Shoe Companies Embrace Overseas Acquisitions Of &Nbsp, Aiming To Grab The High-End.

October 18th Wenzhou is known as the shoe capital of China.

According to the cooperation agreement, the two centers are located in the headquarters of wanwade headquarters in Italy. Wanli Wei provides the necessary equipment, production personnel and technical guidance, and AOKANG provides design and procurement personnel.

The two sides cooperate to complete the preliminary design and production, and batch production is placed in AOKANG's domestic production base.

It is reported that in January 2008, AOKANG bought the first brand of Italy shoe enterprises for 10 dollars in the Asia Pacific region for 22 million US dollars.

Frequent acquisitions aimed at leveraging high-end

Why do domestic brands develop to overseas brands when they develop to a certain scale? Many industry experts believe that the most important reason is: the lack of high-end brands in China. How to seize the high-end market has become the hatred of many enterprises.

Chen Xiaomin, Secretary General of Guangzhou footwear industry association, believes that the cultural value of high-end brands comes from their historical value, traditional culture and social concepts. European and American brands often have long historical value and are easy to form a quality and noble image in the minds of consumers. However, the history of shoes and clothing brands in China is short, and cultural accumulation is thin, so it is difficult to undertake high-end responsibilities.

For example, Daphne has been insisting on the mass market for many years. It regards street shops as the main sales channel, but rarely in high-end market. It is difficult to compete with the high-end and high-end BELLE and Saturday (14, -0.51, -3.51%) brands.

The FullPearl bought by the company this year is a BVI company. The indirect holding company is mainly engaged in the retail business of middle and high grade women's shoes. It operates AEE brands such as "AEE", "BVI", "ALDO" and "JessicaSimpson4".

These brands will represent Daphne in the department store with BELLE and Saturday's series of high-end brands.

After the successful takeover is another running in period.

Many business operators know that the acquisition itself takes a long time to prepare for communication. It must go through the so-called "love" running in period. After the acquisition, how to localize overseas brands and realize the internationalization of management teams gradually emerge. This is another beginning of running in period. "This process takes at least five years or so. In the trial stage of these years, it will be faced with unavoidable labor pains."

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Wang Hailong, director of Publicity Department of AOKANG shoe administration center, believes that after the successful takeover, the local enterprises should solve the following two problems: first, how to build an independent team to operate overseas brands, some enterprises still follow the way of running local brands, and eventually lead to incompatible foreigners.

Wang Hailong told reporters that after AOKANG acquired Wanli Wade, he would set up a team with an international management concept and solve the problem of "people".

Then we will open up the market with the help of the existing sales channels, and focus on the expansion of the high-end department stores in the first tier cities.

Secondly, how to maintain the original style and quality of overseas brand products after purchase, we should pay attention to absorbing the core technology and cultural connotations of the brand.

The Li Ning Co has made a good demonstration in this regard.

Recently, in order to develop the badminton market, Li Ning Co has acquired all the shares of Kaisheng sports enterprise, making full use of the advantages of the two brands, and rapidly improving the market share of the company in badminton.

Experts: shoe companies need rational overseas acquisitions.

Chen Xiaomin, Secretary General of Guangzhou footwear industry association, believes that the trend of Chinese enterprises going abroad is the trend of the times. Overseas brands have been acquired successively, which also reflects the brand reshuffle brought about by the international economic environment and the rapid upgrading of Chinese shoes and clothing brands in the international market.

But in the process of acquisition, we need rationality, opportunity and risk coexist. If an enterprise only purchases the overseas brand's right to operate in China, it is likely to be "raising children for others". In the end, it will be empty handed. If the whole process of design, production and marketing is fully accepted, the original Chinese manufacturing enterprises will have great thoughts in the complicated management of enterprises, and the results need to be tested by the market.

Wang Hailong, director of the Propaganda Department of AOKANG shoe administration center, also stressed that we should not be blind to the strong purchasing power of the moment, and we should thoroughly analyze the basic issues such as market positioning, product characteristics and operation mode of overseas brands.

In this regard, piercade's acquisition is a lesson from the past. Its authorized operation mode is more involved in the Chinese market, and its branches are chaotic, which has been criticized in the industry.

Even if the local brand replans its operation in the future, it will also consume a great deal of inertia due to the brand's protracted pattern.