Senior Pechoin management recently revealed that their total revenue topped RMB 17.7 billion in 2017, a year-on-year increase of more than 28%. The company is poised to continue its winning streak in 2018, expecting to grow revenue by at least 30%. These mark Pechoin’s latest wins in its effort to capture the young Chinese consumer. This 80-year old brand is now using a flower, video, and a story to drive its next stage of growth.
In 2018, Pechoin’s latest campaign pays tribute to nature with the honeysuckle flower found at a “golden latitude”. The brand evokes the significance of this “golden latitude”, noting,
“Through four great ancient civilizations, 30 degrees north latitude -- (30 ° N) is a mysterious and exotic latitude. It contains mysterious ancient civilizations and spectacular scenery as well as many legends and mysteries. In China, this latitude contains Shennong Jia, Jiuzhaigou Valley, and Mount Huang with their rare flora and fauna.”
Yunnan Province’s Chuxiong is also located at the 30 ° N. With an altitude of 1,700 meters and an average of 10 hours of daylight, it provides the perfect source for Pechoin’s honeysuckle flowers and the home of their grower, Mr. Li and his family live. Mr. Li explained that the local Yi minority is said to evolve from flowers and plants. As a result, they treat the honeysuckle flower as a sibling, drinking the mountain spring water and growing from their same soil that they do. The high altitude, bright sunshine, and long days combine to help the honeysuckle flower produce chlorogenic acid – a substance that makes skin moist, soft, and more elastic, and an important ingredient in Pechoin products. For Mr. Li, planting and cultivating the honeysuckle is a long tradition. He and Pechoin work together to protect these nature flowers.
Beginning on February 26, 2018, Pechoin will also launch a large-scale retail promotion using the 30 ° N theme to salute nature and China. This is part of Pechoin’s strategy to step up its investment in customer service, trade marketing, visual merchandising, and experiential marketing. In this campaign, Pechoin will promote their Aqua Activating product line. Consumers will be able to purchase their leading product, Aqua Activating Moisturizing Toner, and have a chance to win a 30 ° N travel award and related prizes.
Register Today for Your Free Pass to China Beauty Expo 2018!