对话许清流先生 | 果断做 “减法”，恒安如何赢得1.6亿家庭的认可？

Core Viewpoint - Hengan Group is committed to a strategic return, focusing on quality as its core, with a belief that "brand is the moat for all enterprises" [1][4] Group 1: Strategic Focus and Transformation - After taking over in 2021, the company faced strategic misalignment due to blind diversification, leading to a lack of consumer recognition despite high brand awareness [4][5] - The company initiated a strategic contraction and transformation, refocusing on three core pillars: sanitary napkins, tissue products, and diapers (both infant and adult) [5][6] Group 2: Insights from Transformation - The company emphasizes that product quality must never be compromised, as it is fundamental to brand positioning, and lowering product standards for short-term gains can harm brand reputation [7] - To meet the growing consumer demand for emotional value, significant investments were made in product packaging and design, including collaborations with renowned designers to create special edition products [7] Group 3: International Expansion Challenges - Hengan is actively restarting its international expansion but faces challenges, particularly the lack of brand influence in overseas markets, which is crucial for establishing a foothold [9] - The company recognizes that successful international ventures require bold entrepreneurial spirit and substantial investment, advocating for a strategy of significant resource allocation rather than tentative investments [9][10] Group 4: Long-term Success Strategy - The core of achieving long-term success lies in adhering to long-termism, especially in brand building, with separate budgets for brand and sales to ensure sustained investment in brand assets [12] - Hengan has been an early adopter of digital transformation since 2012, focusing on using data to better understand consumer needs, particularly the interests of the next generation [12] - The company faces challenges in finding versatile talent who can integrate advertising creativity, consumer insights, supply chain knowledge, and market trends to enhance brand appeal [12]