Liby Was the Only Enterprise of the Industry Ranking among “People’s favorite Chinese Brands” and Had Taken the Leading Position for a Decade on the Basis of Science and Technology

On May 10, during the 3rd “China Brand Day”, a series of activities of China Brand Day, which was organized by seven central ministries and commissions such as the National Development and Reform Commission, the Ministry of Industry and Information Technology and the Publicity Department of the Communist Party of China, were carried out in Shanghai with nearly a thousand Chinese and foreign guests from all sectors of society participating.

As a leading brand of laundry care industry, Liby was invited to attend China Brand Expo and “2019 China Brand Day 5.10 Party” guided by the Xinhua News Agency and the Press Center of the State-owned Assets Supervision and Administration Commission of the State Council and sponsored by the National Brand Project Office of the Xinhua News Agency. It was remarkable that Liby is the only laundry detergent brand to be voted as one of the “People's Favourite Chinese Brand” by Chinese consumers, standing out of more than 800 brands.

Among numerous national brands participating in China Brand Day activities, Liby is absolutely an outstanding one.

A whole series of Liby products had been the best seller in China from 2009 to 2018 and Liby was an unquestioned leading brand of the daily chemical industry. 2018 Kantar Worldpanel Brand Footprint Report indicated that Liby ranked among top 10 Chinese bands winning the consumers’ preference as the only daily chemical brand. 2018 Kantar Worldpanel research data shows that Liby is used in seven out of ten households in China.

In the past 25 years, Liby, a private enterprise rising with the reform and opening-up, went through trials and developed into a pioneer of Chinese daily chemical industry. Liby is a representative of the emerging Chinese national brands no matter in accurately mastering the market trend or keeping improving products.

A benchmark of innovating laundry care products

A principle line has always run through Liby's road to success behind efficient management. It is technological innovation.

Since its establishment, Liby has highly valued technical R&D and promoted upgrading of Chinese laundry care industry. It is just because of this that Liby stands out of foreign brands and maintains the leading position. President of Liby Group Chen Kaixuan said: “Technological innovation is the primary productive force. It also makes sense now.“

After 25 years of accumulation, Liby has one "postdoctoral scientific research station" , the only one "academician enterprise station" of the industry, one "Key Laboratory of Green Cleaning Products of Chinese Light Industry", two“high-technical enterprises”and four "provincial level technical R&D centers". Besides, LIBY signs a strategic cooperation agreement with Danish company Novozymes, a world-leader in biotechnology, witnessed by HM Queen Margrethe II of Denmark.

Till now, Liby has disclosed 197 patents for laundry care, and Liby laboratory has passed 163 CNAS certifications and obtained 98 authorized patents for invention, which is far more than the average of the industry. High-tech products account for 70% of new products developed by the Innovation and R&D Center every year. Furthermore, Liby has organized or participated in the development of 28 international, national and industrial standards and more than 10 national standards for raw materials. Material standards developed by Liby are industry-leading in both quality and safety.

The leading role in standard is a tag essential for first-class enterprises. The analysis and test center of Liby has been reviewed and approved by the laboratory of China National Accreditation (CNAS) and is technically capable of carrying out detection according to relevant international standards, which engages in 79 projects of 11 categories of daily chemical products ahead of the domestic daily chemical industry. Approved to be affixed with “CNAS” and ILAC-MRA and recognized by 65 organizations of 50 countries/regions, the test report issued by Liby truly achieves the effect of one-off test and international mutual recognition.

Seize the initiative through transformation and upgrading

The development of the times never stops and keeps testing awareness and ability of enterprises to advance with it.

Presently, China's economy is stepping into high-quality development stage from high-speed growth stage, consumers concern more and more about a beautiful life and health, and high-quality, green and healthy products are becoming a general consumption trend. Cleaning product, as one of the most commonly contacted and used by consumers, is the first to be challenged by transformation and upgrading. Consumers require more and more for natural and green laundry care products.  

Facing people's pressing need for a beautiful life, Chinese daily chemical enterprises should realize transformation and upgrading as quickly as possible and produce innovative products in better consistent with market demand.

“The key for the daily chemical industry to win in future is to depend on technological innovation and conform to consumer demand.” In Liby's point of view, Chinese brands can facilitate the daily chemical industry to develop in a high-quality, green and healthy direction through technological innovation.

Specific to laundry care products which consumers increasingly concern about, Liby leads constant technological upgrading of the industry. It is reported that Liby is one of the first green manufacturing demonstration enterprises, and 38 of 58 household detergents in the first green design products are produced by Liby .There are 46 authorized patents for invention relating to green and environmental protection among 197 patents disclosed Liby owned. “Concentration of washing powder” won Chinese Patent Excellence Award.

Product is the carrier of brand and core competitiveness. While improving traditional washing technology, Liby strengthens combined application and development of key technology. Backed by strong R&D strength, Liby launched natural liquid soap and other laundry care products in consistent with combining washing&caring and green&healthy concept in recent years, which were highly recognized by the market. For example, Liby took the lead in launching industry-leading products such as the first soap with enzyme particle in the world and the first washing powder and detergent with enzyme in China.

Presently, all Liby products contain polymers and can decrease the dirt deposition, making clothes fluffy and soft. All products pass third-party non-irritationn test and have a mild and skin-friendly formula. Laundry detergents contain no flourescent whitening agent. Besides, more than 70% of raw materials of detergents are renewable resources.

Facing a new round of consumption upgrading, Liby has always gotten ahead. In future, Liby will launch more untraditional and revolutionary laundry care products with a brand new formula.

In these ever-changing and selective days, Liby bloomed on China Brand Day and the only laundry detergent brand to be voted as one of the “People's Favourite Chinese Brand” by Chinese consumers , which not only summarized glories but also started a new journey of Liby. As a national brand driven by technological innovation, Liby will certainly set up a milestone with China's economic rise.