Benchmarking Shoes Attract Followers, Sneakers And Brands Come To Hong Kong For Sale.

According to a recent report by Hongkong media, the 361 degree sporting goods plan of Chinese footwear manufacturers and distributors will be listed in Hong Kong next year to raise $200 million. This is a mainland sports brand enterprise who is interested in going to Hong Kong after XTEP's successful listing and IPO's suspension.

　　 Benchmarking companies attract followers

In the interview, the reporter learned that the sports brand sought to be listed in China is not only 361 degrees, but more companies are waiting to go to Hong Kong. The industry believes that too dense concentration is difficult to attract capital market recognition.

"The group's turnover amounted to 2 billion 205 million yuan, an increase of 52.30% over the same period last year of 1 billion 448 million yuan." This is the semi annual report released by Anta the day before yesterday. This sports brand which successfully listed on the main board of Hongkong last year has written a beautiful performance report. According to the report, the average selling price of Anta shoes increased by 7.2% to 92.1 yuan as Anta's brand awareness increased. More importantly, Anta will sell its Shanghai frontline sporting goods Development Co., Ltd. for 187 million yuan. This means that Anta has completely ended Adidas, Reebok and Kappa's three international brand retail business and has developed its own brand.

The reporter called the 361 degree company, which was preparing for the listing news recently. The company did not give a definite answer to the timetable for listing and the scale of the fund raising. But in the interview, the reporter learned that 361 degrees had set up a special department responsible for the listing work, which at least explained that the listing was not groundless.

Reporters also learned that waiting for the listing of sports shoes enterprises is not only 361 degrees, Jordan, PEAK and other sports shoes brands have been included in the listing process. "Many sports shoe enterprises have entered the process, but without specific progress, enterprises will not disclose specific circumstances." Fujian shoe industry association related personage discloses to the reporter.

　 Shoes don't all run fast.

Relevant data show that in the first quarter of this year, Fujian Jinjiang has 712 of the 712 shoe making enterprises, including Dehui, Jordan, 361 degrees, and golden lake, and 309 of them are in the same period of decline or zero storage. The decrease was 40% yuan compared to the same period last year. "Now many footwear enterprises financing is more difficult, and profitability problems, in this case, the final result can only be better, the better is eliminated." The footwear industry association of Fujian explained. The "good" performance may be seeking listing.

Although the famous sports shoe companies are eager to start the listing plan, they do not mean that they are squeezed into the capital market. In June, XTEP international listed on the HKEx, which closed at HK $3.79 on the same day, shrunk by 6.17% compared with its HK $4.05 issue price, and XTEP international stock price fell 32.8% in the past month.

"The biggest possibility is that when the capital market is not very prosperous, the plan of listing money by sports shoe companies needs to be shelved temporarily. After all, the bombshell ads on CCTV - 5 require a lot of money, and the best time to list is to collect the most money at the most appropriate time. For sports shoes enterprises push the listing of the move, some analysts explain this.

Intensive distribution weakens investment value

"Family businesses ask celebrities to speak for themselves, then carry out advertising bombing, and then shop on a large scale, and finally seek capital in the capital market." A marketer summed up the current situation of many domestic sports shoes enterprises. In his view, there is no reasonable financial and no good management. It is very difficult for such sports shoes enterprises to get the approval of capital market.

There is a good example of this marketer's view. On the eve of the listing, Xi Dalong, a planned Chinese sports and leisure apparel producer who planned to go public last month, has suspended IPO. In addition to the influence of the current unfavorable capital market, the company has temporarily shelved its listing plan. There is news that IPO is more constrained by objective factors, such as the fact that the financial content has not been approved.

Insiders believe that listing is a good thing, which means that sports brand enterprises can be transformed from family management to modern management, but without standardized financial management, there may be excessive packaging or even false packaging. In addition, excessive concentration in a capital market listing, it is difficult to get the favor of investors. After all, Lining and Anta have taken the first step in the same capital market.