日化棋局  

A New Look at the Daily Chemical Industry

作　　者：丁琳 蔡一飞 

出　　处：《IT经理世界》2006年第14期76-82,10,共8页

摘　　要：Mininurse, a Chinese skincare brand owned by the world’s cosmetics giant L’Oreal, is now changing its marketing methods. In June, the Mininurse products were taken off the special counters in many supermarkets and were displayed together with many other Chinese skincare brands. In the mean time, Garnier, another popular brand of L’Oreal was being sold in shopping centers in Shanghai, Chengdu and many large cities. It is noticeable that L’Oreal plans to make Garnier a substitute for Mininurse as its major supermarket brand in China. This change also explains L’Oreal’s intention to make Mininurse the vanguard to explore China’s countryside market. With Garnier and Mininurse, L’Oreal has completed its product layout in the medium and low-end markets. That means L’Oreal will start competing with many domestic daily chemical companies, such as Beijing Dabao Cosmetics Company and Jiangsu Longliqi Group. Ever since China began introducing foreign investments, the daily chemical industry has let many people down because the domestic enter- prises have lagged far behind global brands. The gap is even widened now, with 70% the Chinese market taken by foreign brands. The rest 30% is inthe second and third- tier cities as well as the countryside. An increasing number of companies have been closed in Guangdong, the larg- est base of the daily chemical industry. For those world giants, they catch sight of large cities once they plan to set foot in China. But their attention is now shifted to the medium and third-tier markets. L’Oreal is not the only one in this troop. Actually, in the past year, Unilever and P&G have also made silent actions in the second andt hird-tierc ities. Global companies aim at grasping more and more market shares in China. The boundary between Chinese daily chemical companies and the international ones tends to be much vaguer. Another battle is ready to start.Mininurse, a Chinese skincare brand owned by the world's cosmetics giant L'Oreal, is now changing its marketing methods. In June, the Mininurse products were taken off the special counters in many supermarkets and were displayed together with many other Chinese skincare brands. In the mean time, Garnier, another popular brand of L'Oreal was being sold in shopping centers in Shanghai, Chengdu and many large cities. It is noticeable that L'Oreal plans to make Garnier a substitute for Mininurse as its major su...

关 键 词：本土企业 小护士 上海家化 日化企业 三级市场 日化行业 欧莱雅 联合利华 

分 类 号：F42[经济管理—产业经济]