The acquisition of Shiseido was still in the preparatory stage, but the other party came to the door.

This company has been in the mainland market for more than 30 years and can be described as the first batch of foreign brands to enter the mainland market.

It was once a well-known brand that was all the rage, but in the 2011 annual financial report, Shiseido's Huaguo District became the world's largest market with a decline of 4.8%.

This dilemma is not much better now. Shiseido's just-released mid-fiscal 2012 financial results showed that while revenue in its home market increased by 7.8%, its performance in the Chinese market was barely flat.

Among them, the performance of the high-end line and the low-end line is very different. Sales in the luxury sector (including high-end brands such as Shiseido, NARS, CPB, IPSA) increased by 31%, while sales in the affordable cosmetics segment (including low- and mid-range brands such as Za, Urado and Pomei) fell by 25%.

What many people don't know is that Za, Opalai, Pomei, Ulai, and Tike are all brands under the Shiseido Group.

These brands are low-end product lines specially developed by Shiseido to expand the Chinese market, and they usually appear on supermarket shelves or cosmetics stores in small and medium-sized cities.

For these sub-brands, Shiseido intends to operate them independently in their respective channels and carry out "de-Shiseido", and only those imported brands will retain the "SHISEIDO" trademark.

The sales of these low-end brands are now declining, on the one hand, because the rise of local brands in China has intensified market competition, and on the other hand, it is also related to the overall consumption upgrade of the Chinese market.

Shiseido has also said that in the future, Congress in China will reduce investment in low-end channels such as supermarkets in first-tier cities and specialty stores in small and medium-sized cities.

Since they want to reduce low-end channels, they have paid attention to the relatively high-end channels of Watson's personal care chain.

In particular, Shiseido wants to officially and fully enter the United States shopping network and have its own brand area like Modu Jahwa.

How big the sales of Meigou are, people in the circle can see clearly. Originally, Modu Jahwa's share in the mainland market was not as good as Shiseido's, but since hugging the thighs of Meigou.com, sales have doubled directly last year, leaving Shiseido behind.

And now, Meigou not only has an online sales channel, but also acquired the largest offline chain channel, so Shiseido must hurry up and build a good relationship.

Because it was to talk about comprehensive cooperation, the representative of Shiseido directly interviewed Xu Jing, CEO of Meigo.com.

When Xu Jing received the call from the other party, she was still a little surprised, Meigo.com was about to buy this company, why did the other party come to the door.

After listening to the other party's intentions, Xu Jing pondered for a few seconds, smiled and agreed, she also wanted to meet with Shiseido's executives first to understand the other party's thoughts.

This time, I came to visit the United States to visit Shiseido executives.

Ichiro Oda, senior vice president of operations of the headquarters, and Takahara Tai, the general representative of Huaguo, came together.

Both of them are authentic island people, well-dressed, and when they meet, they bow deeply.

When talking about the merchants and commodities of the island countries, most people will think of the words "excellence", "ingenuity" and "integrity first".

Is that really the case? Maybe these advantages are there, but they are by no means comprehensive.

In recent years, it has been revealed that Kobe Steel is suspected of tampering with the testing data of copper and aluminum products, involving steel fraud such as Boeing aircraft and Shinkansen;

Mitsubishi Motors' fuel economy detection violates operations and beautifies emission levels;

Toshiba's financial fraud lasted for seven years and a series of other scandals.

Made in the island country seems to be on the way to the altar!

Even in history, the reputation of island businessmen is not good in the world, and in the eyes of Western businessmen, island businessmen are the most dishonest and easiest to tear up contracts.

Of course, Western businessmen are no better, except that one party wants to make a profit by contract fraud, and the other party is unwilling to suffer a loss and directly tears up the contract, which is equivalent to the nature of dog eat dog.

In contrast, in modern history, the reputation of Chinese merchants is the best. Even if they found out that they had been deceived by the other party after signing the contract, they would still perform the contract and would rather lose money directly than regret it.

However, this kind of quality is rare in modern times.

Is this progress or regression......

……

The purpose of Ichiro Oda and Tailai Takada is very simple, that is, they want to reach a strategic cooperation with Meigo.com, and fully enter Shiseido's brands in Meigo.com and offline chain stores.

For cooperation, Xu Jing will certainly not refuse.

Shiseido is a well-known cosmetics company in Asia, with many big brands, and there is a lack of such high-quality brands on Meigo.com and chain stores.

However, it's still too early to talk about cooperation, because Meigou is about to buy Shiseido, or at least to control the company.

Xu Jing had been authorized by Wang Ye, so after the other party asked for cooperation, she did not directly answer whether to cooperate or not, but said: "You two, have you considered further cooperation between Meigou and Shiseido?"

Oda Ichiro was stunned for a moment, they have all cooperated strategically, how can they go further.

"What does Mr. Xu mean?" he asked cautiously.

"Your company's private placement, Meigou controls Shiseido!" Xu Jing said cleanly.

"Hiss~" Oda Ichiro gasped.

Holding Shiseido?!

The ambition of this Meigou network is too big!

However, he also has to admit that the current Meigou does have this qualification, and also has the financial resources to control Shiseido.

With nearly $20 billion in hand, in addition to L'Oreal and Estee Lauder, the two major cosmetics giants, which cosmetics company they can't afford?

"This ...... This topic is really beyond my purview, and I have no way to answer you. Oda Ichiro replied with a wry smile.

"Of course, I know that when I mention this now, I hope that Mr. Oda will report this matter to the board of directors of your company when he returns, and if he can, we will re-represent the two companies and sit down to formally discuss this matter. Xu Jing said with a smile.

The stakes were so high that Oda Ichiro had to immediately return to the island nation's headquarters and report to the board of directors.

Shiseido, also known as Shiseido, is a well-known cosmetics brand company in the island of Toei.

Its name is derived from the Chinese "I Ching" "Zhizai Kun Yuan, Ten Thousand Material Living", and Shiseido means to nurture new life and create new value.

"Zhizai Kun Yuan, Ten Thousand Material Beings" means "to praise the virtues of the earth, she has nurtured new life and created new value." The name is a reflection of Shiseido's corporate image, which combines Eastern aesthetics and consciousness with Western technology and business practices, combines advanced technology with traditional ideas, and interprets implicit Eastern culture with Western culture.

Shiseido is a brand of Shiseido Co., Ltd., which was founded in 1872. Hisaki Suekawa, the general manager and chairman of the board, has about 30,000 employees.

After listening to Oda Ichiro's report, Zou frowned, he is currently the major shareholder of Shiseido, and of course he didn't like it when he heard that Meigou wanted to seek a controlling stake in Shiseido.

However, businessmen, everything is based on profits, and Suegawa Hisayuki immediately began to think about the pros and cons of letting Meigou buy a stake in Shiseido.

The disadvantage is, of course, that the company's profits will be divided by Meigou.com, and it may even lose its controlling stake.

It is obvious that Shiseido can use the powerful online and offline channels of Meigou to thoroughly develop the Chinese market!

For Shiseido, the Chinese market is too important. It is difficult for Asian cosmetics brands to gain a large market share in Europe and the United States, because there are too many well-known brands in Europe and the United States.

Moreover, these cosmetics companies in Asia are actually biased towards Asian skin, which means that they are more suitable for Asians.

As a result, Huaguo, as the largest country in Asia, has the largest population, and the consumption level has been increasing over the years, which is definitely a place for any international large company!

Although Shiseido has been in the Chinese market for many years, it has been doing tepidly and is in an embarrassing situation where its reputation is greater than its sales.

If you can hug the thighs of Meigou.com, you must have a qualitative leap in sales.

After thinking about it again, Suekawa thought of a good way, that is, the trick that Wang Ye played on the United States.com, "different rights of the same shares"!

Agree to the shareholding of Meigou.com, and even the share ratio accounts for the majority, but there is no right to vote and speak, and you can only receive dividends!

In this way, wouldn't it kill two birds with one stone. It can also maintain the control of the company, and can reach close cooperation with the strongest cosmetics sales channel at present to promote the sales of its own products.

Suekawa Kuyuki's plan, in the company's board of directors was successfully approved, they decided to give Meigou a private placement of 2.5 billion US dollars of shares, now Shiseido's market value is about 5 billion US dollars, then after the Meigou shares, the total market value will reach 7.5 billion US dollars, Meigou shares accounted for one-third, that is, 33%.

The voting weight of the private placement of shares is relatively low, but Meigou can send a representative to Shiseido to enter the board of directors of Shiseido.

Shiseido came up with this plan, no matter how you look at it, they took a big advantage. Meigou needs to pay a huge amount of $2.5 billion, and the shares it gets only have the right to dividends, and it has no say in Shiseido.

As for Shiseido, although the proportion of the shares of the existing shareholders has been diluted, the company has received a large amount of cash, and will have an extremely high-quality sales channel, and future sales can be expected to have a big increase!

The plan was delivered to Meigou.com, and Xu Jing was very dissatisfied after reading it, she felt that these Dongying Island people were really cunning.

This is obviously just to take advantage of the advantage and don't want to pay, how can there be a major shareholder who accounts for one-third of the shares has no say in the company, which is unreasonable.

In Wang Ye's office, Xu Jing complained all the time, but Wang Ye was unmoved.

After carefully reading the private placement plan sent by Shiseido, he nodded with satisfaction and said, "Promise them!"