'If you want good skin, use Dabao in the morning and evening!'
'Da Bao see you tomorrow, Dabao, see you every day!'
Founded in 1985, the Chinese local brand Dabao, with these familiar and well-known slogans, has been with consumers for 30 years.
Even after Dabao was acquired by Johnson & Johnson in 2008 for RMB 2.3 billion, Dabao still adheres to the brand concept of “simple, pragmatic and caring”, and is committed to providing consumers with excellent value for money, simple and effective basic skin care products. .
Over 100 million sales, Dabao SOD Honey becomes the first facial moisturizer sold in China
Its classic product 'Dabao SOD Honey' sales have skyrocketed, and it has become the number one facial moisturizer in China – with annual sales exceeding 100,000,000 bottles, far exceeding the sales of other international first-line skin care products.
In recent years, with the trend of China's consumption upgrading and the rejuvenation of consumer groups, Dabao has also kept up with market demand, not only enriching its product line, but also launched 'SOD Moisturizing Cream', 'Clean Moisturizing Cleansing Milk', 'SOD Nourishing Hand Cream' , 'Clean and moisturizing sunscreen lotion', 'moisturizing shower gel' and 'fresh shower gel' and other products, but also upgrade their own packaging to enhance the consumer experience, enhance the brand image and identification of the series of products.
According to Dong Jiansheng, senior manager of the global packaging department of Johnson & Johnson's consumer products, Dabao SOD honey new packaging, mainly from the perspective of brand and consumer design, supply chain perspective design, packaging material manufacturing angle design, automated production angle and sustainable packaging design cut , to carry out all-round improvement and improvement.
Dong Jiansheng has more than 20 years of experience in packaging development, packaging manufacturing and polymer synthesis applications. He has worked in Johnson & Johnson for more than 9 years and witnessed the 'beautiful change' after Dabao was acquired by Johnson & Johnson.
Press-in safety flap, easy to use, anti-counterfeiting, cost savings
'The original Dabao SOD honey bottle has a screw cap. After some research and analysis, we found that the screw cap has a shortcoming. It requires two hands to open the lid, one hand to grasp the bottle body and one hand to screw the lid. This gives consumption. The person brought great inconvenience. 'Tong Jiansheng explained.
As a result, Johnson & Johnson has developed a new press-fit safety flip cover – now the bright red cap on the Dabao SOD honey, the flip cover design is easy to use, allowing consumers to operate with one hand, open and close the cap.
This small red cap is not only easy to open, but also has anti-counterfeiting features - the cap is covered with a plastic seal, and the intact tear strip tells the consumer that the cap has not been opened after packaging. When you need to use your finger to uncover and tear off the plastic seal (the strip has four connection points connected to the bottle cap), open the cover and use it.
'The new clamshell design eliminates the need for original inner plug components and saves about 100 tons of PP plastic per year,' added Dong Jiansheng. This flip-tie hinged design is durable and can be opened hundreds of times. The closure does not break. And the top flat design, the product can be inverted, so that consumers can use up the residual products in the bottle as much as possible.
The cap is injection-molded, the mold is closed, the complicated process is completed at one time, and the production cost is reduced by the high cavity number and large mold.
Optimize bottle design and improve automation
After renovating the bottle cap of Dabao, Johnson & Johnson also unified the size of the bottle of Dabao. The SOD refreshing moisturizing lotion and SOD snow skin honey were respectively changed from the original 90ml, 80g to 100ml, and one can be shared. Bottle caps.
'We also increase the bottom area by 20%, which avoids the bottle's lodging when the belt is transported; the curvature of the side of the bottle is increased by 20%, which prevents the bottle from being bottled on the conveyor belt. At the same time, the inner diameter of the bottle is increased and the filling is easy. , reduce the spillage of the material. 'Tong Jiansheng added.
Whether it is a uniform bottle size, sharing a bottle cap, or reshaping the bottom of the bottle, the curvature of the bottle is actually to optimize the bottle design to maximize and most efficient automated production. It is reported that after some transformation, The scrap rate of Dabao SOD honey packaging materials decreased from 5% to 0.3%.
Remove paper packaging and reduce carbon emissions
In addition to optimizing the bottle design, Johnson & Johnson also removed the original Dabao's flower carton packaging, 'not only reducing the production cost, but also eliminating the consumption of thousands of tons of paper per year, which is equivalent to cutting about 550,000 trees per year. Jiansheng said.
This is also a small step for Johnson & Johnson to implement sustainable development. Simplifying Dabao SOD honey packaging can reduce the carbon emissions of the entire supply chain by 1,524 tons.
New double-layer design, reduced digital printing and IP Traffic blessing
The careful 'Bao Powder' (Dabao fans) will also find that the new packaging of Dabao SOD Honey adopts a new double-layer design - adding two printing surfaces to carry more product information, while the upper and lower label surfaces are specially treated to ensure The upper and lower labels can be unraveled and bonded repeatedly.
The double-layer upgrade uses plastic labels to replace the paper labels in the original packaging, which not only meets the trend of lightweight packaging, but also resists extrusion, moisture, and wrinkle. At the same time, the label material is close to the bottle material, which is beneficial to environmental recycling after use. .
In particular, in recent years, the label of the bottle has been digitally printed, and there have been some more fancy changes:
For example, in 2015, the first SOD honey declaration bottle - on the label with a clear 'never mediocrity', 'uncommon', 'persistence', 'limited edition' and other words, spread 'Dabao every day to see' initial heart, always insist .
In 2016, the invitation to 'National Male God' Lin update and the iron hoe head that led the Chinese women's volleyball team to win the world championship - Lang Ping participated in the design of Dabao label, which gave birth to two limited edition Dabao SOD honey, which once became the net red explosion.
The Gourd Music Gift Set in 2017, the user opens the gift box, and will find 6 bottles of Dabao SOD honey neatly arranged. The lid is attached with a gourd hand drawing. The user can play the music according to the hidden piano keys of the gourd.
'The label design is combined with IP traffic, and it is integrated into animation, illustration and other elements. It is also an attempt by Dabao Packaging to adapt to the brand rejuvenation recently,' said Dong Jiansheng.
He said that this year's double eleven, Dabao will also be on the line with the packaging of new packaging materials, bringing new surprises to users.
Marriage Johnson 10In the year, the sales volume has tripled, and the initial heart has not changed.
In 2018, it happened to be the 10th anniversary of Johnson & Johnson's acquisition of Dabao. Since its acquisition, Johnson & Johnson has achieved a good result of doubling sales.
According to the Kaidu Consumer Index, as of the last 12 months of June 2018, China’s 1st to 5th tier cities projected a national survey of 170 million urban households. 'Daobao, with a family penetration rate of 21.5% and a personal penetration rate of 13.7%, won the 'double first' in two areas.
In 2018, WPP (the world's leading advertising communication group) and Kadah Huatong Mingluo jointly released the 'BrandZTM2018 Top 100 Most Valuable Chinese Brands' list. Dabao still has a brand value of 913 million US dollars. Top of the list.
No matter how the sales volume and brand value grow, the initial heart of Dabao has not changed. The principle of 'good quality and low price, health care' has not changed.
As Dong Jiansheng repeatedly stressed, 'Dabao's packaging innovation is in line with its brand positioning.' Classics need to be inherited, and innovation needs to be tried.
The evolution of Dabao Packaging also reflects the changes in the rigid packaging of FMCG – moving towards a full-featured direction and extending it in the direction of personalization, customization and intelligence.
'In the future, maybe we will see the packaged chips of FMCG, use AR technology, etc., to expand consumer use scenarios and enhance the consumer experience,' added Dong Jiansheng.
What will happen to the next big explosion package? We will wait and see.