How Did Semir Lock On Zhe Zmu To Acquire Successfully?

< p > yesterday, Semir < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > 21 yuan per share, down 8.7%.

Semir has fallen for two consecutive days after resumption.

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< p > and just the day before yesterday, Zhejiang Semir clothing Limited by Share Ltd announced that the company purchased 71% stake in Ningbo zhe Mu sang Holdings Limited.

The paction is estimated to be between 1 billion 980 million yuan and 2 billion 260 million yuan.

This is China's largest a target= "_blank" href= "http://www.91se91.com/".

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< p > why is Semir's clothing not rising or falling after the announcement of good news? How did Semir lock up zhe Zai Shang and successfully win the brand of GXG? < /p >

< p > yesterday, Qiu Guang, chairman of Semir, and an interview with reporters, detailed the purchase path map, and responded to the stock price decline and other focus issues.

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< p > strong > Qiu Guang and he said that he was very concerned about the stock market, but he was more concerned about Semir's ability to sustain growth. < /strong > /p >

< p > in the office of the chairman of Semir building, six Hongqiao Road, Qiu Guang and he didn't feel happy because of the director's biggest merger and acquisition in China's clothing industry, nor did Isenma panic in the fall of his share price.

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< p > for the two days Semir clothing price performance is not good, Qiu Guang and not shy away from it, but actively talked to reporters about this topic.

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< p > "we are not playing capital, we want the future."

Qiu Guang and responded: "these two days, the stock price fell for many reasons. Before the suspension, Semir clothing reported 25 yuan / share, and two weeks after the suspension, the whole market has dropped 10 points. The clothing sector has dropped more than 20 points. Semir clothing has a natural release process after the resumption of Semir clothing. There is not much correlation with the acquisition. If there is a correlation, it can only be said that the capital market and investors do not understand the brand of the brand, or the investors feel that the purchase price is too high, but high and low, we also have judgement, we can not afford to spend money lavishly, that is what the silly melon will do."

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< p > Qiu Guang and said, from the surface, of course, it has gone up and down, although some people feel bad, but there will be room for improvement in the future, because Semir has a sustained growth force. "We are not telling a story today, we will pull up the share price, we will reduce our holdings tomorrow, and we will move our capital over, so we are playing capital, and we are really Semir."

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Qiu Guang and P have their own understanding of wealth and market value.

He gave an example. He went to Beijing on business for a while, and spent only 91 yuan on the 18 day, including 11 yuan for fax documents, 20 yuan for book purchases, < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > dry cleaning cost 60 yuan, of course, accommodation and pportation were arranged.

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< p > "no matter how much wealth I have and how much market value I have, I still spend money like this."

Qiu Guang and I said, "I am very concerned about the performance of the capital market, especially Semir in the capital market, but I am more concerned about the sustained growth of Semir's future performance and profitability."

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< p > < strong > acquisition of GXG is the result of long-term concern. It has been tracked for at least three years, < /strong > /p >

< p > it is worth noticing that there have been rumors that Semir wants to buy zhe Mu Shang's brand "GXG". For this reason, "GXG" has responded positively, saying that Semir clothing's purchase of the news is purely fictitious.

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< p > therefore, many people in the industry were surprised at the news of Semir's 71% stake in zhe mu.

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< p > < strong > How did Semir lock in zhe Zai Shang and how did it successfully acquire it? < /strong > /p >

Speaking of these questions, Qiu Guang and P are very calm and confident.

He said: "our acquisition is the result of tracking attention for several years, at least three years. If we only rely on middlemen, can we understand the growth of this brand? We need to consider whether there is any complementarity between Semir's business philosophy and strategy after the cooperation. Is it a strong alliance?"

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< p > Semir clothing was listed on the small and medium sized board of Shenzhen Stock Exchange in March 2011, which means that the concern for zhe Mu Shang began before listing.

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< p > to this, Qiu Guang and Semir said that from the beginning of their business, Semir had a beautiful vision of "Semir with your life", meaning that from early childhood to late years, customers in the brand community of Semir can find the clothes that customers need. "It is this dream that built the Barbara brand in Semir's children's wear market in 2002.

In 2009, when McKinsey Co made fourth five year development plans for Semir, it proposed a multi brand development plan. In fact, we acted early, and these years have been developing in this direction.

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"P" this time, Semir acquired zhe Mu Shang is a private apparel Brand Company, which is mainly located in high-end casual menswear. Its brands such as GXG and gxg.jeans create a fashionable youth, exquisite and simple wearing style. It is the leading brand of urban youth casual menswear.

At present, China zhe Mu has set up about 1200 retail outlets in mainstream stores and shopping centers throughout the country.

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< p > Qiu Guang and said: "whether it is brand positioning or brand style, channels, including the growth ability of brands such as GXG, or the growth space of the high-end high-end urban men's clothing area, because Semir is now in the form of franchised stores, GXG is going to be a high-end shopping mall route. These are not Semir's capabilities. If we buy GXG, we can have a voice in this field, and Semir must realize this development if we want to achieve multi brand development. This is the complementary channel and resource integration."

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"P," he said, not only has been following the GXG brand in the past few years, but also has been tracking several brands like GXG, "which brand is thought about to fill the gap in this channel for the integration and complementation of resources."

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< p > zhe Mu Shang's retail revenue exceeds 2012 yuan in the year of 3 billion. After the strategic cooperation was reached, zhe zhe still promised 2013 net profit of not less than 265 million yuan, and 2014 and 2015 net profit increased by not less than 20% over the previous year. If not, Semir will make corresponding compensation.

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< p > in many industry circles, China zhe Mu still has strong development momentum and why it will be bought by Semir. For this reason, some analysts believe that about 71% of China zhe Mu shareholding structure is owned by investors, and management team accounts for 29%. "If investors meet well, they will receive no long-term awareness of holding brands, which is an opportunity for Semir to buy and sell."

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< p > < strong > can "big appetite" be digested? < /strong > /p >

< p > Semir has taken up 71% stake in the acquisition of Zhuge mu, but Semir's share price has not been performing well for two days. This has aroused some people's arguments. Some people question Semir: can the "big appetite" be digested? < /p >

< p > for this reason, Qiu Guang and think that the zhe Mu Shang management team has outstanding capabilities in product design, channel resources, middle and high-end business supply chain, e-commerce, human resources and other aspects, and has comprehensive competitive advantages in the high-end leisure wear business market.

Through cooperation, Sen Ma can get all kinds of resources in the development of high-end business, while keeping Zhe's original business growth, it will continue to develop other high-end clothing business in other segments, and promote the implementation of multi brand strategy.

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< p > after the two sides have reached a strategic cooperation, zhe Mu will still become a controlling subsidiary of Semir clothing. Semir will jointly form the board of directors with the shareholders and management of zhe Mu Mu, and make strategic management and coordination to the company. The original management and design team, supply chain system and retail channel remain unchanged, and the company's management and employees will sign long-term work contracts.

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< p > Qiu Guang and said that zhe mu in the acquisition will help Shen Ma fill the channels and resources integration.

At the same time for GXG and other brands, in addition to bringing capital injection, but also brought Semir to strengthen the brand culture.

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< p > for the future, Qiu Guang and he already have plans.

He said that the merger is just the beginning, and they will make greater efforts in the future restructuring of clothing. Of course, they will not be blind. They have their own goals. "We have a specialized acquisition team. As long as Semir resources can be integrated, complementary, brand synergy and management synergy, we will unswervingly do it."

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On the day before yesterday, the Semir P strategic cooperation media and investor exchange meeting held on the day before yesterday, Semir also revealed that in September 2013, it will cooperate with Miniconf, a famous children's clothing company in Italy, to introduce Italy's luxury brand Sarabanda (joint venture). In March 2014, the company also plans to introduce European high-end brands in Europe (Denmark, Germany) and Korea, and is now in the preparatory stage.

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