Cotti Expanded The Chinese Market &Nbsp By TJOY; TJOY Had Difficulty In Settling Snow.

Local daily chemical brand TJOY After being bought by French perfume giant Cody group (Cody) for more than 4 months, facing the industry, TJOY may become another foreign takeover. refrigerate "National brand concerns," the two sides made a public announcement on the above concerns in a joint interview.

Although TJOY founder Zhuang Wenyang has insisted that "snow hidden" will not happen on TJOY. But the reality is that TJOY, which wants to improve TJOY's global market resources and experience, is not in Cotti's China plan this year. It has now become Zhuang Wenyang of CEO Cotti, China's mass product division. The main task of Cotti this year is to win Cotti's Adidas in China. Perfume And Rui mystery color makeup into TJOY's channel.

　　 The primary and secondary points between Cotti and TJOY

TJOY, one of the few remaining brands in the local daily chemical brand, has many categories such as facial cleanser, skin care, sun protection, men's products, and surface film. At the beginning of last year, it was reported by Taiwan media that it was ready to go to Taiwan to be listed, and it was listed as soon as possible at the end of 2010. Unexpectedly, in December last year, TJOY and Cotti reached a strategic agreement to sell most of their shares to Cotti.

"TJOY did have a listing plan before," Zhuang Wenyang said. "But after Cody's proposal, considering that TJOY needs the resources and experience of the global market to help improve, we have the current marriage."

For the fear of being "hidden", Zhuang Wenyang said: "I firmly believe that" snow hidden "will not happen on TJOY. TJOY's advantage is not European and American brands can be touched in the short term. The brand superiority of Europe and the United States is not a touch of national brands such as TJOY.

However, Bernd Beetz is cautious about this: "we can not guarantee what we will do. We just say that both sides have a good foundation and have a keen, cool understanding and understanding of the advantages of both sides. On the basis of this, we should combine the advantages of both sides, and there is a great chance of success."

Zhuang Wenyang's expectation after the merger is that TJOY can turn Cotti from a Chinese brand to a regional brand, and even a global brand. Cotti also has this commitment. But when it comes to specific plans, Zhuang Wenyang said: "after all, people are holding shares. Judging from the rules, sales and market orientation of the industry, from the domestic and international cases, there should be a primary and secondary division." The fact that Cody did not include TJOY's overseas plan in this year's development task has shown the difference between the two sides.

According to Renato Semerari, President of the public products Department of Coty group, TJOY's advantages lie in brand awareness, excellent products and management team, especially the depth and breadth of distribution. But before that, L'OREAL, who had the same experience in multinational management, bought the small nurses well in China, who also had the advantage of distributing small nurses. But at the moment, the result is not as good as originally expected.

Gu Jun, Deputy Secretary General of makeup and washing products branch of China general merchandise Association, told reporters that the situation of TJOY is different from that of small nurses. At first, the small nurse transferred all the shares to L'OREAL. But the original shareholders of TJOY still hold about 40% of the shares. I believe TJOY's team still wants to make this brand stronger and bigger, instead of exchanging direct benefits. But the problem is that even after being acquired, confidence is not enough to have enough power to speak.

　　 Expanding the Chinese market with TJOY?

Compared with competitors such as L'OREAL, Estee Lauder, etc., the development of Cotti market in China is rather slow. Its popular products have only entered into China by Adidas perfume and Rui riddle make-up. Although high-grade brands have entered some brands such as LAN Jia Ting, the total sales in China account for little of Cotti's global market share.

L'OREAL sold 9 billion 85 million yuan in China last year, and China is already the third largest market in the world. Estee Lauder sold only 65 million 580 thousand yuan a year in the department store of Wangfujing in Chengdu (39.55,0.22,0.56%) last year, creating the first myth of the global sales volume of the brand.

Seeing that competitors' products are selling like hot cakes in China, Renato Semerari is impatient: "from the market area, we will focus on Asia in the future." It is understood that the largest contribution of Coty sales was in North and South America and Eastern Europe, and Western markets accounted for 90% of Cody's share.

Renato Semerari admits that the Chinese market itself is very challenging, and its competitors are also very strong. Cotti now has great difficulties in pushing the Chinese market. "This is why we are looking for cooperation between Chinese companies such as TJOY."

"TJOY has about 7000 sales representatives and Cosmetology consultants in the whole country. I believe that Cotti's perfume and make-up can also sell well in this channel." Cody Group Asia Vice President David Ennes said.

In addition to the channel, Renato Semerari said the acquisition of TJOY is a step to complement Coty's skin care products. According to him, Cotti's make-up products ranked second in the public positioning products, second only to L'OREAL. In the perfume industry, Cotti has long been the world's largest producer. "If we want to become a leading company in the beauty care products industry, we already have two yuan in place. What is missing is skin care products. TJOY will be a good complement to Cody's skin care business. "