Motivation And Performance Analysis Of "HaoXiangNi" Merger And Acquisition Of "BaiCaoWei"

With the rapid development of China's economy,the competition among enterprises has become increasingly fierce.In order to expand their scale and enhance their market competitiveness,many enterprises have embarked on the road of mergers and acquisitions.The merger and acquisition activities among leisure food enterprises in China are becoming more and more frequent due to the promotion of relevant policies,the low concentration of products in the industry and the difficulty of opening up the multi-channel marketing model.After reading a lot of literature,this paper finds that domestic scholars have not done much research on mergers and acquisitions of leisure food enterprises.In order to further explore the impact of mergers and acquisitions on enterprise performance,this paper selected a representative merger and acquisition case in the leisure food industry-"HaoXiangNi" merger and acquisition "BaiCaoWei" case for analysis,hoping to further enrich leisure food.The theoretical system of mergers and acquisitions in the commodity industry can provide some help for other similar cases of mergers and acquisitions in the industry.In this paper,the motivation and performance of "HaoXiangNi" M&A "BaiCao Wei" are analyzed.Firstly,the background and the process of M&A of "HaoXiangNi" and "BaiCaoWei" companies are briefly introduced.Then,the motivation of the M&A is analyzed from the perspective of both sides of M&A.Secondly,the event study method,financial index method and non-financial index method are used to "HaoXiangNi".On the selection of non-financial indicators,based on the motivation of "HaoXiangNi" M&A event and the actual situation of its development,this paper chooses the indicators of technological innovation ability,market share and sales channels to measure the comprehensive performance after "HaoXiangNi" M&A,hoping to analyze the M&A event more objectively.Finally,based on the above analysis,this paper summarizes the conclusions of this study,and summarizes the experience of this M&A and the shortcomings of this paper.Through the research of this paper,it is found that mergers and acquisitions do make the short-term performance of "HaoXiangNi" significantly improved,help "HaoXiangNi" out of financial difficulties,and improve the market competitiveness of its products.Overall,the M&A is a relatively successful case.