The High-End Women'S Clothing Market Is Dispersed Or Ended.

The brand of high-end products

At present, the company's actual control of Shen Dong day and Shen Hua brothers and sisters jointly hold 84.93% of the company's shares.

After the 50 million issue, Shen brothers and brothers still hold 63.70% of the company's shares.

According to its prospectus, the main business of the company is "brand women's design, production and sales, focusing on high-end women's clothing market". The goal is to "lead the Chinese high-end women's clothing brand and become the leader of the women's clothing industry".

It currently adopts multi brand development strategy, and the three core brands include its own brand "LANCY FROM 25" and "

The overall characteristics of its brand are many colors, quick updates, and a small number of single units. This mode of operation makes the proportion of raw materials in the enterprise inventory at a low level.

Generally speaking, the three brands complement each other in brand positioning, design style, target customers and so on, so that they can occupy the market to a greater extent, thereby dispersing the company's operational risk.

The shares are raised by about 850 million yuan.

According to the urgency, it will invest 587 million yuan in marketing network construction, invest 139 million yuan to expand and expand Beijing production base, invest 68 million yuan to design exhibition center, invest 55 million yuan for information system to improve construction projects.

Many brands of the group are enjoying a high reputation and reputation in the domestic women's wear market.

According to the analysis report of China's high-end women's clothing brand released by the China National Business Information Center, "brand" ranks among the top brands in the country. Its brand position ranked fourth, fourth and third in 1-9 months in 2008, 2009 and 2010 respectively.

In 2010, "long Zi" was appraised by the relevant agencies as "2009 - 2010 China's market ten best selling women's clothing brand".

It has been included in the top ten women's clothing industry in Beijing billion commercial center for 5 consecutive years by the Beijing business information consulting center.

In the middle and high-end department store sales, it has 308 stores in the famous high-end shopping malls of more than 80 cities in 29 regions of the country.

Among the 109 Jinding department stores in the country, there are 54 sales terminals, with a 49.54% entry rate, including Beijing Seth shopping center, Shanghai Oriental Shopping Center, Nanjing Golden Eagle International Shopping Center and Wuhan Plaza.

222 million 617 thousand and 600 yuan, net profit 74 million 110 thousand yuan, gross profit margin 50.82%; in 2009, its business income 308 million 998 thousand and 500 yuan, net profit 90 million 209 thousand and 100 yuan, gross profit margin 54.47%; in 2010 its business income 559 million 146 thousand and 200 yuan, net profit billions of dollars, 152 million 117 thousand and 600 yuan, gross margin 56.71%.

From 2008 to 2010, the annual compound growth rate of operating income and net profit was 58.48% and 43.27% respectively.

It can be found that its operating income and net profit increase year by year, which shows that the market influence and recognition of its brand increase year by year.

In its overall sales revenue, the brand contribution rate of "long Zi" brand is relatively large, and the proportion of women's total sales revenue in the reporting period is 37.31%, 55.79% and 62.75% respectively, showing an upward trend year by year, and is the core brand.

Relatively speaking, "Rhine" and "Chao Ke" appear late in the domestic market, but now they are gradually recognized by the market and enter the growing period.

Xiong Xiaokun, a light industry researcher at CIC, believes that the brand positioning in the market, such as long, Baozi, Mars Phil and so on, is high-end brand women's clothing. The target population is mature women, so it belongs to direct competition relationship.

So listings are bound to pose a threat to Baozi and Mars Phil.

The greater possibility is that the regional characteristics of the high-end women's clothing market in China have always been more obvious, but competition is becoming increasingly fierce. With the listing of the brand names such as Rancy, the new round of expansion will certainly accelerate. In the end, with the comprehensive advantage of listing, its brand will occupy or gradually become a national market.

This will create a strong competitive pressure on some brands that still adhere to the design features and honor of the existing market and have no listing plans, so as to accelerate market differentiation.

As a result, the market will be scattered in the high-end high-end women's clothing, the strong desire to strengthen the pattern will be expected to form in the next 5 years.

Accordingly, guess who will be the next women's clothing brand that has been listed or lost competitive advantage and is capitalized?