Leaders Of Garment Enterprises Should Enhance Their Strategic Height

In November, Guo Shu, the newly appointed chairman of the SFC, was appointed to the office for the first time. For clothing and apparel enterprises, it was also a month of bustling, sad and happy days.

In November 2nd, women's clothing enterprises in Shenzhen were listed on the list of ladies' houses. On the 11 day, the famous Guangzhou men's clothing business card slave road was successful. On the 24 day, Guang Hao international from Shandong and Weifang's main fabric and underwear successfully landed on the stock exchange of Hongkong. On the 25 day, Fujian sports Jinjiang and NBA superstar had the same name and irrelevant Jordan sports through issuing examination. On the 29 day, the 100 yuan trousers industry from Taiyuan started the road show, and the issue price was 25.8 yuan. On the same day, it had "SANTA BARBARA POLO & RACQUET CLUB", "JEEP" and "run Deng mist".

Also in November, Bosideng, the largest feather clothing enterprise, announced the purchase of Shenzhen women's wear Jesse, officially entered the field of high-end women's clothing. Kaiser shares 60 million 900 thousand yuan to expand Yu Xin Guangdong, has a number of international brands in the domestic authority, and strengthened the layout of the national channels; the shoe giant BELLE international or will buy the leading sports goods in Shenzhen, not only continue to maintain the absolute right to speak in women's shoes, but also strengthen the strong position of sports goods; on the 25 day, Xin He Group announced that it had invested in the luxury goods giant LVMH, and owns six brands such as Zhuo ya JORYA, JORYAWEEKEND, GIVHSHYH, ANMANI, CAROLINE and AIVEI.

Or in November.

Behind the bustling news shows

At this stage, the owners of enterprises who want to embrace capital wants to be listed should have certain economic strength and mature experience, to some extent, the "successful" enterprises in the industry, but it is precisely because of this success that they will habitually apply industrial management thinking, lack of capital strategic awareness, not be able to act quietly, think quietly and respond calmly, and have no systematic planning and arrangement.

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The listing of clothing enterprises usually takes a year or even a few years, and its success is limited by many external factors.

At the same time, the internal problems of enterprises will also affect their listing.

Many clothing business owners have many years of experience in actual operations, but the understanding of the capital market is still understood in the way of product management, with short preparation time and lack of guidance from professional organizations.

According to past experience, IPO of garment enterprises is mainly concerned with seven major problems, such as continuous profitability, standardized operation, financial accounting, independence, subject qualification, fund-raising application and information disclosure. In particular, it mainly focuses on such aspects as insufficient profitability, missing historical operation data, inconsistency between operational efficiency and performance, weak ability to resist risks, continuous core competitiveness, excessive packaging and doubtful stock ownership.

Whatever the reason, the final result is the same.

The issuance and listing of enterprises is a systematic project. Before the enterprises are ready to go public, they find a good partner who knows both the industry and the capital. It helps the enterprises to go public very much. Through the assistance of professional companies, it systematically sorts out and sorts out all kinds of problems. By comprehensively evaluating and standardizing the quasi capital operation of the reorganization, the enterprises can improve their understanding of the capital market, effectively solve historical problems, know how to choose intermediaries, and need to introduce strategic shareholders.

In addition, through the quasi capital operation of professional companies, it helps enterprises improve their valuation level in terms of brand operation, marketing channels, mode construction and capital investment. It integrates organic brand building, channel construction, mode construction, entity operation and financial measurement together. On the basis of standardized development, it actively introduces strategic investors, reasonably determines the mode, place and timing of financing listing, ensures that project enterprises grow rapidly in the industry competition, realize capital value, respond to the challenges of capital market, and create a good internal and external environment, which is obviously beneficial to the listing of garment enterprises.

In fact, enterprise management emphasizes strategy and capital stresses strategy. Capital strategy refers to the systematic integration of brand and marketing by means of capital, such as investment, financing, asset reorganization, merger and acquisition, restructuring and listing, with the aim of maximizing capital value.

To strengthen the sense of capital strategy, or to build a capital strategy system, for fashion dress enterprises, there are nine ways to carry out the fashion business: (1) the development direction of vs industry; (2) business mode vs management; (3) brand strategy vs market positioning; (4) marketing channel vs value innovation; (5) product R & D vs technology capability; (6) financial situation vs development prospect; (7) corporate culture vs team building; (8) acquisition strategy vs Resource Allocation; (9) enterprise value vs shareholder interests; these contents are also the total conclusion of the industry experience than blue investment for many years.

From a phased point of view, we should not only pay attention to the preparation before the listing, but also consider the valuation and issuing pricing of the listed companies. How much the issue price will directly affect the amount of capital raised, and carefully manage the market value after listing, which determines whether the capital can be added to the value and whether it can meet the needs of competition and development.

On the completion of this article, we also see that the SFC has made the most severe punishment in history for the two unfulfilled sponsor representatives in the IPO process of Shengjing mountain and river, and directly revoked its sponsor qualification.

Guo Shuqing, chairman of the securities and Futures Commission, issued the first opinion on the capital market. "Thieves steal a cabbage from the vegetable market, people will be filled with indignation. But if someone reaches into the wallet of thousands of shareholders, it will not attract people's attention."

He stressed that there would be zero tolerance for insider trading and securities and Futures Crimes.

Finally, it is also hoped that the entrepreneurs' friends can strengthen and improve the sense of capital strategy, truly understand and respect the rules of the game in the capital market, make reasonable and lawful use of tools, properly solve and deal with the normative problems that may exist in the aspects of history, corporate governance, independence, information disclosure, competition and related pactions, rationally build brand operation, marketing channels, design research and development and business models, fully demonstrate the profitability and growth of enterprises, fully adapt to the all-round competition in the capital age, and make the cause develop further.