Another homebred brand is bought, the dignity of the Chinese nation got pound again it seems that. The mood —— that people comes into being a kind of extreme very easily disregards domestic day to turn the particular situation that company place faces, even if exit the market finally act against one's will,think, better than selling foreign capital also, at least still has a kind of solemn and stirring honor.
One picket lasted nearly two years buy case fall eventually next heavy curtain. On July 30, 2008, the United States gives birth to China by force to invest limited company to announce, completed limited company of cosmetic of big to Beijing treasure formally buy.

Homebred day turns a brand medium young nurse, feather on the west, the violet already was bought by foreign capital early or late before big treasure, this big treasure is bought case the incident of another mark sex that is considered as homebred day to change a brand to fall into enemy hands, each Fang Sheng denounces incessant Yu Er.

Economic choice

Big 1985 treasure changes the line of production cosmetic, begin from 1997, the big treasure fixed position with the characteristic of the sufficient cheap that estimate value and in a popular style, market view is changed in homebred day infinite, carry off home protects skin 8 years continuously kind the sale champion of the product. 17.79% what big 2003 treasure holds home to protect skin to taste market share, outclass its competitor.

The competition that subsequently domestic day influences the market is increasingly intense, international is strong the market share of the brand rises quickly, and be located in low end surely the big treasure of the market, profit space is more and more limited, market share is fast and atrophic. Big treasure tries to pass in rolling out day of frost and late frost concussion, archives protects skin to taste the market, but the extruding that encountered the international day such as Bao Jie turns a tycoon not only, and the grim challenge that must face the domestic brand such as Long Liji.

To 2005, the sale of big treasure is 780 million yuan, occupy only in the domestic cosmetic market of nearly 80 billion yuan of dimensions 1% . To big treasure, the profit space of its product is only 2% the left and right sides, wait for finite advantage to be able to 't live by the taxation privilege of its welfare factory only, upgrade in the product and the circumstance of unavailable significant breakthrough leaves the field such as breed diversity, go up objectively to answer the competition of the pressure that cost rises and intense market very hard. Then, when brand and channel value are higher, the choice sells, the option that sells a good price can yet be regarded as reason and economy.

The total assets of audit of the classics when big 2007 treasure hangs out his shingle is 645 million yuan, net assets 459 million yuan, annual interest embellish is stabilized basically control in 41 million yuan. Look with this outstanding achievement, strong unripe even if buys big treasure finally with the price of 300 million dollar, the intangible assets appraise that also means big treasure is worth disadvantageous already appropriate.
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