAPPI. 2018-09-25. Archived from the original on 2021-09-23.
  35. ^ a b "Champions of Cosmetic Science Celebrated at IFSCC 2018". Cosmetics & Toiletries. 2018-09-23. Archived from the original on 2022-09-25.
  36. ^ a b c "Pechoin Receives 2019 Young Scientist Prize at 25th IFSCC Conference in Milan". Nasdaq. 2019-10-08. Archived from the original on 2023-01-22.
  37. ^ a b c d "Maison G de Navarre Young Scientist Essay Prize". IFSCC. Archived from the original on 2022-11-26.
  38. ^ a b "Pechoin Given the Young Scientist Prize at the 25th IFSCC Conference Held in Milan". Bloomberg. 2019-10-07. Archived from the original on 2023-01-17. Retrieved 2023-01-16.
  39. ^ "Cosmetics 50 2023 | Brand Value Ranking League Table". Brandirectory. Archived from the original on 2024-04-01.
  40. ^ "Cosmetics 50 2022 | Brand Value Ranking League Table". Brandirectory. Archived from the original on 2022-12-04.
  41. ^ "Cosmetics 50 2022" (PDF). Brand Finance. May 2022. Archived (PDF) from the original on 2023-01-17.
  42. ^ "百雀羚跃升2021全球最有价值美妆榜TOP15". Xinhuanet (in Chinese). 2021-06-11. Archived from the original on 2023-01-17. 自2019年起，百雀羚已是连续三年入选，以逐年向上的姿态，从2019年的第23位，到2020年的第19位，再到2021年的第15位。
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