Brand acquisition is not a sign of maturity shoe need to be cautious – Formic Ac
The financial crisis and reduced domestic shoe brands and international brands from the international shoe brands many crumbling, so that footwear manufacturers have seen this one opportunity, and therefore pushed to the cusp of the acquisition trend to form a wave heat. Insiders of the domestic M & A International shoe shoe brand, which will become a sign of a maturing shoe. Some people even think that up to go to achieve the brand's shoe buying spree in the stock, will expand the brand overseas counter-sounding horn.
Early acquisition for the shoe brand, in terms of R & D, technology, brand, distribution network operators to brand China a lot of shoe is still in growth stage, mature and perfect realization of the international operations just days Fang going to happen. The rapid development of many small and medium enterprises shoes although production capacity to occupy a favorable position, but the brand is still short board shaping, the brand has really limited the accumulation of culture. But with China becoming the world's largest market, many domestic enterprises shoes mature faster, from the simple pursuit of the sales to change the brand to break through to today's M & A boom, are all validation of the Chinese shoe-making enterprises have already entered the era of brand marketing .
October 2009, invest 600 million dollar acquisition of Anta FILA brand in mainland China, Hong Kong and Macao business, grasp the potential of high-end sporting goods market. FILA brand Anta joined not only to bring new business growth, but also with the main attack the mass market local brand Anta Formation complement each other. Chairman and CEO of ANTA Sports has also done Shizhong said, based on the acquisition of FILA brand do more solid to good long-term development of ANTA. Obviously, Anta acquisition FILA brand is standing under a large international industry think, rely on the operational experience of a mature brand. Chinese brands in the FILA remodeling work is completed, Anta will select high-end consumer market has a considerable base of distributors and planning to open up new outlets, plans by the end of 2010 will have 200 stores FILA. This will further enrich the connotation of ANTA brand and consolidate the ANTA Sports in China's leading position in the industry, successfully riding the sports brand's top spot.
Similarly, the brand is not simply the acquisition of capital operation, a business acquisition capabilities include not only pre-acquisition costs, more importantly, the brand after the acquisition, the operation of the continuous investment and corporate culture, business operations and effective support at all levels . In addition the acquisition of enterprises occupy a lot of money and energy, is likely to weaken competition in the industry dominance. Previously occupied the sports brand Adidas steadily the first place, but Adi to high price, after the acquisition of U.S. brand Reebok, because of indigestion, an opportunity to competitors Nike, Nike took the opportunity to product line expanded to more sports fields. This example also confirms the brand acquisitions, corporate assimilation, integration difficult. Therefore, acquisition of shoe brands need to maintain a cool head, and more feasible to analyze the factors behind, think twice before they go on the road in the brand further.
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