The Acquisition Of Senda Has Led To Great Changes In The Pattern Of Jiangsu Footwear Brand?

On November 13, 2007, following the successful acquisition of FILA's Chinese trademark in September, Baili International Holdings Co., Ltd. (1880hk, hereinafter referred to as Belle International) announced that it would acquire five companies under Jiangsu Senda. New Belle, a wholly-owned subsidiary of Belle International, has signed a restructuring agreement with Jiangsu Senda on November 11. According to the agreement, new Belle will acquire 5 companies wholly controlled by Senda, with a purchase amount of about 1.6 billion yuan. The scale of this merger and acquisition has set a record in China's shoe industry. M & a cooperation has become a key word for Jiangsu enterprises at the end of the pig year. A large number of well-known enterprises in Jiangsu are branded with the brand of "merger and acquisition". "SAIC" merger and acquisition of "NAC" has an extraordinary impact and significance in China. The purchase of "Senda", the earliest well-known trademark of China in Yancheng, Jiangsu Province, has also attracted much attention. In Suzhou, Carlyle's entry into Suzhou catering industry as a capital with international background has given us too much enlightenment and thinking. Objectively speaking, M & A is a resource reorganization of enterprises and a normal market phenomenon. People pay attention to the merger and acquisition of enterprises, which is often an expectation and a reflection. Why do companies that seem to be brands in the industry change ownership overnight? Why a year ago, the brand that was not very impressive can quickly develop into the industry leader? For enterprise leaders, merger and acquisition may mean the weakening or loss of power, but for the enterprise itself, merger and acquisition means an opportunity, which means that the enterprise injects new blood and obtains rebirth or rebirth. How to reshape the image of a new brand in Suzhou. new Belle acquired "Senda" by 1.6 billion yuan. An economic observer in Yancheng believes that Yancheng's well-known local shoe brands will not exist. " In the next few years, there will be no more than five mainstream brands in China's shoe industry. The observer's prediction has been widely recognized by some local shoe leather industry leaders in Yancheng. the market has its flexible side. Although the shoes business of Senda group was acquired, it also brought a revolutionary opportunity to the local leather shoes manufacturing enterprises. How to become bigger and stronger and create local well-known brands is a problem that all shoe manufacturers in Yancheng should think about. to choose Senda is to choose a brand Baili international, China's largest women's shoes retailer, has merged with Senda shoes, which once occupied the throne of "China's first men's shoe brand". "we don't accept any interview on this matter. You can read the announcement." New Belle shoes (Shenzhen) Co., Ltd. said on the phone. According to the relevant public notice, new Belle has signed an agreement with Jiangsu Senda on November 11. New Belle will acquire 5 companies wholly owned by Senda, with a purchase amount of about 1.6 billion yuan. The five companies are: Jiangsu Senda Shoes Co., Ltd., Zigui Yongxu Shoes Co., Ltd., Jiangsu Senda Group Three Gorges Shoes Co., Ltd., Shanghai best shoes Co., Ltd., and Shanghai xiweideng International Trade Co., Ltd. Before the acquisition, Jiangsu Senda will inject capital into one of the above-mentioned five companies by transferring land and property, and transfer some trademarks and intellectual property rights related to Senda, Besto, haorenyuan and other brands owned by Senda group to xinbaili. "the brand value of Senda is one of the factors we look at." The person in charge of new Belle said that Senda group is one of the largest shoe retailers in China, and Senda brand ranked fifth among China's top ten shoe sales revenue in 2006, and Senda is also an authorized distributor of British "Qile" brand shoes in several provinces in China. "the sales volume of Senda shoes industry in the group accounts for more than 55%, and its profit is also the best." The relevant person in charge of Senda group said, "this is the cooperation of women's shoes boss and men's shoes leading enterprises. After more than half a year of talks, Bailey can build a leader in China's shoe industry through capital integration, and Senda group can develop in other industries. " our reporter learned through reliable channels that the two sides will pay 200 million yuan in cash as a deposit within 7 business days, and pay off the balance on or before January 10, 2008. Now, Zhu Xianggui, the chairman of the board of directors of Senda Shoes Co., Ltd., has left Senda shoes industry. Two senior executives from Baili have been stationed in Senda shoe industry as general manager and marketing general manager respectively. After the acquisition of "Senda" leather shoes, many enterprises in senyi city were embarrassed. In the face of this sudden change in the market, some people in the industry said that the "post Senda era" of local leather shoes enterprises in Yancheng has come. "we all know this, which means that Yancheng local famous brand of shoes will no longer exist." Some of the people who bought the shoes in the salt city showed their heart. "In fact, in addition to the shoe manufacturing industry in Jiangsu Province, the manufacturing industry can even be counted as the manufacturing industry." Yancheng City license leather shoes factory season winning the bid directly and clearly told our reporter. Ji's winning the bid has been confirmed by peers. In addition to a local leather shoes manufacturing company, only one of the local enterprises that made shoes was found on the list of Jiangsu Shengda Shoes Co., Ltd. by telephone. this enterprise, founded in 1987, has a very similar entrepreneurial history with Senda. It belongs to both township enterprises and starts from small workshops. Up to now, it has formed a multi brand strategy with the main brand "Qinsheng" as the core, "shengjiluo", "happy girl" and "Shiwei". There are more than 20 series and more than 400 varieties of leather shoes of various types, enjoying certain popularity in the same industry. Among them, "Qinsheng" brand trademark is recognized as the "well-known trademark" of Yancheng City and the "famous trademark" of Jiangsu Province. "I already know the news," Qi Fengqing, chairman of Jiangsu Qinsheng shoes industry Co., Ltd., said in an interview with our reporter on December 26, "you don't have to interview me, you can interview other enterprises. Now our enterprise development is fairly good, continue to work hard." As for other issues, Qi Feng is not willing to say too much. in fact, after the acquisition of Senda by New Baili, the lack of well-known brands in Yancheng's local shoe industry has led some leaders of shoe manufacturing enterprises to place more hope on Jiangsu Qinsheng shoe making industry Co., Ltd. After the acquisition of the famous brand of Yancheng, it is expected that the new brand of Yancheng will not be able to meet the market demand. It can be said that the famous brand of Yancheng local shoe industry needs to be reshaped. "brand is the name or symbol of a product or a service. The popularity of a brand is the feeling and satisfaction of a product or service in the minds of consumers. In the fierce competition of market economy, the sustainable development of enterprises needs the support of brands. Whoever has the favor of consumers will have the initiative of the market. " Danzhu, an observer in Yancheng, believes that the lack of independent brand is the bottleneck restricting the development of enterprises. At the same time, brand is an intangible asset of an enterprise. Its value, personality, quality and other characteristics can bring important value to the product. Even if the same product is pasted with different brand marks, the price will be greatly different. Therefore, enterprises should register patents and trademarks to get the protection of the brand by law, so as to prevent others from damaging the brand's reputation or illegally misappropriating its brand. " In addition, brand is not equal to a famous brand, said Danzhu. It is not uncommon for managers of local enterprises in Yancheng to confuse famous brands with brands. As long as we know that the famous brand is a mistake, we often make a mistake. Under the guidance of this misunderstanding, enterprises tend to focus on advertising and ignore the connotation of brand cultivation. A market economist of Yancheng Normal University believes that "the market has its flexible side. Although the shoes business of Senda group has been acquired, it also brings an opportunity for local leather shoes manufacturers. How to become bigger and stronger and create local well-known brands is a problem that all shoe manufacturers in Yancheng should think about." Danzhu said, "it's useless to say more. In order to achieve the success of Senda brand, Yancheng local leather shoes manufacturing enterprises still need to make hard efforts."