IPO Application Was Cancelled &Nbsp; Listing Reform Of Garment Enterprises.

Listing is just a "physical examination".

Zhuhai's Limited by Share Ltd has put the ball into the stock exchange. In May 5, 2011, the securities and Futures Commission issued the cancellation of Wiseman, which was originally scheduled for 6. IPO Apply.

"Wiseman's failure will not affect the future strategic development of the company." Deng Hua, deputy general manager of Wiseman, told reporters.

In his opinion, listing is right. Clothing enterprise It is not only a goal, but also a process. In the process of preparing for listing, it can also promote enterprises to further standardize management, enhance the effectiveness of market development, expand brand awareness and speed up the pace of independent research and development.

In fact, the changes in capital brought to the development of Chinese clothing enterprises and brands may be secondary investment, and more importantly, advanced ideas, modern management concepts and management methods and production capabilities are a systematic impetus to brand development.

"Listing can not only promote the reform of enterprises themselves, but also enable enterprises to integrate with the international market." Deng Hua said.

He believes that the listing of enterprises will help improve the corporate governance structure, clarify the rights and interests of shareholders, and make financial operations transparent and open, which will help family businesses to move towards modern enterprise management system, so as to bring management advantages and institutional advantages into play in market competition.

"In the process of listing, we should take all matters in the history of enterprises, including problems, and so on to review them and see whether they meet the requirements of listing. Therefore, listing is more important than a process of reassessing enterprises. " Deng Hua said that the listing of Wiseman was not successful, allowing enterprises to clearly understand their own shortcomings and the direction of their efforts in the future. What the company values more is the future.

It should be said that Wiseman is strong and has bright prospects for development. Otherwise, Kunming Jiuding Cci Capital Ltd will not spend 50 million yuan on wensman in December 20, 2009. We have reason to believe that Jiuding will fully investigate Wiseman's current situation and future development prospects before investing, "because venture capital is driven by profit."

Qiao Hongbo, director of the investment project of the "nine man" investment in Wiseman, has said that his excellent team has impressed him very much in the past six months.

Bumpy "multi brand" operation

Statistics show that in 1998, Wiseman began to operate only one brand of Wiseman. Later, they realized that if only one brand were built, the market share was limited. It would be very difficult to achieve a substantial increase after reaching a level. So we began to explore many brands in 2004.

In Deng Huajin's opinion, making women's clothing and single brand is hard to satisfy the consumption requirements of female consumers. The multi brand mode is suitable for the development of women's clothing at this stage. In addition, multi brands are also conducive to playing games with the market and training professional managers.

"If an enterprise has only one brand and its brand is stronger, it can only take a special counter in the department store, but if there are ten brands, it can take ten counters, and the sales area in the shopping mall and the channels to contact with customers will be much more. Multi brand means that enterprises can go to sea like a joint fleet, adding more bargaining chips to the mall. " Deng Huajin said.

Deng Huajin said many brand It can better train professional managers. If an enterprise has a brand, then there is only one brand director. If there are ten brands, each brand can have a brand director and a design team. The brand and brand can be compared with each other, and the internal good competition can provide more opportunities for professional managers and teams. The team is steady, and the whole fleet can withstand wind and waves when it comes to sea.

However, the way of multi brand of Wiseman is not smooth sailing. In order to implement the multi brand strategy, Wiseman has registered one hundred or two hundred trademarks as reserves, and has created four brands, namely, Wiseman, Wiseman two, love her and Wiseman's house, and the acquisition of Aesop brand. But for various reasons, only three brands, such as Wiseman, Wiseman's house and Aesop, are still in operation.

"From scratch, you are groping for yourself." Deng Huajin recalls.

Deng Huajin acknowledges that the operation of multi brand operation resources of enterprises will be more dispersed, and the management difficulty will be increased. Managing a brand and operating multiple brands will be different for human property management and team management. Correspondingly, management costs will also increase. In the early days of many brands, when the brand awareness and the reputation of customers are not high, the investment of enterprises is still huge.

In the later stage, the high level of Wiseman began to change his mind. In 2009, the company acquired Shenzhen's Aesop language, and no longer pushed the brand itself. "Children are not necessarily born or adoptive, especially those who are poor in quality. In order to complete the multi brand strategy shorter and quicker, we adopt the way of acquisition and merger.

Deng Huajin said that Wiseman will expand the brand by combining acquisitions and self promotion new brands to integrate procurement, logistics and supply chain, and design and market sales separately. "Now, Wiseman is the three team," Wiseman "," Wiseman house "and" Aesop ", which are completely different from design to sale. Background services can be shared, and there is communication among brands, but design, marketing and marketing teams are independent. Examination is also independent.

Deng Huajin said that despite the test, Wiseman's idea of adhering to multi brand strategy remains unchanged.

Path from blurred to clear

In a media interview in 2008, Wiseman concluded that through many years of multi brand strategy, Wiseman absorbed many lessons from it, mainly reflected in four aspects: unclear system planning, conflict between brands, insufficient reserve of talents, and no synergy effect.

Deng Huajin said that Wiseman has improved the above problems. At present, it is clearer for the three brands to sell to whoever sells, how to sell and how to sell.

At present, there are several differences between the three brands that Wiseman owns. First of all, the core customers are different. The design style of the Wiseman brand is located in simple and modern fashion, which embodies the characteristics of mature and noble, romantic ladies, and integrates the personality fashion and color jumping elements. The brand design style and color coverage are more comprehensive, which can fully meet the female clothing consumer demand of this age group.

The design of viesman's home is positioned as a lively young woman's dress with a unique personality. It takes the fashionable style and unique color as the focal point. It also has the fresh and leisure style of the girl's dress and the sweet fashion style and color matching.

Aesop's brand style is positioned in the national fashion fashion of Spanish culture and oriental culture. It mainly aims at the pursuit of the Spanish dynamic style and the passion and collocation of the young women with individuality. The brand consumer group has obvious group type, with the majority of students and freelance groups.

Secondly, in terms of channels, Wiseman is mainly in a second tier city business district. The main part of Wiseman's house is to enter the three or four line city, and Aesop mainly enters the two or three line city. Wiseman is mainly in direct camp. Because customer groups are different, channels are different. There is no obvious competition between the three brands.

"We have a strong R & D capability. At present, there are about 120 designers and ODM designers. Each team has about 60 designers. Deng Huajin said that their marketing channels in Southern China were very steady and their foundation was relatively deep. They spread the marketing network from south to north, from east to west, with Southern China as their base.

Huang Xiaojie, President of Kunwu Jiuding Cci Capital Ltd, said, "we are very optimistic about the development of Wiseman in the future."

After more than a decade of manufacturing and design capabilities, the pursuit of capital will help the company to complete the metamorphosis of its value added phase, and the prospect is still bright.