Jinjiang Shoes And Clothing Brand, Birds And Birds Move Closer To A Share Capital Market

"Do you have a nice bird counter?" "what bird? What do you sell?" this is the embarrassment of Jinjiang's famous sports brand in a large shopping mall in Xinjiekou, Nanjing.

Despite being born in Jinjiang and entering the IPO program, Jordan's cognition is obviously lower than his "brother".

Keen to build Wo two or three line area

"The company's products are mainly sold on two or three lines, which can be described as a product of two or three lines."

In the interview outline sent to the "noble bird", the reporter did not receive a direct reply from the company, and the company public relations contacted the reporter gave such an explanation.

"I know Jinjiang, but I don't know much about birds."

Xinjiekou, Nanjing, a large shopping mall responsible person told reporters.

In contrast to the "brothers" who are also born in Jinjiang - Anta, XTEP, 361, Hongxing Erke, and even Jordan sports, which have just been in A shares, the layout of the birds seems to exist only in the "less developed areas".

You also admit that the number of retail outlets has increased from 1847 at the end of 2009 to 5067 at the end of 2011, but by the end of 2011, 90.03% of the company's marketing networks were distributed in two or three and four tier cities, while those located in the first tier cities only accounted for 9.97%.

By contrast, Jordan sports currently owns 5715 retail terminals in the national market.

From the layout point of view, the expensive birds that are not yet listed are lagging behind.

When "civilians" or "noble"

"The company is looking for happy sports and comfortable sports. What you want to do is to make everyone use the sports clothes they want."

The company public relations explained that compared with the financial data of some listed companies in the consumer goods industry, it is normal, but it does not deny that there is no bright spot in the company's earnings and business models.

There is a contradiction between the positioning of the brand and the future development mode.

Like many other enterprises in Jinjiang, the main selling mode of expensive birds is

And distribution.

A business person in Jinjiang said, "if the brand of the two or three line is made according to the dealer's mode, the distribution will increase, and the pressure of the company's operation will also decrease."

The reporter learned that there were 381.41 stores and 52.14 distributors' stores in 2010, and by 2011, the number of outlets had risen to 410.39, with 58.05 distributors.

According to the "noble bird", the company intends to use the fund-raising fund to develop the domestic first tier city market, and set up 60 strategic stores nationwide, that is, Direct stores.

This means that the "ambition" of the birds in the store seems to be expanding.

By contrast, there are only 7 Direct stores and 147 self run stores in Jordan sports.

"Direct stores are more suitable for high-end brands, and they can develop towards high-end brands, but the cost of pformation will be great."

The above Jinjiang business people say, on the one hand, the birds emphasize the "civilian character" of the company, on the other hand, they are doing "high-end" planning, and how to develop is unknown.

Lack of soul behind listing fever

The A share IPO sprint is just the latecomer of many listed companies in Jinjiang, but many of them show the extreme desire of local SMEs to internationalize financing of the stock market.

Reporters learned that as of the end of 2011, there were 37 listed companies in Jinjiang. The total amount of capital raising through the capital market was equivalent to RMB 20 billion yuan, with a total market capitalization of over 180 billion yuan.

Among them, the sports brands from Jinjiang, Anta, XTEP, 361, Meck and fly are listed in Hongkong, China. Hongxingerke, wild power, alligator, and Qing Mei choose Singapore to list. They are selected from Malaysia, which are listed as "welcome wolf", "shoes of Mars" and "shoes of Xingquan".

"Small businesses also have ambition to go public."

Jinjiang industry insiders said.

"There are many enterprises in Jinjiang, most of which chose to go abroad before, because the A share market is relatively strict in comparison, but over the years, it has begun to continue to choose to list at home."

Chen Zhijin, senior economist at Fujian chamber of Commerce in Shanghai, said in an interview with reporters.

Chen Zhijin does not conceal his "love" of the Jinjiang model, even "good and good".

He also said that in the process of listing, Jinjiang companies received many "help and support" from local governments, which is an important reason for more and more small businesses to start listing and financing.

however

When small and medium-sized enterprises plan to go public, their profit mode and brand operation are also facing tremendous pressure of upgrading and pformation.

The Jinjiang business community criticised rudely, "from local to business, we can not simply ask for the listing effect, but ignore whether the enterprise should be listed and the purpose of initial listing."

Now it's time for the local government to clarify the listing policy.