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Why Does Cartier Crocodile Sell Its Headquarters In China?

2011/5/10 9:21:00 37

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A takeover announcement by a unified enterprise in Taiwan has attracted people's attention to Singapore's clothing brand Cartier Le crocodile.

Speculation caused by an asset paction

A month ago, Taiwan unified enterprise announced that its wholly owned subsidiary Kunshan unification and Shanghai.

Cartelo

The shareholders of the industry (hereinafter referred to as "cartel industry") are respectively signed an equity pfer agreement, acquiring the 66.67% equity interests of the Cartier industry in Shanghai Eastern Crocodile Garment Ltd at the total price of 630 million yuan, and receiving the 100% equity interest of the Shanghai Ru Xin Leather Co., Ltd., and 33.33% of the equity interest of the company, thus wholly owned the company.

The "cartel crocodile" is known in China for this purpose.

brand

A series of costumes.

In 1993, Singapore crocodile international company entered the Chinese market and produced and sold "cartel crocodile" garments in the mainland of China. Shanghai Oriental Crocodile Garment Ltd is its subsidiary in China.

In 2004, the crocodile International announced that it was building Cartelo Building in Changning District, Shanghai, as its new global headquarters.

The Cartier industry, which was bought by a unified company, is the main company responsible for the development and construction of Cartelo Building and the rental of its own premises.

Cartier seeks small plates

list

The sale of the headquarters building caused the industry to withdraw from China for cartel crocodiles.

market

Guess.

In this regard, the reporter interviewed the relevant person in charge of the Shanghai Oriental crocodile company, and he strongly denied the exit rumors.

"Cartier sells its property companies and does not sell clothing brands.

Stripping off non core businesses is to focus on developing clothing, leather goods, bedding and other related businesses.

He said that Cartier will not only withdraw from the Chinese market, but also strive to be listed in the medium and small board in 3 years.

"China has become the most important market for Cartier."

The official also said that in March this year, cartel crocodile had just held 2011 autumn and winter new product ordering sessions, and more than 150 dealers from all over the country took part.

Orders and orders increased significantly over the same period last year.

Reporter login to Cartier Le crocodile official website noted that the web page shows that the contact address of the company is still Cartelo Building, 568 Tianshan West Road, Changning District, Shanghai.

That is to say, unification will become the new landlord of the Cartier crocodile headquarters building, but the cartel crocodile will not continue to work here, but the role will become a tenant.

Cartier is used to attract consumers by clearing up discounts.

In fact, the industry's conjecture about Cartier crocodile's withdrawal from the Chinese market is not groundless.

Cartel crocodiles, which have been positioned in the middle and low positions to seize the Chinese market, have played slogans such as "clearing up goods and unloading goods" and "finally discounting ten days" in many two or three line city stores.

Recently, several stores in Beijing market have noticed that the discount of Cartier Le crocodile is quite "tough" - 2 to 60 percent off, 2 to 40 percent off, etc.

In the case of a big discount, the person in charge told reporters that the discount on clothing products was normal, but the discount was definitely over season, and the discount of new products was not large.

But yesterday, reporters in Beijing new world department store found that cartel leather shoes in the season also "100 reduction of 50" way to promote sales.

Industry analysts pointed out that Cartier hoped there was nothing wrong with the strategy of separating the market from the French crocodile and Hongkong crocodile area at a preferential price.

Ultra low discount can attract some consumers at a certain time, but in the long run, brand value will be seriously lost and even consumers are mistaken for counterfeit crocodile products, which will be unfavorable for their long-term development.

Faced with increasingly fierce competition, Cartier Le crocodile also admitted that "there are still many areas need to be improved and improved, need to be upgraded".

The responsible person said that since last year, Cartier Le crocodile has decided to launch a series of changes, from product to terminal image has been adjusted and upgraded, and in Beijing, Shanghai, Shenyang and other mainstream cities, mainstream stores opened a new image shop.