In the past, CCTV "benchmarking king", hidden in 10 years, came out again

Recently, the Sanyuan Co., Ltd. issued an announcement saying that it won 40%of the equity of Hunan Prince Milk for 70.54 million yuan. Calculating 60%of the earlier equity, Hunan Prince will become a wholly -owned subsidiary of Sanyuan.

(Figure: Screenshot of Sanyuan Food Co., Ltd.)

The announcement is not long, but the market "onlookers" are crowded. Kan Caijun can't help but curious: Is this wave of operations hopeful?

Can you still go back to the past

In this wave of operations, the Tao is unclear whether the Sanyuan shares picked up cheap or helpless.

Because Sanyuan shares bought a price of 40%of the princes with a market value of 125 million yuan for more than 70 million yuan, it was equivalent to 50%off.

(Figure: Screenshot of the same flowers)

It is puzzling that the three yuan shares have unintentional 40%of the equity. As early as July 8th, when Prince Milk's 40%equity was auctioned, the three yuan shares of the major shareholders of the prince said that they gave up the right to purchase priority and did not participate in the auction. In the end, the auction was shot because no one participated.

Now that this equity is settled, many people are looking forward to the "rebirth" of this brand, but some people bluntly say: "No matter how tossing, the prince will never return to the past."

Quite the legendary Shanghai

The Shanghai of the Prince's Milk is full of legends. It was a small factory in Zhuzhou City, but at the time of glory, the industry's "one brother" status could not be shaken. There were two most iconic events.

First, in 1997, the company won the "annual king" of CCTV food and beverage category for 8.888 million yuan. Although this huge amount is far beyond the total assets of Prince Milk at that time, this bold "breaking circle" has indeed become a crucial step for Prince Milk to rush out of Zhuzhou and move towards the country. At this point, the name of the prince's milk is noisy, and the development journey of "Golden Ten Years" has begun.

(Picture: The advertisement that Prince Milk was once put in, the popular traffic star Nicholas Tse and Twins endorsed their platforms.)

Second, in 2005, Prince Milk won the top ten influential brands in China. Purchase.

During the heyday, the popular traffic star Nicholas Tse and TWINS endorsed their platforms; the company's sales also reached more than 2 billion yuan. There were more than 7,000 distributors nationwide. base.

Standing in the air, the internationally renowned venture capital institutions flock to the end of it. Yuan Credit.

The sales of the market red fire, the darling of the capital market, the prince's milk ambition, and is committed to market giants such as super light, Illi, Mengniu and other market giants.

After the peak, turn straight down

After the pinnacle, it was not continuous highlights, but unexpectedly rolling down.

Foreign causes, in early 2008, affected by the southern ice disaster, "the raw materials cannot enter, the goods cannot be out"; the most affected fundamental is that the financial turmoil of the international market broke out, the bank's silver root tightened, the prince's milk encountered foreign bank debt, the capital chain inherited the capital chain, and the capital chain inherited. Press.

Although the "explosive thunder" directly caused the prince's milk to be broken, the capital chain caused by external causes is broken, but now it is not difficult to find the process of the prince's milk. Little risk hidden dangers.

(Picture: Official Website of Prince Milk Group)

After the incident moved, everyone couldn't help feeling: want to make them perish and let them crazy first.

In 2011, Prince Milk's bankruptcy was reorganized. The consortium of the Sanyuan shares and Xinhua Union will provide a total of 375 million yuan in debt repayment funds, obtaining 100%equity of Prince Milk and its corresponding available assets.

At this point, Sanyuan and Xinhua Lianhe held 60%and 40%of Prince Milk, respectively, and became the major shareholders and second shareholders of Prince Milk.

As for why the new owner's prince's milk has been changed, in the ten years of "recuperating", it has not restored the glory of the past. It is also difficult to develop for its development. It should be comprehensive reasons such as market, strategy, shareholder development, and historical grievances.

Data show that Prince Milk's net loss was 58.993 million yuan in 2021, and the net loss of 4.262 million yuan in the first quarter of 2022 was 4.262 million yuan.

Where does the prince milk go?

There are three ways to go: sold by Sanyuan shares again, or become an important production base and a market promotion platform for Sanyuan in the Central South China region. Of course, there is also the possibility of a brand re -war market.

(Figure: Screenshot of Sanyuan Food Co., Ltd.)

At the moment, I am afraid that no one can give a clear answer.

In the announcement, the Sanyuan shares simply stated that this investment is conducive to the future development of Hunan Prince Milk. Perhaps aware of the long road, Sanyuan also reminded investors to collect prince milk into the pocket, and may still face the risks caused by uncertain factors such as the market and operation. Determination and operation results are not as good as expected.

(The author Huang Lifei Hele is)

[Responsible editor: Lu Wei intern: Yang Shuwen]

[Source: Kancai]

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