作者：椎间盘 ??缘由： 　　 　　联合利华Unilever最近开始在中国及亚洲大陆市场大力推广其专为亚洲人设计的一款香体剂（deodorant，除臭剂）。。。挑战中国人历来引以为豪的清新体味观念！ 　　 　　目前，该款产品的电视广告在国内大城市的电视台上已有播出。。。。 　　 　　------------------------------------------------------------ 　　 　　“Rexona舒耐在中国上市，不仅将丰富联合利华在中国的产品线，更将为中国的日化行业开拓出一个全新的广阔市场！”联合利华大中华区主席薄睿凯，在Rexona舒耐中国上市发布会上的这番话可谓豪情万丈。 　　 　　　　6月16日，联合利华旗下的止汗香体产品“Rexona舒耐”在上海可·当代艺术中心举行了其正式登陆中国的发布会。无论是盛装出席的Rexona舒耐内地首位代言人Elva萧亚轩，还是特邀到场的内地人气偶像“好男儿”张晓晨、魏斌、张超、张殿菲，无不让人对联合利华此次重拳出击“止汗香体”市场浮想联翩：一年前“清扬”进攻洗发水市场的硝烟尚未散去，日化板块的新一场鏖战似乎即将打响。 　　 　　 　　 　　Do Asians need deodorant? Unilever say yes 　　 　　“Asia is a market we have never really cracked. They don’t think they smell, but people everywhere smell” 　　- Russell Taylor, Unilever - 　　 　　Whilst the UK currently leads the rest of the world in deodorant spending at around 125RMB per person annually, China’s average is 0RMB with only 7 per cent of all of Asia reckoned to be using BO basher. 　　 　　It’s no surprise then that Unilever (the people who make Axe / Lynx, Sure, Impulse etc.) are dreaming of the 6 billion un-deodorised armpits across Asia with cash tills ringing in their ears and are currently cooking up an ad campaign to make this happen. 　　 　　Their main opposition in this part of the world is likely to be biology- here comes the science bit- East Asians in general have far fewer Apocrine sweat glands than people from the rest of the world. 　　 　　一些老外对此的comments: 　　 　　By taihanasie 　　 　　[1] | 06/02/08 03:12PM 　　 　　 would agree that East Asians don’t smell as much, but they do indeed get BO, and a few really really could use the wonders of deodorant. As a frequent gym-goer, I can attest to that. 　　 　　Unilever is right though that the main difficulty in expanding in East Asia is the opinion of locals that they don’t smell. The biological lack of the glands that produce the BO should keep the market for deodorant smaller on a per capita basis, but the fact that some people here obviously DO have the glands, combined with the larger number of people, should at least ensure a sizeable market as long as opinions change. 　　 　　One nitpicky point: It is statistically impossible for China’s average spending on deodorant to be 0RMB. Even when I was living in Lanzhou, Gansu, I was able to find it in specialty stores (very few, mind you). So some people must be using it even there, although very few. And it is in all of the Watsons and Mannings in Shenzhen. They wouldn’t supply it without a market. 　　 　　Usage may be less than 1 RMB on average, but the fact that it is being used by a few already bodes well for the marketing chances especially if Unilever can persuade people that deodorant is what "civilised" people wear. 　　 　　I am not trying to be derogatory with the use of that word. I have read several times before that many new products marketed in China have been able to take off through campaigns that persuade people that the product is either more modern or a luxury product. This appeals to the nouveaux riches, who in China are currently the fashion trendsetters. Farmers and factory labourers won’t start using deodorant anytime soon, but new products can trickle down to the masses after being adopted by those of greater means. 　　 　　This is how China is falling into the polluting car trap. People in China see cars as status symbols, so they buy cars. As more cars get on the road, the rest of the Chinese identify the status symbol, decide they want it, and then buy one once they have the means 　　By hotshotdebut 　　 　　[2] | 06/02/08 04:16PMI will definitely recommend this product to my coworker. He is either sweaty or his clothes stink. 　　 　　 　　By Andy Best 　　 　　[3] | 06/02/08 04:19PMCivilised people across the world should avoid BO by simpy staying properly hydrated with plenty of clean bottled water. 　　 　　When in sports or hard work situations, some odourless ’sports stick’, type back up can be applied. 　　 　　But as for men and women drenching themselves in scent - it’s a bizarre throwback to cloves in your pocket at the Elizebethan theatre. 　　 　　There’s nothing worse than approaching desirable person and then coming across a dense stench of perfume, aftershave or scented deodourant - especially if your asthmatic or have allergies. 　　 　　Lynx was massive when I was in high school, dehydrated, unwashed self-concious boys frantically psraying themselves down with ’Musk’ or ’Africa’ or whatever. 　　 　　It all could have be averted with some basic hygeine classes. 　　By vera 　　 　　[4] | 06/02/08 05:51PM 　　 　　I’d say that halitosis and general inattention to the teeth and gums are the biggest hygiene problem in China. 　　 　　Ever notice that pervasive acrid smell that infuses the metro? 　　 　　Ever talk to someone with breath so bad or teeth so gruesome you just want to run away? 　　 　　Where are all the dentists and orthodontists tapping this huge market??? 　　 　　 　　By Derek Sandhaus 　　 　　[5] | 06/02/08 07:37PM’ 　　 　　There’s nothing worse than approaching desirable person and then coming across a dense stench of perfume, aftershave or scented deodourant - especially if your asthmatic or have allergies.’ 　　 　　Yeah there is: approaching a desirable person and finding out they have really bad BO. 　　i find the "natural smell" can be quite sexy. 　　 　　 　　By zideshowbob 　　 　　[7] | 06/02/08 11:45PMBig up, Unilever! Maybe then a 15RMB product is no more sold by 60RMB. 　　I had some "private importers" during my half year stay. But would have been more easy if available for less! 　　 　　 　　By Fuzi 　　 　　[8] | 06/02/08 11:46PMThere is a big difference between a fresh "natural" smell and offensive body odor. The later is a stale, bacteria-riddled, noxious air that immediately makes you want to turn and get away from it. In my experience, East Asians aren’t immune from having this problem. 　　 　　I don’t like piling on of fragrances and the overpowering perfumes of most products, either. But one can present a fresh air about them without resorting to smelling like you’ve been dipped in cologne. Personally, I like an unscented antiperspirant. 　　 　　Now, the bad breath is another issue. Is it OK to tell someone their breath smells like something a vulture rejected? I’ve casually offered people a mint (taking one myself to make it less awkward) in the hopes they get the idea. 　　 　　I do hope Unilever starts a big marketing campaign in France, as well. It is sorely needed there! 　　亚洲人需要做除臭剂呢？联合利华公司说是 　　 　　“亚洲是一个市场，我们从来没有真正破获。他们不认为他们的气味，但各地人民的气味“ 　　-罗素泰勒，联合利华- 　　 　　虽然英国目前导致世界其余地区在除臭的开支大约125rmb每人每年，中国的平均是0rmb与只有7 ％的所有亚洲的估计是使用公报basher 。 　　 　　它的毫不奇怪，然后联合利华（人谁使斧头/猞猁，肯定的是，冲动等）均在做梦的60.0亿联合国deodorised armpits整个亚洲与现金tills响在他们的耳朵并正在煮食了一个广告运动，使这种情况。 　　 　　他们的主要反对党在这部分的世界很可能是生物在这里谈到科学比特东亚在一般少得多顶浆汗腺比人们从世界其余地区。 　　By nanheyangrouchuan 　　 　　[9] | 06/03/08 02:15AMDon’t some Asians get surgery to remove armpit sweat glands? 　　 　　Also, Unilever ought to push mouthwash in China. Body odor problems usually aren’t a problem on the subway or bus but when someone turns in my direction and exhales I feel punchy. 　　 　　There is no cultural excuse for yuck-mouth. 　　 　　 　　By Andy Best 　　 　　[10] | 06/03/08 02:43AMDerek 　　 　　I find strong perfume worse actually. Being a tee-totalling non-scent wearer, when I see people of either sex with make-up, scent and a cigarette - I feel like I’m on the set of a period movie, surrounded by ’fops’ - like Plunkett and MacLane. 　　 　　It’s a surreal world from my point of view. But that’s just me ... and err, other people who don’t drink or smoke ... anyone? 　　由taihanasie 　　 　　[ 1 ] | 06/02/08下午3时12分 　　 　　会同意，东亚不一样的味道，但他们的确得到公报，和几个真的真的可以用奇迹除臭剂。作为一个经常健身房- goer ，我可以证明这一点。 　　 　　联合利华是正确的，虽然主要的困难在扩大在东亚地区，是当地人的意见，他们不臭味。生物缺乏的腺体产生的公报应保持市场的除臭剂对规模较小的按人均计算，但事实上，有些人在这里显然有腺体，结合规模较大的有多少人，至少应该确保可观市场只要的意见改变。 　　 　　1 nitpicky点：这是统计学上是不可能为中国的平均消费对除臭剂要0rmb 。甚至当我是生活在甘肃兰州，我是能够找到它在专门店（极少数，请注意） 。所以有些人必须使用它，即使有，虽然很少。这是在所有的屈臣氏及万宁在深圳。他们也不会供应，它没有市场。 　　 　　使用可能会少于1元人民币，平均，但事实上，这是正在使用数已经好兆头营销的机会，尤其是如果联合利华能说服人，除臭剂是什么“文明”以人的磨损。 　　 　　我不是要被贬与使用这个词。我已看过多次之前，许多新的销售的产品在中国已能起飞，通过运动，说服人，该产品是不是更现代或一种奢侈的产品。这上诉到nouveaux财富，谁在中国目前的时装trendsetters 。农民和工厂工人将不会开始使用除臭剂，随时很快，但新产品可以涓滴向群众后，所采取的那些更大的手段。 　　 　　这是中国如何落入陷阱，造成污染的汽车。在中国，人们看到，汽车作为地位象征，所以他们买车。随着越来越多的汽车上了路，其余的中文识别身份的象征，决定他们想要它，然后买一，一旦他们有手段 　　太阳哦！ 　　 　　洋鬼子好意思说中国人有体味？！ 　　 　　又一次见识什么叫五百步笑五十步！ 　　 　　PS:洋鬼子的皮肤真的太粗糙了。。。不小心碰到一下都觉得是在墙壁上磨了一下。 　　 　　By Feds 　　 　　[11] | 06/03/08 09:48AMA lot of the people I’ve met in Shanghai brush their teeth in the morning when they wake up, then at night before sleep. In between they eat three meals - that’s right - they brush their teeth before eating breakfast and walk out the door with green onion between their teeth. A lot of men and women use toothpicks in restaurants, but that just ain’t the same as a good brush. Needless to say on the subway home there are a lot of dental issues, and I’m talking about the middle class here. No one seems to have ever been to a dentist for a cleaning; many only go when they have something hurting. I provoke surprise and muffled laughs when I pull out a toothbrush at work after lunch. 　　 　　As for B.O., office workers have issues because of the pressure cooker they work in. But more often it’s the manual laborers and elderly, who don’t wash daily. Seriously, many don’t. Often their only access to a shower is at a public ’bathhouse’. Plus a lot of people won’t take baths or showers because they’re afraid of getting cold afterwards. Many people, even those under 40, seem to have this fear of getting cold ingrained in them. They wash themselves with hot towels. It may be just as sanitary, but I have my suspicions. 　　 　　Oh yeah, and it gets up to 37 degrees with 99% humidity in the summer. Think that plays a part? 　　 　　 　　By James Creegan 　　 　　[12] | 06/03/08 09:50AMI love women with a nice delicate perfume, big tits and hair that smells like freshly mown grass. 　　What could be wrong with someone who’s clean and scented? 　　 　　Bacon scented perfume is the obvious next evolutionary step in my opinion, but those Calvin Klein idiots repeatedly ignore my letters. 　　 　　By Andy Best 　　 　　[13] | 06/03/08 02:53PMThat reminds me of that Kramer story arc in Seinfeld. 　　 　　He got an in to pitch his scent idea ’the beach’ (smell like you got back from the beach) to Calvin Klein but the exec laughed him out of the office. 　　 　　In a later episode he smells Jerry’s model GF’s new CK scent, "The ocean" and realised they ripped him off. 　　 　　 　　By WatchBagDVD 　　 　　[14] | 06/03/08 05:46PMJust rub a xialongbao under each pit and go... 　　 　　 　　By James Creegan 　　 　　[15] | 06/04/08 04:47PMWell since I know they’re interested, I’m pitching a new idea to Unilever this week. 　　 　　I’ll let you know if they go for it