Robust Medical Impact IPO Muji In The Cotton Era?

Once played the slogan of "changing the world with cotton".

It has made a new step towards its goal. Its parent company's robust medical supplies Limited by Share Ltd (hereinafter referred to as "robust healthcare") has issued a prospectus recently, which is going to be listed on the Shanghai Stock Exchange.

In fact, this is not the first way to launch robust health care. After it was delisted from Nasdaq in 2012, it invested 300 million yuan in Sequoia in 2014.

In March 2016, robust medical care also submitted a prospectus, which is to be re listed on A shares.

In this initial public offering prospectus of robust medical care (hereinafter referred to as the "prospectus"), several figures on the performance of the cotton era are very bright: Sales of products in the cotton era increased from 300 million and 4 million in 2014 to nearly 1 billion 330 million in 2016; in 2016, the sales of electricity suppliers in all channels of the cotton era accounted for more than 60%.

Besides the "quality of a good cotton" by Li Jianquan, the founder of the enterprise, the online and offline marketing strategy is also bringing more opportunities and possibilities for the comprehensive era.

And the "big store mode" dedicated to building a cotton life exchange platform has also made the Muji as a future competitor in the cotton business era.

In the prospectus and the official publicity channel of the cotton era, "medical background" is a key word that has been mentioned repeatedly, and the "medical grade quality control system" followed by it.

The robust health care system in the cotton era was founded in 1991. It started from the OEM export of medical dressing, and then had its own medical brand winner.

According to the prospectus, winner brand products are mainly sold to developing countries such as Asia, and OEM medical dressing products are mainly sold to developed countries and regions such as Europe, Japan and the United States.

In 2005, robust medical technology began to develop "cotton spunlaced nonwoven technology". This technology has become the starting point for media coverage of the company's "pition from healthcare to daily use".

In 2009, robust healthcare created the "cotton era" of the subsidiary company, producing high quality cotton daily necessities, and made use of pure cotton soft towel produced by cotton Spunlaced Nonwovens Technology and pure cotton surface sanitary napkin and so on to become the core product.

At this point, the dual industry layout of "health care + consumption" has been preliminarily completed.

In the field of consumer goods, the four categories of children, women, household and men are divided into cotton products, mainly for high-end users, and the products are priced relatively higher.

In the cotton age Tmall flagship store sells the best two 100 pure cotton napkins, the price is 20 yuan per package, almost two times the price of the ordinary 100 paper towels in the supermarket.

Star product in cotton era -- pure cotton soft towel

Catching up with the upsurge of consumption upgrading, the brand concept of "comfort, health and environmental protection" in the cotton era has touched the hearts of consumers, which will lead to the sales volume and the imagination of gross margin.

The prospectus shows that the sales revenue of cotton products has increased from 340 million 951 thousand and 200 yuan in 2014 to 1 billion 328 million 562 thousand yuan in 2016, and gross margin of cotton products has reached 63.47% in 2016.

In 2014 -2016, the gross profit of each main business was steady, and the "daily consumer goods" refers to the products of cotton era.

Li Jianquan said in an interview with reporters, whether it is to do business, or to make a brand, we must grasp three things:

One is the height of thinking.

What is the purpose of what we do? Our aim is to provide consumers with valuable things. If consumers are not aware of the experience and experience, I think this is not acceptable. The people I invite must not be eager for quick success and instant benefit, and they must not only want to make money.

The two is professionalism.

Our products should be professional, and the way of electric business is to talk about good topics, grasp the selling points of products, and depict the true value of products.

The three is the cultivation of human beings.

We recruit hundreds of college students every year to cultivate good students in the middle, so the middle management is all our own people, not the outside team, not eager for quick success and instant benefit. I think this is probably our characteristic.

Online and offline channel strategy

Unlike many traditional consumer goods brands that focus on offline, the cotton era has been aware of the importance of three-dimensional marketing and has gradually built up a coordinated online and offline channel.

Among them, the online, cotton era has opened flagship stores in Tmall, Jingdong mall and other electronic business platforms, and has opened its own sales platform of the official website of the cotton era. Under the line, the cotton era has opened more than 100 direct chain stores in the large and medium-sized shopping centers of more than 20 key cities in North China, such as Guangzhou and Shenzhen, and the more than 1400 series of sanitary napkins in the Huarun supermarket, such as Carrefour and Huarun.

In the early stage of online sales, cotton era has been in a bad way in 2011. "Within one year, we bought about 20000000 traffic and advertising."

Li Jianquan later concluded that the biggest problem in doing business is actually how we can interact with consumers to create an interactive management so that consumers can buy our products, let consumers appreciate our things, and let a domestic brand move consumers. This is what we are exploring.

After working with Tmall and Taobao, we are constantly learning and communicating, and we have made rapid progress.

Prospectus shows that in 2016, the sales channels of all channels in the cotton era accounted for 63.03%.

Li Jianquan said in an interview earlier that "the online and offline crossover crowd accounts for only 30%, so we think each of them has its own value."

Specifically, online shopping is more convenient, offline stores can provide customers with a good shopping experience.

Therefore, the whole cotton era has chosen to seamlessly link the line and the downstream channel and drain each other.

As a brand playing online and offline, the cotton era is also an old player of 11.

From 18 million 740 thousand in 2013, 66 million 660 thousand in 2014, 126 million in 2015, and 260 million in 2016, every year, double 11 achievements in the cotton era almost doubled.

For the first time in two consecutive years, the cotton age has been the 11 category of maternal and infant products. Last year, double 11 took second of mother and baby category.

A major difficulty in getting through online and offline is how to fight online and offline.

Since 2011, Li Jianquan has insisted on ensuring the consistency of product quality and price in various channels: the price is not the same as that of the electric supply production line and the (non active period) line.

"We calculate these losses every year when we budget.

On the one hand, the promotion of e-commerce is to give back to old customers.

On the other hand, this part of the loss is regarded as the advertising fee of La Xin Ke.

Li Jianquan explained.

The future competitors will be

?

In the prospectus, the market competition for consumer goods is described as "at present, there is no similar enterprise in the market with brand positioning in the cotton era, so the company has no direct competitor."

The so-called no location similar enterprises can be interpreted as no other enterprises and cotton era as the main raw material for cotton, the use of cotton Spunlaced non-woven technology and medical background.

But this does not mean that the cotton era can rest easy.

In the cotton age, there are four main lines of baby, lady, home and men, which means that in every subdivision, the cotton era will encounter competition.

The competitors listed in the prospectus include MUJI products in the clothing and apparel industry, fuanna in the home textile industry, blonde Rabbi, infant beauty industry, Li Ying house, Heng an international, and Heng Heng International in household paper and absorbent sanitary products industry.

It is worth noting that in the prospectus, "in the positioning of the business model, there is a similarity between the brand of the cotton brand and the unlimited extension of the brand under the concept of" Muji "brand.

Will Muji be a future competitor in the cotton era?

In October last year, Ding Liming, director of the business department of the cotton business era, revealed the plan of the store renovation. "The cotton era hopes to create a feeling similar to Muji home life hall, which can better retain users online or offline."

However, the 100th stores opened in Raffles square in Beijing last December were interpreted by many media as the "start shop operation mode".

The store has an area of nearly 700 square meters, covering clothing, daily necessities, nursing supplies and other categories. Consumers can exchange, experience and enjoy services in the store, and truly feel the "cotton life style" that the cotton era wants to convey.

Offline stores in the cotton Era

According to the prospectus information, all offline stores in the cotton era are all direct outlets. "Generally, they are set up in high-end shopping centers, and their stores are exquisitely decorated, their products are arranged neatly, and have a good shopping environment and experience environment".

Combination

The creation of life philosophy is similar to that of Muji that has entered the country.

As for whether robust health care will be listed successfully, how to develop the cotton era after the listing will need to wait for proof.

For more information, please pay attention to the world clothing shoe and hat net information report.