Semir'S Acquisition Finally Settled And Integration Is Not Difficult.

< p > Semir finally settled.

Semir has resumed its licensing and announced that it intends to buy a 71% stake in Ningbo Zhong zhe Mu holding company limited by 1 billion 980 million -22.6 billion yuan in the name of GXG.

Zhe Zai Shang responsible person told the Beijing Commercial Daily reporter that the company's cooperation with Semir was more focused on capital level, and Mori Ma did not intervene in the operation level of zhe Mu Shang.

The industry believes that Semir had tried the high-end brand but did not make it bigger. GXG just can make up for the vacancy.

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< p > it is understood that China zhe Mu Shang's brand has GXG and gxg.jeans.

At present, China zhe Mu has set up about more than 1200 retail outlets in mainstream stores and shopping centers throughout the country.

According to the data disclosed by Semir, China zhe Mu still has a total assets of 1 billion 327 million yuan, with a total liabilities of 1 billion 55 million yuan and a net assets of 272 million yuan.

Last year, zhe Mu Shang's operating income was 1 billion 398 million yuan, operating profit was 260 million yuan, and net profit was 206 million yuan.

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< p > Semir said that after the completion of the paction, zhe Mu Mu will become the holding subsidiary of Semir a target= "_blank" href= "//www.sjfzxm.com/" > dress /a, and fill the company's mid end casual wear products, channels and customer groups.

At present, Semir clothing has leisure brand "Semir" and children's clothing brand "balbala".

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< p > from the planned acquisition of 10 times premium, Semir is very optimistic about the future of zhe zhe Shang.

But the market reaction does not seem to be so optimistic.

Yesterday, Semir finally closed at 23 yuan / share, a decrease of 6.77%.

In this regard, Semir Dongming Zheng Hongwei explained that because investors failed to understand the significance of Semir's acquisition, resulting in a decline in share prices.

Zhong zhe Shang said that although the brand positioning of Semir costumes and zhe Mu Shang is different, the two can make good additions.

China zhe Mu Shang will continue to maintain rapid development by leveraging Semir's capital, manpower and channels.

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< p > in the independent a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > commentator Ma Gang, today's clothing industry has entered the integration period.

"Relying on capital advantages, large enterprises will buy high-quality small businesses, potential brands and areas not involved."

Ma Gang believes that although China zhe Mu Shang's operation team is good and has a good market in large and medium-sized cities, there are obvious differences between the two in terms of management and operation mode.

"Semir is dominated by exclusive stores, while Chinese philosophers are still stationed in shopping malls. The positioning and pricing of the two are different. In the short term, the cooperation between saga and zhe Zemin is limited to the capital level and it is difficult to get involved."

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< p > Xu Xiongjun, a brand marketing strategy expert, believes that Semir has attracted more and more attention from investors.

"The overall situation of the clothing industry is not good at present, although Semir has made profits in the whole year and the first quarter of this year, the scope has dropped sharply.

At this time, enterprises must take certain measures to let investors see changes. "

In the industry's view, zhe Mu is still complementing Semir and will be closer to other competitors.

"GXG will help Semir improve its existing business strategy in terms of channel sales and so on. At the same time, Semir will change Semir's taste in the eyes of the public and realize its brand diversification so that it can move closer to leading brands such as the United States."

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