Recently, The Tide Of Amoy Brand Listing Is Threatening.

On the 20 th of this month, the IPO application was formally submitted to the SFC. It is estimated that the issue of 41 million shares of stock will account for no less than 25% of the total share capital issued, and is expected to be listed on the Shenzhen Stock Exchange's growth enterprise market.

Prospectus disclosure

The business platform is the source of revenue from splitting the silk.

Platform (including Tmall), vip.com, Jingdong mall three e-commerce as its main sales channel, Taobao accounted for 58.49% of revenue, Jingdong accounted for only 2.58%.

The company plans to invest 52 million 300 thousand yuan and open 15 stores in 2 years.

In the near future, the tide of Amoy brand listing is a bit threatening.

Last week, there was news that Fang Jianhua, the founder of Hui Mei Group, went north with the prospectus. Today, it also reported the news of the application of IPO to the SFC on the 20 day of this month. It is expected that 41 million shares of the stock issue will be issued, which will account for no less than 25% of the total share capital issued.

It is easy to see from the split share prospectus that the e-commerce platform is the source of business revenue. The three major e-commerce channels of Taobao platform (including Tmall), vip.com and Jingdong mall are the main sales channels. The total operating income in 2013 ~2015 accounted for 94.64%, 95.85% and 97.43% of the company's main business revenue respectively.

But looking closely, reporters found that Jingdong accounted for only 4.10% in 2013, and on this basis there was a gradual downward trend. In 2015, it even dropped below 3, leaving only 2.58%, compared with the proportion of Taobao platform 58.49% in the same year.

There is no doubt that Taobao occupies more than 80% of the apparel business market, which is the survival of traditional clothing brands and Internet apparel brands.

As the overall market growth slows down and the cost of customers rises, clothing brands will face new challenges and difficulties.

Many brands need to break through

The announcement of the prospectus shows that the registered capital of the company is 123 million yuan. As of December 31, 2015, the company achieved operating income of 546 million yuan, with a total profit of 40 million 850 thousand yuan and a net profit of 31 million 640 thousand yuan.

But pushing the time forward to 2013 to 2014, we can see that the revenue of the rip and silk clothing is 688 million 81 thousand and 600 yuan and 579 million 308 thousand yuan respectively, with net profit of 70 million 469 thousand yuan and -421.45 million yuan. The main business revenue has been declining for three consecutive years, and the net profit has also fluctuated.

Back in time to 2006 and 2007, Taobao hatched a large number of new businesses. With the dividend of Taobao traffic, the brand of massive orders has been acquired. In the past ten years, many hundred million brands have appeared in these brands. Tang Xiaofeng and Tang Xiaofeng (the outside world is known as "big wind" and "small wind") are the main minority brands.

But in recent years, a lot of traditional brands have been attacked by the counter attack, and the minority brands are rising.

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Since 2014, domestic clothing brands under the traditional line and international famous clothing brands (such as UNIQLO, ZARA, etc.) have been stationed in the major domestic e-commerce platforms, and the sales strength of online channels has been increasing. Meanwhile, the new brands of online clothing have increased significantly, and consumer traffic of women's clothing has been continuously divided into e-commerce platforms.

Due to the increasing competition in online apparel sales market and the trend of fragmentation of online traffic, China's macroeconomic slowdown has also had a negative impact on the overall consumption intention and consumption ability in recent years, resulting in a decline in the company's operating income during the reporting period. And in the process of coping with the macro environment and industry competition, the company's operating profit and net profit also fluctuated to a certain extent.

In order to change the instability of the brand foundation, many Amoy brands choose to build the company brand matrix through mergers and acquisitions and developing sub brands.

At present, the "angel city", "LadyAngel", "Fang Fang" and so on, together with the brand of "Chinese new style dress" in the 10th anniversary celebration period this year, include the brand new clothes, the interesting brand of the illustration, the simple designer's original brand "fan Ge", the children's clothing brand of Angel City, the little angel, and the 5 national brand "Lotus bag", which has a lot of sub brands.

But it is not difficult to see through the report that as the earliest established brand of "cracking the silk", it has a high reputation and loyalty of its customers, and is still playing the most important role in the company's revenue.

During the reporting period, most of the company's revenue still came from the brand.

In 2013 ~2015, the brand income accounted for 67.89%, 61.42% and 62.72% of the company's revenue respectively.

Therefore, if there are major mistakes in brand operation, negative news, market recognition or consumer preference changes, it may lead to a decline in brand sales performance, which will adversely affect the company's business performance.

In the reporting period, the company will actively expand the new business channels, new brands, new categories and further widen the company's profit channels.

However, if the macro-economy continues to slump in the future, the competition in the online clothing sales market will further intensify. There will be significant adverse changes or other unpredictable risks in the major e-commerce platforms. The failure of the company to take effective measures to cope with the relevant changes can not exclude the further decline of the company's future business performance, or even the risk that the company's performance will drop by more than 50%.

Taobao's exclusive revenue

As an Amoy brand, the e-commerce platform is undoubtedly the source of its revenue. Although it describes the three e-commerce sales data of Taobao platform (including Tmall), vip.com and Jingdong mall, it describes the three major platforms in 2013. The total operating income in ~2015 accounted for 94.64%, 95.85%, 97.43% of the company's main business income.

However, it is not difficult to see the form carefully. The proportion of Jingdong accounts for only 4.10% in 2013. On this basis, there is a gradual downward trend, which accounted for only 3.08% in 2014, while in 2015 it even fell below 3, leaving only 2.58%, compared with the proportion of 58.49% of Taobao platform in the same year.

Through the list of direct selling shops provided by rip and silk, it can be seen that among the 22 direct selling shops operated by them, of which Taobao platform occupies 16, up to now, there are still many brands that are still the only channel for online direct selling. We can see that Taobao is still the most preferred choice for its development in the process of developing multi-channel.

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Why can the brand get higher revenue on the Taobao platform and become the first choice platform for many new brands? Apart from the huge volume of Taobao and the first development of many brands on the platform, the most important thing is that Taobao and Jingdong have different essential attributes.

The cultivation and growth of brands require certain soil and environment. The Taobao platform is the superposition of new channels, new media and new markets, while Jingdong only has channel attributes, and it is difficult for the brand itself to grow on the platform.

For users, Taobao platform is a big market. When consumers enter, they will make horizontal comparison and even price comparison. Similarly, there will be a large number of sellers in the same commodity, so consumers will be able to reach a purchase through a multidimensional comparison, and then communicate with sellers. Finally, Jingdong is more like a supermarket, offering products to a display place, and entering consumers' purchase purpose is clear.

We will vote for 52 million 300 thousand.

Though trying to move towards the bottom line in 2012, finally, due to the complexity of the offline channels, the trial water failed to finish the test at that time, but the obsession with the line seemed to have remained unchanged.

In 2015, Tmall double 11 China Global Carnival broke up and took part in the project of "Wan Dian Tong Qing" and came to interact with consumers under the line.

Tang Feng, one of the founders of the rip and silk trade, has said more than once that cracks and silks will definitely fall behind again.

From the prospectus, we can see that in addition to the routine information system upgrading, R & D center construction and other projects, the construction of offline brand channels has also become one of the important projects in this collection.

Through the fund-raising, the company plans to invest 52 million 300 thousand yuan, of which the initial construction investment of the entity store is 27 million 890 thousand yuan, the first year operation investment of the entity store is 24 million 410 thousand yuan, the construction period is 2 years, and the 15 outlets are opened.

Beijing, Shanghai and Hangzhou's core business circle set up 3 flagship stores of 1000 square meters, opening 12 direct retail stores with 80~120 square meters in the core business district of the first tier cities and the second tier cities with strong consumption, and the required operating rooms for flagship stores and direct stores will be acquired in the form of leasing.

According to the various attempts of the company's offline expansion, the e-business model based on the Internet can not completely replace the traditional business mode, and the online customer satisfaction is low.

This project can better attract the consumers in the cities and the surrounding areas through the physical stores under the construction lines of many cities. While enhancing the brand awareness of the company, it will further acquire a large number of new offline customers, thereby expanding the scale of the company's business and enhancing the sales revenue of the company.

Therefore, from a long-term perspective, expanding the channels is an inevitable choice for the company's sustainable development in the future.

For the time being, Tang Xianfeng, Tang Xiaofeng, Ceng Huayong and Xiang Feng are 4 natural persons who are controlling shareholders and common controllers of the company. Among them, Tang Xianfeng and Tang Xiao Feng are sisterhood, Tang Xianfeng and Ceng Huayong are husband wife relations, and Tang Xiao Feng and Feng Feng are husband wife relations.

As of the date of signing the prospectus, Tang Xianfeng has a 61.86% stake in Tianjin's heart and material goods, and Tang Xiao Feng holds 71.07% of Tianjin's heart goods. Zeng Hua Yong holds 94.60% of Tianjin's Angel City, which is closely related to Tang Xianfeng and Tang Xiao Feng's two sisters as the founder of the brand.