Delhui Focuses On Sports Shoes And Clothing, Seeking A Broader Market Prospect

Following the meeting of the first application for the domestic sports brand Guirenniao, another sports brand has moved towards the capital market - according to the information of the reporting enterprises disclosed by the CSRC, the main board (including the small and medium-sized board) has accepted the first application of Delphi Co., Ltd. (hereinafter referred to as "Delphi"), whose sponsor is Guotai Jun'an Securities.

According to the official website of Delphi, the company is committed to Sportswear And accessories R&D, production and marketing as one of the domestic sporting goods enterprises, headquartered in Jinjiang, Fujian, known as the "City of Chinese Brands" and "City of Chinese Shoes".

It is worth mentioning that on the "3.15" International Consumer Rights Day in 2012, Deerway As a representative of the "National Famous and Excellent Enterprise", he made a commitment to consumers, saying that the company "regards product quality as life, and its products have won consumers' trust and social recognition with their excellent quality." However, after checking the information of industrial and commercial quality supervision departments around the country, the reporter found that Delhui, who made quality commitments to consumers, has repeatedly had records of unqualified products.

　　 The main product on the quality black list repeatedly fails to pass the spot check of sports shoes

In July 2008, Wenzhou Administration for Industry and Commerce announced the quality monitoring announcement of sportswear in the circulation field. The announcement shows that Longwan Yongzhong Delhui Shoe shop The Deerway hoodie, which is nominally produced by Delphi (China) Co., Ltd., was found to be unqualified, and the unqualified items were "logo, color fastness, fiber content". At the same time, Wenzhou Administration for Industry and Commerce announced that product logo is one of the components of product quality and an important reference basis for consumers to choose goods. Irregular logo is suspected of cheating and misleading consumers.

In January 2012, the Guangdong Provincial Bureau of Quality Supervision reported the special supervision and spot check quality status of 10 products, and one of the "Delhui" round neck sweater (model and specification: 165/84AA) was found to be unqualified in fiber content.

In July 2012, Del Hui was again on the "black list". According to the sampling inspection result of Anhui Administration for Industry and Commerce, a model of Deerway produced by Delway (China) Co., Ltd Light running shoes unqualified. The unqualified items are the appearance, folding resistance and wear resistance.

According to experts, the index of folding resistance is used to assess whether the soles of finished shoes are easy to break, whether the upper materials are easy to crack, whether the mortar cracks, and whether the flexure parts of the upper soles are easy to open the glue. Unqualified products often show as the soles break, the upper surface cracks, or the flexure parts of the upper soles open the glue. Travel shoes with unacceptable wear resistance have a short service life, which will bring unnecessary economic losses to consumers.

Sports brands are in trouble. Del Huimou is listed or fighting against each other

Stimulated by the Olympic year in 2008, China's sporting goods market reached 6.2 billion US dollars. However, in the following years, the consumption boom of sporting goods gradually weakened with the end of the Olympic Games, and many sporting goods enterprises experienced performance losses.

Recently, a number of domestic sports brand enterprises released their mid-term reports. Compared with the same period last year, most of the companies performed poorly in the first half of the year. The unresolved inventory pressure and the reduction of the order volume made these companies into profit difficulties. Among the six major sports brands that have published the China Daily, the net profits of Li Ning, Anta, 361 Degrees, Peak and Dongxiang have all declined by varying degrees. Among them, Li Ning's net profits have dropped by 80% compared with the same period last year, ranking first.

Some insiders predict that the performance of most sports brands will continue to decline in 2012.

In the secondary market, among the six listed sports brands since 2011, the share prices of Li Ning, Peak and Dongxiang have all fallen by more than 70%, the smallest drop being 41.08%.

However, at the same time of declining performance, domestic sports brands have never stopped seeking financing. According to the investment and financing data of Zero2IPO Research Center, in 2005 and 2006, textile and clothing enterprises, including Hongxingerke and China Trends, received 12 investments in total. In 2007, this amount rose to 20; In 2008, there were 21 investment and financing cases for textile and clothing enterprises; In 2009, this figure was slightly revised back to 17, but due to the climax of sporting goods companies' landing in the capital market since 2007, VC/PE's enthusiasm for investment in this field peaked in 2010 and 2011, with 42 and 52 respectively, under the temptation of smooth exit channels.

After the 2008 financial crisis, the soaring cost and the appreciation of the RMB exchange rate led to the collapse of the second and third tier brands, and capital operation was put on the agenda. According to incomplete statistics, at present, there are 19 enterprises listed in China's sporting goods industry, and most of them choose the Hong Kong Stock Exchange in the listing place. In fact, the pace of A-share listing is also proceeding in an orderly manner. At the end of 2011, Jordan Sports sought to list on the Shanghai Stock Exchange, while behind it, Guirenniao successfully passed the meeting in the first half of 2012. Many sports brands are gearing up to the capital market.

Perhaps, for the domestic sports enterprises in overall performance difficulties in 2012, the meaning represented by "listing" is not icing on the cake, but providing timely help.