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联合利华集团总部分别设在荷兰鹿特丹和英国伦敦,是世界上最大的日用消费品企业之一,在美国《财富》杂志的全球大公司排行榜上,联合利华一直位居前50位。和路雪公司隶属于联合利华集团,是联合利华旗下最大的品牌,也是全球冰淇淋市场第一大品牌,包括可爱多、百乐宝、可丽波、梦龙等子品牌。和路雪冰淇淋在全球近50个国家的年销售额现已达到50亿欧元,占联合利华集团总销售额的10%。进入2005年,和路雪的广告的沉寂多年之后,重新开始出现在中国的电视广告中,看来,和路雪在经历过太多的挫折之后,仍然对中国市场不肯轻言放弃。实际上,自从1994年进入中国市场到今天,和路雪在中国的总投资已逾3亿美元,合24亿人民币。随着广告的投入,市场在不断扩大,和路雪在中国也享有了很高的知名度,成为中国冰淇淋市场最知名的品牌之一。然而,高知名度并不等于利润的丰收。实际上,直到2002年和路雪才首次实现在华赢利,然而不幸的是,在2003年旺季来临之即恰逢非典,正处于上升势头的和路雪在中国的占有率出现明显下滑。分析和路雪的失败,突如其来的非典似乎是导致和路雪衰落的直接原因,然而仔细分析,这仅仅是客观原因之一,除此之外,更多的是主观上的原因。
With headquarters in Rotterdam, the Netherlands and London, England, Unilever Group is one of the largest consumer products companies in the world and consistently ranks in the top 50 in Fortune’s global list of major companies. And Snow Road under the Unilever Group, is Unilever’s largest brand, is also the world’s largest ice cream market brands, including the lovely multi, Baile Bao, Corolla, Dream Dragon and other sub-brands. And Snow ice cream in nearly 50 countries worldwide annual sales now reached 5 billion euros, accounting for Unilever Group’s total sales of 10%. Entering 2005, many years after the quiet silence with Lu Xue, it started to appear on television advertisements in China again. It seems that Lu Xue, after experiencing too many setbacks, still refuses to give up on the Chinese market. In fact, since entering the Chinese market in 1994 up to now, Luoxue has invested over 300 million U.S. dollars in China totaling 2.4 billion yuan. With the investment in advertising, the market is constantly expanding, and Lu Xue enjoys a high reputation in China and has become one of the most well-known brands in China’s ice cream market. However, high visibility is not equal to the good harvest of profits. In fact, it was not until Luochun’s first profit-making in China in 2002, but unfortunately, the peak season approaching SARS in 2003 coincided with the rising trend of Lujue Snow in China. An analysis of the failures of roads and snow and the sudden appearance of atypical pneumonia seem to be the direct cause of the decline of the road and snow. However, careful analysis shows that this is only one of the objective reasons. Apart from that, more is subjective reasons.