Fosun Bought Menswear Caruso To Create "Virgin Land" In China

< p > recently, Rhodes public relations and Ipsos Market Research Group jointly released the "2014 China luxury goods report". In 2013, the report showed that the consumption plan of consumers in watches, leather goods, jewelry and other fields decreased, while those in 2014 were basically the same as last year.

The difference is that over 52% of consumers will plan to increase consumption in the high-end fashion industry.

The voice from luxury clothing brands also said that sales of this category are increasing.

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< p > the increase of consumer budget in high-end clothing category has also led to the upgrading of clothing enterprises, the promotion of brand awareness, the comparison with high-end international brands, or the acquisition of international clothing brands.

At the just concluded China International Fashion Week (Beijing fashion week), many top Chinese clothing brands are looking for ways to make Chinese clothing brands more "high-end, foreign and internationalized".

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< p > < strong > Fosun adds a new layout to its own way of life.

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"P" recently, Fuxing International (hereinafter referred to as "Fuxing") under the management of the fund by increasing capital, the acquisition of the top Italy men's top clothing manufacturer Caruso SpA (hereinafter referred to as "a href=" http://sjfzxm.com/pioneer/ "> Caruso < /a >") 35% shares, to become one of its largest strategic investors, so to this, the flag has been owned by Folli Follie, St. John, Mediterranean club, and other fashion and high-end lifestyle brands.

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< p > the upgrading of Chinese consumers is a major trend of mutual optimism. Whether European brands can be grafted with China's growth momentum, there are still 5 to 10 years of observation in the industry.

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< p > < strong > China's virgin land < /strong > /p >

< p > Caruso used to be sold to Hongkong by Lian Fu, and sporadic products followed the traders into the mainland of China.

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< p > > a href= "http://sjfzxm.com/news/index_f.asp" > Fosun < /a > re acquisition of the sea, but neither side disclosed the specific amount of the paction.

Caruso is headquartered in Soragna, Parma, Italy, with sales of 64 million 400 thousand euros in fiscal year 2012.

Caruso, the largest shareholder, chairman and chief executive officer of Umberto Angeloni and senior vice president of Fosun Group, Zhong Lei, general manager of the international development department, are the two leading figures in the paction.

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< p > Angeloni sold its own Brioni group shares in 2007, and bought two shares of Caruso brand in 2008 and 2012, holding a total of 92%.

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"P" two years ago, Angeloni met the second thunder of Fosun in Europe, and the cooperation between them originated.

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< p > "American men are fatter than Chinese men, so American clothing is too large."

Chinese men are closer to men than men in Italy, so Caruso is especially suitable.

Zhong Lei explains his favor to Caruso. He also says that Angeloni's goodwill is the key to deciding the investment.

Angeloni has worked in Brioni for 18 years, and has developed this brand from a store to the present scale.

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< p > in China, Caruso is an unknown name because it has traditionally been the main market in the traditional European and American countries.

According to the company's 2012 data, 25% of sales were completed in Italy, 15% sold to Germany, while the Japanese market accounted for 10%.

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< p > the huge Chinese market is almost a "virgin land" for Caruso. In the past, the brand was only sold to Hongkong through Lian Fu, and sporadic products were followed by traders into the mainland of China.

This may be one reason why Fosun attracts Caruso.

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< p > < strong > "composite star" brand combination < /strong > < /p >

< p > Fosun is currently in the "layout" stage. We hope that our brand will be well known to Chinese consumers in the next 5 to 10 years.

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P is similar to many European family luxury brands. Caruso has attracted the attention of various capital in recent years. There are many large luxury goods groups, but Angeloni has not been reassuring enough.

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< p > for PE, Angeloni believes that its investment style is short term, like leveraging a large number of liabilities by enterprises, and in 3 to 5 years, it is necessary to complete the process of investment withdrawal.

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< p > > a href= "http://sjfzxm.com/news/index_c.asp" > luxury group "/a" is not an ideal choice. He does not want Caruso to become a sub brand of a big Mac group. From then on, she embarked on a strong marketing and added sub brand to expand the scale of the old road.

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Less than P, while Angeloni and other capitals pass by, Zhong Lei is touring around Europe and America.

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< p > "Europe, the United States, Japan..."

I have contacted more than 70% of the independent brands in the industry.

Zhong Lei told reporters that in recent years, he has frequently communicated with the brand family leaders, CEO and designers. He has been very familiar with this field and has reached the point of "seeing the clothes and knowing the approximate price".

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Guo Guangchang, chairman and founder of Fosun Group, said that high-end manufacturing and upgrading consumer products are one of P's important investment directions.

And Zhong Lei said that Fosun is investing in the way of industry, doing long-term plan, and will not make the company heavily indebted.

This idea makes Angeloni very interested.

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< p > Fosun's investment cases in Europe and America and subsequent development track confirm this idea.

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< p > June 2010, Fosun invested 41 million euros in the Club Med (Mediterranean Club), accounting for 9.96% of the shares. Since then, it has introduced it to China, developing two projects of Yabuli and Guilin, and introducing Chinese tourists to Europe.

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< p > May 2011, Fosun invested 72 million euros in Greek fashion brand Folli Follie, accounting for 9.96% of the shares.

Since then, the number of stores in China has maintained a two digit growth, while single store sales are also growing.

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< p > April 2013, Fosun invested in the US brand St. John, becoming the second largest shareholder of the brand.

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< p > ZHONG Lei explains, Caruso serves business men, St. John aims at successful women, while Folli Follie is targeted by young women in their teens and twenties.

Fosun wants to build a multi brand portfolio that can cover the whole "lifestyle" field in an all-round way. Besides fashion industry, it will also include medical services.

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< p > Fosun is currently in the "layout" stage. We hope that our brand will be well known to Chinese consumers in the next 5 to 10 years.

Fosun is not keen on letting companies go public and get the difference arbitrage mode.

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< p > "we hope that Fosun can become a platform to enable our investment enterprises to communicate and play synergy."

Zhong Lei said.

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< p > < strong > moderately "Sinicization" < /strong > < /p >.

< p > after the Bund became a member of the "compound star system", the financial center of the Bund provided its support in a logical way.

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< p > for the Chinese market, Angeloni and Zhong Lei have a common understanding: they believe that China's rich groups are no longer satisfied with the traditional luxury brands' storytelling.

With the accumulation of wealth in China, the well-educated "modern consumers" have become more mature. They understand the value of products, pay attention to design, fabric, handwork, and whether they match their personality and temperament.

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After P entry to China, Caruso's fabric experts and tailors will come to China once a month to provide advanced customization services and enhance communication with customers to deliver value and cultivate circles.

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< p > Caruso plans to open a flagship store in Milan and New York in 2014.

In China, Angeloni said it would not be satisfied with "opening a shop window", but to open direct flagship stores.

The first flagship store in China will soon be opened in the "a href=" http://sjfzxm.com/news/index_s.asp "the Bund financial center /a" (BFC).

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< p > the Bund financial center is the top priority of Fosun in the field of real estate. Fosun is competing for this plot with SOHO China. Fosun has never stopped developing. The Bund financial center is positioned as a high-end financial, business and Art Center.

After Caruso became a member of the "compound star system", the Bund's financial center provided its support in a logical way.

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Beyond P Folli, after the acquisition of Folli Follie, Fosun announced that the added value for Folli Follie fosstar could include expanding China's channels, upgrading its brand in China, and sharing the media and government resources.

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< p > "Fosun also makes real estate, there are a lot of entrepreneurial resources, these are great potential demand."

When asked how Fosun supports Caruso, Zhong Lei replied.

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< p > but Caruso does not intend to be wholly "Sinicization".

In terms of production, Angeloni said that the production mode of "600 people under one roof" will not change. In the future, the scale of the Italy plant will be expanded by 25%, but it will not be opened in any other country.

In fabric purchasing, we continue to purchase products on a global scale with quality standards.

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< p > Caruso hopes to keep a low profile. In the future, China will not adopt a large-scale promotion method, nor will it seek celebrity endorsements and stick to its true colors.

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