The Pace Of Chinese Enterprises Acquiring Overseas Luxury Goods Enterprises Is Accelerating.

Wealthy Chinese are not satisfied with the world's generous search and purchase. Luxury goods He is preparing to have his own luxury. brand " With Folli Follie, Club Med and other international luxury brands surnamed Han, Chinese enterprises gradually accelerate the acquisition of overseas luxury goods enterprises. According to incomplete statistics, at least 50 international luxury brands of two or three lines have changed hands to Chinese entrepreneurs last year. Senior industry analysts believe that this year's international luxury brand acquisition business is expected to increase substantially, the main takeover may be from China. Investment People.

　　 International luxury brands change their surnames into Chinese

Due to the impact of the international financial crisis, the consumption of other luxury goods in other countries is stagnant or even shrinking. In May 19th, Fosun Group announced in Shanghai that it would spend 84 million 588 thousand euros on the acquisition of all 6 million 360 thousand ordinary shares newly issued by Folli Follie. After completion of the acquisition, Fosun and its associated enterprises will have a 9.5% stake in the diluted Folli Follie group, thus becoming one of the largest strategic investors of Folli Follie group.

It is worth mentioning that in May last year, Fosun Group has just acquired the Club Med7.1% stake in the French resort operation company. It is the first time that a Chinese company has directly participated in a French listed company. Although Fosun Group has not announced that it will enter the luxury industry, but from last year's acquisition of CLUB MED to today's Folli Follie, Fosun Group obviously showed a strong interest in luxury brands.

There is no doubt that the quickest way to cut into the luxury market is acquisition. In the April China EU Luxury Summit Forum, almost all international experts believe that it will take 10 years, 50 years or even 100 years for China to make its own luxury brand with international influence. To reverse this situation, many Chinese enterprises began to directly buy luxury brands in Europe and America, and almost all Chinese enterprises chose equity investment.

In the first quarter of this year, the COFCO wine industry formally signed an agreement with the Bordeaux region's laiwworth liquor estate, announcing that it would spend 100 million yuan to buy the winery. After the acquisition of Bisk chateau, one of the ten most famous farms in Chile, the acquisition of the COFCO wine industry once again bought overseas high-end production. Chi Jingtao, vice president of COFCO, is also honest about the layout of the French Bordeaux winery. It is an important strategic move for COFCO liquor industry to focus on resources, product resources and brand resources in the region to participate in global competition. In addition to a special liking for wineries, the Chinese also cast their sights on Italy's old yachts. Not long ago, Qingdao Li Hang vehicle and ship Industrial Development Co., Ltd. acquired the Italy super yacht brand CNL through its Italian company at 13 million 100 thousand euros. The Italy media commented that "Chinese companies are starting to buy a wave of acquisitions. The goal is to build a long Italy brand in the recession of 2008~09".

　　 Embarrassment of acquisition

Although the Chinese are the most luxurious luxury buyers in the world today, although the trend of Chinese enterprises to buy international luxury brands has just started, not all luxury brands allow their products to be related to Chinese elements. The latest Chinese owners have also encountered resistance from luxury goods. Many people have not forgotten that the Shanghai buflex company, which had been buisked last year, claimed that it had acquired part of the Prada stake and sought to hold a position of control. Chinese companies have long been the buyers of luxury giants.

But since then, the Chinese have not stopped stepping into the international luxury industry. But for these acquisitions or shares, the attitude of international luxury brands is not enthusiastic. People in the luxury industry say that once holding a controlling stake in a top brand, Chinese enterprises can easily remind people of "made in China" and "Chinese design". Statistics from the global luxury report show that 86% of Chinese customers are reluctant to continue buying or even returning products because of the word "Made In China". Experts in the industry say that luxury goods pay attention to a culture, while some Chinese enterprises are not prepared to understand each other's culture and traditions in a quick and quick way.

　　 Huge potential for luxury consumption in China

The rapid growth of China's luxury market has become the basis for domestic enterprises to acquire equity in the world's high-end consumer brands. Since the beginning of this year, international brokers and advisory bodies have released reports on luxury goods and vigorously sang the demand for luxury goods on three sides of the mainland in the next ten years. McKinsey's latest research report points out that China's luxury goods market has seen double changes in the rapid growth of the total market and the more rational consumers. The report predicts that by 2015, China will become the world's largest consumer of luxury goods, accounting for more than 20% of global luxury goods market share.