Do You Want To Take The Old Road Of BELLE On Saturday?

Gianna Jun, a sassy girl, has not been able to sustain herself for a long time.

For 3 consecutive years, the pformation has been spinning around.

To create fashion, IP road resistance and long

These two days, national husband Song Joong Ki and the old goddess Song Hye Kyo's marriage news exploded the circle of friends.

This is due to the CP of the drama, and the capture of countless young girls.

On the Korean dramas actress in the creation of IP holy hand, Qiao Mei count one, and the other is the number of Gianna Jun.

That year, "My Sassy Girl", the neutral character, the unexpected plot, still let many people remember vividly.

To get back to the point, what I want to talk about today is not Korean dramas, but a family that has been endorsed by the whole goddess.

Listed companies on Saturday.

According to the world clothing and shoe net, a public offering plan was announced on the evening of July 4th. It plans to issue no more than 79 million 784 thousand and 400 shares and raise no more than 834 million yuan, respectively, in the fashion media incubator project in.

IP new stores and supply chain construction projects invested 120 million yuan and 714 million yuan.

Among them, the fashion media incubator will build a 6000 square meter Incubation Park in Beijing. It will provide office space and media incubator for media innovative enterprises and individuals, use big data technology to accurately analyze the preferences of target customers and catch up with fashion trends.

However, these 120 million yuan projects do not directly generate economic benefits after they are built, but help companies build "media and social platforms" and "FIP incubator platform", forming a "bridge" for original IP content to final consumption realisation.

In the past two years, the operation concept of "IP" is common in many industries, and on Saturday it can not be avoided.

Since 2016, the company has put forward a new strategic development goal of building a fashionable IP ecosystem.

This fund-raising project is a further extension of the investment operation route.

On Saturday, January 7, 2017, it announced that it would spend 393 million yuan on the acquisition of 83% stake in Beijing fashion Fast Information Technology Co., Ltd. (hereinafter referred to as "fashion front") and 80% stake in Beijing Shixin Technology Co., Ltd. (hereinafter referred to as "Beijing Xin Xin").

The main business of fashion front is to operate Onlylady women's ambition Internet advertising platform. Beijing Shixin main business is to operate Kimiss girlfriends Internet advertising platform.

The announcement shows that as of September 30, 2016, the total assets of the fashion front were 96 million 184 thousand and 800 yuan, and the total assets of Beijing Xin Xin were 32 million 521 thousand and 300 yuan.

However, the overall consideration of the acquisition to two companies 100% shares is as high as 368 million yuan and 110 million yuan, and the premium rate is very high.

How valuable is it to buy two companies' controlling rights at a high price?

"Onlylady women's ambition and Kimiss girlfriends net as a vertical website for women can be said to have some popularity. But there are so many people in this field at present. If they want to succeed in draining, they will eventually become the help to build a fashionable IP ecosystem on Saturday, and there is still a long way to go."

A long-term concern about the fashion industry investors told Fu Kai finance, the current mobile phone terminal on the PC side of the diversion role is obvious, the two websites acquired on Saturday are in the pformation stage.

In the field of women's fashion social networking sites, the well-known mogujie.com and beauty have been merged, and the news of Jingdong's acquisition will be heard in the near future, and the future competition pattern can be imagined.

For four consecutive years

In 1993, 30 year old Zhang Zemin and his wife Liang Huaiyu founded the footwear industry on Saturday, mainly engaged in footwear, clothing sales, leather products and after-sales services, etc., so far 24 years, called "Zhang Lao shoes."

In September 3, 2009, Foshan footwear Limited by Share Ltd listed on the Shenzhen stock exchange in September 3, 2009 to become the first leg of A shares.

Chairman Zhang Zemin and his wife Liang Huaiyu held an indirect 59.87% stake in Saturday. According to the issue price of 18 yuan, the wealth of Zhang Zemin and his wife amounted to 2 billion 300 million yuan.

In recent years, by the impact of the electricity supplier industry, the full setback of the real business has become an indisputable fact.

The problem of serious homogenization and high inventory in shoe and clothing industry has become common. Almost all enterprises in the industry face the pformation dilemma after the decline of performance. Saturday is no exception.

Fu Kai Jun's annual report found that the decline was evident in early 2013 as early as 2013.

Net profit in 2013 was 33 million 230 thousand yuan, down 40% from 55 million 300 thousand yuan in 2012, and further dropped to 18 million 100 thousand yuan and 18 million 850 thousand yuan in 2015 and 2016 respectively.

As for the reasons for the decline in performance, on Saturday, the main channel department stores continued to face the difficulties of falling passenger flows and changing the structure of the customers. In addition, the number of private stores and distribution stores in 2016 decreased, which led to a decline in operating income and reduced the profitability of the company.

Because of the deep understanding of the shoe industry's overall slump, in recent years, it has been in a strategic adjustment period on Saturday.

In 2015, the company proposed to build "her fashion ecosystem" around female consumers, and set up two acquisition funds to promote industrial layout in women's clothing, bags, fashion accessories and other categories.

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In 2016, after adjusting the strategy to "create a fashionable IP ecosystem", the company name will be changed from "Foshan Saturday shoe Limited by Share Ltd" to "Saturday Limited by Share Ltd" on Saturday, in order to weaken the industrial positioning and seek the foundation of diversified development.

In addition, the fashion industry acquisition fund set up on Saturday, June 2016, will invest 5 million yuan to participate in the Guangdong Nanhai Eagle Vision Technology Co., Ltd., holding 15% of its equity interest, and began to set foot in the research and development, production and sales of FPV glasses, as well as VR content research and development business.

In July of the same year, on Saturday, it also founded the Guangzhou Beijing investment fund management partnership with the Cci Capital Ltd and Xinyu Chuang Jia investment management partnership, with a total scale of 500 million yuan, mainly engaged in social media integration services and brand IP incubation.

In July 1, 2017, the announcement on Saturday amended the company's business scope, which included sporting goods, stationery, jewelry, hardware, ceramics, non-alcoholic beverages, Internet retail, catering and so on. It seems to be preparing for a major pformation.

However, despite a lot of layout, Saturday's performance in the pformation dilemma is not obvious, and even the inventory problem has not been solved.

In the annual report on Saturday, it was pointed out that in recent years, the inventory of the company is large. If the adverse trend of future trends and economic environment is unfavourable, it may cause the company to continue to increase the provision for the depreciation of inventory.

Follow the wind and gather stores to become lifesaving straws.

Since 2016, the ultimate realization channel of the strategy of building a fashionable IP ecosystem on Saturday is the collection store that it is trying to build.

The scheduled increase plan announced by the company on July 4th evening showed that since the beginning of 2015, the "Saturday MODE" collection store has been explored and nurtured on Saturday, and 45 self owned stores have been opened by the end of 2016.

The new IP supply chain construction project, which has invested 714 million yuan in the fund-raising, will set up 280 fashion IP collection stores across the country, including 30 flagship stores (an average area of 1000 square meters), not only for the sale of the company's own brand (Saturday) products, but also for all fashion IP products such as accessories, bags and other brands.

The so-called collection store is a collection of many brands in the same store. On the one hand, it reduces the rental cost of shops, and on the other hand, provides more choices for consumers.

As early as 2011, BELLE, the shoe giant, had tried to launch map, a shoe brand collection store. The store not only gathered more than ten brands of the group, but also introduced some other brands.

This multi brand collection store has been attracting attention in the early days of the Chinese market because of its seemingly new format, but it failed to save BELLE's performance in the downturn of the industry.

Prior to BELLE International's 2016 earnings warning, it announced the first consecutive 10 consecutive years of profit decline.

According to BELLE international 2016-2017 financial report, as of February 28, 2017, the sales revenue of footwear business decreased by 10%, and sales of sports and clothing business increased by 15.4%.

Total sales revenue increased by 2.2%, and operating profit decreased by 15.4%.

During the period, the company reduced the number of self-employed retail outlets in mainland China by 700.

As for the continued slump in profits, BELLE group blamed it on the continued weakening of footwear business, resulting in impairment of related business goodwill, while other intangible assets were expected to be impaired. Besides, footwear performance weakness, gross profit and operating profit declined year-on-year.

In fact, in recent years, BELLE has reduced the footwear business to 45.5% through restructuring, creating a sports retail brand.

In addition, BELLE also acquired online business through the acquisition of electronic business platform, and did a good job in the vertical field of e-commerce platform.

Now the core idea of Saturday's pformation is still following the BELLE's model. Whether or not we can take a road is still waiting for time to test.

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