With $275 Million In Convertible Bonds, Bosideng Has Become The Most Attractive Investor In Hong Kong Stock Market.

Bosideng convertible bond issue was touted, the $275 million settlement completed.


Recently, Bosideng announced that it had completed the issue of stock issue debt in December 17, 2019. The total amount of claims for convertible bonds is $275 million. The net proceeds from the subscription of convertible bonds (after deducting commissions and expenses) will be approximately $271 million. In addition, the licensing and listing of convertible bonds on the Hongkong stock exchange is expected to take effect in December 18th.


It is understood that the convertible bond interest rate of 1%, the equity premium of 27.5%, the conversion price of 4.91 yuan higher than Boston stock prices, the highest level of nearly 10%. Once the bond was issued, it was touted by investors.


Bosideng said that the issuance of the convertible bonds was the first single capital market issuance project since Bosideng landed in the Hong Kong stock market in 2007. It is a combination of the company's rapid business growth and capital market interaction, laying a solid foundation for the company to further optimize its capital structure, co-ordinate domestic and foreign resources, enhance international reputation and enhance its brand image.


Convertible bonds have the attributes of stocks and bonds, which combine the long-term potential of stocks and the fixed advantages of security and income of bonds. Bosideng's premium is 27.5%, which is relatively high in the recent issue of Hong Kong stock convertible bonds.


In a severe economic environment, investors show great enthusiasm for Bosideng convertible bond issuance. On the one hand, it is a high expectation of its future market returns. On the other hand, it proves once again that Bosideng's outstanding qualification and brand status in capital market.


In recent years, Bosideng development has entered the fast lane after the strategic adjustment of brand remolding. The total revenue of the company rose from 6 billion 800 million yuan in 2016 to 10 billion 400 million yuan in 2018. This year Bosideng's China Daily reported that as of September 30, 2019, Bosideng achieved a revenue of 4 billion 436 million yuan, an increase of 28.81% over the previous year, of which the income of the brand down clothing was 2 billion 533 million yuan, an increase of 42.9% over the same period last year, and the growth rate was 23.4 percentage points higher than that of the previous year. In the first half of the year, the number of stores reached 5161, a year-on-year increase of 533.


In order to establish the brand of China's down garments in the world, Bosideng, the 72 most popular country in the world, has been "doing things" frequently this year.


In September, Bosideng appeared in the four fashion week of Milan fashion week. The show was inspired by Mozart, a national treasure artist in Italy, a star maker, and a painting star, Ottavio Fabbri. In addition, in this fashion week in Milan, Kaminami Jito will try to buy the show for the first time, launching the exclusive sale channel of Milan fashion week in WeChat Mini program, providing first-rate products for consumers at home and abroad. The fast marketing mode not only provides brand continuity for the fashion week, but also provides market feedback for the brand quickly.


In Tmall's "double 11" shopping carnival, Bosideng's performance was equally dazzling. In dress category, its women's clothing sales ranked second, men's clothing ranked fifth, total sales of about 650 million yuan, an increase of about 58% compared with the same period last year, sales of the whole network were about 800 million yuan, an increase of about 43% over the same period, and the total channel sales of about 1 billion yuan, an increase of about 37% over the same period. It is worth mentioning that in the 2019 Tmall's "double 11" most popular export brand list, Bosideng ranked first in the clothing brand.


This year, Bosideng's biggest action is nothing more than a joint venture with the French court designer Gao Di Ye. As early as October, Bosideng had signed the "Queen of goods" Yang Mi as a spokesperson for the designers, and deduced the personality down suits for young people.


In November 27th, at the press conference, Yang Mi and Li Yuchun, the Chinese version of "fashion devil," Su Mang, China's first high person Guo Pei, China's first fashion designer baby, fashion industry pioneer, and other stars and fashion figures came to the scene. The master's "knife" and the star "grass" bring the scene of "high down jacket" in the domestic rush to buy goods.


In addition to the joint name, Bosideng also launched the extreme cold series and high-end outdoor series in October. The upgrading and optimization of product technology, design, function and structure, exquisite production technology and modern tailoring make Bosideng high-end outdoor down jacket series add a sense of advanced. Function and fashion go hand in hand, making Bosideng become a leader in the down garment market again.


With the rising proportion of high-end products in Bosideng, Future Ltd's average price of winter products is expected to continue to improve, and profitability will also rise.