Quanzhou Shoe Companies Acquire Foreign Brands

Recently, China

Mergers and acquisitions are surging.

In October 2009, Anta purchased HK $600 million for its FILA brand in mainland China, Hongkong and Macao. It is the first case of Quanzhou shoe enterprises' merger.

Prior to the successful listing of Hongkong in 2008, XTEP declared that it would be a target in recent years to acquire overseas sports apparel brands.

Ding Shuibo, President of XTEP, said in an interview at the time that the acquisition target was locked in a certain popularity in the clothing industry, either in China, or in China, but XTEP is a blank in this field.

PEAK in the same city quietly plans to acquire overseas brands.

PEAK CEO Xu Zhihua has said that considering the acquisition or cooperation of the same industry brand, it looks forward to complementing PEAK's market positioning.

In fact, in the acquisition of foreign brands, Lining can be called big brother.

In addition to the short term cooperation with KAPPA in 2001, Lining's foreign brands on hand are French AIGLE (Ai Gao) and Italy sports fashion brand, enjoying twenty years exclusive license agreement.

The value of acquisition channels is large.

"What is the purpose of acquiring foreign brands? How to create more value for the brand that is acquired?" two years ago, the "Pierre Cardan acquisition" of the Chinese clothing industry has caused widespread controversy.

Some experts point out that instead of simply buying a foreign brand to kill the already heated domestic market, it is better to enter the global market through acquisition channels.

In this respect, the trend of YOUNGOR and China is a paragon.

After investing $120 million to acquire 100% equity of the new Malaysia company, YOUNGOR has acquired 14 production bases in Sri Lanka, Philippines and Guangdong, Jilin and other places in China, including more than 20 brands ODM processing business including POLO and CalvinKlein, and an excellent team with decades of experience in international brand management and design, a sales channel that includes hundreds of sales outlets in the United States, a powerful logistics system that guarantees the smooth flow of these goods into the department store.

China's takeover of Phenix, Japan's 91% stake, also includes Phenix's global ski and outdoor sportswear brand Phenix, skiing sportswear brand X-NIX, leisure brand Inhabitant, but the most consistent with China's appetite is that it owns the brand ownership and permanent management rights of Kappa in the Japanese market.

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Consideration should be given to late operation.

However, brand acquisition is not simply a capital operation. The purchasing power of an enterprise depends not only on the cost of payment, but also on the operation capability of the latter brand.

Adidas once took the first place in sports brand. However, after buying the US brand Reebok at a high price, it gave the competitor an opportunity to take advantage of indigestion. Nike took the opportunity to expand the product line to more sports fields.

This shows that although mergers and acquisitions can quickly get pnational operation channels, not every enterprise can taste the sweetness.

The industry has suggested that the right to operate overseas brands in Greater China can be used as a pitional form for acquiring international brands.

It is understood that, at present, the "playboy" and the American "Disney movement", the French "crocodile", the Italy "kangaroo", the British "San Fei Lai" and "rogue rabbit" and "Altman" series of cartoon image brands, have been Quanzhou shoes enterprises to obtain the agent production or sale rights, involving nearly 20 brands in Europe and America.

Last March, after obtaining the exclusive franchise of the "Disney sports" brand, vice president of XTEP, ye Qi, said that XTEP and Disney cooperate not only to see the sales benefit, but also to the team, which is a good opportunity for training and upgrading. "In the international competition, there are many rules of the commercial game that we are not familiar with, and Disney's rich international business experience is worth digesting."