A few days ago, Slovenia’s home appliance manufacturer Golania officially announced that Hisense initiated a takeover offer with 12 euros per share and expected to announce its purchase intention for Gorenje within 15 days. Later, Hisense formally announced the offer letter of intent for the offer. Following Hisense’s hosting of Sharp’s Americas business in 2015, another multinational acquisition after Japan’s acquisition of Toshiba TV in 2017.
It is reported that three Chinese companies including Hisense, Haier, and Meiling bid on Gorenje. After fierce competition, Hisense Group won with a maximum offer of approximately 293 million euros.
'With Hisense's strengths in the international market, the international brand strategy and bidding strategy have already won, and will be finally delivered through a comprehensive offer.' Gorenje's announcement said, 'Before this tender offer, Gorenje has been looking for a strategic partner to To improve cost efficiency and brand efficiency, the acquisition is in line with Gorenje's future development strategy, which is conducive to solving the current problems faced by the company and meets the interests of employees, shareholders and the government.'
'In addition to the expansion of its own home appliance sector, the acquisition is also a large-scale investment project in the 'One Belt and One Road' area. It has two meanings. 'Mr. Xiong Jianguo, an analyst at Morning Post Group, believes that 'on the surface, it should be Hisense's higher bid price; but After further detailed analysis, the seller will also consider factors such as delivery conditions, post-integration arrangements, buyer professionalism, etc. Hisense or better in these areas will win the bid.
According to public information, Gorenje was founded in 1950 and employs 11,000 people. It has strong strengths in kitchen appliances, washing machines and other products. Its brand awareness is high and it has a complete sales system in Europe. The company's 2017 net profit declined. 84%, but the Gorenje Group has 83 companies with products in more than 70 countries. In addition, Gorenje is the Slovenian Nordic Ski Team, sponsor of the French Football Championship. Hisense is the official sponsor of the Russian World Cup in 2018. After the merger, Hisense It is possible to further expand the sports marketing lineup and increase brand awareness through Gorenje's sports marketing in Europe.
It is understood that Hisense Group was established in 1969 and its business covers multimedia, home appliances, IT information services and other fields. In 2017, the Group’s operating income was 12.7 billion Euros. In recent years, Hisense Group has developed rapidly in overseas markets. Hisense has developed from In 2012, he began overseas operations and entered the South African market in 2013. He has been deployed on the global industrial chain. Currently, he has 13 production bases and 12 R&D centers in the world. The products are exported to more than 130 countries and regions.
According to relevant personage analysis, Hisense's acquisition of Gorenje may bring the following advantages to its development: First, it helps to offset the shortcomings of Hisense's kitchen appliances. Gorenje is the leader of the kitchen appliance brand in Eastern Europe, and Hisense can use Gorenje to make up for the short board. In Europe, the full range of products is introduced. The second is to amplify the global collaborative R&D effect. Currently, Gorenje has a market base in Europe, but in terms of innovative technology, Hisense has more obvious advantages. The two parties complement each other and can leverage on Hisense R&D resources, sales scale and purchasing ability. , In order to quickly enlarge the brand effect of Gorenje. Third, it helps to expand Hisense's production line, brand building and channel construction in Europe, thus forming a complete supply chain advantage.
However, industry analysts believe that “Hisense”, which is currently the primary shareholder of Gorenje, still has a large difference from its target of more than 50%. It is still unknown whether there is a full board of directors in the future, and business-level integration will not As fast as the market expects.
In recent years, Chinese home appliance companies have frequently acquired overseas. For example, Haier acquired assets related to the GE appliance business, Midea Group acquired German robot company KUKA, etc. In response, Xiong Jianguo believes that 'these overseas acquisitions of home appliance companies mainly take into account their own business. Expansion and industrial upgrading. The two acquisitions of Hisense and Haier have shown significant effect in expanding their global market share. Haier, in particular, had a negligible share in North America and successfully penetrated the North American market through acquisitions. The U.S. acquisition of KUKA is mainly due to its acquisition of KUKA. An important step in the 'smart manufacturing' of the 'Double wisdom strategy', the acquisition of KUKA makes Midea's smart factory, the pace of construction of smart logistics greatly accelerated.
'Compared with European and American enterprises' positioning in the high-end market, China's home appliance companies have the advantage of corporate grouping, market diversification, and there is still much room for improvement.' Zhou Nan, secretary general of the Household Electrical Appliances Sub-Commission of the China Machinery & Electronic Products Import & Export Association, also stated that he looks at him. 5. The problem with China's home appliance companies is that their technology accumulation is relatively weak.
Similarly, China and the deputy director of globalization think tank Ke Yinbin also believes that 'Chinese household electrical appliance companies need to further upgrade their core technology levels when they go out. At present, some core parts and components enterprises are still out of production. This is still a big problem.'