Hongkong Li Feng Wants To Buy French Sonia&Nbsp; Rykiel&Nbsp; Localization Of Foreign Brands Is Not Simple.

French brand Sonia Rykiel recently announced that it is currently in contact with Fung Brands, a major shareholder of Feng Feng Group in Hongkong, to pfer to 80% of its shares.

If the talks are successful, the French family fashion company, founded in 1986, will hold only 20% of the shares, and the specific price is not disclosed.

According to the news, negotiations will be completed in the next few days or weeks. The daughter of Sonia Rykiel, the brand's chief executive and creative director Natalie Rykiel, will serve as vice chairman of the board.

Family businesses' external worries and internal troubles

Sonia Rykiel is the same name brand of French designer Sonia Rykiel.

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.

In the hands of Natalie Rykiel, the brand radiate youthful vigor, women's clothing,

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 pfer 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 make the brand develop better in the market. 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.

After the successful purchase of French luxury shoe brand Robert Clergerie by Fung Brands of Hongkong Li Feng Group in 2011, the Belgian Royal leather brand Delvaux, founded in 1839, was returned to the door.

The powerful Fung Brands is ready to move closer to LVMH, the world's leading luxury group.

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.

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 won more than 20 well-known brand ODM processing businesses, 5 authorized licensing brands such as Nautica, Perry Ellis, etc. the acquisition of LOTTO brand in China for 20 years by the Li Ning Co has been 20 years' brand agency. The example of the Chinese clothing group's acquisition of overseas brands is not uncommon, but the results are not satisfactory. Some foreign brands have even acquired "reverse growth": innate "foreign spirits" are gone, and they are also faced with acclimatization.

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.

We hope to expand the international market by acquiring foreign brands.