"Rob" Italy Old Brand Chinese Consumers Will Benefit Or "Trap"?

Plans to sell or lease Italy old brands to Chinese enterprises at the 112nd Canton Fair.

Businessman Roman Jeronok has been a great success: in the 15 days, he has received nearly 800 Chinese businessmen, and has reached more than 100 brands to purchase or rent all kinds of products, from furniture to clothing.

Any brand is wanted.

"Rob" Italy old brand, for Chinese enterprises, the cost is not cheap.

And the information from all sides shows that although some Chinese enterprises buy brands for the purpose of obtaining good export channels, most Chinese enterprises are "looking inward", hoping to add a special aura to their domestic sales.

It is still to be observed whether Chinese consumers will benefit from foreign brands going abroad.

On this Canton Fair, a striking slogan has stimulated the visitors' eyes: "sell / lease Italy's old brand to Chinese enterprises!" under the slogan, it has not yet tempted to add "Italy".

Panic buying! "

"It's a snap up."

The employee of the "simple city" of Italy industrial design company, who plays the advertisement, said this.

He said that the main business of enterprises in China is to provide a variety of design solutions for Chinese enterprises. But now it seems that there are broad prospects for Chinese enterprises to pour some "old brands" in Italy.

Roman Jeronok himself seems to be an example of this broad prospect.

At the exhibition, many visiting Chinese business people made it difficult for him to take time to interview.

He said that at present, Chinese enterprises are interested in Italy brand, including not only familiar furniture, clothing, textiles, etc., but also a large number of Chinese enterprises are still looking for Italy brand in sports goods, small household appliances, tableware and other fields.

The brand price from the enterprise is also quite different, cheap ten thousand euros can be obtained, part of the brand price is more than one hundred thousand or even a million euros.

What is the purpose of Chinese enterprises to acquire foreign brands at a high cost? Cao Xiao Jian, deputy general manager of Jiangsu sainty Limited by Share Ltd, said that taking the clothing industry as an example, having independent brands is a sharp weapon for many export enterprises to break through the difficulties. "It is not easy to cultivate brands from scratch, and acquiring famous brands is a convenient channel. Lenovo's acquisition of IBM is an example."

However, most Chinese enterprises who buy Italy brand are not international markets.

Roman Jeronok said, as far as he knows, most of the Chinese enterprises that buy Italy brand are to expand their share in the domestic market.

A salesperson of a medium-sized tableware company who attended the Canton fair said that buying foreign brands was "gold plated" for their products.

"Many enterprises are also forced to do so, and the domestic market recognised" foreign brands ". After that, it is easier to enter stores and sell high prices.

Experts from Guangdong University of Business said in an interview with reporters that Chinese enterprises should focus on acquiring the brand's design ability and marketing concept instead of thinking of obtaining the "35 years' right to earn fast money through the acquisition of" foreign brands ".