Will It Become More Fashionable To Re Organize Major Assets Again?

According to the world clothing shoes and hats net, recently,

The announcement of the progress of major asset reorganization was released again, telling the market that its acquisition of 100% stake in Wellcome fitness (Welsh fitness company) is still under further audit, and that the stock will remain suspended for more than a month from February 11, 2017.

Transformation of sports industry is not effective

"Most of the shoes are from the same town or even the same village."

Some netizens quipped.

Indeed, whether it's a good bird or a big old Anta, it's actually from Jinjiang, Fujian.

It has experienced family workshops, OEM, licensing campaigns and eventually entered the capital market one after another.

But unlike Anta, who has been singing all the way, the company has been struggling since its listing in 2014.

The net profit of the company was 312 million yuan, down 26% from the same period last year.

By 2016, the situation was even more severe. Net profit in the first three quarters was less than 200 million, down 13% from the same period last year.

In the first half of 2016, the number of retail outlets was reduced by about 152.

Worse and worse, the birds have opened a series of pformation paths, trying to reverse the decline.

In 2014, the great bird upgraded its strategy from "tradition".

Industry operation "to" Sports "

Transformation of sports industrialization group based on the manufacture of goods and coordinated development of various sports industries.

Subsequently, a series of actions were carried out. 240 million of them were tiger stocks, 383 million acquired shoes stores, 100 million increased capital star technology, and 26 million dollars represented AND1, together with the acquisition of Wellcome fitness.

But in fact, these actions do not bring good benefits to the company, but increase the asset liability rate.

Data show that since the three quarter of 2015 to the three quarter of 2016, the company's asset liability ratio has increased by about 15 percentage points, reaching 61.6%, which is at a higher level in the industry.

The combination of high prices and high prices is meant to raise the price.

According to the guidance issued by the general office of the State Council on accelerating the development of fitness and leisure industry in 2016, the total scale of China's fitness and leisure industry will reach 3 trillion yuan by 2025.

This is also a reassurance for the purchase of "Welsh" by the expensive bird.

But on the face of it, it seems that behind the wise move is yet to be tested by the market.

The newly acquired Wellcome fitness brand image is significantly higher than that of the "noble bird". It has always been the commercial center of the first tier cities, and is one of the most influential commercial gym brands in China.

By the end of 2016, Welsh had more than 115 professional fitness clubs nationwide.

The audience is also a relatively high-end white-collar workers and a considerable number of young people. At present, the number of members is over 800 thousand.

Sportswear equipment partners are also known as Under Armour and Adidas.

While the "noble bird" mainly layout the domestic two or three line cities, the retail terminal accounts for more than 90%, and also faces the general public consumer.

Customer unit price is significantly lower than Nike, ADI and other international brands.

Some people in the industry have speculated that Guai bird is trying to make use of Welsh's brand image to penetrate into more advanced consumer groups and markets and enhance their brand image through the acquisition.

On the one hand, they can use Welsh to brush their sense of existence; on the other hand, the noble birds can also launch a series of products specially designed for fitness, and put them in the Welsh channel to attract frequent customers in the gym to buy.

However, as a group of customers who consume Nike, ADI and UA at the usual time, they will choose to purchase because of the products of all the birds in the gym.

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