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Birds Of Fortune, Birds Of Good News, Birds Of Noble Birds: There Are Always Some Birds That Fly 2019.

2020/1/2 12:38:00 0

Bird Of Wealth

In 2019, it was extremely cold for some industries and people.

Among them, the shoe clothing industry is particularly cold.

Soon we will cross the year and invest in the embrace of 2020. However, some brands and enterprises have broken their wings in this year, some of them are flying less than 2019, while others are still waiting for the dawn.

Chinese entrepreneurs always like to bring "bird" in their own brand names, such as: birds, birds and birds. The meaning of "birds" takes off, literally pointing to a bright future, with the simple and beautiful wishes of the founders.

However, not all birds can fly all the way.

Noble bird: fatal diversity

In December 25th, a "risk warning notice" was issued by the noble bird.

The bulletin shows that the 2018 revenue of 2 billion 800 million yuan was 680 million yuan, and in 2019 1-9, the revenue was 1 billion 170 million yuan, down 49.2% from the same period last year, and the net profit loss was 160 million yuan. If you continue to lose money in 2019, you will be warned of delisting risks.

As the performance continues to slump, the risk of large debt default and shareholding pledge, freezing and auction risks of controlling shareholders also fall due to tight liquidity.

A month ago, the 37 million 695 thousand tradable shares of Fujian under the auction were auctioned by the Xiamen intermediate people's court.

In 1987, the precious birds took off from the "China Shoes Capital" Chen Dai Town, Jinjiang, Fujian, aiming at the three or four line city, and the main cost-effective sneakers were endorsed by Andy Lau and Cecilia Cheung, and the fire spread all over the country. When they flew into the Shanghai Stock Exchange in 2014, they were known as "China A shares sports first stock".

After the listing, the ambition of the precious birds rose, and the intention was to establish a sports industrialization group, suffering from the "buy and buy" syndrome, deepening the layout of the sports industry, and once entering the insurance field.

However, contrary to expectations, the diversified industries that spent a lot of money in layout not only failed to gain the main force, but rather took a serious toll. The acquisition business has become a hot potato and its main business is at risk.

In 2018, the performance of the first bird lost 688 million, and the crisis broke out. The precious birds urgently brake, "break arm to survive", sell assets including Kang Pai Si, tiger pun, Jie Xing and so on, trying to "return to the main business". However, the shoe and clothing market has been for a while.

At present, the price of the noble bird is 5.82 yuan, and its market value is 3 billion 658 million, less than 1/10 of the peak period.

Bird of wealth: P2P gets in trouble.

The birds are still struggling in the stock market, and the delisting of rich birds is a foregone conclusion.

Before the suspension, the price of fortune bird was HK $3.88 / share, with a total market value of HK $5 billion 189 million.

Since its listing in 2013, fortune bird has been listed for 6 years and has been suspended for 3 years. Due to huge losses in recent years, the stock market was suspended in 2016. During the period, Fu Fu bird experienced a series of minefields ranging from debt default, illegal guarantee and letter to Phi, and once owed more than 4 billion yuan.

Founder Lin Heping began making sandals and slippers in 1984, and later locked his business in leather shoes. In 1995, the bird of fortune flew off in Shishi, Fujian. At its peak, it has nearly 10000 employees and over 3000 stores. The Chinese National Women's volleyball coach Chen Zhonghe and Lu Yi were their spokesmen.

With the downward trend of the market environment and the impact of the footwear market, the business situation of shoe enterprises has gone from bad to worse. Fortune birds choose to cross the market downturn through financial leverage. During the period from 2015 to 2017, many companies such as mineral company, P2P company and small loan company emerged under the banner of Fu Kui bird. The potential deficits and breakages caused by these operations laid the foreshadowing for the tragedy of the rich birds.

Finally, because of the failure to pay bonds, the crisis of fortune birds broke out. With the abortion of bankruptcy reorganization plan, Fu Fu bird went bankrupt in August 26th.

In October 9, 2019, the bankrupt assets of rich birds were rap in Ali's judicial platform. Unexpectedly, no one should auction the two auction, until the third time of the auction took 234 million yuan.

  Wedding bird: a sad song

At the beginning of 2019, the news birds first reported "bad news". In April of that year, co-founder Wu Zhensheng died in a car accident, at the age of 54.

In 1990, Wu Zhensheng founded Zhejiang Yongjia County wedding bird clothing company, opened a clothing store in Hangzhou Sijiqing, and first registered in Beijing with its OEM OEM counterparts in Beijing.

In 1996, the newspaper bird joined the other Zhejiang clothing companies to set up the wedding bird group. Wu Zhensheng, one of the founders, later promoted its listing in Shenzhen Stock Exchange and became the first domestic clothing company listed in Wenzhou. According to the data, Wu Zhensheng once held a 20% stake in the newspaper bird group.

However, as an old brand of high-end men's clothing in China, the wedding bird is a little silent in a lot of fashion brands.

Beginning in 2013, by the cyclical influence of the men's clothing industry, the performance of the wedding birds fell into turmoil until 2017.

The way to get rid of difficulties is to march to the Internet financial industry. Since 2015, it has invested in China's Internet banking business, such as Renren installment, Yongjia Hengsheng village bank, Wenzhou loan, pocket finance and so on, but most of them are in a state of loss.

In February 2019, the good news bird turned to a 10% stake in the small fish gold clothing at a loss of 45 million yuan, and was considered to be a sign of abandoning its entry into the Internet financial industry.

According to the announcement, in view of the changing situation of the Internet financial industry and the uncertainty of industry regulation, it decided to divest the P2P business and concentrate resources on the development strategy of "one principal and one pair".

In the three quarter of 2019, the news birds had a turnover of 739 million yuan, up 7.73% compared with the same period last year, with net profit of 51 million 658 thousand and 300 yuan, up 65.42% over the same period last year. The news bird expects net profit to rise by more than 50% in 2019, but a large part of it comes from government subsidies.

Therefore, the capital market has not been bought.

In 2019, the good news bird finally ended the history of decentralization of stock ownership and ushered in the household. Today, the largest shareholder of Wu Tingting is 15.24%. Followed by founder Wu Zezhi, holding 10.35%, the third largest shareholder holding only 2.25%. Wu Tingting, the daughter of Wu Zezhi, was born in 1989 and has been holding shares since 2017. Now he becomes the controlling shareholder of the wedding bird.

What is fascinating is that in 2019, a number of executives' holdings of shares took place, pointing to the critical moment that the enterprise was in the "two generation succession". At the same time, the huge uncertainty of fate is hanging over this old clothing enterprise.

   Last words

When the tide recedes, we will know who is swimming naked.

The situation of these "birds" on A shares actually reflects the predicament of the Chinese shoe and clothing market at the moment. Coincidentally, in 2019, La Natsu Bell burst warehouse losses, Daphne ushered in the shop tide.

When the market is in the pioneering stage, the growth of enterprises is like an accelerator; when enterprises enter the stock market, competition is hard power, and blind diversification often leads to destruction. Therefore, "returning to the main business" has become the key word of more and more shoe and clothing enterprises in 2019.

At the same time, hanging on the top of these old enterprises, there is a sword of Damour, a new generation who has become the main body of the market and replaced the consumption context. How to establish a market position through innovation and transformation has become a common proposition for old enterprises.

Source: Zhang Hangying, author of Internet business in the world

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