2014-08-02 16:49

 

Infinitus Mai Xingqiao: pass on healthy Chinese herbal medicine concept

 

Direct selling news August 2st (Nanfang Daily)  World Brand Lab has released the ranking list of 2014 China top 500 most valuable brands in Beijing. The well-known healthy product brand “Infinitus “ ranked 46 with the brand value about RMB 36,889,000,000.

As to the data, on 2005 China top 500 most valuable brands ranking list, the brand value of “Infinitus” was RMB 8,083,000,000,has doubled to RMB19,558,000,000 by 2011; Then increased to RMB36,889,000,000 by 2014 which means the brand value of “Infinitus” has nearly doubled in just three years.

Infinitus is the wholly-owned subsidiaries of the international famous sauce brand “Lee Kum Kee” Group.In 2009, Lee Kum Kee has changed the name of wholly-owned subsidiaries “Southern Lee Kum Kee” to Infinitus(China) Co., Ltd, and started industry paths called “walking by two legs” which are the direct selling of Chinese herbal medicine healthy product and a time-honored brand enterprise of soy sauce. Because of constant increasing of Infinitus value brand,has also caused broad attention in this industry. Why Infinitus value brand keeps increasing when face the competition from old-brand direct selling enterprises like Amway,Marykay and perfect? What is the future product strategy of Infinitus? Aiming at these questions, Mai Xiaoqiao, the director of corporate communications department of Lee Kum Kee Healthy Product Group, expressed that only the responsible enterprise can win the vote from consumers when he accepted the exclusive interview with Nanfang Daily.

Nanfang Daily: Infinitus value brand has three take-offs in such a short time,what is the reason behind?

Mai Xingqiao: All the brands that can be remembered by consumer must be the accumulation of time. What makes consumers to have such a rapid accumulation of brand? In 2005,our observation is culture ,then mission in 2011,now we think it should be responsibility. The evaluation host have better model to judge brand value from different ways such as brand sales amount, brand influence, customer loyalty. The brand value is the external data, on the dissemination of healthy concept, we have cooperated with China Association of Chinese Medicine on “Let Health care culture into every house “ from 2007, so far we have already held 3400 lectures and influenced more than 2,000,000 people; From 2010,we have brought in “Infinitus world walking day” activity which help people find the simplest exercise method and experience the feeling from heath. In the accumulation of brand, Infinitus has passed the healthy knowledge in such a simple and lifestyle way.

Nanfang Daily: How did the idea about Chinese herbal medicine industrialization mode come from?What degree of industrialization has been pushed to?

Mai Xingqiao:Our raw materials are from Chinese herbal medicine,but Chinese herbal medicine has a time period problem,that is when market has reached to a certain scale,the requirement to raw materials should be increased accordingly,it reflects not only in quantity,but also in quality.We have seen many examples in China that enterprises developed very fast but accidentally encountered with few limit downs because of the raw materials problem,which is a big warning to us.We should take precautions for enterprise’s development,any big enterprise should not only consider himself,but also see the front link,in the whole process of quality system,only to make sure the quality,quantity from raw materials ,then we can guarantee the output,furthermore we can keep the product’s brand value increasing.This is the prototype of industrialization idea.We started the management mode of industrialization planting from 2011 and passed the results evaluation from Domestic top chinese herbal medicine expert group which organized by Science and Technology office of Guangdong Province in May,2013,now we have successfully promoted ten products.

Nanfang Daily:Now Infinitus owns 5 series 6 brands,people contact most is the healthy food,will infinitus increase other plates afterwards?

Mai Xingqiao: The main product of Infinitus is healthy products which has accompanied the Infinitus’s growth.In future,healthy products are still our knock-out products,because it is our speciality and have development room in the way of  product form.This year is the 20th anniversary of Health Enhancement Oral Liquid on market,we have developed 2nd generation of Health Enhancement Oral Liquid in the shape of solid tablet instead of oral liquid and much easier to carry.In addition,immune is a permanent topic and a safeguard to our body.Of course we need to extent on this basis,take BeneLife series as an example.The things we get used to using if really take to the health level,it must be have certain requirement.Now we begin from water and present water purifier,maybe in future we will extent to sleep and present health pillow.