AD 2004, the year-old in the Year of Monkey, Lunar New Year for the monkey.
For China in terms of the marketing industry in 2004, just as the sigh from a people full of events beginning with the acquisition of emotion, but also with the same regret and lament the end of another acquisition events. Coincidentally, the main characters are equally Lee Chi Tat, although the two events precisely in his role On the contrary, but the same is he not a hero, and that the two brands Jianlibao mm mm small nurses and also still is filled with variables.
let us back in time a year ago, to review in 2004 should remember these marketing events.
1) L'Oreal acquired a small nurse
In fact, once in 2001, reports circulated about L'Oreal to buy a small nurse rumors, and even some have become an open secret. But the rumors in 2002 gradually disappeared after the second half of the outside world thought that this thing will be the same and many of the takeover speculation died down. But in the December 11, 2003, the world's largest cosmetics group L'Oreal has announced the acquisition of a sudden a small Nurses success, the cosmetics industry in China for four years spread rumors came true, and . and this so-called Nurse turnover is about 300 million 50 million yuan or so, L'Oreal China is 1.5 billion yuan, the sales data and the change four years ago, has a gloomy 2000, L'Oreal China's only turnover of 448 million, compared In 1999 only 7% growth achieved, this data should not be smaller than 2000 nurses in high-where to go, and even may be even lower.
Li reached the press that four years of communication and understanding, finally, I was touched by the sincere Gaibao Luo president, he said, you raised a child to me, you worry. I would like for their children to be treated as a small nurse brand. we can give it provides a solid R & D support, put it to the overseas market, we have invested more powerful strength, and so on. in the future he might be in the consumer goods sectors. But we have reason to believe, but Li of the sale of small nurse's last resort, a small four-year nurses in the so-called I am afraid that L'Oreal may not be interested again. on the purchase price, the media legend is 20 million or so, but we have every reason to believe this is a statement repeated the baseless assertion, because the price of more than 20 million can buy enough to make up Robust, small nurse is clearly not worth the price. How much has not announced the financial statements, but the nurses were before the acquisition of a small decline in market performance that is estimated 2-4 million at most is only about ; price.
nurse in the small of the year after the acquisition, it is integrated into an international brand L'Oreal China store counters, in which the past, it has been sold mainly in supermarkets. The media claimed 280,000 points of sale. channel is L'Oreal value an important aspect of the small nurse. moment, and then in 2005 or longer period of time before continuing back to the original path; the second is the future help push down the small channels of nurses Garnier brand; Third, and perhaps the acquisition itself is a stupid little nurse .
Although L'Oreal acquired a small nurses in December 2003, but this incident happened late last year by the media is not included in the 2003 event (because of late). So we can sort by time this matter as Yue-Sai's events than nurses but also acquisition of a small explosive. Oreal China president, Mr. Gai Baoluo frequent appearance in the turn of the year, so we all know his professional smile.
media will be used to think that the acquisition of Yue-Sai Procter & Gamble, in fact, this rumor started in the mid-2003. the industry's argument is that widespread competition for P & G and Avon Yue-Sai is the two U.S. companies. But the January 28, 2004 came the accident but it is in Europe L'Oreal takeover is successful. The news media not only shocked, but also to the cosmetics industry was shocked.
French local time January 26, 2004 afternoon, L'Oreal and Coty Inc. signed an agreement to acquire its brand Yue-Sai. This is the L'Oreal company following the 45 days prior to the acquisition of a small nurse's second after the takeover. and Yue-Sai cosmetics company, said the president of Wing Fat Ray, in the M & A activities, Procter & Gamble and other companies are involved, but L'Oreal R & D and its corporate culture to win. allegedly L'Oreal research expenses spent each year, about 3% of sales, over 2,500 researchers. L'Oreal acquired the specific amount is not made public, analysts estimated purchase price for Yue-Sai sales revenue of 1.5 to 2 times, and Yue-Sai in 2003 sales revenue of 38 million euros. analyst is worth the price as a reference, because the Yue-Sai brand position in terms of importance, the company profit margins are very clear on top of a small nurse. from the means that the purchase price reached a certain Procter & Gamble in China between a Chinese cosmetics industry leaders on the status of the game. Gaibao Luo Yue-Sai, after the acquisition, Mr., in his open letter to all employees in the department with Yue-Sai ownership, as the general manager who is not mentioned compared to just a few days prior to the acquisition of a small open letter to nurses detailed sector ownership and placement, we have reason to believe that this acquisition did not like the little nurse was fully prepared to do so. However, if you just think about 2003 sales reached 38 million euros in the Yue-Sai's if included in P & G will happen, perhaps not difficult to understand this move by L'Oreal mm although we have reason to suspect the acquisition of a hurry, but it is a fully worthy of recognition in the strategy of Gaibao Luo pointed out that tainted milk powder incident in Fuyang
events and corrupt officials of the city known for the same event, this event was even affected to some extent the pattern of China's dairy industry.
those containing milk protein is actually very low, : Fuyang City in Anhui Province, caused by the almost complete absence of nutrition fed inferior milk powder, 13 babies died, nearly 200 babies suffering from severe malnutrition; May 10, 2004, is Big Head, two infants died of consumption of inferior milk powder nutritional deficiencies.
for the industry, this incident is that even the basic moral conscience of inferior milk powder companies have no one to clean. Although there are similar Sanlu such enterprises as the reasons for counterfeit products unredressed injustice suffered, but the quality of the final product to adhere to a number of big brand companies or received the benefits of milk. Whether the funding Beingmate, Queen or foreign Wyeth, the United States Like Chendeng brands, they have withstood the ultimate test of the storm, in 2004, with varying degrees of growth.
In this case, the marketing industry is that the most ; event marketing, in experts to talk about store, possible.
milk is a twelve cities, foreign brands in the health promotion investment is extremely large, only financial strength of large companies (especially foreign companies) have to, and must be of high margins and high price products. Survey data show that the average price of milk in the past few years has been rising, and fast moving consumer goods industry that the general Phase reverse price war, which in addition to rising prices of raw materials other than milk, the most important reason is the competition due to the high distribution costs. In fact the majority of rural consumers, it would be difficult to afford in this promotion models sold in the high-end milk. Even Coca-Cola operations in rural areas are struggling in depth, those in high-grade milk is almost impossible. tainted milk rampant reason is because in rural areas can not simply buy a really good brand. tainted milk may out of the market, but also is low in rural areas is still low-quality milk powder market, because milk is a commodity, not a public benefit.
4) decline in the share of domestic mobile phone market
Wan Mingjian new book win sales and profits were down 6.8% year on year and 30% in the third quarter and achieved a 28 million dollar loss, December 19, Wan Mingjian finally in the a lot. According to the first half financial results, operating profit 795 million yuan waveguide, down 14.05%; Amoi operating profit 652 million yuan, down 48.24%; Kejian net profit fell 46.12%, inventory reached 685 million yuan. made mobile phones almost across the board retreat.
according to market data, 5 years ago, occupying the three international mobile phone giant 95% of Chinese mobile phone market share, while 2001 to 2002, began to speed development of China-made mobile phone, market share from 15% to 30% across, and in 2003 became the domestic mobile phone to show their talents, large Dafanshenzhang year, various surveys show that they share over 50%. But why so fast they had orders to the world several major listed companies is almost completely annihilated phone, rapid decline in performance does?
from last year, Nokia, Motorola and other international giants in the sales channel has made considerable progress in building and begin to implement channel flat and attention to the supermarkets, and start a price war and domestic mobile phone. In the face of international giants, accumulation of technology and talent to further the problem of inadequate exposure, and quickly became fatal. the channel as the first consumer is supposed to be the strengths of local enterprises in China, the temporary failure of the mobile phone industry, we can think that they are guilty of errors of strategic judgments.
mobile phone market in 2004, warning that there is an important market is from the ; model age time, I am afraid is gone forever. domestic mobile phone this year's decline, this trend is clearly ignored.
technology is important in the mobile phone products, which reflects a part of the brand. But the technology and not the most important, because it is after all just services, what it represents, what it is separated with other brands, and so on.
If in a few years ago, the most important for the mobile phone industry listed in the order of several elements that model, channels, brand, then now is the brand, channel, model. only to realize this fundamental change and fix, the local mobile phone manufacturers have once again ahead of the possibility of foreign brands.
5) behind the Athens Olympics ad World War II in this year's Athens Olympics
August 29 evening to a close. The Chinese delegation to the impressive record 32 gold medals won the historic first two. While people continue to have a similar plan on Chinese economic system used to train athletes Is it worth the gold medal powers doctrine rather than the public health question doctrine, but the Olympic Games attracted the most attention the fact that the Chinese people is beyond doubt.
marketing industry is clearly not concerned about the number of China won the gold medal, the most important is With the Olympics on how to promote their products. advertising campaign and a big gamble already doomed this began.
most people feel surprised that Coca-Cola, they seem to associate the operator and Teng Haibin Liu Xiang won the gold medal to the former a war in the famous 110-meter column, a new generation of heroes, while the latter, it is a Chinese gymnastics team in China, gambling, gambling in the Coca-Cola rival PepsiCo to lose very badly, their preparation is clearly insufficient, and the selection of athletes star Li Xiaopeng, Yao Ming and both are effective and high prices and poor role. in the competition the active cooperation of rival Coca-Cola War of the enterprise.
won the bid for CCTV Kunlun Lubricant Kunlun Lubricant a handful of scenery.
China Mobile's Olympic ad please the national table tennis team's star endorsement. unique black and white screen appeared Zhang Yining, Ma Lin playing their own special effects scenes, respectively, plus the background during practice issued by the gasp and table tennis crash. coach Cai Zhenhua was last seen, highlighting the I can gymnastics team again after falling off from the apparatus, and still frequently appears on television, to greatly increase the resentment of the audience and consumers.
in the beverage industry, the Olympic Nongfushangquan advertisement inherited its usual creative sense of humor has been respected all the same. Several gentlemen in suits and ties sitting in front of the TV, TV scored cheers burst out, they are only reserved to say: OK - the ball! fine - color! But a bottle of Sedrin in hand, met with great goals, suddenly all feeling ran high, excitement to the dancing, severe drooling. This is the effect brought Sedrin. distinctive creative, very good interpretation of the Beer and the intrinsic relationship between sports.
course there are some things to spend money they do wrong business.
361 degrees in fact very creative advertising to a broom when the racket's sister, flying save, directed at Li Yongbo smile asked, Many face, but this ad is still not able to remove Wang Hao promising, but at the last moment is lost to Wang Hao Ryu Seung Min in the men, so that fashion, while the Olympic Games, the quadrennial sports event that not only the audience's emotions transferred to the highest point of the ratings is unprecedented, and the turntable is also greatly reduced rate. How to make the Olympic marketing this weapon, I am afraid that the Beijing Olympic Games doomed before the advent of a more grand event, many enterprises need to carefully consider one thing.
let us look forward to Beijing 2008 now.
6) ushered in the automotive industry, , the Chinese auto industry be met good year. spurt in sales growth of private capital looking for a lot of jealous, first half of 2004, many companies mm including the Oaks, Bird, etc. mm have declared to enter the automotive industry. However, the second half of 2004, it is more and more to meet their cold winter.
Since 2001, China's auto production and sales of the surge in the market, so that the world was shocked In 2002 China's auto output 3,251,200 vehicles, sales of 3,241,800, respectively, 38.49% more than in 2001 and further increased to 36.65% In 2003 production of 4,443,700, sales of 4,390,800; respectively, compared with 35.2% in 2002 and 34.21% increase. In the most striking The car market, its production and sales in 2003 were 2,018,900 and 1,971,600, an increase of 83.25% over 2002 and 75.28%.
China's auto market suddenly start to attract people but also attract the attention of the world Nearly all auto giant. According to Goldman Sachs analyst estimates, many years, announced this capital increase investment in China's auto industry are added only before 2006, it will be over 10 billion U.S. dollars, and that the vast majority of funding relatively generous profit car industry. huge capital investment, making the Chinese car companies can get a huge boost production. According to the National Bureau of Statistics predicted in early 2004, domestic car production this year reached 2.82 million, growth rate of 40%. The domestic car manufacturers is full of pride, for the full year 2004 production is 460,000 Shanghai Volkswagen, FAW-Volkswagen is 33 million, Shanghai GM is 28 million, Guangzhou Honda 211,500, Beijing Hyundai, Zhejiang Geely, Chery and Tianjin FAW, several companies put in 10 million or more targeted, and then count the many other smaller companies, car manufacturers this year, the total production of the arrangements reached 2.84 million, compared to 2003 an increase of 42%.
in this atmosphere of optimism, the sudden cooling of the automobile market, making the car companies have established production and sales plans fall through. The original high-spirited, ready to go to a domestic car manufacturers, the first three years once suffered the bitterness of the miscues.
market began in March inflection point, at the beginning and did not cause concern domestic companies, most of them think this is a super-high growth last year, the normal adjustment of the stimulus by cutting prices, to the second half of the car market will rise again. Therefore, most of the production plan does not sync with the market adjustment, a wide range of rhetoric is still often reported in the newspapers.
the continued growth of car production and sales by months of decline, and finally sparked concern for the stock. According to relevant statistics, a quarter of the national stock car about 8 million units in April added 23 000 .5 month, car sales rate to 84.5%, and new 32000. to the June inventory of domestic cars is said to have broken through the 160,000 mark. At that time, the total output of about 1.3 million cars around, it seems on the surface inventory of international standards is still within the cordon, but our The auto companies to improve their own sales targets, dealers are often forced to put the car away, and then slowly put the warehouse sale, and the number of these vehicles is included in the statistics is difficult. So there is a market researcher said, plus car dealer in the hands of the national total stock of cars more than 50 million units, although this figure is estimated, but people saw a huge shadow: If the average of one hundred thousand yuan per vehicle basis, that is five hundred billion in value on the warehouse inventory of these vehicles together with maintenance and equipment costs of the whole sale market, this huge amount of time to digest the cost of funds had? the car business and how to withstand it?
Media Evaluation winter due to the automotive industry, Traffic and domestic environment in which poor people live for the cost of a car started to pay attention; accession to the WTO five years of protection towards the end, consumers expect the prices with international standards instead hold out; many companies can not cut a new product standard and other emerging market segments. City may be a good thing, because an industry or enterprise, in the period of rapid development, is always difficult to see their own problems, but in difficult times, the problems will make it really exposed; suffered a setback after the will have a survival of the fittest, will think hard skills, self-self, before forging a number of really strong.
experts call the to the mass market segment, a turning point, this time, consumers have become rational and mature, they are more stressed for their own brands as well as a more reasonable price. that When early, we have reason to believe this continued price cuts, led to an increase in those who hold out. the second half of next year, a widely circulated list car prices will fall and fall of various car prices after the e-mail although it is not is the initiator, but at least hold out is to enhance the confidence of those who continue to wait.
the price of the international automobile industry generally lower than the reality of the domestic market, many industry price war in China's history, so we have every reason to believe that car Prices will definitely continue to fall, and, after a few years China will inevitably become the world's automotive market, the lowest price.
automotive industry experience is not a winter, but consumers are waiting for their industry first ; squeeze clean. low-profit era will be the inevitable trend of Chinese auto industry.
7) P & G a new term Standard King
11 �� 18 evening, CCTV prime advertising spots in 2005 in the Media Center Bidding ended. 2005 CCTV tender prime advertising spots over the total volume reached 5.248 billion yuan mark. P & G's total bid amounted to 3.8515 billion yuan, topped the list as CCTV 11 years since the first tender, > In 2000, Wu Xiaobo fame as In 1996 corporate metaphor, Qin pool to 66.66 million yuan in one fell swoop as standard king. tasted the sweetness, the Qin pool who spent the next year is 3.2 billion, reelected standard Wang Guiguan. Qin Wang Zhuosheng pool manager when he had boasted: ; day entered the CCTV Santana, opened a luxury Audi. Pool mark, the figure for the 3.8515 billion yuan in the CCTV advertising, it should be considered reasonable, even low. the media in general evaluation of P & G is who do not believe that P & G on the fast moving consumer goods industries mm Standard King behind some of the new issues market. more consistent industry view is that P & G in the central television the plot mainly in the big move to the county market (that is, we often say that three or four markets), and the majority of the township. China can be roughly divided into five levels, a market in Shanghai, Beijing, Guangzhou these three cities, and sometimes we add Shenzhen, Wuhan, Chengdu, Hangzhou and Nanjing, which are the most developed cities in China, consumption capacity the strongest; secondary market mainly refers to the rest of the capital cities, and cities of Wenzhou City in Zhejiang Province, Dongguan, Guangdong Province, and Chongqing, Tianjin, the two municipalities; three markets is the country's prefecture-level city and Zhejiang, Jiangsu, county-level city in Guangdong Province; four markets is the rest of the county-level cities and counties nationwide; five market refers to the country's rural and town, it means a broad and dispersed rural.
boring CCTV and unwelcome in a secondary market, its main audience from the three markets below. There is no doubt that P & G also know this fact. Standard King strategy is reflected in the third and fourth level Procter & Gamble this desire to seek new markets growth intentions. In the past years, P & G's main strength areas in a secondary market of modern retail channels mm which is almost all the foreign good at the main battle field. However, in three or four markets, P & G by domestic brand of harassment of various sizes. for the characteristics of Procter & Gamble weak in these markets, many domestic brands to take the Terminal tactics continued. P & G will be in three or four markets its products and brand communication to suppress mm precisely, in the third and fourth level the overall market P & G does not have an absolute advantage, and perhaps more appropriate to use counter-mm domestic competitors.
But advertising alone can not be achieved market king, Coca-Cola in struggling towns on the distribution of P & G is probably a lesson, if you continue to forward a few years behind closed doors like one place, P & G's wishful thinking is likely to be dashed. There is no doubt, in 2005, P & G access to the king at the same time scale, four markets will be increased in three distributors to ground combat to air superiority into the way into its desired results.
8) Lenovo Lenovo acquisition of IBM PC business
very beautiful in the media this year, first in March 26 and the International Olympic Committee signed on as the 2008 Beijing Olympic Games, information technology equipment and services brand growth for international brands.
8 months, Lenovo and AMD together they launched a price of 2999 yuan actually only the so-called The move is undoubtedly an indication of investor confidence.
but these news are not as Lenovo announced the acquisition of IBM's personal computer business is more shocking, and even China Central Television also released the news. According to the British report, Lenovo is the price of 1.75 billion, the acquisition of International Business Machines (IBM) PC division. The deal is the biggest technology companies overseas acquisition so far. The deal gives Lenovo the far more than According to research firm Gartner's statistics show that Lenovo PC business to a 2% share of global market share ranked ninth in the world. And IBM is ranked third share of 5.6%. Prudential Equity analyst Steven Fortuna said: Lenovo hopes to break the current expansion of the geographical restrictions no longer a secret. The acquisition of IBM's PC business is just business associations can enhance the scale and improve its competitiveness on the international market. IBM's acquisition of Lenovo's PC assets help to improve the visibility in the industry and market position. but analysts fear that in the PC has developed into an ordinary household goods, whether we can think of, or the extent to to achieve profitability. Gartner analyst Leslie Fiering said, with its advanced technology and a unique direct sales approach, Dell is the only remain profitable in recent years, P. ..
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