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When Local Shoe Companies "Infatuated" With Foreign Brands, The Takeover Trend Rises Again.

2010/5/19 9:50:00 44

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In 2010, the hot words of shoemaking industry were not only "listed", but also the trend of brand acquisition.

After the financial crisis, the global footwear market has changed. The output of footwear in Europe has decreased by 41.2% from 1998 to 2007, while the output of footwear in Asia and the Middle East has increased by 40.7%.

In order to compete for the market and expand power, brand shoes are bound to start a wave of acquisitions.

Chinese brand shoe enterprises are also gradually mature in the way of acquisition.

From the early appearance of pure hope to enhance popularity and other appearance factors, it began to think about the overall acquisition from R & D, technology, brand, channel network to brand operation.

Although there are no successful cases in China's shoe industry, foreign shoe enterprises' acquisition events will bring some enlightenment.

Adidas has recently announced that the company spent $3 billion 800 million on the acquisition of Reebok Co strategy in 2006, and has begun to see benefits, especially in casual footwear products.

In the past 4 years, Adidas and Reebok have run smoothly and have achieved results. It is not easy.

First of all, the brand shoe companies should analyze the characteristics of the acquisition brand before making the acquisition, and make clear the purpose of the purchase, which includes expanding the scale of operation, developing new markets, increasing popularity, improving R & D capability and product quality.

As an old European enterprise, Adidas analyzed the characteristics of Reebok and its own brand before the acquisition: Reebok's products are mainly for young people and women, brand image is more leisure oriented; Adidas products are widely praised in sports fields such as European traditional sports such as football and track and field, and Reebok products are more popular among some sports events that Americans are keen on, such as rugby, baseball and basketball; in terms of pricing, Adidas mainly focuses on middle and high-end consumer groups, while the latter focuses on developing middle and low consumption groups.

If the two powers join hands, they will challenge the position of Nike, the industry leader.

Recently, in order to develop the badminton market and rapidly close the competition distance between its brand and the world famous brand, Li Ning Co has formulated the acquisition strategy.

Lining bought all the shares of Kaisheng sports company.

Through this acquisition, Li Ning Co not only linked the production technology and R & D capability of Kaisheng brand in line with its competitive strength, but also made full use of the resources advantages of the two enterprises in the market, rapidly improving the market share of the company in badminton, and helping the global athletes win.

In addition to Lining, AOKANG, another ethnic shoe brand in our country, will focus its attention on the global market and platform in the future.

AOKANG has recently said that it is about to acquire Italy's first shoe brand, Wanli Wade Asian ownership, which will be a brand new mode of international cooperation in shoes industry: the smiling curve merger mode focusing on technology and brand.

Second, it is essential to formulate long-term strategic plans.

After the acquisition of Reebok by Adidas, the goal of achieving double profits was 8 years.

This long-term strategy is also inspired by Adidas's failure.

As early as 1997, Adidas had acquired Salomon, which was known for its production of skiing equipment, and was also losing money.

It even regards China as the latest and largest battleground to reverse the "war".

But because of the small market of ice and snow sports and the business philosophy, in 2005, Adidas can only sell the still loss Salomon company.

For rapidly developing Chinese enterprises, it is an effective way to acquire foreign advanced intellectual property technology by means of financial crisis so as to enrich their core technology and speed up their development.

But at the same time, we should pay attention to the combination of our own development environment and find out a set of methods that are in line with our national conditions.

Under the guidance of the industrial development policy of "promoting merger and reorganization of enterprises and integrating factor resources", China's footwear industry will also achieve the fruits of international resource integration.

The acquisition of international brands by China's national brand shoe companies is not only a great splendor in the Chinese market, but also a shortcut to realize technological leapfrogging, which is conducive to rapidly improving the soft power of China's shoe making enterprises and providing a ready channel for China's footwear industry to "go out".

Chinese brand shoe companies go out and explore and test water. No matter what the result is, it must be a trend of brand growth and development. For our enterprises, it is to expand the market, expand efficiency and expand the brand. There will always be a world-class brand among them.

Compared with state-owned enterprises, private enterprises are more difficult to go out. Therefore, public opinion calls on the government to provide loans, policies, approvals and other support to private enterprises in the acquisition, so as to provide direct trains to help our enterprises to acquire more efficiently.

At the same time, from the experience of foreign large enterprises acquisition, the purpose of brand acquisition is not entirely the increase of sales and the expansion of market share. It should be aimed at revenue, and the scale and income of enterprises should be "two pronged".