The Sales Performance Of The Group Is Slightly Worse Than Expected, And The Target Brand Will Be Sold.

Switzerland's top brands, known as Cartire, Vacheron Constantin and other top jewellery watch brands, are planning to "slim down" recently. According to reports, the peak group has hired Nomura holdings to deal with the sale of its luxury leather brand. LAN Zi (Lancel) matters.

It was founded in 1876 as a classic leather brand in France. In the 80s of last century, its size was equal to that of LV. In 1997, it was bought by the group of 375 million.

　　 Luxury goods Zhou Ting, a research expert, told reporters that the acquired brand did not make better performance in ten years, and was usually sold by luxury group. After selling LAN Zi, the group can also use this fund to buy more powerful brands.

Behind this, the five month sales growth released by the peak group just ended in August 31, 2013 is lower than the average forecast of analysts, which is also less than that of the same period last year. Among them, the sales growth rate in the Asia Pacific region slowed to 1%.

"The slowdown in China's economic market and China's anti-corruption policy are only external factors for the short-term sales decline. It is fundamentally that a large number of fashion brands have entered the low-end watch brand, which has been a great impact on the top brands that have been focusing on high-end watches." Zhou Ting explained.

It is understood that Lan's fashion and accessories business is the worst performing group of the group. In May this year, the chief executive of the Department also announced its resignation.

It is worth noting that Summit group The sale of LAN Zi is interpreted by the industry as an important step in the group's willingness to shake off its poor performance.

Xue Shengwen, an adviser to CIC, said in an interview that the performance of the fashion and accessories business was not satisfactory. The sale of related assets is conducive to concentrating more resources and energy into the business of greater contribution to performance. If the operation and performance of the business have not improved, it will not exclude the possibility that the company will continue to sell the relevant brands.

It has been reported that the potential buyers of LAN Zi include private equity funds and strategic investors, and the valuation should be around 500 million euros.

In the view of Zhou Ting, LAN Zi's brand positioning in France is higher than LV, and the French are treated as "national package". But in the Chinese market, the fame and recognition of LAN Zi is far from that of LV.

Industry experts say that Chinese consumers are less aware of luxury brands. If there is no active marketing and brand marketing, sales will be difficult to break through. After the acquisition by the group, LAN Zi did not invest a lot of money in China.

"In recent years, many luxury brands have entered China, and their rapid development has caused a serious squeeze on LAN, leading to the fact that the brand is not growing in China." Zhou Ting explained.