The Amoy Brand Has Been Formally Submitted To The SFC For IPO Application.

The new three boards are "

Shortening and capital

The path of close contact also allowed the Taobao brand to grow to the capitalization.

Yesterday, reporters learned that

The IPO application has been formally submitted to the SFC, which is to be listed on the Shenzhen Stock Exchange's growth enterprise market.

Emmam group, Hui Mei Group and Han Du Yi house are also promoting IPO.

"The first brand of Amoy brand" is symbolic, but even landing in the capital market does not mean the last laugh.

Business expansion is hard to come by.

The stock exchange prospectus shows that this issue is expected to issue 41 million shares, accounting for no less than 25% of the total share capital issued.

According to the plan, it is planned to invest 70 million yuan in the fund raising and the opening of 15 offline stores in two years.

Among them, three core business circles in Beijing, Shanghai and Hangzhou have set up 3 flagship stores of 1000 square meters, offering 12 outlets of 80-120 square meters in the core business circle of the first tier cities and the second tier cities with strong consumption.

Public information shows that, as a "Taobao brand" started from Taobao, it has been widened into a rip and silk group, which includes 10 sub brands, including men's clothing, women's wear, children's clothing, bags and so on, including the silk and silk fabrics, the location, the angel city, and the Lady brand.

The prospectus also revealed the core data of the split.

At present, the main business channels are Taobao platform, vip.com and Jingdong mall.

However, for the three consecutive years, the main business income has been on a downward trend.

Among them, in 2013, 2014 and 2015 three years, net profit after deducting non recurring gains and losses was 69 million 692 thousand and 100 yuan, 16 million 268 thousand and 900 yuan and 32 million 162 thousand and 100 yuan respectively.

"Tao brand" looking for shortcuts in listing

The "Amoy brand", which also started on Taobao platform, has started the capital war.

At the beginning of last year, there were reports that at least 10 brands, which were born in Taobao, are preparing for listing, including Yin man, Han Du clothing house and crack silk.

It is predicted by industry that the split will be the first in the Amoy brand.

In the industry view, these "Amoy brands" have some of the same genes.

Relying on Taobao and Tmall platform, enterprises have maintained rapid growth.

"Listing will help enterprises to finance and expand rapidly, and further occupy a favorable position in market competition".

Ali is also happy to see the further development of the Amoy brand.

At the beginning of this year, Tmall announced the establishment of an office to assist businesses in listing.

According to Alibaba at that time, Tmall platform has more than 50 enterprises launched IPO plans internally, including Korean clothing homes, cracks, silk, three squirrels and so on.

In the industry view, Amoy brand listing is not only conducive to the establishment of the Ali ecosystem, but also to promote the growth of the Department of Alibaba business.

Remodeling brand road is endless

Listing is an inevitable choice for enterprises to develop to a certain stage.

For example, those who want to set up a brand shop under the line, such as rash and silk, and Yin men, should face the enormous financial pressure brought by the rapid rise of rent and human cost.

Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., a clothing industry marketing expert, told reporters that the online bonus period is no longer in line.

In the post electricity supplier era, the cost and threshold of Amoy brands to obtain traffic are getting higher and higher.

The marketing strategy of low explosive price is not effective. It is limited by online development.

Reporters learned that last year, "double 11", Taobao sales topped the list of the top five brands from Han Du Yi she Yi Qi Yu Chi library.

"The development of Amoy brands to quality must go from line to line."

Cheng Weixiong stressed that after the listing, the brand is also a test.

After the layout, how to increase the brand connotation, enhance product quality, exert the spirit of craftsmen, change the brand image of once low price, poor quality, cottage, bid farewell to barbaric growth and reshape brand image is the first thing that Amoy brands need to consider.

There are also insiders pointed out that the development path of Amoy brand is probably bumpy.

For those online brands that once thrived, the lack of operating capacity, lack of relevant experience, and large price gap have become the fatal weakness of offline development.

In 2011, it expanded to more than 30 stores in two or three cities, and then stopped because of "unsatisfactory feeling".

In 2012, he broke out the first line shop in Beijing Zhuang Sheng Guang Guang Department store, but yesterday, the salesperson of Zhuang Sheng confirmed to the Beijing Commercial Daily reporter that "the separation of silk and silk has long been removed."