What Are The Common Purposes Behind Garment Companies' Frequent Changes In Recruitment And Investment Projects?

Recently, some clothing and textile listed companies frequently issued announcements of changes in the recruitment and investment projects, and intend to spend money on new projects or fields.

Behind these seemingly different actions, we can also see some common "focus" of clothing enterprises' capital investment.

Mu Gao Di changed the recruitment investment project, and intends to raise the whole channel marketing network.

In December 28, 2018, Mu Gao Di announced that it planned to change the "one stop" marketing channel construction project of Mu Gu Di, the O2O management system and the information construction project of Mu Gu Di to the new construction project of the whole channel marketing network of the Mu Gu Di, with the total investment amounting to 164 million yuan. The project is implemented by the wholly owned subsidiary of Zhejiang, the company of Mu Jiao Di outdoor products Co., Ltd.

Regarding the reasons for the change, the company said that in recent years, due to the continuous decline of the physical retail industry in the outdoor sports industry, the industry growth slowed down, profits fell, and competition intensified. The company "one-stop" marketing channel construction project had difficulties in location selection of physical stores, rental (purchase) cost, human cost and other operating costs, which had made it difficult to achieve project expectations.

If the original plan is to raise funds for project construction, there will be greater uncertainty in the return on investment of the project, which may reduce the profitability of the company.

As for the O2O management system and information construction projects, some hardware and software have better upgrading or replacement products. For example, it will be difficult to achieve the best results if the project is invested by the original plan.

The new project plans to build the whole channel marketing network of the company, including 62 new brand stores, 300 franchisees, no more than 2 experience store construction, the upgrading of the old store, the theme flash store and the construction of online channels. The construction site is a hot business circle in the domestic cities and the mainstream e-commerce platform at home and abroad. The construction period is 3 years.

In recent years, with the development of outdoor sports in China, all kinds of outdoor sports such as mountaineering, hiking, running, ice and snow sports, self driving camping, riding and other outdoor sports have been in full swing. The demand for outdoor fashion and personalization is increasing, and the outdoor demand for high-end and fashion oriented sub sectors is also increasing. The new project can meet the new needs of outdoor consumers.

The announcement shows that as of September 30, 2018, there were 347 stores in the country with a total number of offline stores, of which 21 were self operated shops, and the total number of shops was 326.

Earnings showed that the company's revenue in the first three quarters was 460 million yuan, an increase of 9.85% over the same period last year, and the net profit attributable to shareholders of listed companies was 42 million 545 thousand and 400 yuan, down 17.96% from the same period last year.

Sanfo outdoor change recruitment project, to increase the number of parent-child outdoor Parks

In December 27, 2018, Sanfo announced that the company planned to change its marketing network construction project into "cash acquisition of part of equity interest in Shanghai Culture Development Co., Ltd. and increase capital holding project", and intends to permanently replenish the working capital of the first remaining fund raised by 46 million 730 thousand and 900 yuan.

The announcement indicates that the company's marketing network construction project will invest about 157 million yuan to build a total of 29 stores, all of which are direct stores.

The company said that with the growth of the industry slowed down, the construction and operation cost of the store increased, and the first capital raising marketing network construction project opened a total of 11 stores, and the accumulated income did not meet the project expectation.

The company believes that the sports, entertainment and educational experience of parent-child and adolescent in the natural environment is a huge demand market. After investing in holding Shanghai music, the company will invest more resources in capital, project content and innovation, business model optimization, customer data system establishment and outdoor sports products research and development for children and children, so as to enhance the IP level of the squirrel tribe family outdoor adventure project and build a national chain store.

Information shows that Shanghai is a family outdoor outdoor park operation management, planning and design, brand output as the main industry, based on parent-child group outdoor travel demand extended outdoor products sales, outdoor education services and other businesses as support, to build a set of "ecological, entertainment, education, parent-child" and other concepts of outdoor Park operation management company.

At present, Shanghai has learned to invest, build and operate two sides in Chengdu and Wuhan, covering 300 mu and 500 mu with the original squirrel image as the core IP of the squirrel tribe parent-child outdoor paradise, and providing outdoor play and educational experience service for 3-12 year old parent-child group.

After this investment, Sanfo outdoor will become Shanghai's largest shareholder.

The company said the investment is the company's "product retail - event activities - camp experience" business model initiatives.

The company's capital increase will be invested in the construction of the new parent-child outdoor park project. It is expected to open 6 self family outdoor parks in the whole country in 2021.

The results showed that the company achieved operating income of 288 million yuan in the first three quarters of 2018, an increase of 19.32% over the same period last year. The net profit attributable to shareholders of listed companies was 2 million 55 thousand and 700 yuan, an increase of 128.58% over the same period last year.

In order to increase the investment flow, we will build up a marketing network.

In December 14, 2018, the group announced that the company plans to raise 17 million 196 thousand yuan in the initial public offering fund raising investment project "design exhibition center construction project" for the "marketing network construction project".

The company said the move was aimed at better giving full play to the efficiency of raising funds and raising the efficiency of capital use, which is used in the "marketing network construction project", which can be used to meet the funding needs of the project.

The company has changed several times or adjusted its implementation plan.

The announcement shows that the twenty-first meeting of the first board of directors was held in December 12, 2012. It passed the "motion on changing the main body of the implementation of the subscription and investment project", and added Shannan Marie Garments Co., Ltd. as the main body of the marketing network investment project.

The construction period of the construction project of the marketing network was promised for 3 years. The fourth session of the second board of directors, held in April 16, 2014, deliberated and adopted the motion on adjusting the implementation plan of some recruitment and investment projects. The implementation plan was postponed for 3 years, and the new brand of the company's future development was included in the construction of the marketing network. The twenty-sixth session of the second session of the board of directors in March 29, 2018 approved the adoption of the motion to adjust the implementation progress of some of the investment projects. According to the needs of the project implementation, the implementation plan of the project was postponed to December 31, 2018.

The eleventh meeting of the second board of directors held in January 20, 2015, and the first provisional shareholders' meeting held in 2015 in February 6, 2015, examined and approved the proposal to change part of the purpose of raising funds and to increase capital for wholly-owned subsidiary companies. It intends to increase the capital of 350 million yuan by changing the marketing network construction project fund.

According to the financial report, the business income of the first three quarters of 2018 was 21.37% yuan, an increase of 21.37% over the same period last year. The net profit attributable to shareholders of listed companies was 185 million yuan, up 80.58% over the same period last year.

The company expects the net profit of shareholders who belong to the listed company in 2018 to be 206 million to 263 million, up 10% to 40% over the same period. The company said that the reason for the performance prediction is that the company promotes the pan fashion industry interconnected ecosystem strategy with fashionable women's clothing, green baby and medical beauty as the core business segment. The sales scale and business performance of the company's fashion women's clothing and beauty beauty business will be maintained in the 2018 year.

Mercury home textile increases investment and investment projects, and intends to build a straight channel.

At the fourteenth meeting of the third board of directors, the fourteenth session of the board of directors discussed and approved the motion to increase the main body of investment project implementation and the implementation of the project to expand investment funds, and increased the wholly-owned subsidiary of Beijing fashion mercury Textile Co., Ltd., Zhejiang Xing GUI Textile Co., Ltd., Hebei mercury Home Textiles Co., Ltd., Nanjing Xing GUI Home Textile Co., Ltd., Wuxi mercury Home Textiles Co., Ltd., Hefei Moke Home Textile Co., Ltd. and Xiamen mercury Home Textile Co., Ltd. as the main body of the implementation of "online and offline channel integration and direct channel construction", and extended the implementation of the above projects from Shanghai, Beijing, Hangzhou, Nanjing, Hangzhou and post to 6 cities, namely, ",", ",", ",", ",", ",", "and". In December 5, 2018, mercury textile announced that in April 10, 2018, the company

Now, the company plans to further increase the investment scope and intensity of the investment fund, and to increase the implementation body of the wholly owned subsidiary Shaanxi mercury Home Textiles Co., Ltd., Guangdong mercury Home Textile Co., Ltd. (planned to be established), Suzhou mercury Home Textile Co., Ltd. (planned to be established), Sichuan mercury Home Textile Co., Ltd. (to be set up) as the "online and offline channel integration and direct channel construction" project, and the implementation of the above projects will be extended to 14 cities from 9 cities, namely, Shanghai, Beijing, Hangzhou, Nanjing, Shijiazhuang, Wuhan, Xiamen, Wuhan and Wuhan to the 14 cities, namely, ",", ",", ",", ",", ",", ",", ",", ",", ",", "and".

As for the reasons for increasing investment in investment projects, the company said the move is aimed at further expanding sales coverage, increasing market share and profitability, and increasing sales and service capabilities in key sales areas and market blank areas by increasing direct sales areas.

According to the results of the report, the sales income of the first three quarters of the 2018 reached 1 billion 803 million yuan, an increase of 13.62% over the same period last year. The net profit attributable to shareholders of the listed companies was 181 million yuan, up 15.22% over the same period last year.

The Pathfinder should change the recruitment investment project to speed up the development of Discovery Expedition brand.

In September 12, 2018, the Pathfinder announced that the company completed the issuance of non-public offering shares in June 2016, and the net amount actually raised was 1 billion 257 million yuan.

Later, the company terminated the green field outdoor travel O2O project, outdoor appliances vertical electricity supplier project, outdoor safety assurance service platform project three project.

As of August 31, 2018, the total balance of the total funds raised in the three projects was about 566 million yuan, accounting for 45.04% of the total net proceeds.

The company plans to change the recruitment and investment projects. The new project to be changed is named "DISCOVERY EXPEDITION brand marketing network construction project". The project will invest 250 million yuan, and plans to open 236 Direct stores and 300 franchised stores nationwide. The main body of the project is the wholly owned Sun company exploration outdoor Products Co., Ltd.

Pathfinder said that since 2017, the company's development strategy has been adjusted compared with the previous year, and the focus of the company's business is returning to the outdoor products industry, focusing on the development of outdoor multi brand businesses.

Discovery Expedition brand positioning in the high-end high-end outdoor fashion brands, has nearly 5 years of development in China, based on the domestic outdoor products market in the future to gradually recover and the next round of growth is about to open and consumer preferences gradually subdivided expectations, the company plans to increase investment in resources and other resources to promote the development of Discovery Expedition brand.

Discovery Expedition brand in the domestic sales mode, the first few years to online e-commerce sales, as of June 2018 30, a total of 171 Discovery Expedition brand retail outlets, offline shop construction scale is relatively small.

The company intends to build 236 new direct shops, will be in Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Tianjin, Qingdao and other seven key cities and Anhui, Fujian, Gansu, Guizhou, Gansu, Fujian, and so on, eight provinces / autonomous regions of the direct operation area, the 300 stores to be set up will cover the national one or two, three line to join the city.

In the first three quarters of 2018, the Pathfinder achieved a business income of 1 billion 242 million yuan, down 36.48% from the same period last year. The net profit attributable to shareholders of listed companies was 25 million 301 thousand and 600 yuan, down 68.85% from the same period last year.

Hua Shang observation: a common focus of garment enterprises in adjusting and changing the investment projects is "channel construction".

The change of the above inventory changes the clothing and textile enterprises listed in the recruitment project, which involves different sectors such as outdoors, women's clothing, home textiles, etc. the specific direction or scope of the change or adjustment varies from enterprise to enterprise.

Take three outdoor listed companies to build a company's all channel marketing network. Sanfo outdoor intends to increase the number of IP outdoor outdoor parks. The Pathfinder says it will return to its main business and accelerate the development of Discovery Expedition brand.

However, through these specific projects, we can see that these enterprises focus on the "channel construction", or expand the channel size, or adjust the channel mode.

A new brand self shop and franchised store, including building experience stores, upgrading old stores, and theme flash shops, is being planned by Sanfo. Although the Sanfo outdoor is reducing the scale of expansion, the paternity Park of its investment is still planning to open chain stores nationwide. The group plans to spend more money on channel construction projects, while Mercury home textile is planning to increase the intensity of direct channel construction, while Sanfo outdoor intends to accelerate the development of high and medium terminal brands, and it is also planning to expand the scale of Discovery Expedition brand under the offline channel and open more outlets.

On the other hand, from the perspective of capital market, it seems more and more common for listed companies to adjust and raise investment projects. The impact of such channels on the future development of the company depends largely on whether the adjusted projects can adapt to the changes in the market environment, whether they can meet the development trend of the industry, fit the company's development strategy, and enhance the competitiveness of the main business of the company.

In view of the above garment enterprises' actions to change the recruitment and investment projects, if we can effectively improve the quality of enterprises' channels and form a new business growth point, we can call it an effective investment action to "spend money on the knife edge".