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上海家化联合股份有限公司是中国历史最悠久的化妆品企业，年主业营业额超过30亿元，盈利能力屡居同行第一。近三年中上海家化连续保持了30%以上的年销售收入增长幅度，是中国最大的化妆品企业之一。中国市场上第一瓶二合一香波、第一罐护发定型摩丝、第一瓶混合型香水、第一支护手霜……这一系列具有现代意义的日化产品均源于上海家化。企业拥有国内仅有的两个化妆品驰名商标美加净、六神及“清妃”、“露美”、“高夫”“佰草集”、“舒欣”、“飘洒”等著名品牌。

面对来势汹汹且实力雄厚的外国竞争对手，“六神”把握住了中国消费者的特殊品味——对传统中医文化的信赖，由此而确立的产品独特定位——中药成分的沐浴液，更是为自己建立了强势的市场区隔。在宝洁、联合利华等跨国公司的强势进攻下，“六神”沐浴露的策略，为中国本土公司如何利用本地优势做了一个漂亮的注解。

六神花露水是上海家化联合股份有限公司旗下的一个花露水品牌，于1990年面市。面市当年即大受欢迎，之后牢牢占据中国花露水市场，最高市场占有率超过70%。

六神品牌为大众消费者提供全家共享的夏季清洁、护理产品，帮助他们畅想夏日，体验清新。六神珍视传统，求真务实；崇尚和谐，追求创新，与大众消费者共享欢乐。

1990年第一瓶六神花露水上市。以“去痱止痒、提神醒脑”为明确产品诉求，通过“六神有主，一家无忧”的广告，迅速占领了花露水市场份额。

六神品牌随即成为上海家化夏令产品的主打品牌，并推出沐浴露等衍生产品，同样占有非常高的市场率。

六神沐浴露，是在国际沐浴露市场已经大体上被国外品牌蚕食的情况下由中国上海家化推出的一个有力的竞争品牌，具有鲜明的民族品牌形象。在很大程度上满足了中国消费者的消费需求。是中国消费者喜爱的沐浴露品牌之一。

1995年，上海家化推出了六神沐浴露，专攻中国夏季个人洗护用品市场。六神沐浴露很快就赢得了绝大部分六神花露水的用户，成为中国夏季个人洗护用品的第一品牌。

2000年，六神沐浴露就在国内取得了沐浴露市场的第一名。其市场份额超过13％。

2003年，在上海家化上市公司的营收贡献中，六神一个品牌的销售收入占十多个品牌全部营业收入的43％。

从20世纪末开始，国际著名的日化集团开始将中国市场作为新兴利润来源地之一，他们凭借着成熟的产品体系，先进的营销推广手段以及雄厚的资金保障在中国市场上兴风作浪。一时间P&G、UNILEVER、KAO等公司的产品充斥着商店的货架，消费者也以使用这些舶来品牌为荣；而民族品牌在强大的竞争压力下有些逐渐销声匿迹了，有些则成了国外集团的收购对象，剩下的又大多在苦苦支撑。在沐浴露市场中，P&G的舒肤佳、联合利华的力士成为耀眼的明星。

而六神却凭借着鲜明的本土化品牌文化内涵树立了强大的民族品牌形象。六神或“六位神灵”，是中医传统上用来治疗痱子和其它夏季疾病的药方名称，其中主要成分是珍珠粉和麝香。按照这个处方，1993年，上海家化推出了六神花露水，供夏天使用。以“去痱止痒、提神醒脑”为明确产品诉求，这个品牌迅速赢得了60%的花露水市场份额。

1995年，上海家化推出了“六神”沐浴露，专攻中国夏季个人洗护用品市场。

“六神”沐浴露的推出，一方面是鉴于“六神”品牌在市场上已具有的强大品牌效应，要将“六神”品牌的价值最大化；另一方面，面对跨国公司的挑战，上海家化把握住了中国消费者的特殊品味——在一些领域更加相信中医。在对消费人群进行分析后，上海家化推出“六神”沐浴露，将目标对准了“六神”花露水的使用者及长期青睐传统中医产品的消费者。产品推出后，很快就赢得了绝大部分“六神”花露水的用户，至1998年，在中国逐渐建立起的沐浴露市场中占据最大的市场份额，“六神”沐浴露成为中国夏季个人洗护用品的第一品牌。

Shanghai Jiahua United Co., Ltd. is the oldest cosmetics company in China, with an annual turnover of more than 3 billion yuan and its profitability ranking first in the industry. In the past three years, Shanghai Jiahua has maintained an annual sales revenue growth rate of more than 30%, and is one of the largest cosmetics enterprises in China. In China, the first bottle of two in one shampoo, the first can hair styling mousse, the first bottle of mixed perfume, the first hand cream... This series of daily chemical products with modern significance are all originated from Shanghai Jiahua. The company has only two famous cosmetics brands in China, namely, meijiajing, Liushen, Qingfei, Lumei, Gaofu, baicaoji, Shuxin and piaosha. Facing the fierce and powerful foreign competitors, "Liushen" has grasped the special taste of Chinese consumers -- the trust in traditional Chinese medicine culture, and thus established the unique positioning of products -- bath liquid with traditional Chinese medicine ingredients, which has also established a strong market segmentation for itself. Under the strong attack of P & G, Unilever and other multinational companies, the strategy of "six gods" shower gel has made a beautiful comment on how Chinese local companies take advantage of their local advantages. Liushen hualushui, a hualushui brand under Shanghai Jiahua United Co., Ltd., was launched in 1990. It was very popular when it was put on the market, and then it firmly occupied the Chinese flower and dew market, with the highest market share of over 70%. Liushen brand provides summer cleaning and care products shared by the whole family for mass consumers to help them imagine summer and experience fresh. The six gods value tradition, seek truth and practice, advocate harmony, pursue innovation, and share happiness with mass consumers. In 1990, the first bottle of Liushen flower dew came into the market. Taking "eliminating heat and relieving itching, refreshing and refreshing" as the clear product demand, the company quickly occupied the market share of hualushui through the advertisement of "six gods have their own masters, one worry free". Liushen brand immediately became the main brand of Shanghai Jiahua summer products, and launched shower gel and other derivative products, also occupying a very high market rate. Liushen shower gel is a powerful competitive brand launched by Shanghai Jiahua under the condition that the international bath gel market has been largely encroached by foreign brands. It has a distinctive national brand image. To a large extent, it meets the consumer demand of Chinese consumers. It is one of the shower gel brands loved by Chinese consumers. In 1995, Shanghai Jiahua launched six God shower gel, which specializes in China's summer personal care products market. Liushen shower gel soon won the majority of users of Liushen Hualu, becoming the first brand of personal care products in summer in China. In 2000, Liushen shower gel won the first place in the shower gel Market in China. Its market share is over 13%. In 2003, in the revenue contribution of Shanghai Jiahua listed companies, the sales revenue of one brand of Liushen accounted for 43% of the total operating revenue of more than 10 brands. From the end of the 20th century, the world-famous daily chemical group began to regard the Chinese market as one of the new profit sources. They made waves in the Chinese market with their mature product system, advanced marketing and promotion means and strong capital guarantee. For a time, the products of P & G, Unilever, Kao and other companies were full of store shelves, and consumers were proud to use these imported brands. Under the strong competitive pressure, some national brands gradually disappeared, some became the targets of foreign groups, and most of the rest were suffering support. In the shower gel market, P & G's Shufujia and Unilever's Lishi have become dazzling stars. However, Liushen has set up a strong national brand image with its distinctive local brand culture connotation. "Six gods" or "six spirits" is the traditional Chinese medicine prescription name used to treat prickly heat and other summer diseases. The main ingredients are pearl powder and musk. According to this prescription, in 1993, Shanghai Jiahua launched Liushen Hualu for summer use. The brand quickly won 60% of the market share of hualushui with the clear product demand of "eliminating heat, relieving itching and refreshing". In 1995, Shanghai Jiahua launched "six gods" shower gel, specializing in China's summer personal care products market. The launch of "six gods" shower gel, on the one hand, is to maximize the value of "six gods" brand in view of its strong brand effect in the market; on the other hand, in the face of the challenges of multinational companies, Shanghai Jiahua has grasped the special taste of Chinese consumers - more believe in traditional Chinese medicine in some fields. After analyzing the consumers, Shanghai Jiahua launched "six gods" shower gel, aiming at the users of "six gods" flower dew and the consumers who have long favored traditional Chinese medicine products. After the product was launched, it soon won the majority of users of "six gods" shower gel. By 1998, it had the largest market share in the bath gel market gradually established in China, and "six gods" bath gel had become the first brand of personal toiletries in summer in China.

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