Six Hundred and Sixty-Three: Two Major Companies that Are Anxious

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 new Mandala product launch conference.

After reading it, the CEO pressed pause, then crossed his hands on the conference table and looked at the two rows of backbone managers of the company's departments.

Asked: "What do you want to say? I feel that Mandala's new product is a serious threat to our market."

At this time, the director of the project said: "President, I think it may not be as magical as what I saw in the video. First of all, the process they asked people to personally test can be post-processed and then broadcast. Maybe this is not a live broadcast at all, but It’s already been recorded, maybe the effect isn’t that good at all.”

CEO: “What if it’s true?”

Before the planning director spoke, the representative of the R&D department said: "If these effects are true, then the blow to us will be fatal, but there is no need to worry. Maybe they are taking a high-end route, which will not 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 brands. Director of marketing planning, please tell us."

The marketing director said seriously: "If this is true for Mandala's products, we must first wait for their quotation. If the price is similar to ours, we may face the situation of adjusting and lowering the prices of all products. Otherwise, we will not be able to compete with Mandala." New products will be squeezed.”

The person in charge of the R&D department said: "I think it is unnecessary to worry now. First of all, the product Mandala has not been released yet, and we don't know how effective it is. Even if their effects are really good, their product positioning may not give us any benefit. Space. We also have whitening cream, moisturizer and other popular products that do not conflict with them and will not be affected."

CEO: “But there will still be an impact on the stock market, right?”

Everyone nodded: "That's for sure, but the impact is not expected to be too big. Let's wait until the new product Mandala is mass-produced or priced."

at the same time.

France, Lancome headquarters.

At this time, all the company's top executives were in a meeting. A marketing director hurriedly knocked on the door and rushed into the meeting room and said breathlessly: "President, take a look at the video of Mandala's press conference."

"What's wrong? You just rushed in like that. Where are the basic courtesy of people?"

"You'd better watch the video. The new product released by Mandala Studio is skin care cosmetics! It may be a direct competitor to our only small black bottle that focuses on 'gene cells'."

The president and other senior executives were confused. 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 Mandala Studio press conference.

In the picture, there are clearly the on-site application processes of three different skins.

After watching it, a senior executive blurted out and asked: "Is this video real? Are you sure it's not a prank created by special effects?"

“It’s the source of the video on the official website of Mandala Studio. It’s unmistakable.” The marketing director said: “Skin repair has completely pushed the skin care industry ahead for at least several decades! At least for the gene cell technology of our little black bottle, I was completely blown away!"

Needless to say, all the senior officials present knew the seriousness of the matter, and all of them had solemn faces.

"Isn't this true? How can there be such black technology for skin repair in the world? The video must have special effects. I don't believe their products are so good and so outrageous."

Marketing Director: "I would like to remind everyone that Datura has previously developed anti-cancer drugs. A 20 ml bottle once sold for a sky-high price of 3 billion US dollars, which is enough to prove that they have outstanding breakthrough technology in the field of biological cell technology. , this time they specialize in the field of biological cell skin care, and it is not surprising that their technology makes products more perfect than ours."

At this time, a director asked in confusion: "President Peggy, why didn't you acquire Datura when you knew they had technology in the field of biological cells?"

Other directors also expressed a little anger, and they were more or less suspicious: "Yeah, what do the market research and venture capital departments do? If we eat Datura, it will be enough to shake off the old rival Estee Lauder and secure the leading position in the cosmetics industry. "

The president gave a wry smile: "We contacted them during their anti-cancer drug research and development auction, and even asked Wall Street venture capital firms to inquire. However, several directors, I think it's not that the company doesn't want to acquire it, but that it has no money. "

"No money?" Several directors frowned after hearing this: "Is Mandala Studio listed on the market?"

President: "That's not true."

Director: "Since it is not listed, all quotations are determined by us."

The president shook his head: "We have not met the person in charge of Mandala, but we have heard from Wall Street that someone once offered 5 billion U.S. dollars to acquire 10% of Mandala's shares, but Mandala rejected it. The wholly-owned acquisition There is also a proposal, with a bid of 35 billion! It was also rejected by Mandala. Under this premise, if you want to completely acquire Mandala, you will probably need to come up with a quotation budget of at least 60 billion US dollars. The market value of our entire L'Oreal Group is less than 100 billion. , it is very risky to spend 60 billion for mergers and acquisitions at once, and I am afraid that all the leaders will not agree to this acquisition plan. This will dilute the company's shares by at least 65%. Which shareholder is willing to sacrifice to dilute his own equity?"

The directors in the audience were silent.

"Is there such a high price for Mandala?"

The CEO gave a wry smile: "They developed two bottles of anti-cancer drugs in five years. One bottle is worth 3 billion. What if they develop five bottles in the next five years? The revenue will be terrifying, so Wall Street is very optimistic about Datura. In the future, think of it as the Apple of the medical world, and it may aspire to represent global pharmaceutical companies and enter the top 10 list of world market capitalization."

The shareholders stopped talking.

At this time, the marketing director who continued to understand this matter looked at the mobile phone headlines and said: "Everyone, five minutes ago, Mandala Studio has made a quotation. This time their product is named 'Resurrection Series' points There are three levels, a 50ml gold bottle costs US$1,299; a 50ml platinum bottle costs US$29,888; and a 10ml diamond bottle costs US$68,888!”

Upon hearing this offer, all the directors present breathed a sigh of relief.

Not only them, but also Estee Lauder of America breathed a sigh of relief.

It seems that Mandala plans to take the high-end route, and the price is more than ten or twenty times theirs. This way the competitiveness is not at the same level, which can reduce a lot of their losses.

"Why are the prices of gold, platinum and diamond so high?" a director asked curiously.

"It may have something to do with the effect and the course of treatment. The written information says that the gold bottle requires a three-month course of treatment. One gold bottle can only be used for half a month. According to the three-month course of treatment to be effective, it must be at least 6 bottles of gold. bottle, which is equivalent to a cost of 7,700 US dollars; the 50 ml platinum bottle is effective after 1 month of treatment; as for the diamond bottle, the instructions say that it will be erased and effective in three days. So the price is nearly 70,000 US dollars. I think if this is true, it is expected that our high-end The market for wealthy people will be taken away."

Both companies expressed headaches.