A Chinese enterprise "She Tunxiang" acquired the legendary story of the month to miserably.
Recently, BenQ announced that no investment is headquartered in Germany, BenQ Mobile, to the local court for bankruptcy protection, will be the future of 3,000 local workers pushed to the German government. Siemens reacted very strongly, at court.
Siemens can understand the anger, because both had love Rujiaosiqi. Last year in June, announced the acquisition over the world BenQ Siemens mobile phones, and Siemens is not only no money, it's actually a drain to the BenQ 250 million euros. Others is called the "Tuogu" Now "alone" is redundant when BenQ throw, how could the Germans do not furious?
This is not just an ambitious expansion into a wall - on the BenQ, its has vowed international, the results of the trip is hard to "European Tour", now back to the starting point, the brand image has been hit hard. Sabre-rattling on a number of Chinese enterprises to expand overseas, this is a vivid and heavy to observe lessons, enough to include their classic material.
First, the acquisition of the former too optimistic. Now how is no good excuse, certainly underestimate or misjudge the original BenQ Siemens mobile phone's "illness" is not enough to prevent the crisis that 250 million euros of the "dowry" is enough to settle everything. Obviously, BenQ overestimate their own digestion.
Second, too quick success. After winning bid, the company boasts the world's fourth, saying at the latest by the end of 2006 profit, and even boasted to the impact of Nokia and other giants of the market. However, apart from best to play the "German engineering", the market simply no new mobile phone models, Siemens mobile phone market share shrinking rapidly.
Third, cultural conflict. This is resulting in many common causes of failure of the international mergers and acquisitions. TCL and Alcatel joint venture after the abortion, but also highlights the differences between this country. Siemens and BenQ executives separately, they have their own values persist, efforts to become a constraint.
BenQ loss in one year up to 600 million euros of high price, so enthusiastic Chinese enterprises insight of what is international risk. Luxury "She Tunxiang" story is not can not happen, but first make sure that he is the python, who was eating a disease that can not physically huge like. BenQ horror walk away, then give us a final lesson, perhaps the positive - never afford to lose a war to fight, throwing 600 million euros White have a ton output capacity of the pull off.
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