Ellassay Fashion: Continued Growth with a Multi-brand Strategy

科研成果: 其它稿件案例

摘要

Ellassay Fashion is a high-end Chinese fashion group based in Shenzhen. The company has expanded in its home market and internationally through a series of acquisitions of foreign fashion brands. This strategy was popular among Chinese textile and garment companies, as it creates business growth opportunities by introducing foreign brands into the local market. However, it also creates challenges in managing multi-brand operations in a fast-changing sector. Founder Xia Guoxin had to consider: (i) how to coordinate and integrate multiple brands within the group; (ii) how to strengthen the company's position in China using foreign brands; (iii) whether to continue expanding through overseas mergers and acquisitions (M&A) to cement its position in local and international markets.
源语言英语
页数19
已出版 - 30 6月 2021

案例编号

STR-21-747

案例规范编号

STR-21-747-CE

案例类型

Field Case

更新日期

28/05/2021

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

案例学科表

  • 国际商务
  • 战略

案例行业表

  • 制造
  • 零售

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