Source: China Fund News
China Fund News Amman
Do you still remember the Tianqi toothpaste advertisement that became popular around the country around 2004?
"One, two, three, just call Tianqi when taking pictures" is the childhood memory of many people born in the 1990s. However, more than 10 years have passed, and their childhood memories are occupied by joint venture brands such as Crest , and Tianqi toothpaste has also been auctioned on Taobao. path of.
(Tianqi toothpaste advertisement of the year)
After the first auction failed on June 12, a series of trademarks related to Tianqi toothpaste, together with the owner of the trademarks, Guangxi Aoqili Co., Ltd. (hereinafter referred to as "Aoqili") )’s real estate and production equipment will be held for the second judicial auction on July 16, with a starting price of 139 million yuan. The price of
has been reduced by 23 million yuan from the previous starting price, which is only 60% of the estimated price.
According to media reports, Judge Qiu, who is in charge of the auction, told reporters that no one has asked for the second auction and the auction should be terminated. “We (the court) need to re-examine this auction object to see if there is market risk or something like that. We can only Let’s discuss it based on the situation.”
Relaxation of requirements and price reduction of 23 million for secondary auction
The announcement on the Ali Auction platform shows that this auction includes all the land use rights of Oqili and the houses and buildings on the ground; toothpaste and wet wipes production equipment; "Tianqi" 57 trademark. The total assessed value of all properties participating in the auction is 233 million yuan, and the starting price is 139 million yuan.
At the same time, 13 trademarks of Aoqili including "Jianguo, Weijibao, Aierji, Sichuan Ginseng, Liwai, Aoqili" will also be auctioned online, with an estimated price of 4.0956 million yuan and a starting price of 229.35 Ten thousand yuan.
Aoqili’s first auction ended on June 12. At that time, the starting price for Tianqi-related trademarks, real estate, and production equipment was 163 million yuan, and the starting price for Tianqi’s 13 trademarks was 2.86692 million yuan. Since both auctions were No one participated in the bidding, and the auction was ultimately rejected.
Fund Manager noticed that unlike previous auctions, both auctions had requirements for bidders. However, in the second auction, Oqili lowered its requirements for bidders.
During the first auction, Oqili required that the bidders must be among the top 20 in the toothpaste production industry nationwide or have a cooperative relationship with industry leading companies, and be able to guarantee that the production line at the Wuzhou factory will be restored within one month after the auction is completed. An enterprise or individual that produces "Tianqi" toothpaste.
Oqili, who suffered an unsuccessful auction for the first time, was relieved in the second auction. This time, the bidder is only required to resume the production of "Tianqi" toothpaste on the production line of the Wuzhou factory within one month after the auction is completed, and cannot produce toothpaste in other places. At the same time, Wuzhou High-tech Development Zone will provide a five-year preferential policy for bidders to resume toothpaste production. support.
Diversified business strategy
Oqili was classified as a "old rascal"
In 2004, with the advertisement of "Call Tianqi when taking photos", Tianqi toothpaste entered thousands of households, and achieved annual sales of more than 400 million around that year. With annual sales revenue of 1 billion yuan, the company has achieved impressive results.
However, after having the flagship brand "Tianqi Toothpaste", Oqili began to diversify its business, and successively launched Tianqi detergent, Tianqi hand sanitizer, Tianqi shampoo, Tianqi washing powder and other daily products. Chemical products, but the response was mediocre. While
failed to further open up the market, the funds invested on multiple fronts dragged down the development of the original toothpaste business, diverting capital investment and management energy, resulting in increased financial costs and tight funds. In 2014, the "Tianqi" private brand toothpaste was forced to cease production.
Although in 2016, with the help of the local government, Oqili cooperated with investors such as Guangxi Financial Holding Asset Management Company to establish Tianqi Daily Chemical to specialize in operating the Tianqi brand, hoping to revive its former glory.
But things are no longer what they were back then. Most of the toothpaste market has been occupied by foreign brands such as Crest, Colgate, , etc. It is difficult to divide it up. Tianqi Toothpaste failed to make a comeback, and Aoqili's business was in crisis again. .
According to Tianyancha, it was found that Oqili’s judicial risks exceeded 999, of which 919 were subject to execution. Chairman Cao Xukan and director Yu Rui had been listed as restricted consumers.
From January 2019 to now, Oqili has at least 11 records that have been enforced by the court for failing to perform legal obligations on time, with a total execution target of more than 370 million yuan.
