It's a multinational company. It's hard to say which country it is. Let's talk about it in several aspects. In 193, Unilever was formed by the merger of Dutch margarine company and British Unilever Brothers Soap Company. The group is headquartered in Rotterdam, the Netherlands and London, England. In 1986, Shanghai Lihua Co., Ltd., which was composed of Unilever, Shanghai Soap Factory and Shanghai Daily Chemical Development Company, was established. It mainly produces soap and liquid products, including Lux soap, Lux bath lotion, Lux shampoo, Lux facial cleanser, gold spinning fabric softener and so on. In 199, Shanghai Ponzi Co., Ltd., composed of Unilever, Shanghai Daily Chemical Development Company and Shanghai No.2 Daily Chemical Factory, was established to produce skin care products aimed at the characteristics of women's skin in China. The brands include Ponzi, Vaseline and Pear. In 1993, Shanghai Unilever Co., Ltd., a joint venture of Unilever, Shanghai Daily Chemical Development Company and Shanghai Synthetic Detergent Factory, was established to produce and sell washing products. In the same year, Guangdong Lipton Food Co., Ltd., a joint venture between Unilever and Guangdong Tea Import and Export Corporation, was established to produce Lipton brand black tea and tea bags. In 1994, Shanghai Unilever Co., Ltd. began to produce "secret" washing powder; Shanghai Unilever Toothpaste Co., Ltd., which was jointly invested by Unilever and Shanghai Toothpaste Factory, was established, mainly producing brand toothpastes of Zhonghua, Meijiajing, Jienuo and Haoqing. In the same year, Heluxue Co., Ltd., a joint venture founded by Unilever and Star Company, was established in Beijing to produce Heluxue ice cream. Its brands are: Menglong, Keaduo, Bailebao and so on. In 1996, the holding company Unilever Limited was established. In 1999, Unilever Co., Ltd. was established, with Unilever and Shanghai Light Industry Holding Company holding 77% and 23% respectively. The company is composed of former Shanghai Lihua Co., Ltd., Shanghai Ponzi Co., Ltd., Unilever Toothpaste Co., Ltd. and Shanghai Elida Co., Ltd., and the former four companies have become branches of Unilever Co., Ltd.
which company does Unilever belong to
Unilever is a brand founded by both the Netherlands and Britain.
Unilever group was formed by the merger of Dutch margarine company and British soap company in 1929. Headquartered in Rotterdam, the Netherlands and London, the United Kingdom, it is responsible for handling food and washing products respectively. Now it is in the forefront of Fortune Global 5 and one of the largest food and beverage companies in the world.
Moreover, the production of ice cream, frozen food, tea beverage and margarine produced by Allianz ranks first in the world, and it is also the second manufacturer of washing products in the world. Lux soap and umbrella brand soap were of excellent quality, which were very popular in China at that time and were bought by many people. At that time, Lux soap was also considered by young people as a symbol of openness and fashion.
development strategy:
the centralization strategy has been fully reflected in Unilever. One is the centralization of enterprises. In 1999, 14 independent joint ventures were merged into four companies controlled by Unilever, which reduced the operating cost by 2% and the number of foreign managers by 3/4. Second, product centralization, decisive withdrawal from non-main business, specializing in family and personal care products, food and beverage and ice cream, and achieved great success.
Third, brand centralization. Although there are more than 2, brands, less than 2 are promoted in China, all of which are first-line brands. Fourth, the factory site was centralized. From May to August of that year, through adjustment and merger, three production sites were reduced, saving 3% of operating expenses.
For the above content, please refer to Baidu Encyclopedia-Unilever
Who is better at Unilever or Procter & Gamble?
Food Safety 172 Xu Lingfeng 21771822
When it comes to the giants of "fast consumables", everyone will definitely think of Procter & Gamble and Unilever.
Procter & Gamble and Unilever are global daily chemical enterprises with a history of over a hundred years. Procter & Gamble entered the China market in 1988, and now it can earn more than 39 billion in China a year. However, Unilever was more than 6 years earlier than Procter & Gamble. In 1923, Unilever opened a company in China to sell Lux soap, but Unilever earned more than 16 billion yuan in China market a year, and a considerable part of it came from the food and beverage sector. From this, the usage of P&G products in China is much higher than that of Unilever.
P&G and Unilever do not agree on the definition of product system. At present, P&G products are divided into three systems and 22 brands. Unilever is divided into three systems and 15 brands. P&G's three systems in China are beauty, health and home, while Unilever is personal care, home care and food. No matter how it is divided, beauty and hair care, skin care, bathing and laundry products are all its core.
Shampoo is the main battlefield
P&G brought Head & Shoulders to the China market as early as 1988 when it first entered China. Since then, Head & Shoulders has been dominating the field of dandruff shampoo. Subsequently, P&G introduced Rejoice, Pan Ting, Sassoon and other brands, claiming almost all the functions of shampoo. Relatively speaking, Unilever made a late effort in shampoo. Although it began to sell Lux shampoo in China as early as 1986, its positioning sense is not very strong, and it is not as outstanding as Procter & Gamble shampoo. Until the launch of Qingyang at a cost of 5 million yuan, it was induced by advertising and news, and the promotion was definitely greater than that of Head & Shoulders. At that time, Head & Shoulders had to increase advertising investment for the advertising campaign of Qingyang, and even offered a killer weapon of bloodletting and price reduction. P&G even turned the original Head & Shoulders promotion into a full-line promotion gift for products such as Rejoice and Head & Shoulders. After Qingyang gradually gained market recognition, according to the data of Bain Consulting, the top five brands in China shampoo market share in 213 were Head & Shoulders, Rejoice, Pan Ting, Qingyang and Sassoon, with the share of 17.5%, 12.7%, 1.1%, 7.9% and 4.8% respectively. In the past two years, the data released by Nielsen are similar. Qingyang occupies the fourth place in the Top5 brand, and others are all shampoo brands of Procter & Gamble.
In this way, although Qingyang has occupied a place in the Top5 brand, the overall victory in the shampoo field still belongs to P&G..
Toothpaste
Relevant data show that in 26, Crest's market share of toothpaste in China was 2%, while that of Zhonghua and Jienuo in China was 1% respectively. It can be said that P&G and Unilever were equally divided in toothpaste category at that time, but P&G used Crest as a brand to compete with two brands of Unilever. Moreover, in order to gain a firm foothold in the toothpaste market in China, we must have a clear efficacy orientation. For example, Crest focuses on tooth whitening and Colgate focuses on moth prevention. However, Jienuo did not choose to open up new space in brand positioning, but overlapped with Colgate, the big brother of toothpaste industry-moth-proofing, and was finally directly turned over by Colgate in the haystack and silently withdrew from the China market.
Washing powder
In p>1993, Unilever entered the China market and used Mimo to seize the market share in China. In the same year, Tide, a subsidiary of Procter & Gamble, entered China, but the sales performance of Mimo washing powder has been lagging behind Bilang and Tide. In 1999, Secret Washing Powder started a price war in China market: Unilever reduced the price of Secret products by 3%-4%. Before the price reduction, its market share was 14.9%; After the price reduction, the price of Secret products is basically about half of P&G's washing powder brand, and its market share in China has doubled, directly becoming the highest washing powder brand at that time, and its market share in Shanghai has even reached 37%. Tide, which had a market share of 7% at that time, always insisted on taking the high-end route. Tide's washing powder directly quoted the best international formula, and its price reached 18.6 yuan per bag, which was a bit unacceptable to ordinary wage earners. Until 21, Procter & Gamble began to go deep into the market and "flew into the homes of ordinary people". After some market research, it learned the consumer's demand for price and made strategic adjustments.
Later, the domestic washing powder market was attacked by local brands, and Libai came from behind. The secret of price war is slowly losing its advantage. In recent years, laundry detergent has become a rookie in fabric washing, and the market volume of laundry detergent has increased by more than 3% annually. In 212, laundry detergent has surpassed laundry soap to become the second largest category in the laundry detergent market. In 214, the share of laundry detergent in the laundry detergent market has increased from 23.5% to 29.4%. The P&G brand Bilang launched laundry beads, while Secret chose silence.
Bathing
Both P&G and Unilever started out as soaps. However, P&G's famous brand Ivory Soap has been handed over to others for OEM, and Unilever's Dove seems to occupy 4.5% of the global soap and become the largest soap brand in the world.
Although Unilever is so bullish in the global soap market, in China, Unilever's soaps can't compete with its old rival Procter & Gamble.
Since Procter & Gamble's Shufujia entered the China market, Lux was gradually cornered in China. In just a few years, "epigenetic" Shu Fujia abruptly pulled "Lux" from the throne of soap overlord. According to the data in 21, the market share of Shufujia reached 41.95%, 14 percentage points higher than that of the second-ranked Lux. And comfortable Jia began to take the multi-category extension strategy. During the period of SARS in 23, Shufujia, which mainly focused on sterilization, achieved a qualitative growth. After all, it was very convincing to claim that 99% of bacteria were removed during that period.
Until 213, two brands, Shufujia and Lux, occupied nearly 7% of the soap market in China, but Shufujia still occupied the first place in the market with absolute advantage. According to the relative data, up to now, Shufujia is the biggest brand of soap and shower gel in China market, and there is no one.
Cosmetics
In p>1988, Olay entered the China market with "Give you youthful skin", and in less than two years, Olay became the largest skin care brand in China market. In the same year, Ponzi brand and its flagship product, Cold Cream, entered China together, and their efficacy claims are similar to Olay's. Both of them basically focus on whitening, anti-aging and sunscreen products.
although the positioning and efficacy of the two brands are quite similar, even the starting point in China market is almost the same, Olay takes the omni-channel route, while Ponzi vacillates between KA and department stores, and finally the performance of the two brands in China market is clear at a glance.
Although, in the whole field of beauty and personal care, Unilever surpassed Procter & Gamble for the first time in 212 and became the second largest cosmetics company in the world following L 'Oré al Group. But in the beauty market, P&G's SK-II and Olay are in the limelight. In contrast, Unilever has always been inconspicuous. But this time, Unilever seems to tear off the title of "the second child of the Millennium" and begin to prepare to show its talents in the beauty industry. According to the British "Financial Times" report, Unilever CEO Oalanjope once said that the company will continue to acquire or invest in a large number of beauty care companies in the future, and consider continuing to deal with slow-growing assets. According to Unilever's global official website publicity and media disclosure information, since 215, the Group has reached nearly 3 acquisition transactions, 17 of which are beauty brands or companies. Including the Korean skin care brand AHC, which has attracted much attention, and the American professional makeup brand Hourglass. Through the acquisition and investment layout in the field of beauty care, Unilever is gestating a counterattack-pressing P&G and benchmarking L 'Oreal.
Unilever's layout characteristics of beauty brands can be summarized by four key words: high-end, natural environmental protection, emerging channels and China market. It can be seen that Unilever also wants to get a slice of the beauty market in China by grasping the consumption upgrade and the trend of Japanese and Korean cosmetics.
Unilever has increased its investment and acquisition in the beauty field, but at the same time, it has also divested some of its slow-growing food businesses, such as spreads and butter. Today, the beauty business is becoming Unilever's biggest growth driver. The financial report shows that Unilever's sales in the first quarter of 219 increased by 3.1% year-on-year. The beauty and personal care departments contributed the most to the Group's performance, accounting for 4% of sales, among which high-end beauty brands maintained double-digit rapid growth in the first quarter. The financial report pointed out that the series of brands acquired since 215 have boosted the performance, and the annual sales are expected to increase by 3%-5%.
In the past p>1 years, the battle between P&G and Unilever has spread to various fields. At present, Unilever is far ahead in the scale of beauty care business. According to the public financial report data, in 218, Procter & Gamble's annual sales were 66.832 billion US dollars, and Unilever's annual sales were 51 billion euros. However, in the beauty care business, Unilever's sales in 218 were 2.6 billion euros, and Procter & Gamble's annual sales were only 12.4 billion dollars, which was more than 1 billion dollars less than Unilever's.
ten years ago in 28, this situation was reversed. At that time, the annual sales of P&G's beauty and personal care business reached $26 billion, while Unilever's figure was $16.8 billion. In 212, Unilever surpassed Procter & Gamble for the first time in the field of beauty care, and since then, it has been riding the dust.
in fact, this is closely related to their acquisition and merger strategy. Before 27, P&G mainly bought brands, and after 27, it mainly sold them. In 215, P&G began to scale down its brands and focus on its core business. It packaged 43 brands of make-up, hairdressing and fragrance, including Mi Si Buddha, Wei Na and CoverGirl, and sold them to Coty for $15 billion. Compared with 3 brands in the peak period, there are only about 65 brands under P&G in 217. On the contrary, Unilever has actively acquired 17 beauty care brands since 215. At present, Unilever has more than 4 brands, including more than 3 beauty brands.
In the field of beauty, Unilever has a richer brand portfolio and growth potential than Procter & Gamble. However, it is still far behind P&G in brand power. Take SK-II as an example. Markus Strobel, global president of SK-II, has publicly disclosed that SK-II's sales in 216 have exceeded 2 billion US dollars. According to media reports, SK-II's sales in 217 and 218 increased by 4% and 3% respectively, so it is estimated that SK-II's sales in 218 will exceed 3.64 billion US dollars. This almost exceeds the sum of the above-mentioned beauty brands acquired by Unilever.
However, the beauty business has obviously become the highlight of Unilever's future development, and the battle for beauty has quietly turned. Perhaps the beauty giant L 'Oreal will be Unilever's target in the future.
From this, we can see why Unilever is always unable to compete with Procter & Gamble, and the most important thing is the lack of innovation. On the home court of toothpaste, Crest focused on whitening, while Unilever and Colgate, a local toothpaste in China, repeated the principle of moth prevention, which was finally defeated by Colgate. In terms of laundry detergent, with the improvement of living standards, people also have certain requirements for material life, and the market demand for laundry detergent is increasing day by day. Procter & Gamble launched condensate, but Unilever was unknown and did nothing about the launch of new products. In shampooing, Unilever is not worth mentioning. It only relies on Qingyang to remove dandruff, while Procter & Gamble basically puts it.