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好时完成金丝猴首轮收购 中国巧克力市场被看好

Hershey Completes First Round of Acquisition of Golden Monkey, Chinese Chocolate Market Optimistic

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核心提示:在不少业内人士看来,对本土品牌进行收购的好时正在复制雀巢的收购模式,加码对中国市场的布局。目前外资巧克力商,无论是费列罗还是玛氏食品,都加大了对中国市场的布局。
去年12月宣布收购中国本土糖果企业上海金丝猴食品股份有限公司(以下简称金丝猴)的北美最大巧克力生产商好时(Hershey)日前公布了最新进展。

根据好时方面9月28日提供的信息,目前已完成对金丝猴80%股权的收购和交割。  

金丝猴创办人、董事长兼总经理赵启三向《每日新闻》记者表示,“目前公司的产品中,增速最大的是巧克力和休闲食品,在15%以上。”
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在不少业内人士看来,对本土品牌进行收购的好时正在复制雀巢的收购模式,加码对中国市场的布局。目前外资巧克力商,无论是费列罗还是玛氏食品,都加大了对中国市场的布局。

“此次战略性收购推进了我们国际化发展的进程。”好时国际部总裁博方索向《每日经济新闻》记者表示,好时将利用上海金丝猴公司的标志性品牌、多样化的产品系列以及销售力量来实现增长。  

在不少业内人士看来,收购金丝猴不仅使得好时有机会进一步深入中国市场,同时扩大产品品类。  

好时称,收购金丝猴后,中国市场有望在2015年底成为好时在全球的第二大市场,净销售额达到约5亿美元(以当前汇率计算),其中除了50%的巧克力产品外,30%为非巧克力糖果,其余20%为休闲食品。  

事实上,觊觎中国巧克力市场的不仅仅是好时一家。记者了解到,玛氏食品今年也在上海设立了亚洲第一家M&MS巧克力旗舰店,希望借助M&MS巧克力豆品牌来深耕中国市场。(中国进出口网整理编译)
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Last December, Hershey, North America's largest chocolate maker acquired a local candy companies in China - Shanghai Golden Monkey Food Co., Ltd. (hereinafter referred to as the golden monkey). Recently Hershey announced the latest developments of the acquisition.

In view of the information provided by Hershey on September 28, Hershey has completed the acquisition and delivery of 80% stake in the golden monkey.

Zhao Qisan, founder, chairman and general manager of Golden Monkey said to a reporter from "Daily News", "At present, among the company's products, chocolate and snack foods are selling best and their growth rate is 15 percent."

From many insiders’ point of view, Hershey copied Nestle acquisition mode, acquired the local brand and overweight on the Chinese market layout. At present, foreign chocolate manufacturers, either Ferrero or Mars Foods, have already laid emphasis on the Chinese market layout.

"This strategic acquisition promotes the process of our international development." Fang Suo, president of Hershey International said to a reporter from the "Daily Economic News", Hershey will make good use of Golden Monkey's iconic brand, diverse product series and the sales force to achieve growth.

In many insiders’ opinion, this purchase is a chance for Hershey to further penetrate Chinese market and expand product category.

Hershey said that after the acquisition of the golden monkey, the Chinese market would be expected by the end of 2015 to become Hershey’s second largest market in the world, with net sales of approximately $ 500 million (at current exchange rates), at which 50% was for chocolate products, 30% for non-chocolate candy, and the remaining 20 % for snack foods.

In fact, there is not only Hershey coveting Chinese chocolate market. Reporters learned that Mars Foods also established the first Asian M&MS chocolate flagship store in Shanghai this year. Mars hoped to develop China market by resorting to chocolate brand M&MS.
 
关键词: 中国巧克力市场

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