South Korea'S Acquisition Of European Luxury Brands To Open Up International Market

Direct acquisition of the fascinating historical background of Europe

This measure can not only borrow the popularity of the brand, but also learn the craftsmen craftsmanship in Europe.

On the leading trend, South Korea's entertainment industry, which is supported by powerful film, music and idol stars, attacks the Asian market, and often lets the unknown brands quickly become familiar to consumers.

Because of Korean dramas and fire brands and wear more than a few, the poor heroine also need to change a few sets of dress a day, whenever there are Korean TV ratings broken table, the most important is fashion bloggers to the whole drama clothing market, become a certain degree of clothing guide.

For South Korea, one of the best ways to open up the international market is to buy directly the fascinating European luxury brands with historical background.

But this practice is also a "roundabout tactic" aiming at China's luxury consumer market.

China's huge demand for luxury goods, which no country can afford to ignore, has brought vitality to the weak market in many countries. Overseas consumption in 2014 increased by 9% compared to 11% in the domestic market.

For example, we reported earlier.

Income surged, with Chinese tourists visiting Japan spending 277 billion 500 million yen in the first quarter, accounting for about 40% of global tourists. On average, about 60% of each person spends on shopping.

And Chinese consumers are still very much in favor of European luxury brands, especially leather goods and fashion lines.

At the end of 2011, Samsung Group's first hair weaving company bought Italy luggage brand Colombo via della Spiga, and later entered Hongkong, Han Xing Zhi long, Gianna Jun, Choi Siwon and so on repeatedly raised this brand handbag to increase its brand exposure.

EXR Group acquired French brand Castelbajac in the same year.

In 2012, SHINWON acquired Italy's clothing brand Remeo Santamaria 100%, which originated in Milan in 1947 and was named after the production of top crocodile skin and ostrich skin. It was once a favorite brand of the late Princess Diana and Hollywood actress Tom Curise.

After the acquisition, it expanded into a comprehensive brand and entered the Chinese market in the following year.

This initiative can not only borrow the popularity of the brand, but also learn from European craftsmen, and become a technology and experience guarantee for Korean local enterprises to expand the global market.

E.Land World Ltd., which acquired most European brands, has acquired Italy clothing brand Lario, Belfe since 2010.

Peter Scott, the following year, it bought Scotland brand Look Of Scotland and Italy luggage brand Mandarina Duck (Italy mandarin duck) (yes, "all professors", Jin Yubin carried several shoulder bags in Korean dramas, that is, this brand), and acquired Italy shoes brand Bruno Magli in 2013, and these brands basically entered China in the second years after the acquisition.

The Korean enterprise's takeover of Western luxury brands probably originated from the European debt crisis. The economic downturn caused many fashion brands such as Italy to not sell at a low price. South Korea began to buy it by gradually increasing its popularity abroad and the strong financial resources of various family chaebol.

In addition, American sports and outdoor brands are also listed in Korean companies.

It is still E-land. In January 2013, it bought the famous sports brand K-Swiss for $170 million, and settled in the Chinese market in October.

Han outdoor clothing ranked third in BLACK YAK and completed the acquisition of NAU, an outdoor apparel brand in the United States at the end of 2014.

NAU is a high-end outdoor clothing brand created by developers of products such as Nike and Adidas in 2007. It has more than 100 stores in the United States, opening up the North American market through acquisitions, and expanding its market in Europe and China.