PEAK Bought Three Acquisitions In Half A Year To Return To The A Share Market.

In the acquisition of the flag King brand and "tick Da".

After the brand, PEAK announced its march into the open air.

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In May 28th, PEAK CEO Xu Zhihua released a letter to all PEAK colleagues.

In an open letter, Xu Zhihua announced that PEAK formally reached a consensus with the winner family and signed an agreement. PEAK has fully acquired internationally renowned outdoor sports brand OZARK.

According to the insiders, PEAK launched three takeover activities in six months to pave the way for the return of the A share market.

In an open letter from PEAK, Xu Zhihua said that PEAK, which has always regarded "specialization" as its brand strategy, began with basketball. After decades of development, it has made further extensions in running, comprehensive training, campus, children and football.

And the acquisition of OZARK means PEAK's march into outdoor sports.

Beijing Business Daily reporter combing found that the acquisition of OZARK is following the acquisition of leisure clothing brand flag king and children's clothing brand "tick tack" after PEAK half a year's third brand takeover action.

In December 2017, PEAK's Quanzhou Dafa Real Estate Investment Co., Ltd. succeeded in winning the banner of King banner (China) textile and apparel Co., Ltd., and the bankrupt flag King brand continued to retain and operate through reorganization.

In the same month, PEAK launched again, and PEAK, a subsidiary company of Quanzhou longitudinal Investment Co., invested 64 million 500 thousand yuan to reorganize its brand.

Half a year ago, PEAK also bought OZARK, an outdoor sports brand, and entered the field of outdoor sports.

According to public information, OZARK is an international commercial outdoor sports brand operated by the Swiss Muller family for more than 20 years, and entered the Chinese market in 1996. It is a partner of the Chinese mountaineering team. It has operations and production bases in Hongkong, Shenzhen, Beijing, Shanghai and Hubei.

In January 2018, the outdoor products branch of China Textile Business Association released the 2017 annual market survey report of China outdoor products at the ISPO Sports Industry Forum (hereinafter referred to as the "report").

According to the report, the total retail sales of outdoor products reached 24 billion 460 million yuan in 2017, and the growth rate was 3.22%. The total shipment volume was 13 billion 790 million yuan, and the growth rate was 2.61%.

And Zhu Guangxian, general manager of Columbia brand China, has publicly stated that by 2020, China's outdoor sports will usher in an outbreak.

Cheng Weixiong, general manager of the clothing industry senior observer and Shanghai Liang Qi Brand Management Co., believes that the outdoor market is hot, but the value of the outdoor market has not yet been fully excavated. The development of outdoor market by sports brand is an inevitable trend.

OZARK entered the Chinese market early in 1996, and has a certain reputation in China.

PEAK's acquisition of OZARK is understandable.

Although Xu Zhihua has said that the non sporting goods sector will be integrated into the market after the preparation, and will not participate in PEAK sports return to A shares, but he also said: "multi brand strategy is one of our options, and PEAK will definitely become a group in the future.

And the most important means of listing is capital acquisition. "

In fact, PEAK sports was listed on the HKEx in September 2009, but its performance since its listing is not satisfactory.

Since 2011, PEAK has experienced three consecutive years of decline in performance.

In the worst 2012, PEAK's turnover was only 2 billion 903 million yuan, and from 2012, its net profit has been maintained at 200 million -4 billion yuan annually.

Since 2014, PEAK's performance has started to rise, but it has not yet reached the peak of 2010.

In 2016, PEAK sports's interim results showed that as of July 30, 2016, the company's revenue was 1 billion 298 million yuan, down 6% compared to the same period last year, gross profit 494 million yuan, down 5.6% compared with the same period last year; net profit attributable to shareholders was 169 million yuan, down 3.8% over the same period last year.

After seven years of listing, PEAK had no choice but to withdraw from the Hong Kong Stock Exchange in November 2016. But after the delisting, PEAK returned to the A share development forum in February 2017. It officially announced that it would return to A shares.

Multi brand strategy is the path to help PEAK return to the A share market.

Cheng Weixiong said that compared with many brands, the strength of a single brand is limited, and PEAK wants to get a good development and return to A shares, so it needs to form a brand matrix.

According to Cheng Weixiong analysis, PEAK's multi brand strategy for returning to the A share market is a successful path to learn from Anta and other excellent brands.

As far as Anta is concerned, Anta has been playing a steady and steady role in many sportswear brands.

Anta has a reference role in the operation and management of sports brand, and also has certain benchmarking and exemplary role in the industry.

PEAK's previous acquisition of children's clothing category and casual wear category, Anta and other colleagues have long been involved and achieved some results.

Public information shows that Anta children's wear has become the second growth sector of Anta's business. In 2016, its market share also surpassed its competitors.

The same sports brand of 361 degrees in the children's clothing market performance is also not vulgar, 361 degree children's wear since its inception, for six consecutive years to achieve profitability.

In the first half of 2017, the turnover of children's clothing at 361 degrees accounted for 11% of the group's turnover, with a growth rate of 12.8% and a business income of 307 million yuan.

Apart from leisure

Category and children's clothing category, outdoor market is also Anta and 361 degrees equivalent row in recent years, the field of strength.

Cheng Weixiong believes that for PEAK, its main business must be bigger and stronger. The pformation of the main business must also come to the ground. If the main business is not in place, the merger and acquisition enterprise is only for consolidated statements, such behavior is not significant.

If enterprises want to get long-term development, they must play a complementary role with their existing businesses and differentiate and differentiate their brands.

If the main business is done well, there will be more opportunities to return to A shares and develop effectively.

Cheng Weixiong said.

In May 29th, the Beijing Commercial Daily reporter tried to contact PEAK, but the phone was never answered.