After The Acquisition Of National Brands, Most Of Them Disappear From The Earth.

Since the 90s of last century, there are countless brands of foreign brands acquired by foreign investors.

Many of the national brands have been forgotten after being bought by foreign investors, while foreign brands have taken the opportunity to nibble away the market share.

In the context of the current stock market crash, Coca-Cola's acquisition of Huiyuan not only has the suspicion of "collecting the bottom" of China's high-quality assets, but also worries the market. Huiyuan's national brand will be driven into the "cold palace" after the acquisition.

In those days, the brand of the domestic carbonated beverage bought by Coca-Cola and Pepsi Cola has disappeared in the market, which is enough to make us worry about the fate of Huiyuan.

Below is the status quo of some of the acquired national brands.

Maxam: the brand originally possessed nearly 20% of the domestic market share.

In 1990, Shanghai Jahwa and Johnson joint venture, "Maxam" trademark was shelved.

Shanghai Jahwa paid 500 million yuan in 1994 to recover the trademark of Maxam, but lost its precious opportunity.

Chinese toothpaste: at the beginning of 1994, Unilever gained the controlling power of Shanghai toothpaste factory and used the brand leasing to run Shanghai toothpaste factory "China" toothpaste. Now, the share of Chinese toothpaste in the market has been very poor.

After the joint venture with the German cleaning company, the commitment of 50% of the joint venture's washing powder output by the two sides was not fulfilled. The total cost of advertising in the first 3 years was 184 million yuan for the:1996 campaign.

The famous brand "alive 28" has disappeared from people's memory.

Nan Fu battery: since September 1999, through several pfers, in 2003, 72% of the shares fell into the hands of Gillette, Gillette's Kingbull battery entered the Chinese market for 10 years, and the market share was less than 10% of South Fu.

After being controlled by Gillette, Nan Fu withdrew from the overseas market and half of its production capacity was left idle.

Today, this has occupied most of the Chinese market. China's first battery brand is no longer a national brand.

Le Baishi: in 2000, Le Bais was acquired by Danone, and now the brand has basically withdrawn from the market.

In addition, Danone also acquired 50% stake in Shanghai Umebayashi Masahirowa drinking water company and Huiyuan Juice 22.18% stake.

It also bought 50% stake in Mengniu, and 20.01% stake in Guangming.

These enterprises all have well-known trademarks in China and are the pioneers of the industry.

Little nurse: L'OREAL bought small nurses in 2003.

5 years later, little nurses almost disappeared in the market.

SUPOR: SUPOR brand sales account for 40% of the pressure cooker Market, and the brand value is estimated at 1 billion 624 million 800 thousand yuan.

In August 2006, the French SEB (world top brand of small household appliances) won the right to control SUPOR.

Dabao: in July 30, 2008, Johnson announced the completion of its acquisition of Dabao.

So far, the competition in China's cosmetics market has become a foreign capital oriented situation.