Shoe Companies Go Public To Seek Win-Win Results Of Capital And Brand Effects

In 2008, the traditional shoe enterprises suffering from the financial crisis suffered a lot of money, and correspondingly, they were rich in funds brought by IPO, which were used for management innovation, technological pformation, brand promotion, business expansion and other direct drive into the fast development of the fast lane. This greatly stimulated the enthusiasm and boom of the new round of listing of shoe enterprises.

In March 29, 2010, flying international listed on the main board of HKEx, which is the third shoe company listed on the Hong Kong stock exchange this year.

So far, the overseas listing of domestic shoe enterprises has covered Hongkong, Malaysia, Singapore, Korea, the United States and other places, raising a total of about 14000000000 yuan.

Next, Xin Hua, Jordan, del Hui, Pacific footwear industry and other enterprises are also eager to participate in the capital market competition.

The power of example is great.

The capital market has created many "rich mythologies" for shoe companies, which has stimulated the sensitive nerves of the traditional shoe industry that is struggling.

In June 2004, as the mainland's first listed Footwear Company, Lining raised $440 million for the first time at the Hongkong stock exchange.

After that, Lining's brand effect began to expand gradually, and successfully sat on the top of the mainland sports brand.

Immediately after that, Anta, XTEP, 31st degree and Hongxing Erke of BELLE and Fujian plate entered Hong Kong and jumped to Singapore, and achieved remarkable results.

In fact, the purpose of listing is not just financing, but also means that enterprises will gain more on a larger stage.

Whether based on the purpose of financing or the brand effect, listing seems to be a long-term strategy for shoe companies.

The mainland sports brands obviously feel that the competition in the clothing market is becoming more and more intense, and the prospect is not as optimistic as the market in the previous two years. However, the competition for sports marketing in the mainland is becoming more and more intense. The competition of the big sponsorship competitions and the signing stars athletes is still developing among the sports brands. The support of the capital market is a certain advantage no matter in the channel expansion or in the expense of marketing expenses.

According to information from PEAK, the funds raised by IPO will mainly be used to open stores, brand promotion and product development.

At present, PEAK's specific shop opening plan and brand promotion take NBA as the main battlefield, and research and development injects more overseas elements, each of which needs sufficient financial support.

In fact, PEAK, which is on the upswing, needs money to further open the market.

"Listing has long been planned, but since the second half of last year, the global economic environment has changed drastically, and the plan has to be shelved."

However, people close to PEAK revealed that from the four quarter of the major sports apparel manufacturers in China, the situation is better than the economic environment, so IPO is expected to make substantial progress.

In addition, the recent improvement of the investment market atmosphere and the driving of the new stock market are also one of the main reasons.

More importantly, domestic sports brand is in a new stage of development, and capital guarantee is indispensable.

To a certain extent, the listing of enterprises is an inevitable choice. Listing can provide a platform for capital operation for the future of enterprises. This is also an important difference between product operation and capital operation, making enterprises more credible and easy to run funds to invest in profitable projects.

Therefore, overseas capital markets are very optimistic about the prospects for the development of mainland footwear enterprises. Data show that in 2009, the total retail sales of footwear in China will reach 212 billion yuan, an increase of 30% over the 161 billion yuan in 2006.

The current business risk is not from the capital chain, but because of the continuous expansion of the scale of supply chain tension and management problems.

"As the market is constantly changing, if the funds can not be in place timely, the market environment is suddenly changed or the industry competition intensifies, all of these will have a greater impact on the expected effect of the investment project.

At the same time, the cost of raw materials and accessories is greatly increased, and the replacement of industry prosperity cycle is the potential risk of business operation.

In the upsurge of overseas listing, Jinjiang sports brand is more interested in offshore capital market. The main reason is that after several years of development, these enterprises have begun to enter the international market after having market base in the mainland, and capital internationalization is an important part of the internationalization of the company.

It is reported that Jinjiang has set up a special fund to support the restructuring and listing of enterprises. The company can get at least 4 million of its financial subsidies on the market, and provide comprehensive guidance and support to enterprises in terms of listing qualification, steps, risk assessment and economic research.

Wang Honghua commented: "listing is the common aspiration of enterprises and governments, and is also an inevitable trend of upgrading footwear industry in Jinjiang".