Based on the strategic planning and brand development needs, in order to better serve the vast number of consumers, our company has decided to officially change its name from “JALA (Group) Co., Ltd.” to “Shanghai CHANDO Group Co., Ltd.”(CHANDO Group) Recently, JALA (Group) Co., Ltd. officially announced the name change to CHANDO Group.
Changing a name is not a trivial matter for any company. Behind a minor alteration in the name often lies well-considered strategic decision-making. So why did JALA Group, which already enjoys high popularity in the beauty industry, choose to rename itself as CHANDO Group?
Representing the top beauty brand in China
Public information shows that CHANDO Group was established in 2001 and has successfully built a multi-brand matrix with CHANDO as the cornerstone brand, and segmented market brands such as Maysu, Botanical Wisdom, Spring Summer, and ASSASSINA, as well as scientific skincare brand brands like Biorrier and Imine.
Undoubtedly, among these seven brands, CHANDO has the highest brand awareness, influence, and brand exposure, both within the industry and among consumers. According to Kantar’s recently released 2023 annual report, CHANDO has consistently ranked first among Chinese brands in the skincare category for three consecutive years.
Positioned as a natural high-tech brand originating from the Himalayas, CHANDO has a development history of 23 years and is widely recognized in the Chinese beauty market. It is reported that from 2001 to 2023, CHANDO was the only Chinese brand that consistently ranked among the top market share for more than a decade.
Moreover, CHANDO has performed exceptionally well in annual promotions over the years. It has not only won the top spot among Chinese brands multiple times during Chinese Double 11 Shopping Festival but has also become a regular on the rankings for masks, toner, and other segmented areas. For example, during the 2023 Chinese Double 11 Shopping Festival, CHANDO ranked among the top three Chinese beauty brands on five major e-commerce platforms including Tmall, JD.com, Douyin (Chinese version of TikTok), Vipshop, and Pinduoduo.
In terms of offline channels, CHANDO’s products have covered over 40,000 offline locations nationwide and have established partnerships with well-known offline chain stores such as Watsons, Gialen, JMZ, and Hulixiaoyao.
From a product perspective, since its inception, CHANDO has created numerous high-quality products that have resonated with consumers. For example, CHANDO Pure Nutrient Lotion has sold over 80 million bottles since its launch. The first CHANDO Time Frozen Essence, which incorporates CHANDO Group’s independently developed ingredient, HiMurchaSin, has gained the favor of countless consumers due to its efficient and gentle repair and anti-aging effects. CHANDO Himalayan Essence launched in August last year, has been leading among similar products, ranking first in Tmall’s beauty and essence categories for Chinese products, achieving the true meaning of explosive sales upon its release.
In terms of the broad scope of brand coverage, extensive influence, and deep impression in the minds of consumers, CHANDO is undoubtedly a prominent figure in the Chinese beauty industry and a strong representative of top beauty brands in China.
Regarding the name change, Zheng Chunying, Chairman of CHANDO Group, stated that it was primarily based on consumer considerations. CHANDO brand has been deeply rooted in the market for many years, and from the perspective of consumers, its brand awareness is deeply ingrained, far exceeding that of JALA Group.
It is worth mentioning that the renaming of JALA Group to CHANDO Group aligns with the practices of international beauty conglomerates. International beauty conglomerates such as L’Oréal, Shiseido, and Estée Lauder all use their core brands as the group’s name, aiming to help consumers better understand and comprehend the entire group through well-known brands as windows.
“The vanguard” within the group
In fact, the CHANDO brand not only enjoys strong brand recognition among consumers but also plays the role of a “vanguard” and “leader” within the CHANDO Group. In various innovative transformations within the group, CHANDO brand always takes the lead and leads other brands of CHANDO Group forward with excellent performance.
As is well known, in 2020, CHANDO Group took the lead in initiating the digital transformation and became the first enterprise in the beauty industry to implement the “one inventory” model. And CHANDO was the brand that pioneered this initiative. In December 2020, CHANDO was the first brand to implement the “one inventory” model.
Subsequently, as the “one inventory” model gradually expanded within CHANDO Group and CHANDO achieved remarkable results in this model, other brands under the group also entered the “one inventory” system.
The CHANDO Cloud Store system, based on the “one inventory” model, helps stores achieve integrated online and offline sales and assists in their growth. As the first brand within the group to try the cloud store model, CHANDO has been highly successful. For example, in the “T+ Brand Private Domain Value List” of Tencent Smart Retail in 2022, CHANDO successfully made the list with the characteristic of “upgrading traditional stores to digitally integrated super stores combining online cloud stores and offline stores”.
Furthermore, following the successful trial of CHANDO Cloud Store, other brands within CHANDO Group have also followed in CHANDO’s footsteps and joined the cloud store system. It can be said that under the leadership of the CHANDO brand, the digital transformation of CHANDO Group is gradually deepening and achieving phased success.
For example, in the group’s ESG (Environment, Social, and Governance) strategy, CHANDO is the first brand to play a model role. It is reported that as early as 2018, CHANDO Pure Nutrient Lotion packaging was upgraded to the world’s first one-time injection molded eco-friendly packaging. The packaging, developed by scientists from seven countries over a year, not only improves production efficiency and reduces energy consumption but also reduces 90% of carbon dioxide emissions. The CHANDO Himalayan Green Tea Clay Purifying Mask starts from the raw materials, using tea extract, freeze-dried tea powder, and tea residue to make tea powder, and all materials are used in the product without waste.
With the targets of carbon peaking and carbon neutrality included in the national development strategy, China is entering a new stage of low-carbon development, where low-carbonization and zero-carbon emissions have become new symbols of China’s modernization and high-quality development. It can be said that CHANDO’s low-carbon, environmentally friendly, and sustainable development is at the forefront of the industry.
Another noteworthy point is that CHANDO brand has been promoting the Himalayas for seven years, and this not only involves the dissemination and construction of brand culture but also an important part of CHANDO Group’s ESG. It is reported that as a non-publicly listed company, CHANDO Group has released ESG reports for 11 consecutive years, setting a pioneering benchmark for the beauty industry.
In terms of going global, CHANDO is also a pioneer. As early as 2018, CHANDO launched its international expansion strategy and started selling products worldwide through Tmall’s overseas platform. It is worth mentioning that during last year’s Double Eleven, CHANDO’s international business achieved double first place in sales of Chinese brands on two e-commerce platforms in Malaysia, Shopee and Lazada, with retail sales surpassing those of the second-place brand twice and the third-place brand tenfold.
As the cornerstone brand of CHANDO Group, CHANDO not only occupies a place in the Chinese beauty industry with its outstanding achievements but also plays the role of a leader in various transformations and innovations within the group, such as digital transformation, ESG strategy, and international expansion. It sets an example and paves the way for internal changes within the group, leading other sister brands forward.
CHANDO Group, a new starting point
More importantly, this renaming is a significant signal of CHANDO Group actively seeking change. After 23 years of development on the path of serving consumers, CHANDO Group has become adept. In the new wave of consumption, CHANDO Group has taken a leading position in the industry, embarking on digital transformation. Currently, with digital technology and product technology as the driving forces, the group has successfully transformed from a traditional enterprise into a technology-driven beauty and cosmetics company.
This year, CHANDO Group has launched a new 3.0 strategy, which can be divided into four aspects: first, focusing on beauty, making beauty and health the core industry; second, leveraging multiple brands to build a distinctive brand portfolio, understanding consumers’ different needs, and delivering the best products; third, adopting a full business format, making products available across all platforms, meeting consumers’ purchasing needs anytime and anywhere, and providing better service; fourth, internationalization. For Chinese companies, going global is not a choice but a necessary path, just like the digital transformation initiated by the group in 2020.
Zheng Chunying has set a new vision for the group’s 3.0 strategy, which is to become the leading technology-driven beauty and cosmetics company in China and the world. He stated, “Starting from 2024, the group will have three growth drivers: first, expanding the influence of the core brand CHANDO to drive the overall development of the group’s business across all platforms and globally; second, focusing resources on developing channels that are close to consumers; and finally, adjusting and improving brands, product assortments, marketing methods, and more.”
Undoubtedly, since the renaming, the group has officially entered the “CHANDO era.” Standing at a new starting point, CHANDO Group will continue to provide consumers with high-quality products and services, strengthen the three major characteristics of “Himalayan elements, Eastern aesthetics, and technological leadership,” expand the three major advantages of “full industry chain, all-channel, and digitalization across all areas,” and explore broader international markets, allowing Chinese beauty brands to have a more promising future.
It can be seen that from product technology to digital technology and sustainable development, the three driving forces of CHANDO Group towards the future are in place. In the new era of “CHANDO,” this shining star of Chinese cosmetics will undoubtedly become even more brilliant.
