Shenzhen Women'S Clothing Brand Mars Phil Bought Krizia

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From P to February 25, 2014, the 2014 autumn and winter fashion week in Paris is developing vigorously. Reports from the correspondents at the scene show that the performance of Chinese designers is more eye-catching, and many designs of international luxury goods are independently designed by Chinese designers or collaborated with other designers. At the beginning of fashion week, the famous woman dress brand, Shenzhen, bought the Italy brand Krizia, which is an old brand of Italy and a frequent visitor to Milan fashion week. Experts said: "the acquisition is very meaningful, indicating that Chinese enterprises have the courage and strength to try to make a first-line brand." < /p >
Lu Xiaoming, former president of MontBlanc, believes that clothing and jewellery are the two most likely industries to make luxury goods in China, and the two industries are the most eye-catching in the world. These brands spend great efforts in fashion week, Film Festival and other activities. What value and benefits do they have to open a shop abroad? What experience do they share? < /p >
Valentine's Day was not long ago. In the media of fashion capital Italy, there was such a feeling that the man I pursued in my life was taken away by Chinese women! < /p > p
< p > this Chinese woman is Zhu Chongyun, the co founder, chairman and chief designer of high-end clothing brand Shenzhen Marisfrolg. According to Reuters, Krizia, the oldest clothing brand in Italy, has the meaning of "pursuing a perfect man in my life" and is now being bought by Mars Phil, China. < /p >
< p > "Fendi, Bvlgari, Paul Pia Aa and other brands made in Italy belong to the French LVMH group. One of the most profitable brands is Krizia." Italy media said. < /p >
< p > for the acquisition effect, Zhou Ting, President of the Institute of wealth quality, thinks that we still need to observe, "although many Chinese enterprises are going out now, we are always buying the existing brands in the downstream of the industrial chain. The commanding heights of future high-end brands in the field of raw materials supply, whether monopoly or more productive capacity is an important factor in determining the future. This is a very good reminder for Chinese enterprises. " < /p >
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< p > "at the end of February 2014, Mars Phil and Krizia reached a takeover agreement. The two sides revealed that the details of the cooperation were still being discussed, and the transaction is expected to end in late spring 2014." Krizia issued a notice on the official website, but the amount and details of the transaction were not disclosed. < /p >
< p > it is reported that in 1964, Krizia officially launched the first series of Palazzo Pitti in Florence, and reached its peak in 1990s, and sales declined. In 1994, Krizia entered the Chinese market. By 2003, Japan became the largest market for Krizia. < /p >
< p > Krizia is still owned by the founder, Italy designer Mariuccia Mandelli and her husband. However, the couple are now over 80. There is no intention to take over the children under the knee. Not long ago, Baozi, who was listed in Hongkong, was contacted by a Saudi investor. The investor expressed his intention to invest. < /p >
< p > "in the next five years, Mars Phil will open a Krizia flagship store in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu, and will gradually set up flagship stores in Europe, Japan and the United States." Notice indicates. < /p >
After P, Zhu Chongyun will be chairman and creative director of Krizia. Krizia founder Mariuccia Mandelli said: "my team and I are very happy about Zhu Chongyun as a successor to Krizia. She has the ability to lead Krizia in the world. " < /p >
< p > Zhu Chongyun will be the chairman and creative director of Krizia, headquartered in Milan. She said: "my mission is to retain Krizia's own fashion ideas and make bold innovations. I am an admirer of Mariuccia, and I am proud to take over Krizia and lead its business to a new height. < /p >
< p > Mars Phil was founded in 1993, the announcement shows that in 2013, the company's annual sales exceeded RMB 2 billion 500 million yuan, occupying the highest market share of China's senior women's clothing. Its 400 direct outlets are located in mainland China, Macao, Korea, Singapore and other places. < /p >
< p > Mars Phil was relatively low-key about the acquisition and did not comment on the takeover. < /p >
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< p > since 2013, the major Chinese enterprises have speeded up the strategic deployment of internationalization, especially many Chinese enterprises, through foreign capital acquisition such as takeover and agency, and so on. < /p >
P has always been a foreign luxury group coveted Chinese brands: the group of Shanghai will earn its income in the past. Te A Jill bought Shuijingfang, and LVMH brewed Wenjun liquor. < /p >
< p > Zhou Ting believes that the international luxury group is more frequent in contact with international media groups, and immediately after its accession to China, it has global fame. < /p >
< p > "at present there is a trend that more and more new capital enters the field of luxury goods for M & A, but the merger route between Chinese enterprises and foreign groups is not the same. Chinese enterprises often buy their existing brands at the high point of the other brands and at a higher price, but the foreign mature luxury goods group is making efforts to acquire assets and materials suppliers. The commanding height of future high-end brands lies in the supply field of raw materials, which is a reminder to Chinese enterprises. Why should we buy the existing brand? Should we go upstream? "Zhou Ting told reporters. < /p >
< p > Zhou Ting has made several suggestions for the acquisition of foreign luxury brands in China: first, make the original product line more clear; two, we should re locate and combine the existing brands; three, we should strengthen investment in the promotion. Take Mars Phil's acquisition of Krizia as an example, although Mars Phil has a place in the Chinese market, and Krizia brand abroad is also high-end, but its popularity is relatively low. If Chinese consumers do not understand this brand, they will not buy it. The promotion of this brand takes time and needs to be re hatched. In addition, China's high-end clothing brands also need to seize the current market trend. With the development of electronic business and mobile terminals, enterprises need to innovate in business mode in time. < /p >
Liu Jianxiu, senior advisor of CIC consultant, believes that the internationalization trend of Chinese high-end clothing brands in the future is to enter the mainstream clothing market such as Europe and the United States P. The opportunity is supported by the state and provides more preferential policies. Moreover, the economies of Europe and the United States have not yet recovered, and China's investment in the region is more open. The challenge is mainly that the international influence of Chinese clothing brands is weak, and the pressure of entering the European and American market is quite great, and it is not very familiar with the market situation, and is in the stage of "crossing the river by feeling the stones". < /p >
To be internationalized, Chinese high-end clothing enterprises like Mars Phil have a long way to go in brand upgrading. P < /p >