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LIX Introduction

Lix Detergent Joint Stock Company (LIX) was established in 1972 in Ho Chi Minh City, Vietnam. LIX produces soap, cleaning compounds, and toiletries, with main products including powder and liquid detergent, dishwashing liquid, fabric softener, and floor and toilet cleaners. The company aims to provide high quality products at reasonable prices while respecting human life and society. LIX has an annual turnover of over $6 million from exports to countries in Asia, Africa, and Australia. It is the only Vietnamese manufacturer that exports detergent to Japan. While Vietnam's detergent market has seen foreign companies gain dominance, LIX continues to compete as one of 30 domestic manufacturers and hopes to sell more

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226 views2 pages

LIX Introduction

Lix Detergent Joint Stock Company (LIX) was established in 1972 in Ho Chi Minh City, Vietnam. LIX produces soap, cleaning compounds, and toiletries, with main products including powder and liquid detergent, dishwashing liquid, fabric softener, and floor and toilet cleaners. The company aims to provide high quality products at reasonable prices while respecting human life and society. LIX has an annual turnover of over $6 million from exports to countries in Asia, Africa, and Australia. It is the only Vietnamese manufacturer that exports detergent to Japan. While Vietnam's detergent market has seen foreign companies gain dominance, LIX continues to compete as one of 30 domestic manufacturers and hopes to sell more

Uploaded by

Quyên Hoàng
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Introduction

1. Company Background
Lix Detergent Joint Stock Company (LIX), based in Ho Chi Minh city, was
established way back in 1972, formerly known as Huan Huan chemical industry
factory, a private company and only changed to an independent unit called LIX
Washing-Powder Co. under Vietnam Chemical Corporation in 1990. LIX is
engaged in the production of soap, cleaning compound, and toilet preparation
manufacturing with main products including powder and liquid detergent,
dishwashing liquid, fabric softener, floor and toilet cleaner. The company vision is
to bring LIX products with high quality at reasonable price for end consumers
with respect and responsibility for humans lives and society while its mission is
to become a leading manufacturer in producing and trading household products in
Vietnam with stable development strategies, on the basis of solid distribution
systems and pioneering in technology innovation to bring the highest added
values to shareholders, employees and society. Lix has a Distribution system
throughout domestic market including 76 distributors and agents. The company
also has been exporting to Japan, Korea, Singapore, Taiwan, Cambodia,
Phillipines, Australia, Ghana, Ethiopia, etc with the turnover of over USD
6,000,000 per annum. It is safe to say Lix is the only manufacturer in Vietnam that
exports detergent to Japan, one of the strictest markets in the world. In 2000, the
company was granted certificates of having a quality control system in accordance
with international standard ISO 9002. Other outstanding achieved awards worth
mentioning are Vietnam High Quality Goods, Reliable Exporters in 2004, 2005,
Top 100 Viet Trademark 2009, 500 fastest Growing Enterprise Vietnam in 2011,
2012 and Top 50 The most effective Business Enterprises in Vietnam in 2013,
2014.
2. Detergent Industry
The detergent market in Vietnam has witnessed a steady growth in the past few
years but has also seen an oligopoly, with more than 30 domestic manufacturers
being gradually overshadowed by foreign companies. Vietnamese detergent
manufacturers have been courageously struggling with foreign ones to regain the
home market. A report by the Vietnam Competition Authority under the Ministry
of Industry and Trade showed that among 10 economic sectors, there were up to
seven sectors facing oligopoly. Lix was seen as one of the 30 domestic companies
that were competitive enough with foreign manufacturers. However, since 2000,
the company has become a processor for Unilever. At that time, processing
accounted for 70 percent of the companys production and until 2011, despite the
companys efforts to expand business and increase products--the rate remained at
34 percent. In reality, the familiarity of Lix in the domestic market remained poor
as its products were mainly exported to Cambodia, Philippines and Japan.
Currently, the company has mainly distributed products in the south-west area for
consumers of average-income segment. The same problem happened to quite an
amount of domestic manufacturers as well. Nevertheless, while having to do the

outsourcing for bigger companies, domestic manufacturers still cherish the dream
of selling products under their brands.

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