The Era Of Children's Shoes Will Be Ended.

　　 Children in Shanghai Consumer goods enterprises Dr. frog successfully listed in Hongkong, becoming the first domestic landing. capital market Children's shoes enterprises. This day, the doctoral frog attracted more than 84 thousand retail subscriptions. The over subscription ratio reached 485 times, and the frozen capital was more than 122 billion yuan, which exceeded that of the Agricultural Bank of China, which was listed in Hong Kong, and became the "frozen capital king" of Hong Kong since the beginning of this year.

According to Sullivan's survey data, China's children's consumer goods market has increased sharply in recent years, from 74 billion in 2005 to 165 billion 300 million in 2009, with a compound growth rate of 22.3%. But children's consumer goods are still a very fragmented market so far. The largest doctoral frog accounts for only 4% of the high-end market. So to speak, Children's shoes industry It is still in the stage of separation of industries with large scale but small market share of each brand.

Nowadays, the frog rankings take the lead in breaking this pattern. With the strength of capital market, its market share will grow rapidly. Will children's shoes industry become "a big family" in the era of "separation of rulers"? As the biggest production and processing base of domestic children's shoes and one of the brands of Quanzhou children's shoes industry, will it be "hand in hand" to let the first listing of doctor frog's single big doctor frog promote the emergence of a tide of listing in Quanzhou children's shoes industry?

Dr. frog wants to be China's "Disney".

It is reported that in 2009, the market share of the middle and top grade children's products was 4%. Currently, the company owns 11 children's clothing, shoes and accessories brands, including three own brands and 8 authorized brands. As of June 30, 2010, the doctor frog owns 1062 department store brand counters, 24 street shops, 33 doctor frog 365 living centers and 7 main stores nationwide.

According to the doctor's frog prospectus, the PhD frog international IPO has raised about 2 billion 500 million yuan of funds, and has a better capital development platform than other domestic consumer goods companies, which will further expand the domestic market.

The same is true. At the end of October, the doctoral frog group opened its first main store in Beijing, marking the official entry into the northern market of PhD. Similar doctoral frog main shops have landed in Shanghai, Qingdao, Xi'an and Shenyang.

Dr. frog raised sufficient funds through the listing, which became an accelerator for its strategic expansion. "The proportion of Future Ltd's proprietary stores and third party businesses will remain at 4: 6. We hope to support the upgrading of the whole industry by integrating the advantages of ourselves and the three party." In the media interview, the chairman and CEO of Dr. said that at present, the domestic consumer goods market has reached the market scale of about 200 billion yuan, and nearly 20 million new babies are added each year. However, the number of children's clothing enterprises in China is less than 10% of the total number of clothing enterprises in the country. The output of children's clothing accounts for only about 6% of the total clothing output of the country, and the market is very scattered, and the enterprises with sales exceeding 500 million yuan are rare. Thus, in the 5 years from 2010 to 2014, PhD will invest about HK $836 million (40% of net proceeds) to open new retail outlets to further expand the group's retail network.

For the company's future strategy, Zhong Zheng uses the global resources, the Chinese market, "the United States has a Disney, China has a doctor frog."

The industry does not think it will be "single dominant".

It is no doubt that for the domestic children's shoes, there is a great deal of expansion of the PhD's first listing and capital raising.

For the current situation of children's shoes industry in China, Chen Zhongshi, chairman of the European and American dragon group, analyzed that at present, there are many brands in the children's shoes and clothing industry, but there is no real leading brand yet. The market prospect is huge and the consumption level is very diverse. "Although there are more than 200 children's shoes and clothing enterprises in Quanzhou, no brand has a market share of 10%." Chen Zhongshi said that this is a stage where the industry is large but the market share of each brand is not large.

Chen Shuqing, Secretary General of the China children's products research center, also believes that the development of children's shoes and clothing industry is not very mature at present, but we can vaguely see that there are similar steps with the adult shoe and clothing industry. The commodity market is transforming into the brand market, and the brand operation needs adequate capital support, so capital has become the biggest factor to curb the development of the brand.

Now, the doctor frog is raising capital to support the operation and development of the brand by means of listing. Is it possible to break the "separation of the princes" from this point of view?

During the interview, a number of Quanzhou children's shoes enterprises have said that although the capital market can raise more funds for market expansion and brand promotion, they are not worried that the doctor frog will therefore be "one family alone". "Children's shoes industry is not in the era of" capital is king ", and there is still room for subdivision.

Xiao Zheng Zi Shoe Co., Ltd. brand Zhengzheng believes that the listing of doctor frog will indeed become a focus topic in the children's products industry, but it can not change the planning of children's enterprises. "Dr. Lining is not the adult shoe in the shoes, Anta, will never be listed as the first to become the target of everyone to follow the pace of their forward." Director general Cheng said that the homogenization of children's products industry is serious. Only by integrating the channels suitable for their enterprises and taking the road of their own brands can they have their own field in the future capital market.

Front group small Tinker Shoes Co., Ltd. executive vice president to Yuan Hu also believes that the brand and the market can not be smashed with funds, the strong corporate capital may make it have more room for choice, but each enterprise has its own consumer groups, and the children's shoes market is trying to segment the market. Therefore, competition among enterprises is not just about capital, but also thinking. Moreover, the responsibility of listed companies is not only for their own enterprises, but also for the whole society, especially those who are looking forward to it. What they want to see is performance. If the funds raised are used solely on children's shoes, too large funds will become a burden. The enterprises need diversified development and various investments to give the investors a real return.

"We plan to develop more than 200 terminal outlets next year, and we will create a brand terminal for Tutu children's products in the way of Tutu children's products life hall, and achieve the goal of one-stop shopping for children's products at the same time." Ceng Zhixi, deputy general manager of the European and American dragon group, told reporters that in fact, the terminal mode of one-stop children's products living hall had been drawn up two years ago by the European and American dragons. After buying the Tutu cartoon image and launching the nationwide marketing strategy, the Tutu brand has already had nearly 1300 retail terminals. Chen Zhongshi said that in order to achieve this goal, the Tutu brand plan represents some international high-end children's products brands, including toys, stationery, sporting goods and so on. It is reported that Tutu is now in contact with an international toy brand, and the curtain of deep ploughing will also be opened.

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Follow suit is unlikely.

"The market of children's shoes has always been one of the most potential markets in the footwear industry, and it is also a relatively special industry in the footwear industry." Gao Hang, manager of Investment Banking Department of Fujian branch of China Construction Bank, believes that the proportion of children's footwear industry in the whole shoemaking industry is very small, and the phenomenon of brand loss is more serious. Building a strong brand has become a top priority for China's children's shoes industry. "Listing may become one of the means of integrating resources." Gao Hang analysis indicated that although children's shoes enterprises and adult shoes "plates" are relatively small, however, in the capital market, the imagination of children's shoes industry is very huge. "For the existing market structure of children's shoes, once there are any good brand predators who are good at operation, it is possible that the whole children's shoes market will encounter strong shocks." Gao Hang said so.

However, when asked whether it would accelerate the pace of its listing because of the listing of PhD, several children's shoes enterprises gave negative answers respectively.

To the far tiger, listing is a necessary process for enterprises. However, it should not blindly follow suit. "The front group now has subsidiaries like small Tinker brands, real estate, investment companies and banks. If listing is supposed to have the foundation, listing is only a milestone." To the distant tiger, how do you plan to allocate shares after the listing? What items do you want to raise to invest? Just invest in a brand of children's shoes and whether the funds raised will be used. Listing must start taking responsibility for the whole society to shareholders.

Director general has the same feeling to the distant tiger, but she thinks that listing is just a step in the process of enterprise development. When to go public and why it is listed, the direction of different brands and different enterprises is different. Chief executive believes that many enterprises have long recognized that capital market is the ultimate goal of enterprise confrontation. Therefore, planning and even operation has already started. This is not a trend following the listing behavior of PhD. "Listing should also be differentiated." Chief executive Cheng said that for the current situation of China's children's shoes industry, children's shoes enterprises should first ensure their standardization, including governance mechanism, talent mechanism, and so on. In addition, enterprises need to have sufficient confidence in the development of enterprises because of their listing and financing, so the promotion of market occupying rate is a key. It is the ultimate goal of listing that the ultimate goal of the listing is to take a clear leading edge and lead the trend of brand strength to the investors. Otherwise, the listing will lose its meaning.

Expert opinion

Children's shoes and clothing should pay more attention to brand difference.

Talking about the topic of listing children's shoes enterprises, it is difficult to break away from the gap between them and the mature adult shoe industry. Chen Shuqing, Secretary General of the China children's products research center, believes that there are two obvious characteristics of children's shoes and clothing industry in Quanzhou compared with the adult footwear industry.

"At present, the comprehensive strength of children's shoes and clothing enterprises in Quanzhou and even the whole country is weak." According to Chen Shuqing analysis, although adult shoes and clothing and children's shoes and clothing were born at the same time, but because of the relatively large profits and early formed market of adult shoes and clothing industry, most of the powerful enterprises chose the adult shoes and clothing industry, while the left behind children's shoes and clothing market was controlled by the later or weaker enterprises. After years of renovation and renovation, adult shoes and clothing still have a clear advantage in terms of the overall strength of the industry.

"Compared to the adult footwear industry, the brand of children's shoes and clothing industry started relatively late." Chen Shuqing said, because the strength of children's shoes and clothing enterprises is insufficient, it is difficult to deeply explore the market, and consumers are not strong enough to identify the brand. Although cartoon endorsements were popular in the early days, consumers did not recognize the brand in essence, but only the cartoon characters on the product. In other words, any brand can only make cartoon images that make consumers happy, so the result is no different. The rise of children's footwear industry brand can only start with the birth of the independent brand in the past 5 years, compared with the brand climax of adult shoes and clothing produced after the financial crisis in 1998, there is a clear gap between children's shoes and clothing industry.

For the current brand of children's shoes and clothing industry, such as ABC, Tutu, camel and karting are in the early stage of brand development, enterprises have recognized the significance of brand, and have been working hard in recent years in shaping brand, and trying to pull apart from other brands. But in fact, apart from the obvious gap between the general and low-grade products, the gap between these leaders and many senior and senior brands is not large.

　　 In this regard, Chen Shuqing is standing on the brand's point of view, children's products enterprises should extract brand differentiation highlights. For more and more listed companies, differentiation becomes a bright spot for listed companies to attract investors. For example, in the adult shoes and clothing industry, Anta is a comprehensive and professional sporting goods route; KAPPA is a fashionable and relaxed route; XTEP is the fashion professional line; PEAK is a professional basketball route; In the development process of children's shoes and clothing enterprises, we must build around the characteristics of the brand. We must not blindly imitate the trend. Independent innovation and technological innovation are a major foundation for brand development.