Sell The Shoe Industry, The Self Salvation Of The People?

If one day, when someone suddenly tells you that Lenovo will not make computers, Haier will not produce appliances, you will say, "how is that possible?"

Indeed, when people saw from the media that the group would sell the shoe industry, the first reaction was, "how can it be?"

In November 13, 2007, the announcement of BELLE International's "1 billion 600 million yuan acquisition of all shoemaking assets in Jiangsu's Sunda group" woke us up from the startled, "China's first shoe king" in the majority of Jiangsu's eyes, "Lenovo" and "Haier" in China.

The development of Jiangsu's group is a successful history of Jiangsu's private enterprises.

In 1977, Zhu Xianggui led 6 villagers, using the cowshed and pig pen of the production team, to set up the two factory of Jianhu County leather shoes, which is the predecessor of Jiangsu's Shanta group.

From 1977 to 1987, after 10 years of painstaking efforts, leather shoes factory took shape and entered the top three industries of Jiangsu footwear industry.

From 1987 to 1991, we borrowed the trademark "Shanghai" brand leather shoes, and made the products into the 100 major shopping malls in the country.

In 1991, the company started the technology and equipment to introduce products into the international market.

In 1992, cedar raised the brand name, which included all the honor of China's footwear industry.

Since 1993, it has become the largest single shoe manufacturer in the world. It has 1 well-known trademarks in China, 2 famous brands in China, and 5 national inspection free products, ranking the first in the country for 12 consecutive years.

By the State Technical Supervision Bureau, the China Quality Inspection Association and the national shoe standardization center as the "China's first shoe king".

In October 2007, as one of the representatives of private entrepreneurs in Jiangsu, Zhu Xianggui took part in the Seventeenth Congress of the party.

Whether it is the group or Zhu Xianggui, it has become a banner of Jiangsu's private economy.

The people of Jiangsu are also proud of a group.

Although the acquisition does not mean that the loss of cedar, but all concerned about the people can not help but ask: many years to become "China shoe king", why did the sale of shoes?

What can we do after we don't make shoes?

Is it the rapids or the warriors?

Has sold the whole shoe industry, is it the self salvation of the people?

2 billion 200 million the news of the takeover came too abruptly.

When the major media are still competing to report, Zhu Xianggui, chairman of the Jiangsu group, the representative of the 17th National Congress of the Communist Party of China, returned to the conference. When he was speaking around, a notice posted on the front page of the main financial media in China: BELLE international invested in the acquisition of the footwear industry property of the group, and the group has withdrawn from its shoes manufacturing industry.

The announcement came out in November 13, 2007. It was announced that BELLE international had entered into a restructuring agreement with Jiangsu's Jiangsu in November 11th. It will acquire 5 wholly owned Affiliated Companies in Jiangsu by its own wholly owned Affiliated Companies, new Belle, at the cost of about 1 billion 600 million yuan.

6 days later, in November 19th, BELLE International announced again that it plans to buy 563 million yuan RMB to buy a new footwear equipment manufacturer in Shanghai, Jiangsu, namely, Yong Xu Shoes Co., Ltd.

Shanghai Yong Xu is the production and export base built by Sunda group in 2000. It has invested only 400 million yuan in the first phase.

Up to now, the biggest acquisition case in the domestic shoe industry has been completed, and once the "China shoe king" sold all its shoemaking assets.

BELLE international acquired the assets of the group, including Jiangsu sun Da Shoes Co., Ltd., Zigui Yong Xu shoes industry Co., Ltd., Jiangsu Sanda Group Three Gorges Shoes Co., Ltd., Shanghai Shanghai shoe industry Co., Ltd. and Shanghai Wei Dun International Trade Co., Ltd.

It also includes assets owned by Jiangsu's group, including warehousing stocks, semi-finished products, raw materials, production facilities and equipment.

For the acquisition of net assets, BELLE does not undertake the debts of the acquired company.

According to the agreement, BELLE will pay 200 million yuan deposit to the Sunda group within 7 working days, and all acquisitions will be completed in January 10, 2008.

The final takeover may be adjusted, but not more than 1 billion 700 million yuan.

This time, BELLE international not only bought the fixed assets of several enterprises of the group, but also bought the ownership of famous trademarks such as sun Da, Bai Shi, Hao Ren Yuan and so on.

Although on the surface, BELLE International's acquisition of the group is a Blitzkrieg war, but looking back and analyzing it carefully, BELLE international has long coveted the shoemaking industry of the group.

In May 23, 2007, BELLE international, as the first listed shoemaking enterprise, successfully landed on the Hongkong stock market, issued 1 billion 400 million shares, raised 8 billion 660 million yuan and raised its total market value to HK $67 billion, becoming one of the largest mainland retail listed companies in Hong Kong Stock Exchange at that time.

The prospectus shows that 27% to 31% of the funds raised by BELLE international listing will be used for various expansion plans, including acquiring company or alliance with strategic partners.

BELLE international has made clear that the next step of the company's development is mainly in three directions, one is the development of high-end brands, the two is leisure sports series, and the three is the development of men's footwear.

As expected, BELLE international invested $48 million in August 20th, and won Fila China Trademark and other related property rights.

In October 29th, he returned the brand name of Hongkong International Limited (HK) limited to HK $600 million, and also included more than 150 international retail chains in Hongkong, Macao and Mainland China.

The acquisition of the company of its group is coincided with BELLE International's takeover plan.

At present, BELLE international has many brands such as BELLE, Teenmix, Staccato, TATA and so on, but only one FATO brand in men's shoes, and 50% in men's shoes.

After the acquisition of BELLE, the market share of BELLE international will exceed 20%.

According to the world brand laboratory and the world economic forum, China's 500 most valuable brands in 2007, the value of the brand reached 6 billion 441 million yuan, ranking ninety-seventh in the top 500, ranking sixth in Jiangsu.

In the pfer, people do not know how to price the brand, but if the above brand value is counted, the value of the brand will exceed the overall purchase price, which is not considered the value of other trademarks and intellectual property rights such as bath, good people and so on.

For the first time in 13 consecutive years, China's market share was the first and the "Chinese shoe king" once sold. It sold only 2 billion 200 million out of the market.

Cedar puzzle: the problem of management has been over for more than a month since the announcement of BELLE International's merger and acquisition announcement in November 13, 2007, but no other news has been released by Jiangsu's group, another leading player in the domestic shoe industry.

Why did the shoemaking group sell the shoe making enterprises that they rely on and continue to make profits? Why did they choose to sell it to BELLE? After that, the development of the group is going to be unclear.

Reporters recently came to the headquarters of Sunda - Jianhu to explore the truth.

Sun Da is the pride of Jianhu people. It is the pride of Jiangsu people and the pride of Jianhu people.

In the 90s of last century, when North Jiangsu was still poor and poor, the leather shoes of the group reached a peak in the whole country.

What is more valuable is that the small township factory located in the corner of Yanfu has grown up by its own strength. Therefore, the group has become a banner of the development of private economy in Northern Jiangsu.

In the eyes of the Lakers, the group is their own company and President Zhu Xianggui is their "Uncle Zhu".

Jianhu people either themselves are the employees of San Da, or have relatives working in the city. Many people are proud of having dealt with Zhu Xianggui many years ago.

Indeed, for the northern part of Jianhu County, the group is too big.

Near the Huzhen Town, which is located in the city, has become the county center of Jianhu County.

Most of Jianhu County people work in different factories in the days of the day. They return to their homes near Lake Town in the evening. They are only 3 kilometers away, and only 5 yuan for a taxi.

Jianhu actually did not sell the shoes of cedar to the Jianhu Lake, and naturally thought of buying a pair of leather shoes.

The reporter came to the most prosperous commercial street of Jianhu, the people's road.

There are integrated shopping malls such as Jianhu shoe city, people's shoe city and so on. There are also Zhejiang brand shoes brand stores such as AOKANG, red dragonfly, spider king, and Er Kang.

But reporters ran around all the shopping malls and supermarkets on the people's road. They could not see a pair of leather shoes, even their brands such as "BATHY" and "good people".

There is no sale of local shoes in Jianhu local shopping mall.

This is too puzzling.

Reporters asked a number of shop salesmen, the answer is the same: in the Jianhu want to buy the leather shoes, only go to the stock market of the group, other places do not sell the leather shoes.

The boss of a small shoe shop told reporters that it was not because of the monopolization of the market, that other shopping centres could not purchase.

But the price of the leather shoes is relatively high, so it can not be sold in the small town of Jianhu.

So why can Wenzhou shoes, which are almost the same price as the price of the shoes, become popular in Jianhu?

Facing the reporter's question, the boss smiled and said, "you can see it tomorrow when you go to the market."

The "uppers" surrounded the second days in the morning, and reporters rushed to the sales department opposite the headquarters of the group.

More than 150 square meters of business hall, did not put out how many leather shoes, each brand just took out dozens of samples.

In the eyes of outsiders, this shop is not like a shoe seller, but rather a showroom.

Except for a few broken shoes, the price of all leather shoes is around 500 yuan, while the high-end leather shoes made by the company are sold for thousands of yuan.

Out of the market, there were many women riding bicycles. A woman claiming to be Li Xiaojuan (a pseudonym) told reporters that she could sell shoes at the price equivalent to 60 percent off of the sales department. Her shop was just a few steps away from here.

In this way, the reporter followed Li Xiaojuan to her shop.

The so-called shop is just her home.

Li Xiaojuan said they used to be farmers nearby, and the group used their land.

Some landless peasants went into the group. Her husband was selling in the group. She had to sell the leather shoes.

According to her words, this is also "relying on mountains and eating mountains, relying on water and taking water". Nearby villagers are almost doing this business.

The fence is not tight loopholes in a small house at Li Xiaojuan's house. They are full of leather shoes.

Li Xiaojuan patted his chest to make sure that these shoes were orthodox leather shoes. They were taken directly from the warehouse. They also had the impression of the inspection chapter, and also the delivery list of the warehouse.

Li Xiaojuan told reporters that her shoes could be two hundred or three hundred yuan cheaper than the retail department, and the discount tickets were actually used, some of which were welfare tickets issued to the workers.