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"The Attack on White Cat Dishwashing Liquid", with the help of Alibaba, has become a proud Chinese brand!


Mr. Zhao Chunyong, a national entrepreneur, may not have thought that the "Yongxing Brand" that he founded during the War of Resistance Against Japan, after going through several bankruptcies, and difficulties to safeguard it, later it would turn into a cute white cat, living in the memory of generations of people.
Today, WhiteCat will join hands with Alibaba to become a GSKA store and start a new journey to the sea for the "National Cleaning Enterprise" brand!


70-year-old "WhiteCat",

 "Clean memory" of generations of Chinese


Since 1959, when WhiteCat’s predecessor, Shanghai Yongxing Soap Factory, trial-produced China’s first package of synthetic laundry powder - the Gongnong brand synthetic laundry powder. The WhiteCat brand has pioneered China’s synthetic detergent industry and, at the same time, started the research and development of synthetic detergent products, technologies and equipment in China. The research and development of detergent products. It created countless "firsts".


In 1983, it launched China’s first ultra-concentrated laundry powder; in 1985, China’s first bottle of dishwashing detergent; in 1989, China’s first bottle of liquid laundry detergent... …Many honors made WhiteCat worthy of the name “China Well-known Trademark”, occupying the home cleaning memory of generations of people.



Baimao has a long history of brand development


More than just past honors, since the 1990s, the WhiteCat Group has used advanced domestic and foreign management concepts to devote itself to the development of state-owned enterprises and well-known state-owned brands, so that the company always maintained a rapid development.

It won the "China Well-known Trademark" in 1999, "China Time-honored Brand" in 2009, it became Cleaning Products Project Sponsor of Expo Shanghai China in 2010, and was awarded the TOP100 companies in the public satisfaction survey of China's independent brands in the 40th anniversary of reform and opening-up policies in 2018.


WhiteCat has solid and strong R&D capabilities: it has more than 30 R&D engineers, 22 invention patents, it is a Shanghai high-tech enterprise, a nationally recognized enterprise technology center, it has a complete supply chain system, 3 self-owned production plants, more than 10 OEM factories, and more than 30 distribution centers. The production and supply networks cover all of China.

Currently, the domestic annual sales of WhiteCat are about 2-3 billion yuan, and the main cleaning categories, such as dishwashing detergent, laundry powder, etc., have a market share of 15-16%.

It ranks among the best in China's dishwashing detergent market.


Some honorary awards of WhiteCat


Such a long-established enterprise, wearing the "national halo" will now join hands with Alibaba to start a new brand journey to the sea.

WhiteCat's grand dream of "becoming a part of China's business card" is about to go further! 



Good wine needs no bush

A one-million-dollar order from the international website made WhiteCat determined to become an international website’s GSKA store, and comprehensively accelerate the overseas e-commerce composition!



Screenshot of WhiteCat International Store


Before the overall strategic cooperation, WhiteCat had a 6-year-old store on Alibaba, but because the company only had a part-time person in charge of traditional export trade, the inquiries on the site could not be received in time, and online orders were transferred to the offline processing mode, making the business deal link and cycle even more lengthy.


At the beginning of this year, the epidemic suddenly attacked, and anti-epidemic and disinfection products such as hand sanitizer entered the hongliqi trade. During this period, WhiteCat received an order for hand sanitizer gel products from a British buyer on the international website.

However, the dangerous explosive properties of the gel (containing 75% alcohol) made WhiteCat, who had no previous export experience of such products, spend a lot of time to learn and complete various special certification procedures.


Despite having a potential range of products during the epidemic period, WhiteCat missed a hongliqi opportunity for cross-border e-commerce due to limited manpower and insufficient ability to operate the international platform.

After this "epidemic", WhiteCat's decision-makers gradually realized the importance of accelerating overseas online arrangements.


Also this year, WhiteCat was surprised and excited by an OEM customized million-dollar order from a Peruvian buyer on the international website.

Brands with a long history can always leave traces in people's memories.

This buyer from Peru, who learned of WhiteCat’s high-quality reputation in the Chinese market among the local Chinese, spontaneously searched for whiteCat’s related keywords on the international website, then entered WhiteCat’s international online shop and silently placed an order.

This unsolicited business made WhiteCat determined to join Alibaba GSKA and seize the new opportunity of "brand expanding into overseas markets"!




Becoming the international website GSKA, 

And jointly build the international influence of Chinese brands


In less than a month, WhiteCat decided to invest millions of yuan to join the international website and become an international website GSKA store.


WhiteCat and Alibaba GSKA Signing Ceremony


Speaking of the original intention of upgrading to GSKA, WhiteCat’s senior marketing manager Yu Cong said to us: “First of all, Alibaba is backed by the entire Alibaba digital ecosystem. We have no doubts about Alibaba’s ability to help enterprises.

Affected by the epidemic this year, many offline trades in foreign countries have been suspended, but we have seen that through international websites, B2B online transactions have become more prosperous. There are also plentiful settings, such as online live broadcasts, digital exhibitions, and holiday sales. The overall growth data is very remarkable, which makes us very excited.

Secondly, in the past, we were quite worried about the many and complicated procedures in all the aspects of the export trade, and we didn't know how much manpower we would need to do it well.

However, the international website can provide us with a complete digital solution for cross-border e-commerce, and we only need to focus on the core production and service links, which relieves us a lot of pressure.


Thirdly, by joining GSKA, WhiteCat will have the opportunity to occupy the core traffic of the website first, which also forecasts the formal digital integration of WhiteCat with international buyers.

We believe that what GSKA brings is not only inquiries and traffic, but also an important step in the establishment of international brands.

Using the products and services of the Alibaba platform, accelerating the online layout of the global market, establishing digital marketing, and continuing to enhance the international influence of the WhiteCat Group: all of these elements helped us to quickly decide to become an international GSKA. "


"Arrange the troops" on the international website,

Multi-platform two layouts


The integration of products and sales is what WhiteCat values.

This happens to be what the international website is good at.

For WhiteCat, the ability to expose the brand on the international website and conclude authentic transactions through it is killing two birds with one stone.


Some main products of White Cat International Station



1、Multi-platform layout in the construction station


In order to let the plan to expand into overseas markets proceed smoothly, WhiteCat re-arranged its troops on the international website. It will develop the already existing 6 years old store into the brand's benchmark flagship store, including the brand's promotion and the display of all categories of products.

Besides, 4 more sub-stores will be opened.

In line with the customization of the platform and the RTS, combined with the understanding of the characteristics of its main categories, WhiteCat has deployed its operating strategy.

For example, one store will focus on customization, mainly managing liquid laundry detergents and other products, and the other store will focus on RTS, mainly managing baby-related products.

Based on this, combining the rules of the platform and the characteristics of its product categories, the positioning and main direction of each store will be established well.

In the future, people will be marveled at WhiteCat’s close binding with the international website.



2、Occupy the minds of overseas consumers


"How to widen the brand's overseas visibility?" is the first question to consider.

When it comes to cleaning products, everyone may first think of international brands, such as Omo, Tide, etc.

In fact, domestic brands can also give users a good experience.

Under the advantage of China's production costs, similar products and domestically produced goods can even be more preferential, and they also include world-leading patents.

Before this, WhiteCat had been focusing on the domestic market and therefore lacked the opportunity to promote the brand overseas.

"The battlefield is in the minds of consumers."

Fortunately, the international website has made great efforts in the overseas communication of the brand.

For example, using Google, Facebook and other overseas media channels to place a large number of advertisements. This way domestic brands have good international exposure, attract more foreign users, and then boost deals on the international website so that the concept of "good domestic products" will be rooted in the minds of overseas consumers.

For WhiteCat, who does not have direct access to overseas consumers, doing a good job on the international website, can bring good exposure and publicity to the brand.


Hand in hand with the international website,

To become a part of China's business card!



Nowadays, WhiteCat, who has joined the international website, is intensively planning various matters such as website operations and build a qualified personnel team.

WhiteCat believes that after two three years of hard work, they will become the leading business in the cleaning category of the international website, reaching sales of tens of millions of dollars.

In the future, WhiteCat hopes to improve export efficiency and complete more overseas orders by establishing in-depth cooperation with the international website.

"From Made in China to Created in China" is the dream of many domestic brands.

To let more affordable, high-quality, and cost-effective Chinese "created" products enter the broader international market, WhiteCat will join hands with the international website to "put out to sea domestic products" and work together for the improvement of China's soft power!

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