PL2 Successful Acquisition Of Swiss Outdoor Brand

In recent years, outdoors motion market Growing up, more and more sports goods in Quanzhou brand In the field of outdoor products, they hope to break through the increasingly fierce competition in the industry by grabbing the market segments. Among them, a shoe manufacturer in Quanzhou officially completed the acquisition of Swiss outdoor brand PL2 and entered the outdoor products market.

The completion of the acquisition is Pat Le (Fujian) Shoes Co., Ltd. According to the insiders, in recent years, with the improvement of living standards, people pay more and more attention to health. More and more people who have been enjoying urban noise and pressure have begun to join in outdoor sports activities. Outdoor activities have become a new way of leisure for people in the new era. This situation led to a sharp increase in outdoor sports consumption demand, and the outdoor products market quickly entered the "gold" sales period.

Asian sporting goods and fashion show (ispochina) joined the China National Business Information Center's 2010 China outdoor fashion sporting goods market development report, showing that in 2010, the sales of outdoor sporting goods in China's major retail enterprises increased by 30.2% over the same period last year, 14.6 percentage points higher than the 15.6% growth rate of general sports goods retail sales. Due to the rapid growth of outdoor sporting goods sales, the proportion of outdoor sporting goods in sporting goods market has also increased significantly. In 2010, the proportion of outdoor sporting goods retail sales in the major national retail enterprises increased by 6.1 percentage points in the retail sales of sports goods, up to 19.9% percentage points from 2009. From the point of view of cities, sales growth of two or three tier cities is obviously higher than that of first tier cities, and their growth rates reach 60.1% and 45.5% respectively, much higher than those of 20.7% in the first tier cities.

In addition to the temptation of broad market prospects, the pressure from outside is also part of the reason why some enterprises in Quanzhou are fighting for outdoor products market. In recent years, some strong sports goods brand sales channels have been sinking, and gradually began to encroach on the market share of the original small and medium-sized enterprises. And the challenges from other domestic production areas also make some advantages of Quanzhou enterprises gradually lose. Only by segmenting the market and grabbing the share, can enterprises survive. Cheng Liang, director of marketing, said.

In fact, a few years ago, overseas M & A has been a hot topic in Quanzhou's private economy. After the launch of Anta in 2007, the company announced plans to acquire foreign well-known brands. In 2009, Lai Shixian, chief operating officer of Anta, said in an interview with reporters that the acquisition of well-known brands in the top ranks of the international market is still the goal of Anta, and the brand has entered Anta's vision. In addition, Ding Shuibo, President of XTEP (China) Limited, disclosed in a media interview the plan to acquire foreign brands, and the target brand of the acquisition might come from Europe. At that time, the industry speculated that XTEP's European brands might be UMBRO (UMBRO), Diadora (DIADORA) or some other well-known outdoor brands. Another rumor is that AIVA, another famous brand in Europe and America, has once been the target of Quanzhou sports brand acquisition. At that time, there was "scandal" with overseas brands.

Despite the constant rumours, Quanzhou enterprises that succeeded in overseas mergers and acquisitions were few and far between. In August 2009, Anta announced in the HKEx announcement that its wholly-owned Affiliated Companies's original force will spend 357 million 700 thousand yuan and HK $50 million to acquire some of the shares held by BELLE international, in order to get BELLE's high-end sports and fashion brand in Italy.

It has been revealed that the acquisition of Swiss outdoor brand PL2 by "Le Le shoes" is very "thorough". It belongs to the "complete acquisition". It not only obtains its trademark ownership and management rights, but also keeps its machinery and equipment in its pocket.

Why a few years ago, some overseas companies that had relatively strong strength were not finally able to achieve the "overseas direct sale plan" or failed to achieve full acquisition? However, the complete acquisition of LP2 by the shoe shoe industry has also awakened to Quanzhou Enterprises: "the appreciation of the renminbi has reduced the cost of overseas mergers and acquisitions of enterprises."