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C: The Surplus Rose To $791 Million.

2015/6/7 14:28:00 31

PerformanceBrand Strategy

   Xie (Nike Inc) released third quarter earnings, the surplus rose from US $682 million in the same period last year to US $791 million.

Sales rose 7% to 7 billion 460 million dollars, erase exchange rate After conversion Sale Up 13%.

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Baozi announced that it was about to sell all the fashion and apparel business news: the company sold 20% rights and interests for 600 million yuan RMB, and the selling party was the Oriental City Fuhai, the selling behavior would bring more than 480 million yuan profit. It is possible to continue to sell the remaining 80% interest in the next 90 days. However, who will take the remaining 80%? If the brand changes, then what will be the future of baozi?

In June 4th, Baozi Hong Kong shares fell 1.97% to HK $5.98.

It seems to be another case of China's grand tyrant, but it is not the case: in 1961, Ports was born in the Canadian port city. In the 80s of last century, Baozi was bought by Chen Hanjie and sibling, and then entered the Chinese market.

In the early 1990s, Chen brothers successfully sold Ports to China as a brand of women's clothing, which is comparable to Gucci and Burberry.

In 2003, Baozi was successfully listed as a high-end woman dress leader. The stock price rose 12 times after the listing, and its share price soared to HK $31.5 in 2008. Since then, the stock market has declined in recent years, and its share price has dropped to the lowest level last year, HK $2.34, which is only one step away from the stock market.

Last year's dismal performance made Chen brothers accelerate the pace of transformation: the total sales volume in 2014 decreased by 12.1% to 1 billion 879 million yuan compared with the same period in 2013, due to the weakness of China's luxury market. Gross margins remained at 80.8%. Profits plunged 75% to 73 million 200 thousand yuan, and 42 stores were closed throughout the year. Currently, the Group operates 310 retail stores in mainland China, the United States, Canada and the United States.

The withdrawal of the main garment industry should be in the Chen brothers plan: on May 29th, at the annual meeting of baozi annual general meeting, shareholders passed several resolutions, namely, re election, He Kun as executive director and renewal of company as auditor.

Another notable special motion is to change the name of the company, in addition to changing the English name, it also adopts "Bao Guo International Holdings Limited" as a new Chinese name to replace the existing Chinese name "". According to the information obtained from the HKEx, the change of name motion was finally approved by 100%, and the vote was zero.

Shi Hongmei, an analyst with Orient Securities, said: "the reason for the rapid rise of baozi's early stage is to stick to the positioning of high-end brands, constantly strengthen the management capabilities of retail terminals, and integrate the localization of Chinese resources. The main reason for the gradual decline in recent years is that the industry is becoming more competitive and the brand is aging. The saturation of stores can not be cracked and the quality of business is declining. The problem of corporate governance affects brand reputation.

In May 31st, Baozi signed a framework agreement with Orient Fuhai, and orient Fuhai will take over 20% of Ports Asia Holdings (Hong Kong) Limited Limited (hereinafter referred to as "Ports HK"). Ports HK is basically holding the existing fashion and apparel business of all the groups. The reporter telephoned Dongfang Fuhai headquarter, and the staff said he was not aware of the incident.

The name of Orient Fuhai is no stranger to the domestic capital market. The PE's feat was: in December 2014, the joint venture investment center of Union Investment Holdings Group Co invested 1 billion 780 million yuan to successfully resolve the debt crisis of China's wind power.


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