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    • 2011.11.21 Monday
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    International excessive product change xing sinicizing, China is potential

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      International excessive product change xing sinicizing, China is potential
      Rich Chinese does not meet in all over the world search for generously luxury, are preparing the has its own "luxury brand." With Follie, Club Med Folli some international luxury brands, Chinese enterprises sinologized gets the pace of purchase overseas luxury enterprise gradually faster.
      International luxury brand usher in change xing localization tide

      According to not complete count, last year at least 50 two third-line international luxury brand has changed hands to Chinese entrepreneurs. Senior industry analysts believe that this year's international fashion luxury brand acquired business is expected to rise dramatically from China starting may be takeover of investors.

      International fashion luxury brand gets localization

      Due to the influence of international financial crisis, foreign other luxury consumption is stagnant or even atrophy phenomenon, Chinese companies making large acquisitions abroad worke fashion luxury brand became the club. May 19, announced in Shanghai fosun group 8458.8 million euros, will spend Follie Folli directional purchase all the 636 million new hair, the ordinary shares after the acquisition is complete, along with its affiliates fosun diluted Folli will have Follie group of 9.5 per cent equity, becoming the largest Folli Follie group one of strategic investors.

      What is worth mentioning, in last may, fosun group just buy a French resort operation enterprise Club Med7.1 % equity, is the first Chinese enterprise directly shares a French listed companies. Although fosun group did not announce this foray into luxury industry, but from last year's share purchase CLUB MED until now, the Follie Folli fosun group apparently fashion luxury brand show a keen interest.

      No doubt, cut the fastest luxury market is to purchase. In April of this year's "held on BBS" central European luxury peak, almost all the international experts agree that China will make their own has international influence of the fashionable luxury brands, still need 10 years, 50 or even 100 years. To reverse this situation, many Chinese companies began to direct purchase euramerican style luxury brands, almost all Chinese enterprises have chose equity way.

      In the first quarter of this year, cofco bordeaux wine industry and ray walter fort winery, announced formally signed agreement jan.30 billion yuan acquisitions. Zhuang wine The acquisition is the one of top ten grand cru classe takeover Chile than scottie winery, cofco wine after for overseas high-end production-oriented acquisitions once again. For the layout bordeaux, France, chateau, cofco vice President ChiJingTao also honest, deputizes rerelease wine division resources, product resources and brand resources to participate in global competition the important strategy. In addition to the Chinese people also has a special liking, chateau sights the former Italy yachts. Not long ago, Qingdao made driving ship through its industrial development Co., LTD, 131 million euros in Italian company bought the price Italian super yacht CNL, the Italian media brand this evaluation, "Chinese companies are lifting a takeover target is in tide, 2008 ~ 2009 recession disruptions to the Italian history brand."

      Purchase in an awkward way

      Although Chinese is the world's most gracious luxury buyers, although China enterprise purchase international luxury brand of agitation has just opened a head, but not all of the luxury brands have allowed their products with Chinese elements, the latest of mingguo capturing the Chinese team also suffered from luxury goods resistance. Many people are still not forget, last year fired an uproar in the Shanghai rich guest was declared has acquired stakes, and seek to Prada, holding it at the event shocking defeat. Chinese companies have been luxury tycoons to fairly exclusive acquirers.

      And although since then, the Chinese did not stop foray into international luxury industry steps. But for these acquisitions or shareholder, international fashion luxury brands are attitude is not keen. A luxury industry insiders said China enterprise once held a top brand of controlling stake, very easy to let a person remember "made in China" and "China design". While the global luxury report, 86% of the statistics show that China will customers for luxury marked "China" In words that rather than continue to buy even return. The expert inside course of study says, luxury itself attention is a kind of culture, and some Chinese enterprises in the mentality of eager, isn't ready to thorough understanding of each other's culture and tradition.

      Chinese luxury consumption has great potential

      The rapid growth of the Chinese luxury market, become domestic enterprise purchase world high-end consumption brand equity foundation. Since this year, international brokers and consulting institutions Posting luxury report, vigorously sing good future years China on luxury goods interrelations of demand. McKinsey report released latest, Chinese luxury market appeared market volume rapid growth and consumer more rational double change. By 2015, the report is expected, China will become the world's largest luxury consumer, accounts for 20% of global luxury market share.

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