● 本报记者 乔翔 走进与上海家化（600315）董事长兼CEO林小海约定的会客室，中国证券报记者看到，桌上摆满了公司 今年计划上市的新品。这些新品如同他接手这家百年国货企业后，所要推出的种种新战略、新尝试一 般，正在接受市场的检验。 过去的上海家化，留给外界最深的印象或许是沉寂与徘徊。拥有六神、美加净等一众国民级品牌，却陷 入了"有品牌、无增长"的怪圈。问题究竟出在哪里？是电商渠道的屡屡挫败，还是品牌老化的无奈？在 林小海看来，这些都是表象，真正的病根深埋于企业的"骨架"之中。 曾经的上海家化，拥有一支庞大的销售团队以及全国29个经营部。不可否认，这是上海家化成功的基 石，却也成为其在电商时代转型的枷锁。林小海一针见血地说，这些年的发展症结是商业模式的问题以 及背后组织设计的问题。 看清了病灶，上海家化率先将改革利刃挥向了盘根错节的组织架构。一场围绕"从渠道驱动转向品牌驱 动"的深层变革，正在这家百年企业中激荡开来。 让品牌为自己而战 组织调整是骨架，产品创新则是血肉。上海家化的改革理念，最终需要通过一个个打动消费者的产品来 兑现。而六神"驱蚊蛋"的诞生与成功，成为了诠释其商业思想的一个典型案例。 这款体积 ...

Core Insights - Shanghai Jahwa is undergoing a significant transformation under the leadership of CEO Lin Xiaohai, shifting from a channel-driven model to a brand-driven approach [1][2][6] - The company reported a revenue of 3.478 billion yuan in the first half of 2025, marking a 4.75% year-on-year increase, and a net profit of 266 million yuan, up 11.66% [1] Organizational Changes - The core principle of the transformation is to dismantle the old channel-centric structure and establish a vertical system where brands operate as independent units [2] - Lin Xiaohai emphasized the importance of having a management team that understands the new strategy, which was formed through informal discussions in various settings [2][6] - The new organizational design has made the company more agile, allowing each brand to thrive independently [2][6] Product Innovation - Product innovation is a key focus, with the launch of the "Mosquito Repellent Egg" by the brand Six God, which caters to modern consumer needs and outdoor scenarios [3][4] - The new product design reflects a deep understanding of consumer behavior and market trends, despite having a similar profit margin to traditional products [3][4] - The company aims to create a matrix of billion-yuan products, with a target of three such products this year and ten next year [4][5] Research and Development - Lin Xiaohai is prioritizing R&D to ensure sustainable competitive advantages for the brands [4][5] - The company is increasing the number of co-created products with medical research institutions and is working on establishing industry standards [5] - Initiatives like the "Youth Training Camp" and the "Homecoming Plan" are being implemented to attract top talent and experienced professionals back to the company [5]