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Listing: The Weight Of Changing The Industry Structure Of Shoes And Clothing Enterprises

2007/12/30 0:00:00 10428

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In May 23rd, Belle International Holdings Ltd listed in Hongkong; in July 10th, Anta was listed on the stock exchange of Hongkong; in August 22nd, the birds were listed on the SME Board of Shenzhen Stock Exchange; in October 11th, Bosideng, China's largest down garment manufacturer, was listed on the Hongkong stock exchange. It can be said that 2007 is the most frequent year for the Chinese apparel and apparel industry to list, and the queue is waiting for listing. The listing of enterprises can really standardize the management of all aspects of the enterprise, and also build a competitive platform for the enterprises, thus enhancing the credibility of the enterprises. These are well-known benefits, but in fact, the impact of listing is far more than that. BELLE listed in Hongkong in May this year, raising HK $about 8000000000, exceeding the market value of Gome and becoming the largest mainland retail listed company in Hong Kong stock exchange. Data show that BELLE group owns BELLE, Teenmix, real beauty, Staccato and other 8 footwear brand chain stores, but also Nike, Adidas in China's largest sports distributor, in the more than 150 cities in the mainland has nearly 3000 stores, more than 1000 sneakers and lock stores, and in China, Macao and Europe and the United States and dozens of retail stores. Recently, BELLE group has acquired assets of its group of 1 billion 600 million dollars. Analysts believe that taking the first tier cities as the main market, the acquisition of BELLE's shoes, which is mainly dominated by women's shoes, will have a profound impact on the competitive pattern of the dispersed footwear industry in China. In recent years, BELLE has sunk its channel to the two or three tier market, and has also been successful. Now it has acquired Sunda to make up for BELLE's weakness in men's shoes. It is believed that this combination will enhance its coverage in the consumer market, increase overall revenue and profits, and further consolidate its market position. In the face of global capital wave, BELLE's IPO and M & A is a bad news for Wenzhou shoe enterprises, and the pressure it brings is unprecedented. The listing of BELLE means that the shoe industry has changed from the industrial economy to the capital economy. It has also greatly stimulated the expansion desire of other shoe brands in China, and has also shocked Wenzhou shoe enterprises. As we all know, clothing and apparel industry has entered the era of brand. It is the first listed company in Wenzhou shoes and clothing industry, and also the first consumer goods Brand Company in Wenzhou. Wu Zhize, chairman of the news bird group, said that the popularity of the brand was greatly improved by the listing. At the beginning of this year, the publicity effect brought about by the listing was expected to be equivalent to 50 million yuan of advertising investment. The wedding bird has been on the market for 4 months. Is the effect really equivalent to the $50 million advertising investment that Wu Zhize expected? The actual effect is much better than Wu Zhize expected. Fang Xiaobo, Secretary of the Limited by Share Ltd, said that after the listing, agents from all over the place have reported that the consumers will be linked to the listed companies and their popularity will be improved rapidly. And after the listing, the company also feels the obvious convenience in the foreign trade. Listed companies are in an advantageous position when buying, choosing stores, purchasing raw materials, and so on. The impact of listing can be described as "overnight success" for the birds. For Bosideng, whose performance has been ranked first in the Chinese down industry for 11 consecutive years, the listing has not only expanded the brand impact, but also raised about $836 million in Hong Kong, becoming the first listed down garment production enterprise in Hongkong, and made its leader Gao Dekang become the richest person in China's clothing and apparel industry at a price of 20 billion yuan. Through the changes of listed companies after listing this year, we can easily find that the listing of apparel and apparel enterprises is not only a normative process for enterprises, but also an opportunity to consolidate their market position, expand market occupation, and even become a weight to change the pattern of the industry.