买下最贵的蓝！路易威登母公司以162亿美元收购蒂凡尼

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还记得奥黛丽·赫本主演的《蒂凡尼的早餐》吗？电影中那个让人向往的奢侈珠宝品牌如今将被LVMH集团收购。历时一个月，最终LVMH集团以162亿美元买下了“世界上最贵的蓝”。这将是LVMH收购规模最大的一笔交易，同时也是奢侈品行业有史以来最大的并购交易。

Still from 1961 Audrey Hepburn film Breakfast at Tiffany’s

The world’s biggest luxury goods company is buying US-based jeweller Tiffany & Co for more than $16bn.

全球最大奢侈品公司将以逾160亿美元（约合人民币1125亿元）的价格收购美国珠宝公司蒂凡尼。

The largest luxury goods deal to date gives LVMH’s billionaire owner Bernard Arnault a bigger slice of one of the fastest growing upmarket sectors.

这一史上最大奢侈品行业收购交易将让酩悦·轩尼诗-路易·威登（LVMH）集团的亿万富翁老板伯纳德·阿诺特在快速增长的高档消费市场分得更大一杯羹。

He said Tiffany had an “unparalleled heritage” and fitted with his other brands.

阿诺特表示，蒂凡尼有“无可比拟的传承”，和他拥有的其他品牌很搭。

Tiffany has been hit by lower spending by tourists and a strong US dollar.

过去这段时间，蒂凡尼遭受了游客消费下降和美元强劲的打击。

Tiffany is something of a New York institution and its flagship store is next to Trump Tower on 5th Avenue. The company hit global fame after being featured in the 1961 Audrey Hepburn film Breakfast at Tiffany’s.

蒂凡尼的总部在纽约，位于第五大道的旗舰店紧挨着特朗普大厦。自从奥黛丽·赫本主演的电影《蒂凡尼的早餐》在1961年上映后，在影片中亮相的蒂凡尼珠宝店就享誉全球。

Photo by __ drz __ on Unsplash

Founded in 1837, it employs more than 14,000 people and operates about 300 stores.

始创于1837年的蒂凡尼公司员工超过1.4万名，拥有约300家门店。

Mr Arnault has coveted the business since buying the Bulgari brand in 2011 for $5.2bn.

自从在2011年以52亿美元收购宝格丽品牌后，阿诺德就开始觊觎蒂凡尼。

LVMH has 75 brands, 156,000 employees and a network of more than 4,590 stores. Its other brands include Kenzo, Tag Heuer, Dom Pérignon, Moet & Chandon, and Christian Dior.

LVMH集团拥有75个品牌、15.6万名员工和逾4590家门店。它旗下的其他品牌包括凯卓、泰格豪雅、唐培里侬、酩悦香槟和克里斯汀·迪奥。

Known for its signature robin’s-egg blue packaging, Tiffany rebuffed LVMH’s initial advance made just five weeks ago, arguing it significantly undervalued the company.

就在五周前，以标志性的淡绿蓝色包装闻名的蒂凡尼拒绝了LVMH集团的第一次收购要约，声称蒂凡尼的价值被严重低估。

robin’s-egg blue: 淡绿蓝色

The new deal values each Tiffany share at $135 in cash and is higher than the initial offer of $120 a share – which valued the business at $14.5bn.

这次新交易对蒂凡尼的估价是每股现金135美元，高于最开始每股120美元的估价。第一次提出的收购价为145亿美元。

The brand is associated with diamond rings but it has lost its appeal in recent years, according to Fiona Cincotta, market analyst at City Index.

城市指数公司的市场分析师菲奥娜·钦科塔称，蒂凡尼是知名的钻戒品牌，但近年来已经失去了对消费者的吸引力。

She told the BBC’s Todayprogramme that there had been a “changing of the times”.

她告诉BBC的《今日》栏目说，“时代已经变了”。

“It’s not quite keeping up with millennials so it just needs a re-boost and a re-brand,” she said.

她说：“蒂凡尼已经跟不上千禧一代的步伐，所以它需要的是重启和品牌重塑。”

LVMH has experience of revitalising businesses. Ms Cincotta cited jeweller Bulgari, which when LVMH took it over in 2011 had operating margins of 8%. These have now widened to 25% on double the sales.

LVMH集团拥有让企业复苏的经验。钦科塔举珠宝品牌宝格丽为例，LVMH集团在2011年收购宝格丽时，宝格丽的利润率只有8%。如今宝格丽的销量翻倍，利润率达到了25%。

Tiffany has attempted to broaden its appeal to younger customers.

蒂凡尼曾试图扩大对年轻客户的吸引力。

Last year, actor Elle Fanning was named as the face of the brand and fronted an advertising campaign to the strains of Moon River– the theme tune to the filmBreakfast at Tiffany’s– but remixed and featuring the rapper A$AP Ferg.

去年，演员艾丽·范宁被选为蒂凡尼代言人，拍了音乐广告《月亮河》——电影《蒂凡尼的早餐》的主题曲，不过这一混音版本加入了说唱歌手速可达福星的音乐。

It also secured Kendall Jenner, one of the biggest “influencers” on Instagram with 119 million followers, as one of the models for this year’s spring and summer collection.

蒂凡尼还聘请了Ins上人气最高的网红之一肯达尔·詹娜（粉丝达1.19亿）来为今年的春夏系列当模特。

英文来源：BBC

翻译&编辑：丹妮

来源：中国日报网