Domestic Shoe Companies Fought The M & A War.

brand

Be raging like a storm

The September 3rd news,

In October 2009,

For these fast developing shoe giants, acquiring foreign advanced brands, enriching their core technologies and accelerating their development is an effective way. At the same time, in the face of the rapidly developing capital market, M & a tactics are undoubtedly the first step for the shoe companies to enter the capital market, because the acquisition can enable the two lines to integrate one after another with sufficient funds, so that their brand, channel, capital and other aspects of power can be released better. This is bound to be a great opportunity for local brands to go forward with international brands.

However, the industry has also issued an appeal that foreign brands should be rapidly upgraded to their overall quality in a very short period of time under the operation of their own brands, taking into account the organic integration of brands and overseas markets.

So how to achieve the merger and reorganization of the enterprise's own brand and overseas brand, the author has integrated the following points:

First, we need to borrow the advantage of acquiring brands to build high-end brands.

As we all know, some high-end brands abroad tend to have high value concept and easy to form a quality image in the minds of consumers.

For example, Daphne's acquisition of Fullpearl is a retail shoe industry that runs high-end women's shoes. Its brands include AEE, Ameda, ALDO and so on. These brands are compared with high-end brands BELLE and Saturday. Daphne has acquired all ownership of Fullpear, which means that these high-end women's shoes brands will compete with each other to enhance the profitability of shoe companies, expand brand influence and win favorable market competition positions.

Second, we need to establish a sales model that matches the acquisition brand.

In the process of purchasing brand, domestic shoe enterprises should learn from their own brand operation mode, such as increasing input resources, selling products, selling them through department stores, Direct stores or agents, so that the original advantageous channel can establish a sound sales system for the acquisition brand, so that consumers can choose more products and meet different market needs, thus gaining more market share.

Third, let the core technology of the purchased brand be grafted into its own development.

Presumably, the premise of "capturing" these shoe giants is that these overseas brands must have higher core technologies.

Then, after the acquisition, we can learn from overseas brand's technology and digest in time, and combine our own R & D and innovation capabilities, so that we can integrate higher technology into our own brands.

Thus more magic weapons win the market.

Admittedly, M & a tactics have become an important way for shoemaking enterprises to expand and cope with the changes of competitive environment. They are the way of shoe industry going to strong industry, and highlight the strength of capital in the development. More and more shoe enterprises have begun to accumulate their strength to join in this. What we can see is that M & a tactics will still be deeply interpreted by many shoe companies in 2010, let us wait and see.