German Shampoo Brand Gets Malaysian BoostFebruary 4, 2017
KUALA LUMPUR — A sudden rise in demand for the anti-hair loss product “Alpecin” in China has led to a situation where some major German retailers have run out of stock for the product.
With the spike in sales in China, the group is expecting a similar after-effect in Asia as they have already begun experiencing it in Malaysia as seen in the rise in sales at all outlets carrying Alpecin.
“Sales of our products here in Malaysia have doubled in the last week. While we cannot firmly attribute this to the behavior of the Chinese consumers, we do believe that this is one of the con-
tributing factors to the sales increase.
“Boasting the largest population in the world, China certainly has a deep influence on the spending and consumer behavior of its other Asian counterparts. If this is proven, we would be more than thrilled and will continue to foster the growth of Alpecin here in Malaysia,” said Dr Wolff Group managing director Eduard Doerrenberg.
Doerrenberg said even though the massive demand for infant formula in Germany led to a massive price increase in Asia, the company is not to follow suit of that price rally.
“We have a regional stable pricing strategy and will not take advantage out of the current situation,” he said.
In return, Dr Wolff and the retailers of the shampoo brand are considering limiting the sales quantities of Alpecin and only stocking up in measured intervals in Germany to avoid repeated scenarios.
“We have also identified that e-Commerce is a growing trend among Malaysian consumers, hence we have made our products available via several e-Commerce sites.
“As the demand grows, we will certainly look for ways and measure
feed this as the local market is a crucial part of the Asian market,” he said.
Alpecin experienced its first major milestone back in May 2015 with the production of its 100 millionth shampoo bottle. That served as the catalyst for the internationalisation of the brand and it has entered Asia, Australia, the US and South Africa.
This article first appeared in Malay Mail