Just at the beginning of this year, Libai made an important position appointment at its dealer meeting. She Chuhong, who has been in charge of Libai's sales power for more than ten years, was transferred from the post of general manager of the sales corporation, and Jiang Xingzhou, the former general manager of Jianlibao's national sales, took over the post. She Chuhong, the general manager of Libai Sales Corporation, and Chen Kaixuan, the boss of Libai Sales Corporation, started a business together and became a veteran of Libai. His departure reflects the adjustment of Libai's business thinking. At the beginning of 2008, Libai put forward a new slogan at the dealer conference, that is, "bid farewell to Libai's traditional marketing campaign and win the second battle of international modern marketing". At the beginning, Libai was just a brand that didn't even have factories and products. With the idea of "resource integration", Chen Kaixuan successfully persuaded some state-owned enterprises to sell him unsalable washing powder, and put Libai's trademark on it, which accumulated the first bucket of gold for the establishment of Libai. From 65438 to 0994, Chen Kaixuan established Libai Washing Products Co., Ltd. in Guangzhou. After one year, Libai's sales reached 1 100 million yuan. In 2007, Libai's sales amounted to nearly 8 billion yuan, and it has eight production bases, more than 20 processing plants and eight categories of products in China. It also has the most advanced automatic filling production line of liquid detergent in the world. Libai has become the research object of P&G in washing industry. During her tenure as the general manager of the sales corporation, She Chuhong explored a unique mode of joining dealers, which ensured the stability of Libai channel and the effective communication of dealer policies. She was praised by the daily chemical industry, making Libai the third largest daily chemical enterprise in China after Procter & Gamble and Unilever in a short period of 14 years. However, an industry insider revealed that Libai's rebate to dealers is not high, only 2.5%, and the industry does not exceed 4% at most. But for many years, dealers only represented Libai's products. Libai currently has more than 65,438+0,000 first-class dealers in China. They have signed a contract with Libai to accept Libai's management. These first-level dealers authorize the second-and third-level dealers themselves. Xu Xiaodong said that up to now, 90% of Libai's original distributors still serve Libai. At first, most of these dealers were relatives and friends of Chen Kaixuan, and most of them were operators of mom-and-pop shops, mainly responsible for the channels in South China. 90% dealers want to expand later. Libai helps them to set up an internal management organization, manage it in a corporate way, and help them operate in the form of branches. Xu Xiaodong, assistant to the president of Libai, said that the channel is a very important factor that distinguishes Libai from Procter & Gamble and Unilever, which have been very successful in terminal. The second battle of modern marketing mentioned by Li Bai is actually to increase efforts on the terminal, and the general manager of the sales corporation needs a younger successor. According to industry sources, Libai hired Jiang Xingzhou, who was the general manager of Jianlibao's national sales. His "fifth season" concept reshaped Jianlibao's brand image and set a sales record of 2.7 billion yuan for Jianlibao that year. Li Bai hopes to make a difference on the dock. "But Libai is a family-owned enterprise after all, and many things are difficult to resist the confrontation of the original forces. It is difficult for Jiang Xingzhou to integrate into Li Bai's family-style management culture. " The above-mentioned person said. Li Bai said that Jiang Xingzhou left for personal reasons. After that, he was promoted from the former deputy general manager to the post of general manager of Libai Sales Company. She Chuhong was promoted to vice president of Libai Group, directly managing the sales department and marketing department of the sales corporation. Nevertheless, some people say that the new position is more like an idle position. An insider believes that changing the sales general manager will not affect its operation, and Libai always operates according to the idea of its boss Chen Kaixuan. Gu Jun, a veteran of the terminal breakthrough daily chemical industry, believes that 700-800 million yuan seems to be the bottleneck of local daily chemical enterprises. For example, sculpture in that year claimed to achieve annual sales of 654.38+000 billion, one third of the world's total, but after sales reached 7-8 billion, it began to stagnate or even decline. Today, the low-key Libai is quietly reaching 8 billion yuan. However, Libai has recently faced the same problem as its peers, that is, the sharp rise in oil has brought about an increase in the cost of derivative daily chemical products. Xu Xiaodong said that compared with 2006, the raw materials for daily chemicals increased by more than 100% in 2008, while selling washing products by volume was not profitable, so it faced great operating pressure, but it could not be passed on to consumers, and the problem of rising costs could only be minimized by reducing management costs. At the same time, Libai has been growing steadily at a rate of more than 30% in recent years. In 2008, Libai set an annual sales task of 654.38+000 billion yuan. "In 2007, sales reached nearly 8 billion yuan. How can we break through? One of them is to be a terminal. Developing large docks is our only way. " Xu Xiaodong said that at present, most daily chemical enterprises sell through terminals. China has a large rural population and little contact with big supermarkets. Therefore, we must change the terminal and explore a marketing model that conforms to the international trend. Libai Sales Corporation has set up a direct sales department to manage domestic major international and national direct chain stores, and at the same time, with the help of local distributors, strengthen store sales. In 2007, Libai became the detergent supplier of Beijing 2008 Olympic Games and the exclusive detergent supplier of Beijing 2008 Paralympic Games, spending more than 654.38 billion yuan. Xu Xiaodong said that Libai intends to invest about 200 million yuan to open more than 50,000 Olympic franchise stores nationwide. Another breakthrough is capital expansion. I hope to expand the product line through acquisition and penetrate into the daily chemical industry such as toothpaste, shampoo and cosmetics other than washing products. In 2003, Libai acquired Henkel Guilin and leased Minghua Luoyang; in 2004, it acquired Henkel Siping; in 2005, it acquired Wei Chao Hunan and Lantian Tianjin; in 2006, it acquired Chaoling Jiangxi and Shanghai Gaozi. "As long as there are brands suitable for our product line in the market and in line with our development strategy, we will not rule out continuing to adopt this method for mergers and acquisitions." Xu Xiaodong said that Libai plans to go public in China.