The pursuit of the localization of multinational company-Unilever

The pursuit of the localization of multinational company-Unilever.Unilever as the earliest foreign-capital enterprise entering China
A, not only witnessed the development of China’s reform and opening up, also in Gradually realize the localization of multinational companies.


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Unilever’s history can be traced back to 80 years ago in China, unilever brother along the huangpu river in Shanghai set up a Chinese soap co., LTD. In 1986, unilever to return to China. By 2001, unilever’s investment in China a total of about $1 billion, has introduced more than 100 advanced patented technology, the production of more than 20 brands of products. In 2007, unilever established the China regional headquarters in Shanghai.
From joint venture to wholly owned, from forays to the primary and unilever, the has been in the Chinese market through a very of the multinational company, as one of the earliest foreign-capital enterprise entering China, it witnessed the development of China’s reform and opening up not only, also in gradually achieve the “localization of multinational companies’ journey on this goal, for the chemical industry has brought China’s dynamic and change.
Recently, unilever, vice President of greater China Ceng Xiwen told reporters the unilever China tour rough with just a few degrees wind and rain.
Shanghai, back to the first city of China
Unilever with Chinese origin can be traced back to 80 years ago, in 1923, the British lever brothers soap company was established in Shanghai huangpu river soap co., LTD in China, this is unilever come into China’s first footprint. Later, due to various reasons, unilever had to withdraw from China, once again return to the Chinese market in 1986, has been to “do the localization of multinational corporations” as its goal diligently.
In Ceng Xiwen view, unilever development course in China is a microcosm of China’s reform and opening up, and from the joint venture to wholly change process, has become in his eyes “reform and opening up development depth and breadth, the strength of the witness”.
After the “reform and opening up, the multinational companies to enter the Chinese real, like unilever is one of the more early in 1986 to enter the Chinese, we are the first company to enter the multinational companies in Shanghai,” Ceng Xi said, “because we have an emotional knot in Shanghai, so the first partner in Shanghai is Shanghai ZhiZaoChang, is to return to our original factory. Due to the policy restriction, unilever can only choose joint venture. Joint ventures in Shanghai, unilever has reached 7, however, the architecture of the joint venture company has seriously reduced the efficiency of company management. For example, the provisions of each company general manager, finance, sales, system have to is a single set of group, so the unilever set up 14 joint ventures in China, there are 14 sets of team, there are 14 general manager, chief financial officer at 14, 14, director of sales, a lot of people.”
Ceng Xiwen said, carefully research the history, will see China’s reform and opening-up of speed is very fast. “Reform and opening up is not only a foreign investment is allowed to enter China, but the whole idea of thinking changes.” Ceng Xi said.
In 1999, after the return to China for 13 years, unilever implement merge various joint venture in China, the conversion of the abandoned ZhiZaoChang with Shanghai, Shanghai toothpaste factory joint venture relationship, but directly with the Shanghai light industry holding group cooperation, formed the unilever co., LTD., it also makes the unilever control greatly strengthen of its China operations. Shanghai light industry holding group in subsequent years, the joint venture company and gradually diluted from 23% to 10% of its stake, until 2005, unilever to buy back shares, after become a wholly-owned multinational company.

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