Look At Distorted Consumer Attitudes From PRADA And Reject "Made In China"

Claiming to have acquired Italy

On Monday, Prada

Due to the financial crisis, Prada, which was originally expected to be listed in 2008, is stranded not only on the listing plan, but also on five Italy banks with a debt of about 6 billion 200 million yuan.

Reporters learned from the relevant channels that two debt close to 4 billion 800 million yuan will expire this summer.

Unable to repay the debts of the five largest banks, Prada has mortgaged its shares to banks, and banks consider selling 40% of the group's shares to repay huge debts through public offerings.

In the past two years, he has been buying 13% of Prada's shares through a consultancy company that acquired 20 million euros in Shanghai, according to Lu Qiang, President of the company in Italy.

In accordance with his idea, and then buy up to 20%, he can become Prada's controlling shareholder.

However, after learning that "behind the scenes boss" is Chinese, Prada suddenly changed its face.

Lu Qiang pointed out that his acquisition team originally planned to invest 450 million euros to buy Prada shares held by creditor banks, but the latter suddenly raised the offer. Now it may not cost 700 million euros.

Nandu has learned that Prada's debtors had already postponed their loans.

While raising the purchase price to Lu Qiang, Prada also disclosed that it will restart its listing plan this year. Besides listing in Milan, Italy, it is also considering Hongkong listing.

On Monday, Prada again issued a notice denying the pfer of shares, which means that Prada has formally refused to buy from Chinese enterprises.

Lu Qiang also said that if the next week can not smoothly acquire the remaining shares, can not achieve the holding, he will sell the company's stake.

Agents are "abandoned" for reverse takeover.

China's luxury goods report 2009 shows that China's total consumption of luxury goods has accounted for 25% of the world's total. For the first time, it has surpassed the United States, becoming the second largest consumer of luxury goods in the world after Japan.

Under such circumstances, no one would like to miss China's opportunity.

At present, 80% of the world's leading luxury brands have entered the Chinese market.

But while these companies are flocking to China, Chinese enterprises are only playing a leading role in risk sharing.

"It is impossible for China's local agents to do the Chinese market forever. Our aim is to quickly occupy the market. After 3-5 years, when the market is fully mature, the distributor's right to resellers will be recovered, and then distributors will be allowed to open up new markets in two or three tier cities."

Andrea, general manager of the Asia Pacific board of directors of Bella, revealed at the fifth luxury international summit held in Macao recently.

Reporter survey found that at present, the international brand "abandonment" part of the agent phenomenon has emerged.

Dickson Poon, a Hongkong tycoon known as "famous brand pan", ended 9 years of cooperation with the US clothing brand PoloRalphLauren at the end of 2009, but also lost TommyHilfiger's agent in the mainland of China.

The American luxury brand Coach, known for its handbags, has also recovered the Chinese retail business from the agent Junsi group, leaving only 5 retail outlets operated by third party retailers.

"This practice makes the agent unwilling.

Because it takes a long period of investment to cultivate a market, especially for those brands that are not well known, publicity and promotion, shop decoration and distribution are huge investments in the past few years.

Unfortunately, because the brand controls the supply of goods, agents are often in a weak position in front of the brand.

A garment agent told reporters that in order to reverse this situation, many Chinese enterprises began to directly buy luxury brands in Europe and America.

In the Escada bankruptcy case, Chinese buyers tried to buy.

In September 2009, Hongkong YGM trading company formally acquired the exclusive and absolute control of Aquascutum, an old British luxury brand.

The company was originally the general agent of the Greater China region.

But Chinese companies have long been the buyers of luxury giants.

According to the latest report of Bain consulting, China's luxury goods market grew by nearly 12% in 2009, accounting for 27.5% of the global market share, of which 50% of the luxury consumption was used to gift.