Analysis Of The "Listing Campaign" Of Sports Apparel Enterprises In China

< p > Fujian world famous bird Limited by Share Ltd released its initial public offering letter of intent to start the national road show and will be listed on the main board of the Shanghai Stock Exchange. The listing of noble bird will fill the gap in the A sportswear field. It is reported that the birds will be purchased online in from January 14th to 15th, and online purchase will be implemented in January 15th. < /p >
Last November 30th, the China Securities Regulatory Commission formulated and issued the "opinions on further promoting the reform of the IPO system", announces that the IPO which has been suspended for more than a year will be restarted, and 750 queuing enterprises are expected to be listed. At present, a total of 53 Enterprises in Fujian have entered the initial public offering guidance. In the list of listed companies that have been announced to the SFC by the SFC website, Fujian enterprises have 24. Among them, besides the "noble bird", it also includes Jordan, del Hui and other Jinjiang enterprises. < /p >
< p > the opening of IPO is a re opening after the suspension of IPO after the end of 2012. There have been many IPO moratorium in history, but the suspension time is short. More than a year's suspension period is relatively long. Therefore, the queuing companies are backlog heavily, as many as more than 700 companies are going to be listed on the audit. < /p >
< p > Jordan sports and noble birds belong to the clothing industry, and the main business is sportswear, which is the only two garment companies in the 83 enterprises that have passed. Before that, most of China's mainstream sportswear companies chose to go public in Hongkong. < /p >
< p > < strong > 10 years < a href= "http://www.91se91.com/news/index_c.asp > > Listing < /a > success precedent" /strong > /p >
< p > as early as June 2004, Lining successfully listed on the stock exchange. The first amount of money raised by Lining was as high as HK $440 million. < /p >
< p > but Lining's listing didn't cause much impact in China. After a few years, other private sports brand enterprises still focused on the expansion of production scale and expansion of sales channels until the listing of Anta in July 2007. In July 10, 2007, Anta closed at HK $7.50 on the first day of the Hongkong stock exchange, rising by more than 4 compared with the issuing price of HK $5.28. < /p >
< p > Anta raised HK $3 billion 168 million in the main board market of Hongkong, setting the highest record of Chinese local sports brands raising money in overseas capital market. Compared with the fundraising amount of Lining listed in 2004, Anta's scale of raising funds is 7 times that of Lining. About 3000000000 Hong Kong dollars, the number of Anta IPO surprised other colleagues, and the strength of capital market began to emerge. < /p >
< p > October 10, 2007, the famous sports brand Kappa in mainland China and its exclusive distribution rights in China are officially listed on the main board of Hongkong stock exchange. On the first day of listing, China's total turnover was about 694 million 500 thousand shares on the first day, with a turnover of about HK $3 billion 478 million. On that day, China's market value reached HK $29 billion 800 million, more than Lining's HK $26 billion, and it took the lead in Chinese sports. < /p >
< p > it is obvious that the precedents of successful people provide evidence for the listing of latecomers and trigger their enthusiasm for listing. < /p >
People in the industry believe that in recent years, the mainland sports brand has obviously felt that the competition in the clothing market is becoming more and more intense, and the prospect is not as optimistic as the market in the previous two years. "P" However, the competition for sports marketing in mainland China is becoming more and more intense. The competition of big sponsorship events and signing star athletes is still unfolding among sports brands. Capital market support has certain advantages both in channel expansion and in the cost of marketing expenses. < /p >
< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > IPO < /a > restart. Who can play the capital game < /strong > /p >
< p > sportswear is the last jigsaw puzzle for the A brand apparel industry in China. After the reopening of IPO, A shares will cover nine categories, including children's wear, outdoor, home textiles, women's wear, business casual, men's wear, casual wear, sportswear, footwear and so on. < /p >
Before P was listed, many enterprises had problems of flexibility and lack of norm. Especially after the peak of 2008, the development of sports apparel industry began to slow down in recent years. Relying solely on the natural growth of consumers, it has been unable to support the whole market. In order to find new growth points, the operation and development of enterprises need to be more standardized, and the role of listing in the standardization construction of enterprises is obvious. < /p >
< p > who can play the capital game? Some experts say that for sports apparel enterprises, capital operation is a qualitative improvement. With the capital platform, the capital of enterprises will be enriched, attracting more talents to join, controlling more resources, standardizing enterprise management, and continuously enhancing the strength of enterprises. < /p >
< p > but at the same time, listing is a systematic project which requires enterprises to be fully prepared, and capital needs to be returned quickly. If there is no good foundation and can not achieve rapid growth, capital will become a "bitter water". Under the strong capital strength, the listed advantageous brands may have some competitive advantages in the field of subdivision, but the enterprises with small scale and insufficient funds will undertake merger and reorganization. < /p >
< p > overall, in the future, capital competition will be an irresistible trend. Capital management is not isolated. It must be integrated with brand and industry integration. The successful operation of capital operation will further enlarge the advantage of brand management, and at the same time, capital management will make the whole sports apparel market more clear. For the sporting goods market that is in the period of adjustment, the listing boom will continue to take place, and the new era of capital operation and competition will also start. < /p >
< p > < strong > > a href= "http://www.91se91.com/news/index_c.asp" > sports apparel industry < /a > into recovery phase < /strong > /p >
< p > in the domestic apparel industry, sportswear enterprises were caught in a stock crisis earlier, and the channel expansion slowed down sharply, and even the tide of closing shop. In recent years, a number of garment enterprises have crashed into IPO, and in the reasons for the disclosure of the SFC, it is very important that stocks have risen sharply. Recently, however, a number of Beijing shopping malls have visited different shopping centers, and most of the new winter sports products have not been discounted. The relevant analysts believe that this may be related to the decline of some sports brand orders and net profit. < /p >
< p > in the first half of last year, when faced with high storage pressure, many sports brands regarded discount sales as a means of "flood discharge". Nowadays, sporting goods are very "strong" in terms of discount. Most of the new products in winter are not discounted, and only special brands of individual brands can offer 10 percent off to 5% off discount. < /p >
< p > in fact, the price rise of year-end new sports goods has long been traceable. In the first half of last year, Lining announced that the price of shoes will increase by 7.8% in the fourth quarter of 2013 and that of clothing will increase by 17.9%. Before that, Anta, XTEP and PEAK also announced that the price of sneakers and clothes would rise again to 20%. < /p >
< p > some experts believe that the price of sporting goods has a certain relationship with the increase of orders and the pressure of inventory pressure. At present, the sporting goods industry is showing signs of warming. Data from PEAK's 2013 semi annual report show that PEAK's net profit has picked up for the first time. In this regard, PEAK sports related responsible person in an interview with reporters once admitted: "in 2013, the profitability of single stores has improved significantly, inventory digestion has basically come to an end, and the distribution of new products will become the main theme." < /p >
Less than P, sportswear is one of the few brands in the apparel industry that has experienced a complete life cycle. The inventory of the current sports apparel industry has lasted for 2 years, and the market is generally expected that the industry will enter a slow recovery stage in 2014. < /p >