Tien Chong Fashion Intends To Issue 600 Million Yuan Convertible Bonds, Of Which 460 Million Voted To Build An Intelligent Manufacturing Base Project.

Focusing on the development, production, distribution and retail of fashionable women's shoes, Guangzhou Tian Chuang fashion shoe Limited by Share Ltd (hereinafter referred to as "Tian Chuang fashion") announced in the evening of January 11th that the six year A share of the company's total public offering not exceeding RMB 600 million yuan (including 600 million yuan) could be issued as a Switching Company bond. After deducting the issuance cost, it will invest entirely in the construction projects, repurchase shares and supplementary liquidity of the intelligent manufacturing base.

Public information shows that our company is mainly engaged in R & D, production, distribution and retail of fashion consumer products. Since its inception, it has been focusing on the fashion women's shoes market, providing fashionable and comfortable footwear products and services for female consumers, and extending it to other fashion categories on the basis of women's shoes business.

Tian Chong fashion has six brands of women's shoes, including five women's own brands: "KISSCAT", "ZSAZSAZSU", "tigrisso", "KissKitty" and "KASMASE". As well as acting as the "Patricia" brand of Spanish women's shoes, based on the core business of women's shoes, Tian Chong fashion is actively developing fashion lifestyle brands and categories, including the extension of multi scene full class menswear's own brand "catalog", acting as the fashion brand of Italy, OBAG, and participating in the international designer brand UnitedNude (UN).

In addition, in 2017, the company acquired the advantage of the mobile Internet precision marketing service company, the small technology, with the advantage of the small technology in the Internet digital marketing technology, especially the user portrait. On the one hand, it accurately matched the users and expanded the consumer groups. On the other hand, it deeply cultivated the stock users, increased the ratio of repeat purchase and sales conversion, and promoted the growth of the company's business.

In 2016, the operating income of Tian Chong fashion decreased from 1 billion 631 million yuan in 2015 to 1 billion 548 million yuan, a decrease of 5.07%, mainly due to the objective factors such as the slowdown in the overall macroeconomic environment, the rapid development of Internet information technology, and the accelerated adjustment and change of consumption demand and consumption structure brought about by the upgrading of consumption.

In 2017, the business income of Tian Chong fashion increased from 1 billion 547 million 982 thousand and 400 yuan in 2016 to 1 billion 733 million 843 thousand and 600 yuan, the growth rate was 12.01%, mainly due to: (1) the company centered on consumers, enhanced product strength and channel strength around the whole channel retailing, and effectively increased the sales channel revenue, especially the growth of online channel was significant. Online income increased by 55.99%, accounting for 13.66% of the main business income. (2) from December 2017, the technology has been incorporated into the consolidated statement to promote the growth of business income.

According to the insiders, with the rapid development of technology, digital marketing has helped to continuously upgrade the footwear business of Tian Chong fashion.

In the first half of 2018, the technology revenue reached 130 million yuan, and the net profit was 46 million 480 thousand yuan. It continued to maintain the momentum of rapid growth. As the 10 application market agents of applied treasure, pea pods and so on, the distribution volume of Baidu technology day was up to 500 thousand. At the same time, it had access to many mobile advertising platforms such as Baidu to maintain long-term cooperation, and the daily average program advertising showed 200 million times.

With the advantage of the small technology user portrait, we create an accurate matching of users and expand consumer groups. We also strive to increase the rate of repeat purchase and sales conversion, and promote the growth of our business and the upgrading of channels.

According to the financial report, in 2018 1-9, the business income and net profit of Tian Chong fashion increased by 21.89% and 36.63% compared with the same period last year.

Chen Bo, a wealth securities analyst, said that as a quality company in the high-end footwear industry cluster in Guangdong, in recent years, the creation of women's shoes brand matrix, the optimization of industrial chain, and the improvement of quality and efficiency have achieved good results, and the performance is better than that of the industry.

According to the growth rate of the split year, before 2015, the company's revenue and profit growth rate was basically higher than that of the industry. In 2015, the company began to further adjust its business policy, reduce production and sales volume, reduce sales scale, and profit growth is not as fast as that of the industry.

However, due to the effectiveness of measures to improve quality and efficiency, product production and sales rate has been maintained at a relatively high level, coupled with strong cost and cost control. Since 2016, the company's profitability has been improved and its growth has been brightest.

At the same time, in order to adapt to the flexible production demand of small batch, multi batch and multi varieties, in 2017, Tian Chong fashion completed the flexible pformation of the 4 production lines.

After the pformation is completed, the product quality is further improved, the production cycle is further shortened, and the efficiency is improved significantly.

In addition, 1 new flexible customized production lines have been built, which has made flexible manufacturing and single piece flow. At the same time, it has also greatly improved the technology level, and personalized customization and intelligent scale customization mode has been officially opened.

At present, the tigrisso has launched the "exclusive customization" service, which can realize the online customization of 305 SKC of 8 models. The shop assistants use the instrument to scan and upload the 7 foot features of the foot length, the foot width and the arch of the consumer, then recommend the shoe type and the shoe code. Consumers can choose different styles, fabrics and heel height, and can receive shoes after 15 days.

The consumption characteristics of high frequency, randomness, variability and price sensitivity are particularly evident in women's wear such as women's wear and women's shoes.

Since the channel adjustment began in 2012, the company began to further adjust its quality and efficiency in 2015. The growth of product SKU has not been fully turned into performance growth and shortage of best sellers. Measures such as reducing product SKU and adjusting the proportion of large cargo and supplementary orders have increased operational efficiency.

At present, the development of SAPHana has been fully digitalized. At the same time, the company has built a business finance integrated platform built on the core of SAPHana, and a full channel trading platform and commodity operation platform supported by Ali cloud and big data new technologies. It has realized the construction of the business paction system platform for all channel members, commodities, inventory, price and payment.

Compared with other system architectures, SAPHana also has the following advantages: reducing data storage and extracting time, improving system operation efficiency, indirectly improving business processing speed, making it easier for statistical analysis of big data and improving the competitiveness of the industry, and integrating multiple systems to facilitate management to increase customer stickiness.

In Chen Bo's view, with the pace of digitalization driven industrial upgrading, the interior logo or voucher will be opened to more independent designers and cooperative brands in the future. With the flexible pformation of the industrial chain, the realization of customization, and the layout of the industrial industrial Internet, there will be some surprises and surprises in the future.