The IPO Road Of Chinese Women'S Clothing Industry Is Not A Dream.

Generally speaking,

According to the announcement issued by China Securities Regulatory Commission on the evening of November 2, 2011, Shenzhen

At that time, a "consumer favorite clothing brand ranking" circulated on micro-blog, the top five are international brands.

It is remarkable that a homemade brand named lady's house ranks sixth, second only to Armani, before Louis Weedon, Dior and Givenchy.

According to this ranking, the ladies' house ranks first in the domestic brands, winning the "flower Queen" of Chinese women's clothing in one fell swoop.

According to the media survey, the rankings came from the website of the China Securities Regulatory Commission, the original prospectus of Limited by Share Ltd in Shenzhen.

In the description, the lady house not only compares herself with Chanel, Armani, such a super world-class brand, but also makes mainstream products not LV and Dior, and Metersbonwe's casual wear brands.

At the same time, this kind of data appears in the prospectus, and whether it is proper or not has caused a lot of controversy.

In addition to the authority of the industry rankings, the prospectus also revealed that the annual salary of four Designer Ladies in the ladies house is only 130 thousand -17 yuan, which does not seem to match its brand value.

Lady house clothing company was founded in 1991. It is famous for its production and sale of sweet "Princess" clothes.

The house was originally intended to raise funds for business development, but the SFC failed.

If it is said that only because of the reasons for the prospectus do not let people IPO, this is really hard to believe.

An insider of the China Securities Regulatory Commission, who did not want to be named, said that the list was not a substantial factor affecting the IPO of the ladies' house.

What is the reason? He said, "it is mainly because of the problem of production and digestion. It is expected that the capacity of its investment may expand. Now we have some doubts about whether the market can digest its capacity, and there is some doubt about its future development prospects."

The answer is compelling.

On the same day with IPO, there were 4 companies, of which only the first application of Chengdu Lijun industry was approved.

The other 3 were rejected.

However, "the sun rises in the East and rains in the west," which is frustrated by the ladies' house. The other side is IPO, who brings a bright light to the women's clothing industry.

The group is a company engaged in the design, production and sale of brand women's clothing, focusing on high-end women's clothing market. It owns three high-end women's clothing brands including "long Zi", "Rhine" and "Chao Ke". The main product price is between 2000-5500 yuan, and has strong competitive power in the high-end women's wear market.

The operation mode is mainly based on independent research and development and outsourcing production. At present, the company has 353 sales terminals in large and high-end shopping malls in major cities throughout the country.

In 2010, the country's market share was 3.11%, ranking third. 08-10's operating income and net profit attributable to shareholders of the parent company were 58.48% and 43.27%, respectively.

The rapid economic growth and the continuous improvement of residents' income have laid the foundation for the long-term steady development of China's garment industry.

Among them, the women's clothing market has huge capacity, but the brand concentration is low. The enterprises are still in the stage of self governance, serious competition and lack of cohesive force. For the women's clothing brand enterprises with a certain sales scale, the current domestic women's clothing market will be a test ground for the integration of the industry and the emergence of a new force.

The upgrading of consumption structure will play a great role in promoting high-end brand women's clothing sales.

The domestic high-end women's clothing market can be classified into international luxury brands, second-line international high-end brands and domestic high-end brands according to the line level.

At the beginning of the company's opening up, at the beginning of the company's business, she aimed at the high-end women's clothing market, which was not grabbed by the foreign luxury brands and civilian brands.

For high-end brand women's clothing, there are scarce resources in department stores of the core business circle of a second tier city. In the 109 Jinding department stores issued so far, the occupancy rate is as high as 52.29%, and the advantage of first entry is to ensure strong sales in the future.

The company also has strong brand and terminal store replicating ability, which can make good use of the outstanding performance of the store brand, and add larger bargaining chips to the location of the new brand in the store.

In the design, the Korean trend is localized and the marketing methods are highly targeted. These advantages have led to the company's past performance growth, and will escort the future sustainable development.

The company plans to raise funds of 851 million yuan, mainly invest in marketing network construction, Beijing production base expansion project, design exhibition center construction and information system construction project.

The project will expand the company's coverage of the terminal market, improve the existing capacity, enhance the company's independent design capability, and ultimately benefit the future profitability and market share.

The predicted EPS for the 2011-2013 years is 1.05 yuan, 1.58 yuan and 2.18 yuan respectively, and the reasonable value interval is 36.75-42 yuan.

Women who love to go shopping must be familiar with La Natsu Bell.

Although the brand is not widely publicizing in the clothing industry, its stationing rate in various middle and high end and fashion department stores is higher.

Shanghai La Natsu Bell was founded in 2001, with a style of less lady dress and a "brand + channel" mode.

Consumers are most familiar with their main brand, La Natsu Bell (LaChapelle), which is mainly white-collar workers aged 24-30, with a moderate price. At the same time, there are two women's wear brands: LaChapelleSPORT is located in 20-30 year old girl, the main leisure sports; Candie s is located in 16-24 year old fashion cute girl, suitable for college students and low prices.

In August 2011, the company also launched the menswear brand LaChapelleHomme, with the style of city style and academy style.

La Natsu Bell, the head of Xing Jiaxing, formerly engaged in the women's clothing brand agency business. In 1998, with the accumulation of experience, she found the blank spot of the little lady dress and created La Natsu Bell.

Xing Jiaxing uses ZARA as the brand reference operation system, emphasizing the rapid updating of the style.

In the past three years, La Natsu Bell accelerated the pace of opening stores, accelerated market expansion, and gradually introduced capital.

At the end of 2007, La Natsu Bell introduced two venture investments; in the first half of 2010, he introduced the famous Lenovo Lenovo Lenovo to invest tens of millions of dollars.

With capital strength, it opens stores and speeds up.

By the end of 2010, its number of stores was 900, and by September 30, 2011, its direct selling network in the country has expanded to more than 1400.

At the same time, the channel mode began to change.

In the past two or three years, it has started to set foot in a large store and set up a store with an area of more than 1000 square meters.

Prior to its sales network in addition to counters, mostly 100-200 square meters of shops.

In addition, La Natsu Bell also promoted the internal management level of enterprises through information technology in the past two years.

In October 2011, it signed IBM. The two sides jointly built La Natsu Bell's information backbone system, that is, SAPRetail and business intelligence system, and launched 2 and a half years of enterprise information cooperation to help La Natsu Bell fully standardize the internal process of enterprises, establish a sustainable development information system, and further enhance the management level and competitiveness of enterprises.

In 2009, La Natsu Bell's sales revenue was 500 million yuan, sales income exceeded 1 billion yuan in 2010, and sales income in 2011 was about 2 billion yuan.

Judging from the industry as a whole, although there are auditing institutions in the field of clothing brand first application "male preference", but from another practical perspective, last year's capital market women's clothing brand strength is not strong enough is also an important reason.

For example, as at the end of 6 2011, there were 830 marketing outlets in the country, with an operating income of 343 million 400 thousand yuan and a total income of only 587 million yuan in 2010.

In addition to the contribution of the ladies' house, the income includes the other 4 sub brands.

Take Vigna S as an example, in the first three quarters of 2011, its sales revenue was more than 500 million yuan, and the number of shops was about 320.

Of course, such a high-end positioning of wicknex's brand is not entirely comparable to that of La Natsu Bell, but La Natsu Bell is quite similar to the ladies' house brand.

Such contrast will find that La Natsu Bell, who has shocked the capital market, has advantages both in terms of the overall size of the enterprise and the number of shops.

In this case, people can not help but think of La Natsu Bell's IPO road. In the current stock market downturn, can low-key power La Natsu Bell succeed in the 2012 women's clothing brand IPO?