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1、中国日化行业发展调查报告外资在中国日化行业并购有望再下一城。有市场传言称，世界500强、德国日化巨头拜尔斯道夫欲20亿元人民币收购丝宝。对方希望通过本次收购，借助丝宝的渠道，将其洗发水业务在华全面铺开。7月26日，针对拜尔斯道夫收购丝宝的传言，丝宝相关人士表示，双方正处在互相考察阶段，属于“恋爱期”。此外，他否认了20亿元收购价格的说法。拜尔斯道夫在中国的子公司妮维雅(上海)相关人士则表示，由于未被德国总部授权，对此不置评论。拜尔斯道夫出牌进入中国13年后，低调潜行的德国品牌拜尔斯道夫开始举起并购大旗。根据此前的媒体报道，拜尔斯道夫将以近20亿元的价格，收购丝宝集团旗下舒蕾、风影、顺爽和美涛四
2、个护发品牌。据记者了解，丝宝的品牌调整和渠道整合正在进行之中。在接受记者采访时，丝宝集团相关人士表示，双方有合作意向，“但这么快就出来一个结果，是不可能的。”今年2月13日，丝宝集团与德国拜尔斯道夫公司签署合作意向书，“双方同意就潜在的战略合作机会进行独家探讨。”记者了解，根据意向书，双方拟深入探讨的战略合作机会，将集中在护发美发业务的销售、市场营销、品牌管理以及产品研发方面。在洗发水领域，丝宝市场占有率仅次于宝洁，而现在妮维雅还没有进入洗护领域。一位不愿透露姓名的丝宝销售代表表示，妮维雅的目的，正是想借助丝宝的渠道，推出自己的洗发水产品。近期，丝宝对旗下产品进行调整，洁婷品牌被独立出来，这也
3、被外界认为是迎接妮维雅到来的信号，因为作为个人卫生用品的洁婷，并不在妮维雅的收购名单上。对此，上述人士表示，把洁婷分离出去，是丝宝做的一个试点，“在渠道资源上作一些处理 ，希望这样把产品做得更专业一些。”丝宝集团另一知情人士解释，洁婷之前与丝宝洗护发产品共用一个渠道，因两者产品有较大差异，92%的洁婷销售来自直供，而非共用渠道。在这种情况下，把洁婷独立出来，“当在情理之中”。拜尔斯道夫的日化品牌妮维雅早在1994年就在中国合资设厂，但直到2001年才开始盈利，最近几年更以持续50%的速度增长，但其在华鲜有大面积的广告宣传和资产并购。这一定程度上符合它的德国气质：定位平民，不事张扬。目前妮维雅在
4、华主要以护肤品为主，洗发水业务还没有开展。因此，有业内人士分析，妮维雅此举有借助丝宝旗下品牌对抗宝洁之意。与此同时，丝宝的渠道建设，虽然在内部人看来做得难如人意，但对于妮维雅来说，仍然具有吸引力。业内人士分析，借助丝宝的销售网络，进驻超市、卖场，并在丝宝相对强势的二三线城市站稳脚跟，也是妮维雅的战略目的。有外界认为，妮维雅与丝宝气质上大相径庭，对其合作前景并不看好。对此，武汉大学经济与管理学院教授汪涛分析，妮维雅此举，就是要拓宽市场覆盖率，同时抢夺货架资源。“收购就是要对现有产品线进行补充，否则不如把原有的品牌做得更为强大。”丝宝之痛从昔日鼎盛时期一个令宝洁惧怕的竞争对手，到如今沦落到成为传言
5、被收购的主角，丝宝命途多舛。“跟丝宝同期的日化企业，现在有几个生存了下来？”丝宝相关人士在接受记者采访时，感叹民族日化企业生存艰难。据介绍，丝宝集团是香港实业家梁亮胜先生在香港注册的公司，1989年进入中国大陆发展，中国总部位于武汉，拥有丽花丝宝、美涛、舒蕾、风影等诸多品牌。靠着“终端为王”的战略，在最为鼎盛的2001年左右，丝宝一度在洗发水领域形成与宝洁分庭抗争之势。“从1999年到2002年，每年都是300%的增长。”销售代表于伟(化名)回忆丝宝的黄金时代，脸上现出难得的喜悦之情。丝宝集团相关人士在接受记者采访时承认，丝宝目前正在面临一定程度的困境，他把原因主要归结于外资品牌的过于强势。现
6、在洗发水行业，一半的份额被宝洁垄断了，它一降价，整个行业都要受到冲击。“与大打广告的宝洁相比，丝宝的家底显然不能支撑这样的消耗战。”公司的舒蕾小麦宣传片都快用三年了，观众都看 腻了。丝宝内部人士表示。该人士坦言，宝洁作为国际化的大公司，品牌运作和研发上更为成熟。相比之下，国内日化企业，正在遭遇瓶颈。“这和人们的消费心理有关，人们总是希望去追求国外的生活方式，这就对民族品牌造成了影响。日化品牌代表着一种生活方式，往大里说也代表着一个国家形象。”为避宝洁锋芒，丝宝选择了一条终端之路，我们做终端，就是要与宝洁进行差异化竞争，寻找我们自己的生存空间。一时间，丝宝的广告遍布城乡卖场。但宝洁亦随之跟进，海
7、飞丝、潘婷、飘柔，高中低档品牌全线铺开，并通过与商务部合作的万村千乡市场工程，进军农村市场。而农村包围城市，正是丝宝的策略之一。这种“贴身紧逼”，令丝宝的生存空间一再被压缩。“现在的问题是，宝洁也去做终端，他们花的钱更多。”宝洁是个很会模仿的企业，善于总结，所以一旦你作出了某种策略，他也有可能会立刻跟进，而且会比你做得更好。所以它可以很快适应中国这个市场。上述丝宝集团人士表示。终端之战，已让丝宝不能承受之重。于伟向记者表示，终端越来越难做了，“因为费用太高”。他介绍，丝宝的产品进入一个卖场，需要交纳陈列费、进场费、宣传费、导购管理费、导购工资、店庆费、DM费，“每个月都有，在武汉市最高的要占到
8、货款的20%”。这些费用在前几年是没有的，随着各家品牌开始重视终端，终端费用“现在都被抬起来了”。虽然进入沃尔玛的费用较低，“只有7%左右”。但他表示：“沃尔玛会优先考虑宝洁这样的全球合作伙伴。”汪涛教授分析，中国的民族品牌，过于陶醉于自己以往成功的经验，而忽略了对渠道的把握、对整个产品宏观的规划，“他们的经验，是技术性的、短期的营销活动、制造一些噱头。”尽管美涛品牌连续四年在行业内排名第一，但多重压力之下，丝宝还是开始走向下滑之路。(饶瑶对本文亦有贡献)记者手记：国内品牌缺乏“质的升华”经历了早期的水土不服，自2003年起，外资日化品牌开始在国内攻城略地。2003年12月11日，全球最大的化
9、妆品集团欧莱雅宣布收购中国护肤品牌小护士，推倒了日化行业外资在华并购的多米诺骨牌。次年1月，欧莱雅再次挥舞资本长袖，将中国彩妆及护肤品牌羽西收归帐下。沉寂了3年之后，外资并购风潮再起。今年2月27日，大宝在北京产权交易所正式挂牌出售，传言宝洁、联合利华和强生三巨头为此暗战。据悉，目前大宝收购事宜已进入商务部审批阶段，而收购方就是强生。与此同时，联合利华也频频示好白猫股份( 14.38,0.72,5.27%)旗下的中华牙膏，并以品牌租赁的方式与其合作。但争议也随之而来。被纳入欧莱雅全球体系之后，小护士并没有像期望的那样成为“美宝莲”第二。甚至有评论认为，小护士被雪藏起来，就是为给欧莱雅同类产品“
10、让道”。更有甚者，将之上升到民族品牌生死存亡的高度。对此，中国香精香料化妆品工业协会秘书长陈少军在接受记者采访时表示，日化行业外资并购对民族工业影响不大。“日化行业是一个充分竞争的行业，它远谈不上国家的支柱产业，也不像装备制造业或者粮食生产那样，影响到国计民生，所以政府也不宜出来干涉。”汪涛教授分析，整个日化行业，现在面临新的竞争格局。早期的国外品牌，由于对国内的市场环境不太适应，表现并不好。在国外，产品销售主要是靠广告来拉动;而在国内，相当长一段时间，是谁能把握终端和渠道，谁就能站稳脚跟。在汪涛看来，从2002年起，外资品牌开始对产品渠道进行调整，减少库存。而国内企业在渠道上做得就不够好，以
11、至于库存过多，这就将他们在劳动力上的优势都消耗掉了。“宝洁提出的2005年分销商计划，就是对渠道进行抢夺。他把自己在物流、信息技术方面的优势和成熟的运作模式发挥了出来。”与此同时，外资品牌也开始逐渐适应中国国情。2003年起，宝洁的玉兰油、舒肤佳、激爽平均分别降价20%、25%、30%，在化妆品、洗衣粉、洗发水多条战线宝洁发动的价格战烽烟四起。虽然联合利华的策略被称为“傲慢的本土化”，但他在华扩张的策略就是与当地强势企业合作，然后利用它们的销售网络去推广自己的产品。汪涛认为，这种情况下，国内品牌一般有三种选择：一是发生蜕变，在定位和形象上产生升华，二是被市场淘汰，三是被收购。“但在日化领域，我
12、们还没有看到民族品牌质变升华的先例。”汪涛表示。被并购或者死亡，这是摆在很多国产日化品牌面前的选择。丝宝之后，下一个是谁？Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what i
13、t was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time
14、.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right
15、 now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take
16、 a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, know
17、ing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy w
18、ho is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as
19、the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), C
20、ol. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less t
21、han 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting
22、 even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilo
23、meters). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be travelin
24、g fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of
25、 the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he pl
26、ans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach spe
27、eds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the daw
28、n of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.Editors note: Judson Jones is a meteorologist, journalist an
29、d photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr 待添加的隐藏文字内容2(CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps
30、 of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program
31、 I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next
32、 one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (lack of) air up there Watch man jump
33、 from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission
34、was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However
35、, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How c
36、laustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Miss
37、ion aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will
38、 move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the strat
39、osphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly ste
40、p out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is
41、 diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be en
42、ough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 mete
43、rs).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause
44、you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.
