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丁家宜停售的消息一定引起不少人的震惊—这个小有名气的本土品牌,曾经是中国防晒乳液市场的领头羊,2010年被全球头号香水制造商—法国科蒂集团用4亿美元收购,意欲借此开拓中国市场。然而仅仅过了3年多时间,科蒂集团便决定停售“丁家宜”系列产品。科蒂集团之所以做出这个决定,因为丁家宜市场的巨额亏损拖累了集团整体业绩。令人不解的是,为何这样一个声势迅猛的品牌,被外资收购短短三年,便落得如此下场?
Ding Jiayi the news of the sale must have caused many people to shock - this little famous local brand, was the leader in China sunscreen lotion market in 2010 by the world’s number one perfume manufacturer - the French Coti Group acquired with 400 million US dollars, Intends to exploit the Chinese market. However, just over 3 years later, Coty decided to stop selling “Ding Jiayi” series of products. The reason why Coty Group made this decision was because the huge losses in the Ding Jiayi market dragged down the overall performance of the group. What is puzzling is why such a fast-moving brand was acquired by foreign investors in just three years, so come to an end?