Nivea: from crash to high
Group Chairman of the Board Dr.Thomas-B.Quaas not only give themselves a very interesting Chinese name? Masterpieces with, but a year ago in China has also made the decision a threat to competitors: funding 317 million euros (about 3,300,000,000 yuan) to buy BONS BONS of its 85% stake in Japan, under the agreement, Beiersdorf also have a priority in order to acquire BONS days later the remaining 15% of market value of the shares at least 47.5 million euros.
Beiersdorf low-key walk in the Chinese market 14 years after the personal care products do not only boss, but also further away the market share of hair product, silk treasure owns four brands? Shu Lei, United States Tao, Feng Ying, Shun cool and so in the current domestic sales of about 20 billion yuan, and with P & G, Unilever carve up the market three to 70%, Beiersdorf shares bons, further intensified the competition in this area .
Nivea (Shanghai) Co., Ltd. General Manager Pengfei said that when the parent company of this strategy that Beiersdorf has increased the pressure for the competitors.
Turn, as Beiersdorf first card played to the Chinese market? Nivea is how do win?
A wholly-owned In fact, in 1997, as Nivea (Shanghai), general manager of the occasion, Pengfei no scenery and advantage. Since then Nivea has serious losses on sales of only about 22 million yuan, and brand awareness is low, narrow channels Proxy Due to a slow moving and storage caused by the backlog of returns, more serious confusion in the enterprise management system.
This in the last century have swept the 1913 brand in Shanghai and the country, should disappear after 1950, 1984, to return to China, but after 1997 due to poor management retreat again?
In the global market segment share, has 255 first Beiersdorf, is not easily give up the Chinese market. In this regard, Zhang Pengfei convinced.
Pengfei was proposed to headquarters: Nivea (Shanghai) issue focused on three aspects: First, the nature of the system is not suitable for joint-venture enterprise autonomy; second front channel fragmentation of the large management cost; Third lack of personnel management and management team.
"I can offer a package of strategic plans, but need the power Beiersdorf to me." Pengfei on " Manager "Said.
Beiersdorf's executive board since 1945, only 6 Chairman, senior management has exceptional stability. Enterprise has always advocated "LeadingforSuccess (leading winning)." Pengfei said its strategy for Nivea in China is inseparable from the headquarters to adjust the support to be implemented.
Pengfei out the first package in the heart of the strategic plan is: Nivea (Shanghai) from the turn-owned joint venture in order to complete the operating system.
Still in the joint venture on the 1997 state of the Nivea, Pengfei memories in their own business, wrote: "This is a joint venture with Shanghai Daily Chemical Factory enterprises accounted for 75% stake in Beiersdorf, Shenzhen had only is the establishment of enterprises to consider the direction of my predecessor Dr.AxelDetz careful not fall into the sidewalk with no lid Yin Jing, the injuries are quite severe, and loss of front teeth. be the first Chinese companies 'victims'. "But in 1997, Pengfei have to subvert the enterprise system.
Pengfei was a joint venture that is a "trial and error", operating system, the model only the planned economy era, and the joint-venture factory run-down, production machines used equipment.
Restructuring Nivea Chinese companies, the time in 2000 on February 14. In fact, Pengfei for Nivea in China ahead of a company's stake in the negotiations began. Specific implementation of the first half of 1999 to implement. But with Pengfei convince Beiersdorf bought back the remaining 25% stake in the future, China also demands withdrawal of the original plant Nivea, Nivea then the next step go from here?
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