Di Su Fashion Is To Be Listed On The Shanghai Stock Exchange.

Recently, domestic

The parent company of brand DAZZLE

Limited by Share Ltd is going to be listed on the Shanghai Stock Exchange.

The prospectus shows that no more than 60 million shares will be issued, and the total fund-raising will be about 2 billion 413 million yuan.

The fund-raising funds will be mainly used for marketing network and brand building projects, information system upgrading, R & D center construction and supplementary other working capital related to main business.

If the fund-raising strategy is successful, it will also create financing records for domestic women's clothing in recent years.

In 2014, 2015 and 2016, the operating income of Di Su fashion was 1 billion 774 million yuan, 1 billion 852 million yuan and 1 billion 815 million yuan respectively. The net profit attributable to shareholders of the parent company after deduction of non loss was 446 million yuan, 500 million yuan and 491 million yuan respectively.

Main business

Founded in 2002, it is located in the high-end women's clothing market. It owns three brands including DAZZLE, DIAMOND DAZZLE and dzzit. In 2016, it also launched NA BY DAZZLE with singer Na Ying.

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Among them, di Su fashion opened the first DAZZLE brand store in 2005, locating in high-end brand women's clothing.

DAZZLE is the most important brand in the company. In recent three years, it occupies 60.37% of the company's main business revenue.

In 2014 ~2016, the annual sales revenue of the brand can be maintained above the scale of 1 billion yuan, with an average annual compound growth rate of 0.61%.

According to euro's data, the brand accounts for 1.54% of the high-end women's clothing market.

The DIAMOND DAZZLE brand was launched in 2010 and is located in high-end women's clothing market.

In 2015 and 2016, the company adjusted and contracted the marketing network of the brand, and set up a number of multi brand stores.

In 2011, di Su fashion launched d 'zzit brand, mainly targeting young consumers pursuing fashion, pricing less than DAZZLE main brands.

In 2014 ~2016, the annual compound growth rate of the brand sales reached 8.60%, the proportion of the company's main business income increased from 27.73% in 2014 to 31.90% in 2016, and the annual sales revenue has reached 500 million yuan.

The revenue of the main brands of Di Su fashion

The prospectus shows that the sales scale of DAZZLE and d 'zzit brands has shown a steady growth trend.

In 2014 ~2016, the average selling price of DAZZLE and d 'zzit two brands increased year by year, with an average annual compound growth rate of 7.03% and 3.52% respectively.

While the sales scale of DIAMOND DAZZLE brand declined during the reporting period, but the average selling price was basically stable.

Sales situation of the brand of "Di Su fashion"

Distribution channel

According to the world clothing shoes and hats net, di Su fashion currently mainly adopts direct sales and distribution mode.

As of December 31, 2016, the company had 992 retail outlets nationwide, including 372 retail outlets and 620 retail outlets.

The direct outlets are located in the second tier cities of China, and have installed the company's POS system to track the sales and inventory of all retail outlets.

Distribution outlets are mainly located in the 234 tier cities, as a supplement to direct retail terminal.

Prospectus shows that the company's 992 retail outlets cover the vast majority of provinces, autonomous regions and municipalities directly under the central government, and have opened stores in Macao.

The distribution of the company's marketing outlets is shown below.

During the reporting period, the number and proportion of sub brand retail terminals of the two sales modes of the company are as follows:

According to the world clothing and shoe net, as of December 31, 2016, the number of DAZZLE terminals and distribution terminals reached 206 and 384 respectively, accounting for 55.38% and 61.94% of the total direct sales and distribution terminals of the company. Affected by strategic adjustment, the number of DIAMOND DAZZLE direct distribution and distribution terminals decreased to 27 and 16; the number of D zzit brand direct and terminal terminals reached 139 and 220 respectively, and the proportion of direct sales mode was also rising.

Apart from direct sales and distribution based sales models, the company also sells on Tmall and other electronic business platforms, mainly during the reporting period.

Beginning in the second half of 2014, the company began selling electricity supplier's special products and lines under the electricity supplier channel. At present, the company's contribution to business contribution through the electricity supplier mode is relatively small.

At present, the brand of official micro-blog and WeChat public has been launched, and online promotion of brand merchandise and activities has been launched.

At present, the official micro-blog of the three core brands has hundreds of thousands of fans, and about three articles are published every week.

WeChat platform has also established an interactive or incentive mechanism to stimulate user participation in interaction.

According to the world clothing shoes and hat net, due to the gradual improvement of industry concentration, there are trade barriers in brand building, design and research, channel management, supply chain management, and professional personnel.

In 2016, the gross margin of the sales of Di Su fashion reached 75.17%, which was 67.19% higher than that of the same industry. The main reason was that the fashion processing and distribution of goods were outsourced to third parties.

Photo source: Di Su fashion prospectus

Data show that the number of women's clothing brands in the market has exceeded 2, and women's wear has always been the most important subdivision in the garment industry.

According to the Euromonitor Research Report, from 2011 to 2015, the retail sales of women's clothing market increased from 483 billion 459 million yuan to 643 billion 34 million yuan, and the annual compound growth rate reached 7.39%.

In 2015, the retail sales of women's clothing market accounted for 61.49% of the retail sales of the adult clothing market in China.

Euromonitor predicts that the retail sales of women's clothing market in China will reach 896 billion 3 million yuan in 2020.

Facing the huge market share and fierce market competition, the major garment enterprises in China are also listed on the market.

In January 9th this year, Taiping bird was listed on the Shanghai Stock Exchange. It is the first Chinese clothing brand to enter A shares this year.

In February 14th, the fashion group of nine fashion, Yin Mo and other fashion groups were also listed on the Shanghai Stock Exchange.

In addition, broadcast broadcast parent company fashion day, Mass Phil and other clothing enterprises also submitted prospectus.

Insiders said that China's clothing brand has entered the stage of shuffling. In the face of market competition and the impact of overseas brands, more clothing companies are seeking capitalization, hoping to occupy the commanding heights with the strength of capital and other brands.

More interesting reports, please pay attention to the world clothing shoes and hats net.