The Inheritance And Strategic Transformation Of a Century-Old National Brand

Project Overview:

Shanghai MAXAM Company Limited is the founder of China's toothpaste industry, established in 1912 amidst the tide of industrial salvation. Since the development of China's first toothpaste by the China Chemical Industry Society, the company has gone through key stages such as joint ventures with Unilever, restructuring into the Shanghai Toothpaste Factory, and cooperation with Procter & Gamble in producing and exporting products in China. It boasts classic brands that carry national memories, including "MAXAM", "Zhonghua", "Shanghai", and "Liulanxiang". With the consumption upgrade in the new era and intensified global competition, the company faces the dual challenges of reshaping its brand image in the youth market and on the international stage, transforming "classic" into synonyms for "trustworthy" and "innovative". To this end, MAXAM is strategically moving from a traditional toothpaste manufacturer to a modern, global, and comprehensive oral care brand leader, based on its century-old quality.

Main innovations and achievements:

• Construction of a comprehensive oral care product matrix: Beyond the core toothpaste category, the company has successfully expanded into the Zhishang toothbrush series, household cleaning products, and small appliances series, forming a one-stop product layout covering the entire oral care scenario to meet consumers' diverse needs for a healthy lifestyle.
• Digital Transformation and Brand Communication Innovation: Actively embracing the digital era, the company has achieved in-depth deployment through mainstream e-commerce platforms such as Tmall Supermarket, JD Supermarket, and Hema, as well as emerging channels such as Tiktok, Xiaohongshu, and Xiaomi. The exposure on the Tiktok platform has exceeded 100 million, successfully ranking first in the stain removal category, effectively achieving brand rejuvenation and volume enhancement.
• Deepening of global market layout: The export business has covered 42 countries and regions along the "Belt and Road", with an additional 19 countries and regions having completed registration, making it a demonstration enterprise for China's self-owned brand exports. Through the "STP" strategy - namely, reliability (quality, delivery, service), China's supply chain advantages, and social responsibility - we continue to expand overseas markets.
• Establishment of a sustainable development system: The company fully implements the concept of green manufacturing, adopting environmentally friendly packaging such as APR recyclable tubes and FSC-certified single-use bags. The raw materials have passed EU REACH registration and RSPO certification, and the company adheres to non-animal testing, integrating environmental responsibility into the entire product lifecycle.

This series of strategic measures has enabled Shanghai MAXAM Company Limited to successfully inject new momentum of innovation and sustainable development while inheriting a century of craftsmanship. The company has successively won honors such as "Shanghai Time-honored Brand", "China Time-honored Brand", "Shanghai Souvenir", and "Self-owned Brand Export Demonstration Enterprise". It inherits the aspirations of its predecessors, shoulders the responsibility of national industrial development, and showcases the rise of domestic brands.