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Leo Takes Advantage Of &Nbsp In The Capital Market, And The High-End Women'S Clothing Market Needs To Be Changed.

2011/7/22 15:43:00 47

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On the evening of July 18th, the SFC announced that it would review the first application of A stock of Limited by Share Ltd in 22 days.

This means that after the listing of baozi international exchange in 2003 and the listing of Kaiser shares in 2010, the domestic high-end women's wear camp will reproduce the capital figure.

According to the prospectus,

LAN Zi

The proposed 50 million shares will account for 25% of the total share capital of the company after the issue, with a planned capital raising of 850 million yuan. It will be used for 587 million of the marketing network construction, 139 million of the expansion and expansion of the Beijing production base, and 68 million of the design exhibition center and the 55 million yuan information system to enhance the construction project.

High-end opportunities

At present, the main brands of LANCY are FROM (25 FROM), ZOOC (LIME) and LIME (FLARE).

The company said in its prospectus that it insisted on the pure women's clothing company located in the high-end women's clothing market. "Positioning in quality, price and consumption crowd is similar to a few enterprises such as Baozi and Mars Phil", "is the first group of independent high-end women's clothing brand in China."

From the point of view of financial data, the high-end women's clothing brand is more general.

Lane Bryant

It has higher gross profit margin. In 2008~2010, the gross profit margin of the group rose steadily, at 50.82%, 54.47% and 56.71% respectively, and the operating income was 220 million, 308 million and 559 million respectively. Net profit attributable to shareholders of the parent company was 37 million 645 thousand and 200 yuan, 62 million 381 thousand and 300 yuan and 123 million yuan respectively. During the 3 years, the annual compound growth rate of operating income and net profit was 58.48% and 58.48% respectively, and the growth advantage was obvious.

Xiong Xiaokun, a light industry researcher at CIC, believes that the brand positioning of long, Baozi and Mars Phil are high-end brand women's clothing, and the target audience is mature women. Therefore, it is a direct competition relationship. The listing of the long pose is bound to pose a threat to Baozi and Mars Phil.

According to Euromonitor International statistics, at present, China

Women's wear

The annual sales amount exceeds 300 billion, the retail volume exceeds 4 billion, and the market capacity is huge. But on the other hand, the number of women's clothing brands whose sales income exceeds 400 million yuan is not more than 10, and the concentration degree is not high, which is also possible for the merger and expansion of the first tier companies.

"The domestic high-end women's clothing market is not mature enough, and there are not many leading enterprises. In addition, the women's clothing industry has fast updating and uncertain factors. It's relatively hard to do, and there are many challenges and opportunities."

Everbright Securities Industry Analyst Li Jie told reporters.

According to the statistics of the China National Business Information Center, the retail sales of women's clothing in major retail enterprises increased by 28.28% over the first three quarters of 2010, and the growth rate was 5.54% higher than that of the same period last year, 2.73 percentage points higher than the annual growth rate in 2009.

In the four classifications of adult women's clothing in China, women aged 18~30 and 30~45 constitute the main group of women's clothing consumption. Among them, the latter is the group with the highest value of buying single clothing among consumers, with the most abundant economic foundation and strong desire to buy, and has the largest capacity in women's clothing group.

"Specificity" is also changing.

But such market opportunities have attracted more and more attention from the international market.

At present, Burberry, Zegna, Hugo Boss, Bally, Coach, MontBlanc, Armani and other major international brands have gradually taken the Chinese agents back to the battalion to concentrate on doing business in the Chinese market. At present, these big international brands are stepping into the two or three line cities after occupying the first tier cities.

At present, the 3000~5000 yuan market, which is more concentrated in high-end women's clothing, not only focuses on high-end white-collar products such as white-collar, Baozi, LAN Zi, Kaiser and so on, but also focuses on the discount products of international first-line brands.

In the prospectus, he also admitted that because the clothing industry is a labor-intensive industry, competition is fierce and marketization is relatively high. With the increasing attention and penetration of the international high-end brands on the Chinese market, the future competition in this field will be fierce.

In this regard, Li Jie also believes that compared with the price advantage of international high-end brands and brand discount stores, the price advantage of China's local high-end brands is not obvious, and even in a more passive position in the competition -- "especially in the first tier cities, such a competition will become more and more obvious."

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Because of this, market analysis shows that most of the domestic clothing listed companies have diversified development except for the seven wolves and the good news birds. Real estate, high technology and equity investment are the main direction of development. Some of the original companies such as Hualian holdings, Shiqi industrial and Jiangsu Wuzhong have achieved the main business pformation, which partly reflects that some garment enterprises are not very confident in their main business development.

After five years, it has been planned to raise the proportion of men's clothing sales to 40% from the current 30%, and it is expected that 1/3 of the new stores will be used for men's expansion this year.