Listing Is Just A Ticket To Enter The Competition Of Men'S Clothing Market.

In fact, as early as 2008, he had hired consultants and securities underwriters to plan to land in Hongkong's capital market in the fourth quarter of the year. However, the sudden financial turmoil made global capital available.

Compared with the king of nine, he is not so lucky.

Fujian's Limited by Share Ltd last year submitted a listing request to the SFC, but failed.

There are 5 other garment companies that have the same experience as the local ones.

According to statistics, in 2011, a total of 11 clothing enterprises applied for IPO, of which 6 were not, or only 45%.

Although garment enterprises have become the hardest hit areas of A share IPO application in 2011, they still can not stop the enthusiasm of Listed Companies in clothing industry.

It is reported that as of January 31, 2012,

The successful listing of card slave road is undoubtedly a strong agent for the apparel companies that are queuing up on the market and listed on impulse.

Among them, the most strongly stimulated is probably the "neighbors" of the card slave road.

It is understood that with the Changxin International (listed in Hongkong in November 2010, its V.E.DELURE dilly and Testantin iron lion Denton two men's brand) and the card slave road listed, Guangdong men's clothing enterprises listed enthusiasm has been greatly ignited.

In the past two years, a number of men's clothing enterprises in Guangzhou have been in frequent contact with brokerages and capital forces. They are actively seeking guidance for listing and making preparations for pre marketing.

According to rough calculations by the Institute of international finance and securities, the Guangdong men's brand will be no less than 10 in the next 5 years.

In addition to Guangdong, Fujian men's clothing enterprises listed impulse is still strong.

The "Jinjiang faction", which has not yet been listed, such as "Jin Ba", "Qipai" and "odd", still eyeing the capital market.

Listing seems to be the best choice for men's clothing enterprises.

Listing effect

"Strong fighter has completed the shareholding system pformation, plans to take the opportunity to list in three years."

Hong Lianjin, vice president of Limited by Share Ltd, a powerful man, doesn't hide his desire to go public.

The strong tyrant men's clothing was prepared to go public in 2009, but it was delayed for some reason. However, the goal of the listing of strong leader has never wavered.

Similarly, the seven cards of the Hongs family have never given up the dream of going public.

Hong Zhaoyi, deputy general manager of Qipai men's clothing, even said publicly, "our two companies (seven cards and strong drivers) are not listed. This is the sorrow of our Hongs family."

The difference between listing and not listing is obvious.

This is exactly the sorrow of Hong Zhao Yi.

In 2004, the seven wolves in the Fujian men's wear section took the lead in landing the small and medium-sized boards. After that, the seven wolves completed the upgrading of the sales network and brand image in a short time. By 2010, the annual sales revenue of the seven wolves increased by nearly 8 times, and the net profit increased by 5 times.

And lon did not go public until 2009. At this time, Li Lang had lagged behind in many aspects, such as brand building, brand culture building and channel expansion, and the former has become the "leader" of Fujian men's wear plate without controversy.

For the seven cards and the power bar of the same city, the difference between the listed companies and their competitors is not so obvious.

However, with the listing of the company, the situation changed immediately.

In 2009, the sales revenue was 1 billion 559 million yuan, 37.4% year-on-year, 302 million net profit and 96% year-on-year growth. In 2010, the turnover of the Lang was 2 billion 53 million yuan, up 31.6% compared to the same year. In the first half of the year, the revenue of Li Lang was 1 billion 32 million yuan, increased by 31.2%, the gross profit rate was 36.4%, the net profit was 228 million yuan, up 63.1% over the same period.

Along with the rapid rise of performance, the brand strategy and marketing channels of the company are also expanding.

In 2010, the L2 was listed.

In addition, Mr. Li said in the 2009 annual report that 300 to 400 stores will be opened every year.

In addition to opening stores, Li will produce 20 million pairs of store display and terminal display every year.

In fact, with the intervention of every round of capital strength, the competition pattern of men's clothing industry will undergo major changes.

Years ago, with the listing of YOUNGOR and Shanshan, its position and influence in the national garment industry rapidly formed, and the gap with other local enterprises rapidly widened.

Over the next decade, Shanshan has become the "multi brand" camp. YOUNGOR has also made efforts to build an "integrated" industrial chain with capital strength, forming a leading position today.

In sharp contrast, the development of other garment enterprises in Zhejiang at the same time began to become increasingly weak, and the gap between the leading enterprises and the leading enterprises was getting bigger and bigger. Some had even abandoned their own brand building, and the main force was used for processing.

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Capital threshold

There are more realistic reasons to stimulate men's clothing enterprises listed on the nerves.

With many international brands and large domestic textile enterprises coming from "blue ocean", men's clothing enterprises will face more severe competition.

In fact, after years of development, with the increasing concentration of domestic men's clothing market and the increasing intensity of competition, the competition of men's clothing industry is not only confined to a certain aspect of brand, price, channel, capital, but also more and more reflected in the competition of overall strength.

But the overall strength must be backed up by solid capital.

The most realistic thing is that the operation cost of clothing brand has been increasing year by year, and a street store with lots of good area and large area will be needed hundreds of millions of dollars.

Not long ago, the Nike store in Maoming Road, Nanjing West Road, Shanghai, came out of the news of the closure. Instead, it was the cosmetics supermarket.

Not only Nike, but also two other brand clothing stores that are just a few steps away from Nanjing West Road, including burshlung and Tony-Jeans, should also be evacuated.

Last month, in the "customer notification book" at the gate of the burshilon store, we wrote, "as a result of the adjustment and operation of the company, our shop was closed in February 15, 2012."

Tony-Jeans store near the end of Shek Mun Road also called for withdrawal from Nanjing West Road.

A person in charge of the marketing department of a famous shopping mall in Guangzhou, who does not want to be named, said that the price of "Street shop" is far too high. Therefore, more and more brands are moving to the shopping mall channels, which has led directly to the soaring rental of shopping malls.

"Now that some stores even start signing for half a year, the entry fee and the minimum premium are also getting higher and higher."

On the one hand is the rapid rise of the comprehensive cost of enterprises. On the other hand, the capital chain of enterprises is facing the danger of "breaking grain".

With the gradual tightening of state money in recent years, financing difficulty has become a "heart disease" of domestic garment enterprises.

In contrast, the benefits of listing are obvious.

After listing, enterprises can not only greatly reduce the financial cost of enterprises, but also be free from the financial policies such as the state's contraction of money and so on.

In 2007, seven wolves raised 800 million yuan of funds in the capital market for the development of 20 "seven wolf wolf men's living rooms" in Beijing, Shanghai, Guangzhou and Xi'an. In November of last year, seven wolves were added 1 billion 800 million yuan, plans to increase the sales terminal 1200 in 30 months, and expand the direct proportion of sales terminals, from "wholesale" to "retail" strategic pformation.

Obviously, such a big hand is unmatched by general enterprises through primitive accumulation.

Chen Guoxiong, President of Shenzhen Province, believes that embracing capital and actively listing is the only way for garment enterprises to develop to a certain stage and hopes for greater development. It is also an effective way for a mature garment enterprise to implement capital strategy.

However, in a sense, listing is only a ticket to enter the competition of men's clothing market.

Listing is not a result, but a beginning.