Nivea's brand development

Nivea, a global skin care expert from Europe, officially entered the China market on 1994. Nivea has accumulated a good brand in China since the 1920s, and has been adhering to the scientific and rigorous enterprise spirit of German Beiersdorf Co., Ltd. In just eight years, Nivea has become a skin care brand that consumers are willing to get close to and accompany. Bdf1882 was founded in Hamburg, Germany. The enterprise is divided into three parts: cosmetics division (62%), industrial adhesive tape TESA division (17%) and medical supplies division (2 1%). There are nearly 20,000 employees. Marketing in 100 countries.

For more than 100 years, the company's business philosophy of "research, innovation and pursuit of high quality" has laid a solid foundation for the company's research and development. The patented water-in-oil Nivea Moisturizer, which was born in191,is the beginning of the company's research and development in the cosmetics division. Today, at ——BDF PGU Research Center, the most authoritative skin and medical research center in the world, 100 doctors are developing natural and efficient products, and the results make Nivea the largest skin care brand in the world. Its brand image-"Nivea can give the gentlest care to the skin" has been deeply rooted in the hearts of the people. In Europe, "Nivea" has become synonymous with skin care. In August 2003, Businessweek magazine published the latest 100, the most valuable brand in the world. Nivea brand ranked 92nd, and its brand value increased by 8%. In 2007, German Beiersdorf Company invested 3,654,387,000 euros (equivalent to RMB 3.5 billion) to acquire 85% shares of Bao Si Daily Chemical, a subsidiary of Bao Si International Group.

1On June 8, 994, Nivea (Shanghai) Co., Ltd. Nivea (Shanghai) Co., Ltd. was established. At that time, she was a joint venture between German Beiersdorf Company and Shanghai finis Industry and Trade Company (a subsidiary of Shanghai Phoenix Daily Chemical Co., Ltd.). In February, 20001,Nivea (Shanghai) Co., Ltd. became a wholly-owned subsidiary of Beiersdorf Company in Germany.

Nivea's history in China can be traced back to 1930. At that time, Nivea Blue Tank Moisturizing Cream (translated as "Nivea" at that time) entered the China market and spread all over the major pharmacies and department stores in Shanghai, Tianjin, Beijing, Hankou, Guangzhou and other places. It became a skin care product suitable for all ages and enjoyed a high reputation, thus winning a large number of loyal consumers. In 1980s, China reopened to the outside world, and Nivea became the first international skin care brand to return to China.

Nivea (Shanghai) Co., Ltd., founded in 1994, has introduced a series of products from the German headquarters, each of which incorporates the century-old skin care experience and technology of BDF. In order to ensure the quality, we basically use imported raw materials, hoping to introduce high-quality Nivea skin care products to domestic consumers.

The company's successful performance is attributed to the company's consistent business philosophy: pursuing steady and healthy development; Establish an efficient and professional team; Managing companies with numbers; Get rid of the weeds and keep the seeds, and pursue Excellence. Nivea (Shanghai) Co., Ltd. is committed to creating a perfect quality of life, making Nivea a well-known leading brand in China and creating a bright career future.

Nivea's history began with the breakthrough discovery of the first water-in-oil emulsifier Eucerit, which made it possible to manufacture this type of stable emulsion for the first time. In 19 1 1 year, Oskar Troplowitz, the boss of Beiersdorf, worked closely with Isaac, a chemist, and PaulUnna, a dermatologist, to develop a lotion based on this emulsion. 1911February, the world's first long-lasting moisturizer appeared. Troplowitz named this cream NIVEA, which comes from the Latin word NIVUUS, meaning "Snow White". The first listening design has rich artistic imagination, embodies the style of the times, and conforms to the mainstream concept of people's view of women-exquisite, fragrant and feminine. In 1930s, Nivea strengthened its concept as a skin cream for outdoor entertainment. Beiersdorf introduced a special tanning cream, and soon this product with skin care and tanning effect was recognized. Beiersdorf provides consumers with the weather conditions in the next two weeks through Nivea weather calendar. These weather forecasts show the weather trends in the form of charts, which are well received by the public and help Nivea become a skin cream suitable for all seasons. During World War II, EllyHeussknapp managed Nivea's advertisements, and Nivea was protected from Nazi ideology.

She also realized the mutual promotion of trademark colors blue and white with fresh air and sunshine, insisted on using these colors, and kept this tradition to modern times. Nivea's values about health and body have regained public recognition. In fact, consumers in many countries believe that Nivea is a local brand. Beiersdorf thinks this little confusion is the best respect for Nivea. Nivea's blue listening package is timeless. As long as the demands of consumers are continuously met, all Nivea's body care products will have a bright future like the first Nivea moisturizing cream product launched by 19 1 1.