Chairman Of Ge Li Si: Do Not Rule Out The Continued Acquisition Of Brand

In recent years, the rise of domestic clothing brands has led to an upsurge in overseas brand mergers and acquisitions.

In September this year, the announcement of SH.603808, the leading women's clothing brand in China, agreed to buy 100% stake in Dongming international investment (Hongkong) Limited, with a total paction price of 11 million 180 thousand euros (about 84 million 60 thousand RMB).

The company's main asset is the ownership and use of all "Laurl" brand trademarks registered and registered in mainland China by LAURL GMBH, a company established and maintained in accordance with the laws of Federal Republic of Germany.

After the announcement,

Speaking of possible new changes after the acquisition, he said that cooperation with German women's clothing brands will have a positive impact on the channel and international market development.

It will provide reference for exploring the overseas operation of domestic women's clothing.

At the same time, he emphasized that the two brands share resources in the core competitiveness of the apparel industry.

Germany

Brand Laurl has held its debut in China.

The "Laurl" brand is the international high-end women's clothing. It was established in Munich in the year of 1978. It was originally a brand of ESCADA, one of the three most famous luxury brands in Germany.

"Laurl" is for rigorous, positive and confident women. "Laurl" brand has always adhered to the concept of love fashion, which is fully embodied in its aim of "watching, sensing and loving" (see, feel, love). Its series of products show the way of life of the target group: feminization and the sense of the times.

The brand fashion covers more than 30 countries around the world, and there are more than 1000 sales outlets worldwide.

What kind of development will the strategic cooperation between Laurl and the brand bring to the two sides? In the evening of October 14th, Laurl GMBH CEO Dirk Reichhert and chairman of the song group Xia Guoxin received an exclusive interview.

Reporter: Why did Laurl choose to cooperate with the company? Before that, how many Chinese brands did you find?

Dirk Reichhert: she is a strong and influential high-end women's clothing brand, which is the main reason why Laurl chose to cooperate with the singer.

In addition, Laurl is very impressed with the marketing ability and product development ability of the company. It can make Laurl develop better in China.

In the past, many brands did find our Laurl, but at that time we did not have the idea of cooperating with other brands. However, after our Laurl cooperated with the singer, we found that she had enough abilities, such as the capital level, to help Laurl get more development in China.

Reporter: what is the difference between German fashion retailing and China? How do you view the status quo of China's local women's clothing brand market?

Dirk Reichhert: in fact, the difference between the global garment industry has become smaller and smaller. No matter which city you go to, you will find that the global women's pursuit of fashion and taste are getting closer and closer.

Around 80% of the world's brands are basically the same, and perhaps 20% of them are customized according to the climate and style of the area. But overall, the global fashion gap is not obvious.

For example, the pursuit of fashion by women in Germany and China is getting closer and closer. They are looking for better brands and better clothing quality, so fashion is becoming more and more globalized.

Reporter: how can the Laurl brand operate globally? Can you tell us about your market advantage and successful experience?

More than 30 countries in the world have our Laurl brand shops, mainly in the European market. Germany and Germany are the most advantageous markets in our country. Our Laurl is also well known in Russia and other places.

Our market strategy has developed from Germany to Russia, and now China, the United States will be the next market we want to capture.

Reporter: how do you view the current situation of Chinese designers? What are your views and opinions on the development of fashion industry in Germany?

Dirk Reichhert: as I said before, the difference between the global fashion industry is becoming smaller and smaller.

There are also many Chinese designers holding fashion shows in Milan and Paris. German designers also have fashion shows in China and other parts of the world, so it is really globalization synchronization.

No matter which country's designers, we now accept the same information, perhaps the only difference is that designers in a certain area know more about the local market and consumer preferences, and can design products that are more suitable for the region, that is, the core of localization, who can understand the local market better.