在“成功营销-在2002 -2003年度竞争力排名的品牌，”沐浴产品类别中，上海家化六神沐浴新一代百分之18.04的市场份额排名{dy}，超过了10.54％，高出第二本书，而在市场份额五大品牌，品牌经过四年都是跨国企业。浴六神丸市场品牌的忠诚度排名第二为72.85％，品牌竞争力指数为71.86％，{dy}列，在第二排第二，只有32.14％。

企业介绍：上海家化是中国历史最悠久的化妆品公司，超过30.00亿元的营业额，利润，主要产业之一重复{dy}同行人居署。近3年连续上海家化维持超过30年销售收入增长％，是中国{zd0}的化妆品公司。中国市场前两个功能于一身的一瓶洗发水，护发摩丝的定型，{dy}混合香水瓶，一手霜{dy}罐… …这是从上海的家衍生产品的现代意义的系列。国内企业只有两个xxxx，北美化妆品网，六神和“清费”，“开放的美国”，“高夫”，“佰草”和“书鑫”，“漂移”和其他xxxx。

回来，在面对强大的外国竞争者，“六神”，掌握了中华民族传统文化的信任，建立了独特的产品定位-沐浴液中的成分对中国消费者的特殊品味- ，它是建立强烈的市场分割。在宝洁，联合利华等跨国公司，强大的攻击下，“六神”沐浴对中国的本地公司策略如何利用本地优势做一个很好的注释。

本地品牌的成功阻止国际社会的品牌文化
从20世纪末
开始，xx的中国市场，集团的国际起始日期为利润的新来源，他们的产品之一，复杂的系统，先进的营销手段，以及保障资金的大量挑起在中国市场上的麻烦。{dy}次宝洁，联合利华，花王等公司的产品充满了商店，消费者还自豪地使用这些进口品牌;和国家强大的竞争压力的品牌，一些逐渐消失，而一些外国集团成为收购对象，大多数在硬盘剩余的支持。在沐浴露市场，宝洁的皮肤书楷，联合利华成为耀眼的明星选手。六神丸

，是通过一个独特的品牌文化内涵，凭借本地化为建立一个强有力的国家品牌形象。六神丸

或“六神”，是中医用来xx痱子和其它夏季疾病的xx名称，这是珍珠粉和麝香的主要成分。根据这个xx，1993年，上海家化推出了夏季使用六神花露水。以“我相信我的止痒去，一个清晰的产品醒脑提神”的要求，该品牌迅速赢得了厕所水的百分之六十的市场份额。

两年后，上海家化推出“六神”沐浴露，在个人的专业化妆品公司中国夏季市场。

“六神丸”的推出浴一方面，是“六神轻市场”的品牌已经有一个强大的品牌效应，以“六神”{zd0}限度地提高品牌价值，另一方面，在跨国公司的挑战，上海家化掌握在某些领域中消费者的特殊品味-更加相信中医。在人口分析消费，上海家化推出“六神”沐浴露，将有针对性的“六神”花露水的用户和长期传统中药产品的消费者长期青睐。 06.9.7

Liushen bath liquid: one win in the local culture

In the “successful marketing - the new generation in 2002 -2003 annual competitiveness ranking brand,” Bath Products category, the Jahwa Liushen Bath to 18.04 percent market share ranked first, higher than the second Book of 10.54%, while in the market share of the top five brands in the brand after four are multinational corporations. Bath Liushen market brand loyalty ranked second for 72.85%, brand competitiveness index to 71.86% the first column, second row in the second, only 32.14%.

Enterprise introduction: Jahwa is one of China’s oldest cosmetics companies, the main industry in more than three billion yuan turnover, profitability, repeated the first peer-Habitat. Nearly three years in a row Jahwa maintained more than 30% of annual sales revenue growth, is China’s largest cosmetics companies. China’s market for the first two-in-one shampoo bottle, the first cans of hair care mousse stereotypes, the first mixed perfume bottle, the first hand cream … … This series of modern day significance of products derived from the Shanghai home of. Domestic enterprises have only two well-known trade mark the North American cosmetics net, six gods and “Qing Fei”, “open the United States”, “Goff” “Bai-grass” and “Shu Xin”, “drift” and other well-known brands.

come back and the face of strong foreign competitors, “Six God” grasped the special tastes of Chinese consumers - on the traditional Chinese culture of trust, which established a unique product positioning - Chinese composition of bathing fluid, it is set up for their strong market segmentation. In Procter & Gamble, Unilever and other multinationals, under strong attack, “six god” Bath’s strategy for China’s local companies how to use local advantages to do a nice comment.

the success of local brands to block international brand culture

from the end of the 20th century began, the international well-known start date of the Group of the Chinese market as a new source of profits, one of their products with a sophisticated system, advanced marketing tools, as well as protect the huge amounts of money to stir up trouble in the Chinese market. First time P & G, UNILEVER, KAO and other company’s products are full of stores, consumers also proud to use these imported brands; and national brand in a strong competitive pressure, some gradually disappeared, while some foreign groups became the acquisition of objects, most of the remaining support in the hard. In the shower gel market, P & G’s skin Shu-kai, Unilever become the dazzling star wrestlers. Liushen

and is localized by virtue of a distinct cultural connotation of the brand to establish a strong national brand image. Liushen

or “six gods”, are traditional Chinese medicine used to treat prickly heat and other summer diseases, prescription name, which are major components of pearl powder and musk. According to this prescription, 1993, Jahwa launched Liushen toilet water for summer use. With “I believe that my Antipruritic go, refreshing Xingnaojing” demands for a clear product, the brand quickly won a 60 percent market share of the toilet water.

Two years later, Jahwa launched the “Liushen” shower gel, specializing in the summer of individuals Toiletries China market.

“Liushen” The launch of Bath, on the one hand are the light of the “six gods” brand in the market already has a strong brand effect, to the “six god” maximize the value of brands; On the other hand, in the face of transnational the company’s challenges, Jahwa grasped the special tastes of Chinese consumers - in some areas even more believe that Chinese medicine. Consumption in the population analysis, Jahwa launch “Liushen” shower gel, would be targeted “six god” toilet water users and long-term favor of traditional Chinese medicine products consumers. (06-9-7)