Alibaba Business Listing Incubator

The capital market is ushering in "

The listing boom.

Recently, Amoy brands

Mei Mei Group, a parent company, is applying to the SFC for public offering and listing on the growth enterprise market.

The capital market is ushered in the upsurge of "naughty brand".

A few days ago, Amy group, an Amoy brand and a parent company, applied to the SFC for public offering and listing.

It is not just the company that launched the listing process with the "Amoy brand" label.

From Hui Mei, Chai Bo and October Ma to three squirrels, there are ten "Amoy brands" launched the listing procedures, some have submitted prospectus.

As for the reason why "Amoy brands" get together to go public, Li Feng, founder partner of Feng Rui capital, believes that from 2008 to the end of 2011, Taobao and Tmall entered a period of rapid growth, and traffic dividends rose rapidly, resulting in a wave of typical Amoy brands or interconnected brands.

In the past 5~6 years, these brands have persisted in their respective industry status in the category.

Li Feng also pointed out that the traffic dividend has not only brought opportunities but also brought competition.

As businesses return to the retail competition itself, its core is also back to category and brand power (brand influence). Amoy brands can better start and disseminate brands through Internet related information media or effective channels, and there are still great opportunities ahead.

Alibaba business listing incubator

It is understood that in late March of this year, including three squirrels, ten months of Mommy,

The ten companies, including the rip and silks, jointly suggested that Alibaba group set up an office to assist businesses in listing (hereinafter referred to as "office").

These "Amoy brands" also said in the joint proposal that Alibaba group can actively coordinate the various sub sectors of Ali to help businesses prepare some information before listing.

As the listing process is tedious and involves a lot of subjects, coupled with the examination angle of the market for the listed companies and the assessment standard of the electricity supplier channel, after receiving the joint proposal, the Alibaba quickly organized relevant staff to get in touch with the relevant persons in charge of the listed companies, and invited representatives of the securities dealers and exchanges to hold a strategic communication meeting of Alibaba platform merchants.

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

Then in the early May, nearly 50 Alibaba IPO enterprises were invited to visit the Shenzhen Stock Exchange.

It is not hard to see that Alibaba has spent 13 years becoming one of the largest retailers in the world, and the "Amoy brands" born on Alibaba platform are also growing rapidly.

Zhang Liaoyuan, the founder of three squirrels, which has launched the listing process, said that the Internet can greatly improve the circulation efficiency of goods. Like nuts, the online super merchants need more than 50% to survive, but through the sale of electronic business platform, the dealers and agents can be omitted, and the gross profit is less than 30%.

At the same time, through the sale of e-commerce platform, the freshness of goods is higher, the quality is more stable, and the service is better.

Zhang Liaoyuan said that if the gross profit is more than 50%, the consumers who like nuts are not good things, and relying on the Internet can make businessmen earn money and make consumers enjoy products and services with low quality and low price.

It is reported that three squirrels went online in June 19, 2012, after three years of online development. In 2015, the sales of double eleven reached 266 million, and the annual sales volume was 2 billion 500 million yuan.

More than 70% of these sales come from Ali platform.

Through Taobao and Tmall, the number of three squirrels has reached 24 million.

Moreover, these consumers in the three squirrel flagship store's repeat purchase rate is as high as 50%.

Lu Ge, managing director of Sino Thai securities, said that the brand name of the group, which relies on Taobao's traffic dividend and gets a large number of orders, can stand out in many brands on the platform. It can be seen that its founder's strategic thinking and team execution have certain advantages: "compared to the brand that also makes clothes, the capital market will give it a higher premium, because they are very skillful in making use of Ali's excellent platform strength and strong themselves". As long as the brand can maintain or develop the new sub brand and sub industry in the future development, this brand is likely to gain market recognition quickly.

Internet brand growth should be clear

It takes a long time and a lot of energy to cultivate a brand under the line, but the time that the Internet can cultivate a brand can be greatly shortened.

It is worth noting that although the overall environment of the apparel industry is not good enough, according to statistics, by the end of April this year, the 2015 annual report released by 35 clothing categories in Shanghai and Shenzhen two cities showed that 16 of them appeared net profit decline, accounting for nearly 50% of the total.

But the main income of Hui Mei Group is showing a rapid growth trend.

According to the prospectus submitted by Hui Mei Group, the company's operating income from 2013 to 2015 was 590 million yuan, 949 million yuan and 1 billion 141 million yuan respectively.

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Turning to the rapid growth of revenue in the past three years, the exchange group has explained that this is mainly due to 3 main reasons in the prospectus: first, comply with the good momentum of online shopping consumption, rely on strong online brand incubation and operation capabilities, and maintain rapid growth in the company's reporting period; second, brand promotion and channel operation operate together to boost the company's revenue growth.

Relying on online brand reputation and "fans" member resources advantage, we will actively explore diversified and multi-channel innovative brand marketing mode during the reporting period.

At the same time, the company launched the integrated marketing strategy on line and offline, and actively promoted the project of "Inman + thousand city stores", using the "fans effect" to quickly copy the brand influence from the online to offline; third, promoting the overall revenue growth by actively promoting brand incubation and enriching the category extension.

The company adopts the product strategy of multi brand and multi product categories. With the promotion of the initial purchase language, fashion brand incubation plan and new product category, the company's business line is constantly optimized, resulting in obvious synergy.

The emergence of new products and new brands has met the needs of the original consumers at different levels and diversified, expanding the consumer groups through the breadth and depth of the consumers.

A brokerage apparel industry analysts believe that the current capital market aesthetic gradually return to rationality, that is, pay more attention to the rationality of business models, liquidity predictability and financial statements quality, from this point, many brands will also experience the traditional brand has gone through the ebb and flow process, now gradually growing representatives of Inman, rip, and Korean clothing house, etc., must have a clear brand positioning, strong management team, reasonable incentives, forward-looking business layout and other advantages, the overall income, profitability, cash flow are in a virtuous circle, the follow-up is bigger and stronger is also worth looking forward to.

The analysts also pointed out that the Internet brand favored by the capital market in the future must have differentiated competitive advantages, such as personalized positioning for the segmentation crowd, building a cost-effective route, or innovating in other business models. Besides, it also has a profound foundation in the supply chain, flat platform and online and offline playing.