Unilever is one of the leading fast-moving consumer goods companies. Its products are sold in 190 countries. Unilever products represent 57% of emerging markets worldwide. He has his own principles and values. It offers around 400 branded products. Among them, 14 are very important. Products owned by Unilever include food, beverages, cleaning products and personal care products. Rexona and surfing are Unilever's two flagship products. Let's see how Unilever enters the Chinese market. Many Unilever products sell in the Chinese market, ranging from luxury soap to Lipton tea bags. Unilever established its first business operation in Shanghai in 1923, then quickly became China's largest soap market. At that time, Lux was the popular Unilever product in China. Even after China's reform in 1980, luxury was rarely sold in Shenzhen, a developed city at that time. When people went to Shenzhen, they bought luxury soap to give as gifts to their loved ones. It was the luxury item at the time. But today it has become an ordinary item that can be purchased in small stores. After China's reform and opening up in 1980, international personal care brands flocked to the Chinese market. Then a US-based company called Proctor and Gamble became a competitive enemy for Unilever. This forced Unilever to reduce its price. As a result, Unilever products faced an economic crisis at that time. There are many similarities between P&G and Unilever. They both make many similar products. Both produce different types of home and personal care products. There is also a difference between Unilever and P&G such that Unilever also produces several brands of food products like Lipton tea...... middle of paper ...... Unilever has gained huge popularity in the world because of its quality of their FMCG products in the consumer world. So I think it can easily expand its business in China and make maximum profit due to the PESTLE factors we discussed above. Unilever can improve its business by changing the style of its products and expanding the variety of its products in order to feel a change in the minds of consumers. The Chinese produce many soap products with good quality and lower prices. But in a modern world of globalization, people always look for a branded product. This makes it easier for Unilever to be a leader in the soap production sector. In addition, Lux soap is a high quality soap and has a longer experience in the soap industry. This is the main factor that attracts many people to buy these soaps. It can stand firm even in times of economic crisis.