A'S Gross Profit Margin Is Excellent, And Yunfeng Fund Is The Three Shareholder.

Limited by Share Ltd (hereinafter referred to as "Di Su fashion") recently disclosed the prospectus on the official website of the SFC. The company intends to issue no more than 60 million new shares on the Shanghai Stock Exchange, and the funds raised will be used in four major projects, such as marketing network and brand building.

The company is the main underwriter of IPO, CICC.

The prospectus shows that the total amount of fund-raising in this IPO is about 2 billion 413 million yuan, of which 500 million yuan is used to supplement other working capital related to main business, and 1 billion 777 million yuan is used to invest in marketing network and brand building projects. 95 million 793 thousand and 200 yuan and 40 million 110 thousand yuan are used respectively for information system upgrading projects and R & D center construction projects.

According to the data, di Su fashion is one of the famous fashion Brand Company in China. Its main business is the design, promotion and sales of high-end brand women's clothing.

At present, our company has three core brands: "DAZZLE", "DIAMOND DAZZLE" and "d zzit".

In 2014-2016 years, the company achieved operating income of 1 billion 774 million yuan, 1 billion 852 million yuan and 1 billion 816 million yuan respectively, with net profit of 463 million yuan, 503 million yuan and 522 million yuan in the same period.

The reporter noted that the gross profit margin of the 2014-2016 year sales of Di Su fashion was 72.55%, 74.54% and 75.17% respectively, while the average value of the industry was 70.67%, 70.71% and 67.19% during the same period. Meanwhile, the daily fashion of the near future was going to be sold at 58.84%, 61.73% and 61.74% in the same period, while the listed shares were 60.66%, 60.66% and 60.66%.

It is understood that the distribution mode of Di Su fashion is one of the main selling modes of the company.

As of December 31, 2016, the company's distribution terminals reached 620. In 2014-2016, the distribution mode revenue accounted for 50.90%, 53.37% and 48.51% of the company's main business revenue respectively.

The prospectus also shows that the actual controller of the local fashion is Ma Ruimin.

Before this issue, Ma Ruimin and its related parties controlled 84.68% of the company's shares through direct or indirect shareholding.

After this issue, Ma Ruimin and its related parties will still control 71.98% of the company's shares through direct or indirect shareholding.

In addition, Ma Ruimin is the chairman and general manager of the company, and its associated party, Ma Li Min, is vice chairman and deputy general manager of the company. Ma Shumin is the company's director and Jiang Ying is the company's director and Secretary of the board.

In addition, Yunfeng fund holds 34 million shares, with a shareholding ratio of 10%, and is the third largest shareholder of the company.

Brand positioning: urban women with strong purchasing power

In addition to the differences in business models, Xiaobian noted that although the brand strategies of the three companies have different emphasis, market positioning is more consistent.

For example, Ge Lisi is a single brand sales oriented, specializing in "ELLASSAY" (Ge Lisi) formal dress, leisure and advanced three series.

The core consumer group is a modern urban woman with fashion and elegance and quality of life.

Langer is mainly in the high-end women's clothing market, and owns many brands such as LANCY FROM25 and MOJO.S.PHINE.

Target consumers are 18~55 years old urban mature, fashionable and white-collar women.

At present, there are three brands of "DAZZLE", "DIAMOND DAZZLE" and "d'zzit", which correspond to the high-end, high-end and mid end women's clothing market, mainly attacking the female consumer groups of the age of 18~45.

However, as a relatively new market segment, our country is in the middle.

Market concentration is still low.

According to the Euromonitor Research Report of the third party Research Institute, according to the annual retail sales of high-end women's clothing brands, the "DAZZLE" brand ranked fourth in China in 2014, and its market share (from retail sales) increased from 1.42% in 2013 to 1.61%.

In the same period, the market share of LANCY was eighth (1.03%), while that of singer was not the top ten.

It is worth mentioning that this year (to November 19th), A shares

The overall performance of the plate is commendable, and so far the cumulative increase has reached 87.64%.

Among them, the same period of the increase in the price of 148.54% and 80.65% respectively.

For more information, please pay attention to the world clothing shoe and hat net information report.