Which country is Unilever from?

It is a multinational company. It is difficult to say which country it is from. Let’s talk about it in several aspects. In 1930, Unilever was founded by the Dutch Margarine Company. Merged with British Lever Brothers Soap Company. The group is headquartered in Rotterdam, the Netherlands and London, the UK. In 1986, Shanghai Lihua Co., Ltd., which was jointly formed by Unilever, Shanghai Soap Factory and Shanghai Daily Chemical Development Company, was established. It mainly produces soaps and liquid products, including: Lux soap, Lux shower gel, and Lux ??shampoo. , Lux facial cleanser, Jinfang fabric softener, etc. In 1990, Shanghai Pond's Co., Ltd., composed of Unilever, Shanghai Daily Chemical Development Company and Shanghai Daily Chemical Factory No. 2, was established to produce skin care products tailored to the skin characteristics of Chinese women. Its brands include "Pond's", "Vaseline" and "Pear" "Card. In 1993, Shanghai Unilever Co., Ltd. was established as a joint venture with Shanghai Daily Chemical Development Company and Shanghai Synthetic Detergent Factory to produce and sell detergent products; in the same year, it was established by Unilever and Guangdong Tea Import and Export Company** *Guangdong Lipton Food Co., Ltd., a joint venture, was established to produce "Lipton" brand black tea and "Ming Xianqing" brand tea bags. In 1994, Shanghai Unilever Co., Ltd. began to produce "Omo" washing powder; Shanghai Unilever Toothpaste Co., Ltd., jointly invested by Unilever and Shanghai Toothpaste Factory, was established, mainly producing "Zhonghua" and "Maximum" , "Jienuo" and "Haoqing" brand toothpastes. In the same year, Heluxue Co., Ltd., a joint venture jointly founded by Unilever and Qunxing Company, was established in Beijing to produce Heluxue ice cream. The brands include: Menglong, Kaidoo, Bailebao, etc. In 1996, the holding company Unilever Limited was established. In 1999, Unilever Co., Ltd. was established, jointly controlled by Unilever and Shanghai Light Industry Holding Company, each accounting for 77% and 23%. The company consists of the original Shanghai Lever Co., Ltd., Shanghai Pond's Co., Ltd., Unilever Toothpaste Co., Ltd. and Shanghai Elida Co., Ltd. The original four companies became branches of Unilever Co., Ltd.

What kind of company does Unilever belong to?

Unilever is a brand jointly founded by the Netherlands and the United Kingdom.

The Unilever Group was formed in 1929 through the merger of the Dutch Margarine Company and the British Soap Company. Headquartered in Rotterdam, the Netherlands, and London, the United Kingdom, it is responsible for operating food and cleaning supplies respectively. It is now among the Fortune Global 500 and one of the largest food and beverage companies in the world.

Union ranks first in the world in its production of ice cream, frozen food, tea drinks, and margarine, and is also the world's second largest manufacturer of detergents. Lux soap and Umbrella soap were of high quality and were very popular in China at that time. Many people rushed to buy them. At that time, Lux soap was also considered by young people to be a symbol of openness and fashion.

Development strategy:

The concentration strategy has been fully reflected in Unilever. The first is enterprise centralization. In 1999, 14 independent joint ventures were merged into 4 companies controlled by Unilever, which reduced operating costs by 20% and reduced foreign managers by 3/4. The second is product centralization, decisively withdrawing from non-main business, specializing in three major advantage series such as household and personal care products, food and beverages and ice cream, and achieving great success.

The third is brand concentration. Although it has more than 2,000 brands, less than 20 are promoted in China, and they are all first-line brands. The fourth is the centralization of factory locations. From May to August of that year, through adjustments and mergers, three production locations were reduced, saving 30% of operating costs.

For the above content, refer to Baidu Encyclopedia - Unilever

Who is better, Unilever or P&G

Food Safety 172 Xu Lingfeng 20177180220

Tips When thinking about the giants of "fast-moving consumable goods", everyone will definitely think of Procter & Gamble and Unilever.

Procter & Gamble and Unilever are both global daily chemical companies with hundreds of years of history. P&G entered the Chinese market in 1988 and now earns more than 39 billion in China a year; however, Unilever More than 60 years earlier than Procter & Gamble, Unilever opened a company in China to sell Lux soap in 1923. However, Unilever only earned more than 16 billion in the Chinese market a year, and a considerable part of it came from the food and beverage sector. . From this, it can be seen that the usage of P&G products in China is much higher than that of Unilever.

Procter & Gamble and Unilever do not agree on the definition of product systems. At present, P&G products are divided into three major systems and 22 brands; Unilever is divided into three major systems and 15 brands. P&G's three major systems in China are the beauty and fashion category, health category and household category, while Unilever's is the personal care category, home care category and food category. No matter how you divide it, beauty and hair care, skin care, bathing and laundry products are its core.

Shampoo is the main battlefield

As early as 1988, when P&G first entered China, it brought Head and Shoulders to the Chinese market. Head and Shoulders has been dominating the field of anti-dandruff shampoos ever since. Later, P&G introduced brands such as Rejoice, Pantene, and Vidal Sassoon, claiming almost all the functions of shampoo.

Relatively speaking, Unilever was late in the shampoo field. Although it began selling Lux shampoo in China as early as 1986, its positioning was not very strong and it was not as prominent as P&G shampoo. Until it spent 500 million to launch Qingyang, it was induced through advertising and news, and the promotion intensity must be greater than that of Head and Shoulders. At that time, Head and Shoulders had to increase advertising investment in response to Qingyang's advertising war, and even resorted to bloodletting and price reduction. P&G even simply changed the original Head and Shoulders promotion into a full-line promotion of Rejoice, Head and Shoulders and other products. After Chrysanthemum gradually gained market recognition, according to data from Bain Consulting, the top five brands in China's shampoo market share in 2013 were Head & Shoulders, Rejoice, Pantene, Chrysanthemum and Sassoon, with shares of 17.5% and 12.7% respectively. , 10.1%, 7.9%, 4.8%. In the past two years, the data released by Nielsen are also similar. Among the top five brands, Qingyang occupies the fourth position, and the others are P&G shampoo brands.

From this point of view, although Qingyang occupies a place among the Top 5 brands, the overall victory in the shampoo field still belongs to P&G.

Toothpaste

Relevant data shows that in 2006, Crest had a 20% share of the Chinese toothpaste market, while Zhonghua and Jienuo each had a 10% market share in China. It can be said that P&G and Unilever were equally divided in the toothpaste category at that time, but P&G used one brand, Crest, to compete with two Unilever brands. Moreover, in order to gain a firm foothold in the Chinese toothpaste market, it must have a very clear functional positioning. For example, Crest focuses on tooth whitening, and Colgate focuses on preventing cavities. However, Geno did not choose to open up a new space in terms of brand positioning. Instead, it overlapped with Colgate, the big brother in the toothpaste industry - anti-moth. In the end, it was directly turned into a haystack by Colgate and silently withdrew from the Chinese market.

Washing powder

In 1993, Unilever entered the Chinese market and used Omo to seize the Chinese market share. It was also the same year that Tide, a subsidiary of P&G, entered China, but Omo washing powder Sales performance has always lagged behind Bilang and Tide. In 1999, Omo laundry detergent started a price war in the Chinese market: Unilever cut the price of Omo products by 30%-40%. Before the price reduction, its market share was 14.9%; after the price reduction, the price of Omoo products was basically about half of P&G's laundry detergent brand. Its market share in China doubled, and it directly became the laundry detergent brand with the highest market share at the time. The market share in Shanghai even reached 37%. Tide, which occupied 7% of the market share at the time, has always insisted on taking the high-end route. Tide's laundry detergent directly quoted the best international formula, and its price reached 18.6 yuan per bag, which was a bit difficult for ordinary working-class people to accept. It was not until 2001 that P&G began to penetrate the market and "fly into the homes of ordinary people." After some market research, we learned about consumer demand for price and made strategic adjustments.

Later, the domestic laundry detergent market was attacked by the local brand "Diaopai", and then Liby came from behind. The secret of price war gradually loses its advantage. In recent years, laundry detergent has become a new player in fabric washing. The annual growth rate of the laundry detergent market exceeds 30%. In 2012, laundry detergent surpassed laundry soap to become the second largest category in the laundry detergent market. In 2014, laundry detergent ranked first in the laundry detergent market. The market share of the large market has increased from 23.5% to 29.4%. Procter & Gamble’s brand Bilang launched laundry beads, while Omo chose to remain silent.

Bathing

Both P&G and Unilever started out by making soap. However, P&G’s Ivory soap brand has been handed over to others, and Unilever’s Dove Occupying global soap, it seems to have become the world's largest soap brand from 40.5% share.

Although Unilever is so bullish in the global soap market, in China, Unilever's soaps are no match for its old rival Procter & Gamble.

Since P&G’s Safeguard entered the Chinese market, Lux has gradually been forced into a corner in China. In just a few years, the "youngster" Safeguard has abruptly pulled "Lux" from the throne of soap dominance. According to 2001 data, Safeguard's market share reached 41.95%, 14 percentage points higher than Lux, which ranked second. Moreover, ComfortJia has begun to adopt a multi-category extension strategy. During the SARS period in 2003, Safeguard, which focused on sterilization, achieved qualitative growth. After all, it was very convincing to claim to remove 99% of bacteria during that period.

Until 2013, two brands, Safeguard and Lux, accounted for nearly 70% of the Chinese soap market, but Safeguard still occupied the number one position in the market with an absolute advantage. According to relevant data, until now, Safeguard is the largest brand in the two categories of soap and shower gel in the Chinese market.

Cosmetics

Olay entered the Chinese market in 1988 with the idea of ??"giving you youthful skin". In less than two years, Olay became the largest skin care brand in the Chinese market. . In the same year, the Pond's brand entered China with its flagship product cold cream. The efficacy claims of its products are similar to those of Olay. Both of them basically focus on whitening, anti-aging, and sun protection products.

Although the two brands are quite similar in positioning and functionality, and even have almost the same starting point in the Chinese market, Olay takes an omni-channel route, while Pond’s operates in KA and department stores. The channels are wavering, and the performance of the two brands in the Chinese market is also clear at a glance.

Although, in the entire field of beauty and personal care, Unilever surpassed Procter & Gamble for the first time in 2012 and became the world's second largest cosmetics company following L'Oréal Group. But in the beauty market, Procter & Gamble’s SK-II and Olay are in the spotlight. In contrast, Unilever has always looked inconspicuous. But this time Unilever seems to be tearing off its title of second-largest company in the millennium and is beginning to prepare to show off its skills in the beauty industry. According to the Financial Times, Unilever CEO Alan Jope once said that the company will continue to acquire or invest in a large number of beauty and personal care companies in the future, and will consider continuing to dispose of slow-growing assets. According to information disclosed on Unilever's global official website and media disclosures, since 2015, the group has completed nearly 30 acquisitions, 17 of which were beauty brands or companies. Including the much-watched Korean skin care brand AHC and the American professional makeup brand Hourglass. Through acquisitions and investment in the field of beauty and personal care, Unilever is preparing for a counterattack - to overpower Procter & Gamble and compete with L'Oréal.

Unilever’s layout characteristics of beauty brands can be summarized with four keywords: “high-end”, “natural and environmentally friendly”, “emerging channels” and “Chinese market”. It can be seen that Unilever also wants to get a share of the Chinese beauty market by seizing the consumption upgrade and the trend of Japanese and Korean cosmetics.

While Unilever is increasing investment and acquisitions in the beauty field, 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 increased by 3.1% year-on-year in the first quarter of 2019. The beauty and personal care department is the department that contributes the most to the group's performance, accounting for 40% of sales. Among them, high-end beauty brands maintained double-digit growth in the first quarter. The financial report pointed out that the series of brands acquired since 2015 have driven performance improvement, and annual sales are expected to increase by 3%-5%.

Over the past 10 years, the battle between P&G and Unilever has spread to various fields. In terms of the scale of the beauty and personal care business, Unilever is currently far ahead. According to public financial report data, P&G's annual sales in 2018 were US$66.832 billion, and Unilever's annual sales were 51 billion euros. However, in the beauty and personal care business, Unilever's sales in 2018 were 20.6 billion euros, while P&G's annual sales were only 12.4 billion US dollars, which is more than 10 billion US dollars less than Unilever.

10 years ago in 2008, this situation was reversed. At that time, P&G's beauty and personal care business had annual sales of US$26 billion, while Unilever's sales were US$16.8 billion. In 2012, Unilever surpassed Procter & Gamble in the beauty and personal care field for the first time, and has been unrivaled ever since.

In fact, this is closely related to their M&A strategy. Before 2007, P&G mainly bought brands, and after 2007, it mainly sold brands. In 2015, P&G began to reduce its brands on a large scale and focus on its core business. It packaged 43 cosmetics, hair care and fragrance brands including Max Factor, Wella and CoverGirl and sold them to Coty for US$15 billion. Compared with the 300 brands at the peak, by 2017, there were only about 65 P&G brands left. On the contrary, Unilever has actively acquired 17 beauty and personal care brands since 2015. Currently, Unilever has more than 400 brands, including more than 30 beauty brands.

In the field of beauty, Unilever has a richer brand portfolio and growth potential than P&G. But its brand power is still far behind P&G. Take SK-II as an example. SK-II global president Marcus Strobel once publicly revealed that SK-II’s sales in 2016 exceeded US$2 billion. According to media reports, SK-II’s sales in 2017 and 2018 Sales increased by 40% and 30% respectively. It is estimated that SK-II's sales in 2018 will exceed US$3.64 billion. This is almost larger than the combined size of the above-mentioned beauty brands acquired by Unilever.

However, the beauty business has clearly become the focus of Unilever's future development. The battle between Yuliang has quietly turned. Unilever may be targeting the beauty giant L'Oreal in the future.

From this, we can conclude that the most important reason why Unilever can't beat P&G is the lack of innovation. Looking at the home field of toothpaste, Crest focuses on whitening, while Unilever and China's local toothpaste Colgate repeated their anti-moth toothpaste, and were ultimately defeated by Colgate. In terms of laundry detergent, with the improvement of living standards, people also have certain requirements for material life. The market demand for laundry detergent is increasing day by day. P&G launched condensate, but Unilever is unknown and has not made any move to launch new products. In terms of hair shampoo, Unilever is even less worth mentioning. It only relies on CLEAR to focus on anti-dandruff, while P&G basically takes advantage of all the functions. Moreover, Unilever also has certain problems in advertising investment. Advertising investment is indeed very important as it is the medium through which products are promoted to consumers, but it is necessary to assess the situation.

During the years of its battle with P&G, Unilever has also used vicious competition methods - deep price cuts to gain more consumers. It's a good idea, but for a company, it's not the way to get the most benefit.

Perhaps, in future development, Unilever may not be able to surpass P&G in shampoo, toothpaste, toiletries, laundry detergent, etc. But in the beauty market, Unilever has a richer brand portfolio and growth potential. If Unilever wants to take the lead in the future beauty market, it must stick to the path of the beauty market; have good innovative ideas and keep pace with the times; have reasonable marketing methods and grasp the concept of luxury jewelry that can’t be bought but can be Most people spend money on skin care. Of course, quality is also the main reason why a product is not popular. On the basis of improving quality, we should improve the above three requirements.

Is Unilever a state-owned enterprise?

No.

Unilever is a daily consumer goods manufacturer operating in the food and detergent business. It was jointly established in 1929 by the Lever brothers and Margarine Unie. It is headquartered in Rotterdam, the Netherlands and London, the UK. It is a Fortune 500 company. Enterprise, one of the world's largest consumer products companies.

List of Unilever brands

All brand categories of Unilever

Unilever’s daily chemical brands include Lux, Sunsilk, Ponzi, Omni, Zhonghua et al.

Unilever's food brands include Lipton, Heluxue, Jinghua Tea, Lejia, Sijibao, etc.

Lux

Lux is a brand of Unilever. Its main markets include Arabia, India, Brazil, China, etc. In Japan, Lux dominates the market. Lux launches the first beauty soap in the United States. Available in more than 100 countries around the world. After landing in the Chinese market, Lux successively launched soaps, shower gels, and hair care products. With its unique formula and concept of skin care and hair care, it has been favored by more and more consumers.

Sunsilk

Sunsilk is derived from Sunsilk, another brand of Unilever. It is the world's largest hair care brand and has a variety of care and hair care products according to different hair types. The creation of Xia Shilian's brand in China has inherited Sunsilk's spirit of understanding women's needs. After development, Xia Shilian has grown into one of China's famous personal care brands with its natural and healthy brand image and innovative brand awareness.

Ponzi

Ponzi is an American brand. Ponzi is a brand owned by Unilever. Ponzi's technological innovation and understanding of women's individual needs have laid the foundation for Ponzi to stand in the fiercely competitive international market. Ponzi has a variety of skin care products in China, including Ponzi basic skin care series, Ponzi whitening series, Ponzi anti-aging series, etc. , and there are corresponding cleansing products.

Sensitive

Omo, the largest home care brand owned by Unilever China and an expert in the field of laundry, has always maintained a leading position in the high-end market of laundry products in China.

China

A Chinese toothpaste brand whose products are supported by Unilever's global RD center, with leading technology and excellent quality commitment, is a toothpaste brand recognized by FDI.

Lipton

Lipton is the world's largest tea brand. Lipton's mission is light, vitality and natural joy. Thomas Lipton is the founder of this brand. As a brand of Unilever, Lipton occupies a considerable market share in large and medium-sized cities in China.

He Xue

Xue Lu is a famous British ice cream company, headquartered in the UK and with many branches around the world. It is a subsidiary of Unilever. The ice cream brand produced in China is "Heluxue".

Jinghua Tea

"Jinghua Tea" is the first tea trademark in New China, registered by Beijing Tea Corporation, the second commercial group in Beijing. Tea sales across the country are changing from exclusive operations to open operations, and competition in the domestic tea market is becoming increasingly fierce. According to the needs of the development strategy at that time, Beijing Ershang Group decided to transfer the "Jinghua Tea" brand to Unilever for a fee.

Knorr-Bremse

Lejia is the world's number one condiment brand owned by Unilever. Lejia has always insisted on manufacturing high-quality products and bringing fresh and delicious ingredients to consumers. Its breakthrough innovation in seasoning products not only satisfies tastes from all over the world, but also adds endless fun to the gourmet life of global consumers and provides better dietary solutions for mothers.

Sijibao

Sijibao, formerly the peanut butter brand of Unilever, is a high-quality peanut butter made from first-grade peanuts and advanced production technology. Suitable for both Chinese and Western styles. With its excellent quality and delicious taste, it is widely loved by consumers in China and brings you the pleasure of gourmet food.