NICE Group was originally a state-run 57 chemical plant that’s established in 1968. In 1993, the chemical plant started undergoing shareholding reform and eventually NICE Group was subsequently founded later in 2001.Headquartered in Lishui, Zhejiang Province, the group also has five manufacturing branch bases in Yiyang in Hunan Province, Chengdu in Sichuan Province, Zhengding in Hebei Province, Siping in Jilin Province, and Urumchi in Xinjiang Province. NICE Group has been the leading industry of the cleaning product sector ever since 1994 in China. Its three major product lines, which are washing powder, liquid detergent and soap, are the top ones in terms of the sales volume domestically. Internationally, the group made it into the top eight chart in 2005.

NICE Group currently has over 10,000 employees and produces one million tons of washing powder, 300,000 tons of soap, and 250,000 tons of liquid detergent annually. All of the company’s brands have their own intellectual property rights while NICE and DIAO are well-known trademarks in China. NICE has set the bar for the Chinese soap industry and proven to be a successful brand in China. DIAO on the other hand is a representing brand of the Chinese washing powder industry and a forerunner in the industry of household and personal care chemical. Recently launched brands such as Supra, Soling, 100 Year Hair Care, Lizi, Mailian and YOU R YOU etc. are also having a great performance in the market since the roll out. The group has an efficient and mature market network and has set up over 50 sales branches, 3 overseas subsidiaries with several of its product lines entering the Europe, Africa, Oceania, Southeast Asia, American, and New Zealand and other districts and countries.

“Enhancing your life quality” is the corporate philosophy of NICE Group as it goes forward to achieve its vision, which is making the world better. NICE Group possesses a strong and competent R&D team as well as world-class production facilities and advanced environmental protection infrastructures. With all these advantages, the group has formed a modern, digital, and responding management system that’s coordinated by protocols. Furthermore, NICE Group has also built strategic relationship with many global fortune 500 companies, which insures better product quality and allows NICE Group to keep up with the trend in the business world.

Just as water nurtures all beings and never causes conflicts, NICE Group also brings benefits to society and has accumulated many achievements. In the last four decades, NICE Group had been improving its water-like corporate culture, which encourages the company and its staff to work toward their goal, providing power for them to march on the ultimate goal of building a NICE that benefits the world.