Will The Money Be Spent On The Knife Edge?

August 9th, a few days ago,

Limited by Share Ltd announced plans to raise funds for non-public offering, mainly raising funds for medical beauty services.

The total investment of the marketing network construction project is 1 billion 80 million yuan, and the total amount of the total capital raised is not expected to exceed 820 million yuan (including the total number).

The picture is derived from the feasibility analysis report on the use of A shares raised by the non-public Development Bank of the Limited by Share Ltd.

First, medical beauty service project construction.

(1) allocation of funds for medical beauty project

According to the reporter's understanding, the total investment of the project is 850 million yuan, including 400 million yuan for decoration, 230 million yuan for medical beauty equipment, 30 million yuan for network rental, 150 million yuan for doctors, 40 million yuan for basic preparatory work, and mobile fund for bottom laying.

The picture is derived from the feasibility analysis report on the use of A shares raised by the non-public Development Bank of the Limited by Share Ltd.

(two) leveraging two major medical brand expansion businesses

The company is now driven by the market opportunity of "Yan value economy", and the medical beauty industry is in a fast developing industrial cycle. It is estimated that the market will reach a trillion yuan in 2019.

Therefore, the company cultivate the medical beauty business plate under the "Pan fashion industry interconnected ecosystem". In June 2016, it invested in two domestic high-quality medical beauty brands, including Milan Bai Yu and Jing Yi Mei, and its six medical beauty agencies.

The picture is derived from the feasibility analysis report on the use of A shares raised by the non-public Development Bank of the Limited by Share Ltd.

Through this non-public offering, the company intends to focus on the product positioning idea of the "comprehensive solution of high quality medical beauty" and "medical micro plastic service". Based on the operation experience of six medical beauty agencies in Milan Bai Yu and Jing Yi Mei banner, a business expansion strategy based on "regional brand sedimentation" and "national chain operation" is adopted. Through the combination of strategic precipitation and escalation, brand area subsidence, standardized scale expansion and other strategic strategies, the medical beauty service network is built in the key cities where the women's clothing business group concentrates, and the first advantage is established in the medical beauty industry.

(three) plan to build a three-dimensional medical service network.

The reporter learned from the stock of LAN Zi that the company has made plans for the construction of the medical service network in the next two years.

(1) in the next two years, the company will launch 3 comprehensive medical beauty hospitals with 8000-10000 square meters of business and a high-end and elegant decoration style in the first tier cities, providing comprehensive medical beauty services such as cosmetic surgery, cosmetic department of Dermatology, cosmetic dentistry, etc.

(2) the company plans to launch 30 medical beauty clinics or out-patient departments in the first tier cities and other economically developed cities in the next two years, with a business area of around 1000 square meters. It will focus on the medical youth service of laser beauty, injection beauty, anti-aging and so on, focusing on Comprehensive medical beauty hospital as the center. It will create a convenient, private, sophisticated and high-end business environment, implement standardized product service system and management mode.

(four) China's medical beauty market is a blue ocean.

It is reported that China's medical beauty market is still in its infancy.

From the perspective of age structure, the main consumer group in China is the younger group under 35 years old, accounting for 88% of the market share, and the penetration rate is about 2.9%, while the penetration rate of medical and American consumer groups over 35 years old is only 0.2%.

In contrast, the US medical market is at a mature stage. Consumers over 35 have become the main force in the market, accounting for 81.5% of the total cases in the whole market, and the penetration rate is about 13.8%.

Therefore, on the whole, the demand for this group of consumers over 35 has not yet been released and is basically frozen.

Judging from the annual number of medical cosmetic times per capita, in 2013, China only had 2.4 times / 1000 people, far lower than the 13.5 times / 1000 people in Korea, and below the world average level of 3.3 times / 1000 people. The penetration rate of Chinese medical and American industry is still lower than that of developed market, and the potential of market space is huge.

Therefore, the Chinese medical beauty industry will follow the development rule of the mature market, and the young customer groups take the lead in accepting and pmitting the sense of medical beauty consumption, and gradually pform the future main customers into a middle-aged group with stronger demand for beauty and a stronger consumption power.

{page_break}

In addition, according to the speech of vice minister of health Ma Xiaowei, the number of medical and cosmetic surgery cases in China has increased by about 100% per year, and medical cosmetic surgery has become the fourth hot consumer market after buying houses, buying cars and traveling.

According to ISAPS statistics, the market scale of China's medical beauty industry has reached 553 billion yuan in 2014, with an annual growth rate of nearly 20%. If the growth rate is 15% in the future, it is estimated that the market size will exceed RMBs by 2019.

Therefore, with China's huge population base and potential for improvement, China is expected to become the largest medical beauty market in the world.

Data sources: "medical beauty industry upgrading, potential demand release"

Two. The construction of aka brand marketing network.

(1) allocation of funds in akalon project

It is reported that he intends to invest 230 million yuan for the introduction of the Korean brand akakon infant clothing and supplies in China's marketing network construction and marketing, including: store decoration investment of 100 million yuan, equipment purchase investment of 16 million yuan, personnel salaries and training 73 million yuan, marketing promotion and other expenses 13 million yuan, laying the bottom of the mobile fund 28 million yuan.

The picture is derived from the feasibility analysis report on the use of A shares raised by the non-public Development Bank of the Limited by Share Ltd.

(two) developing baby business to promote diversification

According to Langer, the baby business is an important sector for the company to build a "Pan fashion industry interconnected ecosystem" and an important position for the re realization of the advantageous resources.

In the second half of 2014, the company invested in aka and became its largest shareholder, and took the lead in the introduction and promotion of international fashion baby brands.

In addition, the company has set up the headquarters of Akbar state, laying the foundation for the operation and promotion of akakon brand in China.

Through this non-public offering, we will vigorously promote the market promotion and marketing network construction of akakon infant clothing and accessories in China, and extend the brand system of fashion industry vertically and vertically.

We will build the aka Bang brand marketing network in the first and second tier cities, carry out various forms of product market awareness and brand promotion activities, expand the sales team size, and provide comprehensive quality products and services for the vast majority of maternal and child products users in China.

At the same time, through the implementation of the project, akkam's corporate culture and brand concept will be accepted and recognized by more and more consumers in China with the development of various promotion and sales activities, which is conducive to the training of mother and child product segment business and to promote the diversified development of the company's brand and business.

(three) provide one-stop service under the integration of online and offline.

The reporter learned that after becoming the largest shareholder of Akbar, depending on the operation experience and channel resources of the domestic apparel market, combined with the consumer characteristics of the domestic consumer products for the baby products, we have developed a business promotion strategy based on the brand collection store to promote online experience, and to conduct online e-commerce based marketing in the form of the flagship flagship store, so as to enhance the introduction, publicity and promotion of the aka brand culture.

At the same time, the company will build a differentiated marketing network with flagship stores and performance shops as the matrix in the first tier core cities, creating a warm and unique family shopping environment for young and fashionable mothers, providing one-stop shopping experience, passing the akarban brand fashion culture, and promoting akarbon brand's promotion and sales in the domestic market.

According to long Zi shares, akakon products are positioned as high-end maternal and infant clothing and supplies. The consumer groups mainly focusing on young fashion mothers pay more attention to taste, quality, touch and safety of their products. Therefore, the most important sales channel of Akbar is the high-end department stores in the core business circle.

Through this non-public offering, the company will bring the akaban brand into the high-end department stores in the core tier cities, and seize the high-quality shop channel resources.

(four) ten years experience in women's clothing provides marketing basis.

The reporter has learned that after ten years of development, she has accumulated rich experience in the management of shop development in the field of high-end women's clothing, covering all aspects of shop location, decoration, operation and management, ensuring the standardized management and efficient operation of terminal stores, providing the basis for rapid replication for the construction of marketing network in the field of supplies.

In addition, the company said that the company will take advantage of the existing brand resources and the rich experience of managing terminal stores to build 150 flagship stores and performance shops nationwide, and promote online and offline activities through celebrity endorsement, media delivery and online community cooperation. The project construction period is expected to be 2 years.

(five) the baby market will be great in the future.

It is understood that with the 80s and 90s gradually entering the stage of marriage and childbirth, under the stimulation of the second child policy, China is expected to usher in a new round of baby boom.

According to the UN's forecast, the child population in China will reach a peak of 261 million in 2020, and the consumption demand of children's clothing and articles will increase rapidly. It is estimated that per capita consumption will reach 1700 yuan in 2017, and the market size of children's clothing industry will be close to 300 billion yuan.

With the improvement of China's economic level and the increase of household income, the consumption of Chinese families for infant and young children is increasing.

At present, the children's clothing market in China is in a stage of rapid development, but it is relatively decentralized and has a low degree of concentration. Most of them are children's clothing without brand.

According to Frost&Sullivan, the top 10 children's clothing brands were only 8.8% in 2014, compared with 35% of the top 10 brands in the United States and 12% of the Carter 's in the United States.

As a result, China's children's wear market has larger room for development. At the same time, with the 80's and 90's becoming the main consumer of children's clothing and articles, children's products with design sense and fashion elements will be sought after by the market.

In addition, the billion power network also understands that Milan Bai Yu is positioned in high-end high-end comprehensive medical beauty brand. It refers to the management and operation of medical institutions according to the JCI standard (the globally recognized highest medical service standard), carries out process design and service tracking with standardized standards, and provides medical beauty solutions and differentiated value experience.

And crystal skin medical beauty is located in the "medical youth" chain brand, the main laser and micro plastic medical beauty services, has successfully entered the four markets of Chengdu, Xi'an, Changsha and Chongqing, has established a standardized system covering products, services, operations and personnel training, and has a strong competitive advantage in the forefront of medical youth.

Aka, founded in 1979, is the first Korean company specializing in infant clothing and supplies. It was listed on the Korea stock dealers association Automatic Quotation System (KOSDAQ) in 2000.

Akabon, in Korean, means "children's room". Its products cover 0-4 years old children's clothing, supplies, skin care products, toys and other children's growing products, and owns a series of private brands such as agabang, ETTOI, Putto, design skin, dear baby and so on, and manages the foreign brands such as Elle, Maternity, etc.

After nearly forty years of continuous operation, Akabon has built a good brand recognition and a large circulation network in South Korea, and has been awarded the national brand of Korean baby products for many years, such as "the first children's clothing enterprise", "the first well-known brand" and "the first children's clothing enterprise".