"Yin Man" The First Entity Store Opened Under The Brand Line.

Mention "Yin man", "split silk", "Han Du Yi house" and so on.

The fans first thought of "Amoy brand".

After all these years of explosive growth, these "fortune" clothing brands in Taobao have extended their tentacles to the fans' stores or stores.

Meanwhile, since May this year, "Amoy brands" are concentrated in contact with the capital market, trying to complete the pition to the "new electricity supplier economy".

Analysis of the industry, in the face of the competition of major brands, the increase of the cost of operation of e-commerce channels, and the longer period of digestion of clothing inventory, the listing of "Amoy brand" is the optimization and upgrading of enterprises themselves.

Recently, Yin man's first direct store in Guangzhou, "Yin man +" officially entered the Plaza.

According to the head of the group, the experience store under the "Yin + +" line creates a new consumption scene for fans as a powerful supplement to the consumer experience of the online shopping platform.

"Our position is to create a" slow living space "online and offline, covering six categories, including women's clothing, women's shoes, accessories, bags, children's clothing, furniture, and so on, covering objects within 7 meters of the family.

Under the different geographical location, the experiential store will provide differentiated services to customers in different regions, and quickly establish consumer reputation in the region.

"In man", Guangzhou opened its own store.

In addition to the first self operated store, the group began to implement the "thousand city million stores" project since July last year.

Different from other traditional stores, in terms of profit strategy, the innovation mode of "thousand cities and stores" is not only online, offline, but also divided into service modes.

The so-called service fee division means that as long as the customers scan the code in the franchisee, the sales volume will be divided into the franchised store according to a certain proportion regardless of whether the customer is online or offline, so as to encourage the franchisee to operate the fans.

After becoming the focus of the first half of the year's "Amoy brand" to be listed, as the representative enterprise in this field, the Hui Mei Group, "Yin man" and "Chu Yu", officially "test" the capital market, and pre disclosure the prospectus. After IPO, it is expected to become the largest Internet fashion brand group in China.

Reporters learned that the group has applied to the China Securities Regulatory Commission for public offering and listing on the growth enterprise market.

Group leader said that the company intends to issue 80 million shares to the community, after the issuance of the total share capital of 320 million shares.

Compete for "Amoy brand" listed first stock

Almost at the same time, another one "

"Han Du Yi she formally submitted IPO application to the SFC.

The prospectus also revealed the core data of the split.

At present, the main business channels are Taobao platform, vip.com and Jingdong mall.

However, for the three consecutive years, the main business income has been on a downward trend.

Among them, in 2013, 2014 and 2015 three years, net profit after deducting non recurring gains and losses was 69 million 692 thousand and 100 yuan, 16 million 268 thousand and 900 yuan and 32 million 162 thousand and 100 yuan respectively.

Frustrated clothing market

Amoy brands are still eye-catching.

When rough growth can not adapt to the new business competition, both traditional clothing enterprises and Internet apparel brands are seeking new growth opportunities. Traditional service enterprises accelerate the embrace of the Internet and mobile Internet, and the Internet brand including Amoy brands begins to fine operation, and seek new growth blue ocean by improving operational efficiency and supply chain optimization.

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In 2015, the clothing industry continued to be constrained by the weak consumer market, and a large discount sale became the norm. There were even a lot of enterprises to reduce the business on a large scale. The downturn was not only influenced by the brand names such as cracking up and silk, but also many traditional listed companies were more vulnerable.

Take Metersbonwe, a domestic clothing brand, for example, its 2015 report shows that the first loss in the 7 years since the listing of the US bond market, the net profit in 2015 dropped by 396% compared to the previous year, and the deficit gap exceeded 400 million yuan.

Under the line of 2012, the United States has exceeded more than 5000 stores, but by the end of 2014, there were only 4000 more.

And ZARA, MUJI, UNILO and other international fast fashion brands have entered China, and consumers are gradually moving to the online market. The impact of e-commerce shopping has also become an important inducement of the market share of "Mei Bang" clothing.

Net profit fell year by year, not only in the United States.

According to Wind statistics, as of the end of April this year, the annual reports released by the 35 clothing listed companies in Shanghai and Shenzhen two cities showed that 16 of them appeared net profit decline, accounting for nearly 5 percent, including 11 companies such as the long and the American apparel companies, and even the decline in both operating income and net profit.

Listing is an inevitable choice for enterprises to develop to a certain stage.

In the case of such plans as cracking up, silk and Yin men, or the brand of Amoy brands under the offline stores, the enterprises will face the enormous financial pressure brought by the rapid rise of rents and human costs, and the successful listing will solve the financial difficulties for them.

The head of the brand said the bonus of online shopping is declining and online.

Under the background of rapid cost upgrading, offline experiential shops play a scale effect for brand promotion, effectively reduce the overall brand promotion cost, enhance the added value of products, and build up a high performance price ratio product reputation.

Internet brand

Pay more attention to life cycle sustainability

In this regard, Hong Tao, chief analyst of GFA's new consumption, said that in fact, the Amoy brand has made use of the electricity supplier channel to shorten the intermediate channel links and enhance the commodity price performance ratio.

On the other hand, Amoy brands have their own styles, forming their loyal fans to meet the needs of consumers' personalization and fast fashion.

Hong Tao also said that the Internet brand rapidly rises with the help of the electricity supplier's traffic dividend, and with the scale reaching a certain volume, it will pay more attention to the sustainability of the brand life cycle.

In addition to revenues and profits, the focus will also be on whether the Amoy brands have the core competitiveness of clothing brands, including front-end brand operations, category and channel development capabilities, product design, new capabilities, back-end information systems and supply chain management capabilities.

Simply speaking, on the one hand, whether the Amoy brand can seize the new traffic bonus, such as social business, net red economy, etc., on the other hand, whether the brand can realize flexible supply chain, speed up capital turnover and improve inventory control.

Expert analysis

There will be more and more Amoy brands listed.

China and Thailand securities director general manager Lu Ge said that as the Amoy brands continue to be listed, if the brand of the brand with ALI brand is in good condition, when the new brand is submitted to IPO, it will be a dark horse in the eyes of investors.

For listing, Peng Yi, an Internet retailer analyst at Zhongtai securities, said that this is the inevitable phenomenon after the overall scale of the electricity supplier. Currently, the sales volume of the electricity supplier's form has accounted for about 10% of the total retail sales of the society. It is expected that the scale of 10 trillion yuan will be expected in 2020, and more and more enterprises will be listed.

Pang Yi Peng said that the healthy development of online business is the premise of getting capital favor, but it is not the only factor. The sustainability of business mode and the scale of market space are the core determinants of market capitalization.

Li Feng, a well-known investor and a founder partner of Feng Rui capital, a long-term concern and investment consumer Internet, said that businesses are returning to the retail competition itself, and their core is back to category and brand power. In this round of consumption upgrading, there are still huge opportunities for the brand.