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"Saturday," The Brand Of Women'S Shoes Seeks Survival.

2008/10/23 0:00:00 146

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BELLE International (1880.HK) listed HK $8 billion 600 million, which must have deeply stimulated the boss of Foshan shoe Limited by Share Ltd, Zhang Zemin, on Saturday.

The low-key, 45 year old northeastern man gave the impression of the local publicity department of the South China Sea in Foshan, Guangdong, that "it is difficult to get in touch".

But not long ago, after being examined by the China Securities Regulatory Commission IPO, Zhang Zemin might no longer be able to "hide behind the scenes".

After the launch of the footwear industry on Saturday, China's top 3 ladies' Leather Shoes Companies, the other one, are holding the "Daphne" brand 0210.HK, which will compete not only in the consumer market but also in the capital market.

Although this competition is not in the same capital market.

1 billion 250 million yuan huge fortune

If it is successfully listed on Saturday, it will become the first shoe company listed in A shares.

According to the prospectus, the largest shareholder of the footwear industry on Saturday was Shenzhen's Klc Holdings Ltd (hereinafter referred to as Saturday Investment Holdings). Its shareholding ratio was 54.21%. The shareholding ratio of the two shareholders of Singapore Li Yuan accounted for 34.29% of the total share capital before the issue. In fact, both companies were controlled by the husband and wife of Zhang Zemin and Liang Huaiyu.

In addition, the Lenovo investment three phase fund and 20 overseas investors also hold shares in the footwear industry on Saturday.

This Saturday, 55 million shares of public offering will be issued to the public. After issuing, the total share capital will be 215 million shares.

If the price earnings ratio of 0.54 yuan and 18 times earnings per share was issued in 2007, the issue price of each share should be around 9.72 yuan on Saturday. After the listing, the proportion of the footwear industry held by Zhang Zemin and Liang Huaiyu will still reach 59.87%, and the book wealth will reach 1 billion 251 million yuan.

Competition on the same stage

This is a completely competitive market.

From each company's own website, we see their respective "advantages".

On Saturday, the footwear industry said that it is the leading footwear brand operator in mainland China. Its brand is mainly young and fashionable, with 1200 brand stores, including its own "ST&SAT" (Saturday), "FBL" (Febe Lear), "SAFIYA" (Sophia), "MOOFFY" and "Rizzo", acting as the brand of "Baldinin" and "Killah" in Italy.

Last year, BELLE international, a huge success and capital market sensation, said that it is the largest women's shoe retailer in mainland China. Its own footwear brands include Belle (BELLE), Teenmix (Teenmix), Tata (HERS), and so on. Its footwear brands include Bata, ELLE and so on.

By the end of last year, BELLE had 6090 self retailing stores in mainland China (excluding the new acquisition of MII Li and San Da store), with a net profit of more than 1 billion 900 million yuan last year.

Wing on group was founded in Hongkong in 1987, and was listed in Hong Kong in 1995. Its "Daphne" brand has become the first brand of Chinese women's shoes, and has been sold for the first time in 6 consecutive years.

On Saturday, its main competitor was BELLE (last year's net profit of 1 billion 979 million yuan), wing en International (last year's net profit of HK $389 million), and hung Guo International (listed in Singapore in June 2003, currently has flagship shoes brand "100 billion" and "Yidu", net profit of 110 million yuan last year).

Faced with backward profitability (Saturday's net profit last year was only 85 million 710 thousand yuan), Saturday only used capital market as soon as possible to expand itself.

On Saturday, the capital market "predecessors" also included 1386.HK, 1179.HK and 0738.HK.

From the gross margin of sales, BELLE, Yong en and so on all exceeded Saturday, the highest BELLE reached 62.9%, while Saturday only 41.8%.

400 million invest in chain stores

On Saturday, people in Guangzhou said that BELLE and Saturday were mainly sold through shopping malls in the 3 brands of women's shoes, while Daphne was more of a street store.

And from the product style, the former two take the fashion and formal clothing line, while the latter are more popular.

After communicating with the financial weekly reporter who concealed his identity, the person also agreed that the product styles of the 3 companies were not very different.

The prospectus shows that the main products on Saturday are high-end leather shoes, and the main selling channels are store stores in major department stores.

As of March 31, 2008, the number of chain stores in the company was 1205, of which the store stores opened in department stores (including self-contained department stores, shop stores and distributors in department stores) accounted for more than 90% of the total number of chain stores.

In September 12th, the financial weekly reporter went to the "ST&SAT" brand store on the two floor of Wangfujing department store in Guangzhou. According to the staff of the store, "STA ranked the seven or eight place in the whole Wangfujing store shoe store, with an average turnover of about 4000 yuan per day on average."

The original price is about 500-1000, and after sales promotion is 25% off, it should be between 450 and 750.

According to the prospectus, Saturday has five private brands "ST&SAT" (Saturday), "FBL" (Febe Lil), "SAFIYA" (Sophia), "MOOFFY" and "Rizzo", and represents two international brands such as "Baldinin" and "Killah".

Among them, the "MOOFFY" price ranges from 1000 to 2000 yuan, and the "Baldinini" price is between 3000~5000 yuan, while the other five brands are priced at 300-900 yuan.

Sales of women's leather shoes account for about 95% of Saturday's sales.

In September 12th, the financial weekly reporter connected the person on the Saturday footwear industry who was in charge of listing matters.

It is believed that with the increase of brand awareness, the bargaining power of Saturday will increase and the cost of setting up direct stores in department stores will not increase.

For the financial weekly newspaper reporter's question about the lack of brand publicity, the person said that the fund-raising investment did not include brand promotion. According to the sales statistics of department stores in the industry associations, it occupied the top 4 for many years on Saturday.

On Saturday, China has exclusively represented two Italy brand shoes in mainland China.

According to the prospectus, Saturday will invest 560 million yuan for business expansion and brand building, of which 430 million yuan will be used for the expansion of women's shoes chain stores.

If the average price earnings ratio of the new listed companies is 18 times, the 55 million shares that will be issued to the public on Saturday will be raised at about 9.72 yuan per share, which can raise about 534 million yuan.