Expensive Birds Rely On Capital Markets To Build International Brands

Vivian bird (603555) Limited by Share Ltd (Stock Code: 603555, company name: VIP bird, hereinafter referred to as "company") initial public offering does not exceed 100 million shares, will be in Shanghai Negotiable securities The exchange is listed on the stock market.

　　 Famous sports shoes and clothing brand enterprises in China

This is a famous brand of sports shoes and clothing in China. It is mainly engaged in R & D, design, production and sales of sports shoes and sportswear. The company has seized the Chinese government's promotion of the national fitness program, transformed from a sports power to a sports power, and a historical opportunity for sports to return to the public life. It has thoroughly explored the essence of life in sports, and regarded "sports leisure" as the focus of product development, focusing on shaping the brand image of "Happy Sports". Through sponsoring influential sports projects, regional ads such as "happy family" and other public figures, such as "happy family" and other public figures, will be put into the regional advertisements such as CCTV5 and mainstream Internet media, and a comprehensive, multi-level and high frequency integrated marketing campaign will be carried out to enhance the popularity, reputation and loyalty of famous people.

The company opens a brand store in the core business area, concentrates marketing and promotion force to build regional strong brand, and uses the brand radiation function of core business circle to improve the overall sales revenue of the sub core business satellite stores. Meanwhile, it improves the overall operation efficiency and influence of the brand in each target area through the layout of different forms of retail terminal and product mix. At present, the company's marketing network has been spread across 31 provinces, autonomous regions and municipalities directly under the central government. In the two or three and four tier cities, the sports shoes and clothing market has obvious advantages of marketing network layout and has been recognized by regional consumers. From the end of 2010 to June 30, 2013, the number of brand retail terminals increased from 4027 to 5508, and the total retail terminal area increased from 282086.87 square meters to 415268.98 square meters. The rapid expansion of brand sales channels has led to the growth of the company's revenue and has greatly enhanced the popularity of the famous brand.

The company insists on independent research and development design. Based on the core brand concept of "sports happiness", the R & D team of the company focuses on the development of products that satisfy the comfort, fashion and healthy products of the target consumers. It not only embodies the latest international trend in design, but also maximizes the proportion of the large number of consumers, wearing habits and aesthetic tastes. At present, the company has 134 core R & D personnel, and has the design capacity of 1130 sports shoes and 1800 more sportswear each year, and all the R & D design schemes are completed by the team to reduce the risk of over reliance on individual designers. The company has established long-term and win-win cooperation with suppliers such as Tai Ya shoes, seven wolves (002029) and many other strong technical partners, large garment outfit factories, shoe material manufacturers, and so on, ensuring the rapid response of new product development to the market trend.

In addition, the company makes full use of the advantages of its industrial clusters in the region to effectively integrate the industrial chain. Located in Jinjiang, Fujian Province, the company is located in the largest sports shoes and clothing industrial cluster in China. It is known as the "brand city of China", "China Shoes Capital", "famous sports clothing town in China" and "China sports industry base". The region has a complete industrial chain covering the production of accessories, production and processing of shoes, accessories, clothing, shoes, warehousing, shoes and clothing. Ready-made clothes Manufacturers and mature third party warehousing and logistics distribution system.

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　　 The market of sports shoes and clothing in China is huge.

The global market for sports shoes and clothing is growing steadily. The rising level of income and the deepening of health concept are two major motivations. According to the International Monetary Fund (IMF) estimates, the total global gross domestic product (GDP) in 2012 accounted for 49.92% of the total emerging economies, including China, Brazil, India and Russia, and is expected to exceed 50% in 2013. Consumption and related investment demand in emerging markets will become the leading force in the development of international sports footwear industry.

In China, with the continuous increase of the total economic volume in recent years, the income of urban and rural residents continues to grow rapidly, and the consumer goods market is developing rapidly. After China's per capita GDP exceeds US $3000, the consumption of retail products and services rapidly escalated and showed the characteristics of multi-level and diversified development. The survival type consumption began to shift to the development type and the enjoyment type consumption, which led to the increase of leisure industry and related sports shoes and clothing products consumption. Meanwhile, the urban population in China increased from 562 million at the end of 2005 to 622 million at the end of 2009, and the urbanization rate increased from 42.99% to 46.59%. By the end of 2012, China's urban population reached 712 million, and the urbanization rate increased to 52.57%. According to the main goal of the economic and social development of the national "12th Five-Year plan", the urbanization rate will increase by 4 percentage points in 12th Five-Year. The continuous growth of urban population and the increase of per capita disposable income will further stimulate the demand for sports shoes and clothing products. Against this background, the market capacity of sports shoes and sportswear in China is gradually expanding. According to Euromonitor's research data, from 2006 to 2010, China's sportswear sales increased from 28 billion 52 million yuan to 66 billion 995 million yuan, the annual compound growth rate was 24.31%, and sportswear sales in 2010 accounted for 6.40% of the total sales of clothing products in China. Euromonitor predicts that the sales of sportswear will reach 142 billion 432 million yuan in 2015. As a well-known sports shoes and clothing enterprise, the great bird will also gain enormous development space in the future.

　　 Issuing and listing are conducive to the company's development strategy.

In the future, the company will actively enhance its core competitiveness from the aspects of products, market and supply chain management, further consolidate the leading brand position in China's sports footwear market, further integrate internal and external resources, optimize the product structure and product categories based on the mass consumer market, and gradually build a multi brand operation system to meet the needs of different market segments and different consumption occasions, and strive to make the birds grow into an international influential sport. Shoes and clothing Brand operators provide comfortable, fashionable and healthy sports shoes and apparel products for global consumers.

In order to achieve the above goals and further strengthen the main business of the company, the company plans to invest this fund-raising fund to "national strategic store construction project", "shoe production base (Hui Nan) construction project", "design and research center construction project", "information system construction project" and so on. Through the "national strategic store construction project", the company will set up 60 strategic stores in the key cities and core business circles of the country, further improve the layout of the company's marketing network and enhance its control over the marketing terminal; after the construction of the shoe production base (Hui Nan) project, 10 new fast shoe processing lines will be added, and the annual output of the sports shoes will increase by 8 million 500 thousand pairs. This will alleviate the present situation of the shortage of the footwear products to a certain extent, and lay a good capacity base for the sustained and stable growth of the company's future sales revenue; after the completion of the design and Research Center project, the company's research and development level, technology and Design To enhance the market competitiveness of the brand products of the brand, the information construction project will further improve the management level of our company in the supply chain, marketing network management and company operation, so as to provide information support for the rapid and sustainable development of the company.