Two Marketing Plan Of 600 Million IPO Marketing Plan

Recently, many brands have joined the IPO plan in order to have more room for development, and the 600 million marketing plan has been proposed by the group, hoping to be officially launched this year.

Two years listing failed.

Limited by Share Ltd (hereinafter referred to as "Bi") has entered the sprint stage again.

Bryant, a golf apparel research and design, brand promotion and sales company, belongs to the subdivision industry of apparel, and the production process is outsourced to garment factories.

Reporters found that the company recently issued prospectus shows that the company intends to visit the Shenzhen Stock Exchange, issuing 26 million 670 thousand shares, raising 624 million 377 thousand yuan, mainly for the construction of marketing network.

During the reporting period, data from the company showed that the company was in a good position.

From 2013 to 2015, operating income was 567 million yuan, 650 million yuan and 754 million yuan, respectively, with a growth rate of 14.53% and 16%.

Net profits were 95 million 876 thousand yuan, 108 million yuan and 123 million yuan, respectively, increasing by 12.13% and 14.59% respectively.

But the large balance of inventory and the high rate of customs clearance are the problems that the company has to face.

During the reporting period, the inventory amounts were 159 million yuan, 168 million yuan and 193 million yuan, respectively, higher than those in 2013, 2014 and 2015.

In addition, most of the proceeds are used for marketing network construction, but in the past three years, 144 have been sold by the company.

According to the analysis of the industry, although golf apparel is a market segment of the clothing industry, it is still affected by the downturn in the industry. Especially in the face of the competitive pressure of foreign brands, golf consumption also has a certain decline, which will affect the performance of post market.

The products are divided into professional golf series and life leisure series.

The sales revenue of the company is mainly based on coats and coats. The proportion of sales income of the tops and coats during the reporting period is 81.25%, 80.18% and 78.01% respectively.

Be Meleven wants to issue 26 million 670 thousand shares and raise 624 million yuan for the construction of three projects.

Among them, the marketing network construction project is 521 million yuan, the information system promotes the construction project 53 million 830 thousand yuan, and the supplementary working capital is 50 million yuan.

Funds for marketing network construction projects account for 83% of the total fund raised.

According to the prospectus, in the terminal sales channel construction, the main mode is the combination of direct and franchisees.

Specifically, direct outlets are established in the core business circles, airports and famous golf clubs in the first and second tier cities, and franchised stores are located in other high-end business circles in other cities.

By the end of last year, there were 601 terminal stores in 31 provinces, municipalities and autonomous regions, including 280 Direct stores and 321 franchised stores.

In 2013 and 2014, the number of terminal stores was 520 and 559 respectively, with a growth rate of around 7.5%.

Specifically, there are 1 Direct stores and 6 franchises in Hubei.

The direct store is located in Zhongshang department store of Zhongnan road in Wuchang district. The other 6 franchises are located in Jingzhou, Xiangyang, Xiaogan, Xianning, Songzi and Shiyan.

During the reporting period, there were 94 new stores, 90 homes and 87 stores, and 48 stores, 51 and 45 stores were closed, and the closing rate was 51%, 56% and 51.7% respectively.

The closing rate is high.

The main reason for closing the store is three reasons: the mall is decorated or closed, the business circle is pferred, the store is not well managed, and the contract is not renewed.

But most of the funds raised are still used in the construction of marketing network.

"The scale of the company has expanded rapidly, the marketing network has expanded further, and the rapid growth of the number of stores has put forward higher requirements for the management and operation of the company."

If the company can not meet the needs of the company's development in terms of talent reserves and human resources management, choosing the right new shop address and performance management, it will have an impact on the company's profitability.

The large stock balance is also a headache for bill.

By the end of last year, the stock of the company was 193 million yuan, accounting for 28.26% of the total assets.

Prospectus shows that the company's inventory mainly includes raw materials, processing materials and inventory goods. During the reporting period, the inventory amounts were 159 million yuan, 168 million yuan and 193 million yuan respectively, accounting for 35.19%, 30.78% and 28.26% of the total assets respectively.

In contrast, the net profit of the company in recent three years was 85 million 976 thousand yuan, 108 million yuan and 123 million yuan respectively.

The company's stock is higher than net profit.

Inventory accounts for the largest share of inventory goods.

In the past three years, the proportion of inventory commodities in the book balance is 93.29%, 96.49% and 95.53% respectively.

Among the listed companies in the same industry,

In 2013 and 2014, the share of inventory commodities was 89.56% and 89.01% respectively.

Kaiser shares are 93.81% and 96.04%.

The proportion of goods in inventory is higher than that in the same industry.