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    Is Baozi In A Difficult Position Really Out Of The Fashion World?

    2015/7/11 15:01:00 45

    BaoziClothing IndustryBrand Strategy

    "In the history of baozi, fashion is a core link.

    Baozi International Group covers many fields of real estate, high-tech, finance and insurance, but the core business is fashion. We will not quit this industry.

    A brokerage garment industry analyst Zhang Ling (pseudonym) told reporters: "the announcement of the so-called equity acceptance Fang Dongfang Fuhai is the industry's well-known PE, and now the A share market has a lot of shell resources, through the PE operation to help baozi A shares backdoor listing is not impossible."

    In fact, in January 2015, Kenneth Chan and Chen Hanjie, the main shareholder of baozi, bought the issued share capital of Baodi 6.8% with HK $3 per share, which amounted to HK $112 million, triggering a mandatory comprehensive offer. If successful, Hongkong will privatize its withdrawal from the market.

    However, due to various reasons, the offer was not completed, and Baozhuang privatization was blocked.

    This stock sale is another attempt of baozi capital operation.

    Clothing watchers believe that under the situation of low performance and stock prices, some traditional clothing companies have increased their share price through various means, including acquiring Taobao Tmall's mature e-commerce team, layout O2O, diversifying development, selling clothing industry, turning to commercial real estate and other businesses.

    However, "capital means only" speculation "behavior, enhance performance or need to focus on the development of main business.

    It is believed that baozi has been seriously underestimated in the H-share market, or is the important reason why Kenneth Chan wants to fight for A shares.

    He said that the market value of baozi "in the H-share market is about 3 billion 100 million Hong Kong dollars, less than 2 billion 600 million yuan."

    And "A - share fashion companies, their price earnings ratio can reach 50~80 times, if you are conservatively estimated at 50 times, (baozi) market value of about 13 billion 700 million yuan.

    Baozi's share price has been weakening in the H-share market in recent years.

    From HK $3 to HK $31.5 at the time of listing, by 2010, Baozi's share price began to fall, and at the end of 2014, it fell to HK $2.34, at the end of 2008.

    Baozi

    The closing price is only HK $5.63.

    For Kenneth Chan's expectation of returning to A shares, Zhang Ling analysis shows that the price earnings ratio of 50~80 times in the fashion industry is based on the current bull market, but now it is under the 5000 point of Shanghai stock market.

    equity market

    It is hard to predict how long the dividends will last. Secondly, such as the high price to earnings ratio of the stock, it is a big story about the capital market, for example, the layout of the Internet and mobile Internet, and the layout of the fashion culture industry. It is hard to say whether baozi can tell his story well.

    More importantly, a few years ago

    Women's clothing market

    Prosperity is no longer in place. Excessive competition in the high-end women's clothing market has left baozi with its previous advantages.

    As an international brand of high-end women's clothing, Baozi has the first advantage in the domestic market in the past more than 10 years, but now the international luxury and second tier brands in the international market have entered the Chinese market by way of agency or direct operation. Meanwhile, domestic high-end women's clothing brands such as singer, Mass Phil and other new competitors compete in the market and squeeze their market share.

    But baozi's products and brands are also facing the dilemma of aging.

    Zhang Ling believes that women's clothing needs to be updated rapidly, but the old customers of baozi are losing their old age and unable to catch the needs of young consumers.

    "If you can't focus on innovation, even if you return to A shares, you will not be favored by investors."

    Zhang Ling said.

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