"The First Brand Of Amoy Brand" Is Getting Worse And Worse.

In July 1st, the SFC website released the AMEX group, the Amoy group and the first language group, and the Guangzhou Humei fashion group Limited by Share Ltd (hereinafter referred to as Humei) to apply for the prospectus listed on the gem. And less than two weeks ago, Clothing for breaking silk The IPO application was also submitted to the SFC, which is also listed on the Shenzhen Stock Exchange's gem. With the submission of the application for cracking down on silk and silk and the listing of Sinospan, the "first brand of Amoy brand" has become increasingly fierce.

The prospectus shows that the company intends to issue 80 million shares to the public, with a total share capital of 320 million shares after the issue. The funds raised by the United States are invested in O2O projects, fashion brand incubation projects and information construction projects. The total investment is about 450 million yuan, all of which come from the listed capital.

At present, the mode of Hui Mei is similar to that of cracking silk. It has incubated more than 10 independent brands, including Yin man, Chu language, living in left, samyama, Dali Fang, Qiu shell, Pass and so on. brand Many related sub brands have been derived, such as home brand HOME, children's wear brand Kid, and the product category covers women's shoes, bags, sportswear, home decorations, furniture and so on.

In the downturn of the apparel industry, the main income of Hui Mei has been increasing rapidly. According to its prospectus, the company's operating income from 2013 to 2015 was 590 million yuan, 949 million yuan and 1 billion 141 million yuan respectively. In the prospectus, Hui Mei said it is expected to become China's largest Internet fashion brand group.

As the largest shareholder of the company, the proportion of search and holding is 25.2%, second only to the number of shares held by the company's actual controller Fang Jianhua, Dan Yufang and its co operation 42.58%. The special group announced that the shares were not spanferable or entrusting to others within 12 months from the date of the listing of the Hui Mei fashion group.

Whether it is the United States or the split, the electricity supplier is still their main selling way. According to public information, online channels are concentrated in Tmall, vip.com and Jingdong. However, the traffic bonus of the electronic commerce platform has gradually passed. Last year, "double eleven", Taobao sales topped the list of the top 5 rankings from Han dresses, and the top brands in the top 100 rankings of the sales group were all left by the Korean brands, and the rest were replaced by traditional clothing brands.

On the other hand, the revenue data of Sini Mei and the cracking and silking products should be in line with Taobao's first batch of apparel brands. Among them, in 2015, Hui Mei accounted for 56.6% of Tmall's and Taobao's revenue, accounting for 32% of vip.com's revenue and 6.3% of Jingdong's revenue. Compared to 2014, the share of vip.com increased by nearly 10%, and Tmall and Taobao's share dropped by nearly 10%. From 2013 to 2015, business income of 589 million, 949 million and 1 billion 140 million yuan was achieved respectively. Hui Mei said that the new brand quickly hatched and started the construction and operation of offline channels. In this regard, a large amount of capital investment made the net profit slide. From 2013 to 2015, the net profit of the new brand was 33 million 307 thousand and 300 yuan, 3190.78 yuan and 15 million 814 thousand and 800 yuan respectively, and the profit fell 52.5% in three years.

And the situation is also facing the decline of profits and losses. The net profit from 2013 to 2015 was 70 million 469 thousand yuan, -421.45 million yuan and 31 million 644 thousand and 900 yuan respectively. According to the prospectus, the main business income declined for three consecutive years, and the revenues were 688 million yuan, 579 million yuan and 546 million yuan respectively.

In the post traffic dividend era, the cost and threshold of Tao's brand access to traffic are getting higher and higher. The marketing strategy of low explosive price is not effective. Therefore, many Amoy brand All of them will be listed on the agenda so as to get more capital spanfusion, more standardized management and social operation.