摘 要

日化产品关系到国计民生，与老百姓的生活息息相关。随着中国的经济取得了显著的成果，中国市场已成为外资企业争相投资和销售产品的的主要目标。几乎所有的全球500强中日化制造业巨头如：宝洁、联合利华等全部都来到中国，因此中国本土企业面临着巨大的挑战。目前在激烈的市场竞争中，国内日化品牌缺乏足够的竞争力，许多知名品牌纷纷走向被外国大企业收购，成为“洋品牌”。仅有一部分本土品牌仍然顽强的求发展。中国目前市场日化品牌纷繁复杂，消费者面对琳琅满目的日化产品，在选择时也犹豫不决。
面对如此复杂的市场状况，本文首先介绍了日化产业和产品分类，以及日化产业在中国市场目前的所处的地位。然后通过举例展示各自的成功营销案例模式，分析中外日化品牌的差距。最后对中国日化企业目前遇到的瓶颈提出可行的解决方案和设想。
 
关键词：中外日化品牌，宝洁，联合利华，纳爱斯
 
Abstract

Daily chemical products have something to do with the national economy and the people’s livelihood. With the remarkable achievement of Chinese economy, Chinese market has become the main target of foreign companies to invest and sell their products. Almost all Top50 companies such as P&G, Unilever are strongly present in China so that the local companies are facing immense challenges. Nowadays, our local daily chemical brands are less competitive in fierce market competition. Several local brands have been acquired by their foreign counterparts and they have become a part of “foreign brands family.” Only a few local brands are still struggling for survival. In Chinese market, the daily chemical brands are still various and sometimes difficult for consumers make a quick choice.
 This paper first briefly describes daily chemical industry, product ranges and market position of each major manufacturer in China. Then it analyzes the difference of foreign and local daily chemical products, illustrated by some successful sales cases and models. The paper concludes with some suggested strategies for Chinese daily chemical companies.

Keywords:  China and foreign daily chemical brands, P&G, Unilever, Nice

Chapter 1 Introduction
1.1 The Definition of Daily Chemical Industry and Introduction of Products
The daily chemical products mean technological chemicals for people’s daily use which were usually called necessities for daily life.
 The daily chemical industry can be divided into three categories which are cosmetics, laundry products and toothpastes. This paper concentrates its study only on laundry products. The segment markets of laundry products have shampoo, washing detergents, cleanser essence, body wash and soap.
P&G and Unilever are the top two manufacturers in the global daily chemical industry. While Chinese local brands such as C-BONS, Nice, Jahwa, Liby, Dabao are much less recognized in the world.