Diamond Electric Business, Kelan Was Bought By Gang Tai

Diamond jewelers in China have embarked on the road of change. Gang TAI HOLDINGS announced recently that it bought 100% largest domestic diamond business brand, Kelan jewelry, at a price of 6.6 billion yuan. He also became a listed company. In the industry's view, the acquisition of Kelan by gang Tai lies entirely in channel integration. Jewelry market Has entered the channel integration period.

　　 Gang Tai The holding announcement shows that the company intends to raise 3 billion 295 million yuan in public funds, of which 660 million yuan is used to acquire 100% stake in Shanghai Kelan Trading Co., Ltd. (hereinafter referred to as "Kelan diamond"). Founded in 2007, Kelan diamond, the largest emerging jewellery supplier in China, has attracted much attention from Tencent investment and has passed O2O business model Accumulated a large number of user base. It is understood that in the more than 30 cities, Kelan has set up about 40 franchise stores and franchise experience stores with assets of about 150 million yuan. Statistics show that during the "double 11" period in 2014, Kelan diamonds won the first sale of diamonds in major B2C platforms such as Tmall, Jingdong and suning.com in one fell swoop.

It's not surprising that Kelan, who sits on the background of Tencent, has sold himself. Although Kelan quickly started the brand with the help of Internet thinking, it did not explore a mature and stable profit model. In previous marketing activities, Kelan worked hard with gold and gold bars, and even increased sales by selling gold at a loss. It is understood that its operating income last year was 647 million yuan, a loss of 18 million 720 thousand yuan.

For the acquisition of Kelan, gang Tai said that the company can quickly touch the O2O electric business. Currently, its main business is concentrated in the gold jewelry industry chain, and the acquisition of Kelan focuses on diamond ring, forming a strong synergy with the company's main business, and will form a strong pull effect on the company's expansion of product lines and O2O development.

At present, the competition pressure on jewellery brands is no less than offline. A large number of offline brands including Cai Bai, diamond bird and Zhou Shengsheng have opened official flagship stores on the three party platforms such as Tmall and Jingdong, and launched special styles and products for Internet consumers to sensitive to price. According to the analysis of insiders, Kelan, who has started the Internet thinking, has congenital deficiency in the upstream and downstream of the industrial chain.

In addition, at present, the domestic vertical electricity suppliers almost all decline, and basically survive in the giant.

Gang Tai intends to acquire gold and jewellery O2O first by acquiring Kelan. It is understood that the real estate industry started in the real estate industry in 2013 completed a major asset reorganization began to extend to the gold industry chain, into gold jewelry and gold art. Prior to this, gang Tai also realized the penetration of jewelry business segments through Tmall jewelry. The announcement also pointed out that the funds raised were 453 million yuan and 1 billion 742 million yuan for O2O marketing channel and information management center project and supplement liquidity.