京东180亿控股欧洲零售龙头Ceconomy：再造“欧洲本土化电商巨头”

Core Viewpoint - JD Group has successfully acquired approximately 59.8% of Ceconomy's equity and voting rights, aiming for absolute control over the European consumer electronics retail giant, with a total valuation of around €2.2 billion (over 18 billion RMB) for the transaction, marking a record high for a single acquisition by a domestic e-commerce company in Europe [1][3]. Group 1: Acquisition Details - JD Group's subsidiary, JINGDONG Holding Germany GmbH, completed the acquisition after the additional offer acceptance period [1]. - The acquisition is subject to regulatory approvals, including the German Foreign Trade Act and EU foreign subsidy reviews, with an expected completion in the first half of 2026 [3]. - JD Group's initial voluntary public offer was made at €4.6 per share, and the company is considering delisting Ceconomy to reduce compliance costs and enhance business integration flexibility [3]. Group 2: Ceconomy Overview - Ceconomy, established in 2017 from the split of Metro Group's consumer electronics business, operates well-known brands MediaMarkt and Saturn, holding over 30% market share in Germany and covering 12 countries with more than 1,000 stores and approximately 50,000 employees [4]. - For the first half of the 2024/25 fiscal year, Ceconomy reported sales of €12.82 billion, a 4% year-on-year increase, with an adjusted EBIT of €290 million, demonstrating strong profitability [6]. Group 3: Strategic Partnership with Founding Family - The transaction strategically transforms the founding family shareholder, Convergenta, into a long-term partner, reducing their stake from 29.2% to 25.4% while retaining board seats [7]. - This arrangement secures support from over half of the shareholders during the offer phase, mitigates EU foreign investment scrutiny, and ensures the family's continued influence in major decisions [7]. Group 4: Evolution of JD's International Strategy - The acquisition of Ceconomy marks a pivotal shift in JD's international strategy from "light asset trial" to "heavy asset deepening" [8]. - JD's founder emphasized a local e-commerce approach, moving away from traditional cross-border models to establish local teams, procurement, and sales [8]. - Previous attempts in Southeast Asia faced challenges, leading JD to focus on logistics infrastructure and local retail models in Europe, with the integration of Ceconomy's assets facilitating the creation of a localized version of JD in Europe [9].