Original title: Tianqi toothpaste had a reserve price of 163 million. The factory and trademark were auctioned, requiring bidders to continue to produce toothpaste
Tianqi toothpaste was sold 163 million times by auction factories and brands
Because of the auction of trademarks and production plants, Tianqi toothpaste, which has been silent in the market for many years, once again attracted the attention of the outside world.
Guangxi aoqili Co., Ltd. (hereinafter referred to as "Guangxi aoqili"), the parent company of Tianqi toothpaste, auctioned the company's real estate, production equipment and 'Tianqi trademark' at the starting price of 163 million yuan, with an increase of 1 million yuan. At present, 0 people have signed up for the auction and 69 people have set reminders.
According to the auction information, the target disposal unit is the intermediate people's Court of Wuzhou City, Guangxi Zhuang Autonomous Region. According to the auction announcement, the court will, from 10:00 a.m. on June 11, 2019 to 10:00 a.m. on June 12, 2019 (except for the delayed ones), on the Taobao online judicial auction platform, the land use right located at No. 1, park 1st Road, Wuzhou City, owned by Guangxi aoqili Co., Ltd., the land use right of Wuzhou Wangfu export-oriented industrial park A7 and A8, and the houses on the ground Buildings, production equipment (toothpaste, wet wipes) and 57 trademarks of 'Tianqi' were auctioned online.
Guangxi aoqili Co., Ltd., a subsidiary of aoqili group, mainly produces Tianqi toothpaste. According to public data, aoqili group was founded in 1945 and has now formed a large daily chemical enterprise group jointly established by dozens of enterprises such as Guangxi aoqili Co., Ltd., Jurong aoqili Daily Chemical Co., Ltd. and Dandong Kangzhiling toothpaste Co., Ltd. with the general marketing and management department in Guangzhou.
The relevant staff of Wuzhou intermediate people's court told the interface news that Guangxi aoqili currently 'owed money' and was applied for enforcement by creditors, so it sold assets to pay off its debts. The court did not disclose the identity of specific creditors.
The interface news searched the company's historical legal proceedings on tianyancha and found that since 2019, there have been many loan contract disputes between Guangxi aoqili and Wuzhou urban rural credit cooperative association, Guangxi small and medium-sized enterprise financing guarantee Co., Ltd., Nanning Jintong microfinance Co., Ltd. and Wuzhou branch of Agricultural Bank of China, And the company is a dishonest company publicized by the Supreme People's court.
It is worth noting that although the applicant for execution of the auction disposed of the core assets of Guangxi aoqili through judicial auction, the bidder was not allowed to give up the production of 'Tianqi' toothpaste.
The auction announcement puts forward requirements on the qualification of bidders and the production after the auction, indicating that bidders must be among the top 20 in the toothpaste production industry in China or have cooperative relations with leading enterprises in the industry; Within one month after the auction, the production of "Tianqi" toothpaste shall be resumed in the production line of Wuzhou factory, and toothpaste cannot be produced in other places; Wuzhou high tech Development Zone gives preferential policy support to the buyer to resume toothpaste production.
It is not common in judicial auctions to require bidders to subsequently restore the use of auction targets of the original production line locally. It can be seen that the applicant for enforcement does not want Guangxi aoqili to go bankrupt, but hopes that the 'Tianqi' toothpaste brand will continue to remain in the market. In addition, Tianqi toothpaste, an old domestic product, has also been supported by the local government.
Tianqi brand was founded by state-owned enterprise aoqili in 1945. It was once a well-known brand in Guangxi. In 2002, aoqili was acquired by Harbin Xiaosheng group. Yu Xiaosheng, the new boss, once made the brand image of Tianqi toothpaste "herbal and traditional Chinese medicine" a household name through a large-scale TV advertising strategy. Around 2004, Guangxi aoqili stock had achieved a sales revenue of 1 billion yuan continuously, with an annual sales of more than 400 million tubes of toothpaste
However, since then, due to the strategic decision-making error of 'diversified development', Tianqi brand fell into a business crisis and gradually lost its market competitiveness.
Focusing on the Tianqi brand, aoqili has launched Tianqi hand sanitizer, Tianqi hand sanitizer, Tianqi shampoo, Tianqi washing powder and other diversified daily chemical products. However, these businesses not only failed to expand the larger market, but also affected the upgrading and development of the core business of toothpaste. Facing a comprehensive loss, Ogilvy stopped production for rectification in 2014. After two years of adjustment, in May 2016, Guangzhou aoqili group, the parent company of Tianqi toothpaste, reorganized its assets, established Tianqi Daily Chemical Co., Ltd., and resumed the production of Tianqi toothpaste.
Tianqi toothpaste, which has returned to the market, is facing a more fierce market competition pattern. More brands began to enter the Chinese herbal toothpaste market to compete with them. Under the trend of consumption upgrading, domestic medium and high-end functional toothpaste and foreign toothpaste brands are also more popular. This is an important reason why Tianqi toothpaste is in trouble again.