七匹狼以3.2億元購得德國輕奢品牌分銷權

Chinese menswear company Fujian Septwolves has agreed to buy distribution rights for German fashion designer Karl Lagerfeld’s brand for Rmb320m ($48m), as Chinese clothing brands attempt to upgrade their image and target more affluent consumers.

中國男裝公司福建七匹狼(Fujian Septwolves)已同意斥資3.20億元人民幣(合4800萬美元)購入德國時裝設計師卡爾•拉格菲爾德(Karl Lagerfeld)(見題圖)的品牌的分銷權。中國服裝品牌正試圖提高形象并將目標瞄準更為富有的消費者。

The company based in eastern China’s Fujian province will acquire an 80 per cent stake in Karl Lagerfeld Greater China Holdings (KLGCK), the owner of permanent rights to distribute the designer’s brand in mainland China, Hong Kong and Taiwan.

這家總部位于中國福建省的公司將收購Karl Lagerfeld Greater China Holdings(簡稱：KLGC)80%的股權，后者擁有拉格菲爾德的品牌在中國內(nèi)地、香港和臺灣的永久分銷權。

As part of the deal, Septwolves will inject about $12m dollars into KLGCK’s Shanghai unit which operates the stores.

作為這筆交易的一部分，七匹狼將向經(jīng)營該品牌門店的加拉格(上海)商貿(mào)有限公司注資約1200萬美元。

Septwolves said in a statement to the Shanghai exchange on Tuesday: “As consumers’ average disposable incomes rise, they want to express their individuality through unique designs . . . entry-level luxury is a large trend. As one of the world’s strongest fashion brands, Karl Lagerfeld fits that definition.”

七匹狼周二在遞交給上海證交所的一份公告中表示：“隨著人均可支配收入的增加及消費升級，消費者希望通過差異化產(chǎn)品展示個性……輕奢類設計師品牌在國內(nèi)發(fā)展?jié)摿Υ?。作為時尚界最強IP 之一，KARL LAGERFELD品牌定位時尚輕奢市場，具有完 整的產(chǎn)品線以及良好的品牌延展性。”

The deal awaiting regulatory approval will be the latest in a string of luxury acquisitions by Chinese clothing companies, which are mostly limited to the middle and lower tiers of the market and are seeking to take their brands more upmarket.

這筆交易正等待監(jiān)管機構的批準，將成為中國服裝企業(yè)一系列奢侈品牌收購的最新一例，這些企業(yè)大多位于服裝市場的中低端，希望讓自己的品牌變得更高端。

In the past year, Chinese conglomerate Fosun bought a 60 per cent stake in French premium fashion brand IRO, and textile firm Ruyi Group bought a majority stake in France’s SMCP Group, which owns the Sandro, Maje and Claudie Pierlot brands.

過去一年，中國綜合企業(yè)復星(Fosun)購入法國高端時裝品牌IRO 60%的股權，紡織企業(yè)如意集團(Ruyi Group)購入法國SMCP Group的多數(shù)股權，后者擁有Sandro、Maje和Claudie Pierlot品牌。

“The growing sophistication of consumers in China has changed the competitive dynamic for many brands,” consultancy Kantar said in a report this year. “Many have now reached the limits for penetration-led growth and are instead focusing on premiumisation as a better way to attract wealthier, middle-class consumers”.

“中國消費者正日趨成熟，這改變了很多品牌的競爭格局，”咨詢公司凱度(Kantar)今年曾在一份報告中表示，“很多現(xiàn)在已達到由市場占有率拉動的增長的極限，他們正關注高端化，以更好地吸引較為富有的中產(chǎn)消費者”。

The Karl Lagerfeld brand operates six standalone stores as well as outlet mall locations in mainland China.

Karl Lagerfeld品牌在中國內(nèi)地經(jīng)營6家直營店以及一家奧特萊斯店面。

Septwolves is a household name in China, with thousands of stores as well as a tobacco business. It reported net profit of Rmb270m last year on revenues of Rmb2.63bn.

七匹狼在中國家喻戶曉，擁有數(shù)千家門店和煙草業(yè)務。該公司公布，去年凈利潤為2.70億元人民幣，收入為26.4億元人民幣。