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China'S Famous Clothing Brand Enterprises Are Keen On Foreign Brand Acquisitions.

2011/8/26 19:22:00 53

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Acquisition Of Foreign Brands In Garment Enterprises

No matter how many years ago Lenovo bought IBM.

PC business

Whether it is wise or not, Haier, another big Chinese company, has decided to go ahead and buy SANYO's part of its electrical business and its right to use the brand.

A few days ago, Haier group reached a preliminary agreement with SANYO motor of Panasonic, Japan.

fund

About 10 billion yen (837 million yuan) purchased SANYO motor's washing machines, refrigerators and other household appliances business in Japan, Indonesia, Malaysia, Philippines and Vietnam.

After the paction is finally completed, Haier group will receive SANYO motor's 4 production bases, 2 R & D centers and 6 localization in the 5 countries.

Marketing channel

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Haier's assets include SANYO motor's washing machine brand "AQUA".

At the same time, in the Southeast Asian 4 country market, Haier can give its refrigerator, washing machine, TV, air conditioner and other products a "SANYO" brand logo.

Like the Lenovo Group of the year, Haier's move is aimed at reproducing oil and water from SANYO's already unprofitable market by virtue of its excellent manufacturing and cost control capabilities, and more importantly, it can also help SANYO open its internationalization path with SANYO's brand.

Lenovo has not yet won the expected international market and PC market ranking, and has abandoned Think brand in advance.

The market is different, the time is different, Haier wants to use this acquisition to expand the Japanese market, the odds geometry is unknown.

Not only in the electrical industry, but also in China's apparel industry.

Wenzhou Cheng Long company acquired Pierre Cardin's shoes and other four categories of trademark rights in China. AOKANG Group acquired Wanli Wei's Greater China Trademark and patent rights.

Youngor

The acquisition of Hongkong Xin Ma group, Lining bought LOTTO brand in China for 20 years, and Daphne acquired FullPearl.

Can the acquisition of overseas famous brands really seize the international market?

In 2007, BELLE acquired the brand management right of FILA in China. By the end of 2008, it had lost HK $32 million 180 thousand, and BELLE finally had to choose to sell it.

Immediately after that, Anta acquired FILA. Although FILA is an international famous sports brand from Italy, its popularity in the Chinese consumer group is not as good as BELLE and J. Da Da after its acquisition.

At present, FILA's brand influence and high-end image in China are becoming increasingly marginalized.

In fact,

Acquisition of foreign brands

Only with a new starting point, it is useless to rely solely on hype and "bring it up". To truly realize the localization of foreign brands, we need to integrate the culture of foreign brands.

The most difficult problem in acquiring foreign brands is not whether they can succeed, but how to manage and manage them well after the merger.

Chinese enterprises need to seriously consider the internationalization of management teams and the integration of management teams.

In terms of overseas mergers and acquisitions, Japanese companies are warning. Most mergers and acquisitions are not successful, including cultural differences, language differences, and management methods.

The success rate of overseas mergers and acquisitions of American enterprises is very high. This is because many mergers and acquisitions of large American enterprises have been done for a long time and have very rich experience. They know where and where the difficulties are.

Therefore, for Chinese enterprises who expect to achieve international market development through acquiring foreign brands, the most important thing is not only capital but also whether the existing management methods of enterprises and brands can continue to provide the driving force for the future development of enterprises.

In the long run, if the enterprise fails to realize its own international human resource system training and construction, then the acquisition can only bring more cost and business burden to the enterprise.