Jinjiang Shoe Enterprise Terminal Brand Expands Rapidly Through Listing

In June 30, 2009, the trading floor of the Hongkong stock exchange was crowded. On the same day, the domestic sporting goods industry, another leading brand, - 360 degree International Limited, was successfully listed here. This also opened the curtain of the capital market of Jinjiang sports shoes industry chain upstream and downstream.

Starting from the 361 degree listing in June 30, 2009 and the successful listing of flying sports in March 29, 2010, in less than a year, 8 listed companies were born in the Jinjiang sports shoes industry chain. This figure is two times the number of listed companies on the upstream and downstream of Jinjiang sports shoes industrial chain in the previous two years.

What is even more gratifying is that, besides the 361 end producers, such as Xingde dragon, the upstream production enterprises including Xingquan shoe materials, Mars shoes materials and Qing Mei shoes materials have also entered the capital market. Jinjiang's sports shoes industry chain has entered a new stage of centralized listing.

     Upstream enterprises: start supplier brand

The Qing Mei Group was a shoe material enterprise successfully launched in Jinjiang at the beginning of this year. In March 17, 2010, Qing Mei successfully listed in Singapore and realized the aspiration of chairman and chairman Su Qingyuan.

"Because we are not terminal products, we need more capital market operation to regulate the development of our own enterprises, and constantly expand and expand with the help of capital strength, so that we can start our own brand like the end products." Referring to the listing purpose of the Qing Mei Group, Su Qingyuan said. In his plan, after the listing of the US capital will focus on the expansion of production capacity and the transformation of the technological center of the enterprise, "technological innovation" will be the top priority of the company after its listing.

In fact, standardizing the development of enterprises and starting the brand of enterprises is the ultimate goal of many upstream enterprises in sports shoes. Among them, Feng an has become a leading enterprise in the industry.

The name of Jinjiang Feng an Leather Co., Ltd. is unknown and unheard of in the field of sports shoes. International brands such as Nike and Adidas choose Feng an as their only designated leather supplier. However, the popularity of Feng an is more than just in the industry, which makes Feng an chairman Chen Ronghui rather unhappy.

"A pair of shoes, leather and sole account for the largest part, but on shoes, it only embodies the signs of shoe enterprises. Consumers only know that the quality of shoes produced by a shoe manufacturer is not good, but it is precisely because we provide good leather and sole to ensure the quality of shoes. Whenever Chen Ronghui mentioned this topic, he always felt helpless. In his view, the upstream enterprises, including Feng an, want to get rid of this predicament, listing is undoubtedly a good medicine.

"A company can be listed on behalf of all aspects of it is very standardized, compared with other enterprises, I believe that the general consumer will certainly rely more on listed companies. Moreover, once a stockholder buys your stock, it means that he supports and trusts your company and will support your brand. That will also mean how many investors are buying your company's stock and how many loyal brand supporters they have. Chen Ronghui analysis.

In fact, Chen Ronghui's idea coincides with the practice of many enterprises in the upper reaches of the Jinjiang sports shoes industry chain. Up to now, apart from Xingquan, Mars and Qing Mei, the three shoe manufacturers have stepped into the capital market, including enterprises such as Feng an and Xingye, which are also preparing for the listing work. The number of upstream listed companies in the Jinjiang sports shoes industry chain will soon increase significantly.

Terminal brand: rapid expansion through listing

The most important reason for these unknown upstream manufacturers is to further enhance their visibility. As for the 361 degree, Xi De long, which has already been a well-known brand in the minds of consumers, the choice of listing has another important purpose: to realize the rapid expansion of enterprises with the help of capital market forces.

For the successful listing of his company, he has a clear understanding of President Lin Shui pan, President of China Limited. "The success of listing is only a stage success for Xi De long. In the future, we will work together with some high-end brands in Europe and the United States to reach an agreement on sale in China and formally enter the first tier cities in China to achieve the turning from product operators to brand operators.

In addition, after the successful listing, Xi Dalong will further increase its investment in brand promotion, brand building and event sponsorship, and plans to add 2500 stores in 3 years. The 2500 terminals will be mainly distributed in two or three domestic cities. Before listing, the number of stores in the country is around 3000, most of which are also distributed in two or three cities in China. According to Lin Shui pan, in the next two or three years, the company will further consolidate its share in the two or three line market.

Xi De Long Sports in October 30, 2009 in the United States

Xi Long extended its expansion target to the two or three tier market in China, while the heir wolf, who was listed in Malaysia, aimed at the Northeast market. Ding Pengpeng, executive chairman and CEO of the company, revealed that after the successful listing, the wolf will continue to work hard to enhance the brand position and expand the production line. "At present, our consumer group is a middle-class income group between 15 and 35 years old. In order to further promote and consolidate the brand, the company hired Chinese pop artist Zhang Jie as the brand spokesperson. We plan to upgrade some of the existing retail stores as a concept store and strengthen market development. The goal is to open more than 200 retail outlets in Northeast China by the end of 2010, thereby expanding the market coverage of the brand.

In the past year, the 361 degree of the Jinjiang sports shoes industry chain's intensive listing wave has also been placed on the rapid expansion of the next stage of enterprise development after the successful listing. "We will further expand the distribution network of the ten core markets, strengthen the advantages of 361 degree authorized stores, and comprehensively develop and upgrade the 361 degree brand," the company's president, Ding Wu, said on the day of the successful listing of the company. Through brand extension, the development of branch brands will be developed downwards. At the same time, investment in product R & D will be increased, supply chain management will be improved, productivity efficiency improved, and the development pattern with brand advantage as the leading factor and integration of research, production and marketing will be formed eventually.

After the successful listing of 361 degrees, more people in the industry believe that China's sporting goods industry, which has attracted much attention, has opened the curtain of capital upgrading. It is no doubt a crucial link to seek financial support from the capital market if we want to stay in the competition of the sports goods brand.