Shandong Ruyi Merger International Light Luxury Brand Local Enterprises Counterattack

On the evening of March 31st, Shandong Ruyi group, a famous textile manufacturer in China, announced that it had acquired a majority stake in the French luxury brand SMCP, and the total paction volume was not announced.

From a variety of sources, the total amount of the paction involves debt or up to 1 billion 300 million euros.

After the equity changes, the company's founder Evelyne Chetrite and Judith Milgrom two sisters and the old private investment company KKR group will hold a minority stake.

Among them, J.P. Morgan is the exclusive financial advisor of Shandong Ruyi group and is the exclusive underwriter of paction related debt financing.

The hot situation of overseas mergers and acquisitions of Chinese enterprises has been going on for a long time.

Earlier, there were some high-end brands in the M & a market.

The trend of pragmatic choice and cooperation with low-end or mid-range brands has been dubbed "down marriage" by the industry.

Morgan chase global Dealogic data show that in 2015, China's total overseas acquisitions amounted to 111 billion 900 million US dollars.

This is the first time China's overseas M & A has exceeded $100 billion.

Overseas mergers and acquisitions in the first quarter of this year

Look, only one quarter of data has approached the first half of 2015.

Morgan, chief executive officer of J.P. global investment bank, Huang Guobin, said: "in the process of Chinese enterprises going out, Morgan chase can help customers to find the right bid targets worldwide."

In addition, JP Morgan's global resources can make pactions more successful.

The trading process can be described as twists and turns.

Previously, KKR held 70% stake, while the two sisters had a stake of slightly more than 21%.

Last September, KKR decided to bring the group to market.

At the beginning of this year, Shandong Ruyi group and the UK private equity fund Lion Capital were handed out to the KKR group to submit their quotations, but the SMCP group and Ruyi group were divided on the paction price, and the negotiations were shelved.

Later, in early March, SMCP decided to adopt IPO to ease the debt of 290 million euros. However, the 70% final KKR decided to conclude a deal with Ruyi group.

The possibility of KKR group clapper may be the synergistic effect after the merger: the seller and the SMCP management itself may retain a part of the stock right because it is more promising for the company's future prospects after the merger.

For Ruyi group, SMCP has a very extensive sales layout in Europe. Shandong Ruyi group can expand its brand awareness and influence in the European market with this platform. For SMCP, Ruyi group has very rich sales experience in China and Japan.

With the advantage of Ruyi group in these two markets, SMCP will further expand its influence and market share in the Asian market.

Chinese consumers are increasingly keen on "light luxury" products.

Qiu Yafu, chairman of Shandong Ruyi technology group, said that after the acquisition of SMCP, Ruyi group would not participate in the operation of the latter, but would provide support from the strategic level as a big shareholder: "combine their advantages with our existing advantages in Asia, especially in China."

Qiu Yafu hopes to mark the trend of "being deeply rooted in Paris's fashion" as a way to become a comprehensive giant in the fashion industry.