Transnational corporations of the renovation of local brands

Keywords: transnational corporations, local brand renovation for brand building and brand management acquisition of local brands, contamination is the French atmosphere, injected some high-tech, and adventure to a new market, the next open wallets to harvest is a hard cash — it's that simple! this is the world's largest cosmetics company, global most admired 50 companies of the L'Oreal Group brand expansion. A few days ago, romantic France people L'Oreal China President CAP will devour you Paul in Shanghai Pudong century Park said: "our marriage repair was deliberate. "Marriage is 4 months ago, L'Oreal acquires native third largest cosmetic brand" small nurse ":" deliberate "means the integration of L'Oreal's new" small nurse "series product formal stage debut-L'Oreal and ready to open the Pocket!

Beautiful transforming: "small nurse" who wish to become China's first great skin care brand

Acquisition of own brand constitute a threat of competitor brands, then cold treatment, will resources integration of its advantages to their brand, let the acquired brand began to fade out the market, until eventually perish — the Clippers ' apart from the competitors to expand their "brand strategy" has been a lot of business "predators" tried-and-usage practices. But L'Oreal and yet no!, 2003 year end on the last day, L'Oreal acquires the "bride"-the local's third largest cosmetic brand "small nurse", despite the cover Paul acquisitions "small nurse" News Conference, to preserve the "small nurse" this brand that many people are still found in the industry, as the "about" and "small nurse" won't be long before you're going to get into "limbo" — after all, cosmetics is a Don Juan's business, and the "small nurse" is not a "wife" L'Oreal, who will have one and a half old lady of a certain age and its "as Palace" jealousy in love, it's not fending, reversed universe?!

However, 8 April, a new generation of new "small nurse" "kiyosawa" and "white" series products of senses, completely negate the industry speculation. Radiant presence of L'Oreal China President cover Paul a with several "sweet", "happy" to declare L'Oreal and "the marriage of small nurse". "Small nurse" Ocean ", instead of being thrown away, but the husband gone?" is a foreign gene-L'Oreal canil Research Center of high-tech cold extraction technology, from the extraction of lemon, fresh fruit, moisture whitening active ingredients. Chinese cheongsam down with France, the brand new L'Oreal Edition "nurses" becomes even more attractive. L'Oreal China mass flow Jamie Luk brand General Manager, said that the new small nurse fusion Garnier's high-tech product formulations, more pleasing product packaging, more rational product retailing as well as more powerful media to build the integration into the European giants of Oriental bride of the new brand image.

"Small nurse" was founded in 1992, is ranked third in China skincare brand, second only to the Magnolia oil and Taiho, brand recognition up to 99%. According to the international famous consulting companies AC Nielsen survey, 2003 market share as 4.6%, sales up to 40 million euro (nearly 4 million RMB), and L'Oreal brand in the same rankings only slightly taller than the small nurse.

Cover Paul launches new small nurse series products, the pride of the mark to announce that relies on the Center for scientific research strength Garnier will push the "small nurse" higher stage of development — to become China's first great skin care brand.