BaWang International (Group) Holding Limited ("BaWang" or the "Group") primarily designs, manufactures and markets Chinese herbal shampoo and hair-care products as well as other home and personal care products. Awarded the 中國馳名商標 (Well-known Trademark of China) in 2007, 霸王 (Bawang) brand has become the leading Chinese brand in the overall shampoo market in the PRC.
According to Euromonitor, 霸王 (Bawang) brand had the largest market share among all Chinese brands in the overall shampoo market in the PRC in terms of retail sales in 2007 and the first half of 2008 of approximately 6.2% and 7.6%, respectively. Its market share in the Chinese herbal shampoo market in the PRC in terms of retail sales in 2006, 2007 and the first half of 2008 were approximately 24.3%, 43.5% and 46.3%, respectively, far ahead of the 2nd players. The Group has a multi-brand portfolio targeting at medium and high end markets, apart from the 霸王 (Bawang) brand, in May 2009 the Group has introduced a new brand 追風 (Royal Wind) to further enhance its brand portfolio.
There is huge growth potential for the shampoo and hair-care market in the PRC. The average hair-care products consumption per capita in China in 2007 was only 0.30 liters per year, much lower than developed Western and Asian countries, such as the USA and South Korea which recorded 2.0 liters and 1.1 liters in average hair-care consumption per capita in 2007. Chinese consumers are becoming increasingly conscious of their health and lifestyle which has led to increased demand for Chinese herbal shampoo. There is a robust growth underway in the Chinese herbal hair-care market in the PRC. According to Euromonitor, annual retail sales of Chinese herbal shampoo products in China increased from RMB418 million in 2002 to RMB1,982 million in 2007, representing a CAGR of 36.5%, much higher than any other hair-care product category.
The Group's research and development team is capable to combine its proprietary formulae, technologies, accumulated experience and knowledge in the Chinese herbal shampoo and hair-care market in the PRC. The Group adapts to the ever-changing market trends by offering Chinese herbal HPC products that match consumer preferences and demand.
In addition, the research and development team of the Group cooperates with universities and associations in the PRC to develop new techniques and know-how. The Group's continuous effort in research and development enables BaWang to maintain and strengthen its leadership, competitiveness and profitability in the market.
BaWang generally sells its products through distributors and retailers. As of 31 December 2008, the Group's extensive distribution and retail network comprised of 567 distributors and 46 KA retailers, covering 24 provinces and four municipalities in the PRC as well as Hong Kong, Macau and Singapore.
The Group has successfully implemented innovative and effective BaWang brand image through multi-faceted advertising and marketing strategies including (i) television commercials and sponsorship of television programs; (ii) advertising in newspapers, magazines, the Internet, public transportation, billboards, banners and kiosks; (iii) strategically selecting suitable celebrities as brand ambassadors; (iv) organizing regular and frequent in-store marketing activities and roadshows; and (v) attending particular Chinese herbal-related events to market its products.
updated 3rd July, 2009
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