在欧洲人眼里仅有的两个专业护肤品牌之一的妮维雅,早在1930年就已登陆中国,但它在中国消费者的心中一直是“徒有其名”——有名牌没效益。自1994年在华合资建厂后的6年中,作为中档护肤品牌的妮维雅在中国一直处于旁氏、玉兰油等同档位强势品牌的挤压之下,无法进入主流化妆品之 Nivea, one of only two professional skin care brands in the eyes of Europeans, landed in China as early as 1930, but it has always been “justified” in the minds of Chinese consumers—a brand name has no benefit. In the six years since the joint venture was established in 1994 in China, Nivea, a mid-range skin care brand, has been under the pressure of strong brands like Pond’s and Olay in China, unable to enter mainstream cosmetics.