Clothing Brand Clothing Tiancheng Is Preparing For IPO Listing

According to the world clothing shoes and hats net, recent news, zero financing.

Brand clothing Tiancheng is preparing for IPO listing.

In 2017, Du Lijiang, founder of clothing Tiancheng, told reporters that CEO was preparing for capital.

The application is expected to be submitted in 2019.

In 2007, Du Lijiang resigned from a highly paid job in a foreign company and threw himself into the clothing industry that he had never met before. He took the goods from the market to Taobao to sell it. In 2009, Du Lijiang began to invest in the self built supply chain, and successfully registered clothes in 2010.

At the same time, he opened a flagship store in Tmall, which was a simple casual man's clothing, positioned at the age of 20-30.

At present, the company has owned nine brands of clothing, such as men's clothing, clothing, women's clothing, dialogue, entertainment, Milda, KOJO, luxury, NMAX, clothing, Tiancheng children's clothing, etc.

Clothing products have been settled in Tmall, vip.com, Jingdong, Taobao and Suning.

In 2013, the men's clothing products started to launch three pairs of women's wear brands, including clothing, Tiancheng children's clothing, and the sales of children's clothing. However, the sales of children's clothing greatly lagged behind. Du Lijiang sold nearly two million of the children's clothing stock and stopped selling the brand. Until the second half of 2015, the clothing brand became a new product.

The All-Star strategy has never stopped.

For the choice of spokesperson, Du Lijiang has his own opinion: "fashion sense is strong, has a strong influence on the young people, the face value is higher, and has a strong sense of substitution."

In 2015, Wu Lei signed the actress Angelababy as the brand spokesperson. At the beginning of 2016, Yi Tian Tiancheng gradually signed a spokesperson with four stars, such as Wu Lei, Song Jia, Rhododendron and Tang Yixin, and in 2016, the clothing product Tiansheng led the five stars to open live content marketing.

To sum up, in recent years, Chengdu is catching up with hot spots and catching up with the trend.

From 2013, to expand other sub brands, catch up with star effect in 2015, broadcast the air outlet in 2016 and the content marketing in 2017, these things have something in common with Du Lijiang's new retail layout. He thinks there are two main directions for future brand development: one is scenario marketing, the other two is personalization.

To create a brand image and choose a celebrity endorser is an important trend. It is also a trend in all fields. After all, the influence of the star effect, net red effect, or the so-called "opinion * * *" discourse power is not small. Only under the trend of consumer escalation and consumers tend to be rational, can the star effect really guarantee the brand's staying enduring for a long time?

In fact, through the development and dynamic situation of clothing products in 2017, it seems that more and more external marketing integration is carried out through IP resources and platform providers, and the news of supply chain advantage, which is equally important and mentioned, seems to have not been reflected too much.

In 2017, Du Lijiang also referred to the clothing industry as the whole industry chain clothing, and made three pformations: user needs, likes and inseparable things, and marketing cross boundary integration.

The rugged road of clothing listed companies

Let's talk about the difficulty of clothing enterprises going public.

In 2017, China's IPO A share listed companies reached 9, namely, Taiping bird, Wanlima, an Zheng fashion, Mu Di Di, Anne, Japanese fashion, di Su fashion, starting stock and La Natsu Bell, which is the largest number of IPO in garment enterprises.

Behind the bright colors, these garment enterprises are also experiencing sadness and joy after listing.

The following table is a reporter's inventory of the A share market of garment enterprises in 2017:

Ningbo's Taiping bird fashion apparel Limited by Share Ltd's six year listing Road:

In January 2017, Pacific bird successfully landed at IPO at Shanghai Stock Exchange.

In fact, it went on the market for six years. In 2011, Taiping bird officially launched the listing process. During the period, it experienced two share reform, three years' normative period and three consecutive shocks.

So Zhang Jiangping, chairman of Taiping bird, said, "IPO has been out of temper for many years."

However, after the listing, the Pacific bird is still full of ups and downs. According to public information, the first quarter of 2017 achieved three yuan in operating income of 4 billion 313 million yuan, an increase of 9.73% compared with the same period last year, while the net profit of 170 million yuan dropped 28.73% compared with the same period last year, closing 168 stores.

For a long time, the IPO problem of clothing has been flooding the whole industry. In 2011, the overall trend of the industry was downward, homogenization competition was serious, overcapacity and profit margins were low. Under this pressure, domestic garment enterprises began to enter the stage of integration of industrial resources, capital operation and international cooperation. In that year, because of the serious phenomenon of high inventory in clothing industry, the veto rate of IPO was as high as 50%.

So it is not appropriate for the Pacific bird to choose to go public for 20111 years.

According to public information, Taiping bird submitted the prospectus again in October 28, 2014. Until July 2016, the SFC issued feedback on its application documents. In the month, Taiping bird submitted a prospectus for listing and financing. In December 2016, the securities and Futures Commission formally approved the public offering of Taiping bird * * and was successfully listed in early 2017.

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Similarly, in May 2017, the fashionable high-end fashion market for IPO was once favored. It is reported that its third largest shareholder is the Yunfeng fund co founded by Ma Yun and founder of Yu mass media. After the IPO meeting, the company actually controlled Rui Min, who was forced to suspend the listing process due to his ex husband and former mother-in-law Ye Dan Snow reporting.

The reporter saw in Dongfang fortune net that the announcement of "Di Su fashion" has been suspended in May and has not been updated yet.

In 2017, La Natsu Bell, the last woman who sprint IPO, was also the main woman in the market. It also hit IPO's Listing 6 times in 3 years.

La Natsu Bell submitted an application for IPO to the China Securities Regulatory Commission in 2012. Unfortunately, he caught up with IPO's eighth "closing gate". At the end of May 2013, La Natsu Bell was terminated by the SFC, and the impact of A on the stock market ended in failure.

In November 2013, La Natsu Bell turned to the HKEx and was listed on the Hong Kong Stock Exchange in 2014. However, due to the poor performance of Hong Kong stocks in the past, the A shares were re turned to two shares in 2015.

It was not until 2017 that it finally came into the market, but the listing feast also completely exposed the problems of La Natsu Bell's low efficiency, high inventory, e-commerce business and multi brand strategy expansion, so it solved the difficult problem of listing and faced the thorny issue exposed after the listing.

In addition, in February 14, 2017 and May 31st, Andre fashion and daily fashion also experienced two rounds of IPO sprint.

In December 2017, IPO, a sporting goods company devoted to the development, production and marketing of sports shoes and accessories and accessories, was also owed $636 million in debt.

Of course, to live, it is necessary to spell, live and die. In a short time ago, Ochirly, the Limited by Share Ltd of Hertz group, the women's clothing company Ochirly, announced that IPO will be publicly issued not more than 127 million shares on the Shanghai stock exchange, and plans to raise 3 billion 200 million yuan for the expansion of new self operated stores.

Therefore, clothing products are ready for IPO. This ambition is also necessary. The ideal is very plentiful and the reality is very skinny. Anyway, there is a saying: dream is still there, if it is realized!

The clothing industry has been in deep water. How will it develop now and in the future?

According to the latest textile and clothing research report, the spinning and weaving board will be warmer in 2018.

In the short term, the colder winter in the north in 2017 has made the resurgence of the Q4 clothing terminal retail for 17 years. The Spring Festival in 2018 is expected to lengthen the sales season for the winter clothes before the Spring Festival, and the 18Q1 sales of the good textile enterprises.

In the medium term, the continuation of the upgrading of consumption makes China's overall spinning and weaving data continue to improve and is expected to continue in 18 years.

In the long run, after years of adjustment, the overall competitiveness of Chinese brand clothing has been gradually enhanced, and manufacturing enterprises in China have gradually enhanced their own production capacity.

Under the new retail industry, online and offline integration accelerates, and many garment enterprises accelerate pformation and upgrading.

In 2017, Hai Lan House, a large clothing enterprise, acquired 10% stake in URBAN REVIVO parent company in August. It is intended to push forward the development strategy of the company to build a fashion industry ecosystem and brand operation platform. In October, it increased its 44% stake in Ying Ying Baby Products Co., Ltd. with its own capital of 660 million yuan, and began to set foot in the infant consumption market.

Also in December 2017, Semir apparel bought its brand "children's Bala Bara".

Under the trend of consumption upgrading, the online business bonus has reached the bottleneck, and the real economy has been gradually taken seriously.

This will also mean that the form of offline stores has again attracted attention.

In 2017, the physical retail development presented the following characteristics:

1, the growth of sales scale accelerated.

According to the 2700 typical retail enterprises monitored by the Ministry of Commerce, sales increased by 4.6% over the same period last year. The growth rate was 3 percentage points higher than that of the same period last year, and sales increased by 26.8% through e-commerce, and the growth rate increased by 3.2 percentage points.

2, the profitability of enterprises is enhanced.

It is reported that in 2017, the typical business profits and profits increased by 8% and 7.1% respectively, and the growth rates were 6.5 and 11 percentage points faster than the same period last year.

3, the main business format is getting warmer.

According to the relevant data, in 2017, sales growth of specialty stores, professional stores, supermarkets and department stores were 8.3%, 6.2%, 3.8% and 2.4%, respectively, up 6.6, 3.3, 1.9 and 2.7 percentage points respectively.

To sum up, perhaps in 2018, garment enterprises will have the following trends:

With the acceleration of brand competition, the emerging industry will become a trend. User experience will become more important under the upgrading of consumption, and online or offline will become more closely. The emergence of a new generation of consumers will lead to the emergence of more personalized clothing.

In fact, for the physical retail enterprises, the new format, the whole channel, the supply chain and the advance channel sink is an important trend in recent years, which is also consistent with the clothing brand enterprises.

It is reported that Yi Tiancheng is setting up its own supply chain and warehouse, but it has not yet touched on offline stores. Under the new retail environment, the clothing industry has not touched the line. Will it have any impact on its future development?

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