上海家化 坚持不懈打造自主品牌  

Shanghai Jahwa,build their-own brand persistently

作　　者：陈志宏 

机构地区：[1]上海社科院世界经济研究所市场研究部 [2]中国未来研究院

出　　处：《上海经济》2010年第11期60-63,共4页Shanghai Economy

摘　　要：上海和平饭店专卖店里,"双妹"玉容霜标价1080元人民币,而一款曾在巴拿马世博会上获金奖的双妹"粉嫩膏"要卖680元,与国际一线化妆品价格不相上下。Ltd(hereinafter referred to as: Shanghai Jahwa),is an old state-owned enterprises with 110 years history.Shanghai Jahwa is facing competition from Procter & Gamble,Unilever,L'Oreal and Shiseido multinational companies over almost all its brands (except for Cortry,a Chinese herb) In the past twenty years,Shanghai Jawha struggles for their-own brands persistently and wins a place for itself finally in the field full of numerous strong competitors.Daily Chemicals is one of the first industries of the market opening.Till this day,Procter & Gamble,L'Oreal and other multinational giants control this market firmly.Most of the giants have a sound brands portfolio,and their products cover almost all of the market segments.We almost cannot find local brand at department stores in first-line cities.Shanghai Jahwa United Company Its experience is worth to learn from for Shanghai and Chinese enterprises.The most unique assets of Shanghai Jahwa is Chinese culture.A series of innovation based on Chinese culture and Chinese brand upgrade Shanghai Jawha from a daily chemicals industry to fashion enterprises.It embeds Chinese elements into its own brand successfully,and finds its position different from other international brand and selling points.

关 键 词：上海家化 自主品牌 日化市场 对外开放 日化产业 品牌组合 金字塔型 市场空间 

分 类 号：F426.7[经济管理—产业经济]