花花公子卖了中国业务50%股权

Core Viewpoint - Playboy, Inc. has signed a final agreement to sell 50% of its business in China to United Trademark Group (UTG) for a total cash amount of $122 million, aiming to address brand dilution issues and enhance operational management in the region [1][2]. Group 1: Transaction Details - The transaction consists of three parts: $45 million paid over two years for the acquisition of the 50% stake, $67 million as a minimum guaranteed dividend over eight years, and an additional $10 million for brand support over the next three years [1]. - After the transaction, UTG will take over product development, channel expansion, and brand operations in China, while Playboy retains a 50% stake and benefits from guaranteed dividends and additional revenue sharing [1]. Group 2: Background on UTG - UTG, headquartered in Shanghai, manages over 10 international brands, including Jeep and several Italian brands, and has been the exclusive agent for Playboy in mainland China [2]. - This acquisition marks a shift for UTG from being a brand agent to a co-owner of the Playboy brand in China [2]. Group 3: Brand Management Challenges - 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 [2][3]. - As of 2023, the brand's revenue share from China has significantly decreased to 9.51%, down from approximately 27% in 2021, indicating a decline in market presence [4].