The Italians Had To Look At The Brand Being Handed To Each Other.

< p > the art of a href= "//www.sjfzxm.com/news/index_p.asp" > Italy < /a >, inspired by countless artists, is closely related to the names of luxury and fashion brands such as Gucci (Gucci), Versace (Versace), Fendi (Fendi), Bao Yan (Bottega Veneta) and Prada (Prada).

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P, however, these names that Italy once proud of are being eyed by consortia and investors from various countries and regions in the world. Italians have to watch them hand in hand.

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< p > Europe's economic downturn is the direct cause of Italy's brand being sold off.

It is not difficult to find that the main market of some independent brands in Italy is in the countries such as Italy, the European Union and so on. The main battlefield economic downturn will naturally bring a very negative impact on the brand.

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< p > on the other hand, in order to hedge the risks of the traditional main battlefields in Europe, Italy brands also want to seize the growth and opportunities of emerging markets, so they are all spared no effort to expand internationally, but they have encountered great challenges in terms of capital and talent.

As a result, the selling of these brands was triggered.

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He Bin, who lived and worked in Italy for many years and worked in the luxury industry, has observed this problem. In his view, the management status and structure of Italy brand are the deep-seated reasons for its tremendous pressure under the economic crisis.

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< p > these Italy brands are mostly family businesses. Now they have come to the second and third generation successors of the family. Compared with the strong founders and strong feelings for the brand, the successors are relatively weak and are not so devoted.

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< p > If an heir is a siblings, plus the children of these heirs, it will form a huge family to participate in the state of an enterprise, and the management of the brand and the distribution of interests will encounter enormous problems.

These problems can not be effectively resolved, will undoubtedly accelerate the brand's "decline".

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< p > "small and medium-sized enterprises are the mainstream, and the financial industry is not developed. Therefore, enterprises in Italy can easily encounter crises in the economic downturn."

He Bin pointed out.

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At P this time, through acquisitions, members of large and diversified international luxury goods groups can not only get support from funds, talents, etc., but also make all family members out of pocket early.

Loro Piana's two brothers Sergio and Pier Luigi are out of concern about the prospect of family business and take the initiative to find Arnott.

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< p > in He Bin's view, the acquisition of Italy brands will continue to happen in the future, because the recovery of the EU economy will take some time.

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< p > recently, the long history of Italy's < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > shoes brand Burno Magli should be replaced by Asian owners.

E-Land, from South Korea, and private equity fund of China Development Fund under Taiwan China will jointly acquire the brand that has changed several times.

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< p > this is the fifth Italy brand in the Korea Companies's income bag. Since 2010, clothing and love have acquired Lario, Belfe, Mandarina Duck and Cochinelle four Italy leather goods and fashion brands.

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< p > for the Italy brand with high quality and potential growth and luxury goods, luxury goods and predators will not let go of their opportunities. Several highly concerned acquisitions are proof.

In April this year, Kering announced the acquisition of Italy's high-end jewellery brand Pomellato by 300 million euros. It plans to develop this niche brand into a global brand to expand its presence in the jewelry market.

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Bernard Arnott Arnault Bernard, who is good at capital operation, will not be absent from this scene. "P"

In July of this year, the MOET & CHANDON Hennessy LV group (LVMH), which he was in charge of, defeated the rival Prada first, and successfully acquired the stake in the Italy Milan Cafe Cova and its brand group Pasticceria Confetteria Cova 80% from the Faccioli family.

A few days later, the group also disclosed that it would buy Italy's senior cashmere less than a target= "_blank" href= "//www.sjfzxm.com/" > clothing /a /a brand Loro Piana 80% at the price of 2 billion euros.

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The high price of "P > 2 billion euros is a shock to the capital market. It also shows that Arnott, who is rich in money, is never stingy to quality brands.

In recent years, Arnott has acquired famous brands such as Fendi, Pu Qi (Pucci) and Bvlgari (Bulgari) from the founding family of Italy.

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< p > but He Bin is not optimistic about the Chinese enterprises' "going to the market". His reason is: "the small brands with very low popularity are meaningless, and even if they acquire the financial strength of famous brands, Chinese enterprises will also face great difficulties in their operation, because they need to do the global market, not just the Chinese market."

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< p > "few enterprises in China have the ability to operate global brands, especially high-end fashion consumer brands. China's talent in this area is far from being lacking in brand culture, business philosophy or operation practices."

He Bin added to the first Financial Daily reporter.

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In recent years, Chinese enterprises have begun to participate in the control of high-end fashion brands in the world. However, these brands only have the opportunity to expand the Chinese market. P

He Bin believes that for Chinese enterprises, buying the high-end a href= "//www.sjfzxm.com/news/index_h.asp" > Fashion < /a > brand is more suitable for the Chinese market, but we should avoid the idea of "making quick money" if we have the idea of long-term brand management.

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