On May 14-16, 2023, the 30th International Technology Exhibition on Household Paper was held in Nanjing. At the exhibition, the reporter of Household Paper interviewed Mr. William Deng, the Chairman and General Manager of Kingdom Healthcare, who introduced the secret of Kingdom Healthcare's eternal vitality in the market.

1.Taking hold of the pain points of the times and setting off a revolutionary wave.

Born in Hong Kong, Mr. William Deng was employed by foreign-funded foreign firms after graduation and has accumulated a lot of international FMCG market experience. In 1997, after more than a year of research, Mr. William Deng learned that sanitary napkins had a relatively fixed demand as daily consumer goods, and at the time, there was a large market space in China for less penetration rate of sanitary napkins. Combined with his own strengths, he finally entered the sanitary napkin industry in China.

Mr. William Deng believes that what is the most challenging was in the past 25 years is how to find a breakthrough when starting the business. After investigation, it was found that ordinary sanitary napkins could not provide comprehensive health protection. Therefore, Kingdom Healthcare took the lead in designing an antibacterial and bacteriostatic health formula, using novel and unique packaging, introducing unique reusable and bacteria-isolating environmental protection designs such as easy-to-pull stickers and locks, and revolutionarily introducing the blue core sheet quick-acting permeation-guiding design. Finally, ABC, the brand-new sanitary towel brand of the company, set off a "blue core" storm in the market and quickly led the revolutionary wave of sanitary towel structure. "It is precisely because of the advanced consciousness allowing us accurately cut into the 'pain point' of the era that we can open the market at the beginning." Mr. William Deng concluded.

2.By innovation and upgrading, looking for a breakthrough in differentiation.
In the past 25 years, with the progress of science and technology, the demand of consumers has been constantly changing, and Kingdom Healthcare has also continuously upgraded and iterated its original products. Kingdom Healthcare has been developing new materials, new processes and technologies jointly with upstream and downstream enterprises, so as to find breakthroughs in differentiated products. For the newly launched breathing sanitary napkin, the bionic lotus stem hollow core technology was applied, breaking through the traditional core technology. Not only that, in terms of packaging, Kingdom Healthcare constantly upgrades the packaging of various brands according to the latest aesthetic preferences of product targeted people, making consumers' consumption experience more pleasant. As for wet wipes, Kingdom Healthcare has launched functional products, such as wet wipes for makeup removal and sanitary wipes for private parts, giving full play to the brand's unique health formula advantages and meet the special needs of consumers in some specific use scenarios, which are deeply loved by consumers.

3.Implanting innovative DNA and strictly controlling quality
In recent years, under the context of the obvious overcapacity and fierce competition in the industry, the ABC brand under Kingdom Healthcare can still maintain its competitiveness and win the favor of a new generation of consumers. Mr. William Deng believed that "building mid-to-high end national brands and cultivating national health awareness" is the secret behind it. "After nearly 40 years of reform and opening up, China's personal hygiene products industry has matured. Kingdom Healthcare's 'ABC' and 'Free' brands, based on the in-depth understanding and accurate grasp of the psychology of local consumers, have established a strong market position in the domestic sanitary napkins and pads market segment through clear brand positioning and clear brand image."

Mr. William Deng emphasized that product quality is Kingdom Healthcare's greatest concern. In the course of 25 years' development, Kingdom Healthcare always regards the quality of products as its lifeline. "We have established a comprehensive and constantly updated quality control system, formulated the access system for qualified suppliers and foundries, improved the training system, and conducted all-staff training from time to time to enhance employees' quality awareness and ensure that our products can meet or even exceed the expectations of consumers."

At the end of the interview, Mr. William Deng made a suggestion to those who are new to the business: "In the general environment of industrial internal competition in China, pure processing is too substitutable, and you must have your own DNA to survive better in this industry." Obviously, Kingdom Healthcare has found its own DNA, implanted innovative genes and constantly solved the pain points of the times, which is the cornerstone for enterprises to stand on the industry.