The Bird Seeks To Raise 396 Million Yuan To Build Its Own Clothing Production And Supply Chain.

　　 Sports footwear brand The company issued a notice here, the company intends to non-public issuance of not more than 18 million shares and raise no more than 396 million yuan, the application for approval by the SFC, through the collection of funds, will be independent construction. clothing Production and supply chain, new capacity of 10 million.

When the reporter reviewed the financial report here, he noticed that the expensive bird had previously announced that it would invest 550 million yuan in the construction of clothing production supply chain, of which 396 million yuan was raised. The project plans to build 5 garment production workshops, including 80 new garment production lines in the sewing workshop. After the completion of the project, the annual production capacity will reach 10 million. The construction period of the project is 3 years. After the completion of the project, the operating income and net profit of the project will reach 926 million yuan and 92 million 460 thousand yuan respectively.

The reporter understands that in the main products of sports, footwear, clothing and accessories, only sports shoes are produced by themselves. Clothing and accessories all adopt the mode of outsourcing, which has some disadvantages in order response speed, product quality stability, profit space and so on. Through the construction of garment production and supply chain, the clothing products of the company will realize self production, speed and flexibility of order response, improve the stability of clothing product quality, and further enhance the profit level of production links, and enhance the profitability of the main business of the company.

Researcher Xiong Li said that the marketing network of "noble bird" is distributed across 31 provinces, autonomous regions and municipalities directly under the central government, especially in the three or four line city sports shoes and clothing market with obvious network layout advantages. Thanks to the strong rebound in the sports industry, the company's business performance bottomed out in 2014.

Reporters also found that in the first quarter of 2016, the company achieved 524 million yuan of business income, an increase of 4.7% compared with the same period last year, and a net profit of 82 million yuan, an increase of 7.24% over the same period last year. As of March 31, 2016, the brand marketing network of the "noble bird" brand has covered 31 provinces, autonomous regions and municipalities directly under the central government. The number of retail terminals reaches 4388, and the total retail area is 345621.98 square meters. According to the classification of cities, there are 417 retail outlets in the first tier cities, 850 retail outlets in second tier cities, 1632 retail outlets in three cities, and 1489 retail outlets in four cities. According to the regional division, there are 1233 in East China, 915 in the southwest, and 417 in Central China, Southern China, the northeast, the North China and the northwest.

Since 2012, most of the revenue of most people has come from footwear and clothing. Footwear accounts for a steady increase in the proportion of revenue, while the proportion of clothing is declining. The main reason is that the inventory control of footwear is good and there is no backlog, and clothing has been in the process of cleaning up inventory. In terms of sports brand, sports shoes rebound faster than sportswear, mainly because the market competition of sports shoes is more intense than that of clothing, technical barriers are higher, and consumers' loyalty to brands is deeper. By the middle of 2015, the proportion of footwear revenue increased to 56.12%, while the proportion of clothing was 42.38%. Judging from the gross profit margin of the company's main business, the gross profit margin of clothing has always been above 40%, and footwear has declined from 2012, but it began to pick up in the middle of 2014.

Sun Xun, a researcher in fashion consultancy, Utah international brand consulting (Beijing) Co., Ltd., told reporters that at present, sports products are the most mature and highest proportion of the sports industry in China, accounting for up to 70%. With the development of domestic social economy and the exploration of market-oriented reform, the core contents of other sports industries such as sports events will also develop rapidly. The proportion of sports shoes and shoes in sports industry will tend to decline, but it will still maintain an important position. While the investment of 550 million yuan for clothing production and supply chain is also demonstrated by the combination of multi brand strategy and differentiation advantage strategy, it can promote the share of the brand in the sports consumption market and disperse the asset risk in brand operation.