Who Will Be The Next Listed Investor When The Shoe Enterprises Compete For Capital?

In the past 10 years, a group of sporting goods brands in Jinjiang

With the success of another enterprise, Jordan sports IPO, the new army of Jinjiang sporting goods "Legion" has been added to Fujian.

Since 2007, the Jinjiang plate has welcomed Anta, XTEP, 31st degree and PEAK.

In the past 5 years, 5 sporting goods companies have been listed successfully, and have become a major scenic spot in the capital market.

The active capital market is behind the huge shoe making industry chain in Jinjiang.

Statistics show that at present, Jinjiang has more than 3000 shoe industry enterprises, and produces hundreds of varieties of travel shoes, casual shoes, fashion shoes, mountaineering shoes and snow shoes. The annual output of sports shoes is more than 700 million pairs, and the output of sports shoes accounts for 40% of the whole country.

The development of shoemaking industry has also led to the development of related industries.

Shoe accessories, such as shoe last, sole, heel, shoe lining, light foam, glue making, blister to carton, packing box, are all produced by professional manufacturers. Jinjiang has formed a "one-stop" production cooperation group, and the advantage of industrial clustering is very obvious.

Scramble for listing

At present, Jinjiang has formed the development mode of shoe industry in "all three streets".

In the development of sporting goods industry in Jinjiang, one of the most outstanding features is the emergence of a number of leading brand enterprises with strong overall strength. The advantage of branding is obvious.

In 2007, Anta sports landed at the Hong Kong stock exchange, which raised more than HK $3 billion 500 million at that time.

As of the first half of this year, Anta has a turnover of 4 billion 450 million yuan, a net profit of 930 million yuan and a gross margin of 42.8%.

The number of Anta professional sporting goods stores is 7844, the total sales area and the average sales area are 937 thousand square meters and 119 square meters respectively.

In 2008, the net financing of XTEP international landing port was HK $2 billion 67 million.

As of the first half of this year, its turnover was 2 billion 570 million yuan, net profit was 466 million yuan, gross margin was 40.9%, the number of shops was 7438, the total sales area and the average sales area were 645 thousand square meters and 87 square meters respectively.

In 2009, the 31st degree landing port exchange, in the first half of this year, had a turnover of 3 billion 186 million yuan, a gross profit margin of 42.3%, a total of 7681 stores, and the total sales area and the average sales area of each shop were 777 thousand and 100 square meters and 101.2 square meters respectively.

Also in 2009, PEAK sports also landed at the Hong Kong stock exchange.

In the first half of the year, its turnover amounted to 2 billion 256 million yuan, net profit 423 million yuan, gross profit margin 39.9%, shop number 7619, total sales area and average sales area were 595 thousand square meters and 78.2 square meters respectively.

Capital gains escalated

With the introduction of leading enterprises and other first-line brands such as Anta, accelerating the horse race enclosure, speeding up the pace of opening stores, increasing brand promotion and image building efforts, in a short span of three or four years, their scale expanded rapidly, and the competitiveness of terminal and brand competitiveness increased significantly, which made other enterprises of Fujian sports board feel the competitive pressure.

In fact, the current domestic sporting goods market has international giants like Adidas and Nike, and Lining, Anta, 31st, XTEP, PEAK and so on are the dominant enterprises to divide the market, and also the gueren, Hongxing Erke and other two or three line sports brands occupy the market.

In the white hot market, the rental and acquisition costs of terminal stores have risen sharply, and labor costs and raw material procurement costs have also shown a rigid upward trend.

What is more serious is that, with the upgrading of consumption, the demand for diversification, fashion and specialization of sports products is higher than that of the previous 5 years.

In this case, there is no strong capital strength to support, and the development of the brand is inevitably weak.

As a result, many sports companies have been listed as an inevitable choice.

Jordan sports obviously also knew this point, and finally stepped out of the market.

For those sporting goods enterprises that have not yet listed in Jinjiang and the rest of the second tier or even three line "camp", with the completion of all these listed enterprises in the country with high reputation, the limited market will gradually be dominated by these dominant enterprises and occupy an increasing market share. The pressure of survival will be bigger and bigger in the future.

Who will be listed next?

Industry experts pointed out that, with the powerful capital strength, these listed brands will still have competitive advantages in the field of subdivision, but the merger and reorganization of small and undercapitals enterprises will also be possible.

By then, who will become the unfortunate integrator? In order to get rid of the enormous competitive pressure and seek breakthroughs, who will be the next listed Jinjiang sports brand?

Of course, from the first two quarters of 2012, the market situation of these listed sports brands is not so optimistic. The domestic sporting goods consumer market is currently showing some weakness. However, it must be clear that no matter what the market is, if the leading companies feel the pressure, then the survival situation of those enterprises that do not have the advantage can be imagined.

Under such circumstances, if we do not take the initiative to seek breakthroughs, we will surely wait for death.

Market competition is so cruel.