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"Brand Merger" Becomes The Future Development Trend Of Shoe Market

2011/11/18 13:06:00 17

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What is the purpose of overseas brands? How to create more value for the brand that is bought by large investors? "Two years ago, the" Pierre Cardan acquisition "of the Chinese clothing industry has caused widespread controversy.

A few days ago, the news of China's footwear giant BELLE group's acquisition of children's clothing brand HelloKitty (Hello Kitty) and Disney (Disney) has caused great waves in the industry. The eyes of Chinese private enterprises are once again attracted to "

Merger

This word.

Statistics from international authorities show that in 2010, the total amount of global M & A pactions reached US $2 trillion and 270 billion, of which China's M & A accounts for the whole world.

8%, the amount of mergers and acquisitions rose to $23 billion, becoming the second largest M & A after the United States.

Some experts point out that instead of simply buying a foreign brand to kill the already heated domestic market, it is better to enter the global market through acquisition channels.

In this respect, the trend of YOUNGOR and China is a paragon.

After investing $120 million to acquire 100% equity of the new Malaysia company, YOUNGOR has acquired 14 production bases in Sri Lanka, Philippines and Guangdong, Jilin and other places in China, including more than 20 brands ODM processing business including POLO and CalvinKlein, and an excellent team with decades of experience in international brand management and design, a sales channel that includes hundreds of sales outlets in the United States, a powerful logistics system that guarantees the smooth flow of these goods into the department store.

China's takeover of Phenix, Japan's 91% stake, also includes Phenix's global ski and outdoor sportswear brand Phenix, skiing sportswear brand X-NIX, leisure brand Inhabitant, but the most consistent with China's appetite is that it owns the brand ownership and permanent management rights of Kappa in the Japanese market.

However,

brand

Takeover is not just a capital operation. The purchasing power of an enterprise depends not only on the cost of payment, but also on the ability of the late brand operation.

Adidas once took the first place in sports brand. However, after buying the US brand Reebok at a high price, it gave the competitor an opportunity to take advantage of indigestion. Nike took the opportunity to expand the product line to more sports fields.

This shows that although mergers and acquisitions can quickly get pnational operation channels, not every enterprise can taste the sweetness.

The industry has suggested that the agent's overseas brand in Greater China.

management right

It can be used as a pitional form for acquiring international brands.

It is understood that, at present, the "playboy" and the American "Disney movement", the French "crocodile", the Italy "kangaroo", the British "San Fei Lai" and "rogue rabbit" and "Altman" series of cartoon image brands, have been Quanzhou shoes enterprises to obtain the agent production or sale rights, involving nearly 20 brands in Europe and America.