Seven Cards Preparing For Mainland Listing 3000 Stores Facing Shuffle

In China

While the industry is still struggling, seven cards belonging to the Jinjiang clothing brand are accelerating the pace of listing.

"Qipai has already considered the listing of Hong Kong stocks to be listed on the mainland, and is in the preparatory stage. The specific time will be determined according to the market situation."

A few days ago, Hong Zhaoshe, chairman and President of Qipai men's wear, accepted the interview with "First Financial Daily".

Behind the counter listing is the growth rate of 40% of the turnover of Qipai men's clothing in the current downturn.

But for the future, Qipai has decided to start cutting 3000 stores next year, eliminating a group of "dragging" stores with poor profitability and reintegrating resources to pave the way for smooth listing.

At present, there are about 3000 stores in the country. These stores will face a shuffle next year.

Hong Zhaoshe introduced, seven cards in the shop plan, next year's strategy is to re integrate existing stores, the next year's shop and development speed reduction, the keynote as "moderate development", the pace will not be as fast as before.

"But the shop may not be reduced."

He said, according to the market situation, close some shops with poor quality and profits and losses, and reopen some of them.

Shops with better conditions.

Hong Zhaoshe said that the seven cards are now open shop, the use of the "voluntary franchise" system.

This mode has brought great benefits to the early construction of Qipai.

However, franchisees also have some disadvantages, such as inconsistent brand image and poor control of terminal constraints.

He said that these phenomena are inevitable in the clothing industry, and the future seven cards will increase some restrictions on the entry of franchisees and take relevant measures.

Hong Zhaoshe told reporters that despite the current downturn in the clothing industry, Qipai men's clothing still maintained a growth of about 40% of turnover, but had to plan for next year.

He said that Qipai is preparing to shift from the previous sales mode to the ordering and retail sales.

Next year, the performance of the retail market will become the strategic focus of the company.

This year, since the impact of the overall environment, the clothing industry has been hit hard. The boss of 01353.HK, a Menswear listed company, who has not been found in July, has not yet recovered. So far, the number of 002029.SZ has dropped by 28.07% over the first half of this year. Busen shares are expected to lose 32 million ~3500 yuan in the first half of the year, and Hinur (002485.SZ) also suffered the first loss after listing.

This reporter found that

The "Jinjiang Department" enterprises, which are very representative of the industry, have sought pformation in response to the shocks and bid farewell to the simple and extensive strategy.

The "Jinjiang Department" that had been in step by step began to split up in the course of development.

Hong Zhaoshe recalled that the original size of the Qipai men's wear was a pair of scissors, a sewing machine and 300 yuan.

At that time, Hongzhao, who was a tailor, sold his clothes when he sold them in a big basket and sold them very hard.

Since then, he has introduced second-hand equipment in Hongkong and started his own business.

In 1998, Qipai introduced the world's most advanced production line, and comprehensively changed and promoted the upgrading of enterprises.

In 2003, the "Chinese collar" series was launched, so far, the design innovation of this garment still plays an irreplaceable role.

Seven cards from the small workshop to the high-end business clothing stage, this path is seven wolves, Jin Ba, Li Lang and other "Jinjiang Department" clothing brand is the same development logic.

But now it is facing the same bottleneck of development.

Jinjiang enterprises are generally family businesses. After more than a decade of development, we will realize the standardization of the brand through listing.

Nowadays, the development route of the clothing brand that grows very fast and proud at that time has been impacted in the current economic depression.

Hong Zhaoshe believes that many Chinese clothing brands, including Qipai, are on their way to growth, and the road to development can be described as "extensive".

Compared with international brands, many Chinese clothing brands lack scientific planning for business strategies.

"Enterprises need to pform strategically."

But when the pformation decision came, the clothing brands began to take different paths.

"Seven cards will only do what they are good at."

He said that due to the fact that clothing companies are not doing well now, Jinjiang counterparts have turned to develop real estate, or expand their sub brands on the basis of original brands.

Hong Zhaoshe said that Qipai still insisted on focusing on making clothes and only doing seven cards.

"Single brand multi series will still be the main direction of seven cards."