Through The Listing And Financing, The Construction Of Direct Stores Is Heavy.
China's large men's clothing production enterprise (002485) will be listed and financing.
Direct shop
Construction, seize the resources of a second tier city stores, and win by channels.
The prospectus shows that the company will invest 544 million 890 thousand yuan in the fund to invest in the marketing network construction projects, the construction of flagship stores and 46 straight stores.
The company said that the brand competition of men's clothing at home and abroad is mainly on commercial channels and business innovation. The control and management of sales channels and network terminals is an important factor affecting the stability and continuity of profitability in the future.
At present, Hinur mainly adopts the sales mode of "direct shop + franchise store". As of June 30, 2010, the number of Direct stores and franchisees was 587, of which 569 were franchised stores.
The company's sales of products to the franchisee account for more than 40% of the main business income, while the direct shop has less than 20% of its revenue.
But it is worth noting that the gross profit margins of Direct stores are above 60%, far higher than other sales modes such as franchised stores, online sales, group buying and so on.
The company said that in addition to its high gross profit margin, the direct selling store can also increase the ability of the company to control the marketing channel, and at the same time, it can give the franchisee a good demonstration.
Hinur's fund raising project will build 10 flagship stores and 36 Direct stores. Most of the flagship stores are located in the first tier cities of the provincial capital, and most of the 36 direct outlets are located in the second tier cities of the municipal level.
At present, the company has a strong market advantage in the northern market. The 3 Anhui flagship stores and 15 direct outlets are selected in the Jiangsu and Anhui markets to make up for the short market and improve the share of the brand.
The company said that the quality shop resources at all levels of the city's core business district are important strategic resources for the company's future development, so all 46 shops will be purchased and long-term lease.
except
Recruitment and investment
Outside the project, the company also plans to use this two-year period to reorganize existing stores to achieve the unity of store image. This year, Shanxi, Anhui, Jiangsu, Shaanxi and other provinces and cities will continue to join in the business. 50-100 franchises will be set up each year to further expand the market and carry out online sales of mayton brand products.
The company said it would build a more complete and more powerful marketing network, strengthen flagship store construction of the key first tier cities that have not yet been fully developed, and gradually expand the direct store network of the two or three line cities, while increasing the radiation intensity of the two or three line cities to make up for the weak links of the original marketing network.
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