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1、超越宝洁欧莱雅中国市场进攻战（BeyondProcter&Gamble,L'OREALChinamarketoffensive）After8yearsofpainstakingefforts,L'OREALhasbecomethemostdreadedinChinarivalProcter&gamble.Whowillruletheworld'sfastestgrowingcosmeticsmarket,therealshowdownhasjustbegunBeginning2001,L'OREAL((L'oreal)Asi
2、aPresidentPeiTianrui(ThierryPrevot)fromParistoChinawhenhebestartledatthebestsellingcosmeticscounters,shoppingmallsonthelittlenurse,Dabao,Yuesaithathehadneverheardofthebrand.IntheentireChinesemarket,theworld'slargestcosmeticscompanyactuallyonlyrankedtenth.4yearslate
3、r,Yuesai,smallnurseshavejoinedLancome,Maybelline,Paris,L'OREAL,VichyandothercomponentsoftheL'OREALglobalbrandcamp.In2004,L'OREAL'ssalesinChinawerecloseto3billionyuan,nearly16timesasmuchas1997whenitenteredchina."AlittleexaggerationtosaythatL'OREALChinahasdonewhatL'O
4、REALhasbeendoingintheworldfornearly100yearsin8years,"PeiTianruitoldGlobalEntrepreneursatisfaction.Injust8years,L'OREALhasnotonlysuccessfullyintroduced12ofits17internationalbrandsintoChina,butalsogobbledupsmallnursesandYuesai.Thirdpartydatashowthatin2004thecompanyoc
5、cupiedtheChinacosmeticsmarket(onlyincludingcosmetics,skincareproducts,suchasHairColoring,notincludingshampoo)9%share,secondonlytoProcter&Gamble,rankingsecondinthemarket,whileayearagothedataisabout6%,inthird.InFebruarythisyear,L'OREAL,founded98yearsago,announceditsl
6、atestearnings.Inthe2004fiscalyearendedDecember31,2004,L'OREALachievedaglobalsalesof14billion530millioneuros,representinganincreaseof6.2%overthepreviousyear.Annualpretaxprofitof2billion63millioneuros,anincreaseof10.3%,whichisthetwentiethconsecutiveyearL'OREALgroupre
7、alizedpretaxprofitstwodigitgrowth.ThegrowthrateofL'OREAL'sChinesebusinesshasreachedastaggering99%.L'OREAL(China)enteredthegroup'stopten"eliteclub"forthefirsttimeButaGoliath-likecorporategiantovershadowedL'OREAL'srays.Justthepriceto$57billionbyGilletteP&Ghasasacosme
8、ticfieldinthenewbattlefieldwin.In2004,Procter&GambleChinesebusinessrevenuereached18billionyuan,onlyaOLAYbrandwillcontribute2billionyuan.L'OREALha
