March 16 is the date when the Mona Lisa Group and Putin Ceramics officially completed the delivery. From now on, Mona Lisa will add 9 production lines with a huge annual production capacity of 40 million square meters. Gao'an has also officially become Mona Lisa's fourth production base after Foshan, Qingyuan and Teng County.
On the same day, the establishment ceremony of Gaoan Mona Lisa New Materials Co., Ltd. was held grandly. The reporter learned through Tianyancha that Gaoan Mona Lisa New Materials Co., Ltd. was once known as Gaoan Zhimeishande New Materials Co., Ltd. A month ago, Mona Lisa published an advertisement stating that it had signed an "Equity Purchase Agreement Regarding Gao'an Zhimei Shande New Materials Co., Ltd." with Putin Ceramics, natural person Xian Weitai and the target company Zhimei Shande, and received 401 million yuan in cash. Let Putin Ceramics hold 58.9706% of the equity of Zhimeishande, and subscribe to Zhimeishande's new registered capital of 44.117647 yuan with cash of 250 million yuan. According to the company's equity penetration chart, the company's shareholding ratio is 70% and 30% respectively held by Mona Lisa and Putin.
In addition, the company's operations and personnel structure were also elaborated on in the acquisition agreement. Supreme Virtue Company should establish a board of directors composed of 5 people, of which Mona Lisa has the right to nominate 4 directors and Putin has the right to nominate 4 directors. 1. Directors and chairman of the board shall be nominated by Mona Lisa. All parties agree and guarantee to vote for the election of such persons at the relevant shareholders’ meeting/board of directors. Moreover, the general manager and financial director of Supreme Virtue are nominated and appointed by Mona Lisa. Putin and Xian Weitai agree and guarantee that the directors appointed by Putin will vote in favor of the appointment of the above-mentioned personnel on the company's board of directors.
As a ceramic company in the "first team" of high security, Putin owns six major brands: Shediao, Yiyi, Weite, Bangpeng, Zhuoyu and Zhongteng. These brands are all Putin’s original core intangible assets. Where will they go in the future?
It is understood that Xian Weitai, chairman of Putin Ceramics, completely separated the six major brands from the Gaoan Mona Lisa system and transferred them to the existing marketing team for free. The former corporate sales general manager Yao Xiaohui, as the leader of the six major brand takeover team, Accounting for about 15% of the shares, the remaining shares are distributed among the other 48 marketing backbones. In order to better operate the original six major brands, Yao Xiaohui's team also registered a new operating company in Foshan - Foshan Shuangxian Supply Chain Co., Ltd., located in Foshan Pan Home E-commerce Industrial Park. According to Yao Xiaohui, the annual sales of the six major brands in 2020 will be around 500 million. In the future, the production capacity needs of the six major brands will be solved through OEM cooperation.
Why did Mona Lisa only acquire Putin’s land and above-ground properties, 9 ceramic production lines and other equipment and facilities related to daily operations, but not assets including brand trademarks, patents and ceramic business? Some industry insiders analyzed that firstly, Putin’s wholesale business does not match Mona Lisa’s terminal channel structure; secondly, Putin’s six major brands do not match the positioning of Mona Lisa’s brands.
However, whether it is the establishment of Gao'an Mona Lisa New Materials Company or the departure of Putin's six major brands, it is enough to prove that the "Putin Era" has come to an end. It is not yet known whether the six major brands that have been divested from Putin can return to their former glory after losing their original production capacity advantages; and Mona Lisa is bound to be even more powerful and achieve leapfrog development after completing the high-security production capacity layout.
