Not Every Company Can Get Into IPO To See How They Want To Go Public.

Ye Guofu, with the two labels of "ah Ya" and "famous brand", is the familiar name of the chain retail chain.


In recent days, Ye Guofu's famous product has announced that it has started preparations for IPO, and will be listed in the US or Hong Kong. It expects to raise $1 billion. When the market is in an uproar, we want to get rid of the "new ten yuan store" label, the name of the best product and the the Imperial Palace joint product online small program, which is sought after.


Retail industry insiders said that the upgrading of the "ten yuan store" is an inevitable trend under the upgrading of consumption. How to maintain the user's viscosity through differentiation is the primary challenge for the famous brand. At the same time, if the name of the best quality products to be listed, whether it can maintain the industry status and profitability, remains to be verified.


Claiming that IPO is advancing steadily, or raising about US $1 billion.


Famous brand products are preparing for IPO.


Recently, some media reported that the latest development of the IPO launched by the company started in January 2018, and said it was "or intends to raise $1 billion through IPO, which is listed in Hongkong or the United States". However, then, an insider named "good quality products" said, "in January 2018, the name of" IPO "was launched. Specific matters have not yet been put on the agenda and have not yet been finalized. " In addition, no more information was revealed.


Regarding this, the reporter interviewed the responsible person of the famous brand, who said, "the specific listing place and the amount of fund-raising have not yet been finalized". However, the recent situation of famous and excellent products has attracted the attention of many people.


Reporters inquired the information, in 2013, Ye Guofu imitated the Japanese street common "100 yuan shop", and the Japanese designer three Zhai Shun also set up together the name creates the superior product, three Zhai Shun is also responsible for the design and the Japanese company operation, Ye Guofu as the name creates good product global co founder, is responsible for the supply chain conformity and the Chinese company operation, and the first shop opens in Guangzhou.


Public information shows that at the 2018 brand strategy conference, the first IPO project was launched. Ye Guofu said that the company launched the listing, hoping to increase the company's fund-raising channels through social public offerings, thereby providing capital support for the expansion of its global business.


In the same year, Tencent and Gao Ling capital injected 1 billion yuan of capital into the company, and the first external financing since the company was founded in 2013.


It is reported that Tencent and high leverage capital take a look at the offline channels of famous products. Under the background of many brands such as Muji and other brands occupy most of the market and online electricity suppliers take away most of the traffic volume, the name Chuang quality products, with its unique supply chain and fast opening capacity, has gone through the "ten yuan store" mode in China.


In response, insiders told the blue whale producer that with the increasing number of imitators in the offline channel, the market share of famous and excellent products was further compressed. In order to get new growth, the famous and high quality products try to open up online channels and enter the overseas market, but with little effect, so the expansion of the famous products that are blocked up will have to bow to capital.


In the face of capital, many famous products that are facing many difficulties quickly open the way of IPO, and say that everything is advancing steadily.


Alleged existence of "Shanzhai", cash loans and many other hidden dangers.


As a matter of fact, the "IPO" process has been criticized for its "Shanzhai" since its listing.


According to the data of enterprises, up to now, there are 47 legal proceedings and court notices surrounding famous products, and only legal proceedings involve disputes related to patent rights, infringement of trademark disputes, infringement of invention patents, disputes over sales contracts, and so on. The most famous of them is the trademark dispute between NOME and its home.


In March 2018, Ye Guofu wrote in a circle of friends: "on the first day of the launch of the new brand, 33 people consulted, and 6 signed. Thank the team for their efforts and the trust of their old customers." This friend circle for the new brand to cheer up, was instantly angry by the WeChat public number of NOME home: your hooligan can't stop your death.


NOME home bluntly: "the 10 yuan store mode is dead". There is no doubt that "name creation" has since opened a new journey without products. So he played a unique trick - playing hooliganism.


At that time, NOME related staff told the blue whale producer that Ye Fuguo's "new brand Nome" speech rights protection matters have been handed over to the Ministry of justice's colleagues to follow up.


Reporters simply combed, found that the name of excellent products are often "tort door".


In 2016, cartoonist Bai Guan discovered that his "minimalist zoo" series was sold on the book by the name of the best quality product and was prosecuted for the name of the best quality product. In November 2018, Shen Wenjiao, the founder of furniture brand PIY, published the article entitled "MiniHome" brand, which was copied from PIY's NUDE coat rack.


A retail industry insider told the blue whale producer: "the products that have been repeatedly involved in the infringement have no core competitiveness, and the expansion of the low price and the number of stores is not enough to support future development."


Repeated "infringement door" does not seem to affect its development. The official data of famous and high quality products showed that the revenue of famous products in 2018 exceeded 2 billion 500 million dollars, with an average of 80-100 stores a month.


However, Ye Guofu's ambition is not only limited to the retail sector, but also to the Internet financial industry. Through the name of the Guangdong Sam man Investment Limited (hereinafter referred to as the "Sam man investment") and other enterprises, the layout of P2P, cash loan and collection platform.


According to media reports, the reason why Ye Guofu took a look at the Internet financial field is to facilitate the rapid cracking of famous products and create good products. Through the P2P platform, the company launched loans to its franchisees, so as to realize its own rapid expansion. A cash loan company was set up to distribute high interest loans and obtain high profits. It is also said that the source of repayment of the borrower is the store's business income or mortgage. If the store operation is in question or closed down, the lenders' funds will be directly or directly damaged.


Subsequently, the relevant person in charge of the famous brand, said in reply to the media, whether there was any connection between the equity structure or the business connection, there was no use of any net loan platform to carry out the so-called financing behavior.


But there are still four rumors.


The rise of "new ten yuan store" is becoming more expensive under the upgrading of consumption.


However, the advent of a thing is always the product of a particular era.


"It is unfair to take consumer demand from two markets to see whether consumption is escalated or downgraded." Wang Junzhou, President of Gome retail, said on the theme of "consumption trends: downgrading or upgrading?" Boao Asian sub forum said, "we can not simply compare the consumption level of the two regions, that is, where is the upgrading of consumption, and where is the demotion of consumption. For example, we can not compare the consumption levels of many companies with that of the north, and think that a lot of consumption is downgrading. On the contrary, a lot of growth is the consumption upgrading of its coverage groups, which is the upgrading of consumption in the four or five line market.


This sentence also applies to famous brand products, but he is "ten yuan shop" upgrade.


The blue whale producer, who searched the official website of the company to search for "name creation and superior products", found two companies, one of which was the Limited by Share Ltd of jewellery chain.


Public information shows that Ye Guofu's first venture project is ah. Founded in two years, the number of shops has reached more than 1000, and has developed into China's largest jewelry chain group with hundreds of millions of dollars in taxes. Before 2013, the sales scale and number of stores kept double track growth. But by 2014, when the number of franchisees continued to grow to 3108, the sales volume dropped from 2 billion 800 million yuan to 360 million yuan, resulting in the sale of single store from million to ten million. At that time, Ye Guofu began his second venture - a famous product.


The official product shows that the main products of the company are creative homes, life department stores, health beauty, fashion accessories, digital accessories and food products. In general, the price is "close to the people", and the product is simple and natural. The mainstream consumer group is a 18-35 year old young group.


However, in order to get rid of the term "ten yuan shop", the name of "excellent products" opens the high-end way of joint name.


Prior to this, the name created products had worked with the animation IP big coffee, such as the pink panther, the flying girl, and piggy page. It has also been authorized by the authorized Sanrio Co of Japan, launched the HelloKitty series make-up products, sponsored the hot Korean dramas, "ghosts", "when you are sleeping" and so on, and constantly tried new IP linkage methods, and promoted the popularity of the brand through publicity.


Win the business model of "small profits but quick turnover", and enter the youth consumer group through the big IP propaganda. The famous and excellent products have a firm foothold in the chain retail business.


But fame and luxury products become expensive.


The price of the new product with the name of "10 yuan quality life" is higher, and consumers can hardly buy 10 yuan products. It is reported that in the official Tmall flagship store, the most expensive product is an aluminum magnesium alloy suitcase with a price tag of 999 yuan.


At the same time, small profits and quick turnover, "no bad money", and Tencent and high leverage capital signed a strategic investment agreement of 1 billion yuan, and began to collectivize operation.


All of this has nothing to do with the reduction of the purchase rate of the famous brand, the growth of the stores and the loss of some franchisees.


At that time, the price of famous brand products was even more urgent to tear away the label of "ten yuan shop".


However, at the time of the exploration of famous products, the NOME brand of the offline brands also got financing. At the same time, the online ten yuan shop, such as "white bear heart goods" and "Jingdong Beijing", came into being. Under this background, the market share has been pressed by consumers and capital more urgently.


Retail industry insiders told the blue whale producer, takeaway, fresh and other platforms to meet the immediacy of consumers' daily diet, but the electronic commerce platform can not meet the consumers' demand for daily piecemeal department stores. Therefore, cheap and simple design of famous and high quality products can satisfy consumers' demand for immediacy. Under the background of consumption upgrading, the upgrading of famous brand products is an inevitable trend. However, how to differentiate from other brands and how to maintain user viscosity is the primary challenge for famous brands.


At the same time, the industry also said that the alleged infringement of "Shanzhai" and cash loan risk of the listing of famous products is not difficult. Since the US and Hong Kong stocks have been registered, they are more likely to be listed. But the name of the best quality product that steadily promotes the IPO process, whether it can maintain its industry status and profitability after listing, remains to be verified by the market.