“品牌稀释”之后，花花公子转让中国业务50%股权

Core Viewpoint - Playboy, Inc. has signed a final agreement to sell a 50% stake in its Chinese business to United Trademark Group (UTG) for a total of $122 million, aiming to address brand dilution issues and enhance operational management in the region [2][4]. Group 1: Transaction Details - The agreement includes three payment components: $45 million paid over two years for the stake, $67 million as a minimum guaranteed dividend over eight years, and an additional $10 million for brand support over the next three years [2]. - After the transaction, UTG will take over product development, channel expansion, and brand operations in China, while Playboy retains a 50% stake and guaranteed dividends [2]. Group 2: UTG's Background - UTG, headquartered in Shanghai, is a global consumer brand management group that manages over 10 international brands, including Jeep and several Italian brands [3]. - Previously, UTG was the exclusive agent for the Playboy brand in mainland China and is now transitioning from a brand agent to a co-owner [3]. Group 3: Brand Management Issues - Playboy's aggressive brand licensing strategy in China has led to brand value dilution, with the company relying heavily on licensing for revenue, which constitutes nearly half of its total income [4]. - The brand has been licensed to multiple local companies for over 30 years, covering various product categories, which has contributed to the dilution of its brand value [4][6]. Group 4: Financial Performance - In 2021, the Chinese market accounted for 27% of Playboy's total revenue, second only to the U.S. market at 52%, with approximately 2,500 physical stores and 1,000 online stores in China [5]. - However, by fiscal year 2024, revenue from the Chinese market dropped to $11.04 million, representing only 9.51% of total revenue, indicating a significant decline from its previous high [7].