Text: Shen Congshi
The statements in this article are based on reliable sources, and are repeated at the end of the article
With the gradual start of the name of "Made in China", the concept of Chinese supporting domestic products is getting stronger and stronger, and in the face of natural disasters and man-made disasters, it is always national brands and national entrepreneurs who are at the forefront, which is also moving.
But are the domestic brands we support really "Made in China"?
Or is it that although it is made in China, it is no longer controlled by Chinese, and all capital profits have flowed to foreigners?
Now there are five national brands, which used to be Chinese, but now they have been dismembered by foreign capital, and they actually lose hundreds of millions of yuan in assets every year!
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Arctic Ocean soda
Speaking of Arctic Ocean soda, it must be the childhood memories of the older generation, it was founded in 1936, earlier than most people were born, and the trademark "Arctic Ocean" was first registered in 1950.
The old-fashioned glass bottles, the cute and honest white bears, and the refreshing orange soda are the reasons why the Arctic Ocean was able to achieve an output value of more than 100 million yuan in the last century, and even a net profit of 10 million yuan.
At that time, in the beverage industry, few brands could compete with the Arctic Ocean, which was almost the dominant player in the soda industry, occupying the Chinese market, but in 1994, in order to adapt to the background of most companies seeking foreign investment cooperation at that time, the Arctic Ocean also took this step.
As it turned out, this decision was extremely wrong.
After the cooperation between Arctic Ocean and Pepsi, Pepsi quickly exposed its wolf ambitions, relied on the Arctic Ocean to get the Chinese market, and then began to engage in annexation and exclusion.
After the merger, the Arctic Ocean was rarely seen in the public eye, and even signed an overlord agreement that could not produce carbonated drinks for four years, and it was not until 2011 that it reappeared.
But where is the Arctic Ocean on the rivers and lakes?
Prince's milk
Prince Milk was a dark horse that came out at the end of the last century, occupying a large market share of dairy products at an astonishing speed, whether it was advertisements or posters, all everywhere, no one did not know this brand.
The founder Li Tuchun is quite business-minded, although he has just experienced a failure, but he has not been able to suppress his entrepreneurial heart, and soon excavated the track of dairy products and lactic acid bacteria, and took the lead in breaking out of the encirclement, and will soon be listed.
But at this juncture, Li Tuchun suffered enough blows to destroy the entire brand.
He signed a VAM agreement with three investment banks, saying that he would be able to go public within three years, but it ushered in the "Sanlu Incident" in 2008.
Although melamine is only the cause of a few black-hearted manufacturers, all dairy companies have faced this problem, losing the trust of customers, and it is difficult to maintain their glory, and Prince Milk is no exception.
What greeted Li Tuchun and the prince's milk was a series of difficulties, and the VAM agreement must have failed.
The help of the Zhuzhou municipal government also had ulterior motives, and Wen Dibo of Gaoke Dairy managed to promote the collapse of Prince Milk.
Not only was the brand's dream of listing shattered, but the brand was also unable to be saved, although the prince's milk case was later rehabilitated and Wen Dibo was also arrested, but Li Tuchun's injuries and the glory of the prince's milk could never come back.
Silver Heron Eight Treasure Porridge
In 1985, this smash hit eight-treasure porridge brand was born from a small workshop, and the founders were two brothers, Chen Qingshui and Chen Qingyuan.
At the beginning, Yinlu Babao porridge quickly occupied a large market share with sincerity and real materials, and many people were willing to buy their products, and soon their market value exceeded 10 billion.
But everything was ruined by the joint venture with Nestle, and at the beginning, the foreign joint venture was actually very popular with national brands.
With the support of foreign capital, the two sides can coexist for mutual benefit, but I didn't expect Nestle to suppress Yinlu.
Yinlu, which was originally developing on its own, was stirred up by Nestle, and soon became half-dead, and was later completely acquired by Nestle and became their most insignificant sub-brand.
Fortunately, Chen Qingshui didn't want to see such an ending, and in 2020, he bought Yinlu back!
Golden monkey toffee
If you want to talk about Golden Monkey Milk Candy, it is also the childhood memory of many people, it was founded in 1992, and soon shared the world with the White Rabbit and became one of the giants of the milk candy industry.
In the past, the golden snub-nosed monkey had a place in major supermarkets, with sales of more than one billion, but there was still a lack of power in the gradually developing market, which finally made them agree to be bought by foreign brands.
In 2014 and 2016, the Hershey brand in the United States completely acquired the golden monkey in two times, and a series of operations made the toffee taste also changed, and the staff also underwent a major change, which really lost its former meaning.
Even if the brand was finally bought back by a local company in China, the era has passed, and it is difficult for Golden Monkey Milk Candy to regain its glory back then, and it can be said that it is a brand destroyed by foreign capital.
Panda laundry detergent
This brand name sounds like a laundry detergent brand with a sense of age, and it used to be a well-known big brand, and there was a legend of Panda brand laundry detergent on the market more than 70 years ago.
This brand has been in the limelight for decades, until the rise of cooperation with foreign brands, Panda laundry detergent ranks among the top three in the domestic market.
But since cooperating with Procter & Gamble in the United States, Panda has fallen, not only controlling the whole in the hands of Procter & Gamble, commanded by them, but also raising the price of Panda and reducing the market competitiveness of Panda.
All this is for Procter & Gamble's "out" Tide and Bilang to enter the Chinese market.
The fame of stepping on Panda laundry detergent has opened up the market in China, but Panda has never been able to make progress and has gradually been eliminated by the times.
Up to now, it has rarely heard news about this brand, and it has completely become the "tears of the times".
epilogue
These national brands often represent the pinnacle of that era in their category field, but for various reasons, they finally had to cooperate with foreign brands, and finally were used as a springboard and ruthlessly harmed.
At the same time, I also hope that everyone who is patriotic and willing to support domestic products can distinguish between right and wrong and support the real national brand!
Today's brands have never been able to create the miracle of the last century, although some still exist, but have been pressed by foreign brands or domestic emerging brands, which can be described as a wrong step, a wrong step.
Among them, there are also brands who have made the wrong decision, joining hands with foreigners to dismember local brands, allowing those foreign ones to break into the market, and even some are counterfeiting domestic brands.
If you have any opinions and opinions on this matter, please leave a message in the comment area to discuss.
Resources:
[Beijing News] - "Arctic Ocean is included in listed companies, or it will take advantage of the opportunity for development"
[China Business News] - "Nestle plans to sell the core business of Yinlu, where will the former "beverage dark horse" go?"
[China Economic Times] - "Prince Milk Restructuring Problem"
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