The candy industry may enter the oligarchy
2021-07-07 11:04:41
In the second half of this year, many foreign acquisitions of local brands were approved by the Ministry of Commerce. In June, the Ministry of Commerce approved the British liquor giant Diageo's purchase of Chinese liquor manufacturer Shuijingfang (21.69, -0.12, -0.55%); in September, the Ministry of Commerce approved Nestle's acquisition of a 60% stake in Yinlu; November The Ministry of Commerce approved the plan for the acquisition of Little Sheep Group by Yum!
On July 11 this year, Nestle plans to invest S$2.1 billion (approximately US$1.7 billion) to obtain a 60% stake in Xu Fuji. According to the plan, Nestle acquires 43.5% of the company's shares held by independent shareholders of Xu Fuji. In addition, it will acquire 16.5% of the shares from the 56.5% of the shares held by the Xu family. The Xu family will indirectly hold the remaining 40% stake in Xu Fuji, which Nestle has not acquired. Subsequently, this equity trading plan was reported to the Ministry of Commerce and accepted by the Antimonopoly Bureau of the Ministry of Commerce. December 6 officially approved by the Ministry of Commerce, which lasted nearly 5 months. Xu Fuji Group stated that Xu Fuji will delist on the Singapore Exchange before the end of this month. Xu Fuji’s current CEO and Chairman, Xu Cheng, will continue to lead the new joint venture company.
Ministry of Commerce approved
During this time, Xu Fuji International Group general manager publicly stated to the media that after all parties unanimously questioned whether the reason for the approval of this acquisition was whether it was suspected of monopolization, the reason why the Ministry of Commerce approves this acquisition is because of verification that the acquisition of Nestlé was confirmed. Xu Fuji's candy only adds the strength of his candy business. For Xu Fuji, he only enters Nestlé's candy field and does not involve Nestle's beverages, coffee, and other fields. Therefore, it cannot constitute a monopoly.
Previously, Nestle had just acquired 60% of Yinlu’s shares during the middle of the year. In fact, in a number of foreign investment projects that initiate mergers and acquisitions or cooperation with local Chinese companies, multinational companies value the most important resources in their operations, such as brands, channels, and research and development. Not long ago, after Yum's acquisition of Little Sheep, not only quickly entered the hot pot area of ​​Chinese-style dining, it filled the blank of the product line, and quickly obtained nearly 400 stores and upstream raw materials, factories, distribution and other resources, and also received trademark brand value of 1.7 billion yuan. "a famous Chinese trademark".
Foreign capital intensifies acquisition in China
In fact, Nestle’s acquisition of Xu Fuji’s behavior is of concern because of the increasing frequency of foreign acquisitions in the Chinese food industry in recent years. Since 2009, mergers and acquisitions by foreign-funded enterprises in China's food and beverage catering industry have intensified. Diageo's acquisition of a 39.7% stake in Swellfun, Yum! Acquisition of 93% of Little Sheep, and Coca-Cola's plan to acquire Huiyuan Juice have all attracted a great deal of attention in the industry.
It is reported that not long ago, Nestlé had just completed the acquisition of Yunnan Dashan Drinking Water Company, one of China's top ten drinking water industries, and Yinlu Group, a leading enterprise in the domestic eight-treasure porridge and protein beverage market. It has successfully acquired 70% of Yunnan Springs and 60% of Yinlu. Shares.
In response, Man Qing, the head of the Center for Multinational Studies of the Ministry of Commerce, once said that foreign capital is initiating an active purchase of leading enterprises and well-known brands in China's food, beverage, and catering industries. Such acquisitions, on the one hand, are conducive to the elimination of foreign-funded enterprises in the short term. Competitors, on the one hand, also facilitate foreign investment in the use of domestic companies' sales networks to expand the market.
Both parties have their own place?
Some consumer goods marketing experts pointed out that under the influence of the domestic and international economic environment, Chinese private enterprises have encountered difficulties in financing in the past two years, and the cost required to maintain and continue to build a brand is very high, and high channel costs and sales are not Proportional.
It is understood that as the world's largest food sales company, Nestle's global sales in 2010 amounted to 840.7 billion yuan, but the chocolate and confectionery business accounted for only 11% of its total sales. Faced with rivals such as Mars, Kraft, and Unilever, it has also been at the bottom of the competition. At the same time, since 1998, Xu Fuji has been ranked first in the market for 13 consecutive years, and currently has a market share of 6.6% in China. According to the latest financial report of Xu Fuji, the operating income and net profit for 2010 were 4.31 billion yuan and 602.2 million yuan, respectively, an increase of 14% and 31% year-on-year respectively.
Xu Fuji's products include sweets, cereal snacks, pre-packaged cakes and Saqima. According to Nestlé stakeholders, Hsu Fu Kee’s products are very suitable for the needs and habits of Chinese consumers. Nestlé’s existing product lines in China, including culinary products, instant coffee, bottled water, milk powder and food service products, are a product line. supplement. For Xu Fuji, it has a large sales network and channels in Nestlé.
Nestle's acquisition of Xu Fuji is actually not a matter for the two companies. Some analysts pointed out that due to the two sides in the Chinese candy industry's market share are in the top five, if the acquisition is successful, will have a huge impact on the candy industry. After the successful acquisition, Nestle’s control over the Chinese candy market will be significantly enhanced.
Some marketers pointed out that the combination of Xu Fuji and Nestle's two giants will have a huge impact on the pattern of China's candy industry. After the merger and acquisition is completed, Nestle's candy business will quickly enter the second and third tier markets. This competitive advantage cannot be duplicated. The domestic candy industry pattern will bring about a revolutionary change. For the acquisition itself, after both parties have completed the acquisition, other candy companies in China such as Yake, White Rabbit, and Golden Monkey will face great competitive pressure. It is of course a good thing to get the favor and help of foreign giants, but it is more important to improve their own core competitiveness.
On July 11 this year, Nestle plans to invest S$2.1 billion (approximately US$1.7 billion) to obtain a 60% stake in Xu Fuji. According to the plan, Nestle acquires 43.5% of the company's shares held by independent shareholders of Xu Fuji. In addition, it will acquire 16.5% of the shares from the 56.5% of the shares held by the Xu family. The Xu family will indirectly hold the remaining 40% stake in Xu Fuji, which Nestle has not acquired. Subsequently, this equity trading plan was reported to the Ministry of Commerce and accepted by the Antimonopoly Bureau of the Ministry of Commerce. December 6 officially approved by the Ministry of Commerce, which lasted nearly 5 months. Xu Fuji Group stated that Xu Fuji will delist on the Singapore Exchange before the end of this month. Xu Fuji’s current CEO and Chairman, Xu Cheng, will continue to lead the new joint venture company.
Ministry of Commerce approved
During this time, Xu Fuji International Group general manager publicly stated to the media that after all parties unanimously questioned whether the reason for the approval of this acquisition was whether it was suspected of monopolization, the reason why the Ministry of Commerce approves this acquisition is because of verification that the acquisition of Nestlé was confirmed. Xu Fuji's candy only adds the strength of his candy business. For Xu Fuji, he only enters Nestlé's candy field and does not involve Nestle's beverages, coffee, and other fields. Therefore, it cannot constitute a monopoly.
Previously, Nestle had just acquired 60% of Yinlu’s shares during the middle of the year. In fact, in a number of foreign investment projects that initiate mergers and acquisitions or cooperation with local Chinese companies, multinational companies value the most important resources in their operations, such as brands, channels, and research and development. Not long ago, after Yum's acquisition of Little Sheep, not only quickly entered the hot pot area of ​​Chinese-style dining, it filled the blank of the product line, and quickly obtained nearly 400 stores and upstream raw materials, factories, distribution and other resources, and also received trademark brand value of 1.7 billion yuan. "a famous Chinese trademark".
Foreign capital intensifies acquisition in China
In fact, Nestle’s acquisition of Xu Fuji’s behavior is of concern because of the increasing frequency of foreign acquisitions in the Chinese food industry in recent years. Since 2009, mergers and acquisitions by foreign-funded enterprises in China's food and beverage catering industry have intensified. Diageo's acquisition of a 39.7% stake in Swellfun, Yum! Acquisition of 93% of Little Sheep, and Coca-Cola's plan to acquire Huiyuan Juice have all attracted a great deal of attention in the industry.
It is reported that not long ago, Nestlé had just completed the acquisition of Yunnan Dashan Drinking Water Company, one of China's top ten drinking water industries, and Yinlu Group, a leading enterprise in the domestic eight-treasure porridge and protein beverage market. It has successfully acquired 70% of Yunnan Springs and 60% of Yinlu. Shares.
In response, Man Qing, the head of the Center for Multinational Studies of the Ministry of Commerce, once said that foreign capital is initiating an active purchase of leading enterprises and well-known brands in China's food, beverage, and catering industries. Such acquisitions, on the one hand, are conducive to the elimination of foreign-funded enterprises in the short term. Competitors, on the one hand, also facilitate foreign investment in the use of domestic companies' sales networks to expand the market.
Both parties have their own place?
Some consumer goods marketing experts pointed out that under the influence of the domestic and international economic environment, Chinese private enterprises have encountered difficulties in financing in the past two years, and the cost required to maintain and continue to build a brand is very high, and high channel costs and sales are not Proportional.
It is understood that as the world's largest food sales company, Nestle's global sales in 2010 amounted to 840.7 billion yuan, but the chocolate and confectionery business accounted for only 11% of its total sales. Faced with rivals such as Mars, Kraft, and Unilever, it has also been at the bottom of the competition. At the same time, since 1998, Xu Fuji has been ranked first in the market for 13 consecutive years, and currently has a market share of 6.6% in China. According to the latest financial report of Xu Fuji, the operating income and net profit for 2010 were 4.31 billion yuan and 602.2 million yuan, respectively, an increase of 14% and 31% year-on-year respectively.
Xu Fuji's products include sweets, cereal snacks, pre-packaged cakes and Saqima. According to Nestlé stakeholders, Hsu Fu Kee’s products are very suitable for the needs and habits of Chinese consumers. Nestlé’s existing product lines in China, including culinary products, instant coffee, bottled water, milk powder and food service products, are a product line. supplement. For Xu Fuji, it has a large sales network and channels in Nestlé.
Nestle's acquisition of Xu Fuji is actually not a matter for the two companies. Some analysts pointed out that due to the two sides in the Chinese candy industry's market share are in the top five, if the acquisition is successful, will have a huge impact on the candy industry. After the successful acquisition, Nestle’s control over the Chinese candy market will be significantly enhanced.
Some marketers pointed out that the combination of Xu Fuji and Nestle's two giants will have a huge impact on the pattern of China's candy industry. After the merger and acquisition is completed, Nestle's candy business will quickly enter the second and third tier markets. This competitive advantage cannot be duplicated. The domestic candy industry pattern will bring about a revolutionary change. For the acquisition itself, after both parties have completed the acquisition, other candy companies in China such as Yake, White Rabbit, and Golden Monkey will face great competitive pressure. It is of course a good thing to get the favor and help of foreign giants, but it is more important to improve their own core competitiveness.
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