Quanzhou Apparel Enters Luxury Market

Event

Not long ago, the seven wolves bought a 100% stake in Hangzhou Kenna clothing Limited company at a price of 70 million yuan, and officially entered the luxury market.

Hangzhou Kenna was founded in March 2008. It has the agency of top brands such as Connally, Versace and famous jewelry brand George Jason and so on.

By the end of 2010, Hangzhou Kenna had a revenue of 66 million 370 thousand yuan and a net profit of 7 million 840 thousand yuan.

The acquisition reflects the strategic thinking of seven wolves on the upgrading and subdivision of China's domestic consumer market in the future.

view

Arrival of luxury goods

Host: how do you usually define luxury in the world?

Yang Shuqing: luxury goods are internationally defined as "consumer goods that are unique, scarce and rare beyond the needs of people's survival and development needs".

Internationally recognized "luxury" mainly includes high-end clothing, jewelry, luxury yachts, private aircraft and so on.

According to a McKinsey report, sales of luxury goods in China have reached US $12 billion in 2010, and sales of luxury goods in China are expected to reach US $27 billion in 2015.

Host: what are the biggest driving forces and factors for the seven wolves to enter the luxury market?

Zhou Shaoxiong: the acquisition of Kenna by the seven wolves is a look at the growth potential of luxury goods such as Connally and Versace in China.

Personally, I think the government may take some measures to further reduce the cost of luxury imports in order to solve the problem of large differences between local and overseas. Therefore, the next few years will be the outbreak of Chinese luxury goods.

Contend

Not doing nothing serious

Host: is Quanzhou garment enterprise entering the luxury brand, is it not doing business?

Qiu Lin: this acquisition fully reflects the overall situation of the seven wolves in the formulation of the business strategy - taking into account the needs of the overall development of enterprises, and the long-term nature of the plan, which has comprehensively planned how the enterprises will survive and develop in the long term, and how to resist the competition.

At this time, the seven wolves choose to enter the international brand agency business, which will greatly promote the development of Quanzhou clothing industry to the intensive development of capital technology and brand, and realize the optimization of the industrial structure of the industry.

Host: does the seven wolves enter the luxury market? Does that mean that Quanzhou's garment enterprises have taken a step forward in the process of internationalization?

Zhou Shaoxiong: Yes, the acquisition of Kenna Hangzhou is just the first step for the company to enter the luxury business. The international brand agency is one of the main businesses that the company plans to set foot in.

In the future, we will further acquire suitable agents, and we will not rule out the acquisition of other brands other than clothing.

The acquisition of Hangzhou Kenna is of great significance. First, to strengthen cooperation with international brands; two, to create an agent platform for international luxury brands to enter the Chinese market; and the three is to provide opportunities for the seven wolves to enter the international arena.

Through international brand communication, with its own funds, channels, resource advantages and management experience, more international clothing brands to enter the Chinese market to provide services.

plan

Focus on resource integration capability

Moderator: many people feel that the agent's brand is not good after all. Will there be any strategic risk in acquiring agents?

Zhou Shaoxiong: at present, the internationally authorized brand agency has been appointed for a period of five years. The term of agency is indeed the main risk of the business, and it is not possible to exclude the possibility of brand agents recovering their agents.

But in general, many big brands are willing to find partners who understand the local market.

For international clothing brands, the seven wolves have channel advantages, resource advantages and local management experience, which is what they lack in entering the Chinese market.

trend

Luxury goods are expected to be created in Quanzhou.

Host: can Quanzhou manufacture and make in China create its own luxury brand? Is it necessary for Quanzhou's clothing industry to build its own luxury brand compared with the acquisition agency?

Yang Shuqing: with the understanding and understanding of international luxury brands, Quanzhou has the ability and opportunity to create its own luxury brand.

There are many meanings for an enterprise to enter the field of luxury brand: first, it expands its market segments and meets the needs of more consumers.

Two is to enhance the image of the enterprise and management and operation capabilities, and provide more space and opportunities for the development of enterprises.

The three is to make full use of the resources accumulated by enterprises so that they can play a better role.

Qiu Lin: the establishment of a luxury brand needs a lot of soft foundation to support, such as time precipitation and inheritance, creative talents, sustained and stable high-quality lifestyle and so on.

From the analysis of brands like Bao Jiali, Hermes and GUCCI, it takes at least 30 years to build a luxury brand.

Quanzhou enterprises adopt the doctrine of taking advantage of themselves, while focusing on the international luxury brand business, learning closely the essence of these famous brands, while supporting their own brands and supporting them to grow up. It will not be a dream to build a luxury brand made in China in time.

Beat someone by playing his games only better

The success of an international luxury brand takes at least 30 years, and many international luxury brands even exceed 100 years.

After the reform and opening up, the garment industry in Quanzhou has really developed. The development time of our whole industry is only 30 years. It is hard to build our own luxury brand.

But we can bring it first.

More than 200 years ago, Wei Yuan, a famous thinker in the Qing Dynasty, put forward the strategic conception of "master foreigners and long skills to make foreigners". Now, it is also applicable to foreign luxury brands in China's business circles.

Close to it and learn from it, we can better create our own luxury brand.

Quanzhou apparel industry's acquisition of luxury brand agents highlights the inherent breadth and vision of Quanshang.

In the future, whoever occupies the luxury market will occupy the commanding heights of the market.

Although we do not have our own luxury brands, we must not be public.

Since we are not as good as others, we must study hard.