Riddle East Day: 1 Billion 400 Million Years Of Gambling And Medical Beauty

The two high-end women's brands of "long Zi" and "Rhine" are believed to be unfamiliar to many female friends, but the image of Shen Dong day, the founder of them, is vague in the public mind.

In 2011, the [-1.15% Fund Research Report of ranzi shares was successfully listed, and the actual controller, Shen Dong day, invested 14 yuan in the list of China's young rich list with Forbes's fortune of 3 billion yuan in second years.

In addition to the wealth figures, the characteristics of a successful person can not be known about his entrepreneurial career, personal hobbies and so on.

In the search box of Baidu and Google, "the East day of ransday" was searched, and the first 30 pages were searched, and there was no personal interview with Ren Heshen.

All the data points to the group of Listed Companies in Shenzhen.

The only news related to Shen Dong day was "empowered Chinese Korean people in 2014".

Today, although Shen Dong day has appeared frequently in the media, the impression of the outside world is that he wants to lead him out of the predicament and seek the image of pformation.

Data show that the listed shares in 2011, the net profit fell five over the past 60% years.

In 2014, Langer offered the development strategy of "Pan fashion industry interconnected ecological circle" and laid a large layout.

For two years, Shen Dong day has invested nearly 1 billion 400 million yuan in restructuring, but the effect has not satisfied investors. In 2014, net profit fell by 48% compared to the same period last year, and dropped 39% in 2015. According to Shen Wan Hongyuan data, net profit in the first half of this year is expected to drop 10% ~40%.

Without the support of better performance expectations, even with the aura of the "medical beauty first share" in the future, the cross border action of the group has suffered from the "cold shoulder" of the capital market. After the half year suspension of the acquisition, a resumption of trading will usher in a 3 limit, with a cumulative drop of only 30%.

For Shen Dong day's choice of reasons for the cross-border medical beauty industry and how to face adverse problems such as pformation, the relevant responsible person of his company declined to be interviewed on the grounds of "Shen general travel, recently busy".

In the future, whether we can respond to the "upgrading and upgrading of the company's pformation and upgrading", which is described in the enquiry letter of Shenzhen Stock Exchange, will further consolidate and strengthen the company's continuous growth capability.

The main business is facing difficulties.

Under the leadership of Shen Dong day, after the development of more than ten years, he has become the development sample of high-end women's clothing in China.

In the first three years of listing, the compound growth rate of sales revenue reached 58%. In 2011, it successfully landed on small and medium sized boards.

In the year to come, the total business income reached 830 million, and net profit reached 209 million yuan, an increase of 96.2% over the same period.

According to public information, diversified brands and rich channels are the core competitiveness of LAN Zi.

But no one knows the twists and turns. How did a northeastern man forge a fashion brand that claimed "inherited the treasures of French fashion and absorbed the essence of European clothing culture" in just a few years?

It's just that he is not his first business story.

According to media reports, in 1998, Shen Dong day, more than 20, had brought 250 thousand yuan of funds to start the journey in the garment industry.

Once the "fashion king" was defeated under the impact of the Internet economy.

In the A share market, it is Shenzhen's singer, which is the partner of Xia Guoxin's stock. The pressure on the high-end women's clothing is that the chairman of the board has been feeling: "whoever hates, let whoever do the garment industry."

Although there is ridicule, but the clothing industry product life cycle is short, the number of inventory and popularity changes fast and so on, so that the general manager of the clothing industry has always tightened the string.

In this regard, Shen Dong day is also deeply aware of the fact that since 2014, the cold winter has suddenly arrived, and the performance of its shares has been plummeting.

Data show that in 2014, the net profit of the group was 120 million yuan, down 48% compared to the same period last year, and net profit in 2015 was 74 million 460 thousand yuan, down 39% compared with the same period last year.

The decline in performance has been very interesting and has attracted the attention of the regulatory authorities. The Shenzhen Stock Exchange issued a letter of inquiry, urging the specific reasons for the company's employment performance to decline more than 30% for two consecutive years and the ability of the main business to sustain growth.

In the first quarter of 2016, the performance of the group continued to decline.

In the first quarter of this year, the company's revenue was 270 million yuan, down 18.5% compared with the same period last year, and the net profit attributable to shareholders of listed companies was 20 million 760 thousand yuan, down 25% compared with the same period last year.

It is worth noting that in the downturn of the clothing business, the profit of 2015 was supported by financial income, and 3 billion 940 million yuan of funds purchased from the bank's financial products. The financial gain was about 44 million 940 thousand yuan, accounting for 60% of the net profit of the company last year.

In this year's "double share debt" investment background, financial income is hard to make such a contribution.

Seeing "Yan value economy"

Perhaps it is no longer optimistic about the main business prospects of high-end women's clothing. Shen Dong began to push forward the strategy of "Pan fashion industry interconnected ecosystem development" in 2014.

His explanation is that the company has gradually extended the fashion connotation from the narrow sense of "trend, novelty and uniqueness" to the pursuit of the quality of fine and fashionable life.

Reporters noted that the company's cross-border and Shendong Japanese immersion in fashion circles related.

An article from "Global Entrepreneur" said that in September 8, 2012, in order to celebrate the 1st Anniversary appearance of Rand's appearance, Shen Dong day, who had a plain appearance and a northeastern flavor, attended the ribbon cutting ceremony. Ma Su, the most popular TV actress of the year, was standing on the same stage.

Just a month ago, Shen Dong day also asked "25 Chinese in the global fashion industry".

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Native place in Heilongjiang, Zhao Benshan's classmates in the Yangtze River Business School, Marry Ma's colleague, Shen Dong day's label, director of Beijing fashion capital culture communication limited liability company, Beijing Shunyi District CPPCC member, executive director of Beijing Youth Entrepreneur Association, and vice president of Beijing garment and textile industry association.

Under this strategy, the group began to carry out extensive layout.

In November 2014 and December, the company invested 310 million yuan in the sale of the leading brand listed company of Korean baby growing products, which is 26.53% stake in akkhang shares of South Korea Co., Ltd.

In April 2015, the Group invested $7 million 500 thousand and 110 million yuan respectively to get 5% stake in fashion electronics star wardrobe and 20% equity in cross border electric business.

In December of the same year, if the feather ministers realized the new three board listing.

By June 2015, the Group invested less than 50 million yuan with GF Securities [-2.04% Fund Research Report] jointly set up Zhuhai Guang Fa LAN Zi Internet fashion industry fund Cci Capital Ltd, and jointly set up Zhuhai Guang Fa.

Fashion industry fund phase 1.

In December of the same year, Shen Dong day invested about 330 million yuan to invest in South Korea's largest professional mask research and development, production and marketing enterprises.

Subsequently, the group was suspended for major asset restructuring and restructured several key companies involved in two industries: Fashion e-commerce and medical beauty.

In June 3rd this year, the company announced that the restructuring plan was aborted and continued to be suspended.

However, the termination of the restructuring plan did not affect Shin Tung's industrial layout.

In April this year, the group completed the strategic investment of DMG, a Korean cosmetic and beauty care group, with a total of 25 million 200 thousand yuan, holding a total stake of DMG30% and formally entering the medical beauty industry.

In June 13th, the group announced that it invested 100 million yuan, and set up with Chen Hui capital to set up an Internet Fund for China and Korea to upgrade consumption.

At the same time, the group has announced that it has invested 327 million yuan to acquire 63.49% stake in Milan Bai Yu medical cosmetology in Sichuan, and 70% stake in Shenzhen Milan Bai Yu medical cosmetology, Sichuan cosmetic medicine cosmetology, Xi'an crystal skin medical cosmetology, Changsha Furong District crystal skin medical cosmetology and Chongqing skin care medical cosmetology.

In addition, he also promised to increase capital to Sichuan Milan by 75 million yuan and raise its shareholding ratio to 70%.

After taking 6 medical beauty agencies at a stretch, the group became the first medical beauty in the A share market.

The four big plates of baby, cosmetics and medical beauty constitute the "interconnected ecological circle of Pan fashion industry". Shen Dong has spent nearly 1 billion 400 million yuan on pformation, and the proportion of medical cosmetic with high gross profit and high growth rate is more than 50%.

However, the capital market did not give recognition to it. Since the resumption of licensing in June 20th, the long term suspension of shares has been suspended for 3 consecutive days, with a total drop of nearly 30%.

As for the "beauty value economy" that looks like a beautiful look at the group, many people in the clothing and textile industry said to investors newspaper that "medical cosmetic hairdressing rate is very high, but as competition intensifies, the cost of getting passengers gradually increases, and the net profit is not good."

An analyst pointed out that the pformation of the group was not working properly.

His reason is that despite the downward trend of the domestic economy, high-end women's clothing is facing some problems at present, but similar enterprises such as the singer did not appear to be a big drop in the performance of the group.

A cross - boundary dilemma

The disapproval of the industry does not prevent Shen Dong's pformation.

Although in the first quarter of this year, the cash balance of the bank's shares was less than 200 million yuan, after the resumption, the company announced that it would not raise more than 900 million yuan to raise funds, and continue to plan for the field of medical beauty and baby.

In the pan

Under the strategy of "Internet ecosystem", we are ready to build 3 comprehensive medical beauty hospitals with 8 thousand ~1 million square meters in the next two years, open 30 medical beauty clinics with 1000 square meters, and set up 150 flagship stores and performance shops for Akabon's children's wear brands.

The two business plan has invested 1 billion 84 million yuan to make radical expansion through financing. In addition, Shen Dong day has been in the field of clothing and has no experience in medical cosmetology. It is inevitable for investors to worry about the development of the company.

For reasons of pboundary medical cosmetology, he did not give the answer.

Financial analysts in accordance with the general idea that the company's pformation is a decline in performance, the company's active development, to speed up the diversification of layout.

However, an observer who has been in the clothing field for many years said that after the listing, the company's early and excessive investment in high-end women's clothing business led to a sharp decline in performance.

"The macroeconomic downturn is not necessarily the core factor affecting performance. Last year, there was still a case of rising performance in the field of clothing segmentation. The real reason is the change in the company."

The above analysts pointed out that with the "Pan fashion industry interconnected ecosystem" strategy put forward, the energy has been used on other business segments, the attributes of the high-end women's clothing company began to change, and after that, the performance of Langer was falling.

Why did it take a series of pformation after 2014? Wang Yanqiu, a representative of the securities company, said in an interview with reporters: "because we lost profits for the first time in 2013, this led us to be in.

There is an introspection process in the management and long-term strategic planning of Future Ltd, which makes us think about how to do well in women's clothing business and how to build a long-term development strategy in the future.

In recent years, A share listed companies have become a common practice across the border. There are many cases of success and failure. The use of this "double-edged sword" will become a benchmark of "turning the old into a new one".

Shen Dong led the group to take the pformation of "express train". The current consideration is his grasp of direction and the change of operation mentality.