Hongkong'S Successful Listing: New Opportunities And New Layout Of Shanshan Clothing

In June 27th, Shanshan clothing was successfully listed on The Stock Exchange of HongKong Limited's main board.

"Shan Shan suit, do not be too smart". In 90s, the brand of China's men's wear industry, relying on the way of capital market listing and financing, once again opened its own brand upgrading and value remolding strategy, and promoted the development and expansion of the garment business sector.

Zhuang Wei, chairman of Shanshan Stock Exchange

Shan Shan Senior Management answers reporters' questions

Shan Shan clothing executives, young gold medals and excellent staff and guests take a group photo.

The garment originated in 1989 and grew rapidly with the brand strategy. In 1996, it became the first listed garment enterprise in China.

Shan Shan is a brand that China started earlier and was well-known at that time. It was also the first to put on clothing advertisements on CCTV, and the first to open a suit store in Nanjing Road, Shanghai.

In the 90s of last century, the market share of fir was 37.4% in the domestic market.

According to the consulting report, in the year of 2017, the brand of Shanshan is the fifth largest business dress brand in China.

As the controlling parent company of Shanshan garments, the split garment business of Shanshan shares is listed in Hongkong. On the one hand, it will contribute to the strategic planning and core business of Shanshan stock company and make it more clear and realize the optimal allocation of resources.

On the other hand, it will also improve the professional management and operation efficiency of garment business and new energy business, and enhance profitability and sustainable development capability.

At the same time, it is certain that as the starting point of Shanshan stock, the clothing industry has a special position in the heart of Zheng Yonggang, a founder of Shanshan. He has repeatedly said he will never give up his investment in the clothing industry.

On the day of the listing, Luo Yefei, executive director and general manager of Shanshan clothing brand, said in an interview with the media: "the successful listing of the fir clothing will build a more open platform strategy based on Hongkong's capital market power and international metropolis business resources, and further enhance brand remolding and value upgrading, including further expanding the domestic retail network, improving the supply chain logistics and its inventory management capabilities, using the" data + algorithm + scenario "intelligent retail mode, continuing to expand the new retail channels, seize the new opportunities, and enhance the new image, new value and new status of Chinese fir clothing in the domestic retail market.

"Shanshan clothing was successfully listed in Hongkong, indicating that the clothing of Shanshan has won the approval of the capital market for its good internal growth."

Luo Luo Fei added.

Taking this opportunity, Shanshan clothing will focus on both sides of the supply side and demand side, plan clear strategic direction, and lay down targeted operational strategies, focusing on products, heavy retail sales, heavy network and heavy ecology, so as to achieve high quality development and sustainable development both inside and outside.

At the scene of the listing, in addition to the senior executives of Shanshan clothing, the Gong Gong lineup made up of young gold medals and excellent staff is also releasing the signals from the top and bottom of the Shan Shan, and the comprehensive formation of the brand talents echelon.

Talent is the most important resource to drive the outbreak of Chinese fir.

Professional creativity and efficient execution will help Sugisugi Suke to keep pace with the times.

Products accelerate the penetration of new consumer groups.

After listing, Shanshan clothing will rely on the precise positioning and design empowerment of the two main brands FIRS and SHANSHAN in product design and R & D, and finally finish the definition of "classic + fashion" two wheel drive self identity.

From the current sales situation, FIRS occupies an important position.

As a well known Chinese business dress brand, FIRS has been selected for the 2016 Hangzhou G20 summit ceremonial official sole sponsorship of clothing enterprises.

After listing, FIRS will continue to consolidate the positioning of Chinese classic quality men's clothing "ingenuity paradigm", and further strengthen its own quality control and cultural shaping of "Chinese gentlemen".

At the same time, SHANSHAN, as a "rising star" in the brand of Shanshan clothing brand, is showing good growth.

In the 2015-2017 years, the sales of FIRS brand products accounted for 82.3%, 77.9% and 62% of the total brand respectively. SHANSHAN accounted for 0.3%, 9.1% and 29.4% respectively. The growth rate of the new brand was faster, and the proportion of the new brand increased significantly.

Last year, Shanshan brand spent a lot of money to formally sign the endorsement of Deng Chao, a popular actor in China. The purpose is to make use of its fashionable and intelligent trend to match the more fashionable product design and gradually accelerate the penetration and extensive cultivation of young and new consumer groups.

The owner of Shanshan clothing brand said that after the listing, the clothing of Shanshan will further strengthen the prediction of the fashion trend of the local men's wear and the research on the lifestyle of consumers, and increase R & D investment in the three levels of quality (quality), taste (Culture) and character (Environmental protection), and strive to build a more competitive product structure.

Flexible reengineering of deep collaborative supply chain network

In May this year, the national supplier conference of SHANSHAN brand, with the theme of "building a common destiny of supply chain, stores and headquarters, walking hand in hand, creating a win-win situation", was held in Ningbo.

In the prospectus issued previously by Shan Shan, it is revealed that the next phase of the listing will be aimed at improving the supply chain, logistics and inventory management capabilities. The plan includes: designing advanced warehousing and logistics centers; upgrading existing information management systems; introducing advanced warehouse management systems; upgrading existing stock sharing and distribution systems; and expanding the existing basic information technology infrastructure.

This is also highly consistent with the previous supplier conference.

In 2018, SHANSHAN promoted the strategic cooperation with suppliers as an important development strategy, and achieved full win win with suppliers from the aspects of resource allocation, management and data. At the same time, it put forward the five year target plan of SHANSHAN brand supplier system, and focused on improving the logistics system construction of Suqian Trinity logistics center, including Ningbo intelligent storage center, regional logistics center and some regional distribution and distribution centers, matching the rapid response, efficient operation and personalized upgrading of the flexible supply chain.

The chief executive of Shanshan clothing said that the premise of realizing the flexible reengineering of supply chain network is the deep collaboration and benefit sharing with suppliers.

After market, Shanshan clothing will play a further role in the system operation level and pattern level. In the upgrading process of "wave consumption" to "diversified consumption", the supply chain will maintain an efficient balance between stability and agility, scale production and personalized production.

Data driven for smart retail terminals

The continuous wave of consumption upgrading brings about a retail environment with both opportunities and risks.

The listing of Shanshan clothing will also speed up the layout of the national retail terminal, while improving the online and offline Integrated Retail Channel - "implanted intelligence", becoming the key word of the key to the clothing of the Shan Shan garment company.

At present, Shanshan is at the core of big data architecture. Joint partners have successfully developed and implemented the "Shanshan new positioning intelligent retail data platform", which has completely closed the entire retail data link, and has achieved "acquisition automation, diagnosis automation and operation automation" from shop location, commodity operation, performance evaluation, target setting, and merchandise allocation.

After the listing, in addition to continuously upgrading the store image and creating a more humane retail experience, Shanshan will accelerate the use of Internet and Internet of things technology to understand consumer demand, drive the flow of resources, use large data to draw manufacturing, provide consumers with diversified, personalized products and services, and complete the pformation from traditional retail to smart retailing.

The smart retail of "data + algorithm + scenario" will become the future and core competitiveness of Shanshan new retail.

The specific paths include: continue to deepen the function of smart retailing, and integrate the new technology and the real industry with the help of "social marketing", "Ai" and "supply chain empowerment". This will help the retail terminal to enter the virtuous circle of "automatic decision making, automatic operation and automatic learning", thereby reducing the efficiency and improving the operational efficiency of the retail end, and creating an open and shared retail ecological mode.

We can see that through the strong opportunity of listing on the main board of Hongkong, we will focus on the promotion of Chinese fir.

Brand remolding and strategic breakout are becoming a long and hard way to leverage capital as a lever to increase the value core.

In response, Luo Fei, executive director of Shanshan clothing brand, said: "the entrepreneurial quality of empowerment brands, the exploration of pragmatic innovation, and the face of the capital market, we will maintain a more sober attitude and a more active exploration.

I believe that between the speed of development and the quality and efficiency, we can get a little effort and a harvest.