Why are infected with high-quality brand in China, "self-mutilation habit" - Supor, appliance brand - HC network appliance industry-hc360
Recent years, Supor, a large treasure of Chinese toothpaste, Nanfu Battery , Barker Black , Shu Lei and so a large number of National Brand In the country Business Approved by the Ministry under the gradually acquired by foreign investors, resulting in some Chinese industries have almost fallen. In today's wave of global competition, foreign brands to local brands in China, "winning the war hit, can not win on the buy, buy on the shelf after the" traditional strategy, more and more tragic loss of national brand equity.
These were not foreign acquisitions of national brands are facing a serious loss of market performance, a situation close to the edge of collapse, the market performance of some of these are good quality brand. Puzzling is why these premium brands infected with "self-mutilation habit" it?
First, the association criticized system of enterprises. Funds between affiliated enterprises as unscientific, unreasonable operation, resulting in tighter capital chain, this background, the pain must sell their own high quality brand also a matter of course.
Dongsheng Technology Helplessness of its sub-brand of "white with black" transferred to Germany Bayer Group is obviously the case. "White with black", etc. OTC Dongsheng brand is the most representative of the fine assets, these brands in 2005, sales of 330.8 million yuan. However, technology is the major shareholder Dongsheng Dongsheng Dongsheng Pharmaceutical Group and the two shareholders, was once occupied by the amount reached 1.588 billion yuan; also did not disclose the existence of external security accumulated over 956 million yuan, Dongsheng money chain across the board in an emergency, desperation, in the Ministry of Commerce approved, Dongsheng technology will "Barker Black" and high-quality sub-brand to sell 1.072 billion yuan pain Bayer Group of Germany, which led China to date Pharmacy Areas with the largest foreign investment deal.
Secondly, the funny business competitive strategy. Some enterprises are often perceived brand performance in a long time could not break through the introduction of foreign capital cases chosen by the majority of shares sold to foreign brands in the way Cooperation Operation. It is worth mentioning that these brands before the market performance is not a loss.
Has originally BONS Group, Shu Lei, Feng Ying, Shun cool hair care brand on the four major U.S. Tao foreign Beiersdorf's so committed. BONS the responsible person: If the company does not cooperate with Beiersdorf, but also a healthy development, but this is the case, the company's growth and market share, there would be little change, choose to sell a controlling stake with the aim of using prayer Falls force Randolph to expand BONS four brand's market share, enhance competitiveness; If you do not cooperate with it, the brand BONS foreign brands can not break through the siege, the development will be greatly suppressed. BONS joint Beiersdorf will increase investment, and strive to regain personal care hair products a few years runner-up position, continue to be the brand bigger and stronger. However, BONS ignore the foreign acquisition of Chinese domestic brands, "buy on the shelf after" strategy, ignoring such "red heart" and other foreign acquisition of a large number of national brands were holding after the helpless, hopeless situation. Here, I would like to remind the person in charge: The purpose of foreign acquisition of local brands is not to help local brands become bigger and stronger, but may suppress the local brands by brands to capture the market of its own purpose.
In addition, China is unreasonable or cheap local quality brands do not rule out the improper motives of some local governments and the Ministry of Commerce, the reasons for the lack of supervision. China's high-quality branded thoroughly to avoid self-mutilation habit, it is necessary to fundamentally eliminate the root cause, including the associated open scientific and rational corporate finance, corporate and scientific management concepts and strategies, the Government put right location Establishing the correct view, etc. and so on. So, China's domestic premium brands to the relaxed environment of equal competition, rapid growth, but also avoid holding after acquisition is "shelved" bad luck.
Links:
Luoyang Bearing Group is Germany's FAG acquisition
Chinese toothpaste: Unilever acquired the British
Nanfu Battery: The acquisition of Morgan Stanley sold to the United States Geely
XCMG Carlyle acquired by the United States
Music 100 persons, Wahaha: The Danone buy
Nurse: The acquisition of the French L'Oreal
Lucky: by the United States Kodak 20% buy
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