Collective Listing, Scrambling To Rename, And Brand Crossover In The First Half Of 2017

June is about to end, and 2017 is more than half.

In the past six months,

Changing rapidly, facing the severe test of the depressed market, the form is still not optimistic.

Revenue plummeted, acquisitions and bankruptcies, personnel changes... But there are also some garment enterprises that are brave enough to break through themselves, actively pform, and accept market challenges.

The road of women's wear brand listing

January 9th, Ningbo

Fashion apparel Limited by Share Ltd was listed on the Shanghai stock exchange, becoming the first fashion apparel company to enter the A stock market in 2017.

According to statistics, since the first quarter of this year, a total of three women's clothing enterprises have landed on A shares. They are Taiping bird, Japanese fashion and security shares. La Natsu Bell also announced recently that the issuance of A shares was approved by the China Securities Regulatory Commission's issuance examination committee, while Mass Phil, Xin he shares and di Su fashion were also actively preparing for listing, and submitted IPO applications to the SFC.

However, the listing of clothing brands is not smooth.

In 2011, the listing process was officially launched, and the IPO of Taiping bird went on for nearly six years.

During the two share reform, three years of standardized period, queuing for nearly three years, Hong Kong listed in the past three years, La Natsu Bell still shares A shares, and in 2012, 2015, 2017 three times sprint A shares IPO.

Recently, Taiping bird handed in its first annual financial report card after being listed.

According to the annual report, the operating income of Taiping bird in 2016 was 6 billion 320 million yuan, an increase of 7.06% over the same period last year. Net profit attributable to shareholders was 427 million, down 20.22% from the same period last year, the first decline in three years.

Coincidentally, in the first place in the country, the designer brand Jiangnan cloth was listed in Hongkong and almost fell below the issue price in January.

Comment: for

Listing is a starting point and platform. Borrowing the power of the capital market can expand the influence and tension of the brand, rather than a strategy of brand self-protection. Because of the cold capital and the cold industry, some brands need to change their thinking and make a good layout of pformation so as to avoid the falling of share price and the evaporation of market value.

Behind the name change of enterprises

Renamed the listed company is a common phenomenon in the A share market in China.

In March 25th, the Limited by Share Ltd announced that the company name was changed from "Zhejiang Zhejiang wedding bird dress Limited by Share Ltd" to "bird of welcome bird".

Like the good news birds, Shandong Ruyi also announced that its name changed from June 12th to Shandong Ruyi woolen clothing group Limited by Share Ltd, and the securities were changed to Ruyi group for short.

After this change, Ruyi group was pformed from wool textile Limited by Share Ltd to wool textile group.

The inclusion of clothing business means that the whole industrial chain of Ruyi group's wool garment has already formed.

The red collar group also joined the renamed team.

In order to change the impression of traditional clothing brand and complete the pformation and upgrading of enterprises, he established the red collar of 22 years and officially changed it to cool.

Comment: in recent years, the market of shoes and clothing has been in a sluggish fashion, and foreign brands have intensified competition, making the pressure of local brands increasing dramatically, eager to pform and find a breakthrough.

In the industry, brand is value, and Rename is only a small first step on the road of pformation and upgrading, and it is not just the name to change.

Fashion brand crossover

For the clothing industry, cross border trial is not new.

In the evening of April 11th, the local business casual men's clothing brand enterprise announced that the company intends to participate in the establishment of Hangzhou Mu Hua equity investment fund partnership (limited partnership), investing in cultural education and its derivative industries and emerging industries.

He said that the company's foreign investment will make use of the resources and investment advantages of Mu Hua Education in the field of culture and education, so as to realize the investment layout of the company in the cultural industry, and realize the development strategy of the company to create an elite Lifestyle industry group, which is in line with the interests of all shareholders and the company strategy.

As a traditional clothing company, La Natsu Bell tried to diversify through cross-border activities.

In the first half of this year, La Natsu Bell crossed the border to invest in Italy coffee shop TNPI, female garment rental business platform, "multi garment dream", and Internet glasses brand.

Commented: with the penetration and integration of industries, we are in a time of vague boundaries, and it is difficult to clearly define the "attributes" of an enterprise or brand.

Cross boundary as a brand management strategy, from the internal motivation, stems from the natural expansion impulse; from the external perspective, the diversified demand of consumption gives enterprises the possibility of providing diversified products.

A cross border trial with great topic is self rescue or marketing gimmick. Time will tell us the answer.

I believe that only by jumping out of the brand to see the brand, jumping out of the industry to see the industry, can we go beyond thinking and achieve win-win results.

Rapid promotion of heavy gold acquisitions

However, in the current situation of low growth in garment industry and net profit, mergers and acquisitions seem to be the most common way for enterprises to save the world.

In 2017, shortly after the start of the year, new progress was made in her acquisition.

In January 18th, Vigna S announced the progress announcement on the major asset reorganization of its acquisition of Teenie Weenie. It showed that through the way of increasing capital, the company will realize the acquisition of Teenie Weenie brand and the related assets and business of the brand in Hongkong.

Since its listing, the company has not stopped the pace of mergers and acquisitions, and has acquired Laur, l, EdHardy and other brands.

In March 8th, Shenzhen jerus apparel Limited by Share Ltd released a report on major asset purchase and related pactions. It intends to buy a 16% stake in Qianhai's Shanglin by paying 79 million yuan in cash.

After the completion of this paction, he will hold 65% stake in Shanglin, Qianhai, and gain the controlling power of Shanglin in Qianhai.

Semir clothing has gradually won the Chinese agency of Sarabanda and Minbanda of Italy's famous children's clothing brand. After that, it invested 102 million yuan to acquire 70% stake in Yu Han Shanghai and 17.67% stake in the Korean listed ISE company, trying to get through the international fashion brand resources and e-commerce channels.

Comment: today, there are still many acquisitions in the clothing industry. They are still beautiful scenery in the tide of mergers and acquisitions.

For most domestic clothing brands, the biggest purpose of takeover may be to skip the pre brand training period and directly and rapidly advance in the domestic market.

But the acquisition still needs to be carefully promoted. After all, continuous operation can truly reflect the brand value.

"Two generation" succession

In November last year, Zhou Chengjian, the founder of the American bond fashion company, resigned from the chairmanship and was taken over by the 30 year old daughter Hu Jiajia. Another two generation took over the clothing brand of her father's heart and soul.

February 8th, Chinese men's wear brand

The parent company, Hai Lan group, announced that Zhou Lichen, the son of Zhou Jianping, the chairman of the group, was president of Hai Lan group. Zhou Jianping was still chairman of the group.

After entering the Hai Lan group, Zhou Lichen gradually led Hai Lan's home to the younger consumer groups.

Commented: in the industry view, the "new and old alternation" is inevitable.

The "two generation" has advantages and disadvantages after the market. "Creating two generation" generally has a better educational background and an international perspective. However, because the operation of enterprises will be influenced by many factors and pay more attention to practical operations, so whether they can be independent and have to pass the test of market and time.

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