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At the beginning of 2006, Guangdong Libai Group won 23 independent trademarks of the former Chongqing Aoni Enterprise, including Centennial Runfa, with a bid of 310 million yuan. Then he was told that Hong Kong Aoni Group held the exclusive brand right of Runfa for 25 years. Just as Guangdong Libai and Hong Kong Aoni were preparing to file a lawsuit for the exclusive right to use a trademark for 25 years, in 2006, 1655. As the old enemy of Guangdong Libai Group, Zhejiang Naes Group broke out halfway and acquired three companies including Hong Kong Aoni in one fell swoop. We have the exclusive right to use or own three brands of "Hundred Years Runfa", "Oni" and "Sias" and 83 trademarks, and are ready to enter the domestic competitive shampoo market.
As early as 1990s, Zhejiang Naes Group started to dominate the market in the field of soap and washing powder with the advertising slogan of "only choose the right ones, not the expensive ones". However, after 65,438+00 years' rapid development, Naes already has business fields involving household cleaning, fabric care, oral care and so on. Its overall market performance is really mediocre, and it has been difficult to get rid of "soap". How to upgrade from the world's largest soap manufacturer to the world's largest daily chemical manufacturer, how to go out to sea by boat, and accelerate the realization of their "big nai" goals and dreams through corporate mergers and acquisitions and brand acquisitions. Therefore, for a long time, the decision makers of Zhejiang Naes Group have been paying close attention and thinking deeply.
In contrast, the well-known local brands of daily chemical for many years-Aoni, Bainian Runfa and Sias, have experienced many twists and turns due to brand exclusivity and management relationship, but the product brands have not been affected. Until the end of 2004, Hong Kong Aoni took over the national market business of Chongqing Aoni, and the national market sales still had a market scale of 200 million yuan.
Just as Guangdong Libai Group found that the trademark bid of RMB 3,654,380+was "cheated" and was fighting with Chongqing Aoni Court, at the end of 2006, Zhejiang Naes Group wholly acquired Hong Kong Aoni, saying that the acquisition was only based on intellectual property rights.