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美赞臣再次被罚 昔日奶粉巨头轮番受挫

发布日期：2015-08-12 10:20:11编辑：Chen

它们在中国奶粉崩塌期卷入中国乳市，以“洋奶粉”身份让中国妈妈们不惜代价、趋之若鹜；甚至重建市场秩序，创造奶粉价格巅峰，一统中国奶粉江湖。然而，这些都是两年前。伴随中国乳市秩序重建、激烈竞争以及问题爆发，受罚、被质疑、跌落，甚至被卖给曾无法翻身的中国奶企，成为昔日洋奶粉巨头们的新注脚。

多重打击

向美国证券交易委员会（SEC）上交完1203万美元的罚款后，多年来占据中国奶粉市场头把交椅的美赞臣的商业形象再次受到打击。两年前，受到中国政府关于奶粉价格的反垄断调查，美赞臣曾支付3300万美元的罚金。

从2013年中国政府针对超高端奶粉价格启动反垄断调查开始，包括美赞臣、多美滋、合生元、贝因美等在内的昔日奶粉巨头们在随后的两年中都发生了巨大的变化。

美赞臣和多美滋在反垄断调查之后的新生儿“第一口奶”事件中的影响至今没有解除，如今，美赞臣因在华行贿再度受罚、来自中国媒体对其的质疑仍未消除；多美滋更是经历复杂，从销量前两名的位置上跌落，直至跌出前十。

此外，贝因美业绩一再下滑，其在终端销售领域的价格表现混乱，完全没了昔日大牌的身段；合生元在支付完1.6亿元的反垄断调查款后，并没有立即降价。在降价大潮的趋势下它先是故作矜持、仍维持高端，但随后也推出了中端定位的素加奶粉，如今处于高端难销、低端难卖的尴尬境地。

回顾这些昔日占据中国奶粉市场半壁江山、主导中国奶粉价格的进口奶粉品牌在这两年中屡遭坎坷的表现，表面上，部分奶粉大牌江河日下，无法与往日风光相比；背后则是中国奶粉市场秩序回归正常，与国际接轨。

从最近受到SEC处罚的美赞臣说起，两年前中国爆出新生儿“第一口奶”事件，美赞臣、多美滋等大牌乳企均涉其中。彼时美赞臣高居市场份额第一的位置，业绩报表里，其医院渠道对业绩贡献了三分之一。

但是令外界感到惊讶的是，华丽的销售数字背后，是美赞臣通过每年高达几百万的贿赂款养出来的。

官方调查信息显示，2008年至2013年5年中，美赞臣中国公司向中国公立医院的医护人员不当支付了约207万美元，获利约777万美元。

从2012年10月开始，美国SEC便依据美国《反海外腐败法》，针对美赞臣在中国大陆的商业行为进行调查。今年7月底，调查随着美赞臣向SEC支付1203万美元的罚款而结束。

“本次和解是对美赞臣配合调查，并采取一系列措施促进完善其合规功能和流程的一种肯定。”调查结束后，美赞臣企图发布“和解”信号来洗白自己，在官方回复中也似在强调自己不会再有别的麻烦。

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