Another 100 billion beauty giant! Johnson & Johnson's Kenvue application IPO

According to the documents of the US Securities and Exchange Commission, on January 4, Kenvueinc, a subsidiary of Johnson & Johnson, applied for the first public offering (KVUE "), which applied for the first public fundraising (KVUE shares code). Healthy brand company.

Since Johnson & Johnson announced the spin -off in November 2021, the company has been preparing to dive from Johnson & Johnson. In September last year, Johnson & Johnson announced that its consumer health product department was split into an independent company. The new company was named Kenvue. Its brands include Sakurai, Dabao, Luki Qing and Li Shidelin.

Kenvue CEO Thibaut Mongon said that the establishment of Kenvue is an important part of the spin -off restructuring plan, which can maximize the value of all stakeholders. In terms of positioning, KenVue competed with companies such as P & G and L'Oreal.

In the file, Kenvue stated that it will raise $ 100 million, but this is likely to be a number of seats, and the IPO will definitely raise more funds. Research company Renaissance Capital predicts that the issuance may raise $ 5 billion, which will make Johnson & Johnson one of the largest IPOs. It is reported that the IPO income will be owned by Qiangsheng, and Johnson & Johnson will hold at least 80.1%of the share voting rights of KenVue.

Skin health/beauty sector revenue accounts for 30%, including 16 brands including Neutrogena, Ai Weinuo, Dr. Chengye, Oshuba, etc.; the revenue proportion of basic health sectors is 32%, including wound care, oral care, and oral care, and oral care, and oral care, and oral care, and oral care, and oral care. Baby care and women's health brands, including Li Shidelin, Chuangya Paste bandages and OB sanitary cotton bars, including 12 brands, including 38%of the revenue of personal care segments, including non -prescription medicines and health products, such as Tyno and Motalin and so on 16 brands.

Although KENVUE relies on a series of trusted brands to quickly complete the layout in the new field, the company also has a 1,500 -person R & D team, saying that they are leaders in a few research fields, including baby skin care products and mouthwash. After the original sector is stripped, Johnson & Johnson will exist alone as a drug and equipment.

In terms of positioning, Kenvue has become L'Oreal and Procter & Gamble to become competitors. Johnson & Johnson said on the official website that Kenvue will take "the extraordinary power of daily nursing" as the purpose to guide the company's actions and involve all aspects such as strategic layout and talent concept.

From the perspective of market strategies, Johnson & Johnson consumer health business sector has also moved in recent years.

In 2015, Johnson & Johnson introduced brands such as Ai Weino, Dr. Chengye, and other brands. At the same time, a new image and positioning and upgrading of existing brands such as Luder Qing and Dabao, so that their brands can occupy a place in a certain field, such as Dr. Chengye, who mainly focuses on skin care, Li Shidelin, who focuses on mouthwash, and so on.

In 2015, Johnson & Johnson developed a development plan for new channels. While the development of KA channels, it vigorously developed e -commerce and offline new retail. In 2021, Qiangsheng focused on the development of online channels, and launched in -depth cooperation with various short video platforms. Dr. Chengye, Ludo Qing, Li Shidelin, Ai Weino and other brands have gradually appeared on major short video platforms.

In September last year, the first Chinese store of Dr. Chengye's "Cheng Ye Medical Beauty Clinic" opened in Beijing. It combined nursing art with the overall beauty clinical science, and combined with high -end cinema products with medical cosmetic projects to achieve the effect of 1+1> 2.