Just after the Spring Festival holiday, China's home chain stores exposed a heavy news --- Red Star Macalline, which has not broken through the market for one year, has a new move. Yesterday (February 10), the reporter learned from the relevant person of Red Star Macalline, Red Star Macalline has confirmed the third-largest JSWB in the industry, and the matter has made substantial progress. It is understood that the two parties have signed a framework agreement and will complete all acquisitions in the near future.
In the next few months, China's home furnishing industry will usher in the largest integration in history. Wu Yuqi, the marketing director of JSWB, told the Daily Economic News that the acquisition was true, and the specific amount and method could not be said. The announcement of the Red Star Macalline is subject to change.
Insiders pointed out that the acquisition can make Red Star Macalline horizontal integration and strengthen its dominance on a large scale, but the current home sales market is deeply affected by e-commerce, behind the company's crazy expansion, how to maintain stable rental income and customer resources will be one Big problem.
Advance the dual brand strategy
The acquisition of JSWB by Red Star Macalline can be described as twists and turns. As early as the second half of 2009, the industry was rumored that the two giants of China's home furnishing industry, Red Star Macalline and JSWB, carried out the so-called "deep cooperation." In January 2010, more media took the lead in disclosing the internal news -- the "acquisition" that was originally said to be "water-filled", but the result ended in failure. However, at the beginning and end of the “acquisition doorâ€, neither Red Star Macalline nor JSWB issued any official statements.
Since then, the news about the integration of Red Star Macalline and JSWB has been continuously spread. After four years, the two companies have been strategically planning for a long time, and the “first M&A case†of the domestic household industry has successfully landed.
According to the information that the reporter has learned, after the completion of the acquisition, Red Star Macalline will continue to retain the “Jisheng Weibang†brand and effectively utilize its accumulated brand influence and market reputation to promote the “double brand†strategy and further expand market share. . In the “Furniture Village†model of JSWB, the building materials category was added to become the world home factory direct sales center. The company's product line will also be further enriched and expanded. At the same time, the management of JSWB will be localized, and the original team and talents will remain integrated.
Home industry integration
Industry experts pointed out that the current domestic home furnishing industry brand concentration is still very low, the national channel flagship will be conducive to the formation of large brand manufacturers, with a strong brand incubator role.
Insiders of JSWB told the Daily Economic News that JSWB currently has some market share in high-end homes, and the model is mainly to collect rents, similar to commercial real estate.
A domestic home industry insider said that the acquisition of JSWB by Red Star Macalline is mainly to enhance the investment ability of home brands and strengthen channel control capabilities, which may be preparing for its future listing. Xue Xinwen, general manager of Ruixin Zhicheng, said that M&A will help Red Star Macalline increase its market share and bargaining power for consumers and suppliers.
According to public information, Jisheng Weibang is one of the earliest pioneers in the country to get involved in brand furniture. In 2006, JSWB and Shanghai Greenland Group invested 3 billion yuan to build JSWB International Furniture Village and began to engage in property leasing business for brand furniture manufacturers. At present, the commercial area is more than 900,000 square meters, and it gathers more than 1,000 famous domestic and international home brands, covering furniture, high-end lighting, home accessories and many other fields. Currently, it includes Italy, France, Germany, USA, Spain, Britain, Norway, Denmark. , Sweden, Japan, Singapore and other dozens of countries, nearly 70 famous brands of exclusive or flagship showroom.
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