Women'S Clothing Brand "Nine Posture" Parent Company Went Public, And Gao Yuanyuan Struck The Bell For It.

According to the world clothing and shoe net reporter, following the Taiping bird launched the first shot of the clothing enterprises in the A stock market in 2017, and today (February 14th) another clothing enterprise, the women's clothing brand "nine posture" parent company fashion group held the bell meter on the Shanghai stock exchange, announces the official listing.

The opening price was 24.16 yuan, and the trading limit was opened after the opening. After listing, it rose 44%, reaching the limit of listing.

The scene of the T show was impressive, while the positive fashion chose to go public on Valentine's day. Gao Yuanyuan was invited to ring the bell.

On the spot, Gao Yuanyuan is wearing a red dress made of nine posture.

"Today's venue layout stunning me, let me feel the sweet and romantic atmosphere of Valentine's day, which also subverted my impression of the past financial institutions."

Although the contact time with the brand was not long, she was touched by the invitation of 5 VIP members to participate in the bell ring.

Despite the industry's doubts about the return of the acquired brand, the brand is still committed to the multi brand strategy.

Zheng Anzheng, the real controller, group chairman and general manager, said that after the listing, it will expand based on the existing 5 brand matrix, and may be rich in category in the field of fashion sports and leisure.

On the possibility of acquisition and acquisition after the listing, he said he would not necessarily focus on foreign brands or buy or acquire brands that had advantages in domestic channels.

Founded in 2008, an Zheng fashion group has issued 71 million 260 thousand shares for the first time, offering a price of 16.78 yuan / share.

According to the prospectus, the company expects 2016 annual operating income of 1 billion 150 million yuan to 1 billion 250 million yuan, a decrease of 6.11% to 2.05% over the 2015 year on year basis, and a net profit of 210 million to 230 million yuan, an increase of 0.91% to 10.52% over the same period in 2015.

In addition, the purpose of the fund-raising will be in the supply chain center expansion, marketing network construction, R & D center construction, information system construction and so on.

Women's wear shuffle period, build multi brand matrix

Today, many guests present a Wenzhou accent, which is related to the characteristics of the family business in the positive fashion ownership structure.

Prospectus shows that among its major shareholders, Zheng Anzheng, Zheng Ankun, Zheng Anjie and Zheng Xiuping brother sister relationship, Chen Ke Sichuan and Zheng Xiuping relationship between husband and wife, a four person shareholding ratio accounted for a total of 78.784%.

Zheng Anzheng, chairman of the Wenzhou fashion group, started to start business in 1986 and began to develop from tailoring workshop to Haining leather industry in 2000.

"Nine posture".

In the positive fashion dress matrix, as the first batch of original brands in China, nine major brands of 28~49 mature women were used as ridge columns in the group's revenue. In 2015, sales accounted for 66.66% of the group, which was 52.93% in the first half of last year.

It is understood that in the 2015 year old women's clothing sales ranking of the large retail enterprises in the country, nine posture included one of the top ten women's clothing brands in the market share, and ranked third in the high-end women's clothing sales ranking.

However, the domestic high-end female market is very competitive, in addition to facing the competition of foreign luxury brands such as Armani and Chanel, and coping with the domestic rivals such as long and song.

According to the prospectus, in the first half of 2016, an Zheng fashion revenue of 529 million yuan, net profit of 117 million yuan.

In 2015, its revenue was 1 billion 220 million yuan, which was lower than that of another clothing company, IPO, including Hsing ho shares, but higher than those listed in other women's clothing industries and the listed companies that were pre disclosed, including the group, Vigna S and song.

In Zheng Anzheng's view, China's fashion industry is in the industry adjustment period. From now on, women's clothing will enter the shuffle, and the future clothing industry will continue to subdivide.

Or layout of leisure and fashion fields.

In the past few years, "nine posture" has declined slightly in the market share. According to the statistics of the China Business Information Center, it dropped from 1.61% in 2013 to 1.29% in 2014, and then to 1.11% in 2015, which is related to the decline in the income of its franchisees.

At present, "nine posture" takes the sales mode that joins and directly battalions. The "Yin Mo", "an Zheng", "Mo Sha Ke" and "Fei Na Chen" in the brand growth stage are mainly adopted the direct battalion mode.

Zheng Anzheng said that after the listing to adjust the proportion of the franchise, the future alliance and direct camp will be adjusted to each half of the state.

The group is also aware of the risk of relying on a single brand. In the prospectus, the company's ability to operate multi brands needs to be further strengthened.

In recent years, from the frequent actions of ANN Zheng, it is actively relying on hatching and acquisition to find an increment in the layout of men's clothing and Chinese Suzhou clothes.

We are pursuing a multi brand strategy to seize the diversified market. Our main business includes four mature women's brands including "nine posture", "Yin Mo", "mensac" and "Fei Na Chen", and the "positive" business fashion men's brand.

In 2008, the women's clothing brand "Yin Mo", which was located at the core age of 28~35, was opened up, and opened the operation strategy of the company's multi brand operation.

As the second largest brand of women's clothing, Yin Mo has more high-end market positioning and price range than "nine posture". At present, there are 81 retail stores in China.

After that, the "35~45" is the core of the age of the "positive" men's clothing cut between the international first-line brand and the domestic popular brands between the high-end market, the brand is currently in the breeding period.

However, although the sales revenue of "Yin Mo" and "an Zheng" brand has increased by a certain margin, the two brand performance of group buying is not satisfactory.

In the second half of 2014, in the second half of the year, under the guidance of multi brand development strategy, the company acquired two fashion brands, namely, "mosaic" and "Fei Na Chen" in the field of Chinese women's clothing, and the income contribution was relatively small.

Relevant data show that in 2015, Shanghai lost 9 million 520 thousand yuan in net profit. In the first half of last year, although it made a profit of 1 million 250 thousand yuan, it was worse in the first half of the year. In 2015, it lost 14 million 430 thousand yuan and continued to lose 1 million 940 thousand yuan in the first half of last year.

On the spot reporter's question and answer, Zheng Anzheng is already aware of the direction of the future purchase. He said, "the prospect of sports and fashion is huge," and said that after the listing, it will expand according to the existing 5 brands, or will focus on fashionable sports or fashionable leisure products.

And for the recent trend of domestic apparel industry keen to acquire foreign brands, he said that he would not necessarily focus on foreign brands or buy or acquire brands that had advantages in domestic channels.

Set up an independent e-commerce brand

Compared with other high-end women's clothing such as long Zi, Xin he and Song Li Si, the store of ANN Zheng can be the largest number of them.

By the end of 2016 6, the number of terminal stores of 5 brands was 897, of which 610 were direct stores and 610 287 stores, covering the key business areas of the main cities in 31 provinces, autonomous regions and municipalities directly under the central government.

For channel, the company constantly adjusts according to the flat effect, and carries out structural optimization.

From 2013 to the first half of 2016, the number of new outlets was 69, 89, 87 and 35 respectively. The number of closed outlets was 27, 41, 54 and 18 respectively.

According to the prospectus, its direct mode will mainly cover the northeast, East China and Southern China regional and high level market, take the high-end market priority, the strategic market priority and the layout principle of a city's channel mode.

There are separate strategies for different brands.

The company's "nine posture" and "Yin Mo" two women's clothing brands will be strengthened to infiltrate the two or three line cities and the Southern China area, further fill the market blank; "an Zheng".

Adhere to the positioning of the development of the high level market, pay attention to detailed and strict rules and process of opening shop; two emerging brands, the first time to consolidate the first and second tier cities, will gradually sink the sales channels.

In the online sector, its share is on the rise. Prospectus shows that from 2013 to 2016 1~6, the proportion of network sales accounted for 2.81%, 4.31%, 9.14% and 11.92% respectively, showing an overall upward trend.

In 2010, nine posture officially entered Tmall to open flagship store, the online sales exceeded 16 million yuan in the following year, and sharply increased to 36 million yuan in 2012.

During this period, the brand went through the development process from "sales inventory" to "developing new samples with inventory fabric" and then to "developing products for the network market".

However, Zheng Anzheng said that the proportion of online performance in the overall sales will be controlled at 30%, and the company is still selling offline. Besides being able to achieve the five quarter sales promotion, online will also serve as an important marketing platform.

With the development of O2O's business model and the younger online population, the company launches an independent brand for online channels, attracting consumers by cost performance, or offering simultaneous online and offline products.

At the same time, Zheng Anzheng also revealed that this year's men's clothing brand will be fully channel products will be opened, and online and offline goods synchronization.

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