The Power of Cross-border M&A Promoting the Brand Upgrading of Chinese Textile and Garment Enterprises—Take AELLASSAY for a Case

Abstract

Abstract. Based on the current situation of China's textile and garment enterprises' cross-border mergers and acquisitions, this paper got the characteristics of transnational M&A in China's textile and garment industry, and as an example analyzed the cross-border M&A strategy of ELLASAY from four aspects: market scale, brand influence, fashion design and corporate profitability. On this basis, this paper further analyzed the role of cross-border M&A in brand innovation, fashion layout, and to seize high-end market share to achieve brand upgrading for China's textile and garment enterprises, and finally concluded that cross-border M&A is an effective way to complete the brand upgrading for China 's textile and garment enterprises.