b2r e-commerce helps century-old international brands expand into private domains; mengxiang technology and reckitt benckiser start in-depth cooperation
2024-09-18
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recently, mengxiang technology has carried out in-depth cooperation with reckitt benckiser group, a global leader in health and hygiene. the two parties have jointly created the "reckitt benckiser group x mengxiang technology" china headquarters traceability event. dozens of mengxiang store owners went to reckitt benckiser group's world-class smart factory in taicang to fully understand the brand concept and production process.
headquartered in the uk, reckitt benckiser group has a history of over 200 years and has 9 r&d centers around the world. its brands include dettol, durex, efficacy, veet, etc., which are sold in nearly 200 countries around the world. as a core brand of reckitt benckiser, "protection" has been the original intention of dettol for 90 years. in the early 20th century in britain, countless women died of fever after childbirth (puerperal fever), but there was no safe disinfection product without side effects to solve this problem. after years of dedicated research and experiments, british bacteriologist dr. reynolds finally invented dettol disinfectant in 1933, saving thousands of women of childbearing age from puerperal fever.
in this traceability event, the mengxiang store owners visited the china headquarters of reckitt benckiser group in shanghai, and learned about its development as a global leading health and hygiene company through the company's history gallery. in addition, the store owners went to the taicang dettol factory to witness the production process of dettol products, explore the first world-class smart factory built by a fortune 500 company in china covering an area of 110,000 square meters, and deeply feel the strict control of product quality and the unremitting pursuit of innovative technology by the reckitt benckiser group.
with the rapid development of b2r e-commerce represented by mengxiang technology, private domain e-commerce has become a new growth point in the e-commerce industry, and it is showing a trend of tripartite competition with traditional e-commerce and live broadcast e-commerce. since entering the chinese market in 1993, dettol has become a household name in china. in order to reach more incremental users through private domain channels, reckitt benckiser and mengxiang technology started cooperation, and built private domain reputation and explored ways to break the circle through overseas traceability and other methods.
in july this year, in order to allow the millions of store owners on the mengxiang platform to have a deeper understanding of dettol's brand story, historical heritage and unique selling points of its products, reckitt benckiser invited several store owners under mengxiang to trace its roots at its headquarters in the uk and visit dettol's hull r&d center, innovation laboratory and history museum.
"it was only after the on-site staff introduced me that the bacterial flora of us chinese is different from that of foreigners. dettol will produce products that meet the needs of chinese consumers based on their specific needs." said a shop owner who participated in the traceability of dettol in the uk.
at present, with the help of diversified ip activity gameplay and the "explosive power of fish schools" of more than one million product distributors, mengxiang technology has gathered a large number of high-quality upstream merchants and has sold more than 850 million products for more than 30,000 domestic and foreign brands.
"mengxiang technology is undoubtedly the best partner for reckitt benckiser group and dettol to enter the private sector. in the next step, we will deepen the cooperation to bring high-value, cost-effective products to every family and every person in china, and protect the healthy lives of more people." the head of reckitt benckiser china said that through cooperation with mengxiang technology, dettol and other brands under reckitt benckiser can more effectively reach target consumers and increase brand awareness and market share. at the same time, this is also one of the important strategies of reckitt benckiser group to deepen its localization strategy in the chinese market and strengthen cooperation with private sector platforms.
in addition to sales cooperation, during this traceability event, under the organization of mengxiang technology, the store owners participated in a charity event organized by dettol and kunshan charity association, and went to kunshan zhou huosheng hope project volunteer association to participate in the "caring for students in difficulties" charity event. at the event, the dettol brand manager said: "in the future, for every product we sell at mengxiang technology, reckitt benckiser will donate a portion of its profits to support poor students with good character and academic performance."
correspondent liu yang
