Children'S Clothing Brands Start To Acquire Cross-Border Electricity Providers. How Attractive Are Overseas Markets?

Throughout the children's clothing market, such as starting shares, the acquisition of Hai Tao business enterprise is really not much.

It is to hold the channel in its own hands. Most brands go abroad or rely on foreign stores to harvest foreign brands.

In May 9th, the initial shares announced that the purchase of Zhui technology remaining 88.5714% stake, the initial price of 1 billion 594 million yuan.

Zexi technology is mainly engaged in cross-border e-commerce export business, through fast selling, Wish, Shopee, Amazon, eBay and other three cross-border e-commerce platform, direct sales of goods to overseas terminal consumers.

The operating income of Zhui technology in 2017, 2018 and the first three quarters of 2019 was 1 billion 756 million yuan, 1 billion 755 million yuan and 530 million yuan respectively, with net profit of 76 million 153 thousand and 400 yuan, 74 million 390 thousand and 700 yuan and 17 million 553 thousand and 100 yuan respectively, and the results were relatively stable.

As the starting share of children's wear and children's shoes operators, the intention of buying Zhui technology is obvious. It is to push products overseas through the channel of electronic commerce, and further expand overseas markets.

Wu Jianjun, chief executive of the starting shares, has said that the acquisition of Zhui technology helps the company realize the vision of "serving the global children" and further enhances its brand awareness and market influence in the world, which is in line with the development direction of the company strategy.

In addition, for the company's marketing network construction, Wu Jianjun also said that the initial shares are now based on the comprehensive evaluation of the economic development level, residents' income level and consumer preferences of various cities, and further plan the number and scale of supporting direct outlets in the region.

It revealed that the future stores will be dominated by shopping centers and urban complexes.

Children's clothing is the most popular brand in China. Diapers and milk powder players are basically imported products.

Children's clothing, as a concentrated field of domestic brands, has been racking its brains to "go to sea". Children's clothing market is so dispersed that children's clothing is most likely to become an international brand.

As for children's wear brands or brands born in adult clothes, how are they trying to build themselves into "international norms" and send them out of China?

Throughout the children's clothing market, such as starting shares, the acquisition of Hai Tao business enterprise is really not much.

It is to hold the channel in its own hands. Most brands go abroad or rely on foreign stores to harvest foreign brands.

The domestic number of adult clothing brand in the development of children's clothing has the strategy of expanding the store in foreign countries.

01 Semir: overseas stores, acquisitions of foreign brands, cooperation with cross-border electricity providers

Overseas stores

Semir's first overseas store opened in August 2018 in the Saudi Arabian capital Riyadh Park Shopping Center, marking Semir's official entry into the overseas market.

At the beginning of the year, Semir set up an overseas business project team, and through resource integration, combing and improving the business process, establishing external communication and foreign trade cooperation, and successfully developing the Saudi market with the support of many brands and systems, the Riyadh Park Shopping Center was also a major move for Semir to actively respond to the call of the country and the whole country, and to go out of the country at home. It has taken a solid and powerful step in the internationalization of Semir brand.

Cooperation with cross-border electricity providers

In February 19, 2019, Semir's electricity supplier business department and Alibaba's cross-border electricity commodity platform became strategic cooperation through global sales. Through cross-border e-commerce platform, it further penetrated into the overseas market and accelerated the expansion of Semir brand in overseas markets.

Acquisition of foreign brands

In March 2018, Semir announced that it signed a long-term cooperation agreement with the North American children's wear brand THE CHILDREN 'S PLACE, and THE CHILDREN' S PLACE would authorize Semir to use its trademark, other intellectual property rights and proprietary technology in the designated area.

Semir will also purchase products from THE CHILDREN 'S PLACE and form a joint effort in design, development, production and marketing.

In October 2018, Semir group announced that it had completed the acquisition of Kidiliz, the high-end children's clothing brand in France. The completion of the acquisition also indicates that Semir has become the world's second largest children's wear group and has officially entered the European market.

Frequent overseas pactions reflect that Semir has enough cash at present, and its good financial condition in recent years is closely related to the rapid development of children's clothing business. This is also the reason why Semir has been overweight in children's wear.

02 Anta Sports: opening stores overseas and acquiring foreign brands

Acquisition of foreign brands

Anta has announced that it will officially open the strategy of globalization in 2018, but Anta has long begun to extend to overseas markets.

The most successful was in August 2009, when Anta purchased Italy brand's trademark rights and franchise in China for a total price of HK $600 million.

Today, Fei Le has become the representative of China's high-end fashion shoes, and has become a pillar business of Anta.

In 2018, it vigorously acquired all the shares of Finland's high-end sporting goods giant AMF.

Under the banner of Amand, there are ancestors and Wilson.

It can be regarded as the Hermes of sportswear.

In accordance with its promise, Anta officially launched the strategy of globalization.

Overseas stores

In 2018, the total number of Anta stores was 1.2, Anta's main brand was 10057, and then there were 1652 stores.

There are specialized FILA stores in Singapore, including FILAKIDS independent stores.

Anta has combined with Clay Thompson's limited ball shoes in the United States to create a huge response, which is consistent with the Anta announced that it will start from the United States and Europe and other sporting goods market mature countries to accelerate the expansion of overseas markets strategy.

Foreign brands are worth harvesting, and foreign markets are also worth occupying.

There is still a long way to go for China's children's clothing brand to internationalize. Step by step, step by step and do a good job of brand, step by step to push our brand to the international market.