Del Hui Falls, Debt Exceeds 600 Million, What Kind Of Thinking Has It Caused?

At the end of 2017, Jay Chou was more than 600 million years old because of his brand name. The company had already shut down, and the founder had already passed away.

To some extent, the history of the development of Jinjiang's department is the epitome of the 30 years of the rise and fall of the brand.

Del Hui is one of the first batch of hundreds of sports brands in the "shoes capital of China" in Jinjiang, which has been pformed into a brand from foreign trade shoes and garment processing plants, a painful game in fashion and sports, famous for its popularity as a celebrity endorsement, but also suffered from the pain of high inventory after the aggressive expansion and the great injury after the failure of the listing.

After years of fighting, Anta and XTEP brands in Jinjiang became leaders, and online positions such as Tmall and other online positions were good.

The years have surged, and this is a history that will not be forgotten.

How did he get rid of aura by history?

Grab Jay Chou from Anta

The Del Hui headquarters building in Jinjiang's Chen Dai town is also the birthplace of sports brands such as Anta, XTEP, 361 degree and Hyde dragon.

However, in the middle of 2018, when the lazy bear sports went to del Hui, it showed a depression.

In 1987, Ding Mingliang, the founder of the four year old shoe factory, was pformed into a brand called "del Hui".

But by the end of the 90s, when Anta took the lead in winning the title of Kong Linghui, the world champion of men's table tennis, Jinjiang's sporting goods bosses realized the importance of building their own brands.

In 2000, Wang Nan, the world champion of women's table tennis, became the spokesperson of the gold lake. Del Hui invited Taiwan star Nicky Wu, and expanded the advertising position from the sports channel to Hunan satellite TV, setting up the image of leisure sports.

Almost at the same time, XTEP also signed Nicholas Tse as spokesperson and became a shareholder after a few years.

Both del Hui and XTEP have made big profits for entertainment stars. They have quickly established visibility among consumers and opened channels.

After Nicky Wu, del Hui, who has more confidence in his products, has taken a fancy to Jay Chou, a Hong Kong and Taiwan star, and has become the first company in the mainland to engage him in endorsement.

Since then, Jay Chou has opened the way of endorsement for more than ten years from 2003 to 2014, and "on myway" has also become the collective memory of the post-80s generation.

During this period, del Hui achieved rapid growth, and the sales volume reached 600 million yuan in 2004.

Driven by Jay Chou, he has more than 4000 stores in the country, with an annual order of 3 billion 500 million yuan.

After 2004, Lining, Anta, XTEP, 31st degree and other local sports brands were listed. Del Hui spent 8 years in Hong Kong stock and A share market seeking listing, but always lost some luck.

What is even more alarming is that the two time the stock market was eventually cut off by del Hui.

In 2007, Anta became the first brand of the Jinjiang department brand, and del Hui launched the listing plan in the same year.

Ding Mingliang was originally ready to list in Hongkong, but encountered the first bumpy bump on the way: the Fuzhou golden Mammon Inc, a financial collation for del Hui, was controlled by the police because it was not registered for industrial and commercial registration.

Del Hui, who had no knowledge of it, was forced into the storm and had to rush to Hongkong to terminate the IPO process.

In 2011, the second round of listing was launched just now from the failure of the listed company, and this time it went to A shares.

But it was also in June of this year that Del Hui suffered a major blow again. The founder Ding Mingliang died due to illness. Thus, the third brother Ding Minglu, who was responsible for the product, took over.

In the early July 2014, del Hui was put on the termination review list by the SFC, thus ending the two years of listing and stopping the domestic capital market.

Apart from the time and money spent, the failure to do so for a long time has not only damaged its strength, but also reduced the confidence of the outside world in its brand.

After 2007, when the rapid expansion of the horse racing enclosure, del Hui did not get timely help from the capital market and opened a shop in large quantities, but faced with the collective loss of agents. In 2015, he did not escape the collectives and closures of clothing brands, and the inventory was high.

Without celebrity endorsement, brand center, and unable to fight in the capital market, del Hui has been living in the shadow of other Jinjiang brands in recent two years.

Or it is del Hui's own choice of such a low-key way of life.

Up to now, its official website, micro-blog and other voice channels are still in normal operation, but hundreds of yuan up and down, and even have a large number of imitation traces of the style of the eye.

Del Hui Tmall flagship store has 317 thousand fans, while Anta, XTEP, and 360 degrees Tmall flagship fans are up to 6 million 920 thousand, 4 million 700 thousand and 3 million 310 thousand respectively.

List of clothing brands killed

Del Hui is far from the only Jinjiang clothing Brand Company who is deeply involved in the death crisis.

In January 2014, after the two sprint A shares IPO failed, the main men's casual fashion Jinjiang business enterprise (01353, HK) finally went public in Hongkong, becoming the first new year for the motherboard.

But surprisingly, however, after 7 months later, the stock price began to plunge, and then the official website of micro-blog announced that the chairman Ding Hui lost contact.

The outside world even reported that he absconded with debts owing to his huge debts.

In fact, when the application for A share listing was submitted to the SFC in 2011, he was not approved for the reasons of limited product sales area, brand promotion fee and R & D expenses of Listed Companies in the same industry and sales mode.

In the three year suspension of the loan, however, he has been changed several times, but he is still in a state of ups and falls.

In October 30, 2009, the sport brand, Anta, launched its backdoor listing on Nasdaq, which was once more than Anta. Its stock price reached the highest level of $13.69, becoming the first sports consumer brand to visit the US capital market.

But in three years, the success of the pformation was not successful, and its performance began to slide.

In April 16, 2014, Xi Delun convened a special shareholders' meeting through the privatization agreement, the company delisted.

Beadle Hui is even more unfortunate. Looking for the Internet, except for a few negative news and wholesale information, the sport brand founded in 1992 has even withdrawn from the stage of history.

In May 9, 2017, the Jinjiang people's court ruled that the termination of the reorganization process of the company was declared bankrupt.

In addition, since 2013, rumor's sneakers have fallen into bankruptcy. Rumours, such as Suo Li, alligator, redrui, and so on, have been breaking news and breaking news.

Faced with the market changes, they did not make timely response measures, so they could only be eliminated by the market.