Once Again, The "Noble Birds" Raise Their Capital Market Less Than Once A Year.

The depressed market environment makes local sports brands keep their throats.

VIP bird Limited by Share Ltd (hereinafter referred to as "noble bird") yesterday announced a public offering of 800 million yuan supplementary operating funds.

It is understood that at the beginning of the year, a successful listing of the birds has successfully raised 943 million yuan of funds.

Industry analysts believe that a large amount of financing within a year, let the birds looming cash flow tension.

It is understood that the birds in January 24th just landed at the Shanghai Stock Exchange, less than a year after raising 943 million yuan, and submitted an application for issuing 800 million yuan corporate bonds.

Beijing Business Daily reporter found that the announcement of the public recruitment of funds, said the company issued 800 million yuan corporate bonds are mainly used to supplement operating capital.

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In a year's two financing behavior, the company's secretaries said that the company issued 800 million yuan corporate bonds mainly to supplement liquidity and optimize the company's financial structure.

Three quarterly report shows that the total liabilities on the company's books are 1 billion 540 million yuan, short-term loans are 647 million yuan, and debt pressure is bigger.

It is understood that since the listing of the birds, their performance has continued to decline, and the trend of decline has been expanding. The first half of this year's revenue and net profit fell by 19.04% and 5.77% respectively compared with the same period last year.

In the first three quarters, the revenue and net profit of the precious birds were lower than that of the same period last year.

The decline is not only a local family.

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Since 2012, sports giants such as Lining and Anta have stepped into the cold wave period.

In order to change the current situation of channel loss and sales decline, giants have adjusted their product styles to attract more consumption.

In addition to adjusting style, channel sinking is also an important aspect of sports brand adjustment. Increasing inventory pressure leads to the opening of the sporting goods industry to low level cities, and even international brands such as Adidas and Nike, which take a second tier city as the target market, are opening stores in the three or four tier cities.

According to the analysis of the industry, under the background of the depressed sports industry, the channel of the first-line sports brand has increased the pressure on the birds of the 234 main cities.

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As a general merchandise in Vientiane City, Shang Tai does not seem to be particularly bright, but what's worth noting is that the first floor's beauty make-up covers almost all the top international brands. Among them, there are many low-key brands, such as CHANEL's color brand BOURJOIS, which comes from Australia's high reputation organic skin care brand.

With the powerful ability of group investment, the beauty of Shang Tai is not inferior to that of Hangzhou Tower.

More importantly, apart from the Mixc, there are few separate beauty counters.

Once evacuated, the Mixc will lose a commodity category, which will create a gap in the complex.

And, it is understood that last year, the region has introduced a lot of new brands, such as Mao Geping, DeJOJOez, etc., some brands even less than a year, the settlement of the contract will be a problem, at least the evacuation of beautiful makeup area will be a thorny and lengthy problem.

A reporter told a staff member in the Mixc that at present, the original shops on the first and first floors of the ground have been demolished and emptied.

The two and third floors have not yet been demolished, but "in recent days, they will be emptied."

The reporter noticed that the contents of the curtain were different from those of the other empty shops in the Mixc. The three floors of the doors that had stopped operating were not written "Opening Soon" (to be opened), but "Wonderful and New" and "everything updated".

Who will take the market and bring the "wonderful and new" format?

The Mixc is tight lipped.

The head of its public relations department said that it is still being adjusted internally, and plans such as specific planning and investment must be announced after headquarters announcement.

One insider said: there are two ways to reform, one is not to do department stores, another to rent, and the other is to do department stores and replace models.

Either way, it looks very difficult.

"But it's much more difficult than introducing another department store."

An industry insider agrees with him. He believes that the Baisheng department store, which has been widely rumoured, has been walking very hard in the Chinese market in the past two years, and should not spend so much money on venture capital.

The rest of the department stores, such as Yintai, are less likely.

"According to Huarun's style, it is more likely to do it by itself."

He analyzed.

It seems that the news that some of the cosmetics will be adjusted before entering the shopping mall seems to coincide with the news.