Top Biz News

Keon's brand saga

By Li Huayu (chinadaily.com.cn)
Updated: 2006-08-14 17:29

An ad on Keon daily-use chemicals. Nafine Industry Group Co Ltd, the producer of Keon, has four series of products - tourism, daily-used chemical products, industry chemicals and medicines. [chinadaily.com.cn]

When foreign brands were still competing for a slice in the market, Keon, priced at 2 yuan per bag, had become a luxury brand in countryside and secured its foothold there. With its vast sale network, Keon washing powder's sales jumped from the 80,000 tons in 1995 to 235,000 tons in 1997.

In the years that followed, Keon launched a series of blitz tactics. As a result, Keon was honored by the Shanghai Municipal Center of Commerce as the Good Selling Brand in Local Market in 2002.

From 2002 on, Keon entered its brand development period. On the one hand, Keon launched a series of ads featured by its image ambassador Pu Cunxin and other serial product ads; and on the other, it invested more efforts in social-benefit activities featuring the themes of environmental protection, love for mothers and so on.

Today, Keon brand enjoys a 96 percent popularity and a 35 percent top-of-mindness. Keon's annual sales value of daily-use chemical products stand at about 400,000 yuan, ranking the second nationwide, according to Wang Yuexuan, chairman and general manager of Nafine Chemical Industry Group Co Ltd.