On November 7, the strategic signing ceremony between Hengan Group and Wanda Media was held at Wanda Mandarin Hotel in Beijing. Xu Qingchi, Executive Director of Hengan International and Vice President of Hengan Group, and Zhang Genming, President and CEO of Wanda Media, signed the strategic cooperation agreement on behalf of the two sides. Through this cooperation, Wanda Media will integrate rich commercial reality and film resources to provide one-stop integrated marketing solutions for Hengan Group brands.

With movies as the entrance, the target audience

Zhang Genming, president and CEO of Wanda Media, said that Wanda Media takes movies as its entrance, integrates and operates Wanda's rich commercial reality and sports media resources accumulated for nearly 30 years, and helps brands achieve precision marketing.

According to industry reports, movies are currently the fastest growing outdoor live-action social media for urban youth. Wanda Media integrates the expectations and needs of consumers and brands through "the largest common denominator of ritual social interaction", which is loved by young people, and ultimately meets the social needs of audiences for entertainment, socializing, consumption and sharing.

Rich reality, open fusion marketing

Hengan Group is currently the largest domestic household paper and maternal and child hygiene products manufacturer, and completed a comprehensive upgrade of marketing and supply chain management in 2013. Benefiting from the implementation of the national "Belt and Road" strategy, Hengan Group further extends the industrial chain and layout of the international market, and the brand strategy also adheres to continuous innovation.

In the face of the new generation of consumer forces, the traditional media advertising marketing model is facing a huge challenge. In the fragmented media era, brands should consider the innovative combination of content, scene and brand marketing. Hengan Group takes Wanda Media's rich commercial reality resources as the entry point for innovation, and through in-depth cooperation with Wanda Media, it can unlock more efficient and high-quality integrated marketing models to achieve commercial success.

In this strategic cooperation, Hengan Group, based on Wanda Media's rich scene resources and the huge offline traffic entrance of the theater, follows the action route of consumers in Wanda Plaza and theaters, plans all consumption contact points along the way, and uses different communication methods to fully integrate the brand into the beautiful memory of consumers in Wanda.

At the same time, Hengan Group will further connect Wanda Group's broader platform resources, film and television resources and exclusive IP through Wanda Media, and realize the integration of online and offline, media and channels, content and emotion, brand and memory.

The cooperation between Hengan Group and Wanda Media will become an important measure of integrated marketing strategy, and the two will join forces to create a new model of FMCG brand marketing.

About Hengan Group

Hengan Group is one of the first enterprises to enter the sanitary napkin market in China. It is the largest manufacturer of women's sanitary napkin and baby diapers in China. The business field involves maternal and child hygiene products and household paper, with total assets of more than 20 billion yuan and over 40,000 employees. Hengan International Group Limited was successfully listed in Hong Kong in 1998. Leading products Anle, Anerle sanitary napkins, Anerle baby diapers, heart printing paper towels market share for many years ranked first in the country. In 2013, Hengan Group achieved sales revenue of HK $21.186 billion and paid taxes of HK $2.6 billion.