Foreign acquisitions revival Johnson could reshape Great Treasure – Great Treasure cosmetics, Johnson & Johnson – hairdressing industry
8 1st, China's "anti-monopoly law" to implement.
7 30, Johnson & Johnson announced the acquisition of local enterprises on a large treasure of approved brand. Time-consuming one and a half, after many twists and turns, finally got his wish.
Earlier in March, the Ministry of Commerce approved the Hong Kong's Li Ka-shing and Hutchison Whampoa Group's acquisition of White Cat White Cat brand, another acquisition: acquisition of Xuzhou Construction Carlyle is playing with toys.
Great Treasure: When fame Great Treasure Cosmetic Dew plant was formerly three Beijing is the Beijing Municipal People's Government for the employment for the disabled and the establishment of state-owned welfare enterprises, was founded in 1958, 1985, cosmetics changing products.
1997 began with "inexpensive volume is enough," the image of the attack in the Big Treasure, once based in the domestic Japanese market, unparalleled scenery, won the 8 years of domestic sales of skin care products championship. 2003 skin care products industry in the Great Treasure of the market share of 17.79 percent, far higher than other competitors.
Great treasure of competitive products is a big treasure SOD honey, and a lot of money has been selling the market. Other day cream, night cream, etc., have been trying to get rid of low-end positioning, but the market is far from satisfactory.
So come Dabao brand has always been a joint venture did not make the multinational cosmetics company and brand as the main mid-range skin care market, but can not shake the imported brands dominating the world of high-end skin care market. Meanwhile, the big advantage of the market is limited Po northeast, north, northwest and a few other northern areas, the Yangtze River seems to be a large treasure the biggest obstacle to cross.
Changed hands Johnson 2004 onwards, a large treasure brand market share began to negative growth, accompanied by the decline in net profit year on year. In 2005, the "Great Treasure" sales reached 780 million yuan, sales of skin care products in the domestic first. However, the Chinese cosmetics market with total sales of 70 billion yuan, "Great Treasure" only 1% of the market.
Recent years, a large treasure remained at 800 million yuan with annual sales of about, and nearly 20% of China's cosmetics industry, the pace of development compared to increased fatigue appears.
2007 2 27, the big treasure in the China Beijing Equity Exchange listed shares began to purchase 100% of the price is 2.3 billion yuan, becoming the North Exchange, the highest since the establishment of the stock transfer project Guapai Jia, China's cosmetic industry is also sky-high price M & A project.
Listing period, Johnson & Johnson (China) Investment Co., Ltd., Unilever (China) Investment Co., Ltd., Kao Corporation and other international well-known cosmetics companies to consulting and due diligence. Johnson & Johnson and Unilever are interested in transferee.
Acquisition process has three major problems: the price, great treasure brand extension, staff placement. Unilever offer is only 1.7 billion yuan, much lower than Guapai Jia. Johnson eventually won, and in April 18, 2008 entered into a share transfer agreement, then has been submitted for approval to the relevant state departments. July 30, Johnson & Johnson China has completed the three exposed from the Beijing plant and the largest ESOP Association Po Tai Po acquisition transactions. The acquisition of two state-owned shares held by 83.42% and 16.58% of employee shares, the acquisition has been approved by all relevant government departments, and completed the acquisition of the necessary procedures.
Johnson & Johnson was founded in 1887, is the world's larger health care products and consumer health care products companies. Johnson & Johnson Consumer Products in China now have baby care products, cosmetics and so on. Strong was born in 1985 in establishing the first joint venture in China, now China's skin care brands, including Johnson's Baby, Neutrogena and pathetic to Li.
Foreign acquisitions revival
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