Primary Nurse- Multi-brand strategy loser.docVIP

 PAGE \* MERGEFORMAT 9 Primary Nurse: Multi-brand strategy loser No one is willing to put their ‘kids’ to sell, well-known cosmetic brand ‘Little Nurse’ old club Shenzhen Li Sida days of former president Lee Chi Tat also. A lot of media with the ‘mini nurse married into wealthy’ as the title for coverage of this issue. In fact, this ‘daughter’ re not coming back, leaving only 14 million RMB, the ‘cash gifts’. Since its inception in 1989, Li Sida has been a banner held high by the brand. Have it introduced the ‘enacted,’’state’s’’Old Blue’’side’’of small nurse song’ five brands. Where ‘small nurses’ by virtue of the unique ‘sun’ concept from the beginning 97 years, reached the top three skin care products, and almost maintained until the outcome of this pre-acquisition. ‘Little Nurse’ the owner of the Lee Chi Tat on the one hand claim that ‘the nurses and the entire company to sell a small long-term planning, but also on their life plans on’, on the other hand tell you that ‘will soon return to daily chemical industry’. Such a contradiction in terms, not so much a ‘strategic shift’ as it is ‘Qingfeideyi’. In 2000 when the heyday of the ‘Little Nurse’ nose to the L’Oreal takeover proposal, but since then its market share never rose too. And the first ‘Olay’ the gap has been two-fold from 2001 to the present six times backward, even and ‘Great Treasure’ is not in the same at a competitive level. The same time, more international brands ‘Avon’’L’Oreal’ rapid development in China, almost to ‘little nurse’ can not see the future. Selling may be the best choice now, the more the worse price later. Worrying about ‘Little Nurse’ for the future, we want to care about the Great Wall Li Sida lost causes. ‘Multi-brand’ Trap Almost all of the Japanese enterprise everybody wants to learn ‘Gamble’ and ‘L’Oreal’ multi-brand strategy. But the fact is that no one has succeeded. In 1999, relying on ‘Little Nurse’ Li Sida attempt to established a new brand ‘Blue Song’ to a