Family Businesses Worry About &Nbsp, And Localization Of Foreign Brands Is Not Simple.

Family businesses' external worries and internal troubles

Sonia Rykiel is the same name of French designer Sonia Rykiel. brand 。 In 1962, Sonia Rykiel was tired of the unalterable maternity dress on the market, so she designed a knitted sweater and put it on her husband. clothing Shop for sale. The dress was highly appreciated by the editor in chief of the French magazine Elle, who was just loitering around the shop, and boarded the cover of the magazine's current issue. This is "deviant". Sweater Soon after being sold out, Sonia Rykiel was hailed as the "knitting Queen" by the fashion industry.

In the hands of Natalie Rykiel, the brand is full of youthful vigor, women's wear, men's wear, Children's wear Perfume, make-up, maintenance products all-round development, and even cross-border cultural publishing industry.

As one of the few family fashion groups in France, Sonia Rykiel still has strong vitality and growth potential in the market, and ultimately can not escape the fate of foreign capital stake. Is this family business unable to withstand the cold wave of the economy, relying on foreign capital to "renew its life and return to its soul", or is it a necessary process for foreign financial groups to sweep the luxury market?

Because of the particularity of management structure, the bottleneck of talent is inevitable in family business. There is a rule of "rich but three generation" in the life cycle. The difference between the two generation of managers and a generation of managers in the way of thinking and management brings parallel opportunities and crises to enterprises. On the other hand, with the development of family businesses and the expansion of scale, more capital is needed to support them. This is also the main reason why Sonia Rykiel agrees to spanfer the 80% equity interest: the product line is broad and long, but profits and benefits are stagnant.

The rise of the next luxurious leader

In the first half of 2011, Sonia Rykiel has started looking for partners, hoping to promote brand development. market There has been a better development. However, its original intention is that only a small number of shares will be held by the partners. At present, the chief executive officer of Hongkong Lifeng group is a famous former luxury brand LV and Celine, Jean Marc Loubier.

Natalie Rykiel is very optimistic about her cooperation with Li Feng Group. She said: "I am very happy about the arrival of Li Feng Group. It is also a great honor to cooperate with Feng family. Their understanding of the industry, planning for the fashion industry and financial support for the brand can greatly help Sonia Rykiel brand develop in the new market in the future.

Fung Brands of Hongkong Lifeng group successfully purchased French luxury in 2011. Shoe shoe After the brand Robert Clergerie, the Belgian Royal leather goods brand Delvaux, founded in 1839, was returned to the door. The powerful Fung Brands is very close to the world's number one luxury group LVMH, which has merged with other luxury brands through capital operation, and has gradually established a dominant position in the field of high-end products manufacturing.

Today, Hongkong Lifeng group has developed into an international large multinational business group, and also owns international brands such as Altea, Cerruti 1881, D 'urban, Gieves&Hawkes, Intermezzo and Kent&Curwen. The merger and acquisition activities of such a large investment group of Hongkong Lifeng group, because of its seriation and huge scale, is a pivotal event in China and even in the world. {page_break}

Effective management is the "continued life Dan".

Wenzhou Cheng Long company has acquired the trademark rights of four categories of products such as Pierre Cardin's shoes. YOUNGOR's acquisition of Hongkong Xin Ma group has received more than 20 well-known brands of ODM processing business, and 5 authorized licensing brands such as Nautica and Perry Ellis. The acquisition of LOTTO brand in China for 20 years by the Li Ning Co has been a proxy for the brand for 20 years. The Chinese fashion Corps's acquisition of overseas brands is not uncommon, but the results are not satisfactory. Some of the acquired foreign brands even have "reverse growth": the "foreign flavor" that they are born with is gone.

After 44 years of development, Sonia Rykiel has long been an independent, bold and free fashion. Sonia Rykiel herself is the best endorsement of her works, full of feminism, naughty, and free. How to manage Sonia Rykiel brand culture is closely related to the life and future of the family business.

The Chinese Apparel Group's acquisition of foreign brands is only a starting point. The "bringing doctrine" of big money smashed can only come from a brand shell. M & A is only a means to truly realize the localization of foreign brands, followed by effective management is the key to success. Most mergers and acquisitions are caused by the irreconcilable differences in the corporate culture and management methods between the M & A and the brand. Chinese garment enterprises must first consider the running in and collaboration between the local management team and the overseas management team.

For Chinese enterprises who want to expand the international market by acquiring foreign brands, the most important thing is not only capital investment after merging, but the integration of the original enterprise and brand culture. Effective management and management method is the "continued life Dan" of enterprises' continuous profits and foreign brands continuing to shine.