After Dabao married Johnson & Johnson, she didn't spend too much R&D expenses on Dabao, but made some updates and channel optimization on Dabao's product line, and made some fine-tuning on product packaging and marketing.

This is basically the consistent way for foreign investors to deal with local brands. Johnson & Johnson's attitude towards Dabao is marginalized and has not reshaped its most critical brand image.

To put it bluntly, after Johnson & Johnson acquired Dabao, he gradually "hid" Dabao and then covered the market share with his own products.

Dabao development process

From 65438 to 0985, Beijing Sanlu Factory (the predecessor of Beijing Dabao Cosmetics Co., Ltd.) produced eye cream, senile plaque cream, slimming cream, breast cream and other products, which sold well all over the country in the era of material shortage.

In the same year, Johnson & Johnson established its first joint venture in China, and then began the crazy road of product dumping and merger. 1990, Sanlu Factory launched a series of SOD cosmetic products, the most famous of which was Dabao SOD Secret, which sold tens of millions of bottles every year at its best in the 1990s.

From 65438 to 0998, Dabao products became the sales champion of similar products in China for the first time, and won the title of "China Famous Trademark" in 1999. Also in this year, Beijing Sanlu Factory was officially renamed as "Beijing Dabao Cosmetics Co., Ltd." through share reform, which was the peak of Dabao.