Herme Group Buys Shang Shang Net, New Retail Fashion Giant Is Rising.

In recent two years, the capital market has favored the fashion business.

Recently, another household appliance dealer came to the news of the takeover.

In January 8, 2018, the Shenzhen Stock Exchange listed company Herme group announced that its wholly owned subsidiary, Shenzhen Herme Commercial Co., Ltd. (hereinafter referred to as "

We plan to acquire cooperation with Beijing new Shang pin Technology Development Co., Ltd.

".

According to the announcement, Herman business will buy shares of Beijing's Shang pin Bai Agel Ecommerce Ltd 90% with a total of less than 250 million yuan of equity pfer and 150 million yuan capital increase, as well as 100% of Yu Cheng Yu Xin (Hongkong) Limited.

Beijing Shang pin Bai Zi Agel Ecommerce Ltd is the real operation company of the fashion business Shang Shang pin net. The chairman is Zhao Shicheng, founder of Shang pin network.

Hecheng Yuxin (Hongkong) Co., Ltd. is a brand management consulting and commodity sales company registered in Hongkong by CEO Zhao Shicheng, a 100% brand shareholding company.

However, due to the fact that the early stage of the acquisition has not yet been completed, the specific paction consideration and partial paction details have not yet been determined.

Who is Herman? Why do we choose Shang Ping net?

For ordinary consumers, Herme group, or the founder of the acquisition, HM business is a strange name.

The deep link between Herme group and fashion industry took place in 2013 and quickly grew into a strong competitor.

Founded in November 1994, the company was originally named Shenzhen Hao Ning DA Instrument Limited by Share Ltd. It was one of the earliest professional manufacturers engaged in R & D and manufacture of electronic energy metering instruments in China. It was listed on the Shenzhen stock exchange in 2010. In 2013, the company officially entered the retail business because of the acquisition of jewellery brand per gram. In 2016, with the increasing proportion of jewelry business in the company's total revenue, Ho Ning officially changed its name to Herme group.

If you take the company that he bought in the past year and the international brands related to these companies, you may remember it at once.

In July 2017,

Acquisition of Shanghai Europe Blue International Trade Co., Ltd. 100% stake.

Shanghai Ou LAN is the first agent of Italy luxury brand Armani in mainland China. When it was acquired, it opened 65 Armani stores with different brand stores and 5 outlets outlets in many cities in China.

At the same time, it also has cooperative relations with many famous international brands such as MCM, Jil Sander, Dsquared2 and Furla, and has a free buyer brand O 'Blu Cowboy brand integration shop.

A month later,

And bought 100% of Wenzhou's lofty department stores.

The Department Store owns many luxury brands such as Armani, Hogan, Dolce & Gabbana in the mainland market such as Zhejiang Wenzhou, Zhejiang Hangzhou, Jiangsu Wuxi, Hunan Changsha, Hubei Wuhan, Wuhan and so on.

In October 2017, Herman business again launched a 80% yuan stake in 4 companies of Shenzhen Zhen Qiao Fashion Co., Ltd., rainbow modern trading (Shenzhen) Limited, Ying Cai expansion business (Shenzhen) Co., Ltd. and rainbow Modern Trading Co., Ltd. at a price of 800 million yuan.

Among them, Shenzhen Zhen Qiao Fashion Co., Ltd. in Shenzhen, Chongqing, Guangzhou and other front-line and provincial capital cities, the six brands of Armani; rainbow modern trade (Shenzhen) Co., Ltd. is responsible for the operation and sales of Escada, MCM and other brands in the above areas; Ying Cai development mainly manages the sale of various brands under the name of the rainbow group, and has a brand sale shop Venita to digest the seasonal stock; rainbow Modern Trading Co., Ltd. acts as the three series brand of Versace.

A total of four companies have opened over 100 outlets in 22 cities in the mainland of China.

For the possible acquisition, a person informed of the interface news said: "the purpose of the acquisition of the net is very simple, looking at the advantage of Shang pin network as an online platform."

And hermei has already bought three offline platforms, online and offline need to complement the business.

It is reported that if the acquisition is successfully completed, Herman will not make any new adjustments to the existing products and business, but it will be right.

Replenish the shortage of goods and offline stores.

and

Business expansion is still independent and will not be affected by the acquisition.

The second half of online apparel sales war

Throughout

In the history of its acquisition, its acquisition targets are companies holding international brand names, especially high-end brands in the Chinese mainland market.

Ambition and action in the fashion industry.

However, the trend of "new retail" is not the only one.

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There is no doubt that Taobao and Tmall of Alibaba occupy a strong position in China's online apparel consumption, but the competition in the fashion business competition has only just begun in the second half, and Tencent and Jingdong are active participants in the new retail revolution.

Tencent helped mogujie.com merge with beauty, and Tencent and Jingdong jointly injected vip.com, while Jingdong bought part of the global luxury goods giant Farfetch, while the temple library went to NASDAQ last year after several rounds of financing.

Although Tencent and Jingdong did not neglect the layout of new fashion retailers, their strengths and weaknesses were obvious.

Tencent has a huge flow of WeChat entry and massive data precipitation, but in the field of e-commerce, there is no successful product.

Therefore, whether it is to promote the merger of mogujie.com and the beauty, or to inject vip.com into vip.com, is to make up for this short board and lack the advantage of first mover.

Jingdong, which started with electronic products, has been investing continuously in the field of clothing. If Farfetch is the layout of global investment, then the establishment of the Department of clothing and adornment shows that Jingdong has raised the category of clothing to a strategic height.

By the end of 2017, Jingdong's luxury electronic business platform Toplife was formally launched in the form of an independent app.

If he successfully purchased the Shang pin net, China's online clothing sales will start to boom again.

The new generation of consumers is more and more dependent on online shopping. The cake sold on line clothing will only grow larger and not shrink. New participants like Herme are still sharing the rapid growth of the market.

On the other hand, mastering the Armani, Hogan, Dolce & Gabbana and other well-known brands is the biggest advantage of the giants. After joining the e-commerce platform, the integration of resources under the online and offline resources will empower the brand portfolio of Herme.

China's high-end fashion brand consumer market is still in force, far from being saturated.

In addition to the first tier cities, the vast two or three line cities are not fully developed. They have gradually established their awareness of international brands. However, because of the relatively backward commercial real estate development and the limited efficiency of the international brands themselves, their demand can not be met, which means an opportunity for attack for Herme.

In the announcement related to the acquisition, Herme group explained the core purpose of the above actions with the discussion of "high-end brand operation service providers as the positioning", which is a step in the context of the upgrading of consumption.

A number of advisory reports, including McKinsey's China luxury consumer report, have mentioned the "consumer upgrades" in the Chinese market, pointing out that the demand for quality products by Chinese consumers is growing, and will become the key core consumer groups of high-end brands and luxury brands in the future, and will have a strong driving force for the global high-end retail industry.

And policy orientation also adds a fire to the heat of "consumption upgrading".

In December 2017, the Ministry of Commerce has publicly stated that it will launch the "consumer upgrade action plan" in 2018 and take it as a key work measure for the next five years.

In the planning of Herme, the high-end brand platform built by it can enable more Chinese consumers who have "upgraded" demand to buy high-quality products and enjoy quality service without leaving the country, so that customers who need to go abroad for high-end consumption can be redirected to the Chinese market.

In fact, the high-end brands that Herman wanted to serve also included domestic quality brands.

In other words, he also hopes to provide operational services to Chinese local quality brands through his platform and help local brands to enter the international market.

To this end, Herme has established nearly 1 billion 500 million cultural tourism brand breeding mother fund, while supporting the international brand to the Chinese market, it also helps Chinese brands expand the international market business.

On many occasions, hermark also expressed concern about the protection of intangible cultural heritage projects in China.

In addition to appeals and calls, it said it would recommend a collaborative global designer team in the business world, integrate Chinese intangible cultural heritage projects into branded products, condensate cultural works with pboundary attributes, and promote Chinese culture to the world.

In 2017, Wang Lei, chairman of Herme group, said in his public activities that in the next 3 years, in order to achieve the vision mentioned in the foregoing, he would also invest no less than 10 billion yuan.

"Herme group promotes the upgrading of China's quality consumption and the formation of branded market through the full service of brand, channel operation and consumers, actively responds to the structural reform of supply side, rapidly improves the brand and quality of China's national consumer goods, speeds up the linkage between international brands and domestic brands, and helps China's economic development enter the quality era."

Wang Lei said.

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