The Seven Wolves Turned To Acquire The Right To Use The Trademark.

Similar to the acquisition of big business Armani (Armani) agent Lycra after the performance was dragged down, in fact, is not without precedent.

In the early years,

(002029, SZ) was also acquired.

The power of agency has fallen.

A lot of companies have turned to the acquisition of trademark rights, or even direct takeover.

。

By contrast, this will take more initiative in the future market.

The seven wolves turned to acquire the right to use the trademark.

According to the world clothing and shoe net, as early as 2011, the seven wolves spent 70 million yuan on the acquisition of 100% stake in Hangzhou Kenna, which represented Italy brand Versace (Versace collection) and Connally (Canali), as well as jewellery brand George Jason (Georg Jensen).

At that time, the seven wolves said that the acquisition of Hangzhou Kenna was the start of the seven wolves' "international luxury brand entering the Chinese market agent platform".

But the target did not perform well.

In 2011, Hangzhou Kenna achieved a net profit of 6 million 660 thousand yuan, a net profit of 2 million 470 thousand yuan in 2012, a loss in 2013, a net profit of 4 million 830 thousand yuan in the year, a net profit of 1 million 330 thousand yuan in 2014, and a loss of 3 million 650 thousand yuan in 2015.

It can be seen that the performance of Hangzhou Kenna is going from bad to worse.

In April 2016, seven wolves disposed of 100% stake in Hangzhou Kenna at a price of 11 million 136 thousand and 800 yuan.

The company's 2016 annual report shows that from the beginning of the reporting period to the selling date, the net profit of the equity contribution to the listed company is 14 million 783 thousand and 700 yuan.

The seven wolves chose the "stop loss" and calculated that the loss of the acquisition was nearly 60 million yuan, which is not the loss of Hangzhou Kenna in the past few years.

In 2017, the seven wolves sold again in the luxury industry.

This time, the object of purchase is no longer "agency right", but "trademark right to use".

In August of this year, the seven wolves announced that they would invest the 80.1% stake in Karl Lagerfeld Greater China Holdings Limited (hereinafter referred to as KLGC) and the corresponding shareholder loans at a cost of about 320 million yuan, and increase the capital of its domestic operation after completion of the equity pfer.

It is understood that the core asset of KLGC is the "permanent, irrevocable, exclusive and redistributable" trademark of KARL LAGERFELD in the Greater China region.

The brand is a light luxury brand from Paris, France. Its founder is known as the "Lord of Buddha" in the fashion industry.

According to the financial report, from 2014 to 2016, KLGC's revenues were 4 million 50 thousand US dollars, 5 million 420 thousand US dollars and 4 million 960 thousand US dollars respectively, net profit loss 10 million 170 thousand US dollars, loss 5 million 980 thousand US dollars and loss 3 million 590 thousand US dollars respectively.

Even so, the seven wolves are still optimistic about the prospect of the acquisition.

The company said that light luxury designer brand has great potential in China, and KARL LAGERFELD is one of the strongest IP in fashion industry.

The acquisition of the trademark right to use will not be revoked and exclusive. Is it more valuable than the brand's proxy? The reporter called the seven wolves listed company several times to make public phone calls, but failed to contact the other party for comment.

Acquisition of famous jewelry brands by gang Tai Group

At home, another company, the group, chose to buy the brand directly.

In August 1st of this year, the group's acquisition of the 85% stake in Italy jewellery brand Buccellati (Buccellati) (hereinafter referred to as BHI) was held in Milan, Italy, and the Group acquired BHI 85%'s stake by 195 million 500 thousand euros.

After the completion of the acquisition, the original management team and family members of BHI remain unchanged, and will continue to participate in corporate governance and operation.

BHI was founded in 1966, and its BRIC brand, founded in 1919, is one of Italy's most prestigious jewelers.

Since its inception, BHI has been engaged in the manufacture, processing and sales of luxury jewelry, silver jewelry and watches.

As of September 30, 2016, BHI has set up 12 direct outlets, including 3 in Italy, 2 in France, 2 in the United Kingdom and 5 in the United States.

In addition, there are 219 wholesalers' outlets, including 102 in Italy, 24 in other parts of Europe, 69 in the United States, and 24 in Asia and the Middle East.

Why not buy BHI at 195 million 500 thousand euros? The strength of the brand should not be underestimated.

The first acquisition of the gang group is intended to put it into a listed company.

In this regard, gang Tai Holdings has said that after the completion of the paction, through the paction, the company will have Buccellati's brand, sales channels and brand management team, relying on the market position of "Buccellati" in the field of luxury jewelry, rapidly opening and deepening the luxury jewelry market, thus enabling the company to enter the luxury jewelry market, improve product lines, and quickly complete the entire product coverage of the jewelry industry.

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