In Those Years, We Once Followed The Korean Clothing Brand.

Teenie Weenie, one of the most popular clothing brands of the student era, was not sold well.

As Korea

One of the most recognizable brands of group E-Land.

The image of "bear" has conquered the market of young people. But in recent years, fast fashion, domestic and foreign brands, especially Korean products have poured into China. Teenie Weenie has been gradually contained in the increasingly fierce competition.

According to Reuters, E-Land group is planning to sell Teenie Weenie by the end of this year, and the overall value of "bear bear" brand is US $1 billion.

This move will help the group cut the debt ratio of nearly 1/3.

At this time a Chinese company came out.

Reuters said China

V GRASS is likely to become the ultimate buyer. Now the acquisition plan is in progress, and V GRASS's contribution is about 900 million US dollars.

V GRASS was founded in 1997. It is a women's clothing brand positioning high-end market.

The company integrates design, production and sales as a whole. After more than ten years of development, it has achieved hundreds of millions of sales target annually. Now its headquarters is located in Shanghai, and its brand value is 685 million US dollars.

Therefore, the acquisition

For V GRASS, it will be a huge investment.

V GRASS said it would announce details of its payment almost later on Friday.

For V GRASS, the acquisition of Korean brand Teenie Weenie can solve its problem of too simplex positioning in the market.

From now on, the demand for Korean goods is still very large in China. Consumers prefer the matching cosmetics that are launched around Korean films and music.

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"Korean fashion companies are embracing popularity very fast."

Lee Gyu-jin, vice president of E-Land group, told Reuters that "Teenie Weenie has strong strength in Korean and Chinese films."

However, Teenie Weenie is also likely to raise the brand value in selling stalls.

At the moment, the real situation of Teenie Weenie should not be too good.

The Korean brand now has 1400 stores and discount stores in China, earning about $42 million a year.

However, it can be noted that in recent years, catering business has been opened in some larger Teenie Weenie stores. It is hard to say that the turnover is

How big is the business?

In the past two years, E-Land group has focused more on tourism, shopping malls and catering operations.

E-Land hopes to reduce its debt burden through asset restructuring.

Previously, it just abandoned a plan to sell Kim 's Club supermarket chain to the US private equity fund KKR & Co LP, because the price was not discussed.

I believe soon, people will know whether the acquisition plan of V GRASS can be successfully realized.