The concept of online popularity, as well as the roller coaster like stock price trend, make the parent company of famous children’s shoes brand abckids (603557. SH) get the attention of the outside world. < p > < p > only in the three days from September 22 to 24, eight announcements were issued in succession to remind and explain the abnormal fluctuation of the company’s stock price. After getting Kwai BA’s stake in the fast brother, the initial shares were cut 5 trading days, but after the company issued a notice that the controlling shareholder was holding down, the company immediately appeared 2 limit. And the controlling shareholder’s “divine operation” has also been questioned by the outside world. < / P > < p > started with children’s shoes, and then gradually expanded its business to children’s wear business. But in the second year after its listing in 2017, its profitability has changed. If you include the first half of this year, the company’s net profit has been declining for three consecutive years, and the range is gradually expanding. Seeking transformation has become the top priority, and new retail has become one of the choices of starting stock. The company mentioned that the company will improve sales performance through new live broadcast and new retail channels, as well as enhance online and offline integration. < p > < p > the founder of sustainable fashion, Yang Dayun, told China Business Daily that the use of webcast will help improve the performance in the short term. In the long run, starting stocks still need to be planned. “We can try multi brand management, cover different markets through different brands, and improve the competitiveness of our products.” He said. < p > < p > from September 18 to 24, Wu Jianjun, the Secretary of the board of directors of the company, was very busy. In seven days, he communicated with 270 securities analysts through telephone conference and on-site reception. The main content of communication is mostly related to the Kwai Fu brother’s stake. On September 15, Hong Kong start International Group Co., Ltd. (hereinafter referred to as “Hong Kong start”) and Guangzhou Xinxuan Investment Co., Ltd. (hereinafter referred to as “Xinxuan investment”) signed a share transfer agreement. On September 16, the equity change announcement of start-up shares announced that Hong Kong started to transfer 5% shares of the company to Xinxuan investment and Zhang Xiaoshuang respectively at a price of 9 yuan / share, with a total amount of 432 million yuan.
Xin Xuan investment controlling shareholder is Xin You Zhi, is “fast brother Kwai” Sinba, platform fans nearly 60 million. In 2019, Simba’s personal Gmv will exceed 13 billion yuan. Zhang Xiaoshuang is the co-founder of Xinxuan investment and the person in charge of Xinxuan supply chain. < / P > < p > 2020 is a crazy year for live delivery. Including Saturday, Mengjie shares and many other listed companies in cooperation with the network celebrity anchor, stock prices have experienced dramatic fluctuations. Starting stock is no exception. During the five trading days from September 17 to September 23, the stock price rose continuously from 11.55 yuan / share to 16.92 yuan / share, with a cumulative increase of 61.14%. < p > < p > in addition to soaring, the initial shares issued risk tips. On the evening of September 23, the company’s announcement mentioned that since September 17, 2020, the company disclosed that the controlling shareholder Hong Kong started to sign a share agreement with Xinxuan investment and Zhang Xiaoshuang to the disclosure date of this announcement, Hong Kong started to reduce 0.36% of the company’s total share capital through centralized bidding transaction. < / P > < p > on the one hand, the stock price is soaring, on the other hand, the controlling shareholders “precise reduction”. With doubts, the capital market began to vote with their feet. In the next two trading days, the starting shares closed at the limit. As of September 28, the company’s share price was 13.68 yuan, down 5.79%. In response to the reporter, the company’s controlling shareholder’s initial reduction in Hong Kong and the timing of the reduction are the actions of the controlling shareholder, and the specific reduction plan has been announced through the announcement. < p > < p > the reporter noted that for the initial shares that landed on the capital market in 2017, Hong Kong, its controlling shareholder, started to hold all the restricted shares of listed companies. The ban was lifted this year, and it was listed and circulated on August 18. On August 28, Hong Kong started to issue a reduction plan. From September 17 to September 23, Hong Kong started to reduce 0.36% of the company’s shares from the signing date of the above equity agreement to September 23. < p > < p > < p > the initial contact time between the company and Xinxuan investment was not disclosed to the reporter, and the internal relationship between the reduction plan of major shareholders of start-up shares and the online celebrity cooperation could not be confirmed at present. However, in the view of Shen Meng, executive director of Xiangsong capital, the company has been planning to reduce its holdings and cash out for a long time, and there is some contingency in the concept of hot spots. “Only from the current information, the possibility of large shareholders of listed companies to cash in hot spots is very high.” In fact, the cooperation between listed companies and online celebrities is not an isolated case. In May this year, Mengjie announced its cooperation with Taobao anchor Weiya. News, Mengjie shares rose sharply. From May 12 to 22, Mengjie’s stock price continuously pulled out seven limit boards, and the market value rose more than 3 billion yuan. It is just that live delivery has not significantly improved the company’s performance. According to Mengjie’s disclosure, after the cooperation in 2020, the accumulated sales amount of Weiya with the goods is 8.1212 million yuan, accounting for 0.31% of the company’s audited operating income in 2019; the payment fee is 2132400 yuan, accounting for 0.30% of the audited marketing expense in 2019. < / P > < p > “the professional ability of Xinxuan investment in e-commerce live broadcast and supply chain construction is expected to rapidly inject Internet gene into the company in the future.” Starting stock told reporters. < / P > < p > in addition, the company mentioned in the record sheet of investor relations activities that the two sides will cooperate on the supply chain of mother and child, live retail, anchor training, and construction of live broadcast new retail base based on the cooperation platform. However, as of September 24, 2020, the company has not signed any written agreement with Xinxuan investment, and the specific cooperation content is still in further communication. < / P > < p > the children’s wear and children’s shoes business of the start-up shares will achieve a revenue of 514 million yuan and 829 million yuan respectively in 2019. According to Euromonitor International Statistics, in 2019, its children’s wear and children’s shoes business have 0.5% and 3.5% market share respectively. Among them, the market share of children’s shoes business ranks first in the industry. However, the initial stock has experienced two consecutive years of profit decline. In 2018 and 2019, the revenue of start-up shares was 1.399 billion yuan and 1.523 billion yuan, respectively, with a year-on-year growth of 4.43% and 8.91%; the net profit attributable to the parent company was 181 million yuan and 143 million yuan, respectively, with a year-on-year change of – 7.05% and – 21.13% respectively, with no profit increase for two consecutive years. In the first half of this year, affected by the epidemic situation, the initial stock revenue was 554 million yuan, and the net profit attributable to the parent was 66 million yuan, down 22.03% and 38.15% respectively year-on-year. At the same time, in the first half of this year, the initial stock inventory was 326 million yuan, up 53.01% year-on-year. This is mainly due to the stock of goods in the current quarter and a small amount of off season inventory. The development of e-commerce + direct marketing has also increased a certain amount of inventory and stock. In Yang Dayun’s opinion, children’s wear and children’s shoes market has been harvested by a large number of ready-made clothing brands. “For example, brands such as Nike, Anta, 361 degree and SEMAR will make efforts in the infant and child market when they are engaged in the whole category. Relatively speaking, the popularity and volume of initial shares are smaller, and there will be great pressure to compete with them. ” He said. < / P > < p > in fact, starting stocks are also seeking transformation, and new retail is one of their choices. During this year’s epidemic, the company has rapidly launched a new online and offline retail operation mode of “one store, one live broadcast, one store, one mall, and one store with multiple communities” among more than 2000 stores. On August 18 this year, the company also launched children’s Shopping Festival. But startups are also candid: “the overall sales generated by these previous attempts are not large, accounting for a relatively small proportion of the company’s total operating revenue.”
and the cooperation with the Kwai Fu brother have already involved in specific businesses. According to Tianyan survey, Zhejiang Xinqi new retail Co., Ltd. was established on September 25, with two major shareholders, namely start-up shares and Guangdong Xinxuan Holding Co., Ltd. The actual controller of the latter is Xin Youzhi. < / P > < p > in the shoes and clothing industry observer Cheng Weixiong, live delivery is an important supplement to the company’s marketing. But it is difficult to achieve a comprehensive transformation drive. It’s a point to surface relationship. “Live delivery with goods is more about the cost-effectiveness of the game. But the enterprise development pays attention to the long-term value. It needs to do a good job in product research and development, brand communication and so on. ” < p > < p > Yang Dayun told reporters that starting to sell children’s products with shares, they are facing relatively young consumer groups. The new retail mode of live broadcasting with goods is conducive to the improvement of performance in the short term. But in the long run, it is not realistic for live broadcast to drive the growth of company performance. “Starting stock can choose multi brand operation, covering different markets through different brands. In addition, we should extend some categories to expand our market competitiveness. ” < / P > < p > “whether it’s online red or plain live, it’s a sales method based on the current market. In addition to offline store sales, mainstream e-commerce and live broadcast sales, I believe that more new sales methods will be created in the future to complement each other. In the future, on the one hand, the company will build new live broadcast new retail channels and other new retail ways to improve sales performance; on the other hand, the company will also enhance the integration of offline stores and online stores to enhance the offline sales increment. ” Starting shares told reporters. < / P > < p > Disclaimer: the purpose of this article reprinted by china.com finance and economics is to convey more information and does not represent the views and positions of the website. The content of this paper is for reference only and does not constitute investment advice. Investors operate accordingly and bear their own risks. < p > < p > Chinanet is a national key news website under the leadership of the Information Office of the State Council and managed by China foreign language publishing and Distribution Bureau. Through 11 versions in 10 languages, the website releases information 24 hours a day, which is an important window for China to carry out international communication and information exchange.