Grass Roots Shoe Companies Need To Be Cautious About Listing.

Following BELLE,

After the successful listing of famous shoe and clothing brands, there are more and more companies competing in the background of the global economic downturn. Listing seems to be the only way for a grass-roots enterprise to make a living in such a bad environment.

On the market, for the grassroots private shoe enterprises, even if they did not go back to Harvard University to study abroad, it was also the power of the president of Peking University and Huada University.

The capital market has the power of standardizing pformation that they need, with large amounts of funds to be raised to break through the bottleneck of development.

It is precisely because they are all grass-roots, their expectations of the listing, so that enterprises in Europe and the United States can not catch up.

However, the listing of sports shoe companies is not smooth. In the first half of 2012, many people questioned were invited to apply.

Looking back, AOKANG international, which has just been listed in Shanghai stock market, has been questioned since last year's prospectus. In November last year, Jordan sports Limited by Share Ltd passed the meeting, but a petition from the American flying man Jordan promoted the public opinion whirlpool. Not long ago, the Zhejiang provincial environmental protection Department publicized the listed environmental protection verification materials of Zhejiang Red Dragonfly shoe industry Limited by Share Ltd, which originally indicates the important progress in the IPO matters of the Red Dragonfly Footwear Industry, but the relevant queries also came to the conclusion.

Compared with BELLE and Anta listed in the past few years, the companies that want to go public seem to have to "challenge" first.

According to the reporter's survey, at present, there are more than ten brands of shoe brands listed on the market: BELLE, Saturday, 100 degrees, Lining, double stars, Anta, China trend, Daphne and so on. However, as the direct or indirect industry competitors of Chinese footwear industry, the crisis they bring to the Chinese shoe industry brand is not only a brand, but also a crisis of capital flow, resource integration, or core competitiveness.

If we can not cope with and solve this crisis well, all the advantages that Chinese shoe brands once possessed such as cost, scale production, industrial chain, supply chain, logistics, channel, quality and adaptability will no longer exist. The market and brand that have been struggling for many years will be robbed without mercy.

From the second half of 2011, it began to enter the adjustment period, and the domestic sporting goods industry still did not get out of the haze.

Recently, the number of sports shoes enterprises listed in China in the fourth quarter of 2012 was mostly flat or negative growth.

In view of the current plight of the local sporting goods industry, many people in the industry believe that this is a phased adjustment of the industry. The focus of the future competition will be on the supply chain. The final competitors of local brands are not only sports brands such as Adidas and Nike, but also international fashion brands such as ZARA and H&M.

It is rumoured that some of the shoe enterprises in Wenzhou are actively preparing for the listing. But this year's stock market is not very popular. In the end, it is now on the market and will be integrated immediately in order to have the strength of a war or to become famous after the stock market gets warmer. There is no standard answer yet, but it is also in the wander of Wenzhou shoe enterprises that the polarization phenomenon on the market is becoming increasingly prominent, the stronger is stronger, the weaker is gradually marginalized, and the shoe market pattern has been basically formed.

"At present

There are fewer products in the market and more stocks in businesses.

A shoe company official disclosed that due to a substantial reduction in exports, domestic shoe enterprises this year's stock increased significantly, and some shoe enterprises inventory was more than two times last year.

According to the first quarter of 2012, the stock market was 2 billion 300 million yuan, with a turnover of 2 billion 600 million yuan, accounting for more than 88% of the total revenue.

Earlier, in the 2011 earnings report of Anta and XTEP listed footwear companies in Quanzhou, high inventory was also listed as a puzzle for enterprises.

"It is understood that in the first half of this year, compared with last year, sales of clothing dropped by nearly 20%.

Because of normal wear and tear, sales of shoes are relatively small, about 10%. "

Huang Wenjie, executive director of Guangdong Circulation Industry Association, revealed.

Admittedly, 2012 was a year when China's stock market was in a doldrums. However, it was capital that was still in the doldrums compared with the stock market.

Market performance of shoe companies.

Despite the impact of capital and environmental factors, many shoe companies did not make good use of the proceeds of financing after listing, making new breakthroughs in strategy and overall layout.

The achievement of wealth in listing should not be the end point of shoe enterprises. It is the future of shoe enterprises to make good use of capital, develop fully and rationally, and emphasize tight encirclement in competition.