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Articles by 林岳
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Unilever's Battle to Go Rural
As even Taobao and JD.com expand into rural areas, can Unilever, the most down-to-earth FMCG giant, afford to stay put in first-tier cities? Unilever has established a production base in Meishan, Sichuan, to tap into the vast consumption potential of China's western market, following a strategy of 'following China's rhythm' through gradient transfer and localized production.
林岳Liby: What Makes It Stand Out?
In 1997, a humorous ad featuring Chen Peisi promising to buy 'non-hand-hurting Liby dishwashing liquid' for his wife made Liby a household name across China, marking the brand's early success with平民化 positioning and product differentiation. Today, Liby's achievements, including top market share in dishwashing liquid and second in laundry powder, stem from strategic market entry, robust channel management, and timely marketing campaigns.
林岳