Amoy Brand: Cheng Also Electricity Providers, Worry Also Electricity Supplier

June 17th, Shanghai

The Network Inc (hereinafter referred to as "October mommy") appears in the pre disclosure list of the SFC's official website.

From the information disclosed, this October Ma intends to land on the Shanghai stock exchange, issuing shares (A shares) does not exceed 15 million shares, is expected to raise about 219 million yuan of funds, the amount of financing to be listed on the main board of the company is not much.

But because of the head. "

The label "IPO" has a different meaning.

In March this year, three well-known brands of squirrels, October mommy and Han Hou jointly suggested that Alibaba group set up "assisting business offices". They also said in the joint proposal of enterprises that they hoped that Alibaba group could actively coordinate the small businesses of various departments in Ali, and help businesses prepare some information before listing.

Before that, some powerful enterprises began to fight for capital market.

In the early May,

Nearly 50 platform IPO business enterprises have been invited to visit the Shenzhen Stock Exchange.

Alibaba told reporters that from now on, October mom is the first to go to pre disclosure of this link.

Following October October, in June 20th, Beijing's Limited by Share Ltd (hereinafter referred to as the "rip") also submitted a draft to the SFC to enter the gem.

Amoy brands compete to promote IPO

Over the past few years, the rapid development of e-commerce has not only made Alibaba, Jingdong, vip.com and other business giants, but also made some young brands that were born or relied on the development of e-commerce platform. Because of their early development can not be separated from Taobao platform, so these brands are also known as "Amoy brands".

At the beginning of May this year, nearly 50 listed companies on Alibaba platform were invited to the delegation to visit the Shenzhen Stock Exchange. Media reports said that 100 business enterprises had submitted their applications for listing. At present, the scale is still expanding, and the market valuation is expected to exceed 100 billion yuan.

In addition to October mom, the ten Amoy brands submitted to the Alibaba group in March were three squirrels, Hui Mei, South Korea's clothes house, rash and silk, camel, Royal mud, Han, AFU and puppy electric appliances, all of which belong to the representative brand of Tmall on the platform, covering many fields such as snacks, clothing, cosmetics, electrical appliances and so on, and their listing road has also made different progress.

In fact, as early as 5 years ago, October mom decided to sprint the capital market target, and in 2015 the company completed the shareholding system pformation.

In 2011, at that time, it was also called the Shanghai harvest industry limited company's October Mammy to get Sequoia Capital China Fund (hereinafter referred to as "Sequoia Capital") and baikah capital 60 million yuan financing, of which Sequoia capital invested 40 million yuan and received 8.89% of the shares of mamma. It is reported that in October, mommy and Sequoia Capital reached five years of listing plans for the small and medium-sized board market.

Today, October mom gave up the small and medium-sized board market, chose the motherboard market with greater difficulty coefficient. What is the reason for making such a change? What would happen if she didn't succeed in listing this month? How did she go to "sequel" to Sequoia Capital? The reporter called the contact telephone which was announced in the prospectus, but the other party said that the contact Tu Wenhong was not in the seat. When the reporter contacted the company again, the phone was not answered.

After November's Mommy, the split was also submitted to the SFC on 20 June, which was intended to be landed on the gem, and the total amount of public issuance was not more than 41 million shares.

In addition, three squirrels have entered the IPO counseling period. Han Du rye has applied for the new three boards, and Yin Mei and the parent company of the initial language group are also promoting IPO.

E-commerce expert Li Chengdong told reporters that from the perspective of businessmen, first of all, objectively, many Tmall businesses have grown to a certain stage, capitalization is only one direction, after all, their body size has been relatively large; secondly, the profits of some Tmall businesses are not satisfactory, and they hope to standardize management and supplement cash flow through listing.

And Ali told the times weekly reporter that the profit situation of October Mommy is considerable.

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Tmall's role

As the listing process is cumbersome and involves a lot of subjects, coupled with the examination angle of the market to the listed companies and the assessment standard of the electricity supplier channel, some sales data of the Amoy brand are all deposited on the Tmall platform, so the Alibaba's shadow is easy to see on the way of Amoy brand listing.

It is reported that after receiving the joint proposal, the Alibaba group quickly organized relevant staff members to get in touch with the responsible persons of 10 enterprises, and invited representatives of securities dealers and exchanges to hold a strategic communication meeting of Alibaba platform merchants on a cruise ship in West Lake.

Then, in April 26th, Alibaba's Tmall platform announced the establishment of "assisting businesses listing offices" (hereinafter referred to as "offices"). Media reports said that "in the joint proposal, businesses hope that after the establishment of the office, they can take the lead to help these brand business enterprises communicate with the Securities Regulatory Commission and exchanges, assist brokers to complete the interviews and data dutiful investigation of merchants, and establish communication channels with other listed and upcoming brand electric business enterprises".

Alibaba told reporters that today the office mainly provides data services, which will provide documents for the listed companies in the aspects of enterprise mechanism, preparation, profitability, sales and so on. At the same time, there are more and more businesses that need to be listed on the platform. Alibaba is also ready to develop related products to facilitate the printing of historical data.

Reporters learned from Ali side that Alibaba's attitude towards Amoy brand listing is positive. After all, the listing of Amoy brands is also conducive to the development of Tmall's ecosystem.

Li Chengdong, an e-commerce analyst, told reporters that in fact, there was little investment in the ecology of the electricity supplier before, but the listing of Tmall merchants would bring more capital into the entire ecosystem, which would have a positive impact on Ali.

In addition, as the advertising fees paid by businesses are an important source of profits for Alibaba, businesses with sufficient capital after financing will be more motivated to contribute more profits to the platform.

From the industry point of view, because everyone did not think that businesses could be listed before, now the bulk listing of Amoy brands is also conveying an important message, that is, today's Amoy brands and Alibaba have a great influence.

An electronic industry analyst who declined to be named told reporters that although these Amoy brands grew up on the platform of Tmall, they did not have much to do with Tmall in essence. Ali could not and did not have the ability to provide more services for these businesses in the market.

Cheng also electricity providers, worry also electricity supplier

The above electronic industry analyst told reporters that Amoy brands are going to be listed without a problem, that is, how to solve the problem of single sales channel and over reliance on the third party platform.

Reporters combed the prospectus of October Mommy found that during the reporting period (2013-2015 years, the same below), more than 40% of the company's sales revenue came from the third party e-commerce platform, Taobao also became the company's largest customer for three consecutive years, and contributed more than 30% of revenue in 2014 and 2015.

This problem has become more evident in the split and silk market. Over the reporting period, more than 90% of the main business revenue came from the three shopping platforms of Taobao platform (including Tmall), vip.com and Jingdong mall.

In 2013, the revenue from Taobao platform accounted for 83.17% of the current main business income, although this proportion is decreasing year by year, but it still exceeds 50% in 2015.

With the development of Taobao platform, there are more and more traditional enterprises introduced by Tmall.

Although Ali told reporters that Tmall platform for Taobao's original brand and the introduction of the traditional offline brands are alike, but when the flow dividend is fading, the short board that has been covered by geometric growth in the past will be revealed one by one: there are short boards in the supply chain, the product is homogenized, and there is no long-term planning capability.

Some of the famous brand of Amoy brand was gradually eliminated by the market.

This situation can be seen from the changes in Tmall's "double eleven" store rankings. In 2014, the flagship store, the best performing Korean brand clothing store, ranked sixth in the double eleven, the top sixth in the official flagship store of UNIQLO, and the top two in the women's clothing stores. In the list of 2015, UNIQLO jumped to the top spot, while Han Du Yi house ranked only 18 in the list.

Besides, Amoy brands are also faced with the impact of "net red economy".

After Tmall took the B store, Taobao has undoubtedly become the "net red" world.

In 2015, Taobao's women's wear C store ranked ten in the top five stores.

Amoy brands, which have been squeezed by traditional brand and net red economy, have turned their attention to the line. October mommy has indicated in the prospectus that if the IPO is successful, about 219 million yuan will be put into the "marketing network construction project", "design and testing center project" and "information system construction project" and supplement other working capital related to the main business.

Among them, the company will invest 24 million 963 thousand and 200 yuan in the "marketing network construction project" to increase the number of Direct stores and achieve further penetration of key areas.

In April 2016, Ali announced in the new retail platform business conference that the company will open the entity store, and plan to have 100 independent store experience shops within a year, so that the real O2O price model can be realized, and the brand name and reputation will be enhanced so as to obtain more viscous user resources and traffic.

At present, the Amoy brands are mainly clothing and bags, and some shoes.

But offline stores have higher requirements for supply chain management, and for many Amoy brands, the supply chain is a short board.