Founded in 1923, Shanghai Soap Co., Ltd. is the oldest soap making enterprise in China, and Fan is one of the company's main brands. At the end of 2000, the total assets of Shanghai Soap Company were 1.62 billion yuan, and the sales revenue was 1.018 billion yuan. Fan brand soap has a long history and is a well-known domestic brand for generations of Chinese, with excellent product quality and obvious use effects. However, in recent years, fan soap has been inferior to foreign brands, its market share has decreased, and its positioning cannot be improved, and the advantage is only that the price is cheap and affordable.