Sports Brand, Xi De Long Bankruptcy Reorganization, Shoe And Garment Enterprises Shuffle Period Not Ended

In 2002, it spent a lot of money to invite superstar Aaron Kwok as a brand spokesperson, and comprehensively enter.

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In 2009, it successfully listed on NASDAQ in the US.

However, such a once famous Jinjiang sports brand -- Xi De long, whose company has "collapsed" recently, was declared publicly by the Jinjiang court in its substantive stage of bankruptcy reorganization.

Although the news about the bankruptcy reorganization has made the market feel sudden, insiders believe that this is just the beginning.

"The business of selling casual clothes with the title of sports brand, which is represented by" Xi De Long ", will be very difficult if the pformation can not be completed as soon as possible.

Zhang Qing, the founder of sports Consulting Co. Ltd., told reporters.

Aaron Kwok was invited to speak in the United States.

Prior to this, the official micro-blog of the people's Court of Jinjiang city of Fujian province has announced the matter. In August 5th, the Quanzhou intermediate people's court formally accepted the case of the bankruptcy reorganization of the Sino Dragon (China) Company Limited. After approval of the Fujian Provincial Higher People's court, it was submitted to the Jinjiang law court in August 23rd for trial. "In August 29th, the Joint Financial Bureau of the city went to the company to urge the manager to take over the business."

So far, the company's bankruptcy reorganization has entered a substantive stage.

In September 8th, the reporter tried to contact him for further information, but his official telephone number had no answer.

The official website is linked to the official flagship store in Tmall, and the website is invalid.

Meanwhile, its official flagship store on the Jingdong has also been rolled out.

Reporters noted that the latest news of its official website was released in November 2014. At that time, the chairman of the forest board was pleased to be the ten big man of the year.

If the time comes back to this year, there may be news about its withdrawal from the US stock market.

Information shows that

Founded in 1992 and developed into 2002, Aaron Kwok was hired as spokesperson for brand image.

Up to now, search for Aaron Kwok's song "I Am Aaron Kwok" and see that one of its labels is the theme song of the theme song dragon series.

In 2008, like many local sports brands and distributors, he launched the Hong Kong stock listing plan.

During its IPO listing, a post about "Hi Dlong company suspected of false accounting fraud" was circulated in various forums, and the company subsequently denied this.

Then in July of that year, the Hongkong Stock Exchange announced the announcement of the sale of the product.

However, in the second year, Xi Long lung still completed the "listing dream", the location is in the United States.

Successfully entering the capital market did not bring more advantages to Xi long.

An industry insider said that the form of listing in the US was more than the substance.

"The cost of listing is very high, and the cost of financing after listing is also very high," the local people said.

After the listing, the growth of Xi Long lung has not been maintained.

Reporters inquired about its past performance announcement, found that from 2009 to 2011, its income has been increasing continuously, and began to decline in 2012.

By 2013, its revenue was 1 billion 630 million yuan, down 30% over the same period.

In the profit section, it began to show a sharp decline in 2012, down 50% over the same period last year, and its profit in 2013 was 65 million 540 thousand yuan.

In March 2014, Xi De lung announced that it would convene a special shareholders' meeting in April 2014 to consider and vote on the privatization agreement concluded in December 2, 2013.

After the announcement, it eventually withdrew from the Nasdaq market.

Shoe and garment enterprise shuffle period not ended

In the industry's view, in sports brand, Xi long long is only the four or five line brand, the overall competitiveness is weak, its current situation, and enterprises lack of innovation, in the pformation of the promotion of slower than no reason.

Zhang Qing believes that he has not done anything in the field of professional sports, including breaking through the core technology of the product.

In addition, the establishment of a sense of sports image is also a route for leisure entertainment.

In his view, the situation faced by Xi Long lung is only the beginning of the industry.

"This brand is still a lot of local," bankruptcy integration "is not an example, it is universal.

This is the inevitable rule of the development of the industry. The industry began to enter the stage of big shuffle in 2011, and many large brands also declined for a while.

Shoe and garment industry independent commentator Ma Gang told reporters.

In May of this year, the dilemma of the sports brand Columbus was reported.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd., said that in the Fujian area where sports brands are concentrated, the brand is still partial homogeneity, and marketing channels, business methods and promotion methods are all similar.

"If we do well in the previous scale, we may survive. Otherwise, input-output will not be directly proportional. Once the capital flow is bad, it will become inevitable."

He pointed out that in the next few days,

Bankruptcy is still normal. Enterprises must grasp the pformation of time.

Of course, the famous lawyer Yan Yiming also said that bankruptcy reorganization does not necessarily mean that the enterprise will eventually go bankrupt. "If an enterprise can reach a settlement with its creditors, it will be possible to enter the reorganization, because creditors do not press it to pay debts immediately, and enterprises will have the chance to live."