America.
Estee Lauder headquarters.
Several marketing directors and CEOs were sitting in the conference room of the headquarters company. At this time, they opened and watched a video about the content of the new product launch of Datura.
After reading it, the CEO pressed pause, then crossed his hands on the conference table, and looked at the two rows of key managers of various departments of the company.
Asked: "What do you want to say? I feel that the new Datura product seriously threatens our market."
At this time, the director of the planning project said: "President, I don't think there may be such a miracle seen in the video. First, they can post-process the inspection process and then broadcast it. Maybe this is not a live broadcast at all. It is a live broadcast." It’s been recorded, maybe it’s not that good at all.”
CEO: "What if it's true?"
Before the planning director could speak, the representative of the research department said: "If these effects are real, then it will be a fatal blow to us, but don't worry too much, maybe they are taking a high-end route, so they won't squeeze us at all. market."
CEO: "Do you think we are low-end? Our product pricing is among the top three in the world's cosmetics industry, and it is already among the top luxury prices. Director of marketing, tell me."
The marketing director said seriously: "If this Datura product is really like this, we have to wait for their quotation first. If the price is similar to ours, we may face the situation of adjusting and lowering the price of all products, otherwise we will face the situation of Datura. New products will be squeezed."
The person in charge of the research department said: "I think it's unnecessary to worry about it now. Firstly, the product Mandala has not been released yet, so I don't know how effective it is. Even if their effect is really good, their product positioning may not give us a little bit. Space. We also have whitening cream, moisturizing and other hot-selling products that do not conflict with them and will not be affected.”
CEO: "But the stock market will still have an impact, right?"
Everyone nodded: "That's for sure, but the impact is not expected to be too great. Let's wait until the new product Mandala is mass-produced or priced."
at the same time.
France, Lancôme headquarters.
At this time, all the senior executives of the company were having a meeting. A marketing director hurriedly knocked on the door and rushed into the conference room, panting, and said, "President, watch the video of the Mandala cloth meeting."
"What's the matter? You rushed in like this, where did the basic manners go?"
"You'd better watch the video and talk about it. The new product released by Mandala Studio is skin care cosmetics! It may be a direct rival to our only small black bottle that focuses on 'gene cells'."
The president and other high-level executives were puzzled. At this time, the marketing director quickly connected the Bluetooth of the projection device with his mobile phone, and then started a video of the press conference of the Mandala studio.
In the picture, there are clearly the on-site use process of three different skins.
After watching it, a high-level executive blurted out and asked, "Is this video real? Are you sure it's not a prank made by special effects?"
"It's the source of the video on the official website of Mandala Studio. It can't be wrong." The marketing director said: "Skin repair, this has completely pushed the skin care industry ahead for at least decades! At least for the gene cell technology of our little black bottle, It was completely blown up!"
He needless to say that all the senior executives present knew the seriousness of the matter, and all of them had solemn faces.
"Isn't this true? How could there be this kind of black technology in the world to repair skin? It must be the special effects of the video. I don't believe their products are so good and so against the sky."
Marketing Director: "Let me remind everyone that Datura has developed anti-cancer drugs before, and a bottle of 20 ml has been sold for a sky-high price of 3 billion US dollars, which is enough to show that they have outstanding breakthrough technologies in the field of biological cell technology , this time they specialize in the field of biological cell skin care, it is not surprising that their technology makes products that are more perfect than ours."
At this time, a director asked wonderingly: "President Peggy, why didn't they acquire Datura when they knew they had technology in the field of biological cells?"
Other directors also expressed a little anger, somewhat suspected of being an afterthought: "Yes, what is the market research and venture capital department doing? If we eat Datura, it will be enough to shake off our old rival Estee Lauder and secure the leading position in the cosmetics industry. "
The president smiled wryly: "We had contacted them during the auction of their anti-cancer pharmaceutical research and development, and even asked Wall Street's venture capital firms to inquire about them, but for the directors, I think it's not that the company doesn't want to acquire them, but because they don't have the money. "
"No money?" Several directors frowned: "Is Mandala Studio listed?"
President: "That's not true."
Director: "Since it is not listed, all quotations are up to us to decide."
The president shook his head: "We haven't seen the person in charge of Mandala, but we have assessed and inquired on Wall Street that someone once offered 5 billion US dollars to acquire 10% of Mandala's shares, but was rejected by Mandala. The wholly-owned acquisition There is also a proposal, the bid is 35 billion! It was also rejected by Mandala. Under this premise, if you want to completely acquire Mandala, I am afraid that you need to come up with a quotation budget of at least 6 billion US dollars, and the market value of our entire L'Oreal Group is less than 100 billion. It is very risky to use 6 billion yuan for mergers and acquisitions at once. I am afraid that you will not agree to this acquisition plan if you are sensible. This will at least dilute the company's shares by 65%. Which shareholder is willing to sacrifice to dilute his own equity?"
The group of directors in the audience fell silent.
"Dala has such a high offer?"
The president smiled wryly: "They have developed two bottles of anti-cancer drugs in 5 years, and one bottle is worth 3 billion. What if they develop 5 bottles in the next five years? The revenue will be terrifying, so Wall Street is very optimistic about Datura In the future, consider it as the Apple of the medical industry, and it may become the top 10 list representing global pharmaceutical companies in terms of market capitalization in the world.”
Those shareholders stopped talking.
At this time, the marketing director who continued to understand the matter looked at the headlines on the mobile phone and said: "Everyone, five minutes ago, Mandala Studio had already made an offer, and this time their product was named 'Resurrection Series'. Three levels, gold bottle 5oml $1299; platinum bottle 5oml $29888; diamond bottle 1oml $68888!"
Hearing this quotation, all the directors at the scene breathed a sigh of relief.
Not only them, but also Estee Lauder of America breathed a sigh of relief.
It seems that Datura is planning to take the high-end route, and the price is more than ten or twenty times their price. This way, the competitiveness is not at the same level, and it still reduces a lot of their losses.
"Why are the three grades of gold, platinum, and diamonds so expensive?" Some directors asked curiously.
"It has something to do with the effect and the course of treatment. The written information says that the gold bottle needs a three-month course of treatment, and a bottle of gold can only be used for half a month. According to the effective three-month course of treatment, there must be at least six bottles of gold. bottle, which is equivalent to a cost of 7700 US dollars; a platinum bottle of 50 ml is effective for a one-month course of treatment; as for the diamond bottle, the instructions say that it will be wiped off in three days. Therefore, the price is nearly 70,000 US dollars. I think if this is the case, it is expected that our high-end The market for the wealthy group will be seized.”
Both companies reported headaches.
(end of this chapter)