Acquisition of European companies China Xieqi ushered in the era of the "anti-Foundry"

Global smart manufacturing organization President ClaudioR.Boer recently to frequent visits to Dongguan, Guangdong Province, foreign economic adviser, he is a Chinese name for "Bole". Many factories in Guangdong, he hoped to phase "right-hand man", the use of European scientific and technological innovation to help China manufacturing transition update.

In the Bole of the mobile phone, the collection at the fish shape and other stylish shoes, the growth of Switzerland in Italy, subtle effect by Italy footwear. Italy is world traditional footwear and export power, the selection of high quality shoes in science, design ideas, and so lead the trend of the world, has been on the international market with high-quality high-priced brand effect in occupies a high-end market. Bole this decades obsessed study European shoe technology and design.

James Blake in the business news on the reporter said that labour cost increases, the appreciation of the renminbi and other factors, whether active or passive, is in speed up China Xieqi transformation and upgrading. Some Chinese no longer play Foundry Xieqi, as with international enterprises in the manufacturing, research and development design, market and brand, and other links of cooperation to enhance, extend to both ends of the value chain and gradually acquired the right to speak.

World consumption patterns change quietly, global industry chain are adjusted accordingly. Especially after the outbreak of the financial crisis, in Europe and the market has not yet recovered, the Chinese consumer market and unique, this is a Chinese enterprises, especially clothing and comfortable shoes, kuaixiaopin enterprises to create a wonderful birds, "anti-Foundry" era is coming.

Let Europe Xieqi Foundry

Resolutely not OEM, Guangzhou tianchuang shoes co., Ltd. Chairman of beam yaohua go a step further. Founded in 1991, even if the shoe has encountered many difficulties, he was insisting on this point, a Hong Kong capital with many different routes xieqi. Today, he's not only not as others xieqi do wedding, and even let the European brand for their own xieqi do OEM.

Have done electronics, shoes and other products for traders, yaohua very clear generation factory in the industrial chain in the awkward position of research and development, brand design and market core parts are mastered in the hands of others, if not in the core values of some breakthroughs, the road only gets narrower.

"Electronic product generation of factories in the 1980s the profit of approximately 6%, now generally decline to 1%-2%, with the increasing costs of labor, and so on, this is the inevitable trend, however, the electronics industry to be in core technology breakthrough very difficult, the design of space is limited, but in shoes, clothing this class extends the value kuaixiaopin relatively easy, mainly from the grasp the consumer psychology and fashion design breakthrough. "Electronic engineers of beam yaohua explains why turn into shoes industry.

In the early 1990s, most of the Pearl River Delta are also busy xieqi OEM export market in China, almost no brand shoes, beam yaohua began targeting "women shoes brand", and Belle, Saturday, and other enterprises to become China's shoes to the founder of the first generation of the brand.

Today's market, the number of enterprises have a good grasp of development opportunities. At present, the sky creation in the country has 15 shoe branch, 800 retail stores, independent brands kissing cat (KISSCAT) sales for six consecutive years in the women's market in the first five.

In preemption in the domestic market, this enterprise has been concerned with design, years, day invasive has been working with European more closely with the Design Studio, the European leading the fashion trend of design styles into his own shoes. However, this is not enough, or unable to learn the European shoe's craft.

In 2008, beam yaohua and Europe already have 80 years history of Spain reached cooperation, Patricia brand in Beijing to set up a company, he shares 75%, absolute control. Under the influence of the financial crisis, Europe and consumer ecofriendly, many European brands have eyeing China market. Patricia brand in China market in 30 years of brand management to create company operating day. Beam yaohua took Patricia brand shoes all imported from Europe, in addition, he will kiss the cat and other independent brand of some orders to EU footwear factories manufacturing.

Grasp the domestic market Terminal channels and pricing power, even if the manufacturing costs, a brand can withstand xieqi or. While this year only the labor cost is increased by 28%, rising costs apportioned over to each pair of shoes to price increases, customers are also acceptable.

But European manufacturing price generally high. "At present, domestic consumers can afford our shop at the price of imported shoes in Europe, but these shoes can make a little profit. Therefore, the European manufacturing accounting for the proportion of our footwear products, only a few percentage points. "Beam yaohua said.

In contrast, China is a pair of leather shoes export price to $ 50, and from the European purchasing a pair of shoes in the non-paid, basic to $ 400 plus tariff and logistics costs, some imported shoes in the shelves of the cost price has reached 1000 $/pair, made in China than in occupies a significant European manufacturing cost advantage, and the European shoe workers less and less, hundreds of people's shoes factory is very rare, productivity significantly behind.

Beam yaohua also said that the Commission of the European shoe factory production only phase behavior, not a trend, this stage is to study European shoe technology, design, and get fashion information, by working together to further enhance the competitive advantages of the shoes.

Following a successful initial public offering of Belle, Saturday, day after creating footwear is also started listing plan. For beam yaohua is concerned, with the capital operation of accelerating brand expansion is one of the direction, he conceded, not excluding overseas acquisitions brand to enter the international market.

Chinese enterprises to launch takeover offensive

Ten years, ten years in the East. Some European brand suddenly discovered, was once the "Tiger farming and, ultimately, suffering from" reduced to the Chinese partner acquisitions "end". Following the Wenzhou Cherng lung company to 37 million euros for acquisitions in France brand skin

El · Cardin's shoes, and other four varieties of trademark rights in China, Wenzhou Ockham group 18 May this year to less than US $ 22 million of the price of acquisition of Italy footwear brand Wanli Weide's greater China, trademarks and patents and other proprietary rights.

Following the acquisition, further cooperation in the implementation. 13 October, Ockham in Italy Wanli Weide headquarters of international research and Development Center and procurement Center, Wanli Weide into two centers provide the necessary equipment, production staff and technical guidance, Ockham provides design, procurement officers. The parties to cooperate to complete the initial layout design, production, mass production at Ockham domestic production bases. Both parties share research results are used to promote Wanli Weide brand worldwide.

Founded in 1969, the main production of Wanli Weide "breathing" functional shoes, is Italy's "old" xieqi, employs more than 2300 upwards. Ockham group was once only OEM production for Wanli Weide, January 2008, Ockham and Wanli Weide sign strategic cooperation agreement in the world, win Wanli Weide 10 years of brand management in the Asia Pacific region. Wanli Weide provides product development resources, technology, legal support in the Asia-Pacific region of brand marketing, product manufacturing operations by Ockham.

All along, on the acquisition in May of this year has played a key role in Wanli Weide original intention to be sold to global business. Taking into account market risk, Ockham first acquisitions Wanli Weide in greater China, trademarks, patents and other proprietary rights, and if successful, the doctrine is likely to be gradually extended to the global scope.

Ockham footwear co., Ltd. General Manager Wang right, Wanli Weide's Italy, the most fashionable design and material, with the most cutting-edge information. Here to set up research and development centers and procurement Center, will bring Italy's technology and information, conversion into domestic competitiveness.

Ockham with Wanli Weide company reached a consensus in the three years Wanli Weide China Asia most competitive high-end brands. To this end, Ockham also formed a team of distinguished from existing operational team.

You have me, I have you in. The fusion of Chinese and Western shoes than many of the industry, the industrial chain of each link, has gradually emerged stand side by side and Western Xieqi, China is no longer a pathetic to xieqi squat in the manufacturing of low-lying areas.