Pour Cold Water On Chinese Acquisition Of Pierre Cardin

Pierre Cardin, the founder of world famous fashion brand Pierre Cardin, recently held the 2011 latest clothing conference in Tianjin, entitled "peace Ark", and revealed that more than a dozen companies have applied to him, including several Chinese companies.

He plans to sell Pierre Cardin group as a whole, and potential buyers may come from China.

He said he was

From Pierre Cardin's words, we can see that Chinese companies have said that they will take over their company.

Of course, whether he really wants to sell his brand to Chinese enterprises is still unknown.

This reminds us that in June 2009, two Chinese enterprises were willing to bid for 200 million euros to buy "Pierre Cardan", causing a great stir in China's clothing industry.

Later, Pierre Cardan group spokesman denied the case.

Unexpectedly, two years later, this topic came to the surface again.

The costumes in Tianjin

Although Pierre Cardin sells the price very high, in fact, for the brand of "Pierre Cardan", it is no longer the same. As a world brand with a high reputation in the Chinese mind, "Pierre Cardan" has been going downhill in recent years, its status and image are declining year by year.

In particular, the past unattainable brand has now come from

In other words, "Pierre Cardan" is more of a public and public brand, not much associated with fashion.

Today, China has become a battleground for luxury goods. LV, Hermes, Gucci and other top brands are attacking the city with a fierce threat.

"Pierre Cardan" has been thrown behind, no one knows whether it belongs to the second tier, or the third or fourth tier.

For Chinese enterprises, the acquisition or merger is actually an economic account.

"Pierre Cardan" in the global "massive authorization" - now in 140 countries in the world authorized more than 900 kinds of products licensing (more than 200 thousand people every day in 600 factories in the world to work for Pierre Cardin) - greatly damaged its brand value, "elegant civilian" desire to become a feather.

Of course, the news we see is limited to the takeover itself, but I don't know what the share of "piercardan" brand is in the Chinese market. What is the annual sales volume? What is the profit? I wonder if the buyer can really benefit from the cost of 1 billion euros.

As Chinese consumers have become more sophisticated in clothing, many people have expressed concern about the purchase of Pierre Cardan brand by Chinese enterprises.

Some people in the industry believe that the "Pierre Cardan" brand is no longer worth so much money.

For "Pierre Cardan", it is already a brand without personality and characteristics, and it is far from the brand value of "Pierre Cardan" when it first came to China in the 80s of last century.

After the news of Pierre Cardin's intention to sell to Chinese enterprises, many netizens worry that the brand is "old and honest."

Unlike popular brands, luxury brands have a strong "bloodline" theory. Once they are divorced from "blood vessels", there will be some negative effects.

For example, two years ago, when China's private enterprise Tengzhong bought Hummer news, most Chinese audiences expressed concern about the brand value of Hummer in the future.

For this reason, the us immediately announced to the media that they still managed Hummer brand by themselves, and the production process did not return to the middle management.

In fact, Chinese enterprises acquire some international brand names and give us some pride. After that, they also reflect on the issue of brand inheritance and development.

In fact, the operation of a clothing brand is a comprehensive, three-dimensional system engineering, not buying a brand.

Therefore, instead of buying a simple brand at a high price, it is better to run a brand on its own.

Judging from the current situation, there are still many national brands that are more sophisticated than those in the domestic market.

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For this reason, we pour cold water on the Chinese enterprises who intend to acquire Pierre Cardin.

Before we buy, we must calm down and not follow suit and follow blindly.

Although Pierre Cardan has a certain reputation in China, Chinese enterprises may end up buying only a brand.

Moreover, the brand has been aging, and the chance to turn over is very small, and it is not worth enough.

In a nutshell, we can not see now what benefits can be brought to China by acquiring "Pierre Cardan".