Biyin Lofen, Who Keeps Up With The Trend And Actively Embraces New Retail, Has Not Achieved Satisfactory Results

According to news, on July 19, biyinlefen announced that biyinlefen signed the "merger intention agreement" with Jiangxi Weichuan Network Technology Co., Ltd. and Shanghai Weixiang Network Technology Co., Ltd. on July 17.

On July 20, biyinlefen disclosed that the company intends to acquire 100% equity of Shanghai Weixiang Network Technology Co., Ltd. (hereinafter referred to as "Shanghai Weixiang") in cash, so as to enter the new retail e-commerce track, with a total valuation of about 400 million yuan.

According to the announcement of biyinlefen, through this transaction, the company will cut into the short video content service and social e-commerce business, deeply lay out the short video field, and prepare to build a new retail e-commerce business including live e-commerce.

According to the data, biyinlefen is a famous golf clothing brand in China. It belongs to the traditional clothing enterprise and operates its own brand biyinlefen and Venice Carnival. Based on the high-grade fashion, comfortable and convenient life, it has created a series of classic clothing.

The company implements multi brand strategy, the main brand has two, namely biyinlefen, Venice Carnival. They are life series, fashion series and professional golf series, as well as parent-child wear, couple wear and family wear, aiming to become the Lenovo brand of holiday tourism clothing.

Shanghai Weixiang, which is acquired this time, is a professional marketing agency of short video in China. Relying on the data accumulation of we media and short video promotion, as well as the service advantages in content production, dissemination and drainage of quick hand and shaking tone platform, we provide high-quality video content production, distribution and promotion services for customers on short video we media, social we media and other carriers.

Is the acquisition of Shanghai Weixiang a good deal? It is worth noting that the legal representative of Shanghai Weixiang was changed from Zhou Juyue to Fang Xi, and Zhou Juyue was the second largest shareholder of wechat.

Data show that Zhou Juyue's 4.429 million shares were frozen by the judiciary, accounting for 7.95% of the company's total share capital. The judicial freeze period is from November 19, 2019 to November 18, 2022. This judicial freezing is due to the property preservation measures in the litigation procedure of the shareholder's individual case.

With the rapid development of the times, consumers' consumption concept and consumption habits have also changed. Biyinlefen also follows the pace of the times, actively embraces new retail, and joins the two major commercial outlets of social e-commerce and live e-commerce, but unfortunately, it has not achieved great success.

Chen Duan, director of China Economic Research Center for digital economy, also pointed out: "social e-commerce and live e-commerce have already become two major business outlets. The inconvenience of offline consumption during the epidemic period has especially helped. It is not too early to enter into new retail e-commerce, and the e-commerce field has fallen into the Red Sea of competition. How to stand out in this wave of competition has become the key."