Semir Apparel 2 Billion Acquisition GXG Wants To Complete The Layout Of Different Consumption Level Market.

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< p > June 19th, < a href= "http://sjfzxm.com/news/index_f.asp > > Semir < /a > announcement, the board of directors adopted the motion on the framework agreement of the company to buy shares of Ningbo zhe Mu sang Holding Co., Ltd., and purchased 71% of the shares of zzmu, including Yang Herong, Yu Yong and other five people, and the paction volume is expected to be between 1 billion 980 million yuan and 2 billion 260 million yuan.

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< p > by the end of 2012, the net assets of zhe Mu Shang were 270 million yuan, so the premium of the acquisition was more than 10 times.

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< p > Semir's handwriting is by far the largest paction of brand acquisition of traditional a target= "_blank" href= "http://www.91se91.com/" > clothing /a.

Through the acquisition of zendu Shang, a local mid end fashion Brand Company, Semir wants to complete the layout of different consumer level markets.

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< p > it is worth noticing that Semir's a target= "_blank" href= "http://www.91se91.com/" > dress "/a", which relies on self built brand and channel, has been buying news frequently, and the trend of pformation and extension development is obvious.

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Qiu Jianqiang, vice chairman of Semir apparel, told reporters that the next step will be to actively create high-end clothing business in P.

"A memorandum of understanding has been signed with a high-end women's clothing brand in South Korea.

In addition, a European high-end men's wear and a European children's wear have been implemented, and the results will soon be seen.

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< p > today, the acquisition has finally become a nail in the cake. The three major brands of GXG formally entered Semir's clothing system, and made a large-scale expansion of Semir's middle end men's and children's wear product lines.

Previously, Semir apparel owns two brands of casual wear, Semir and Barbara children's clothing, and the market share is at the leading position in the country.

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"P" has repeatedly expressed its desire to enter Semir clothing in the high-end apparel industry.

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< p > according to zhe Mu Shang, the company has been developing for six years, from the sales performance of less than three million in the initial 2007 to the terminal sales of nearly three billion yuan in 2012.

It owns the men's wear brand GXG, the urban youth brand gxg.jeans and the children's wear brand gxg.kids launched in August last year.

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< p > by the end of last year, the total number of GXG stores and gxg.jeans stores reached around 1200.

"Among them, the main brand GXG stores are about more than 900, and the number of gxg.jeans stores is more than 300 jeans, while the children's wear brands now have about thirty or forty stores."

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< p > 2013, the company began to develop AND G. joint flagship store. This one-stop fashion dress experience is made by Zhong zhe mu for different brands. < /p >

< p > < strong > reveal the bottom of Zhong zhe Shang Shang < /strong > < /p >.

< p > before the announcement of the acquisition of Ningbo zhe Mu Shang, the clothing brands of the Semir clothing phase were different in the market, and the highest voice was the famous brand GreenBox of children's clothing (green box) in China.

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< p > soon, the green box denied the market rumors on the grounds of "accepting only strategic investment at this stage".

Subsequently, the real protagonist zhe Mu was still in the line of sight, but the company, which owns the famous clothing brand GXG, faced different reactions to the rumors of takeover.

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"P" earlier, zhe Mu Shang told the media that the news of Semir clothing's acquisition will not be true, despite the "combination boxing" attempt of many well-known high-end products at home and abroad.

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< p > Yu Yong, general manager of zhe Mu Shang, said that the proportion of GXG brand direct operation and franchising is about two to eight. The second tier cities are mainly direct battalions, while other markets are the main franchising channels.

At this stage, children's wear is insisted on direct sales.

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"P >" the company has strategic cooperation with major stores such as Yintai and Parkson, and at least occupy the top three places of these channels.

The company is made up of 300 big customers, and terminal profit and continuous growth are the biggest driving force for us to continue to shop.

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< p > Semir has announced the corresponding plan for the acquisition of high premium and the placement of the founding team of the acquirer.

In the commitment, zhe Mu still has a net profit of not less than 265 million yuan in 2013, but net profit in 2014 and 2015 is not less than 20% over the previous year.

If the performance is lower than the above commitments, the pferor will make corresponding compensation for the company.

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< p > in addition, the company will retain all the management team of zhe mu, and the remaining shares of the acquirer may be acquired by Semir apparel in the future, while the possibility of GXG team's corresponding equity incentive will not be ruled out.

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< p > < strong > pformation of "acquisition machine"? < /strong > /p >

< p > "Chinese clothing brand begins to develop from mass production to individuation and diversification.

Semir hopes to cover different levels of consumers through multi brand operation. The fashion and children's clothing covered by the GXG series will become a new bright spot for Semir's development. The two sides aim to build a win-win platform together.

Qiu Guang, chairman of Semir apparel, said.

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< p > by the way of Semir clothing's GXG brand, it is easy to see that its long store purchase plan will be released densely.

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Xu Bo, executive vice president of Semir apparel, revealed recently that in September this year, the company will also cooperate with Miniconf, a famous children's clothing company in Italy, to introduce Italy's famous luxury children's wear brand Sarabanda P.

In March next year, the company also plans to introduce high-end brand names for men and women in Europe (Denmark, Germany) and Korea.

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Less than P, not only that, the expansion of Semir's internal external product line has also entered a harvest period.

Qiu Jianqiang pointed out that there are several incubator projects in the company's related departments, including clothing and supplies for 0-4 year old infants, and also ready to create a one-stop fashion brand collection of < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > and other supplies.

In addition, it may also promote sub categories for different age groups and styles in the future.

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< p > the outside world is concerned about Semir's pformation from its organic growth to the "joint venture + overseas acquisition". The integration and innovation after acquisition become the core issue of Semir's next stage.

And the same way to focus on the development of another domestic clothing giant 002269.SZ.

Many people in the industry believe that Semir's entry into the high-end leisure industry is also seen as a strong challenge to the United States, which has been "losing hands" in recent years in the field of self built brand and e-commerce.

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< p > "it is in recent years that China's garment industry has experienced many years of rapid development and inventory crisis. Now this stage has begun to enter the downstream channel as a whole, which has given an opportunity to enterprises like GXG."

Zhang Jian, general manager of CITIC Securities mergers and acquisitions business line analysis, said: "in the past few years, the domestic clothing brand's self built cost is relatively lower, until now, it must be the acquisition cost more cost-effective.

I believe that in the future there will be more large-scale local garment groups like Shen Ma such as mergers and acquisitions.

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Semir apparel, which has been listed and has relatively abundant capital pool, will be used as the main source of acquisition funds in the future. < p >

Semir said that with the intensification of competition in the industry, the future garment industry will enter the large group of industry mergers and acquisitions to achieve the path of deep development, and the company will support mergers and acquisitions through issuing bonds and stocks in the future.

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