Antarctic e-commerce, known as the “King of Tags”, has once again acquired brand trademarks. On December 26, the company (002127) announced that it planned to acquire some of the trademarks registered in mainland China and the Hong Kong Special Administrative Region held by TBH GLOBAL CO., LTD for 330 million yuan, and to acquire Baijiahao Hong Kong Co., Ltd. for 180 million yuan. It holds 100% of the shares of Baijiahao.
According to the announcement, TBH GLOBAL CO., LTD is a Korean clothing manufacturing company. There are 78 trademarks subject to the transaction, including 74 trademarks registered in mainland China and 4 trademarks registered in the Hong Kong Special Administrative Region, including well-known Korean women’s clothing. Fashion brands BASIC HOUSE, Mind Bridge and JUCY JUDY, etc.
Baijiahao was established in 2004 with a registered capital of US$65.4 million. Its business scope includes wholesale, import, export and retail of clothing accessories. In the first three quarters of this year, Baijiahao’s revenue was 966 million yuan, with a net loss of 66.7513 million yuan, total assets of 900 million yuan, and net assets of -339 million yuan.
As early as 2019, there were media reports that TBH GLOBAL CO., LTD planned to sell its Chinese business to reduce debt and hoped to raise US$200 million through the transaction. This Korean clothing brand encountered a financial crisis in 2018, with a loss of 57.7 billion won that year.
Regarding the purpose of this acquisition, Nanji E-commerce stated that due to the rise of content e-commerce, the value of some well-known and unique brands has become prominent. The acquisition of such brands will help build the company’s brand system; at the same time, because the company is engaged in R&D and production , there are certain shortcomings in quality management, and Baijiahao has strong advantages in R&D, production, and quality management, which can better complement the company’s shortcomings in these aspects and make better preparations for the company’s future integrated management and control of production, marketing, and research. , to better provide consumers with products of good quality, good research and development, personalized and good products at low prices.
Antarctic E-Commerce also reminded that this acquisition still needs to be approved by relevant Chinese government departments in accordance with anti-monopoly laws. There is some uncertainty as to whether the company’s integration of Baijihao can achieve its expectations.
Recently, Antarctic e-commerce companies have frequently made efforts to build a brand matrix. On July 3, Anji E-commerce announced that it had established a joint venture with the international fashion retail brand C&A, and was 60% controlled by Anji E-commerce. In the future, the joint venture will have the right to use the C&A trademark (in China) online and be responsible for all the business of C&A’s online channels.
The main business of Anji E-commerce includes data marketing, brand management, industrial chain services, etc. Its trademark licensing business such as Anjiren and Cardile Crocodile once accounted for a considerable proportion of revenue. However, the company’s revenue structure has changed recently. According to the financial report, the mobile Internet media delivery platform contributed the main revenue in the first half of the year, accounting for 78.45% of the revenue, a year-on-year increase of 17.34%; brand comprehensive services accounted for 14.47%, a year-on-year decrease 42.58%.
Affected by this, the company’s overall profits declined. The financial report shows that the company’s revenue in the first half of the year totaled 1.661 billion yuan, a year-on-year increase of 2.15%; the net profit attributable to the parent company was 246 million yuan, a year-on-year decrease of 42.85%. Nanji E-commerce said it was mainly due to the decline in revenue from brand licensing services for Alibaba channel customers. This trend continued in the third quarter. Revenue in the first three quarters totaled 2.775 billion yuan, a year-on-year increase of 0.08%; net profit attributable to the parent company was 403 million yuan, a year-on-year decrease of 44.15%.
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