■CUBN记者 宋博 北京报道

S CUBN reporter SongBo reports from Beijing

　　自2008年被强生收购，大宝一度被业内担心将从主流市场消失。收归强生麾下后，作为产品线补充的大宝护肤品在销售上一直波澜不惊，但那句“大宝天天见”仍时常能够在电视上听到。

Since the 2008 acquisition of Johnson，Dabao once the worry will disappear from the mainstream market。Johnson after any now，As a product of the supplement in the sale of skin care products dabao has been are calm，But the words“Big treasure every day to see”Still can often heard on TV。

　　而今年6月，北京市大宝日用化学制品厂正式对外宣布，在北京市场推广旗下清洁用品“贝贝熊”，并将在今年下半年发布另一高端品牌“洁亿之花”。而正是在大宝化妆品被强生收购后，原大宝化妆品中高层管理人员集体撤离，投向大宝日化。

And in June this year，Beijing dabao daily chemical enterprise officially announced，In Beijing marketing its cleaning products“Baby bear”，And in the second half of this year will be issued another high-end brand“Clean the flower of $”。It's the big treasure cosmetics be Johnson after purchase，The big treasure cosmetics senior management staff of collective evacuated，To dabao cosmetic。

　强生接手大宝化妆品 Johnson took over big treasure cosmetics

　　2008年，强生斥资23亿元，一举敲定了对北京大宝化妆品有限公司的交易，相关股份转让来自于北京三露厂和北京大宝化妆品有限公司职工持股会。

2008 years，Johnson's $2.3 billion yuan，Every set to Beijing big treasure cosmetics Co., LTD. Deal，Related the stock transfer from Beijing SanLou factory and Beijing big treasure cosmetics Co., LTD. ChiGuHui worker。

　　早在1989年，北京三露厂就已经正式分离成两块业务，分别由北京市大宝日用化学制品厂和现被收购的北京大宝化妆品有限公司组成，前者生产“贝贝熊”等清洁用品，后者则做出了日后名声大噪的大宝SOD蜜。

As early as in 1989，Beijing SanLou factory has formally separated into two pieces of business，Separately by the Beijing dabao daily chemical products factory and now, the acquisition of Beijing big treasure cosmetics Co., LTD is composed，The former production“Baby bear”Cleaning products such as，The latter made famous in the big treasure SOD honey。

　　强生方面一位内部人士告诉记者，公司一直在区分两家“大宝”的关系，此前大宝日用化学制品厂就曾因盗用了大宝化妆品有限公司的名称而被工商处罚过。

Johnson &johnson aspects a source told reporters，The company has been in distinguishing the two“dabao”relationship，After big treasure daily chemical enterprise had embezzled the big treasure for the name of the cosmetics Co., LTD. Was punished for industry and commerce。

　　谈及收购的动因，国内知名日化行业专家冯建军表示，当初强生收购大宝并不是看中其品牌基础，而更多是其渠道分销以及网点资源。“被收购时大宝在中国有超过20多万个网点，在细分领域的市场份额和综合实力都很强。”

Talk about the motive of the acquisition，Domestic famous cosmetic industry experts FengJianJun said，Johnson had not fancy to its acquisition dabao brand foundation，But more is the channel distribution and network resources。“When the takeover in China has more than 20 big treasure more than outlets，In niche areas of market share and comprehensive strength are strong。”

　　曾经在中低端市场家喻户晓的大宝护肤品，正是由核心团队一手打造。而由于当初大宝被收购之初的协议以及北京市民政局的接管，最终使得大宝化妆品管理层“集体腾挪”到大宝日用化学制品厂。

Once in ZhongDiDuan market household dabao protect skin to taste，It is by the core team might-may。And because the big treasure had acquired at the beginning of the Beijing municipal civil affairs bureau of the agreement, and take over，Eventually making big treasure cosmetics management“Collective move STH”To the big treasure daily chemical enterprise。

　　而强生(中国)投资有限公司总裁吴人伟在收购大宝时曾经做出表态，将“借助强生在市场营销、研发和产品创新领域的经验，进一步发展大宝品牌。”如今，强生方面在大宝产品线上做出了更新优化，并在产品包装和市场营销方面进行了一系列微调。

And Johnson &johnson(China)Investment limited company President wu wei in the purchase when big treasure ever make comment，will“With the marketing of Johnson、Research and experience in the field of product innovation，Further development dabao brand。”now，Johnson in the production line of big treasure to update the optimization，And in the product packaging and marketing a series fine-tuning。

　　而消费经济专家赵萍表示，大宝要达到往日风光可能难度比较大，因为大宝护肤品一直定位中低端品牌，以前大宝护肤品的主要市场在城市，但是随着城市消费结构升级，人们对护肤品功能要求越来越高，比如美白，抗衰老等等，而且人们品牌意识会更加明显，希望消费更多的高端品牌。

And consumer economy experts ZhaoPing said，Dabao to old scenery may be difficult，Because the big treasure has been ZhongDiDuan brand positioning protect skin to taste，Before the main market protect skin to taste in the second city，But as urban consumption structure upgrade，People protect skin to taste function to demand more and more，Such as white，Anti-aging, and so on，And people brand awareness will be more obvious，Hope to consume more high-end brand。

　　而大宝产品定位是中低端市场，因此它在城市的市场份额肯定会大幅度萎缩，转向农村是较好办法。从营销宣传以及研发来看，可能要在研发投入和营销宣传上做很多的投入才能够实现往日辉煌。

And the big treasure product positioning is ZhongDiDuan market，So it in the city's market share will greatly atrophy，To rural is a good method。From marketing and r&d and see，May be in the r&d investment and marketing on the investment of do a lot to realize glorious past。

　原大宝高层转战清洁市场 The original dabao top fought cleaning market

　　而针对日前有媒体报道的大宝进军清洁产品市场的消息，北京市大宝日用化学制品厂销售厂长张志利表示，“贝贝熊”品牌本身是当初强生收购前就有的，此前在我国黄河以北市场均有销售。

And to have recently media coverage of the big treasure into cleaning products market news，Beijing dabao daily chemical enterprise sales director ZhangZhiLi said，“Baby bear”The brand is itself was the purchase of Johnson would have，In the north of the Yellow River in China market all has the sale。

　　在被收购之后，原来的大宝方面未经授权不能生产化妆品，而且产品只能在标明生产厂家的位置呈现“大宝日用化学制品厂”的字样。因此目前大宝日用化学制品厂投放市场的产品更多强调的是“贝贝熊”这样的产品名。

After the takeover，The original dabao aspects unauthorized can't production cosmetics，And only in a product of the manufacturer of the present marked position“Dabao daily chemical enterprise”Words of。So now dabao daily chemical enterprise on the market products more emphasis is“Baby bear”Such xx。

　　而在收购的时候，强生方面选择优先接收来自生产线的人员，而中层管理人员则完全由强生自己接手。当初强生与大宝从谈判时就定下了一个原则，需要按比例留用原来大宝的基层员工。而诸如部门主管这样级别的中层管理人员很少继续留在大宝化妆品，都到了大宝日用化学制品厂。

And in the acquisition，Johnson &johnson choices receive from the personnel of production line is preferred，And middle managers are completely by Johnson himself took over。Johnson and big treasure from negotiations had when he made a principle，Need to retain the original big treasure in proportion to the employees。The competent departments, such as this level of middle managers few continue to stay in the big treasure cosmetics，All the big treasure daily chemical enterprise。

　　张志利表示，“以残疾员工为主的大宝基层工人有80%继续留在大宝，而诸如部门主管这样级别的中层干部很少继续留在大宝化妆品，都到了我们大宝日用化学制品厂。而在高层方面，也只留下了若干个分管生产、销售的总经理级别干部。”

ZhangZhiLi said，“Disabled employees to give priority to the big treasure grassroots workers 80% continue to stay in the big treasure，The competent departments, such as this level of middle-level cadres rarely continue to stay in the big treasure cosmetics，We are the big treasure daily chemical enterprise。And in the top，Also left several responsible for production、The general manager of the sales level cadre。”

　　现在，作为由原先大宝中高层组成的大宝日用化学制品厂团队，依靠政府扶持的力量，正在谋划全新的发展目标。张志利表示，2009年北京市从北京市民政局下属超过70家的企业中挑选了有发展前景并具有较好人员团队的企业，大宝日用化学制品厂就被挑选上了。作为重点扶持对象，公司享受了诸如去年投资兴建新厂区时的上级资金支持，同时管理人员团队也由机关下派而来。

now，As the original of the senior fa by big treasure daily chemical enterprise team，Rely on the power of government support，Are proposing new development goals。ZhangZhiLi said，2009 years from the Beijing municipal civil affairs bureau of Beijing subordinates more than 70 home enterprise selected have development prospects and have good team of the enterprise，Dabao daily chemical enterprise will be selected。As a key support object，The company to enjoy such as last year when the new factory invested by the superior financial support，At the same time management team by authorities to XiaPa also。

　　张志利指出，“像我们公司这样市属的福利企业都由北京市民政局来管理。不过，民政局只是行政上的指导，代行出资人，真正运行是靠管理者来操作的。”

ZhangZhiLi points out that，“Our company, such as the welfare of the city by Beijing municipal civil affairs bureau to the enterprise management。but，Civil affairs bureau just administrative guidance，Designated the contributor，The real operation is to rely on to the operation manager。”

　　对于渠道继承的说法，张志利则表示反对。他指出，大宝护肤品的渠道并非商超为主，最具优势的渠道是在农村和县乡镇一级。另外，“大化”与“小化”在商超渠道中也有所区分，因此，目前“贝贝熊”一类的清洁用品渠道与之虽有重合，但主要还需重新拓展。

For channel inherited claim，ZhangZhiLi is opposition to it。He pointed out that，Big treasure of the product is not business as the channel，The most advantage of the channel is in rural and counties or towns level。In addition，“DaHua”and“Small change”It's super channel to distinguish，so，At present“Baby bear”Kind of cleaning products of the channel, and though a coincidence，But the main still need to expand。

　　据悉，大宝日用化学制品厂在清洁用品共有三大品牌。待推出的高端品牌“洁亿之花”和时间最久的“贝贝熊”主攻城市市场，而2010年推出的“净道”品牌则主攻农村市场。

It is reported，Dabao daily chemical enterprise in the cleaning products of three big brands。With the launch of the high-end brand“Clean the flower of $”And time for the most“Baby bear”Main attack city market，And 2010 roll out“Net way”The brand is main attack the rural market。