Interpretation Of The Warning Significance Behind The Failure Of Semir'S Acquisition Case

< p > failed to start. It seems that the spring of garment enterprises has not yet arrived.

Last week, it was seen as the largest acquisition of a href= "http://www.91se91.com/news/index_c.asp" > garment industry < /a > to date.

Although many speculation has been made about the failure of the paction, Semir and zhe Mu Shang still remain silent on the details.

In the industry's view, the failure of Semir's merger and acquisition has sounded the alarm for the entire garment industry. In the next 3-5 years, the garment industry will continue to be depressed, and a series of actions in the adjustment period will need extra caution.

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< p > < strong > merger alarm < /strong > < /p >.

< p > Cheng Weixiong, executive director of Yalu holdings director, said that the so-called cooperation is your willingness to act. The amount of the purchase will not agree with each other, which will directly affect the cooperation between the two sides.

At present, in the face of the challenge of the whole market in the clothing industry, the cooperation between brands should seek the greatest common divisor, or reduce the pressure from the brand management mode through complementarity, or look for new growth points by borrowing the market of both sides.

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< p > however, due to the overall downturn in the industry, Semir and zhe Mu are still under pressure in the business mode.

Cheng Weixiong believes that the cooperation between Semir and zhe Mu Shang is neither inclusive nor even inclusive. Even if this paction is successful, the future integration will be more difficult.

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< p > for the abortion of the largest acquisition in China, it is not only Semir but also a wake-up call for the entire garment industry.

< a href= "http://www.91se91.com/news/index_c.asp > > garment enterprises < /a > need careful consideration. We can not rely on the acquisition of growth brands to pick up cheap ways to improve the company's profitability.

"In mergers and acquisitions, we must consider several strategic levels such as inter firm positioning and brand positioning. Such cooperation will be more beneficial to the development of both sides."

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< p > strong > complementary brand is not the most preferred, < /strong > /p >

< p > at present, the clothing brands such as American bond, < a href= "http://www.91se91.com/news/index_c.asp" > Semir < /a >, Bosideng, Langer, and nine Mu Wang (601566, stock bar) have launched many brand strategies to enrich the brand product line.

In the multi brand strategy, on the one hand, clothing enterprises can create their own brands, and on the other hand, they will be acquired through acquisitions.

Complementary complementary brands are generally the goal of acquiring garment companies.

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"P > independent shoe clothing commentator Ma Gang believes that brand acquisition is one of the most important breakthroughs in clothing industry in the" cold winter ".

"As a result, it is difficult for garment companies to break through the existing product line and channel structure, and acquisition has become one of the best ways."

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< p > however, complementary brand is not the most correct choice for garment enterprises to acquire.

Cui Hongbo, chief executive of brand management consultant limited in Shanghai, said that the premise of brand acquisition must be a rising sun brand, not in an area that is not good at buying.

Even if the acquirers want to expand their territory in the new field through brand acquisition, Cui Hongbo believes that in the selection of differentiated and complementary brands, the acquired brands have certain opportunities and opportunities for development in their respective markets.

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< p > in the acquisition of Semir and zhe Zun Shang, the GXG brand of zhe Mu Shang is facing a highly competitive and full market.

Because China zhe Mu is still a non-listed company, its performance is not completely pparent, although it can not accurately determine the brand value, but according to the recent development of the clothing industry, GXG brand dividends are gradually disappearing.

In the process of negotiation and purchase, perhaps Semir is not ready yet. After the assessment and negotiation, the deal has not been completed.

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< p > < strong > moderate growth is hard to drop slump < /strong > < /p >

< p > sharp decline in net profit has become the theme of the three quarterly report of garment enterprises last year.

It is time for clothing companies to pull themselves together.

In the Beijing Commercial Daily reporter's interview, many people in the industry are not optimistic about the development of garment enterprises this year or even in the next 3-5 years.

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< p > for the judgement of the overall performance of last year, the US side expects that the overall net profit of the company will fall 30%-50%, and the clothing enterprises of the wedding bird (002154, stock bar), the seven wolves (002029, the stock bar) and Hinur (002485, stock bar) will also release a sharp drop in net profit.

The main brand growth is weak, the large consumption at the beginning of the pformation and the sharp reduction in the order quantity will cause the garment retail market to remain depressed.

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< p > in Ma Gang's view, this year's garment industry is still very difficult to get out of the downturn, and the whole industry will be in a moderate growth stage for a long time.

"Most clothing companies will not see extreme changes in high growth and big dive, but the whole day will not be too good."

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< p > Cui Hongbo said that the whole garment industry will still be full of variables in the next few years.

"Although the acquisition of Semir has failed, the acquisition of brand names is likely to happen again in the future."

Cui Hongbo suggested that clothing enterprises should not blindly pursue the market's large and complete, but pay attention to brand equity health, product style, clear line and personality value brand acquisition.

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< p > Cheng Weixiong believes that the acquisition of garment enterprises will not be a normalization behavior, but a single act of enterprises.

After all, the acquisition is not simple. The acquirer must have a strong financial strength, and under the premise of clear positioning, he can find out the positioning and market prospects of the acquired brand.

"These are even more important for listed apparel companies.

Each of them moves the nerves of investors.

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