Chapter 309 Another Victory

"Good morning, sir and madam."

Gray saw Qi Sheng and Jin Ying coming down from upstairs and bowed slightly to greet them.

"Good morning."

Qi Sheng looked at the two styles of breakfast that had been prepared and tried the English breakfast.

It was mostly bacon, fried eggs, and fried sausage and mushrooms, which was acceptable.

"Honey, do you have any plans later?"

"I'm going to meet with Misia's acquisition team later. Do you need me to take you there?"

"No, I'll just drive myself to the club later."

Jin Ying asked curiously, "Misia's acquisition team has come to London?"

"London is the economic center of Europe after all, and London Fashion Week is one of the four major fashion weeks in Europe. It has a considerable influence, so Misia will certainly not ignore it."

Qi Sheng paused for a moment, then asked with a smile, "I came to the UK this time not just to acquire Arsenal. Misia will acquire a local luxury brand. Can you guess which one it is?"

"Burberry?"

Jin Ying said without thinking.

"correct."

Qi Sheng smiled and nodded. This was indeed easy to guess.

Compared to Italy, there are very few luxury brands in the UK.

Apart from Burberry, it can barely maintain the status of British luxury brands.

Other brands are not as competitive as those Italian luxury brands.

"But Burberry's market value is not low, right?"

Jin Ying had no doubt at all about the ability of Qi Sheng's negotiation team.

But before Misia acquired Richemont Group, it took on tens of billions of dollars in debt.

It is already difficult to repay the interest, so where would the money come from to acquire Burberry?

"I will personally invest $1 billion, and the remaining acquisition funds will be temporarily diverted from Misia's account."

Qi Sheng wiped the corner of his mouth and said, "You continue eating. I'm going to the company first."

"Mua, thank you for your hard work, husband~"

Jin Ying hugged Qi Sheng's neck and tilted her face up to give him a sweet kiss.

She trotted to the floor-to-ceiling window and watched her boyfriend leave the villa escorted by bodyguards.

Without Qi Sheng, Jin Ying also ate faster.

After finishing breakfast, Jin Ying went back to her room and changed her clothes.

Her temperament also became cold and she no longer looked like the little woman she was in front of Qi Sheng.

Although Qi Sheng doesn't take Arsenal very seriously, Jin Ying wants to make some achievements to prove herself.

In terms of beauty alone, the women around Qi Sheng are not much worse than her.

Only by demonstrating outstanding abilities can she stand out from many sisters.

…

Park Lane, Four Seasons Hotel.

I saw the convoy of Land Rover Range Rovers and Rolls-Royce Phantoms come to a stop.

The hotel's general manager, He Yongcong, hurried over and opened the car door.

"Chairman, Mr. Shen and his team have arrived at the conference room."

He Yongcong lagged behind Qi Sheng by half a step and reported calmly.

"Then go directly to the meeting room."

Qi Sheng nodded slightly and followed He Yongcong to the hotel's conference room.

"Hello, boss."

Seeing Qi Sheng, Shen Wan and the others all stood up and saluted respectfully.

"Sit down, don't be so serious."

Qi Sheng sat in the main seat and waved his hand with a smile.

He Yongcong tactfully closed the door of the conference room and waited outside for Qi Sheng's instructions at any time.

"The main reason I called you here this time is to smoothly take over Burberry, a century-old British luxury brand."

"Mr. Shen, is Misia's funding ready?"

Qi Sheng's smile faded and he went straight to the point.

"Thanks to the sales growth of all the group's brands last quarter, cash flow is currently relatively abundant."

"With 5 billion U.S. dollars available in a short period of time, plus your 1 billion U.S. dollars, we have sufficient conditions to acquire Burberry."

When Shen Wan answered, his tone was also a little excited.

First it acquired Prada and Tiffany, and then it merged with Richemont.

Now, it is going to acquire Burberry.

Under Shen Wan's personal witness, Misia grew stronger and stronger into a luxury goods giant.

"We should thank Mr. Tisci, the creative director of Burberry. If he hadn't committed suicide, Burberry's market value wouldn't have dropped so low."

When Qi Sheng thought of the new creative director of Burberry, he couldn't help but sigh that it was really difficult to lead such a bad teammate.

Originally, under the leadership of former creative director Christopher Bailey, Burberry even had the confidence to compete with the old top luxury brand LV.

But the principle that one's achievements will frighten his ruler still applies abroad.

In the end, Christopher Bailey left with a buyout fee of 10 million pounds.

In exchange for an extremely abstract new director.

As soon as he took office, he changed the logo of Burberry, a century-old brand.

From a heroic knight to a "dog-skin plaster" print.

Under the leadership of this abstract man, Burberry's products have become the laughing stock of netizens' complaints and ridicule.

The Luna outfit and the three-head plaid shirt are both representative works of this abstract guy.

In the previous year, Burberry's quarterly sales were £500 million.

This year, quarterly sales have plummeted to £300m.

If it weren't for this brother's help, Misia would not have had the opportunity to get involved in Burberry.

Generally speaking, the price of acquiring a luxury brand is four times its sales.

But the specific transaction price depends on the negotiation methods of the buyer and seller.

It could be 3.5 times, or it could be 4.5 times.

The system's valuation of Burberry's market value.

Only 4.8 billion pounds, or 6 billion US dollars.

Compared with Burberry's peak market value, this price has declined significantly.

How could Qi Sheng miss such a good opportunity? ...

Under the operation of the system, Misia successfully completed the acquisition of Burberry.

Burberry’s market value has been declining year after year.

For the original shareholders, it is not an indispensable high-quality asset.

Misia's acquisition of the British century-old flagship luxury brand has caused quite a stir in the fashion circle.

Although Burberry's development momentum in recent years has declined significantly.

But after all, a lean camel is bigger than a horse, and it is the pride of the entire British people.

After all, Burberry is in such a bad situation because it suffered the consequences of fighting alone.

But once it joined Misia, things were immediately different.

Misia is one of the three giants in the luxury goods industry.

It has fashion resources and talent pool that many brands envy.

After Burberry was acquired by Michela, it can enjoy the group's resource allocation just like Prada, Chloé and other brands.

There is no mistake in the poem, post, content, and read the book on 6, 9, and bar!

Burberry can make a living from trench coats and scarves alone.

But how could Qi Sheng be so short-sighted when buying Burberry?

It is not Qi Sheng's character not to squeeze out every last bit of Burberry's potential.

…

Burberry's headquarters is located in the heart of Westminster.

It was originally a government office building with seven floors and an area of ​​15,000 square meters.

The decoration style is very similar to that of Burberry's stores, and both are valuable assets left by the former creative director Bailey.

But for the new creative director, Tisci, it was just not pleasing to the eye.

As a latecomer, he had a hard time winning the board's approval.

But it still cannot replace the long list of great achievements left by his predecessor Christopher Bailey at Burberry.

Just like this office building, it is Burberry's most valuable fixed asset.

But when he came to the company today, Tisci clearly felt that many employees looked at him strangely.

With disdain and ridicule, or even a bit of gloating?

Although Tissi hated such looks, she pretended not to see them and walked straight to her office.

"Mr. Tisci, the boss asked you to report to his office."

As soon as I reached the seventh floor, Rebecca Catherine, the former CEO's secretary, came over, twisting her plump hips with a hint of contempt in her eyes.

Working in the same company, Tisci's arrogance has long made many people dislike him.

It’s just that Tisci had done a good job at Givenchy before, and was recruited by the board of directors with an important task.

Even if they dislike Tisci, it won't affect her in the slightest.

But when the new boss arrived, everything changed.

A new emperor appoints his own ministers.

Even though Tisci may gain the trust of the previous board of directors, he may not necessarily gain the approval of the new boss.

…

Following Catherine, we arrived at the door of the chairman's office.

For no reason, Tisi had a bad feeling.

"Enter."

Tisi walked into the office and was stunned for a moment.

From his professional aesthetic perspective, his new boss is simply the perfect template for many of his design works.

In his opinion, the ridicule from the outside world is just the clamor of a group of people who don’t understand fashion at all.

As long as he is given time, he will be able to lead Burberry, a long-established luxury brand, to glory sooner or later!

"BOSS."

Since Tissi didn't want to lose her current job, she naturally had to find a way to please her new boss.

"I've seen your design work, and it's basically a bunch of shit."

Qi Sheng's blunt criticism made Tisi a little confused.

"Mr. Tisci, I called you here just to tell you that Burberry will terminate your contract."

"From now on, you are no longer the creative director of Burberry."

After Qi Sheng finished speaking, he waved to Catherine.

"Mr. Tisci, this way please."

Catherine felt so happy when she saw the distraught Tissi.

This arrogant guy finally received justice.

The reason why Catherine joined Burberry was that she loved this national brand that made all British people proud.

But it was this Italian who didn't understand Burberry who brought their pride to the bottom.

As for the termination fee, it is only one million pounds.

Compared with the 10 million pounds that former creative director Bailey received, it is a world of difference.

Since Tisci's ability is not as good as Pele's, the Burberry board of directors will naturally not give him the same treatment.

As for Burberry's new creative director, Qi Sheng invited Bailey back.

Originally, Bailey had no intention of returning to Burberry, but Qi Sheng gave him too much.

With an annual salary of tens of millions of pounds, Bailey happily signed the contract and became the new creative director of Burberry.

After signing the contract, Qi Sheng decisively used a master-level talent recruitment card.

Transform Bailey into a loyal employee.

If nothing unexpected happens, Bailey will continue to play for him for the rest of his life.

When the news of Bailey's return to Burberry came out, store sales in the UK increased by 10%.

As for the new CEO of Burberry.

Qi Sheng did not interfere too much and let Shen Wan be responsible for the arrangements.

After acquiring Burberry, Misia's sales will increase significantly.

The procedures for listing are also being applied in an orderly manner.

Misia will be dual-listed on Euronext and the Swiss Exchange, with 10% of its shares on each exchange being circulated on the trading market.

Investors who are optimistic about Misia replacing the LVMH Group have already been gearing up for the opportunity.

It's because Misia has made too many big moves, completing multiple acquisitions worth tens of billions of dollars in just a few months.

The acquisition of Burberry even disappointed many people who were optimistic about Misia.

They actually thought that Misia would suddenly acquire Kering Group.

But with Misia's momentum, it will swallow up Kering Group.

It is only a matter of time before it replaces the LVMH Group.

(End of this chapter)