Magic City Home Furnishing is a leading enterprise in the domestic home Furnishing industry. Although its performance has been deteriorating in the past two years, the lean camel is bigger than a horse and his peers, and his strength is still the greatest.

Now, a company that I haven’t heard of before suddenly appears, and it actually wants to acquire the Magic City Home!

Soon, information about Weiye’s homework was exposed.

The company's controlling shareholder - Wang Ye, is a famous figure. He just topped the domestic rich list at the age of 24 a week! Although he only sat on the throne of the richest man for less than a week, the company's stock price plummeted and his wealth shrank sharply, giving up the title of richest man. But after all, he was the richest man in the past, so how could he be a simple person?

Such a person has entered the homemade industry with a huge amount of money of 10 billion yuan, and he has to acquire leading companies in the industry as soon as he enters the industry, and he is very ambitious.

For a moment, the home-based chemical industry exclaimed, "The wolf is here!"

...

Modu Home Furnishing, R&D Laboratory, Mu Shiting has just walked into her office and is preparing to start her day's work.

She is a doctoral graduate in chemical engineering and technology at Tsinghua University, and is also a top talent in the chemical industry.

Because I went to school early and had a smooth journey of taking the exam, I was admitted to Tsinghua University at the age of 17. I was admitted to Tsinghua University after graduating from high school. I was a bachelor's and master's degree program. I was only 25 years old this year. I have graduated from a doctorate and entered the Magic City Home Furnishing to be responsible for the research and development of new products.

Mu Shiting is as famous as her name, a typical Jiangnan girl, smart, beautiful and intelligent, and has excellent skin.

"Shiting, have you heard that our company is going to be acquired!" A female colleague came over mysteriously and said.

"Is that so? This is a good thing. It depends on what the company is like now. The new products developed by our laboratory have no chance to be launched into the market." Mu Shiting said lightly.

She is obsessed with R&D work. She has just arrived at the company for more than half a year and has developed several serums and creams with very good results, but so what? The company now has no extra financial resources to launch new products.

Those old products are still piled up in the warehouse. Want to launch new products? I'm thinking too much.

Mu Shiting was very sad about this, but she was helpless. Who made her just a small R&D engineer and had no say in the company?

"It should have been restructured a long time ago. Although Mr. Ge is very good and has made great contributions to the company, his old ideas are outdated and cannot keep up with the changes in the market. Look at the company's sales in the past two years, how can it be as good as before?" another colleague said.

"You can't say that. Mr. Ge made an indelible contribution to our company's current scale. In the past two years, it is because foreign-funded domestic giants have entered the domestic market. They are too rich and overwhelming advertising, so we can't compete with them."

Mu Shiting looked at the problem quite objectively and knew why the company is not doing well now. This is not only an internal problem, but also caused by changes in the external environment.

"Hey, I don't know which foreign giant is going to acquire us. It's not P&G. I heard that P&G has good benefits! Unilever is also good!" a colleague guessed excitedly.

She said that these two are the two foreign-invested homemade giants with the largest share in the domestic homemade market.

P&G and Unilever are both global daily chemical companies with a history of hundreds of years. P&G entered the domestic market in 1988 and now earns more than 39 billion yuan in a year. However, Unilever is more than 60 years earlier than P&G. In 1923, Unilever opened a company in Magic City to work on Lix soap, but Unilever earned more than 16 billion yuan in the domestic market in a year, and a considerable part of it comes from the food and beverage sector.

Speaking of P&G, we have to mention its cosmetics brand OLAY, which is Olay. In 1988, Olay entered the domestic market with "Give Youth Skin". In less than two years, Olay became the largest skin care brand in the domestic market.

Basically all shopping malls have cosmetics counters for Olay, and their market share is growing at a double-digit growth rate every year.

However, it has not had many good days now and is facing the challenge of L'Oreal.

Such a home improvement giant has a global revenue of tens of billions of dollars every year, and is also among the top in the world's top 500 rankings. This makes the Magic City Home Improvement compete with it.

"It's not foreign capital, I heard it is a private enterprise in Pengcheng." A colleague who is familiar with the matter told everyone.

"What?! Private enterprises? When will private enterprises be so rich and able to acquire old state-owned enterprises like us?" a female colleague exclaimed.

"Okay, don't immerse yourself in the glory of the past, and don't look at the current market value of our company, less than 5 billion! Why can't others afford it? Have you looked at the Forbes ranking last year? The wealthy people on it are worth hundreds of billions."

"By the way, the company acquired this time is said to be very rich and worth tens of billions of dollars!"

"So rich?! If he acquired it, wouldn't we live a better life and the company will have money to develop new products." Mu Shiting is concerned about whether the products she developed can be successfully launched into the market. As for who becomes the new boss, it has little to do with her.

The employees of the Magic City Homemade were talking and were not interested in working for the moment.

In the conference room of the state-owned assets management department, the three parties in the negotiations are also verbal battles.

"Dr. Wang has money and strength to acquire Jiahua, the Magic City. I don't deny this. However, you are an outsider after all. Do you know what Jiahua is? After you acquired it, I doubt the future development of the company!" Ge Wei said mercilessly.

The man opposite is so young, only in his 20s, he has a net worth of tens of billions. Now he is going to acquire my homemade magic capital! The world is changing so fast that he can no longer understand it. Ge Wei looked at Wang Ye, who was full of energy and felt a trance.

"Mr. Ge, you are a senior home-based industry person. When it comes to products, I am naturally inferior to you. However, the market is different now. There are too many products on the market competing in the same field. What you need is not only good products, but also marketing methods. How to lead domestic brands out of the siege? Can you do it? Or, is there any good method?" Wang Ye said with a smile.

This immediately hit Ge Wei's pain point, his face turned red and his breath became thicker.

Director Wang next to him saw that the situation was wrong, and quickly smoothed out: "Mr. Ge is also a person who has made great contributions to the transformation of the Magic City Family, so it is normal for him to raise his concerns. However, the market competition is too fierce now, and introducing strong capital can better develop the company."

Wang Ye still maintains a certain respect for Ge Wei. This person is definitely a good product. Liushen Hualu Water was the one he led the research and development and launched on the market. Basically, every family has used this product, and it is definitely known to everyone.

But perhaps it is because of the age of age, not being sensitive to the market enough, unable to keep up with the changes of the times, and marketing methods are rigidly aging.

The transformation of the Demon City can be said to be the result of Ge Wei, and Ge Wei is the result of failure!

"Mr. Ge, I bought the homemade family in the Magic City not just to make money, because if it is just to make money, there are more and better choices. You don't deny this." Wang Ye said sincerely to Ge Wei. If you want to make a successful acquisition, you still have to convince this stubborn old man, not to mention that after the acquisition, it is inseparable from his continued management.

Wang Ye said this correctly. The home-based industry, or the cosmetics industry, at least at present, belongs to the red ocean market. Faced with the encirclement of the world's top 500 foreign giants, domestic manufacturers basically have no power to fight back. If they want to make money, no one will enter at this time.

Ge Wei nodded and agreed. He then asked, "What is Mr. Wang for? Is it for his feelings? Or is it to revive the domestic cosmetics brand with your own strength?"

This was a bit ironic. Wang Ye didn't care, but nodded, saying, "Whether Mr. Ge believes it or not, I really have a certain feeling in this acquisition. Take the products of Magic City homemade for example, Meijiajing, Liushen, and Herbalife, these are all products I used when I was a child. They are very useful. So I was wondering why no one bought these useful products now, and everyone went to buy those flashy foreign cosmetics. Something must have happened in the middle!"

Ge Wei's attention was also attracted by Wang Ye's words, and he asked: "What's wrong?"

This is also a question he has been thinking about. Yes, why don’t people buy products that are obviously very useful?

Ge Wei can guarantee that the products with the same retail price, their homemade products are definitely better than those of foreign brands, and the cost is much higher!

But it seems that suddenly, the company's old brands, Meijiajing and Herborist, became unattended.

"Because of brand aging! Or brand image aging!" Wang Ye gave the answer to the question.

Times are changing, and the composition of the consumer group is also changing. The former main consumer group has now become the elderly, with a decrease in consumption desire and a significant decline in consumption capacity.

The new consumer group grew up watching the advertisements of foreign brands. In their impression, of course, Olay, L'Oreal, is more fashionable and more useful.

If a young man uses Meijiajing, he will be embarrassed to say it out because he will be ridiculed!

As a result, Meijiajing Herbicrochemical became an old brand, a symbol of cheapness, and became unwilling to the public.

After hearing this, Ge Wei was greatly touched. He kept looking for reasons from himself and the products, but never thought about looking for reasons from the consumer group.

This really fits the saying, it’s not that my products are not good, but that this generation of consumers is not good...
Chapter completed!