Sejumlah Raksasa Korea Bergabung 8.3 Miliar yuan “Perang Akuisisi Rumah Hansen”, Pasar Tiongkok Sedang Menurun Serius.

Industri Dapur Dan Kamar Mandi Asli Media Arus Utama Informasi Dapur Dan Kamar Mandi

The acquisition war for Korea’s largest home furnishing company is heating up.

With the addition of Korean retail giant, Grup LX, the competition for the acquisition of Hanson Home is intensifying. Sebelumnya, Toserba Shinsegae Korea Selatan, Hyundai Furniture (Hyundai Livart), anak perusahaan dari Hyundai Department Store, and South Korea’s Lotte announced their intention to jointly acquire Hanson with South Korea’s private equity IMM PrivateEquity (IM). But the acquisition camp is expanding with the addition of LXHausys, sebuah perusahaan bahan bangunan milik LX Group (pernah menjadi bagian dari LG), salah satu top Korea 50 kelompok perusahaan.

If LX Hausys acquires Hansen, the top-ranked company in the interior design and building materials industry, the landscape of the Korean building materials and interior design industry will undergo a huge shakeup, and the market shares of the top companies will be recalculated.

Menurut media Korea, LX Hausys held a board meeting on September 6 and announced that it will invest 300 miliar won (RMB 1.7 miliar) as a strategic investor in a private equity fund that IMM plans to set up to acquire Hanson. Namun, investasi akhir belum dikonfirmasi.

Lotte, Shinsegae and Hyundai Department Store Group have announced their plans to participate in the acquisition. LX Hausys is considered to have the most competitive advantage considering the synergy with Hanson’s business.

With the recent spin-off of LX Group from LG Group, its business scope has expanded from traditional construction materials to the whole house. Building materials account for about 70% dari LX Hausys’ penjualan, menutupi jendela, pintu, lantai, panel, artificial marble, dll.. The division’s sales in the second quarter of this year were KRW 659.6 miliar, ke atas 25% tahun ke tahun. LX Hausys memiliki pangsa pasar terbesar dalam kategori jendela untuk proyek real estate di Korea. It also has strengths in high value-added product lines such as marble kitchen sinks and PF insulation materials.

And Hansen has an overwhelming advantage in the Korean retail market. Hansen started with kitchen furniture in 1970, then began supplying interior furniture in 1997 and has expanded its business to include building materials such as bathrooms, jendela dan lantai. It is currently the No. 1 market player in kitchen furniture and interior furniture in Korea. Dealer intinya, quality stores and a number of stores are the most important reasons to attract the acquirer.

Menurut laporan media Korea, Hansen has showrooms and mega experience centers in 15 key locations in the region, including Bangbae-dong, Seocho-gu, Seoul and Nunhyeon-dong, Gangnam-gu, Daegu, Pangyo-dong, and Hanam-si, Korea. They exclusively supply Hansen products and have 550 online stores for re-house remodeling business, 240 kitchen furniture stores and 80 flagship interior design stores.

Hansen employs 8,000 remodeling construction professionals and 2,500 interior design sales associates. Penjualan perusahaan tahun lalu (267.5 miliar won) lebih dari empat kali lipat dari tahun sebelumnya (65 miliar won), the highest performance since its founding. Saluran online-nya, Hansen Mall, yang memberikan informasi tentang menyesuaikan rumah baru, moving houses, children’s rooms, dll., has achieved positive sales growth since the first quarter of last year. Saat ini menarik 3 juta pelanggan per bulan.

Sales of its B2C (remodeling and kitchen) division increased by 23% tahun ke tahun di 2020. Dari ini, Memindahkan ke rumah yg lain, which provides total remodeling solutions, tumbuh sebesar 33.3%. Pada 2020, Hansen’s kitchen sales for second-hand homes account for 27.5% dari total penjualan. Combined with 30.6 percent of online and offline sales from the sale of furniture and home furnishings, the B2C business accounted for 69.1 persen.

Hansen’s revenue for FY2020

Kitchen and bathroom information according to public data collation

Pada kuartal kedua 2021, sales and operating profit increased 9.6 persen dan 22.6 persen, masing-masing, compared with the prior year. Remodeling segment sales increased 24.6 persen dari tahun ke tahun.

Hansen 2021 first half results

Kitchen and bathroom information according to public data collation

Meski ukurannya bertambah, Hansen’s overseas subsidiaries did not perform as well as expected. Sales growth at Hansen’s U.S. and China subsidiaries has also slowed each year for the past three years. Tahun lalu, sales at the two subsidiaries declined 10.2 persen dan 3.9 persen, masing-masing, while the China subsidiary experienced a double-digit decline. The decline also continued in the first and second quarters of this year with negative growth of 17.3 persen dan 45.7 persen.

Hansen has been in China since the early 1990s. Di dalam 1995, it set up Beijing Hansen Home Products Co., Ltd. in Beijing and invested in a cabinet production plant to undertake engineering business, and joint with the head of the pan-home industry to develop some engineering projects.

Kitchen and bathroom information query enterprise search found that the shareholders of Beijing Hansen Home Products Co., Ltd. Hansen (Cina) Investasi Co., Ltd. increased its registered capital in 2020, but this year Beijing Hansen Home Products Co., Ltd. in February legal representative, direktur, shareholders and other members of the successive changes.

It is worth noting that earlier this year there were media reports that most of the Korean executives of Hanson Korea stationed in China have been withdrawn one after another at the end of 2018 dan awal 2019. Some of the Chinese employees in China are looking for their next homes, and some have even found their next homes, pending only the arrival of significant layoff compensation.

Kesepakatan yang diumumkan sebelumnya untuk IMM untuk mengakuisisi a 30.21% hak kepemilikan dan pengelolaan dilaporkan bernilai 1.5 triliun won (RMB 8.3 miliar).

IMM akan mengulas Lotte's dan LX Hausys’ investments and identify partners as early as mid-September. Saat ini, Lotte telah secara resmi mengumumkannya “mempertimbangkan partisipasi” dan LX Hausys telah mengumumkan akan berinvestasi 300 billion won as a strategic investment. After the acquisition of Hanson is completed, IMM berharap dapat mengembangkannya menjadi operator terbesar di pasar rumah dalam ruangan online dan offline.