Won The Chanel Chemical Fiber Enterprises In China

"Shortcut" is not a derogatory term. It needs strength and opportunity to cut corners in shopping malls. Shortly after the news of Shandong's acquisition of SMCP group broke out, another Chinese company entered the French fashion industry by means of mergers and acquisitions. This company is the new material of Yongsheng, headquartered in Hangzhou, Zhejiang. It is reported that the new material of Yongsheng is a French lace producer Desseilles Laces SAS, which is priced at 300 thousand euros. Prior to that, Groupe Holesco, the parent company of Sophie Hallette, a French lace manufacturer of Chanel holding company, offered a takeover invitation to Desseilles Laces SAS, but eventually the Desseilles was bought by China's chemical fiber company.

Yongsheng New Material Co., Ltd. (Stock Code: 03608.HK) was founded in 1997, the company's main business covers chemical fiber, dyeing and finishing, trade and so on. The company's differentiation of ammonia free high elastic chemical fiber and differential fabric printing and dyeing processing technology and ability is second to none in China. At present, the company has a number of professional subsidiaries, and its market is spread across more than 30 countries and regions, such as Europe, America, Middle East and Southeast Asia. In order to do well and strengthen the main industrial chain, the subsidiary companies not only imported complete sets of automated production lines and equipment such as chemical fiber, printing and dyeing from abroad, but also actively introduced foreign high-end technology experts to participate in the development and research, thus ensuring the high efficiency of production and processing and product quality in line with international standards.

According to French media reports, Desseilles said, "the reason why Chinese companies are selected from several companies with acquisition intentions is that they promise to retain 60 positions in the company's 74 staff in the next 3 years, and ensure that the production base will remain in the northern port city of Calais in the next 5 years. They want to take advantage of the French expertise in the production of lace, develop the Chinese clothing market, plan to invest 4 million euros in the next few years, and buy the Desseilles leasing factory. Yongsheng new material is the development base of the national differential fiber and dyeing and weaving products, and has the absolute raw material advantage for the lace product. This downstream is also the vertical extension demand of the enterprise industrial chain, and the establishment of the "natural base" of the quality improvement of its chemical fiber products and product development.

The acquired French lace producer Desseilles Laces SAS is a lace production enterprise with a long history. It can be seen by Chanel and shows its professional level in the field of lace manufacture. Recently, a high-end British women's clothing brand MEINGRACE (Meggie Reese), who was in Shanghai, demonstrated its advanced women's clothing made of Desseilles, and introduced the strategic cooperation between the brand and DesseillesLace lace of French Desaye lace company and the cooperation plan with the international designers in the second half of the year. According to the relevant person in charge, the MEINGRACE brand will cooperate with some famous international dress designers in the second half of 2016 to launch a luxuriant lace series daily costumes to further develop and integrate resources for the brand. The brand will take the concept of brand design as the soul and quality as the foundation in the future, and actively cooperate with brand marketing and promotion oriented organization mode, and is committed to the development and internationalization strategy of Chinese market.

Zhang Yan, CEO of Luohua investment company in Beijing, told reporters: "since 2011, regulation of mergers and acquisitions has been relaxed by regulators, and the degree of regulation is increasing. The policy environment of mergers and acquisitions is the best in history. The regulation on the management of major assets reorganization of listed companies is the most important law in the practice of mergers and acquisitions. The revised version of the regulation almost completely relaxed the regulation of mergers and acquisitions in 2014. Zhang Yan said: now the subdivision sector has fully ushered in the opportunity of industrial mergers and acquisitions.

Xue Shengwen, a senior researcher at CIC, told reporters in an interview with reporters that because of the deepening of the depreciation of RMB, domestic garment enterprises have accelerated the pace of overseas acquisitions. In 2015, Chinese fashion capital acquired over one billion dollars for overseas brands, and this trend will continue in the future.

As for how the company should formulate its acquisition strategy, Zhang Yan said: "there can be a unified strategy, that is, enterprises should take famous brand products as the leading role, and expand the professional management strategy of diversified products. Such as Wanda cinema. " Wanda cinema is a cinema line company of independent investment construction and operation management cinema of Wanda Group. Its main business is cinema investment construction and film projection. In June 2015, it acquired HG Holdco100% equity with 2 billion 246 million yuan in cash. The main business of the company is cinema line operation, movie rental, theater and outdoor advertising. In July 2015, he bought Mwai fashion culture and 15 other theater management companies, and tried to improve management efficiency by using Mwai fashion's film data analysis experience. Then, in September 2015, its strategic investment time network won 20% stake, and the two sides will cooperate to fully launch O2O cooperation.

We also see that in recent years, mergers and acquisitions in the textile field are indeed increasing. Cnndi road buys the Belgian designer brand Dirk Bikkembergs 51% for 40 million 680 thousand euros; the singer bought the German high-end women's clothing brand Laur l l in China for 11 million 180 thousand euros; Mass Phil bought the Italy brand Krizia with a market value of 500 million US dollars; he adopted the Korean subsidiary to acquire the largest Korean clothing brand AGABANG by 180 million yuan.

"The second option is to choose diversification strategy," Zhang Yan said. "That is to say, business projects cross industry, diversify risk through diversification, and improve corporate profitability. Such as Shanshan Group. Shanshan Group was founded in 1989. In the past 20 years, it has developed from a single garment enterprise to a diversified industrial cluster with five major industries, including technology, fashion, financial services, urban complex and trade logistics. Group's listed company, Shanshan stock company, its main business is Garment manufacturing After launching the unrelated diversification strategy, it has held and participated in financial enterprises such as lithium batteries, new energy and other industrial enterprises, banks and investment companies.

"Third options. strategic shift That is to make a major adjustment to the development direction, target, mode of operation or region of the enterprise, change the original resources to invest, form a new business mode, and expect to get greater profits through the transfer of the focus of operation. Zhang Yan, for example, Kaiser shares: "Kaiser shares are mainly engaged in the design, development, production and sale of clothing, the main products are women's clothing, men's clothing, leather products and accessories, etc. with the slow economic growth since 2013 and the low demand for garment manufacturing industry, the company began to transform: on the one hand, the company entered the high-end clothing field to enhance product design and development and market resilience; on the other hand, the company entered the mobile game industry in the cultural and creative industries, and bought the mobile games and web game companies in 2015, such as cool cow interaction, Tian Jia Jia and other mobile games; and in 2015, the company also acquired magic technology, entered the field of copyright trade of high-quality literary works and animation works, and obtained top-level IP from the source; in the process of strategic transfer, Kaiser shares Making full use of the financing function of the capital market, we gradually entered the game industry from the clothing industry through a series of mergers and acquisitions.

The fourth is the internationalization strategy: "after China's accession to the WTO, Chinese enterprises need strong shocks from foreign enterprises. Under this background, more and more enterprises choose to take the initiative to launch their strategy of" going out "through mergers and acquisitions, while protecting their domestic market share and expanding their influence in the international market. Zhang Yan told reporters, "for instance, the acquisition of the new material of Yongsheng, a French lace enterprise, is the main way for the company to achieve asset expansion and industrial layout."

For the international mergers and acquisitions of Chinese textile enterprises, Zhang Yan suggested: "enterprises must accurately analyze and judge the capital operation space and choose the right time for capital operation. This is also applicable to high-quality assets enterprises and enterprises that are going to or are already facing difficulties. After all, their advantages are different. In addition, we should choose the appropriate cooperation team to analyze the advantages and disadvantages of the independent operation mode and cooperation mode. Generally speaking, the mode that suits oneself enterprise is the best mode, must pay attention to do not apply, do not follow blindly.