Amoy Brand Cracking: Designer Brand Of National Style

Established in 2006

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The company of the same name recently submitted an application for IPO to the SFC to register on the gem of Shenzhen Stock Exchange.

If you are not familiar with "cracking up and silking", you can generally interpret its style as "designer brand of national style".

Apart from "breaking the silk", the company has 10 other brands, mainly women's wear, men's wear and children's wear, and the target age of women's clothing brands is between 28 and 35.

The prospectus shows that the main sales channels for all brands are Taobao (including Tmall) and vip.com, which accounted for more than 94% of the total sales in 2015.

Like all brands that are on fire at Taobao, after the electricity supplier bonus period, the problem of "how to do it" must also be considered.

It seems to have taken this step too.

According to the prospectus information, the main business income in the past three years has been declining continuously. The revenues from 2013 to 2015 were 6.88, 5.79, and 546 million yuan respectively, while the net profit for the same period was 7046, -421 and 31 million 640 thousand yuan.

The official decline of the silk and silk industry has been attributed to the international brands such as UNIQLO, Zara and so on, and the diversion of the newly born online brands to their consumers.

The decline in consumer willingness that may be brought about by the slowdown in macroeconomic growth is also seen as the reason for the decline in performance.

In the prospectus, there are also worries about cooperation with the e-commerce platform. For example, "if the company can not maintain good cooperation with the above e-commerce platform," there will be significant adverse changes in the sales policy and fees and search rules of the above e-commerce platform.

On the basis of the above reasons, the company is planning to promote the layout of the physical store and disperse the risks that may be overconcentrated.

The prospectus disclosed that the 4100 shares of the shares will be issued, which will account for no less than 25% of the total share capital issued. It will raise 400 million yuan to invest in R & D, sub brand building and offline channel construction.

In the next two years, there are 1 1000 flagship stores in Beijing, Shanghai and Hangzhou, with a total of 12 outlets of 80 to 120 square meters.

Tang Dafeng, the founder of the company, once expressed his attitude to the store when he interviewed him in 2015. He thought that no matter what channel the goods were sold, it was a brand presentation. So we wanted to do a physical store to try and see if the offline is not what we imagined, and whether its customer group is very high coincidence with the people on our network.

However, from a budget of about 50000000 yuan (accounting for nearly 1/10 of 2015 sales) from offline stores, it does not seem like a rush to try.

It is not the first "scouring brand" that tries to pform itself into a physical store. (actually, it once tried the offline market before 2013, but the effect was mediocre).

In the 2015 years since the beginning of the year of the year, Shanghai has opened its own stores in Beijing, Yantai, Guangzhou and so on.

According to the report of win business network, 90% of them are franchised stores.

Yin man for the physical store layout is 2020 years ago to achieve "thousand city stores", in the layout of the store to create a "Scene" environment for the demand.

For the time being, there is no more information about the layout or location of offline stores.

From the disclosure of prospectus, the largest investment of physical stores is shop decoration and rent, which account for more than 50% of the total investment.