P&G’s Whis­per qui­etly goes for premium qual­ity

China Daily (USA) - - BUSINESS - By FAN­FEIFEI fan­feifei@chinadaily.com.cn

Global house­hold and con­sumer prod­ucts gi­ant Proc­ter & Gam­ble Co said it is mak­ing a drive to in­tro­duce into the Chi­nese mar­ket more high-tech and premium hy­giene prod­ucts for Whis­per, its fe­male-care range, to speed up the brand’s fo­cus on more lu­cra­tive premium prod­ucts.

He­sham To­hamy, pres­i­dent of Greater China Feminine Care, said Chi­nese women are now very de­mand­ing about qual­ity an­dare will­ing to pay­moreto get bet­ter qual­ity.

“That’s why Whis­per is in­no­vat­ing and bring­ing (new) tech­nolo­gies into ev­ery lineup of our prod­ucts,” he said.

“Chi­nese con­sumers’ ex­pec­ta­tions of high-qual­ity prod­ucts are the fastest­grow­ing around the world,” said To­hamy.

He added that the com­pany would speed up the in­tro­duc­tion of ad­vanced tech­nolo­gies and premium prod­ucts in­China and man­u­fac­ture prod­ucts tai­lored for Chi­nese clients to sat­isfy their ever-in­creas­ing de­mands.

Whis­per launched its foam san­i­tary pads in China re­cently. The prod­uct has adopted FlexFoam, a ma­te­rial that can ab­sorb 10 times its weight in liq­uids and re­main con­toured to the hu­man body, to elim­i­nate leak­age. The pads are cur­rently only man­u­fac­tured in Canada and Hun­gary.

To­hamy said that for the past few years the Chi­nese mar­ket’s needs had ad­vanced He­sham To­hamy, quickly and Whis­per had not al­ways kept up but was now mov­ing tomeet that de­mand.

“There has been a big shift in our com­mit­ment to meet but also to drive pre­mi­umqual­ity (prod­ucts) that con­sumers are look­ing for,” he added.

China is the fifth coun­try to sell the new Whis­per foam pads af­ter the United States, Canada, theUnited King­dom and Italy. The com­pany also said it plans to in­crease tech­no­log­i­cal in­no­va­tion in its prod­uct lineup and bring out more high-end prod­ucts in the fu­ture.

P&G said ear­lier it had com­mit­ted to in­vest­ing in China to be­come more high­end in the con­sumer mar­ket, pushed by in­creased com­pe­ti­tion from other brands and premium prod­ucts. The con­sumer group said com­pe­ti­tion had been hot­ting up, ratch­et­ing up the pres­sure on the ma­jor play­ers.

In fis­cal year 2016, the US-based con­sumer goods com­pany re­ported a 5 per­cent year-on-year de­cline in or­ganic sales in­China, its sec­ond-big­gest mar­ket.

It said as a re­sult it was set to en­hance its group prod­uct port­fo­lio with more prod­uct in­no­va­tions and premium of­fer­ings.

Neil Wang, pres­i­dent of Greater China of mar­ket re­search agen­cyFrost& Sul­li­van, said: “With in­creas­ing liv­ing stan­dards and more and more health con­scious­ness in China, women have higher de­mands of san­i­tary pads for their func­tion, com­fort, safety and health re­quire­ments.”

The grow­ing de­mand of con­sumers was, he said, stim­u­lat­ing a steady in­crease in the san­i­tary pads mar­ket.

Wang added that con­sumers tended to buy niche brands that com­plied with their in­di­vid­ual wishes and re­quire­ments, while most of P&G’s prod­ucts were po­si­tioned at ba­sic re­quire­ment lev­els.

He said that Whis­per could achieve a com­pre­hen­sive brand up­grade with the launch of the new pads to at­tract more con­sumers.

Wang added that P&G needed to un­der­take more de­tailed anal­y­sis tar­geted at con­sumers’ needs in China, fo­cus on its core busi­ness and in­no­vate re­tail chan­nels to re­al­ize the high-end trans­for­ma­tion of its prod­uct base.

Chi­nese con­sumers’ ex­pec­ta­tions of high-qual­ity prod­ucts are the fastest-grow­ing around the world.”

pres­i­dent of Greater China Feminine Care of Proc­ter & Gam­ble Co year-on-year de­cline in or­ganic sales in China re­ported by P&G in its fis­cal year 2016

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