Pierre Cardin executives denied that the sale of a brand worth 200 million euros was false news

After verification by the author to general manager of Pierre Cardin China, General Manager of Guangdong Jiansheng Company, it is a false news that Chinese companies want to spend 200 million euros to acquire the French brand media Pilkatán. Both the sales and the sales both denied the authenticity of this brand transaction.

According to reports, the French company Pierre Cardin announced on the 29th that it will sell its clothing and clothing business in China to two Chinese companies for a total price of 200 million euros. Once the news was disclosed, public opinion was awkward. In the minds of the Chinese people, there are three French people who are most famous, namely Pierre Cardin, Platini and de Gaulle. At the beginning of China’s reform and opening up in 1979, Pierre Cardin became the first European and American fashion brand to land on the Chinese market. It brought a new concept of dressing aesthetics to Chinese people. Pierre Cardin became the earliest luxury in the hearts of Chinese people. , But as time goes by, now a former nobleman is selling his beauties at this time, so the major media have spared no effort to track down the incident. Guangzhou Jiansheng Trading Co., Ltd. and Cardin Road Company gradually moved from behind the scenes to the stage. It was they who wanted to include Pierre Cardin in the bag. The media reported that there was a sense of national pride and that people were encouraged. The Chinese people could finally compete in the world wars, and the European and American brand aristocracy They finally succumbed to their own feet in their decline.

The first model team in New China was promoted by Pierre Cardin.

Today’s Mr. Pierre Cardin

As everyone is still buzzing with discussions, dramatic scenes have emerged, and senior executives of Pierre Cardin have denied the sale of the brand. On the one hand, it is a toast to celebrate. On the other, it denies strongly. What is the reason? Originally Pierre Cardin did not intend to sell the entire group brand. They discussed with Jiansheng and Cardin Road just about the sale of certain brands such as bags and leather goods. Before long, Japanese companies had already purchased Pirca. Dan's sub-brands and the acquisition of the Pierre Cardin Group brand are just one of the proposals in the negotiations. Both parties have not yet thought of any substantive discussion on this matter. In fact, all this is more like a news event marketing, and it is similar to Tengzhong’s acquisition of Hummer.

However, from another point of view, even if Chinese companies successfully acquired the Pierre Cardin brand, such a high-profile dissemination of the incident may not necessarily be a good thing. Unlike many brands, luxury brands have a strong "descent" theory. Once it is separated from the blood of this heritage, it is bound to have a debilitating negative impact. For instance, once the news of Tengzhong’s acquisition of Hummer was released, Chinese audiences expressed doubts about the future brand value of “Hummer”, so the US globrand.com immediately The media announced that they will manage all aspects of the development of the brand, and the production of products will not be managed by Tengzhong. Tengzhong looks more like a relatively high-profile agent at this time.

In contrast, some Chinese companies are more tactical to acquire foreign brands. KAPPA and ESPRIT are relatively successful cases. For their audience, few consumers know that the ownership of these two brands is actually in China. In the hands of people, if they are so high-profile, they will surely have a huge impact on their sales and brand development.

Finally, whether or not this matter is deliberately hyped by some people, we should rationally deal with the acquisition of foreign brands. As China plays a more and more important role in the development of the world economy, such acquisitions will surely increase. More and more, at this time, Chinese companies should systematically consider the operation of the brand in their own hands in order to avoid the fact that high-priced and well-known brands cannot achieve the grand value of continuing to add value.