Nivea is a German brand.

NIVEA is a large global skin care and body care brand owned by the German company Beiersdorf. The company was founded in 1911 after Beiersdorf acquired EUCERIT's oil-based emulsion skin ointment, the first stable emulsion of its kind.

Oskar Troplowitz, the owner of the company, named the company NIVEA, which was inspired by the Latin niveus,-a,-um (meaning snow white). In the 1930s, Beiersdorf began producing sunscreen oil, shaving cream, shampoo and facial care products. The "NIVEA" trademark was confiscated by many countries after World War II, but Beiersdorf finally bought back all trademark rights in 1997.

Nivea Marketing Strategy

Although Nivea has landed in Shanghai as early as 1930, although it is said to be one of only two professional skin care brands in the eyes of Europeans, Nivea In the minds of Chinese consumers, it has always been "in name only". In the six years since it established a joint venture in China in 1994, Nivea, as a mid-range skin care brand, has been squeezed by powerful brands such as Pond's and Olay in China and has been unable to enter the mainstream cosmetics category.

But the 2001 report shows that Nivea is running quietly in China, growing at a rate of 50% every year, and has begun to make profits.

The other two German daily chemical companies, Henkel and Meijie, which have also been competing in the Chinese market for many years, were once prosperous at first, but the traditional and stubborn business methods of the Germans seem to have failed in this area. It is difficult to continue the legend on the land, and it is soon submerged by multinational giants such as Procter & Gamble and Unilever who are good at using local strategies and home-grown local brands, and gradually drifts away. Nivea, which is also of German descent, values ??regional differences in globalization and develops products and marketing strategies based on local conditions. This is why it is getting better.

Reference for the above content: Baidu Encyclopedia-Nivea