L'Oreal careful layout of China

First, L'Oreal in China track L'Oreal is the world's largest cosmetics group, owns lankou, L'Oreal, Maybelline, weizi, over 500 brands, has been famous for the United Kingdom in the financial times and the United States BusinessWeek called the "most admired companies" and "France United Kingdom", in the world, with a good reputation.

In 1996, L'Oreal entering China, officially 1997 established a branch in China. This year, Italy built Paul took 10 individual preparatory group and Maybelline (just acquired) managers began implementation of L'Oreal in China strategic intention, and strive to make China becomes a center of L'Oreal global strategy.

Since 1997, cover Paul L'Oreal's Paris L'Oreal, Maybelline, Garnier, lankou, helianna, Bristol Ouquan, LOREAL professional hair care, cards, poems, lifu weizi, spring to introduce, L'Oreal China will expand to the businesses of more than 500 Chinese cities. Starting from entering China, L'Oreal brought approximately $ 140 million has a certain buying power of the young and lively city women as target groups and different brands of the subdivision segments: consumer packaged goods such as L'Oreal, Maybelline, Paris, Garnier; professional salons such as card poems, L'Oreal professional hairdressing; luxury brands such as lankou, Bristol Ouquan, helianna; pharmacy designed PIN as weizi, lifu Springs, separately for the four categories of products up to four different sales channels, both in the classified market achieved a larger share: such as lankou, Maybelline, within their respective rating market and different sales channels have achieved first share, L'Oreal Paris occupies the upscale hair market, sold exclusively in pharmacies also becomes active health weizi cosmetics market leader ...

2002 L'Oreal in Chinese sales of over 1 billion 1 thousand 3 million euros. L'Oreal (China) in 2003 for the first three quarters will remain strong 66% sales growth, increases and the level of growth in 2002 is very basic. According to the latest report, as of the end of fiscal year 2004, L'Oreal to achieve global sales 145.3 billion euros over a comparable growth 6.2% deduction for exchange rate effects, and other factors, the actual growth 3.6%, China business in 2003, sales growth 69.3%, and 99% of new growth, sales of 30 billion yuan, become a Chinese cosmetic industry only powerhouse!

Second, on the Chinese market of

L'Oreal China somewhat late, and France corporate knowledge of China lagging behind. But L'Oreal is a world class multinational enterprises, to develop overseas markets have rich experience, come to China, but also with clear strategic intent, and superb market segmentation strategy, with multiple brands of the market means that divide rapidly a firm foothold. After a few years later, she found the L'Oreal's brands in their respective fields, are occupied an important position, to become this kind of product and consumer leadership or first-line brand, but the overall performance of the L'Oreal China or not. Further studies have shown that L'Oreal's lankou, weizi, such as luxury beauty cosmetics helianna, prices are usually between the hundreds of thousand dollars, although some high-end consumer crowd also to L'Oreal brings huge returns, but in the current market size of China, is still very limited. Although the Chinese high-end market of cosmetics growth has been inviting, but Chinese popular cosmetics market is so exciting that there have been large cosmetic areas of Procter and gamble for L'Oreal eye-opening ...

L'Oreal recognizes that to China seeking greater market share, it is necessary to develop new market space. The L'Oreal China brand structure, in the high-end market L'Oreal already have the corresponding brands occupy the corresponding market share, the rapid expansion of the market is unlikely, therefore, to achieve greater market space, we must face up to the massive popular cosmetics market. L'Oreal finally understand Chinese characteristics markets really means, in fact, it is enough to eat after the Chinese public's tremendous demand for cosmetics.

Brand crisis and brand remodeling Specification Manual (4)

Specifications Manual: volume 1 volume 2 volume III of the fourth book

Keyword: brand crisis reshaping specification manual brand brand brand management

The world brand laboratory (brand.) Roundup:

(Ii) the content of brand rebuilding the brand for objective 1.

March 28, 2006, Unicom has been withdrawn 12-year-old "blue China knot", the "Red Chinese knot". Unicom as declared their farewell Telecom, IT and other industry representatives, namely, meaning the color technology, rational, and joined by blue Sony, Samsung, meet consumer demand for its core brand by "red camp".

Prior to this, the 26 December 2004, Haier announced the new logo will appear in bright pink. From a psychological perspective, red is outgoing, blue is referring to, Unicom, Haier, etc from the "blue" to "Red Army", meaning that they begin with mass consumer language the word to replace the original.

Unicom and Haier change of identity, marketing is "brand remodeling" (rebranding). They change color or change the text and letters, such as the interchange of English words from uppercase to lowercase, discard the caps of Majesty, cold feeling, more active and affinity. Red double "I" from top to bottom, just like two stick villain in communication, aura, at any time to stop, is to highlight the "let all the free spirit of Unicom" brand finishing touch.

Similarly, entering in 2006, Intel's global launch new brand identity, the original of a dropped capital letter "e" and the Intel logo, a whirlpool-like surround the company name of circle previously used the slogan "Intel Inside" will become "Leap ahead". Intel recognizes that identifies the change is attributable to the development strategy of fundamental changes and adjustments — to mere chip manufacturers and suppliers, and will move toward the front desk directly facing the consumer.

Acer's participation in the Olympic world sponsorship strategic considerations

Keywords: Acer Acer Olympic sponsorship global sponsor of the Olympic world top sponsor of the Olympic Games

The world brand lab report:

Acer Inc. announced today that the International Olympic Committee (International Olympic Committee, IOC) signed an agreement that will start from 2009 to 2010 Vancouver Winter Olympics and the 2012 London Olympic Games computer equipment (Computing equipment) partners. Under the agreement, Acer will be 2010 Vancouver Winter Olympic Games of 2012 London Olympics of global partners (Worldwide TOP Partners). Since Acer have merger United States Norge (Gateway, Inc.) , Therefore the Acer from cases of access rights, will also include the Gateway brand. Acer Ranch that the Olympics have many players from around the world and related persons, they thought and cultural background, but possess keen on sports mission and ambition, and in solidarity and friendship, on the basis of the Exchange, cross-fertilisation and experience all of humanity in General. Similarly, consumers face different Acer, is also dedicated to understand the market, providing an easy-to-use product, want all people to enjoy technology. Movement can be either individual or team performance, but are able to sporting spirit of excitation, the different cultures, customs and language of people together. Athletic value of respect for diversity, removing prejudices, and demonstrate the common objective of rallying. In fact, technology also has a similar function, which allows different people, in the same environment, to more easily communicate with each other. Acer Chairman Wangzhentang said Olympic uphold the universality and inclusive vision, abandon prejudices, respect for differences, different people together, this belief to Acer has a lot of inspiration. Acer aims to become a successful global company, the Foundation is committed to this belief. And will be implemented in daily operations. The International Olympic Committee President Jacques Rogge (Jacques Rogge) welcomed the Acer 2009 as global partners. For purposes of promotion of the Olympic Games, through this partnership, Acer will provide Vancouver and London Olympics computer equipment, service and technical staff, for these two Olympic events and create a significant help. In addition, the cooperation for the promotion of the Olympic Games in the world are also of great significance. North America and Europe is Acer in recent years one of the key market, Acer in local efforts to enhance the brand image and market expansion, also get good progress. In the future, Acer will continue to adhere to existing business models, market expectations, research and development capabilities complete products to meet the real needs of consumers.

Suning give up big: are the fault of a third party?

Keywords: SUNY purchase the big big Chinese beauty in SUNY

The world brand laboratory (brand.) Reports:

After a long happy endings, suning appliance and large electrical appliances in the end did not come together. Suning appliance today issued a public notice that since both parties have been unable to reach agreement on the core clauses, the company decided to suspend the implementation of the acquisition.　　 However, the reporter yesterday learned from insider, suning announcing the acquisition of behind the scenes "pushing hands" is out in the United States than suning higher purchase price. SUNY at the recent announcement that the company and its financial advisors and large and medium-sized appliances that negotiated the acquisition matters, but the company considered the acquisition cost, risk factors, both acquisitions have been unable to reach agreement on the core clauses. Company management has always stressed robust to independent development direct store as the primary means of chain development. Therefore, the company decided to suspend the operation of the acquisition. After learning that the message, press the first time call suning appliance CEO Sun Weimin.　　 Sun Weimin told reporters, in addition to the advertisement content, suning currently inconvenient on this matter any more. However, suning abort merger of large and medium-sized electric news seems to be too big of a sudden electrical press spokesman Robert even seem unaware.　　 Her interview, also a pinch of salt that is listed in the SUNY didn't see notice before suning appliance is not good comments on this matter. On being informed that the message really is true, even after that it would acquire a thing both in large and medium-sized and suning, but big in electric never officially announced it would acquire no message. In fact, big indeed entrusted by third-party financial companies and suning touched, but the two sides have never entered a formal negotiation process.　　 Large and medium has always insisted on making their own decisions, preferred and close approach, moreover, the company in Beijing market firmly occupy more than 50% market share, the company will continue to look for suitable partners. Suning decided not to purchase the big, GOME perhaps is a good news. GOME President Chen yesterday in an interview with reporters, said the United States has been in contact with, and contact with the public, in fact, more than the United States, SUNY. Chen even suggested that the acquisition of large and medium-sized business might recently. According to informed sources revealed to reporters, suning cannot acquire large and medium-sized and large temporary switch teams. The so-called "both sides have failed to reach agreement on the core clauses" may ultimately views is the purchase price. Suning's competitors in the United States gave much more favourable purchase conditions, to this end, the large and medium-sized appliances will turn into the "arms" of the United States. 9 April this year, suning appliance is to purchase the big announcement in electrical matters that the company has commissioned third-party financial advisors and large electrical appliances in the industry, the cooperation matters for communication and Exchange. Since then, suning will be 3 billion acquisition of large and medium-sized appliances rumors have not ceased.

Microsoft to buy Yahoo: fog all significant

Keyword: Microsoft Microsoft acquisition of Yahoo, Yahoo

Omar remark: this event always occurs in your unexpected it! is always in your unexpected surprise for you! this is the Internet's enormous charm!

Year, in our whole nation a harmonious look forward to spring reunion juncture Ocean happened a surprising event in the world: global software release, the official Microsoft hegemony prepare for acquisition of the global network giant Yahoo company!

Press reports, the United States Eastern time on 1 February, 6: 40 pm (Beijing time on 1 February 19: 40) message, Microsoft officially announced, has submitted to the Yahoo Board of Directors submits bid, plan to $ 31 per share acquisition of all of the issued ordinary shares of the latter, the total value of approximately $ 446 billion. Specific acquisition programme for stock plus cash, Microsoft connection plan completed in the second half of 2008. News, Yahoo's stock price jumped suddenly crashed, more than 50%.

One is the software industry, its dominant Windows operating system to dominate the world, has a monopoly position; is the old network boss, today Tiger comes down. Microsoft wants to alliances, would play? Yahoo hostile takeover, whether the alleged suspect goods are bought goods? Microsoft's attitude is very clear, that is to take into the arms of Yahoo. Non-famous network commentator Phoenix Bodhi thought, this acquisition, mist, significance.

A joint Microsoft wants to do Internet Overlord: there is no denying that IT territories while covering hardware, software, network, and other aspects, but as technology development and market commercial pace, the Internet has increasingly become the center of the IT world. This is a general trend across IT, Microsoft is forced to the situation and development needs is long overdue start transfer to online, the clustered resources for strategic consolidation. Effects due to the inertia of the brand, recognized Microsoft is a software company instead of an Internet company, which on its network brand and raise less favourable; Moreover, the Internet experts such as forest, software industry leader how to implement after first to stand on the shoulders to the numerous competitors, this is a problem.

But it is undeniable that Microsoft is rich of ER. This year, the money is good, rich is a good buy! such as engaging in a purchase or something. It is a malicious goodwill, money can buy gold. Smart Microsoft people naturally look into the decline of the nobility of Yahoo. Now Yahoo is underarm neiwaijiaokun good time. There, you don't start, more to be when? from the business point of view, it is heavy to match, but more are complementary. Microsoft's attitude is very clear that its goal is to beat google. Yahoo is important layout checker.

Second network acquisition indicates future strategic layout: many ordinary Internet users might not know, Microsoft has a similar search site live.com. But I'm afraid to be on the influence, and dominating the world of Windows completely in a grade. Microsoft to conduct global network layout, how to live off this card, Microsoft does not have a bottom, but used to sweep the world Yahoo should have the strength and capacity. Thus, Yahoo acquired will not be reduced to a subsidiary of Microsoft, like Ma on Yahoo China, people are more worried.

Previously, Microsoft to 2 billion price beat google acquires facebook. This can be thought of as Microsoft into the Internet's first round of shock wave. The acquisition of Yahoo can be thought of as the second round of shock wave. The authors estimate that the effects of the global network in no way inferior to the Indian Ocean tsunami. Expert and master, often resort to see blood. Microsoft's big full promise management network layout of strong determination and intentions, and that is the main guidelines for persistently. Grasping the future seed, on the one hand and backbone. To facebook as the representative of the social networking sites are the future trends; to Yahoo as the representative of the global network is Microsoft's comprehensive to the solid foundation of the Internet.

Three break google monopoly, enhance Internet advertising market development: more undeniable fact is that both Microsoft and Yahoo, they share a common target, that is google-Yahoo's decline worship it, Microsoft began to breath, also because the two use the baby boy smile. Think are terrible, google can create for a divorced woman is despair billionaire myth, Microsoft can! google God pet profile, there are about beyond Microsoft to become the new IT World Centre. This ambitious order Microsoft eat sweet sleep. Bill Gates has said that Microsoft only forever from the bankrupt 18 months. So with the sense of the Microsoft people have long wanted to kill google this portrait heads, but google is also not a good mess er. What should I do? I Chinese proverb metaphor, thin dead camels than Martha. Yahoo in the past few years though poor, but after all, it is first in the world. Technology strength, brand impact, net value are placed in there. This may be Microsoft's more important resources and advantages. The combination of Microsoft and Yahoo will pose a threat to Google is the Internet industry recognized fact. But there is a greater significance, it will promote the Internet advertising market will develop.

IV attitude of Yahoo shareholders: any deal that is not to the public will and personal preferences as to transfer. Hostile takeover would certainly not like it, but after experiencing a downturn, investors on Yahoo market performance is not satisfactory. Moreover, the acquisition news, Yahoo's stock price is not a bad thing. And who have hatred would not have with money hatred of the shareholders maybe early on in the brooding is 446 billion 500 million cost or bite does not let go. Moreover, on the way into a quagmire of Yahoo, the acquisition is also a way out. 4 quarterly results from them, may be an opportunity to reinvigorate. Yahoo as a whole was acquired or merger, transfer possibilities, perhaps this could save Yahoo.

Five powerful alliances with model: actually there in the IT sector has never been a brand-new building new aircraft carrier. Said HP Compaq event, was a slice, laments that HP may not be able to eat Compaq. In fact, after several years of

Development trend of increasingly strong, Hewlett-Packard, it can be said that the initial merger of influence in the now fully reflected, cannot fail to admire the Iron Lady of discernment. By contrast, the Microsoft acquisition of Yahoo, seems to be more optimistic. Imagine that one day you encountered such competitors, can sleep? others sleep sleeping not to know, it is estimated that google has the awake at night.

Carrefour sales back on its word that is common.

<P> Reporter learned that, during May 2007, Carrefour had been promotions, continued from May 9 to 17 8.5 Carrefour discount skin care products across the board activities, carried out only after a few days, L'Oreal, Magnolia .Oil, Neutrogena and other brands of promotion rules have changed over 50 present their coupons directly reduced by 7.5 yuan, and, while the new marketing efforts are significantly lower than the original 8.5 fold. .</ P> <P> announced the full line of skin care products, 8.5 fold </ P> <P> three brand rules are different </ P> <P> Carrefour opened the official website, a 8.5 fold line of skin care products, advertisers impressively in the .projects. .Advertised, from May 9 to May 17, Carrefour skin care products across the board 8.5 fold. .</ P> <P> But as of yesterday, the event was only 6 days, reporters have found that not all brands are equal to strict implementation of rules of the game, L'Oreal, Olay, Neutrogena these three .counter brands, there are different marketing programs of their own. .</ P> <P> Yesterday, the reporter went to the Carrefour is located near the side of white stone garden store in the cosmetics area, the reporter noticed a billboard on top of the head, skin care products on the audience to write off 8.5. .The display in the central region of the brand on the shelves of skin care products are indeed said the ad played on the 8.5 fold. .</ P> <P> counters in L'Oreal before the press to see such a promotional billboard that present their voucher at least 50 direct reduced by 7.5 yuan, and over 100 direct deduction of 15 yuan, full .200 direct deduction 30. .But in fact, consumers purchased more than 100 products, minus only 15 yuan, 200 yuan more than the grade as well. .</ P> <P> some brands only a few days suddenly change the rules </ P> <P> the practice of the three brands, so many consumers greatly puzzled. ."No audience of 8.5 fold up a few days ago I heard that you also participated in, how changed today?" In the Oil of Olay counters ago, a female consumers said. .The Oil of Olay's shopping guide, said exercise was carried out a day or two, early into this again. .When a reporter asked whether L'Oreal, Olay, Neutrogena's shopping guide why not participate in the activities, the other side said, because they are "unified pricing." .</ P> <P> and then press square to consumers who call the Department of Park grocery store, the person said, because the brand is not supported for this event, so these to change the promotional program. .</ P> <P> change the promotions the stores are not just a side garden shop, the reporter learned then phone, including many stores, including Tongzhou store brands are now above the implementation of the new program. .And yesterday, both in stores or on its Web site, the reporters were not found outside of publicity on this side of Carrefour. .</ P> <P> the same time, the reporter also noted that the shopping guide, said the new way of marketing efforts with the 8.5 fold does not seem any different, but the reporter careful calculation found that efforts to actually reduce the discount. .</ P> <P> no way to change business promotion </ P> <P> practice for Carrefour, Bureau of Commerce yesterday, the reporter called the order flow management office, the other party that, in principle, determine the promotions business, from the formal implementation of the .end of the period and can not change the activities that if she changes, you must advance of foreign express. .</ P> <P> telephone yesterday, reporters tried to Carrefour Beijing's head of external publicity, Miss Lee, telephone or text message each other, but both are not respond. .</ P> </ p>.

Carrefour to cancel someone's joy Who May Promotions worry?.

World Brand Laboratory <P> Editor's note: It is undeniable that the Carrefour boycott the event in May of this large chain of retail stores selling gold it is Carrefour's unfortunate, and therefore the terms of Carrefour China, would definitely cancel the large-scale promotional activities ., the following should be related to the attitude of those interesting speculations. .</ P> <P> 1. Carrefour, Wal-Mart's attitude toward rival </ P> <P> 2. Carrefour supplier's attitude </ P> <P> 3. A public boycott of group attitudes </ P> < .P> 4. has been used to cut prices on holidays to enjoy between the groups </ P> <P> Chongqing Yangjiaping, overcrowding Carrefour </ P> <P> yesterday, media manager of Carrefour China, Bo said in a statement .To express the Chinese people's understanding and respect, Carrefour will be suspended nationwide May Day promotions. .</ P> <P> 3 月份 started planning promotional activities </ P> <P> Bo said in a statement, in previous years in the period May, Carrefour has a normal promotional activities. ."And this time to express our feelings of China's full understanding of the general population and a high degree of respect, we canceled this promotion." </ P> <P> statement said: "I am trying to make is, like the May Day .This holiday, engage in large-scale promotional activities take a long time to prepare, so we started back in March to prepare the plan. However, given the current situation, we still decided to cancel the event. we make such efforts .that China would like to express our feelings the general public and existing customers in high respect and full understanding, express our sincerity and goodwill, as Carrefour, the Chinese people will always be friends. </ P> <P> preferential recognition of spread of the Internet .Activities </ P> <P> recently, during May on the Carrefour rumors of a big promotion on the Internet widespread, there are users posting "latest promotional poster," said Carrefour will be "some of the goods donated over 500 arrived in 250 .with vouchers. "In this regard, Carrefour explained, Internet rumors of" full 500 voucher donated 250 yuan "is the originally planned schedule of promotional activities for the May Day, that is, the contents of the cancellation. </ P> <P .> At the same time, Carrefour started to play the role of public relations crisis. Yesterday, Carrefour published in some media half-image ads, entitled "We, as always, based on the common development of China's active participation". </ P> <P> venue Category Discount .will continue to keep </ P> <P> Carrefour, the official told reporters that the series of events before making Carrefour in the "cusp", the company can not come back at this sensitive time to take such action in order to avoid falling real people. In order to .Let things cool down, the company also asked the local abolition of all large-scale promotional activities, shopping discounts in the various categories will be maintained. But, she says, to May 5 is the last wave of activity. </ P> </ .p>.