多家韩国巨头加盟 8.3 亿元 “汉森购房战”, 中国市场严重下滑.

原创厨卫行业主流媒体厨卫资讯

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

With the addition of Korean retail giant, LX集团, the competition for the acquisition of Hanson Home is intensifying. 之前, 韩国新世界百货商店, Hyundai Furniture (现代利瓦特), 现代百货商店的子公司, and South Korea’s Lotte announced their intention to jointly acquire Hanson with South Korea’s private equity IMM PrivateEquity (注塑机). But the acquisition camp is expanding with the addition of LXHausys, LX集团旗下的一家建材公​​司 (曾经是LG的一部分), 韩国顶级之一 50 企业集团.

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.

According to Korean media, LX Hausys held a board meeting on September 6 and announced that it will invest 300 亿韩元 (人民币 1.7 十亿) as a strategic investor in a private equity fund that IMM plans to set up to acquire Hanson. 然而, 最终投资尚未确认.

乐天, 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% LX Hausys 的’ 销售量, 遮盖窗户, 门, 地板, 面板, artificial marble, ETC. The division’s sales in the second quarter of this year were KRW 659.6 十亿, 向上 25% 去年同期. LX Hausys 在韩国房地产项目窗户类别中拥有最大的市场份额. 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, 窗户和地板. It is currently the No. 1 market player in kitchen furniture and interior furniture in Korea. 其核心经销商, quality stores and a number of stores are the most important reasons to attract the acquirer.

据韩国媒体报道, Hansen has showrooms and mega experience centers in 15 key locations in the region, including Bangbae-dong, 瑞草区, Seoul and Nunhyeon-dong, 江南区, Daegu, 板桥洞, and Hanam-si, 韩国. 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. 公司去年销售额 (267.5 亿韩元) 比上一年增加了四倍多 (65 亿韩元), the highest performance since its founding. 其在线渠道, Hansen Mall, 提供有关定制新房的信息, moving houses, children’s rooms, ETC。, has achieved positive sales growth since the first quarter of last year. 目前吸引了 3 每月百万客户.

Sales of its B2C (remodeling and kitchen) division increased by 23% 同比于 2020. 这个的, 重新安置, which provides total remodeling solutions, 成长于 33.3%. As of 2020, Hansen’s kitchen sales for second-hand homes account for 27.5% 总销售额. 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 百分比.

Hansen’s revenue for FY2020

Kitchen and bathroom information according to public data collation

在第二季度 2021, sales and operating profit increased 9.6 percent and 22.6 百分比, 分别, compared with the prior year. Remodeling segment sales increased 24.6 同比百分比.

Hansen 2021 first half results

Kitchen and bathroom information according to public data collation

尽管规模不断增长, 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. 去年, sales at the two subsidiaries declined 10.2 percent and 3.9 百分比, 分别, 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 percent and 45.7 百分比.

Hansen has been in China since the early 1990s. 在 1995, it set up Beijing Hansen Home Products Co., 有限公司. 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., 有限公司. Hansen (中国) Investment Co., 有限公司. increased its registered capital in 2020, but this year Beijing Hansen Home Products Co., 有限公司. in February legal representative, 董事, 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 和早 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.

此前宣布的 IMM 收购 30.21% 据报道，股权和管理权的价值 1.5 万亿韩元 (人民币 8.3 十亿).

IMM 将审查乐天和 LX Hausys’ investments and identify partners as early as mid-September. 现在, 乐天正式宣布 “考虑参与” LX Hausys宣布将投资 300 billion won as a strategic investment. After the acquisition of Hanson is completed, IMM期望将其发展成为线上线下室内家居市场最大运营商.