Recently, insiders have revealed that former Proya CMO Ye Wei is currently consulting for Shanghai Jahwa. In response, Shanghai Jahwa stated that Ye Wei is now an external brand marketing consultant for the company, providing consulting services for some of their brand marketing.
It is known that Ye Wei previously worked at Procter & Gamble. After joining Proya in 2018, he promoted the company’s major product strategy. Proya capitalized on the “early C, late A” trend, leveraging the success of the Ruby series, Yuanli series, and Double Anti series to frequently rank high in GMV during major online platform promotions. Last year, Proya surpassed Shanghai Jahwa in annual revenue, becoming the leading listed Chinese cosmetics company.
However, purely from a data perspective, Shanghai Jahwa has been going through inventory adjustments over the past few years. For example, the Herborist brand alone, to address brand dilution, reduced its product lines from 23 to 7 and streamlined its SKUs from over 700 to 178. Last year alone, it voluntarily gave up several hundred million yuan in revenue and profit.
In June this year, Lin Xiaohei, who previously worked at Procter & Gamble, Alibaba, and Sun Art Retail, officially became the chairman of Shanghai Jahwa. Subsequently, Chen Min, who had held positions at L’Oréal China and Coty China, was announced as the general manager of Shanghai Jahwa’s beauty division.
The new organizational and personnel changes may bring new business strategies to Shanghai Jahwa.
