Semir's Acquisition Of GXG Turned Out To Be A Fun Game.

In late June 2013, Zhejiang Semir Clothes & Accessories A Limited by Share Ltd announcement triggered China. clothing The shock of the world: the company intends to spend 19.8 to 2 billion 260 million yuan to purchase 71% stake in Ningbo zhe Mu hang holdings limited to Zhejiang Zhong zhe Holding Group Co., Ltd. and personal shareholding shareholders. Semir's acquisition of GXG's drama has been opened. However, when the media and people in the industry were concerned about this, in the evening of January 2, 2014, Semir dress again made a low-key announcement: because the company and the transferor failed to reach agreement on the specific terms of the equity transfer agreement, Semir clothing and transferor failed to sign a transfer agreement on equity in December 31, 2013. In accordance with the framework agreement, Semir's purchase of Ningbo zhe Mu sang Holdings Limited's equity framework agreement will be terminated (terminated). So far, the news, which once called the biggest acquisition of China's garment industry, has become a game to play with you.

When we look back once again, what has happened to all parties concerned after six months of vigorous speculation?

First of all, look at zhe Mu Shang, which is definitely a inspirational story of the Chinese clothing industry. The 1978 born Ningbo people, Yu Yong, started with the sale of bedding products in Ningbo's Bo Yang Group, and then worked in the market operation of Taiping bird's clothing. In 2006, he met the "noble" Yang Herong. At the end of that year, he resigned and formed a management team. He started the GXG development tour through 5 million yuan initial venture capital. From the first store opened in 2007 to 2012, it has formed a large apparel brand enterprise group with a business income of 1 billion 398 million yuan and a net profit of 206 million yuan in just 5 years. Its "GXG" and "gxg.jeans" brands have opened about more than 1200 retail stores in mainstream stores and shopping centers nationwide, and have completed the transformation from "cock silk" to "rich handsome" and "white Fu Mei". If Semir's acquisition of zhe Mu Shang is a change of ownership in the industry, it is rather an incentive for many garment enterprises in China: when those small and medium-sized brand owners struggling in 2013 and learned about this matter from the media, a vision of the future will come again. Although the final result has not been able to wait for "spring blossoms", at least, the hope of "facing the sea" has been displayed in the eyes of zhe zhe Shang. In the future, whether through equity cooperation or domestic or foreign capital market, the takeover process will provide enough attention to "eye" for zhe Zai Shang. With the increase of subsequent profits and sales of enterprises, equity prices will only rise to a higher level.

As the author of the acquisition. Semir It can be seen that since the listing on the Shenzhen stock exchange in March 2011, the first price of the apparel industry from the time of the first price up to 67 yuan / share and the market value of up to 44 billion 890 million yuan, to the present, the stock price has been lingering in the range of 20 yuan, "Xiong Lu Road", it should be said that this is the true market portrayal of Semir at this time. The Semir brand is a large fashion brand group founded in 1996. Its products include men's wear, women's wear and children's wear. However, with the lagging behind of the market operation and the lagging behind of the market operation, the enterprise has formed a vicious circle of increasing scale, but the growth rate of revenue has been slowing down. Therefore, Semir group urgently needs to create a new brand to provide group performance, and make use of the business channel and customer group which is different from the original Semir to achieve more abundant market resources for enterprises. Therefore, we can see whether it is the introduction of high-end menswear brand "GLM" or the introduction of the Italy entry-level luxury clothing brand Sarabanda with the famous children's clothing company Miniconf in Italy, and plans to introduce Europe (Denmark, Germany) and South Korea high-end high-end men's and women's brand in 2014, are paved the way for this goal. However, whether it is through its own creation or the introduction of business, it is more reasonable and direct to purchase the locally successful brand, so the acquisition of zhe mu can form the most direct market supplement, which can quickly bring benefits to the group. However, for listed companies, business operations for the future to achieve profit expectations is on the one hand, the actual demand should also be considered: enhance investor confidence! From 2012 to 2013, China's overall clothing industry marketing is extremely poor, Semir group must take certain measures to allow investors to see changes in the short term, or a good vision of future business expectations. If the acquisition is successful, it will enable GXG to help Semir improve its existing business strategy in channel sales and other fields. At the same time, it will enhance Semir's taste in the eyes of the public and realize its brand diversification. If the takeover fails, it can also show its strength and expected behavior to investors and the market. With nearly half a year's media hype, eventually "Cheng" will make profits, and "loss" will be named.

With the entry of China's clothing retailing industry in 2010, the involvement of e-commerce channels has brought a great impact on the traditional retail system. On the one hand, with the transformation of social factors of urbanization and the popularity of multimedia electronic media carriers, the original cities and markets which are different from different levels are becoming more and more confused, which enables consumers to understand the essence of personal consumption more clearly. On the other hand, in the process of setting up and planning channels and lagging channels, lagging business ideas and inefficient market regulation methods have limited the growth of Chinese local clothing brands. However, over 20 years of market development, we can see that the pool of resources has created conditions for the integration of local markets. In the early days, we saw more and more foreign brands coming into the Chinese market through the form of agency and cooperation. In the future, we will see more stories about the acquisition and integration of China's own brands.

Zheng Lei, an expert in clothing brand planning and market image building, is a lecturer in terminal operations. Former researcher of the national clothing Productivity Promotion Center, has been appointed Navigare brand director of any famous clothing brand. For a long time, it has helped domestic and foreign clothing brands to develop and improve their own brand planning path, providing them with excellent market image and upgrading services, participating in the brand's strategic development planning and marketing management guidance and training many times.