Fujian Shoes And Clothing Enterprises Acquire Foreign Brand &Nbsp; Beware Of "1+1<2".

Southern Fujian

It is not unusual for Quanzhou shoes and clothing enterprises to move their headquarters to Xiamen.

As a result, yesterday, Suo Li (Xiamen) Industrial Co., Ltd. announced that it was stationed in the Guanyin Mountain operation center and acted as the German shoe and clothing brand ULTRASONIC to China's bridgehead. On the surface, it seems that Guanyin Mountain has more than Quanzhou enterprises.

But the relationship between ULTRASONIC and Suo Li is not so simple as "agent".

In fact, the cable shoe industry was born in Quanzhou in the 90s of last century.

"For many years, what we do is export products."

Wu Minghong, a company's CEO, has introduced ULTRASONIC to many European and American casual shoes, including cable.

A few years ago, he joined the company in Germany and became a shareholder of ULTRASONIC and became partners from partners.

In 2008, Suo Li was authorized to become a ULTRASONIC agent in China, and stepped into the Chinese market.

That is to say, Wu Minghong's family has become one of the owners of ULTRASONIC, and has entered the Chinese market with this foreign brand that has injected "Chinese blood".

Wu Minghong believes that clothing brands contain complex cultural contents and constantly changing fashion trends. Many foreign brands will not sell well in China after they enter China because they are not in line with Chinese consumer psychology.

But after becoming one of the owners of ULTRASONIC, cable will integrate its healthy, new ecological and personalized trends with Chinese culture and quickly occupy the Chinese market.

Buying foreign brands, beware of "1+1<2"

As a matter of fact, as early as last year, Anta had spent 300 million yuan on the trademark and operation of Italy brand Fila China.

A number of famous enterprises in Quanzhou, such as nine Mu Wang and XTEP, also said they should "burn money" to acquire famous brands overseas.

According to insiders, in fact, these enterprises are overseas brands, or they are fighting for the domestic market.

However, by the way of joint venture or acquisition, South Fujian enterprises will not be able to realize their economic value after being the owner of the "foreign brand".

Ding Shizhong, chairman of Anta sporting goods board, said that after the acquisition of FILA, "the cost of finding fees is huge and challenging."

In fact, Anta has not seen its market moves since its acquisition of FILA.

Insiders believe that FILA's popularity in Chinese consumer groups is less than that of Kappa and Diadora.

Especially in recent years, FILA's brand influence and high-end image in China are becoming increasingly marginalized.

Zhou Shaoxiong, chairman of the seven wolves, believes that for foreign brands, "even if you enter the stock market, you can't be a master in culture."

The local clothing brands that contain Chinese culture are not only easy to catch the psychology of Chinese consumers, but also will be recognized and accepted by more and more foreign consumers as China's international status rises.

Xu Zhihua, executive director and chief executive officer of PEAK Group Co., Ltd. believes that if Chinese clothing enterprises take the lead in "foreign brands", if they do not work well, they may cause indigestion and even produce negative effects of 1+1<2.