In A Big Way, It'S A European Brand: How Much Is The Winning Opportunity After The Acquisition?

Recently, China's senior women's wear.

He announced the acquisition of a 100% stake in Dongming international investment (Hongkong) Limited, with a total paction price of 11 million 180 thousand euros.

The main asset of Dongming international is the ownership and the right to use all Laur Laur L Gmbh trademarks in mainland China.

The next day after the acquisition, the company resumed its share price and its share price rose at 5.45%.

So far,

The prototype of China's high fashion group is emerging.

Relying on overseas brands to expand customer base to open up the international market

Why do we choose "Laur L"? When asked this question to Xia Guoxin, chairman of the company, Xia Guoxin's satisfaction with "Laur L" is beyond words.

He said: "in recent years, the company has been looking for the right high-end women's clothing brand, launched the company's multi brand strategy, has seen many brands, and many brands have taken the initiative to connect with the song.

The choice of 'Laur L' is closely related to the elegance, self-confidence, youth, fashion, and leisurely characteristics of Laur's l brand, which is consistent with the location of new customer group.

"Laur L" brand has a wide impact in the world. It has also been in China for many years, and has a good international high-end brand image. The product design style is suitable for Chinese consumers, and it has strong synergy with the brand.

More importantly, after contacting with the German Laur CEO l brand, I felt the great trust of Laur L Gmbh on her ability.

Laur L Gmbh gives the song's "Laur L" brand independent design and production rights in mainland China.

In this way, we can develop products more targeted and faster.

The gene of Laur l brand is great. If Laur L Gmbh is a pure agent mode, it can not meet our needs and become a brand owner, so that we can continue to invest, create brand slowly, and design two times for Chinese consumers.

Through this acquisition, the company has established strategic cooperation with Laur L Gmbh, Germany, which will have a positive impact on the channel and international market development.

The company plans to open 100 new brands of Laur L Brand in the next 3 years.

It is reported that "Laur L" brand positioning for the international high-end.

Founded in Munich in 1978, it was one of the three famous brands in Germany, ESCADA brand.

The brand fashion covers more than 30 countries around the world, and there are more than 1000 sales outlets worldwide.

The introduction of "Laur L" will improve the channel and brand promotion of the company's existing women's clothing brand ELLASSAY. The advantages of the company in designing, developing, marketing and supply chain systems can effectively enhance the profitability of Laur l l in China.

The cooperation between the two sides will help the company expand its international business, and at the same time, it will play a direct role in promoting the strategic objectives of China's high fashion group.

Taking women's clothing as the center, forming a channel to join forces

According to Xia Guoxin, "the company is determined to create a high fashion brand group, which is based on women's clothing, relying on the capital market platform, trying to take the multi brand road, investment in strategic cooperation and related categories, in the channel formation of joint force.

Because they belong to high-end brands, they have similarities and references in brand management and brand image building.

At the right time, the company will acquire domestic and international fashion brands that meet the company's strategy. "

From the first semi annual report handed out by singer, the positioning of the high-end does make him dominant.

In the first half of the year, its revenue and net profit increased by more than 11% over the same period last year, exceeding the net profit growth of over 10%.

In the first half of the year, the number of clothing retail sales increased by 3.7% over the first half of the year, and the total retail sales of social consumer goods increased by 10.4% over the same period.

China's high-end women's clothing brand concentration is low, each brand has its own customer base, and this group is not sensitive to price, but brand loyalty is high.

The best way to increase the number of customers and the best viscosity is to expand the category. This is also the original intention of the listed company.

While raising its reputation and popularity, it also provides funds that can be used to acquire international and foreign brands, so that it can quickly and effectively stabilize its position in high-end apparel brands, and build a high-end consumer platform after integration of resources.

Which brand will be the next prey of grace?

The action of song led the industry to think.

There are many domestic brands' acquisition of foreign brands, but few of them are successful.

How to make the development after brand acquisition is actually a difficult problem before buying.

From the information disclosed by the song, he will make two designs for Chinese consumers.

People will ask, how can Laur maintain the original flavor of the brand of "Laur 1"? Is there a blood relationship between the independent design and independent production of the brand in the mainland of China and the product quality and style outside the brand? The brand operation after the completion of the acquisition itself is an innovation. We expect that it can provide a successful example to the industry in terms of brand acquisition and operation.