How Does IPO Go Forward?

According to the world clothing shoes and hats net, the baby industry has always been a sunrise industry.

With the opening of the second child policy, the advent of the baby boom, the increase in the number of mothers after 80 and 90, and the rise in domestic consumption level, the baby market is ushering in explosive growth.

As a representative of the pregnancy and baby industry, the mother of October has not disappeared.

In October May 25th, October Mommy disclosed the prospectus IPO on the official website of the securities and Futures Commission.

According to the world clothing shoes and hats net, this is October October after a year after the breast market sprint again, a time on the voice of all the voices of October Mommy, net profit below IPO warning line, sampling failed to reach the standard, the expansion of channels and so on one after another exposure, causing the outside world to IPO whether the success of the concern.

Today we will see how this company has gone through.

Formerly happy industry, starting from maternity dress.

Formerly known as the hi industry, which was established in 2009, its main source of income was maternity dress represented by radiation protection clothing.

War.

There are three brands of "October mummy", "happy" and "P.B." in October.

"Happy", the brand personality of young pregnant mother is separated from the "hot mommy" of "October mammy". In September 2011, the Italy pregnant brand Pietro Brunelli occupied the top high-end market in the maternity field. In addition, October 10 also launched the "goddess of skin care" marine goddess series and products including mummy bag, newborn clothing and so on.

It is understood that the main products of October October include maternity clothes, cosmetics for pregnant women, related products and services for pregnant and infant.

With the development, the brand positioning of October momma also evolved from "early becoming a pregnant woman" into "a"

"Spicy mother", focusing on maternity products.

Data show that in October 2016, the revenue of October mom was 340 million yuan, an increase of 25.51% over the same period last year, and net profit of 24 million 25 thousand and 400 yuan, an increase of 92.93% over the same period last year.

From the data point of view, the performance of October mom has improved.

Two channels under the online and offline routes

Most of the two main channels are "offline" and "online".

The offline part adopted the mode of direct sales and supplemental sales; the online part was divided into direct sales mode (including sales through the third party e-commerce platform, such as Taobao, Jingdong, vip.com, etc.), and through self built platform "October mom online mall" sales and affiliate sales mode (online franchising mode).

The following offline sales of October mom are as follows:

From the prospectus, it was learned that in October, 2014, 2015 and 2016, the sales revenue of the third party e-commerce platform reached 137 million 705 thousand and 300 yuan, 134 million 206 thousand yuan and 170 million 477 thousand and 500 yuan, accounting for 50.29%, 49.53% and 50.13% of the total sales revenue respectively, including 121 million 781 thousand and 700 yuan, 119 million 866 thousand and 600 yuan and 158 million 693 thousand and 200 yuan in the direct sales mode.

The problem brought by the simultaneous development of online and offline businesses is that if it fails to balance the marketing efforts and product categories of online and offline channels, the pricing strategy may have adverse effects on the overall sales performance and business prospects of the company.

Celebrity endorsement + advertising effect

In terms of brand promotion, October 8 has always hired Xu Xidi, a Taiwan entertainer, as the spokesperson of brand image. Her image of being frank and fashionable is consistent with the brand positioning of October mommy and is deeply rooted in the hearts of the people.

In October, she took the measures of combining traditional media with new media, combining online and offline, and integrating cross border resources through cross industry cooperation.

But we should pay attention to the growth of brand, not only the promotion of popularity, but also the shaping and strengthening of brand core value.

Faced with challenges, we must have a sense of urgency.

From the perspective of market structure, the concentration of pregnant women's clothing market in October is low.

With fierce competition, the cosmetic market for pregnant women is still in the lead in period. The industry pattern has not really formed, and the competition has become increasingly fierce.

Therefore, October Mommy must always catch the trend from the market in order to deal with it.

From the perspective of competitors, in addition to facing the competition of domestic brands such as Yue you, Yun Yingtong, happy house and Hui Bao, there are also competition from international brands such as Mothercare, DEST, Palmer 's.

Survival of the fittest is a market rule. If it is negligent, it will be overtaken or even eliminated.

From its own business perspective, the October mom's prospectus indicates that over 90% of the main business income of pregnant women is too dependent on the number of pregnant mothers, resulting in fluctuating market demand and fluctuating performance.

The development of the secondary line brand has made little contribution.

Therefore, it is very important for October mommy to balance these businesses in time.

Whether or not October Mommy can cross the IPO ridge is still unknown.

Nowadays, the quality and safety requirements of products are increasing.

Whether it is October mom or other brand enterprises in this regard, the efforts are ongoing, so that we can gain a firm foothold and compete for market share.

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