Amy Brand Will Be Listed.

There is still much doubt about whether the veteran brand can launch the first shot on the market.

March 11th, women's clothing brand electric business

The company has obtained 324 million yuan of financing from the listed companies.

Search at the special public notice said that the Yin Mei parent company Hui Mei clothing will immediately start the A share listing plan and submit the listing application by the end of the year.

Search for the fashion and leisure brand under the banner, "the front line" has 1800 stores in the country.

After the completion of this paction, the search will hold 25.2% of the Hui Mei garments, and the chairman of Fang Jianhua and Dan Yufang will directly hold the 34.79% stake in the Hui Mei garments.

Regarding the listing, Fang Jianhua officially made the first official statement: "the company has declared the IPO plan, but the time node of the specific work has not yet been finalized.

Through the development of recent years, the comprehensive management ability of Hui Mei Group has reached a new stage. IPO preparation is a painful and joyful process.

In 2008, the Mei Mei Group founded the women's dress, which mainly used in cotton and linen and literary style.

In many Internet + brands, it has become the leader of online brand by virtue of niche design, innovation of IT system and early arrival of Taobao platform.

At the end of 2012, he bought another similar brand name, and began to collectivize.

According to the company, sales of its brands in 2014 were among the top three in the women's clothing category on Tmall, Jingdong and other platforms.

All the time,

We only use double eleven sales as important publicity data.

Because of this paction, Hui Mei became the first brand to publicly disclose its finances.

According to the audit data, the group profit in 2012 was 20 million yuan.

2013 was 34 million yuan.

The unaudited 2014 data show that the group's profit is 39 million yuan.

Tmall is the main battleground of sinemi, and Yin man is Qian Shu of Hui Mei.

In 2013, in the Tmall double eleven promotion, Yin man won the championship with 120 million yuan sales, and the brand's performance accounted for 1/10 of the group's annual sales.

But in 2014, the growth rate of GMV in Tmall was slowing down.

In addition, offline brands are also fighting back through the e-commerce platform, for example, in 2013, ten of women's clothing categories did not go into UNIQLO, ranking second in sales last year.

Lu Zhenwang, an analyst in the electricity industry, said that the growth of the client group of Yin man has been saturated. The end of the Tmall traffic dividend and the entry of the offline brands are very competitive.

"There is only a lot of brand names in this road, or the offline channels, but the growth will be slow."

Fang Jianhua realized that the growth of enman has met with the ceiling. Therefore, we vigorously developed many brands, and bought and launched the 5 different styles of women's clothing brands, namely Qiu Qiu, pass and left life.

In an interview the day before yesterday, Fang Jianhua said that in 2014, the company did a lot of work on the incubation of new brands, "this is burning money, so it will affect the profits of short-term statements."

The Amoy brands that grew up with Yin men, such as rink and silk and Korean clothing homes, have sought new growth points through multi brand strategy.

After the financing, it will also create or acquire more brands, but it remains to be seen whether these brands can continue the myth of EMMAN.

In addition, the company has been moving towards the offline channel this year.

Xu Xianling, assistant director of the company, told reporters that the initial language brand in a 1000 square meter flagship store in Guangzhou is also being renovated.

Hui Mei apparently saw the channel and marketing experience in search of special line.

Fang Jianhua said that when the online operation of the sub brand is mature, it will also consider putting the brand which is consistent with the tonal channel in the special channel to the next line.

However, IPO is the pain of women's clothing enterprises.

On the road of listing, compared with men's wear and sports brand, women's clothing enterprises are always the hardest hit because of their small size and low concentration.

Since 2011, 10 traditional women's clothing enterprises have attacked IPO, but most of them have failed.

Last year, only La Natsu Bell and Vigna S came into the market.

In fact, as early as 2012, La Natsu Bell queued up against IPO, but until May 2013, after being terminated by the SFC, it had to go to Hongkong and go public in the fourth quarter of last year.

In recent years, the overall economy is slowing down and the cost is high.

A decline.

La Natsu Bell has also become a representative of "bloodshed".

Some domestic

The general manager of the enterprise's electrical business department told reporters that under the downturn situation, Yin man started the listing plan "very tragic".

He said that Hui Mei's dependence on Tmall platform is too strong, its business is not independent, and many brands and offline plans have just started. The growth is not yet clear. There will be a lot of problems facing the listing.