窥视可口可乐收购汇源的弦外之音（At Coca-Cola's acquisition of Huiyuan overtones）

1、窥视可口可乐收购汇源的弦外之音（At Coca-Colas acquisition of Huiyuan overtones）At Coca-Colas acquisition of Huiyuan overtonesMarketing strategy upgrading of foreign giants intends to dominate Chinas fruit drinking MarketSeptember 3rd, Coca-Cola plans to be 17 billion 920 million Hong Kong dollars for the acquisitio

2、n of Chinese national brand Huiyuan news once spread, it can be described as a stone Melaleuca waves, and quickly triggered the industry inside and outside shock. The public was shocked, but with a series of suspicion: Huiyuan will inevitably change the name of destiny? Arrogant roaring Coca-Cola, t

3、o figure China PA beverage market?! Whos next?.First, to hear this news, I also really shocked, but soon calm down. Although I also have national complex, see Chinese national brands one after another fall or have been shelved, young cynic. But then I thought about it carefully and felt that it was

4、not necessary. This was the trend and result of market competition.With Huiyuan, a private enterprise from a small workshop to this point today is not easy, the Lao Zhu, but it is a double toshiyoshi achieve success and win recognition. His old Zhu a hand, can work hard to bring big Huiyuan, love ma

5、rry who, others can not ask so much. Between the Huiyuan and the Coca-Cola, aside from the virtual national complex, it is enough for both sides to make a wish to marry and a willing to marry as long as both sides are willing to. At the same time, we also should think about standing in the old Zhu a

6、ngle for him to think about: busy lifetime, scenery and lively behind, do not have much to worry about, tired, seeing the head of white hair increases day by day, looked at the one side of the peer marry, only to leave he the tree canopies of tall trees, conspicuous to conspicuous, can have some alo

7、of even! Seeing the giants to him every day to worry about, look at fiercely as a tiger does, but to a pass, bite, stomp, no matter whether there are people behind chuojilianggu, just on the occasion of the Coca-Cola and Huiyuan young heart with higher price times sent proposal posts, could spare th

8、eir pain as early as possible. A quiet, enjoy the happiness of a family union!Here, the author also frankly advise complex ethnic masses who dont, what about again, the meal to eat, go to sleep the sleep, the work to go to work, nothing is unknown to the public for cleaners uncles and aunts will swe

9、ep garbage or better than a fresh child can not see anyway pleasing to the eye and whine, but mostly from a stuffy bad body or suffer. As to whether the monopoly, etc. What are highly sensitive issues, also need not think, this does not have the relevant government departments for the national econo

10、my in the country China backing, and they export Coca-Cola are in a positive response and investigation with the government departments to carry out what constitute a monopoly behavior!Should not think you should learn to go to ponder it, but we might want to be considered for the each one airs his

11、own views, the new national brand Chinese offerwords, a rainy day or cramming for it.Frankly, since the first Chinese national brands by foreign consortium, I have been in the hope that some day in the future a new national brand promotion, although the Dabao, Wahaha, robust, and a series of nationa

12、l brands have been acquired, still did not give up, still waiting for the occurrence of neck elongation and change the fate of a miracle type of tragedy!The waiting time, and hear not willing to hear the sound of a people brand drinks giant Huiyuan to change names. In addition to Huiyuan, who is Coc

13、a-Colas next target? Want to feel at home and can be on a par with the national brand Huiyuan racing together bridle to bridle it really is not much. But it doesnt matter, Chinas land is so fertile, and it cant grow up a few national brands The people of South Korea, Japan, a tiny area has so few bi

14、g brands, so Chinese also worry? Nevertheless, for Chinese national brand enterprises, with the strategy of foreigners to speed up the pace, with its existing strength, strategic plates and more and more, Chinese national brand survival and development space more and more small, the pace of developm

15、ent will be more severe. In fact, it is an objective fact to think this way and to help others to be angry and to lose their power and prestige. This saying encouraging words: this fact is not terrible, doesnt mean that Chinese drinks no national brand survival and development space, as long as the

16、good plan, learn from each other, learn, birthday, finally found its own brand of a piece of heaven and earth.As a member of thousands on thousands of national complex and marketing industry, in this sort of event also really help national brands can not fill what, for the national brand China fist

17、of solidarity with more than,Can only publish a few marketing feelings, in order to attract a few people, and promote the rise of Chinas national beverage brand emerging forces.First, full bloom - Coca-Colas ambition?9 million 600 thousand square kilometers of Chinese land, there are 1 billion 300 m

18、illion Chinese people. What a big top supermarket in the world! It can be said that after Chinas opening up, you can imagine the foreign giants like Coca-Cola entered the Chinese market at that moment, see the fertile and potential market, greedy eyes must have been green. Sigh, do it without demur!

19、 I believe that before long, will be earning large quantities of gold each day!Coca-Cola entered the market China operation for years, and deliver the goods, products into the super mall of the bustling city, also spread into the village shops, into thousands of households. Can not say that Coca-Col

20、a is not a good business, the extension of the city is over, and not forget the production base of the game lineup, but do not forget to impress China consumers, Chinese cultural elements into one, change the business has always been the ribbon logo series, China hired top entertainment sports stars

21、 and even a few, for Chinese love the slogan, and so on, until Coca-Cola made the carbonated beverage market Chinese overlord. Of course, it also took away a lot of money. Although later, after a lot of media, various experts have pointed out that the lack of carbonated beverages, although Chinese n

22、ational brands launched its own cola and with Chinese, of course, and their own Cola provocative slogans, but these do not seem to restrict the performance of Coca-Cola roadmap soared.However, in making a pot full of at the same time, Coca-Cola suddenly found that Chinese beverage market is too big,

23、 and found Chinese tastes Diao up, plus Chinese beverage brands have launched different products, beverage market has the potential All flowers bloom together. Chinese. As a result, Coca-Cola has adjusted marketing development strategy. Although Coca-Cola is doing its carbonated drinks started, incl

24、uding factories in China market standards are also in demand to the planning of carbonated drinks, but China some cheap labor and processing base, as long as the post China consumers have recognized Coca-Cola label, profits per bottle or their products. So, when Wahaha, farmer spring mineral water t

25、o make money, Coca-Cola also launched a heaven and earth mineral water processing; when the master and unified sell, sell crazy Green Tea juice, Coca-Cola also launched its own brand of tea and its Yan mania though, but did not affect the Enron delisting his enthusiasm. The United Nestle launched un

26、der cool and original leaf tea. There are indications that Coca-Cola is beginning to blossom in tea, juice, and fruit juice in carbonated drinks, water and fizzy drinks. Now, in time to see the Huiyuan Juice craze, and sit still, this did not take consistent approach commissioned professional proces

27、sing enterprises for OEM production, but directly in one step, just buy it.What exactly is Coca-Cola doing? In fact, the reason is very simple, from the development of Coca-Cola is not difficult to see, have not been satisfied with the carbonated beverage market China dominance, but the title to asp

28、iring to remove two words, replaced by China beverage market overlord title.Two, the acquisition of Huiyuan - strategic upgrade signal?Then, the topic just said, why did the Coca-Cola buy it directly instead of the OEM?Analysts believe that Huiyuan existing brand advantages, channel network advantag

29、es and the peoples recognition of the brand, is to attract Coca-Cola eventually ruthless heart to pay out of one aspect of the purse.The second is dont see Coca-Cola bullish in the global market boom, but itself for non carbonated beverage market, is indeed a layman, Yan Tea Workshop hot after a whi

30、le Enron delisting, Minute Maid orange even though there is a certain climate, but in the back of selling profit is not objective, but Coca-Cola and the processing two persons.Furthermore, in the non carbonated beverage market, is the Thats final. thing, but very seriously, but after all, unlike its

31、 carbonated beverages, raw material problem is solved, but widely involved in production and marketing resources to link in the middle and lower reaches of the relatively small, but also including some equipment and manpower, plant etc. plus, fully commissioned production and processing enterprises,

32、 the profit is not so impressive, repeated comparison, Coca-Cola may eventually feel the acquisition mode more cost-effective! In addition, start early, lest you be away from the marriage of both high-profile, seems to have a bit impatient!Some people might ask: Coca-Cola bought at a price of about

33、three times a share of the original stock, was it a loss or an advantage? After all, aboutis not a small number by Huiyuan Lao Zhu took a bunch of people selling this product sales profit, sell how many years? In this regard, not simply for profit and loss to final judgement to do busin

34、ess, to look at the long-term! It may be another point of view, today Coca-Cola has the courage to come up with $aboutacquisition of Huiyuan, is that behind the acquisition of Coca-Cola, is a manifestation of the long-term strategic development intention, sent a signal upgrade strategy!

35、There have been concerns about the takeover: Huiyuan seems to be on the shelf again! In this regard, the author believes that the Huiyuan as a brand, the market is profitable and has the advantage of the brand, Coca-Cola is not easily be frozen, at least to take advantage of the existing conditions,

36、 coupled with Coca-Colas own technology and management advantages, let the Huiyuan brand to fleece! At the same time, but also cultivate their own brand, this cake for Coca-Cola cake, perhaps to the time in Huiyuan gradually fire, Coca-Cola began to plot the cake fruit and vegetable drinks giant, tr

37、ademark, has been good, only the time is ripe, the horse production and market. Once the independent development of the brand firm foot, the Huiyuan brand is from frozen or the day is not far away. At that time, xiemoshalv feel really somewhat regrettable.If the acquisition of Huiyuan is behind the

38、signal upgrade strategy, the strategy of the upgrade is reflected in members of the raw materials, production and processing, plant and production equipment, channel network, brand value and its technology, management, capital and other resources in the upstream and downstream and soft hard power on

39、 a large scale of integration. It can be said that the Huiyuan fruit beverage production and processing and sales of domestic leading enterprises, Coca-Cola received, that Coca-Cola has the largest China fruit beverage production and sales of large enterprise resources, with these advantages, equal

40、to their own fruit and vegetable drinks market for pave the road, and the foundation is very solid, very strong.In fact, before that, Coca-Colas strategy was only localized or spotty. To carry out cooperation with domestic professional OEM processing enterprises in Futian, is a cooperative in resour

41、ces in the manufacturing process, and Nestle jointly launched a cooperation brand enterprise soft power link, but compared with the combination of these resources, the resource integration depth is wider, more specifications, meaning further integration this time will promote the upgrading of produc

42、ts and rich, expand strategic plate, will reshuffle Coca Cola Co at present customers.Three, drinks market - whose nerve is involved?Coca-Colas acquisition of Huiyuan, the beverage industry, as a blockbuster, the most popular and shocking than the Pepsi, unity, Kangshifu, Mengniu, Yili and Wang Laoj

43、i, farmer orchard, Daly Park and other drinks brand.Although Pepsi and Coca-Cola started the same coke, entered the Chinese market also has a certain year, but seems to be in the non carbonated beverage market relatively slow beat. Believe that the impact of Coca-Colas move is also a first for Pepsi

44、 is not small, the competition in the future, whether PepsiCo will take Coca-Colas strategy, mergers and acquisitions or erode China drinks market, it is difficult to speculate, because at least not yet reflected any sign in this area.The same is to enter the field of Nestle drinks, as one of the st

45、rategic alliance partner of Coca-Cola at present, is also facing the pressure of competition, because the Huiyuan large and complete production base layout, an important fortress interwoven into the market in the Chinese, and a huge production capacity, can produce not only in fruit and vegetable dr

46、inks, tea drinks, apple vinegar drinks, drinks water of Huiyuan for development and production seems not difficult.Kangshifu, unity, as water, fruit juice, tea beverage giant, since entering the Chinese market, through the intensive and meticulous farming leaders spare no effort, too strong to break

47、, if before the acquisition of Coca-Cola and the two old brand in the field of investigation of juice drinks directly against, but Im afraid it difficult to meet as equals, plus the weight of Huiyuan, the Coke Cola in the field of fruit juice drink is made up of market channels, production base and

48、other advantages, enhance their comprehensive strength, also brought the competition pressure for unity, kangshifu. In the future fruit juice drinks Road, Coca-Cola can rely on Huiyuans series of resource advantages, and the two masters game, there is still time to further proof.The same juice based

49、 farmer orchard, and many other national Chinese cutting-edge enterprises Daliyuan, the competition pressure is significantly increased,It can be said that brand situation is very grim, the integration of resources and the capital side to meet the strong stronger as foreign giants challenge and bewa

50、re of the risk of further eroded; the other side also accept unity, Kangshifu two giant impact and fight; and also accept the cost of raw materials, promotion cost and complex production processing and logistics distribution management cost challenges.Four, Wang Cao - way Chinese national drink?As m

51、arket competition intensifies, the beverage industry brand concentration enhancement strategy, integration of multiple resources is a Buddhist temple development trend of the industry, and the Coca-Colas generous operation, is a profound reflection of this point, but also for the localization of Chi

52、na beverage brands virtually brought a clear capital, the network brand, one less, plus the talent base, is the double insurance, without these or a lack of level, can only result in short board effect, can never be filled with the water barrel, perhaps when you stop the water, the other in step by

53、step, press ring for you, the share and consumer groups, but one day, or encounter annexation, or difficult, or a part of the country.In the face of the integration of resources and the operation of capital, the brand of beverage industry will only form the weak situation of strong Yu Qiang and weak

54、 man. Whether it is Coca-Cola brand, financial strength, scale, or channels, etc., itself has strong enough now, plus the Huiyuan famous brand, in the overall re integration of resources and efficient release conditions, the power is hard to imagine. Based on such a severe situation, how should Chin

55、as private enterprises cope with it?Some time ago, the liquor industry appeared in a certain area of white wine Baotuan, the phenomenon of the world. This idea, in my opinion, is good, but the key is to achieve the expected effect of the planner. If we can play a positive role in the fight against the threat and curb the threat, then the beverage industry is also worthy of reference and follow the example. Ho