收购小护士的背后
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-SIZE: 12pt; FONT-FAMILY: 楷体_GB2312"><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">四年的持久战，对于小护士和欧莱雅任何一方而言，都是异常辛苦。但任何对峙终究都会有一个句号，这是无法改变的事实。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">2003</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">年</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">12</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">月</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">12</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">日，欧莱雅终于如愿以偿地宣布将小护士收归旗下，而欧莱雅中国总裁盖保罗的微笑则成为了众多镁光灯竞相追逐的对象。然而，与前些日子线条明晰化的柯达乐凯合作版本截然不同的是，此次欧莱雅收购小护士实在是有些</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">犹抱琵琶半遮面</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">。除</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">了透露此次收购包括小护士的品牌、销售渠道、管理层及其在湖北省宜昌的一个生产基地外，对于收购价格，二者都不约而同地表现出一副讳莫如深的样子，而对于人员去向等问题，双方的回答显然也是在顾左右而言它。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 欧莱雅何以夙愿得成？这个问题的答案也存在不同的版本。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 用小护士化妆品有限公司董事长李志达的话来说，是时间改变了这一切。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">你的孩子养大了交给我，你就放心吧。我会像对自己的孩子一样来对待小护士品牌。我们能给它提供坚实的研发后盾，把它推向海外市场，我们有更强大的投资实力。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">这是盖保罗对李志达说的一番言辞恳切的话，显然，这段话深深触动了李志达。这位向来在品牌收购上长袖善舞的意大利人，终于再次凭借自己的真诚和执著让对方的心理防线轰然倒塌。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 然而，这绝对不会是李志达将小护士拱手让出的全部理由。欧莱雅收购小护士后，李志达将不能再从事化妆品行业，这是李志达与盖保罗之间的约定。所以，李志达在发布会现场几度哽咽，也让人们深深感受到了这位小护士创始人心中的千般不舍。小护士作为丽斯达日化</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">(</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">深圳</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">) </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">有限公司旗下的主要品牌，在中国内陆已经是家喻户晓，市场占有率达</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">到</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">5</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">％，并在全国拥有</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">28</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">万个销售网点。此后，丽斯达相继推出了兰歌、古方等多个品牌，想凭借多品牌战略进一步扩大市场占有率。然而，事与愿违，兰歌等品牌的失利让丽斯达粹不及防，而由此产生的巨额亏损更是让其焦头烂额。一边是由品牌后续缺乏资金造血功能衰弱，一边是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">??</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">利项目不断输血做无用功带来的大量浪费，丽斯达不得不站在了爱与痛的边缘。面对不断下降的销售额，面对国内同行与跨国企业的不断冲击，丽斯达高层开始萌生退意，将目光投向其他行业。要成功转型的话，抛弃现有的化妆品行业轻装上阵似乎成为最佳的选择。有知情人士指出，丽斯达的本意是把公司品牌和固定资产整体打包卖掉，完全剥离出化妆品这一块。然而，精明的欧莱雅无疑只是对小护士这块优良资产投来了橄榄枝，相较之下，底气不足的丽斯达出让小护士显然是无奈的让步</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?? </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 再来看看欧莱雅。欧莱雅在全球拥有的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">500</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">多个品牌和</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">8</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">万多种产品，几乎覆盖了所有的消费层次。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">1997</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">年欧莱雅中国公司正式成立，其负责人盖保罗就凭借鲜明的个性和震撼业界的金字塔蓝图开始在中国市场上崭露头角。针对金字塔结构中每个品牌，盖保罗都制定了不同的营销策略，并试图依托差异化战略将每个品牌培育成各个的细分市场的主导品牌。如今，理想中的金字塔结构已日渐清晰地呈现出来：从高档到中低档的大部分市场已经被欧莱雅所占领，但是金字塔的底部却依旧是空白。盖保罗清楚地意识到，在消费能力相对偏低的中国市场，这部分空白的低端市场恰恰是极其重要的一部分。成功收购了多个地方品牌之后，整合</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">泄</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">现有的本土品牌正是欧莱雅眼中最省钱和最有效的途径之一。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?? </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">视中国本土品牌，小护士成为盖保罗眼中的不二选择。对小护士完整健全的销售渠道、较高的市场占有率以及本土化的品牌文化，盖保罗从来是赞叹有加。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 可是，当时的小护士正如日中天，对于欧莱雅频频抛出的媚眼根本无暇顾及，甚至有点不屑一顾的傲气。盖保罗对此曾打了这么个比喻：</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> “</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">就好像<?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" /><st1:PersonName w:st="on" ProductID="李">李</st1:PersonName>先生和家人正在舒适的家里，可是我却跑去敲门，说我要买他家的房子。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">四年中，盖保罗的叩门声从来不曾终止，终于在李志达开始眉头紧锁的那一刻，盖保罗抓住了话语权，不失真诚地敲开了那扇门。</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 其实，在长达四年的拉锯战中，丽斯达动摇过好几次，但终究因为在价格问题上的分歧导致收购计划的流产。日渐走下坡路的丽斯达现在卖掉小护士，似乎并没有赶在最光鲜的时候。而今，双方对价格秘而不宣，似乎在某种程度上肯定了一点，那就是这个价格并不是最接近平衡值的那一个，而是偏向了某一方。究竟是欧莱雅为了早一日结束拉锯战而对小护士的妥协，还是小护士万般无奈下的被迫之举？目前还不得而知。作为日化行业曾经的风云人物，李志达的退场为此次收购事件染上了一股悲壮的色彩，或许，</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">舛杂诓虏饽钦疟徽诟堑募鄹竦着疲</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">提供了那么一点点暗示</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">?? </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial"> 从牵手小护士的那一刻起，欧莱雅是否真的在心中烙下了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">“</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">执子之手，与子偕老</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">”</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">的誓言，这实在是个无关痛痒的话题，因为在磨合中学会生存是小护士成长中必经的一次历练。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt"> </SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">产经网</SPAN><SPAN lang=EN-US style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt">-</SPAN><SPAN style="FONT-SIZE: 12pt; COLOR: #666666; FONT-FAMILY: 楷体_GB2312; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial">中国工业报</SPAN></SPAN></P>
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