Fierce Competition In The Market: Local Clothing Giants Speed Up The International Brand.

The high-end women's clothing brand, the acquisition of baozi, has just been rumor, but it is linked to another big brand.

She announced the acquisition of high-end women's clothing brand Laur L and its operating company for 84 million 60 thousand yuan.

This has also become a true portrayal of the international strategy of local brands.

According to the announcement, Laur L's operation company in the mainland is Dongming international investment (Hongkong) Limited.

After the paction is completed, the company will substantially buy Laur L's mainland business, and will also have Laur L's preferential right in other parts of the world, thereby forming a global strategic cooperative relationship.

Reporters noted that the Limited by Share Ltd was listed on the Shanghai stock exchange in April 22, 2015.

The company reported that in the first half of this year, the company's operating income was 360 million yuan, an increase of 11.5% over the same period last year.

The cost of 84 million 60 thousand yuan acquisition of Laur L is not small.

Cheng Weixiong, general manager of clothing brand expert and Shanghai Liang habitat Brand Management Co., Ltd., told reporters that from the perspective of the company's future development, the price of Laur l was normal.

In fact, before the song, he proposed that it would build "self build + acquisition".

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The acquisition of Laur e l clearly confirms this strategic vision.

It is understood that Laur l currently has only a dozen stores in China, which includes direct stores and agency stores. However, it has much higher positioning as an international second-class high-end women's clothing than that of the group.

The Beijing Commercial Daily reporter found in the Tmall's flagship store that the price of women's long skirts with a price of more than 1000 yuan is very common. In the Laur l official website, an ordinary black skirt is priced at about 2480 yuan.

The independent shoe clothing commentator Ma Gang said that the listing brought enough capital to integrate resources for song.

The acquisition can not only enrich the product mix, but also enhance the company's overseas reputation and help other brands of the company to achieve.

Docking, so as to lay the overseas market.

The company also said that cooperation between the two sides would help the company expand its international business.

This is not the first time that domestic clothing brands have bought overseas brands. Over the past two years, more and more local clothing brands are targeting overseas investment.

Previously, the domestic men's clothing listed company, Nash Road, had acquired 51% of Dirk Bikkembergs. Last February, Shenzhen's high-end women's clothing brand, mensfield, bought the Italy brand Krizia with a market value of US $500 million.

China's local clothing brands are speeding up the international brand.

Cheng Weixiong believes that the acquisition of foreign brands and the development of the international market are the inevitable trend of the development of local brands.

At present, listed companies have provided more and more Chinese companies with financing channels, prompting them to actively change their strategic layout.

In the global market, the acquisition of foreign brands can achieve the integration of clothing culture and brand at home and abroad, and accelerate the internationalization of local brands.

Ma Gang believes that

Competition in the market environment is still fierce. Buying foreign brands will become another breakthrough way for companies to seek development.