Europe And America Luxury Goods To Hong Kong IPO

Probably no one expected a shop selling second-hand bags. capital market It should be so popular. Last Friday, the Milan station, which specializes in second-hand luxury goods, announced the results of the offering. The signing rate of only one hand is only 1%. It has become the most difficult new stock in Hongkong's new stock market in recent years. And that afternoon, the stock trading (the OTC) before the IPO rose 50%, and won the largest share of Hong Kong stocks this year. It is understood that after the Milan station, as many well-known domestic Samsonite, Prada and other major hits. Luxury goods The stock of concept will all come to the Hong Kong stock exchange one after another. Hongkong has become a new capital battlefield for luxury brands.

　　 A shop selling second-hand bags has become a new stock.

The report cards offered by Milan station are beyond the imagination of many people.

In terms of scale and performance, Milan station is actually inferior to many companies. In its prospectus, its cash flow is HK $-260, and there are only 14 retail outlets. Why can such an enterprise get such a favor from investors?

The Milan station, which will be listed on the HKEx today, was announced in May 20th. Prospectus As a result, a number of records, such as the amount of frozen capital, oversubscribed amount, the top flight, the increase in the market price and so on, were very popular. The Milan station has a ceiling of HK $1.67 and a net capital of HK $167 million, raising the total amount of HK $200 million after the exercise of the excess allotment rights. The signing rate of each station in Milan station is only 1%, which means that 300 hands can be applied to win the first prize. More than 70 thousand of the retail investors are returning empty handed and over 2178 times. At the same time, from the data of Hui Li's Secret trading, it would be a loss if we did not apply for the Milan station's stock. On the same day, it closed at HK $2.51, and the stock price was 50.3% higher, so we could make a net profit of HK $1680 per hand.

　　 70% of the funds raised for the mainland market.

It seems that the success of the Milan station is a breakthrough in Milan's IPO (initial public offering), general manager of investment banking in Hongkong. He believes that the Milan station's popularity is dependent on a concept, which is a sharp increase in the mainland's luxury market. He believes that large and medium sized brand retailers at home and abroad, regardless of whether they are listed, are currently taking the Chinese mainland market as the concept of growth.

Although the mainland market accounts for a small proportion of luxury consumption, it is growing at an alarming rate. The Milan station was established in 2001, taking advantage of the personal relationship between owner Yao Junda and receiving money from the Yuan Yuan's home. In 2008, it began to expand the mainland market. At present, there are 2 stores in Beijing, and there are 1 stores in Macao. The remaining 11 are in Hongkong, including the shops run by the French brand, and Hongkong, the mainland and Macao account for 88.4%, 6.3% and 5.3% of the total revenue respectively. In 2008, Milan's revenue in mainland China was only HK $2 million 500 thousand, up to HK $46 million in 2010, up 17.4 times.

It is understood that nearly 200 million of Milan's funds raised by the station will be nearly 70% for the development of the mainland market. Milan said it will open 6 new retail outlets in major cities such as Beijing, Shanghai and Hangzhou this year. It will open 5 stores next year in Guangzhou and Chengdu and other major cities, and will open 24 new stores in the mainland in the next 3 years.

　 Samsonite and Prada landed at HKEx in June

Last year, L'OCCITANE, the well-known skin care product, became the first French consumer goods company to list in Hongkong. This year, many European and American big consumer goods will be shifted from New York, London, Milan and other fashion centers to Hongkong capital market.

At present, Samsonite, a well-known domestic luggage brand (Samsonite) and Italy luxury brand Prada (PRADA), have decided to land at the HKEx in early June. In addition, the luxury handbags and accessories brands such as Coach, Diana's Jimmy shoes (Jimmy Choo) and so on have come to Hong Kong.

The two highly recognized brands of Samsonite and Prada will take the lead. According to the information disclosed, Samsonite will grab a roadshow in June 7th before May 30th, and June 3rd will be listed as the fastest selling investor in June 16th, and the planned fund-raising will not exceed HK $11 billion 700 million. Prada plans to start offering shares in June 13th, the fastest listing in June 23rd, and plans to raise funds between HK $11 billion 700 million and HK $15 billion 600 million.

　　 The real purpose of big players to Hong Kong IPO

No doubt, as the first luxury concept stock in Hongkong, Milan station has been warmly pursued by Hongkong investors to give Prada a good start.

"Before the Milan roadshow, the Hong Kong stock market has fallen for 6 days and entered the May. The capital market still fluctuates." Wen Tian Na said, "but on the day of the road show, the number of participants was 1 times the number of exploded people. Milan station can highlight tight encirclement, revealing investors' enthusiasm for this concept.

But IPO, which is overvalued, may not be the real purpose of the big IPO in Europe and America. "The location of IPO actually represents the market we want to go to." Prada CEO Bertelli said. The mainland of the other side of the river is the "fat meat" that the luxury magnates are really looking for.

According to some data, Chinese luxury goods are most interested in Chinese wallets. Last week, a Beijing white-collar worker arrived at Harrods department store in London, and found that 75 Chinese speaking salesmen were employed here to greet a steady stream of Chinese tourists. Last year, both European and American luxury goods, such as LV or Prada, had achieved an unexpected growth. Bernard Arnott, chairman of LVMH group, jumped to fourth place in Forbes's ranking, after Buffett only. All companies attribute their growth momentum to China's strong purchasing power. According to Merrill Lynch, by 2023, China will form a $31 billion 800 million luxury market, which will account for 31.6% of the world's total.