Brand Marketing
14 Years Ago It Earned 1.8 Billion from Selling Laundry Detergent and Toothpaste; Now Even Li Ka-shing Can't Save It
In China's daily chemical sector, if seniority were the criterion, the protagonist of today's story would likely sit at the top. How impressive was it? The first pack of Gongnong brand laundry powder, the first bottle of liquid dishwashing detergent, and the first tube of toothpaste in China were all produced by it and its subsidiaries. It pioneered China's detergent industry and was once the leading local daily chemical enterprise. Its name is White Cat, and you've certainly heard of it or used its products. Founded in 1948, White Cat (then known as Shanghai Yongxin Chemical Industry Co., Ltd.) initially was a small private factory producing soap, glycerin, and stearic acid. Two years later, with the help of the Shanghai Municipal Finance and Economics Committee, White Cat, facing funding and operational difficulties, transformed into a state-owned enterprise.
石薇