Buy "Pilcardan": Buy Memories or Buy Brands?

Pierre Cardin is old. When the 87-year-old man is increasingly desperate to sell a fashion empire named after him, who is most likely to buy it?

Over the weekend, foreign media reported that two private enterprises in Wenzhou and Guangzhou are in the process of purchasing “Pier Cardin”, and the purchase price exceeds 200 million euros. The news quickly spread in China and is more than 120 million dollars from Youngor last year. The main assets of KWD, the fifth-largest clothing company in the United States, ignited even greater waves.

The reason is simple. Thirty years ago, when the Chinese made up their minds to open their windows to see the world, the first sign they saw was “Pier Cardin”.

On March 19, 1979, as the first European fashion designer to come to China, Pierre Cardin led 12 foreign models to perform the first Chinese fashion show at the Beijing National Cultural Palace. The model on the stage took a catwalk, and the color of the body was dazzling. The audience under the table held their breath and the clothes were only black, gray, green and blue.

At the time, the Associated Press reporter had photographed such a photo for Pierre Cardin – Peel Cardin, dressed in a black wool coat, a scarf on his neck, and his hands in his pockets, walked on Chang’an Street. Behind the group of workers dressed in blue overalls, and the old farmer wearing a liberation hat and wrinkling and crouching against the jacket, looked at Peel Cardin like an alien... It was a landmark of that era. image.

Since then, "Pier Cardin" has become the first international brand to enter the Chinese market. It has become the top label of the Chinese people, luxury, and identity. It has also become the focus of counterfeiters. Pierre Cardin’s “bold” year has made this brand, which is not a top international brand, the most recognized “big name” in the Chinese market for several years.

However, over time, 30 years later, when “Peer Cardin”, who was rated as a bit old, a bit overwhelmed by the Chinese fashion industry and standing aside in the international fashion industry, was on the other side of the negotiating table, he was most familiar with it. The Chinese who are the most familiar with it cannot rely on feelings to make decisions. It is not important whether they can afford it or buy it expensively. It is important to be able to do a good job and be worthy of the source of the 30 years.

As Pierre Cardin said, his sale of the fashion empire is not just because he hasn't worked for more than 60 years, but also because he is bored with the modern fashion industry: “If I hold a fashion show at 3 pm, then 3 Hours later, people will copy the designs based on photos and television and sell them to people willing to copy them." If Chinese private companies want to make this once brilliant brand come back to life, back to the world first-tier, second-line, then at least have to buy back frontier design and ideas, or have their own original design and ideas, not only do not copy others and even have to constantly make new Let others copy - this is not exactly what we are good at. And if the Chinese private-owned enterprises buy only the brand, or just buy out some of the products, such as the right to use the brand of shoes and leather goods, then the sale of more than 200 million euros is quite uneconomical.

Over the years, the operating model of Pierre Cardin was mainly authorized. After authorization, you randomly processed and produced, and then opened stores around the world. It is believed that China’s private enterprises are familiar with this model, and it’s also clear how many old brands are so “China.” "Turned to the edge of doing what." Is it possible for the private enterprises in this endgame to reverse, or what we can do is buy out the brand use rights of some products, stabilize the “authorization” and “branding”, and continue to keep the “Pir Cardin” remnants? Lao Ben, especially in the Chinese market (especially the northern market) remnants of the "old" eat for several years?

Today, the world's big names are rushing to the beach in the Chinese market. “Pier Cardin” is like a declining aristocrat. Only the nostalgic Chinese people are still full of gratitude for it, and precisely because of this, if you buy “Pier Cardin”, it’s even more Need to give it a future, not just use it yesterday. Otherwise, “the cinnabar on the heart of the mouth is turned into a mosquito blood on the wall,” and “the bright moonlight in front of the bed becomes a grain of white rice on the clothes.” Not only is it regrettable, but it is left behind. Sad.