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吉列(Gillette)为宝洁旗下品牌，总部设于波士顿的吉列(Gillette)公司成立于1901年，目前有雇员3万人，主要生产剃须产品、电池和口腔清洁卫生产品。提到“吉列”，人们就会想到世界上最好的剃具。“掌握全世界男人的胡子”的吉列剃刀产品，在美国市场占有率高达90%，全球市场的份额竟达到70%以上。

据估计，如今在北美每3个男性中就有1个使用吉列锋速Ⅲ剃须刀。2005年在《商业周刊》评出的世界品牌100强中位列第15位，品牌价值175.3亿美元。

创始人

吉列公司的创始人坎普·吉列(KingC.Gillette)是巴尔的摩瓶盖公司的一名推销员。1895年吉列萌生了开发一种新刮胡刃的设想。经过几年的敲打，吉列发明了用后丢弃的剃须刀片，很快进入生产阶段。第一个剃刀(附有20片新刀片)于1903年做广告，该年一共售出51副。但直到1913年，吉列仅卖出168片刀片和51把刀架。一战给吉列刀片带来了机会，战争使吉列刀片成了“军需品”，使那些从未听说过自己动手、天天剃胡须的美国士兵，接受了吉列刀片。战后，士兵又带着它回到了各自的家乡。1917年，吉列刀片创造出1.2亿片销量的市场，市场占有率80%，有44家海外分公司。到1920年，大约有2000万人都在使用吉列的剃刀和刀片。第二次世界大战，吉列公司仍以“劳军”的名义，把数量巨大的剃须刀作为军用品供应美军，使世界上数百万上千万男人进入了这一市场。坎普·吉列终于实现了成为巨富的理想。

发展

由此，吉列公司获得战后的巨大发展。1939年，吉列获得世界职业棒球大赛独家广播赞助权，并一直保持到1950年。在以后的年代，吉列的名字频频在赛马、拳击、橄榄球等体育比赛中出现。1962年，公司连续第四次破纪录，销售额达到2.76亿美元，净利润为4500万美元，利润率达16.4%。在《幸福》杂志美国500家最大工业公司的利润率中，吉列公司排在第四位，投资回收率高居首位，达40%。1968年，吉列剃须刀创下了销售1110亿枚“天文数字”的历史纪录。

2次低迷

1980年以后，吉列经历的2次较明显的低迷都与营销小力相关，而重新回升也都与营销力度的加强有着密不可分的联系。2005年1月，美国宝洁公司宣布并购吉列公司，整个交易金额预计高达570亿美元。两家公司合并后将组成世界最大日用消费品生产企业。

在其100多年的历史中，吉列开创许许多多的行业第一:剃须刀架(1946年)、双刀剃须刀(1971年)、旋转头剃须刀(1977年)、弹簧剃须刀(1990年)以及“锋速3”剃须刀。2004年12月，吉列公布其最新的剃刀——女用VenusVibrance剃刀。

美国市场占有率

自从“吉列之父”KingC.Gillette创制了世界上第一把安全剃须刀开始，经过了几代人的不懈努力和创新，吉列不断给全世界带来多种革命性的产品，书写了男用剃须刀的历史。到1917年，吉列品牌在美国国内的市场占有率已达80%，奠定了其在刮胡刀领域的领导地位。自20年代开始，吉列逐渐进入国际市场，并迅速成长为国际知名品牌。

进入中国市场

吉列早在1998年就已经进入了中国市场，其产品的质量、信誉也已经得到了广大中国消费者的认可。吉列是男士护理方面领先的公司，产品包括剃须刀、刀片及其他剃须辅助品。同时，在某些女性护理产品(如脱毛产品方面)，吉列也处于世界领先地位。迄今，在中国市场，吉列品牌的剃须产品主要包括：锋速三系列，超级感应系列，感应系列，超滑旋转系列，超滑固定系列，威锋系列，超级蓝吉列双面系列，飞鹰系列，犀牛双面系列等;吉列女士专用刀架、刀片Venus，吉列女士超级感应系列等。个人护理产品主要包括：吉列男士护理系列(须前、须后)，吉列刮胡泡系列等。

Gillette is a brand owned by P & G. The Boston based Gillette Company was founded in 1901. Currently, it has 30000 employees and mainly produces shaving products, batteries and oral hygiene products. When it comes to Gillette, people think of the best shaver in the world. Gillette razor products, which "master the beard of men all over the world", have a market share of 90% in the United States and more than 70% in the global market. It is estimated that one out of every three men in North America now uses a Gillette III razor. In 2005, it ranked 15th among the top 100 world brands by BusinessWeek, with a brand value of US $17.53 billion. Founder of Gillette Company, King C. Gillette is a salesman for Baltimore bottle cap company. In 1895 Gillette conceived the idea of developing a new razor blade. After several years of beating, Gillette invented the discarded razor blade and soon entered the production stage. The first razor (with 20 new blades) was advertised in 1903, when 51 copies were sold. But until 1913, Gillette sold only 168 blades and 51 shelves. The first World War brought the opportunity for Gillette blades. The war made Gillette blades become "military products", and made those American soldiers who had never heard of shaving their beard by themselves every day accept Gillette blades. After the war, the soldiers took it back to their hometown. In 1917, Gillette blade created a market of 120 million pieces, with a market share of 80% and 44 overseas branches. By 1920, about 20 million people were using Gillette's razors and blades. In the Second World War, Gillette Company still supplied a large number of razors to the US Army as military products in the name of "labor force", bringing millions of men in the world into this market. At last, Kemp Gillette realized his dream of becoming a rich man. As a result, Gillette Company gained great development after the war. In 1939, Gillette won the exclusive radio sponsorship of the world series, which lasted until 1950. In the later years, Gillette's name appeared frequently in horse racing, boxing, rugby and other sports. In 1962, the company broke the record for the fourth time in a row, with sales reaching 276 million US dollars, net profit of 45 million US dollars and profit margin of 16.4%. Among the 500 largest industrial companies in the United States, Gillette ranked fourth, with a high investment recovery rate of 40%. In 1968, Gillette razors set a record sales volume of 111 billion "astronomical figures". After two downturns in 1980, the two obvious downturns experienced by Gillette are all related to the small marketing forces, and the re recovery is also closely related to the strengthening of marketing forces. In January 2005, P & G announced the acquisition of Gillette Company, with the total transaction amount expected to reach US $57 billion. The merger of the two companies will form the world's largest producer of consumer goods. In its more than 100 years of history, Gillette has created many industries first: razor holder (1946), double razor (1971), rotary head razor (1977), spring razor (1990) and "speed 3" razor. In December 2004, Gillette announced its latest razor, the women's Venus vibration razor. Since King C. Gillette, the father of Gillette, created the first safety razor in the world, the market share of the United States has been continuously bringing a variety of revolutionary products to the world and writing the history of men's razors through the unremitting efforts and innovation of generations. By 1917, Gillette's market share in the United States had reached 80%, which established its leading position in the field of razors. Since the 1920s, Gillette has gradually entered the international market and rapidly grown into an international well-known brand. Gillette has entered the Chinese market as early as 1998. The quality and reputation of its products have also been recognized by the majority of Chinese consumers. Gillette is a leading company in men's care. Its products include razors, blades and other shaving accessories. At the same time, Gillette is also a world leader in some women's care products, such as hair removal products. So far, in the Chinese market, the shaving products of Gillette brand mainly include: three series of front speed, super induction series, induction series, super sliding rotation series, super sliding fixed series, Weifeng series, super blue Gillette double-sided series, Flying Eagle series, rhinoceros double-sided series, etc.; special knife holder for MS. Gillette, blades Venus, super induction series for Ms. Gillette, etc. Personal care products mainly include: Gillette men's care series (before and after the beard), Gillette shaving bubble series, etc.

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