Lukounon is still in the crisis of bankruptcy, can the 90 -year -old international beauty elderly man continue to danger?

On June 16th, according to CCTV Finance Cited Bloomberg, the US cosmetics brand Lukouno Revlon has applied for bankruptcy protection with the Court of Southern District of New York on Wednesday.

It is reported that as of the end of April, the total assets announced by Louvon were 2.3 billion US dollars, and according to the court documents on Wednesday, the company's total debt reached 3.7 billion US dollars, including 6.25%priority bills due to 2024. In addition, the company has 10 uncomfortable loans, with a total amount of about 2.6 billion US dollars, which will expire in the next three years.

According to the first quarter of the fiscal year in the fiscal year of Louvon, as of the end of March 2022, Louvon's long -term debt was 3.31 billion US dollars (about RMB 22.27 billion), plus short -term borrowing, etc., with a cumulative liabilities of 30 billion yuan.

The news immediately attracted a lot of attention from netizens, and the related topic "Beauty Brand Louvon's application for bankruptcy" also rushed to the top ten on Weibo Search List in a short time. In the comment area below this topic, some netizens mentioned that the brand also said that it would go bankrupt when it was promoted in 2020. As a result, everyone bought it to save it. This time, I did not know what the result would be.

It is understood that in November 2020, a number of media reports showed that Louvon has cooperated with a financial adviser. If the creditors cannot accept the company's reorganization proposal, the company may apply for bankruptcy to prepare.

At that time, the news also triggered the brand's stock market for many old users in China. However, it was reported that due to the support of the bond holder, it was reported that a key debt was eliminated.

Public information shows that Louvon was established in New York, USA in 1932. It was originally familiar with the public for production of nail polish. Later, it developed all the way. By 1940, it has become the second largest beauty manufacturer in the United States. In 1955, Louvon officially announced its listing. Two years later, they began to acquire the expansion category to further develop their business.

Talking about the fate of Louvon and China, it is dating back to 1996. At that time, Louvon entered the Chinese market, and its Chinese brand name came from Li Bai described Yang Guifei's "Qingping Word": "Clouds want clothes and flowers, and the spring breeze brushes Louvon." As one of the earliest international brands that entered the Chinese market, Louvon's development in China is not ideal.

According to the China Fund, in 2012, Luhua's net revenue was 1.43 billion US dollars, and the business in China accounted for only 2%of the company's overall business revenue; in 2013, Louvon's sales in the Asia -Pacific region even had a negative growth. Forced by operating pressure, Louvon withdrew from the Chinese market in February 2014.

Talking about the reason why Louvon's development in China was blocked, some people in the industry pointed out that the main positioning of the brand is that the brand positioning is inaccurate and does not have advantages in competitive brands in the same range. At the same time, the market strategy in China is not firm, the management has been frequently replaced, and there is no clear commitment and solution, which completely relies on the operating model of the international market, leading to the inadequate adaptation of entering China.

However, for the Chinese market, Louvon has not completely given up. Two years later, Louvon returned in the form of e -commerce and acquired Elizabeth Arden for three consecutive years at a price of $ 870 million.

However, Louvon has been in a dilemma of losses after years. The financial report shows that in the five years from 2017 to 2021, Louvon's total net profit loss was close to 1.5 billion US dollars. In addition, in the first quarter of fiscal year in fiscal 2022, the company's net loss was $ 67 million, a year -on -year loss of 30.2%, and the loss of loss has not yet been taken out.

Nowadays, the debt -stroke -building Luvoon is once again on the edge of bankruptcy. It is nearly 90 years old. Can it still be as dangerous as two years ago? Blue Whale Finance reporters will continue to pay attention.

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