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业绩疲软图谋轻奢亟待转型 七匹狼3.2亿搭上“老佛爷”

2017-08-29 18:40:29   中国经济网

主要从事Karl Lagerfeld品牌在中国大陆的零售业务和品牌授权的加拉格(上海)商贸有限公司同样难逃连年亏损。该公司在2014年净利润为-6461万元人民币,2015年净利润为-4289万元人民币,2016年净利润为-2425万元人民币,2017年1-4月净利润为-837万元人民币。

转型

近年来,随着国内市场消费升级,中国本土品牌为了迎合市场,纷纷加快转型步伐,其中,一些企业选择通过海外并购来带动品牌升级,包括山东如意收购Sandro、Maje母公司SMCP集团,歌力思收购IRO、Laurèl、Ed Hardy、VIVIENNE TAM等。

在程伟雄看来,品牌转型和自创品牌需要付出的时间和代价不菲,“拿来主义”确是捷径。

据了解,七匹狼本次投资Karl Lagerfeld的计划分为两部分。首先,七匹狼通过香港全资子公司出资2.4030亿元人民币的等值美元,投资KLGC80.1%的股权及对应的股东贷款。其次,在股权转让完成交割后,七匹狼将投资8000万元人民币用于KLGC的品牌零售业务。

KLGC拥有Karl Lagerfeld在大中华地区商标的永久的、不可撤销的、排他性、可再分发的使用权,此使用权包括设计、生产、分销等一系列核心权利。

也就是说,与上述海外并购案例不同的是,七匹狼此次交易的仅仅是KarlLagerfeld在大中华区的运营权。

对于3.2亿元投资Karl Lagerfeld是否值得的问题,程伟雄对新金融观察记者表示,收购“老佛爷”旗下品牌有助于七匹狼品牌提升,七匹狼每年用于营销的推广费用不低,本次投资能够引起大家的关注说明七匹狼和“老佛爷”的合作就算仅仅是营销推广也可以持续几年的营销效应。“从这个角度来说,这次投资是划算的。”

自2015年由纯实业转为“实业+投资”战略以来,七匹狼在资本市场上已多次出手。2016年12月7日,七匹狼发布公告称,参与发起设立前海再保险股份有限公司,开始涉足再保险业务。今年3月,七匹狼害对《周末画报》母公司旗下现代数码收购了30%的股权。

七匹狼在业绩会上表示,公司目标是打造时尚产业集团,在实现七匹狼主品牌向零售转型的基础上,围绕时尚产业利用投资打造产业平台。时尚产业可能不仅仅包含服饰,还可能涉及文化、传播、生活方式等部分,未来七匹狼会围绕这些领域展开投资。

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