A decade ago, unilever pushed its deodorant to China and dreamed of entering a market of 2.6 billion armpits, according to a report on the media on February 5.
According to the New York times website reported on February 2, at that time, China's compensation on the rise, an increase in consumer spending, the upcoming 2008 Beijing Olympic Games to the Chinese audience more international.By rights, they should be willing to accept western health products.
Unilever (China) company, the former head of frank Mr. Ken said in a telephone interview: "we are starting from scratch in many countries make the mature market for rexona deodorant, we can't figure out why we can't do it in China."
But cultural differences and purely physical reasons -- scientific research shows that many asians do not have the taste problems of westerners -- have frustrated these plans.It is estimated that less than 10 percent of Chinese today use deodorants, and they are almost all in big cities.
The report argues that the growth of China's consumer class has not only boosted global growth, but also significantly increased revenue from a range of western brands such as starbucks and KFC.Nowadays, many Chinese choose to drink coffee instead of tea.Eat cheese and ice cream even if it may cause stomach upset.In a country where old people are often told not to drink cold water, many people drink iced soda.
But efforts by some western companies to woo Chinese consumers have apparently failed.
Take tampons for example.
Most Chinese women choose sanitary pads because they think tampons are invasive, the report said.Sales of tampons in China were $136 million in 2016, a fraction of the sales of sanitary pads ($4.9 billion), according to mintel.
In 2000, procter & gamble gave up its plan to continue selling the tampon tampon in the Chinese market.However, the product returned to the Chinese market last year.In a statement, li fengting, the head of the brand in China, said the product was reintroduced in China to appeal to a younger generation of women.
Brands such as apple and starbucks have been successful because their products enable Chinese consumers to prove to the world that they have achieved some kind of ambition, the report said.Products that are not seen by outsiders are hard to do.
When global deodorant manufacturers start to enter the Chinese market, they emphasize that sweating can be awkward in social situations.This is a proven view in the west that sweating can keep people away from social interaction and thus lose the chance of a romantic encounter.
Lucia liu, deputy manager of unilever's skin-care products, said the Chinese were deaf to the message.
"The traditional Chinese concept is that sweating is good because it helps to detoxify people," she said.It's a difficult marketing hurdle to overcome.
Deodorant sales in the U.S. totaled $4.5 billion in 2016, compared with $110 million in China, according to euromonitor international.In addition, deodorant sales in other east Asian markets are not ideal: Japan's sales in 2016 are about a tenth of that in the United States.
Information: on September 10, 2015, unilever global CEO Paul polman (left) visited the second plant of tianjin industrial park.
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