In the context of the current stock market crash, Coca-Cola's acquisition of Huiyuan is not only suspected of "bargain hunting" China's high-quality assets, but also makes market participants worry that Huiyuan, a national brand, will be put into the "cold palace" after being acquired. At that time, the domestic carbonated beverage brands acquired by Coca-Cola and Pepsi had already disappeared from the market, which was enough to make us worry about the future fate of Huiyuan.
The following are the status quo of some acquired national brands.
Meijiajing: The brand originally occupied nearly 20% of the domestic market. 1990, a joint venture between shanghai jahwa and Chen Zhuang, and the "Meijiajing" trademark was shelved. Shanghai jahwa paid 500 million yuan on 1994 to recover the trademark of Meijiajing, but it has lost its precious opportunity.
Chinese Toothpaste: 1994 In early 1994, Unilever obtained the controlling right of Shanghai Toothpaste Factory and operated Chinese Toothpaste in Shanghai Toothpaste Factory by brand lease. At present, the market share of toothpaste in China is very small.
After the joint venture between Dali 28: 1996 and Meijieshi Company in Germany, the promise that 50% of the washing powder output of the joint venture company was used by Dali 28 brand was not fulfilled, and the advertising expenses of Dali 28 in the previous three years also became a dead letter. The famous brand "Vitality 28" gradually disappeared from people's memory.
Fu Nan Battery: From/kloc-0 to September 1999, after several transfers, 72% of the shares fell into Gillette's hands in 2003. The Duracell of Gillette entered the China market 10 years, and its market share was less than that of Fu Nan 10%. Fu Nan withdrew from overseas markets after being controlled by Gillette, and half of its production capacity was idle. Today, this battery brand, which once occupied more than half of the China market and ranked first in China, is no longer a national brand.
Robust: Robust was acquired by Danone in 2000, and now Robust brand has basically withdrawn from the market. In addition, Danone also acquired 50% equity of Shanghai Meilin Zhengguanghe Drinking Water Company and 22. 18% equity of China Huiyuan Juice. It also acquired 50% equity of dairy Mengniu and 20.0 1% equity of Guangming. These enterprises have well-known trademarks in China and are the vanguard of the industry.
Little nurse: L 'Oré al France acquired little nurse in 2003. Five years later, the little nurse has almost disappeared from the market.
Supor: Supor brand sales account for 40% of the pressure cooker market, and the evaluated brand value is 65.438+62.48 billion yuan. In August, 2006, French SEB (the first brand of small household appliances in the world) acquired the controlling stake in Supor.
Dabao: On July 30, 2008, Johnson & Johnson announced the completion of the acquisition of Dabao. At this point, the competition in China cosmetics market has formed a foreign-led situation.