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Look At How The Chinese Women'S Wear Brand European Forces Fly To The Branches And Become Phoenix.

2012/2/14 9:30:00 54

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China is the world's first luxury.

consumption

Big country, Louis Weedon Bernard Bernard Arnott (group Arnault) knows the strength of the Chinese market for this beautiful report card.

Frequent opening of stores, in-depth two or three cities, these can not satisfy his appetite.

Capital participation and acquisition of domestic high-end

Fashion brand

To help brands grow and sell stocks abroad and gain a lot, a detailed plan has been quietly launched.

L Capita lAsia fund management partner once said: "we are essentially in the right place.

Entrepreneur

Investing. "

2001

LVMH

After buying Fendi (Fendi) brand, 10 years.

Fendi

(Fendi)

Become the first camp in the luxury world.

Louis Weedon (Louis Vuitton) brand is the cornerstone of LVMH group. It is also the symbol and pronoun of luxury goods.

As LVMH (France Louis Weedon Mohun group) private equity fund L Captital Asia recently for domestic women's clothing brand frequently shot.

The news of sina micro-blog's "investment private equity fund L Capital of France, Louis Weedon joined the CITIC Industrial Fund and bought the brand of domestic women's clothing brand" is rapidly hot. This is a 10% case of investment after the LVMH group announced the acquisition of Bvlgari (Bulgari).

High-end

Women's wear

Rapid appreciation of brand

Statistics show that Ochirly is a brand registered by Wenzhou businessmen in Hongkong. Since its entry into the Chinese market in 1999, it has rapidly distributed in China's more than 60 first and second tier major consumer cities.

As of the end of 2009, the data show that Ochirly has more than 800 stores in the index stores of 28 provinces and cities in China, with annual sales reaching 250 million.

At present, Ochirly plans to list overseas, with a Preliminary Valuation of about $2 billion.

But one industry insider told reporters that the real strength of Ochirly is that in the past 2 years, it has taken the channel of department stores in the country, and the price of products is higher, and it has been developing towards higher end in recent years.

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Ochirly 2012 women's clothing in early spring

The price of women's wear is RMB 500~800 yuan.

"Snake" LVMH successfully joined Ochirly, plans to list overseas.

According to micro-blog's content, L Capital of France's Louis Weedon mohon group's investment fund joined the CITIC Industrial Fund to buy 10% of the Ochirly of women's clothing brand.

The scale of the paction amounted to 200 million US dollars, 10%

It is mainly owned by LVMH group's Fund.

At the same time, Ochirly plans to be listed overseas, and the company is valued at about $2 billion.

It is understood that LVMH group's L Capital fund company currently holds 25 shares in different proportions.

Wu Yue, director general of LVMH group in China, said: the LVMH group's private equity business has been in the history of more than ten years. It was founded in 2001 by LVMH group for $640 million. The L Capital Asia fund is a continuation of this business in Asia.

Among them, China and India are the two main markets they focus on.

Wu Yue stressed: L Capital is a separate category in the LVMH group. Its investment target should not be confused with the main business of LVMH group.

Wu Yue said that L Capital Asia completed the fund's fund-raising in December 2010, with less than 10% of its funds coming from the LVMH group and the rest from the US, European financial institutions and high net worth individuals.

The aim of the fund is to invest in some Asian companies that are developing rapidly but generally smaller.

These companies offer substitutes for luxury goods, such as clothing, home accessories, beauty care, The Inn Boutique, entertainment media and even private education.

Earlier, Wu Yue said in an interview that the company plans to invest 200 million to 300 million dollars this year.

Shortly afterwards, the news of "L Capital Asia combined with CITIC fund's acquisition of 10% stake in Europe" officially announced.

Daniel Piette, President of L Capital, once said: "I hope to help these companies develop in the next three to six years.

Then we sell our shares to other investors, major shareholders or listings. "

And repeatedly stressed that when they withdraw shares, these brands will not belong to the luxury group of LVMH group.

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In April 2010, star Ruby Lin took part in Xiamen Xin He fashion spring reception.

Wearing a three dimensional flower sparkle cocktail dress

LVMH shares another domestic dress brand "Xin He".

LVMH's fund seems to show a strong interest in China's high-end brands.

Coincidentally, earlier in January 2012, the L Capital fund also completed the project of Xiamen's "Xin He" brand, another domestic dress brand, becoming the second largest shareholder of Xin He group.

Public information shows that Xiamen Hsin Ho was founded in 1992, and now owns 6 brands including JORYA (Zhuo Ya), JORYA weekend, GIVH SHYH, ANMANI (En Manlin), CAROLINE and AIVEI.

Compared with a group of women's clothing Brand Company in Shenzhen and Shanghai, Xiamen Xin he is relatively low-key in the women's wear industry, and there is less publicity in various media.

Luo Yonghui, general manager of Xinhe, said that he was located in the high-end and the main sales channels were domestic department stores. At present, there are more than 600 stores in the country, including Shanghai Jiu Guang Department store, Shanghai port Hui, Tianjin Lotte Department store, Beijing East Xintiandi and so on. The sales volume of the company will reach 2 billion 800 million yuan this year.

UTA Fashion Management Group CEO Yang Dayun told reporters, "with the major international luxury brands gradually entering Asia, luxury goods market has gradually been divided up, and only high-end luxury clothing market has become a hot" fat ".

"High-end clothing brand is the short board of LVMH," Cui Hongbo, founder and CEO of Shanghai Zheng Jian brand management consultant Co. Ltd., pointed out to reporters that although L Capital Asia does not represent all the strategies of LVMH, its signal is corroborated by LVMH's intention to spread the clothing brand.

The acquisition of the European force just revealed the intention of LVMH.

"Domestic high-end women's clothing appreciation space is relatively large, the profits are considerable."

He added that the appreciation of high-end women's clothing is much higher than that of domestic men's wear brands.

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Ochirly 2012 early spring new bag, priced at RMB 700~1200 yuan.

LVMH group's Chinese desire

Although there are no luxury brands that can be heard in China's local brands, this does not preclude the Louis Weedon group's preoccupation with the Chinese market.

In February 2nd, LVMH announced its 2011 earnings report. Due to the strong momentum of emerging and mature market demand, the group's performance in 2011 was another record high with a profit of 4 billion US dollars.

As the world's largest luxury consumer, China's Louis Weedon Bernard Bernard Arnott knows how much the Chinese market has contributed to this beautiful report card, Arnault.

Frequent opening of stores, in-depth two or three cities, these can not satisfy his appetite.

Capital participation and acquisition of domestic high-end fashion brands helped the brand grow. After listing overseas, it sold stocks and made a big profit. A detailed plan has been quietly launched.

L Capita lAsia fund management partner once said: "we are essentially investing in local entrepreneurs."

Attempted marriage of "Shanghai Jahwa"

In June 2011, another famous case known as the "unique attempt" by the industry was Louis Weedon's first look at the daily mass brand of the domestic public in an attempt to acquire Shanghai Jahwa, which is being restructured.

Many industry insiders shouted at that time, because Louis Weedon didn't need to buy Chinese local brands to enhance their image, but it would be contrary to the image of luxury magnate.

"After the financial crisis, Asia became the main battleground for the recovery of the luxury goods market, which attracted LVMH's attention to China.

As for Shanghai Jahwa, which is trying to build the first fashion industry group in China, if it can be attached to the LVMH tree, it will undoubtedly upgrade its brand grades to several levels.

Zhu Zhenkai, a management consultancy partner and luxury goods analyst, is analyzing.

Although eventually refused to accept the fund private equity and other institutional investors will be rejected by Louis Weedon group, but Shanghai Jahwa and Louis Weedon group had a joint venture experience.

As early as 2004, when LVMH introduced its cosmetics boutique retailer Sephora to China, it established a joint venture with Shanghai Jahwa.

At present, Sephora is doing well in China, and Shanghai Jahwa has successfully sold its Herborist brand through the overseas channels of France to Holland, Italy and Spain through the "marriage" with LVMH.

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Incubating the second line brand in Asia

L Capital Asia. L.L.C, founded in 2010, is a private equity fund sponsored by the world's largest luxury group LVMH, and is directly managed by L Capital Asia Advisors of the LVMH controlled stock company.

L Capital Asia takes Asian emerging economies as an investment target market.

In early 2012, the L Capital Asia private equity fund began buying Asian fashion brands for $650 million.

The fund manager, Ravi, has said he has invested $90 million to buy some of the three tide cards in Asia.

However, such a merger will continue. Ravi points out that Louis's private equity fund will invest $200 million in 2 months, including a Chinese dress chain corporation.

So far, the fund has invested in 14 second-line brands.

According to a private source, the private equity fund seeks short-term returns.

"The role of the fund is to serve as a brand incubator of LVMH group, and find a large number of high-end lifestyle brands in Asia. After the stock market is established, it will be acquired by LVMH after the maturity of the brand."

Previously, the private equity fund has invested a lot in the Asian region, including the Royal Watch Jewellery Limited, Ming Fung Jewellery Group Limited, Singapore CHARLES&KEITH and India GENESIS LUXURY.

"L Captital Asia has been fully looking for brands in Asia, and has gone through many negotiations, but it has ended in failure.

The success of negotiations with Hsin ho is due to the fact that the Asian market has gradually become the strategic goal of the major luxury groups.

Yang Dayun told reporters.

In addition to LVMH, other luxury goods groups are also making frequent moves in the Chinese apparel market.

Not long ago, Hermes launched a "top and bottom" brand for China's emerging markets, and the local brand "Shanghai" was bought by the group.

"There are not many Asian brand resources that can be reassured," Cui Hongbo pointed out. Unlike European brands, Asian brands do not have a long historical background, so the risk of takeovers is far greater than that of European brands.

Cui Hongbo said, "when the major luxury groups are putting Asia in an increasingly important strategic position, what kind of acquisition means has become an urgent problem for the major groups.

"LVMH's incubator is far more visionary on another level."