Brand Matrix and Breakthrough in the Global Market

Project Overview:

Since its establishment in 1912, Shanghai MAXAM Company Limited has always been a historical witness and promoter of China's oral care industry. Over the course of its century-long development, the company has accumulated profound brand assets, boasting multiple classic brands that carry national memories, such as "MAXAM", "Zhonghua", "Shanghai", and "Liulanshang", which were born in different historical periods such as 1931, 1954, 1969, and 1940, respectively, forming a unique brand matrix. However, against the backdrop of global consumption upgrading and intensified market competition, the company faces multiple challenges such as low brand awareness overseas, differences in consumer preferences, cultural barriers, regulatory complexity, and global economic fluctuations. How to break through international market barriers while maintaining a loyal user base domestically has become the core proposition for the company's development.

Main innovations and achievements:

• Differentiated operation of multi-tiered brand matrix: The company has established a brand system that covers different consumer groups and price ranges. From the historical heritage of the "Zhonghua" brand, to the classic legacy of "MAXAM", to the niche positioning of brands such as "Shanghai" and "Liulanshang", a complete product echelon has been formed. Through precise brand positioning and differentiated marketing, the company has maintained a stable base of loyal users in the domestic oral care market, while meeting the diverse needs of consumers at different levels.
• Digital marketing and brand rejuvenation breakthrough: Facing the new generation of consumer groups, the company actively embraces the digital trend, achieving brand reach and deep interaction through emerging platforms such as TikTok, Xiaohongshu, and Xiaomi. The exposure on the TikTok platform has exceeded 100 million, successfully ranking first in the stain removal category; the comprehensive layout of mainstream e-commerce channels such as Tmall Supermarket, JD Supermarket, and Hema has enabled the brand to maintain its classic image while radiating new vitality. The effective implementation of the digital brand pavilion and diversified brand communication strategy has significantly enhanced the brand's recognition and favorability among young consumer groups.
• "STP" Strategy and Global Layout for Export Business: For overseas markets, the company has established an export strategy centered on "STP" - reliability (quality, delivery, service), Chinese supply chain advantages, and social responsibility. Leveraging this strategy, the company's export business has covered 42 countries and regions along the "Belt and Road", and has completed product registration in another 19 countries and regions. As a demonstration enterprise for China's self-owned brand exports, MAXAM has become one of China's largest toothpaste exporters, establishing a reliable image of "Made in China" in the international market.
• Product upgrading and opportunity grasping under the trend of high-endization: Faced with the growing global demand for high-end toothpaste, the company relies on its robust R&D and quality assurance system to actively develop high-end product lines such as efficacy-based and natural ingredient products. At the same time, leveraging the momentum of national policies such as the Belt and Road Initiative, the company continues to expand into emerging markets, effectively connecting its century-old quality with international market demands, achieving a dual enhancement of brand value and market share.

Through precise operation of a multi-tiered brand matrix and strategic layout in the global market, Shanghai MAXAM Company Limited, Ltd. has successfully made the leap from a local classic brand to an international player in the oral care market. The company not only maintains a strong brand foundation in the domestic market but has also established a stable business network in 42 countries and regions. Facing challenges such as increasing recognition of overseas brands and differences in consumer preferences, the company continues to explore with an attitude of "learning, adapting, and smiling". It carries on the aspirations of its predecessors, shoulders the responsibility of national industrial development, unleashes the ambitions of its generation, ignites the light of the rise of domestic brands, and writes a new chapter for Chinese brands on the global oral care stage.