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Coca-Colaputsnewtakeoverlawtothest

ChinaDailySHANGHAI:

TheCoca-ColaCompany's$2.3billionbidforpremierjuicemakerChinaHuiyuanJuicemayhelptheUScompanyachievedominanceinChina'sbeveragemarket.Butanalystsremainskepticalbecauseofthemanyhurdlesthatcouldthreantorockthemarriage.

ChinaisCoca-Cola'sfourthlargestmarket,andtheproposedtransactionwouldbethecompany'slargestoverseasacquisition.Ifthedealgoesthrough,itcouldstrengthenCoca-Cola'sstrangleholdinoneoftheworld'sfastgrowingbeveragesmarket.

ThecombinedtotalsalesofthebeveragegiantandHuiyuanwouldbe8billionlirs,liftingTheCoca-ColaCompany'sshareofChina'ssoftdrinksmarketfrom16.3percentto18percent,saidHopeLee,anon-alcoholicdrinksanalystfromEuromonitorInrnational.

Iftheacquisitiongoesahead,Coca-ColawillovertakeFrance'sGroupeDanone,whichoccupieda16.3percentshareofChina'ssoftdrinksmarketin2007,asthecountry'stopbrandwitha17.9percentmarketshare.

"BesetbyshrinkingdemandforcarbonaddrinksinChina,Coca-Colahasbeenheldbackbyitsunitaryproductlineandhastocomeupwithmorediversifiedproductstoenhanceitsposition,"saidTengBinsheng,astragyprofessorfromCheungKongGraduaSchoolofBusiness.

TheAmericancompanylauncheditsMinuMaidjuiceinChinalastyearaspartofitsaggressiveexpansionintothenation'sfruitandvegetabledrinksbusiness,valuedat$10.6billionin2007,whilecarbonaddrinksonlyreached$7.4billion,accordingtofiguresfromEuromonitor.

Thefruitandvegetabledrinksmarketissettogrow16percentto$12.3billionthisyear,muchquickerthanthe7percentriseexpecdforcarbonaddrinks,Euromonitorestimad.

Thedeal"willenableCoca-Colatogreatlyreduceitsrelianceoncarbonaddrinks,"Leesaid,and"stilldrinks'contributiontoCoca-Cola'sretailvaluesaleswillincreasefrom28percentto47percent".

Huiyuan'sstrengthisinpurefruitjuice,whereithasa46percentmarketshare,accordingtoACNielsenfigures.

"Coca-Colawillsuccessfullyconvertitslargestrivalinsoftdrinksintoitssubsidiary,"saidQuHonglin,aseniorpartnerofGlocalStragyConsultingCo.

Tengnodthatitisacommonmoveforforeigncompaniestopurchaselow-ormedium-endbrandswhensynergizingwithlocalcompanies.

"Recentmergerandacquisitionactivitiesbetweenoverseasanddomesticenrprises,includingCoca-ColaandHuiyuan,Johnson&JohnsonandDabao,andSchneiderElectricandDelixi,allfollowedthistrend,"hesaid,addingthattheacquisitionwouldcompletheirproductlinesandmeetChinesecustomers'demandformedium-endproducts.

AsforHuiyuan,analystssaidthatthecompanywouldalsoreapgreatbenefitsfromthependingtransaction,thankstotheratherattractivepriceofferedbyCoca-Cola.

"It'sagooddealforHuiyuan,asaprivacompanyithasmetagrowthbottleneckduetoalackoffinancialsupportfrombanksandthegovernment,"Qusaid.

TengsaidthatZhuXinli,thefounderandpresidentofHuiyuan,"couldn'tsaynotosuchapricefromCoca-Cola,particularlywhenChina'sequitymarketissufferingsuchaleanperiod",Tengsaid.

ButhowsuccessfulHuiyuanwillbeafrtheacquisitionlargelydependsonstragiesdevisedbyCoca-Cola'stopexecutivesbasedinAtlanta,whowillprobablymakethesamemistakesasothermultinationalssynergizingwithdomesticbrands,Qusaid.

Inaddition,thetwocompanieshavetosurmountseveralobstaclesaheadoftheirmarriage.

Asitisthefirstmajordealafrthecountry'santi-monopolylawcameintoforceonAug1,thistransactionwillbeamajorstofthenewregulation,saidZhangTao,alawyerfromShanghaiZhongtianxinLawFirm.

"Regulatorswillprobablysubjecttheacquisitiontoverystringentchecks,"Zhangsaid.

Coca-ColasaidinastamentthatthesuccessofthedealissubjecttotheapprovalofChina'santitrustauthorities.