China'S Clothing Stock Market Capital Engine Started In 2010

Kaiser shares are listed.

Sounding the horn of the market

In June 2010, Kaiser apparel plans to land at Shenzhen's small and medium-sized board at a price of 22 yuan per share. The company announces the first issue of 27 million shares.

On the first trading day of the listing, Kaiser closed at 24.91 yuan, with a total net profit of 551 million 924 thousand yuan, of which 250 million yuan will be invested in the sales network construction project, the women's clothing production line and the product research and development center project.

Amid cheers, Kaiser shares sounded the horn of 2010's local apparel companies competing for listing.

As a leader of high-end apparel brands in China, Kaiser shares announced that its main business will continue to be dominated by clothing, apparel design, manufacture and sales.

It is understood that at present, Kaiser's products are mainly high-end women's clothing, men's clothing and leather products.

Since the establishment of Kaiser brand, Kaiser's target consumer group has been positioned successfully in business and political circles. After the listing, this brand positioning will be consolidated.

For the future growth point, Zheng Heming, chairman of Kaiser stock, told the magazine that Kaiser will focus on the expansion of its own stores and the price increase brought about by product development.

Successful listing means that Kaiser brand will receive continuous financial support in the way of future development, which may be the original desire of garment enterprises to flow into capital market.

Following the positioning of the high-end Kaiser landing A share market, in October 15, 2010, it was hailed as the largest menswear production base in China, and the shin men's clothing of the first independent brand clothing enterprise in the north of Changjiang River was listed on the Shenzhen stock exchange successfully.

Wang Guibo, chairman of the Council, said that listing is only another starting point for the development of the brand. With the help of the capital market, he will further cultivate the sustainable growth capacity and core competitiveness, expand the business market, create an innovative project of his own brand, and repay the investors with better performance.

The power of example is endless. For garment enterprises, there is no lack of learning ability.

After successfully landing in Shenzhen's small and medium sized board and raising 1 billion 269 million 494 thousand yuan, Hinur also embarked on the old way of most of the listed clothing enterprises: raising the money from the capital market to gradually adjust the product structure and improve the channel terminal.

According to the fund-raising application announced by IPO, prospectus, he will invest a large sum of money in marketing network and information technology and design and Research Center Construction in the future.

Li Jie, an apparel industry analyst at Everbright Securities, said that in 2011, he plans to speed up the laying of a direct operation system. It is expected that the remaining 37 direct store construction tasks will be completed according to the stock investment plan. In addition, the franchisee is expected to roll out quickly after completing the rectification of the terminal image.

Kaiser shares and 2010 are two representatives of dozens of listed garment enterprises, and through the amplification effect of capital market, all sectors of society begin to pay more attention to brand clothing enterprises.

Towards the capital market, the huge amount of capital raised by the listed companies has to accelerate the pace of expansion. How can enterprises not be tempted to face the expansion capital that can be earned by industrial management for decades?

Clothing enterprises to stimulate domestic demand and investment

The policy guidance of stimulating domestic demand has led stock market investors to include the clothing industry, especially the brand clothing enterprises, in the "upstart".

Not only the seven wolves, the United States, Anta and other listed companies have a positive effect, some brand marketing enterprises with unique marketing modes, obvious channel advantages, and some designer brand with originality and uniqueness have also become the focus of investors' attention.

In September 29th of this year, Dr. frog was listed on the main board of HKEx and became the first enterprise listed on the Hong Kong stock exchange.

The frog from the children's clothing OEM has undergone two pformations in the past 20 years and gradually stripped its production business from a foreign trade processing enterprise for children's clothing, and successfully pformed it into a "light asset" company focusing on design, brand and channel.

Doctor frog can complete the listing in a short time. The most capital market is still its "three-dimensional cross" channel mode.

According to its prospectus, by the end of June 2010, the company had 1126 sales outlets, including 5 special stores, department store counters and street shops.

Among them, there are 1062 department store brand counters, 24 street shops, 33 PhD 365 living rooms and 7 main stores.

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Its main shop covers an area of 2000~3000 square meters.

Unlike previous sales platforms, the main store has integrated all its own brand, authorized brand and its agent or distribution products to provide products for 0~14 year old children.

365 the size of the living hall is smaller than that of the main store.

And its department store counters and street shops have been selling a single brand model for many years.

"The department store counters are equivalent to the" BELLE shoes "mode, the street shop is similar to the" Mts. Bang Wei ", the doctor frog 365 life hall is like" Watsons ", while the main store is similar to Gome and Suning.

The chairman and CEO of the international board of doctor frog said.

In addition, the proportion of self operated stores and third party businesses will remain at 4: 6 in the future.

However, this multi channel mode was not designed by PhD frogs early, but gradually explored in the process of channel construction.

Lv Yihao, vice president of doctor frog, said that this is mainly due to the different consumption habits of various cities. For example, most of the children's stores in Shanghai are in department stores, while consumers in Hangzhou are more accustomed to shopping in the street stores.

In the view of Zhong Zheng Yi, the business model, which includes R & D, brand and channel, is favored by the capital market largely because it can be copied to the whole country very quickly.

According to the doctoral frog prospectus, 40% of the funds raised will be used to open new retail stores during the 5 years from 2010 to 2014.

Children's clothing industry entry threshold is not high, competition is also fierce.

Therefore, for the PhD, the most urgent task is to spread the channel as soon as possible and open up the distance from the competitors.

On the basis of this core advantage, consider the efficiency of single store operation.

Then, at the end of 2010, the doctor frog started a new move: "four networks convergence, people-oriented, five A simultaneous, and store as core".

Zhong Zheng has given an analysis of the new initiatives: the integration of the four networks of the Internet of things, the Internet, the store channel network and the membership network. It provides 5A class services to children's consumers through the display of a physical store, A-level experience, entertainment grade A, interaction level a and membership service A-level.

In addition, the products, services and brands of PhD will get the most direct and core embodiment in stores, including Internet stores, and gradually realize 5 upgrade experiences of display, experience, entertainment, interaction and membership service.

Zhong Zheng said that under the goal of "baby quality life experts", whenever a child's parents have needs, any time and any way in which they can make full use of the Internet, mobile Internet, television and catalogues can satisfy their needs through the industrialization of the store as the core.

At the end of December last year, Dr. Lv Yihao, vice president of Ph.D. frog, said that Dr. frog was confident that he could achieve the profit target of 250 million yuan this year. He estimated that the number of stores would reach 2000, with a business area of 150 thousand square meters, and sales revenue expected to be 2 billion 200 million ~25 billion yuan, with net profit of about 450 million yuan.

Alternative black horses have springing up

It is easy to see that Zhejiang, Ningbo, Wenzhou, Fujian Jinjiang, Guangdong Dongguan and other relatively developed industries have contributed to many listed companies, which are also known as the cradle of the incubation of brand clothing enterprises.

Regional brand has attracted the favor of capital with its unique business mode, and has also won the opportunity to expand the market.

Among the many clothing brands in Dongguan, YISHION and searet represent two distinct brand models.

Unlike YISHION's nationwide attack, search for the "frontline front" under special banner has ploughed three or four kinds of markets, taking "fashion to the countryside" as its mission and firmly controlling the township market.

Among dozens of Listed Companies in the clothing sector, the search is especially "alternative" to take the rural route.

But this does not affect the market's expectations for the future.

In terms of market value, it has already exceeded the high-end brands such as Pathfinder, red bean and Dayang creation. The dynamic P / E rate is close to the leading industry in the industry, reflecting the market's recognition of "search for special mode".

In September 2009, he was identified as the second batch of listed reserve companies by the Dongguan municipal government.

According to Liao Gangyan, director of the board of search, Mr. Yu sent special materials to the SFC in early February 2010, and the original plan was on the gem. After discussions by companies and intermediaries, he found that there was a difference between the gem and the gem.

On 2010, 8, search for special IPO application was approved by the SFC.

Ma Hong, the chairman of the special exhibition, said that after listing, he will continue to adhere to existing management ideas and continue to plough three or four kinds of cities. "For the time being, we will not consider changing the orientation of the front line, nor will we do another brand to enter the high-end market."

The idea of successful listing is correct.

The search mode is to abandon production, focus on design and brand management.

It is reported that most of the funds collected will be put into stores to enhance the market share and popularity of the brand.

According to Liao Gangyan, it takes months to design the clothes from the design to the shelves, and to shorten the cycle to enhance brand competitiveness.

CITIC Securities believes that as a "fashion to the countryside" dark horse, search products in the special market has obvious advantages in the three or four market, the high speed extension speed will not be reduced in the future, and will gradually enhance brand influence through "strategic alliance".

The company's net profit in 2007~2009 has increased by 112% over the same period, and is expected to grow by 66% over the next 3 years.

The announcement, which was released in January 5th, indicates that the net profit attributable to shareholders of listed companies is expected to be 81 million ~9200 50%~70% in January 1, 2010 ~12, an increase of 50%~70% over the same period last year.

However, there are also some risk factors in search, including the greater influence of brand influence and franchisee strength. The extension speed may be lower than expected. The increase of the proportion of strategic franchises and direct stores will lead to capital expenditure and rising costs.