Chinese menswear company Fujian Septwolves has agreed to buy distribution rights for German fashion designer Karl Lagerfeld’s brand for Rmb320m ($48m), as Chinese clothing brands attempt to upgrade their image and target more affluent consumers.

中国男装公司福建七匹狼(Fujian Septwolves)已同意斥资3.20亿元人民币(合4800万美元)购入德国时装设计师卡尔•拉格菲尔德(Karl Lagerfeld)(见题图)的品牌的分销权。中国服装品牌正试图提高形象并将目标瞄准更为富有的消费者。

The company based in eastern China’s Fujian province will acquire an 80 per cent stake in Karl Lagerfeld Greater China Holdings (KLGCK), the owner of permanent rights to distribute the designer’s brand in mainland China, Hong Kong and Taiwan.

这家总部位于中国福建省的公司将收购Karl Lagerfeld Greater China Holdings(简称：KLGC)80%的股权，后者拥有拉格菲尔德的品牌在中国内地、香港和台湾的永久分销权。

As part of the deal, Septwolves will inject about $12m dollars into KLGCK’s Shanghai unit which operates the stores.

作为这笔交易的一部分，七匹狼将向经营该品牌门店的加拉格(上海)商贸有限公司注资约1200万美元。

Septwolves said in a statement to the Shanghai exchange on Tuesday: “As consumers’ average disposable incomes rise, they want to express their individuality through unique designs . . . entry-level luxury is a large trend. As one of the world’s strongest fashion brands, Karl Lagerfeld fits that definition.”

七匹狼周二在递交给上海证交所的一份公告中表示：“随着人均可支配收入的增加及消费升级，消费者希望通过差异化产品展示个性……轻奢类设计师品牌在国内发展潜力大。作为时尚界最强IP 之一，KARL LAGERFELD品牌定位时尚轻奢市场，具有完 整的产品线以及良好的品牌延展性。”

The deal awaiting regulatory approval will be the latest in a string of luxury acquisitions by Chinese clothing companies, which are mostly limited to the middle and lower tiers of the market and are seeking to take their brands more upmarket.

这笔交易正等待监管机构的批准，将成为中国服装企业一系列奢侈品牌收购的最新一例，这些企业大多位于服装市场的中低端，希望让自己的品牌变得更高端。

In the past year, Chinese conglomerate Fosun bought a 60 per cent stake in French premium fashion brand IRO, and textile firm Ruyi Group bought a majority stake in France’s SMCP Group, which owns the Sandro, Maje and Claudie Pierlot brands.

过去一年，中国综合企业复星(Fosun)购入法国高端时装品牌IRO 60%的股权，纺织企业如意集团(Ruyi Group)购入法国SMCP Group的多数股权，后者拥有Sandro、Maje和Claudie Pierlot品牌。

“The growing sophistication of consumers in China has changed the competitive dynamic for many brands,” consultancy Kantar said in a report this year. “Many have now reached the limits for penetration-led growth and are instead focusing on premiumisation as a better way to attract wealthier, middle-class consumers”.

“中国消费者正日趋成熟，这改变了很多品牌的竞争格局，”咨询公司凯度(Kantar)今年曾在一份报告中表示，“很多现在已达到由市场占有率拉动的增长的极限，他们正关注高端化，以更好地吸引较为富有的中产消费者”。

The Karl Lagerfeld brand operates six standalone stores as well as outlet mall locations in mainland China.

Karl Lagerfeld品牌在中国内地经营6家直营店以及一家奥特莱斯店面。

Septwolves is a household name in China, with thousands of stores as well as a tobacco business. It reported net profit of Rmb270m last year on revenues of Rmb2.63bn.

七匹狼在中国家喻户晓，拥有数千家门店和烟草业务。该公司公布，去年净利润为2.70亿元人民币，收入为26.4亿元人民币。