Chinese Local Clothing Brands Acquire Foreign High-End Brands And Actively Change Strategic Layout

As consumers are on the high end clothing The consumption budget of category increased, many Chinese local clothing. brand We are looking for ways to make Chinese clothing brands more "high-end, fashionable and internationalized" through acquisitions, joint ventures and equity participation.

In fact, in the past two years, the tide of mergers and acquisitions in garment industry is surging in Hongkong. list Focus on the mainland market Men's wear Enterprise China apparel Holdings Limited (01146.HK) is frequently launched, through joint ventures or direct acquisitions, the London Fog, Zoo York, MCS (original Marlboro Classics), Henry Cotton "s" and "Henry" and a series of high-end clothing brands in Europe and the United States into the bag. Similarly, 00891.HK, a listed menswear company in Hongkong, has acquired Kent high-end brands such as Curwen & Gieves & Hawkes in recent years.

Coincidentally, the apparel retail enterprises listed on the mainland also actively participate in the acquisition of overseas high-end brands. According to the announcement of the listed companies, earlier this year, the mainland men's clothing listed company, Guangzhou's card slave Road clothing Limited by Share Ltd (002656.SZ) bought 51% stake in Italy LEVITAS S.P.A. in 40 million 680 thousand euros, and indirectly obtained the Dirk Bikkembergs brand's brand operation authorization in mainland China. Recently, in Shenzhen, Shenzhen, 603808.SH, a listed women's clothing company in Shenzhen, announced the acquisition of the trademark ownership and the right to use the Laur l l in the mainland of China for 11 million 180 thousand euros, and will have the independent design, pricing and production rights of the L Brand in mainland China. According to sources, in the acquisition of Laur L, at the same time, the company is still negotiating the acquisition of high-end women's clothing brand Ports (baozi), the spanaction price is expected to reach 3 billion. According to the LadyMax fashion network, Mass Phil Fashion Co., Ltd., also from Shenzhen, Shenzhen, bought the Italy garment brand Krizia in 2014.

Under the current downturn of the consumer and retail market in China, the extensive mode of duplication of shop expansion has been severely challenged. Therefore, clothing brand hopes to strengthen cooperation with overseas high-end brands through mergers and acquisitions, joint ventures and equity participation, so as to establish a multi brand portfolio that can cover the whole "lifestyle" field in an all-round way. Local brands have landed in the capital market, providing them with financing channels to acquire foreign high-end brands, prompting them to actively change their strategic layout. In addition, strengthening international cooperation can also combine the professional skills of European and American teams in product design, brand promotion and marketing, and the mature experience of Chinese team in supply chain, channel expansion and Chinese consumer cognition, so as to jointly expand the Chinese market.