Domestic brands have gone abroad where the localization of the road

At the beginning of the month, Coty Group, the world's largest perfume company, and Ding Jiayi, a local Chinese skincare company, formally announced that the two parties had reached a share purchase agreement. According to the agreement, Coty will obtain a majority of the shares of Dingjiayi Holdings. The transaction is expected to be completed in January 2011. Rumors of rumors that have been circulating for a few months have settled, and Chinese brands have one more “married woman”.

At the same time, other industry rumors continued to be heard. Senior industry veteran and general manager of the Yingying International Group Brand Management Center, Mr. Huang Zhidong, believes that L'Oreal, Procter & Gamble, Unilever and other giants attempt to completely dismantle and eliminate local competitors in the Chinese market. In the face of foreign giants chasing after interception, the local daily chemical brand seems not optimistic.

"Pingying" gold version of the original plant washing series, create. Newly appeared floating shadow: The channel of long-term power that has been spotted as the first brand of green plant hair care in China. In 2010, the market like the market has invested two heavy weights**, following the new “primary plant” men to protect their hair After the Jianshifa shampoo ignited the market, the "Plant" gold version was also launched on the market not long ago. The display product updates are growing at an accelerated rate.

In contrast with the scale of the capital of multinational giants, local brands have achieved special results with their expertise and efforts in segmenting the market, and have produced other products such as Gone with the Wind, Centennial Run, Overlord, etc. s brand.

In addition to the market segmentation, there are also many breakthroughs in channeling. According to Li Chengtai, general manager of Guangdong Piaoying, Piaoying is planning to expand the sales channels of daily chemical stores, boutique stores, and OTC stores on the basis of original KA and BC channels, with a view to breaking through the “insufficient” sales of shopping malls and supermarkets, and effectively enhancing the market. Share.

"If these channels are successful, they will bring more convenient purchase channels to consumers, and they will be able to reduce the large amount of expenses for shopping malls and supermarkets and increase product competitiveness," said Li Chengtai.

The government: It is hopeful that the Ministry of Science and Technology and other 15 ministries and commissions announced in Beijing that they will combine the national "Twelfth Five-Year Plan" to jointly promote the integration of China's daily-use chemical industry and technological innovation, and set up a nationwide high-tech daily chemical industry. The committee promotes the development of daily chemical industry clusters supported by high technology.

Yang Zhigang, director of the expert committee of the National Chamber of Commerce and Industry Federation of Beauty & Cosmetics Industry Chamber of Commerce, said, “At this stage, China’s cultivation of national brands in the daily chemical industry is gradually increasing, but many brands are not able to reach that day. Although some of them are listed or otherwise The channels are trying, but the results are not ideal."

Insiders pointed out that in this game of foreign capital crazy mergers and acquisitions, the government's move is undoubtedly the centerpiece of the development of local daily chemical companies. With the help of policies, Gone with the Wind is constantly working hard on products, brands and channels to plan brand upgrades.