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Da Vinci became the first major shareholder of the state-owned BTG Group
According to people familiar with the matter, the BTG Group was awarded the 33.8% stake in Da Vinci Home by its assets rather than cash, becoming the largest shareholder. In the past weekend, the Chinese tourism giant BTG Group has done a business that the industry can't understand, that is, it has become a shareholder of Singapore's Da Vinci Home. Yesterday, it was learned from the insiders that the first travel group’s shareholding in Da Vinci did not use too much cash, but mainly used the asset replacement method to replace some assets that did not contribute much to the profit of the first travel system. Da Vinci's 33.8% stake is intended to develop in the theme hotel sector with brand-name furniture as its selling point. Some insiders analyzed that for Da Vinci, after the "fake door" storm, its performance declined and the brand was damaged. This time, it was favored by a large state-owned enterprise, which will help its future development in the Chinese market. First Travel “Asset Replacement†The reporter checked the BTG data and found that the BTG Group's business covers catering, hotels, transportation, travel agencies, commerce and scenic spots. The member companies include Shouqi Group, Home Inns, Beijing Hotel, Yansha Friendship Mall, Xidan Mall, Quanjude, etc., but it is not currently involved in the home industry. For this time, Da Vinci said that the BTG Group has two major businesses, namely, tourist hotels and retail businesses, with Yansha Friendship Shopping Mall and Xidan Shopping Mall. In the future, it can cooperate with Da Vinci in the retail field. It is reported that the BTG Group and Da Vinci also intend to explore the creation of a new retail mall that integrates brand-name fashion and furniture. According to informed sources, the biggest purpose of the Brigade is not only the cooperation in retail, but also the development of high-end hotels with brand-name furniture as a selling point. “Currently, BTG Group is building a Yanxiang complex project in Beijing, which will create a new brand of 'Nuojin'. The brand's first hotel focuses on Chinese classical high-end furniture features, while Da Vinci has many international high-end furniture brand agents. Therefore, if the first trip in the future is to develop a hotel with high-end furniture as a selling point, it will be very advantageous." The insider revealed. At present, there are some luxury brand-themed hotels overseas, such as Versace Hotel, Bulgari Hotel, etc. The furniture products in the above hotels all use Versace and Bulgari brands, Marriott Hotel Group is planning to manage China's first Bulgari luxury in Shanghai. Hotel. BTG Group may also wish to expand into this brand-themed high-end hotel sector. But what is surprising to the industry is that even if it is to expand the retail and high-end hotel business, the BTG Group does not have to pay the high price for the acquisition of Da Vinci's largest shareholding. The two sides can do it through other cooperation methods. “Big Brigade Group previously sold its 55% stake in Shenzhen Sensenhai Industrial Co., Ltd., and Sensenhai Industrial invested in a five-star Kempinski hotel in Shenzhen. The first tour of the hotel to sell hotel assets can be seen. In fact, the funds in this hand are not very abundant. In fact, this time the shares of Da Vinci, the BTG Group did not spend too much cash, but mainly used asset replacement. The BTG Group has a number of companies and assets with poor operating performance. Some of them are still losing money. These assets are not as good as they are in the hands of the Brigade. It is better to replace them for cooperation. Maybe some bad assets can be revitalized in Da Vinci’s hands.†The above-mentioned insiders revealed that It was not disclosed which assets were specifically replaced by the first brigade. However, the insider’s statement about the “asset replacement†of Da Vinci’s major shareholder of the BTG Group has not been confirmed by the Brigade. Da Vinci sought to rely on Shan Da Vinci's general manager Pan Zhuang Xiuhua to refuse to disclose the amount of capital invested by the BTG Group, but said that after the reorganization, the BTG Group will hold a 33.8% stake in Da Vinci, and the other shares of the company will be owned by the current chairman Pan Dongni. Another Chinese entrepreneur has an average. After the equity restructuring, Liu Yi, president of the BTG Group, will take over the position of chairman of Da Vinci in January 2013. Pan Zhuang Xiuhua will continue to serve as the company's executive director. According to industry analysts, Da Vinci Home introduced the BTG Group, and its purpose of seeking “backing†was obvious. Especially after the Dafencijia home was accused of fraud in the past year, there was no clear evidence that Da Vinci’s home did have origin fraud. However, the storm brought by the storm to the company's brand was difficult to dissipate. Da Vinci also admitted that after the "fake door" incident last year, it catalyzed the intention of the company's shareholders to introduce Chinese local strategic investors. Pan Zhuang Xiuhua said that Da Vinci's home was included in the BTG, and since then Da Vinci's home will have a "fresh blood" injection, and take the "state-owned enterprise" as a Chinese-style train. In the view of Da Vinci Home, the BTG Group has very strong management resources and market resources. In fact, after Da Vinci’s “fake door†incident last year, the company’s sales situation was seriously frustrated. It is reported that even if the "fake door" has passed 17 months, the company's performance has only recovered to 70%. Some consumers have asked for a return due to doubts, and the company's 2011 annual results showed a deficit, and the original listing plan was postponed. Not only that, but the macro situation in the home industry is also not optimistic. Huang Liguo, vice chairman of the China Furniture Association, told reporters that in the field of civilian furniture, this year's situation is even worse. Due to factors such as real estate regulation and the decline of the international economic environment, sales including high-end furniture have declined to some extent. Obviously, Da Vinci Home used the first brigade to enter the high-end hotel furniture market, and even provided some support for the funds, so that the first brigade provided funds and sales channels for Da Vinci's home development. However, in order to obtain the "backing" of the BTG Group, Da Vinci also paid a "cost". The Da Vinci home executives carried out a "big exchange of blood". The former chairman of the company, Pan Dongni, gave up the position of chairman, and the future will be Liu Yi, president of the Brigade Group, served as chairman.