Hui Mei Group Formally Applied To The China Securities Regulatory Commission For Public Offering And Listing On The Growth Enterprise Market.

Many small partners cut their hands.

It's going to go on the market.

The SFC recently issued a news report.

The group formally applied to the China Securities Regulatory Commission for public offering and listing on the growth enterprise market.

The company intends to issue 80 million shares to the community, with a total share capital of 320 million shares.

As a representative of the Internet clothing brand, "Yin man" and "Chu Yu" belong to the Hui Mei Group.

The upsurge of Internet clothing brand capitalization is coming.

In the first half of this year, another Internet woman's clothing brand named Han Du Yi she also confirmed that she would visit the new three boards.

The main brand of the ethnic minority wind series was also submitted to the SFC for IPO application not long ago, but also to be listed on the Shenzhen Stock Exchange's growth enterprise market.

Insiders said that the flow of the electronic commerce platform's dividend has gradually passed, and the Internet clothing brand has experienced rapid growth after some time, and is also facing the next development problem.

In addition to continuing to try new ways of playing the Internet, such as live broadcasting, net red and other online promotion channels, these Internet clothing brands have tried to move from line to line and carry out multi category and multi brand expansion.

All these need financial support.

This is why they are seeking listing in succession.

The birth of a group of Amoy brands

Speaking of Internet women's clothing, Yin man is a noun.

When "double eleven" was just rising, Inman became the shining star of Tmall women's clothing sales.

In 1998, Fang Jianhua, chairman and CEO of Yin Mei Group and founder of the brand of Yin man, started business.

In 2008, Yin man began to enter Taobao Mall (Tmall), pforming from ODM, B2B to B2C.

In 2011 and 2013, Yin man ranked the top of the "double eleven" Tmall women's wear brand.

In 2015, the main brands of Hui Mei maintained a high rate of repeat purchase.

Among them, the rate of repeat purchase was 42.7%, the initial language was 39.1%, and the life of left was 37.5%, which was at a higher level in the industry.

Han Du Yi house and rash and silk were the same brands that were born almost at the same time.

Of course business models vary.

For example, the profit of Korea's clothes house is partly dependent on the sale of goods, and part of it is to help other brands to carry out online operation service fees.

Some of its sales are directly sold to users through the Korean government's own official website and Tmall, Jingdong and other platforms, and part of it is sold to other platforms, such as vip.com, and then sold to individual buyers by these platforms.

These enterprises have similar paths of development, for example, they take multiple brands and multiple categories.

In addition to the two top selling brands of Yin men and Chu language, there are many independent brands living in the left, samyama, Dali Fang, autumn shell (formerly known as Qiu Qiu), Pass and so on.

First financial reporter learned that the United States has now hatched more than 10 independent brands.

At the same time, in addition to women's wear, the United States recently frequently crossed the border, resulting in a number of related sub brands, such as home brand HOME, children's wear brand Kids.

Its products range from women's shoes, bags, sportswear, home decorations, furniture and so on.

The same is true for breaking silk.

Apart from "breaking the silk", the company has 10 other brands, mainly women's wear and men's wear and children's wear.

Han Du Yi house has hatched and operated 35 brands, including women's wear, men's wear, children's wear, outdoor and related accessories.

In the case of weak overall consumption, these Internet women's clothing brands are stimulating sales through continuous innovation and operation.

For example, some brands made an attempt to reverse supply, and reduced the inventory pressure by adopting the pre-sale system. In addition, the marketing cost was greatly reduced through the high stickiness of fans and fans.

This year's net red and live hotspots, as well as social networking and other new gameplay, as the Internet gene full of Internet brands are the first time to taste.

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Online brand landing

It can be said that Yin men and Chu language are typical women's clothing brands born in the Internet age.

Beginning in 2015, the group began to move from line to line, launching the project of "Yin man + thousand city stores". This project means that in five years, it will open to 10000 stores in 1000 cities.

As of the end of 2015, "Yin man + thousand city stores" has signed 163 shops, covering 23 provinces and cities, and is still attracting investment this year.

It also used typical Internet thinking.

Fang Jianhua told the first financial reporter, the innovation of Yin man's shop is to fully tap the energy of fans.

"In addition to buying clothes from EMMAN, you can start a business together.

This is an extreme performance of the fans economy.

Fang Jianhua said.

Unlike traditional clothing brand entities, only two dimensional codes are available in the clothing labels of Yin men's shop, and the price and other information can be obtained by scanning code, and it is promised that the style will be updated online and offline, and the prices of goods will also be synchronized in real time.

Consumers can choose to pay cash and support mobile payment.

Cracking the silk is also promoting the layout of the physical store.

Earlier, in its prospectus referred to the cooperation with the electricity supplier platform worries, for example, "if the company can not maintain good relations with the above e-commerce platform," "the above e-commerce platform sales policy and fees, search rules and other major adverse changes".

Prospectus disclosure, split up for 400 million yuan to invest in R & D design, sub brand building, offline channel construction and other projects.

In the next two years, there will be a flagship store with an area of about 1000 square meters in the core business circles of Beijing, Shanghai and Hangzhou. At the same time, a total of 12 80~120 square meters will be opened in the first tier cities and the core business circle of the "second tier cities with strong consumption".

Han Du Yi house is the three most dedicated to online channels.

The reporter learned from his official website that in 2012, he had tried to open a physical store, but for the purpose of clearing goods, not for profit.

Recently, its founder, Zhao Yingguang, has said on many occasions that "resolutely do not open the line and shop".

Seeking listing

These Internet women's clothing brands coincidentally seek listing.

What is the reason?

Although Fang Jianhua's statement is more official, it also has certain representativeness.

He said that the listing of Hui Mei Group is a matter of course.

Listing is to raise funds, but also to enhance the brand awareness of the company, increase the tools and capabilities of expanding business, attract talents, and also reduce the operational risk of the company.

After the listing, the company can also have more opportunities for mergers and acquisitions in the future, and use capital market to expand the company's business.

In recent three years, the income of Hui Mei Group has increased rapidly. The prospectus shows that its operating income was 589 million yuan in 2013, 949 million yuan in 2014, and 1 billion 140 million yuan in 2015.

However, because the new brand quickly hatched and started the construction and operation of offline channels, a large amount of capital investment in this area has led to a decline in net profit.

The prospectus shows that the funds raised by the exchange group will be invested in three major projects, including the upgrading of paction and interaction channels (i.e. the O2O project), fashion brand incubation and construction projects, and information construction projects.

The total investment of the three major projects is 450 million 348 thousand and 700 yuan, all of which come from the listed capital.

In 2015, the Hui Mei group had obtained investment from domestic listed companies.

The prospectus shows that the company's actual controller Fang Jianhua, Dan Yufang and their concerted persons collects 42.58% of the shares of the Hui Mei Group, and searches for 25.20% of the special shares and 13.20% of IDG's capital management.

In addition, Zhuhai Hui Cheng is a platform for Hui Mei Group to set up an incentive plan for employees, accounting for 9.17% of the total share capital of the company.

Star VC, launched by Huang Xiaoming, Li Bingbing and Quan Ren, also invested in Korea's clothes house in September 2014, holding a total of 1.48%.

The industry said that the traditional brand to join the electricity supplier, consumers continue to upgrade the demand for purchase, coupled with new business formats such as micro business, cross boundary electricity providers, and network Hong Kong electricity providers, so that many of the once famous brand survival space has been squeezed.

Therefore, the Internet brand must also pass the pformation, bid farewell to barbaric growth and enter a new stage of development.

Listing can help them get more capital pfusion, more standardized management and socialized operation.

It is worth mentioning that, in addition to women's clothing brand, there is a big wave of Internet brands get together and go public.

Data show that Alibaba platform currently has more than 50 enterprises to launch the IPO plan.

For example, three squirrels, camels, AFU, Han Hou and so on.

To this end, Alibaba's Tmall platform has also set up an "office to assist businesses listing" to serve Internet brand listing.