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飛鶴收購(gòu)艾倍特 一場(chǎng)虛假的新聞炒作

出處：媽媽育兒網(wǎng)日期：2014-04-01 12:20:14編輯：Chen

 2月17日消息，1月中旬，飛鶴收購(gòu)艾倍特揭開(kāi)了2014年中國(guó)乳業(yè)全面整合洗牌的大幕。但如果當(dāng)你得知這場(chǎng)意義重大的收購(gòu)事件不過(guò)是一場(chǎng)虛假的新聞炒作，你該作何感想？試想如果艾倍特與飛鶴本屬同根，那么這場(chǎng)華麗麗的大戲是唱給誰(shuí)看的呢？

欲辨真?zhèn)?，該不該?ldquo;照妖鏡”？

2014年1月14日通過(guò)媒體報(bào)道稱(chēng)，飛鶴乳業(yè)有關(guān)負(fù)責(zé)人在北京透露，飛鶴已經(jīng)和吉林艾倍特乳業(yè)達(dá)成收購(gòu)協(xié)議，將對(duì)該乳業(yè)進(jìn)行全面收購(gòu)。

然而，在艾倍特被收購(gòu)之前，就有網(wǎng)友表明：“艾倍特隸屬飛鶴，是飛鶴集團(tuán)旗下的子公司”。就此，親貝網(wǎng)在網(wǎng)上搜索吉林艾倍特相關(guān)信息，在其公司簡(jiǎn)介中赫然發(fā)現(xiàn)“吉林艾倍特乳業(yè)有限公司始建于2008年4月，艾倍特加工項(xiàng)目坐落在鎮(zhèn)賚工業(yè)集中區(qū)，由黑龍江飛鶴乳業(yè)有限公司組織建設(shè)”等字樣。

搜索還發(fā)現(xiàn)，一名為“張麗蔓”的網(wǎng)友2013年5月22日發(fā)表一條評(píng)論時(shí)稱(chēng)：“我打過(guò)飛鶴的400電話(huà)，還有前臺(tái)，他們都確認(rèn)艾倍特是飛鶴的子公司，做的是專(zhuān)供孕嬰店的奶粉。所以才敢給孩子喝。”

假意收購(gòu)到底是“逗誰(shuí)玩”呢？

據(jù)統(tǒng)計(jì)，中國(guó)進(jìn)口奶粉的市場(chǎng)份額已經(jīng)高達(dá)60%~70%，消費(fèi)者對(duì)進(jìn)口奶粉的盲目崇拜也直接加劇了二線(xiàn)企業(yè)的生存危機(jī)。飛鶴的主要影響力在東北部地區(qū)，由此來(lái)看，它還是一個(gè)區(qū)域性的品牌。此外，飛鶴的營(yíng)銷(xiāo)策略依舊單一，近幾年的市場(chǎng)并沒(méi)有多大成長(zhǎng)。市場(chǎng)的急劇變化，致使冷友斌的擴(kuò)張比其他乳粉企業(yè)慢了不止一步，這一著之失曾讓飛鶴一度在逆風(fēng)中前行。

2013年6月，飛鶴國(guó)際在美國(guó)退市，一時(shí)引起業(yè)界關(guān)注，行業(yè)分析師簡(jiǎn)愛(ài)華曾表示，“飛鶴國(guó)際從美退市后不排除私有化之后飛鶴引進(jìn)新的戰(zhàn)略投資者“從頭再來(lái)”的可能，事實(shí)上當(dāng)前我國(guó)對(duì)優(yōu)質(zhì)乳粉企業(yè)的扶持為其創(chuàng)造了發(fā)展機(jī)會(huì)。”

業(yè)界普遍認(rèn)為，國(guó)家鼓勵(lì)奶粉行業(yè)兼并重組的信號(hào)，已經(jīng)充分釋放出來(lái)。新版奶粉生產(chǎn)審查細(xì)則的正式頒布是新一輪并購(gòu)的直接推動(dòng)力，隨著審查截止日期的日益臨近，未來(lái)更多的乳企要么并購(gòu)要么就得關(guān)門(mén)。

現(xiàn)階段，中國(guó)乳業(yè)正飛速駛?cè)氘a(chǎn)業(yè)整合的大周期中。在整合的大環(huán)境趨勢(shì)下，乳品行業(yè)即將遭遇的是拐點(diǎn)還是機(jī)會(huì)，將由市場(chǎng)來(lái)定奪，而企業(yè)在這期間的自我調(diào)試，則成為市場(chǎng)檢驗(yàn)的內(nèi)容之一。

業(yè)界人士稱(chēng)，飛鶴收購(gòu)艾倍特是2014年我國(guó)乳制品行業(yè)首樁并購(gòu)案，在中國(guó)乳業(yè)飛速駛?cè)氘a(chǎn)業(yè)整合的大背景下，這樁并購(gòu)案拉開(kāi)了2014年我國(guó)乳制品行業(yè)兼并重組的序幕。承載了如此重大意義的收購(gòu)如果只是一場(chǎng)蓄謀的新聞炒作，那么這場(chǎng)華麗麗的大戲究竟是唱給誰(shuí)看的呢？?jī)?nèi)容來(lái)源https://www.ce.cn/cysc/sp/info/201402/17/t20140217_2315635.shtml

本文由媽媽育兒網(wǎng)（http://hhperfumes.com/）小編摘自于中國(guó)財(cái)經(jīng)

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