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。

产品的推出，很快赢得了“六神”花露水广大用户，到1998年，在中国逐步建立浴市场{zd0}的市场份额，“六神”沐浴露中国的夏季化妆品的个人品牌。

产品是一种情感上的价值比较高天附加值产品类别，即消费需求多样化和个性化功能。通过品牌，反映了消费者的功能利益和情感利益的关注，这反映了产品的价值观念，文化和个性。

跨国公司，同时具有良好的实力和信誉良好的品牌，但当地消费者口味和对知识的需求不足，和全球化，以维持运营标准，并在产品设计主要考虑发达市场的需求，而不应按照在新兴市场需求的本地化，以满足当地消费者的喜好，提供的产品。他们的主要方式，以作为目标客户群的城市居民。在中国内地，例如年轻人，他们往往将所有的东西，西方有表现出高度的狂热。上海家化公司与外国公司不互相争夺这个市场，而对面积较大的重点销售：一些传统功效成分毫无疑问，对客户的忠诚度，并提供相对便宜的价格。

一个独特的产品定位

竞争对手堵塞近两年来，随着中国浴缸拓展市场，跨国公司开始加紧努力，在市场争夺。宝洁，联合利华等公司除了原有的皮肤书楷，如在广告强势品牌摔跤，传递渠道提高，但也推出了不同的价格，从新产品功效不同，如在调查中排名{dy}的增长鸽是宝洁公司刚刚于2003年发起，从价格的角度来看，现在“神六”的价格仅比国际品牌的1 / 4左右便宜。
在主流消费市场的中心城市
，“神六”是面临着一个国际品牌挤压;而谁曾试图对他们的价格优势为基础的“六神区域品牌”，并抢占市场份额共享。广东省中山市区，其次是小型和中型{yt}制造商，但其地理位置和成本优势，一个市场在该区域的一些介绍美德也派代表出席，是举世公认，如雪品牌，如澳大利亚，这些品牌仅仅是为“六神浴一半的”{zd1}的价格。

不过，“六神独特的产品定位使其成为竞争优势。通过消费者调查，我们发现服用后感觉夏天洗澡，中国消费者多消费者的耳目一新的感觉追求其他地区。”六神丸，说：黎据嗯的品牌经理。

因此，对产品的要求，大多数的国际品牌，推动“润肤剂，xx”等不同的成效，“六神”沐浴产品突出“清凉”的感觉，因为延续了“六神“花露水的传统风格，是一种自然联想到中医元素，以促进清热功能，因此，”六神“沐浴露一套自己独特的清新形象。

“六神”沐浴露是在沐浴露市场{dy}，突出“新鲜”的产品定位，一一步，交流彼此对空间的开发时间{lx1};六神丸迅速后成功上市，是由市场主导{ldz}的地位，并在此位置建立一个强大的障碍。本地企业，有6模仿无论在企业和品牌实力上帝的基础上，具有很强的“六神”反困难。

一些地方企业，甚至为部分消费者使用价格低，但一些不注重品牌，价格敏感的客户还没有六神丸的主要目标消费群体，以及在国际跨国公司的战略考虑，在新产品开发上的某种程度的灵活性不足。

产品作为建立强有力的分割结果的定位，使“六神”沐浴露在一定程度上避免价格竞争，并保持良好的盈利能力，其约22％的毛利率。 2008年6月

认为，中国市场的开始，上升至浴，只有30％的城市居民使用沐浴露，在农村地区流行率较低，市场依然存在，只要是产品有很大的机会新颖，独特的产品定位，我们将能够获得站稳脚跟。和市场，有很多这样的定位，尚未开发。

忠诚度低，目标高了良好的品牌创新

用品天的“时尚”的产品，消费者寻求使创新的改变，心理更多的行业明显。虽然由“六神”品牌本土化的文化内涵和独特的产品定位美德，“六神丸”浴赢得了较大的市场份额优势，因为在使用的惯性消费习惯，这种优势可以保持很长一段时间。然而，“六神，许多消费者”是巴斯的态度-高忠诚度，商誉低，认为产品不具有强烈的时尚感。这表明，“六神”沐浴面临着品牌老化的趋势。

为了适应新的消费者心理需求，近一两年来，“六神丸”雨从简单的“酷”的产品，以促进凝胶的愿望“的夏天，清凉，家庭，健康，时尚”的品牌哲学在产品包装，广告等，是全新的，会调整在一定程度上，增加了广告努力，并希望将“六神”厕所外的全部入场用水做才能吸引更多的年轻，但仍传统中高感兴趣的最终用户，对跨国公司的一些安全网站。在产品开发，除了保持原有的“新鲜”的特点，一个“润肤剂，xx”等的一系列产品功效的增加，明显的季节性产品的原始点延伸到夏季的季节。

在同一时间，因为“六神丸”，在许多领域花露水，尤其是南部地区的黄河依然保持了强大的生命力，并在这方面的跨国公司，也没有侵犯，因此，“六神“在这一个厕所的水无法比拟的品牌影响力的领域。近年来，以“上海家化六神”花露水还加强了品牌创新，努力吸引更多的年轻消费者，这是“六神”沐浴露也起着积极的作用。
在开拓中国市场，消费者和企业的早期阶段
普遍认为，跨国公司将席卷中国市场，“六神”沐浴对中国的本地公司策略如何利用当地优势，做一个漂亮票据。 06.8.22

Liushen bathing fluid to block the success of international brands to 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.

products launched, quickly won the overwhelming majority of the “six god” toilet water users, to 1998, gradually established in China Bath market accounted for the largest market share, “Liushen” Shower Gel China’s summer Toiletries personal brand.

Product is a day of relatively high emotional value-added product category, which means that consumer demand has diversified and personalized features. Through the brand, reflects the concerns of consumers functional benefits and emotional benefits, reflecting the product’s values, culture and individuality.

transnational corporations, while having good strength and reputable brand, but the lack of local consumer tastes and demand for knowledge, and globalization in order to maintain operating standards, and in product design major consideration developed markets demand, and should not in accordance with the localization of demand in emerging markets to meet local consumer preferences to provide products. Their main fashion to those of urban dwellers as a target customer base. In Mainland China, for example young people, they tend to have all the things the West have shown a high degree of fanaticism. Jahwa and foreign firms did not compete for this market segment, while the sales of a larger focus on the areas: the efficacy of some traditional ingredients have no doubt the loyalty of customers, and to provide relatively cheap prices.

a unique product positioning

competitors jammed the past two years, as China Bath expanding markets, multinational companies started to increase efforts to the struggle for markets. Procter & Gamble, Unilever and other companies apart from the original skin Shu-kai, wrestlers, such as strong brands in the ads, the delivery channels to enhance, but also introduced a different price, different from the efficacy of new products, such as in the survey ranked growth Dove first is that P & G has just launched in 2003, from the price point of view, and now “six of God,” the price is only cheaper than international brands 1 / 4 around.

in the central city of the mainstream consumer market, “six of God” is faced with an international brand extrusion; and those who have tried to regional brands based on their price advantage from the “six gods” and grab a slice of market share. Guangdong Zhongshan district, represented by small and medium-sized manufacturers of day, but also by virtue of its location and cost advantages, the introduction of a number of markets in the region is widely recognized brands, such as snow, such as Australia, these brands simply the lowest price for the “six god” of the Bath half.

However, “Liushen unique product positioning it to become a competitive advantage. We are through consumer survey found that after taking a bath for the summer feeling, Chinese consumers than consumers in other parts of the pursuit of refreshing feeling . “Liushen, said Li Jun of the brand manager.

Therefore, the demands on the product, with most international brands to promote the “emollients, sterilization” and so the effectiveness of different, “six god” prominent Bath Products “cool and refreshing” feeling, and because the continuation of the “Six God” toilet water the traditional style, is a natural association to the element of traditional Chinese medicine to promote Qingre function, so the “six god” shower gel set a refreshing its own unique image.

“Liushen” shower gel is the first in the shower gel market, highlighting “fresh” positioning products, a step leading on to exchange their time for the development of space; Liushen quickly after the listing of the success has been dominated by market leader position, and in this location to establish a strong barrier. Of local enterprises, if six to imitate God, both in corporate and brand strength based on it is very difficult with the “six god” counter.

some local enterprises, even the use of a low price for the part of consumers, but some do not pay attention to brand, price-sensitive customers have not Liushen main goal consumer groups; and transnational corporations in international strategic considerations, in new product development on the lack of a certain degree of flexibility.

Product positioning as a result of the establishment of strong segmentation, so that the “six god” body wash to some extent, avoid price competition and maintain a good profitability, and its gross profit margin of about 22%. Jun

think, the Chinese market began to Bath in a period of rise, only 30% of the urban population use the shower gel, a lower prevalence in rural areas, the market still exist substantial opportunities for a product as long as there is novelty , unique product positioning, we will be able to get a firm foothold. And the market, there are many such positioning has not been developed.

loyalty is low aim high good brand innovation

day of supplies are “fashion” products, consumers seek to make innovative changes the psychological more obvious in the industry. Although by virtue of the “six god” brand localization cultural connotation and unique product positioning, “Liushen” Bath won the relatively large market share advantage, and because consumer habits in the use of inertia, this advantage can be maintained in a long time. However, many consumers of the “six god” is the attitude of Bath - high loyalty, goodwill is low, consider products do not have a strong fashion sense. This shows that the “six god” Bath is faced with the aging tendency of the brand.

in order to adapt to the new psychological needs of consumers, nearly one in two years, “Liushen” shower gel from a simple “cool” products to foster the aspirations of “the summer, cool, family, health, fashion” brand philosophy in the product packaging, advertising, etc. are brand new to do adjust to a certain extent, and increased advertising efforts and hope that will be “six god” toilet water users outside the full admission to do to attract more younger but still traditional Chinese interested in high-end users, a number of multinational companies to secure sites. In product development, in addition to maintain the original “fresh” characteristics, the increase of a “emollients, sterilization” and so the efficacy of a series of products, the original point of obvious seasonal products to extend the season beyond the summer.

At the same time, because “Liushen” toilet water in many areas, particularly the area south of the Yellow River are still maintained a strong vitality, and transnational corporations in this area and did not encroach on, therefore, the “six god” toilet water in this One can not match the field of brand influence. In recent years, Jahwa of “Liushen” toilet water has also strengthened its brand innovation, trying to attract more young consumers, which is “six god” shower gel also plays a positive role.

in the early stages of opening up the Chinese market, consumers and businesses generally agreed that multinational companies will be swept through the Chinese market, and the “six god” Bath’s strategy for China’s local companies how to use local advantages to do a pretty Notes. (06-8-22)