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1998年7月,深圳市益力矿泉水股份有限公司与欧洲同业劲旅——达能公司签订半世纪盟约,深益力同时以近1亿元人民币将持有的“益力”等20多个商标品牌转让给合资公司。合作协议开始履行后,深益力将不能在任何地方继续使用包括“益力”在内的原有商标品牌。这个合资,真是让明眼人忧心忡忡。作为一名“益力”矿泉水的忠实用户,却只能眼睁睁地看着这出“合资悲剧”的上演。怀着悲愤的心情撰写本文,就是希望此类悲剧不要再上演了,因为,往事已经不堪回首。1995年神州和德国博世公司合资,神州出让了60%的股份,虽然神州没有卖掉牌子,但合资后广告投放锐减,产品市场占有量大跌,品牌价值随之江河日下。而玉环则更彻底,不但卖掉了80%的股份,还把牌子一同
In July 1998, Shenzhen Yili Mineral Water Co., Ltd. signed a half-century covenant with Danone, a European peer company, and more than 20 “Yili” which will be held by Shen Yili at the same time with nearly 100 million yuan. Trademark brand is transferred to a joint venture company. After the commencement of the cooperation agreement, SKB will no longer be able to use the original brand name including “Yi Li” anywhere. This joint venture really discredited people. As a loyal user of the “Yili” mineral water, he could only watch the production of the “Joint Venture tragedy”. Writing this article with grief and indignation, it is hoped that such tragedies will not be staged any longer, because the past has been unbearable. In 1995, China and Germany Bosch Co., Ltd. joint venture, Shenzhou sold 60% of the shares, although China did not sell the brand, but the joint venture dropped sharply after the joint venture, the market share of the product plummeted, the brand value will follow. Yuhuan is even more thorough. It not only sells 80% of the shares, but also puts the brand together.