World marketing comments (http://mkt.) "The world is uneven," recent Asia's emerging brand is worth in BenQ pushing a heavy one, their dreams and passion is a lot missing from the Asian brand, its sensibility radical brand management thinking, in many respects to Asian and Chinese enterprises do brand provides reference — success, failure, including in particular is now defeated Siemens this pile with a global effect of the event. A year ago, in order to let the BenQ brand onto a new development platform, BenQ staged avariciousness "blockbuster", mergers and Siemens mobile phone sector. The Unico, BenQ not only spend a dime, you get the Siemens complimentary 2.5 million euros the dowry. Market for BenQ head of Lee Kwan Yew Chung extraordinary courage and negotiating capacity and large eyes, but also to optimistic attitude expect BenQ for Asian brand wrote a new epic. The slowly rising BenQ Siemens with century-old shop to the produce of the "1 + 1-> 2" effect, so that people have every reason to think this acquisition. Many people also get Lenovo and IBM PCs, Sony and Ericsson merge mobile business case, and the comparison of mergers do BenQ.
A year later, in order to preserve this year only BenQ 5-year-old brand, BenQ had to sign a broken wrist so that Siemens mobile phone business losses affecting mother, renounce the Siemens mobile phone. Cooperation in a year and a quarter, a loss of € 800 million, almost losing a day off of NT $ 100 million. Not only expected "1 + 1-> 2" effect does not appear, BenQ-Siemens brand mobile phone market share from a year ago 4.8% onto the only remaining 3.2%, BenQ market value over the past year, nearly 40% vacuum evaporation. Originally estimated after the merger of three years starting making money, I didn't expect to plan does not change, the loss rates far above the expected nearly endangering the BenQ five years set the brand Foundation. "Just opened the head scratching the tail", the market and the media have started to write this pile Unico "thinking the old Fu".
Nokia Executive VP-ANSI · Watt Nuoji has acquired Siemens BenQ business make a meaningful assessment of the "two-Turkey up does not become an eagle", was not only outsiders think this purely competitors of expressionism even Nokia internal all think this some intemperate remarks. Now it seems that this is not a raving — not only Eagles didn't show, two turkeys have sapped.
Relative to the picture is being spread by Lenovo consolidation IBM case, BenQ Siemens merger is too strong dramatic colors, big up close, the big grief and blink Ltd 8 billion euros of shocking, can inspire many entrepreneurs to think — when China business began as the "world is flat" a conceptual bestsellers, Bewitched, internationalization Avenue turn the set back of the bitter lessons but out of the reality of the truth: the world is uneven.
8 billion euros, is winning the General Lee Kwan Yew Chung in uneven world first fell to price, but also for its brand internationalization of BenQ's big dream to pay tuition fees.
BenQ Asia brand dreams
After following the Acer, Lee Kwan Yew Chung of the invasive to their non-folding BenQ not Flex brand pursuit and superior market performance in greater China region and created another brand.
In the past five years, from Taiwan to mainland market of BenQ to strategy has a song in the hinterland of interpretation of the brand to grow sharply, legend, not only quickly beyond a number of Taiwan to OEM-dependent enterprises, their different general strategic considerations so many mainland enterprises feel strange and unique style of the BenQ purple rain storm surges by many enterprise brand thinking.
Lee Kwan Yew Chung adhere brand management idea, not only has he in Acer's real experience in a stimulating, Korea Samsung examples in the former. Lee Kwan Yew Chung not only once in public to "Samsung study", for example, think BenQ BenQ brand have a chance to become the second trio. At the end of 2001, mainly with blue tint technology industry BenQ unveiled a purple, allowing the market to stunning; 2004 BenQ sponsors European Cup, BenQ brand whirlwind, the impact of the European market is rapidly increasing; in 2005, Siemens mobile phone make merger and BenQ overnight from the mobile phone industry insignificant small Slovaks as the world's largest mobile phone manufacturers, 4 brand new step on board.
Recalling the history of its growth, this merger Siemens BenQ Mobile, but realistic and brand dream choice; from the market environment of enterprises, integrating century shop/time honored store strategy is reasonable choice.
Globalization has made a brand in mergers and acquisitions as the main means of market integration into many industry in particular is a mature industry strategy keynote, such as the automobile industry is consolidating into a six, the mobile phone in the future global is five, six can play. The McKinsey Quarterly in an article mentioned: "we have ushered in the age limit competition. Over the years, supply factors show these trend has accelerated the pace of economic change, expanding the area of economic change. Industry nature some of the industry and other industries compared to the more vulnerable to shocks, but the most vulnerable to shocks, is to take the dominant position of incumbent firms — they are faced with increased competition and the industry overall average performance decline of double blow. " In this context, the entire industry is in the warring States period, omae in the inevitable. Not taking the initiative to integrate people, sooner or later have to be people of consolidation. Industry consolidation and reorganization and become an international trend.
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