Is There Any Future For Del Hui?

"

"On my way!" I believe many people still remember Jay Chou's endorsement of this.

This classic slogan.

However, the brand failed to sustain this winter.

According to the world clothing shoes and hat net, recently, the famous sports brand del Hui declared that it was closed down and became another movement of bankruptcy and bankruptcy in recent years.

Brand.

At the end of 2017, the history of del Hui ended.

The Fujian branch of Orient Asset Management Limited by Share Ltd has announced that Del Hui has been shut down, and Debye (China) Limited and Dehui Limited by Share Ltd owe a total of 636 million yuan, including Dehui industrial and land and warehouses, and the Dehui brand has also been authorized to the Kay Tian sporting goods Co., Ltd.

Orient Asset Management Limited by Share Ltd Fujian branch announcement

At this point, although the Del Hui brand still exists, but it can not shout the slogan that swept the north and south by Jay Chou.

Looking back on the development history of del Hui, there are some facts that surpass time and still have great practical significance.

Revelation 1: traffic star endorsement, sales volume and quality considerations

In February 2003, Jay Chou became the cover of the Time Asian edition and entered the peak of his career.

Two months later, del Hui hired Jay Chou as a brand spokesperson for two years' 10 million sky price, which shocked the domestic sports shoe industry.

In this year, sales of del Hui increased by 46.5%; in the second year, the sales of del Hui exceeded 600 million yuan.

It can be said that Jay Chou endorsement has become an important node in the development process of del Hui.

After that, Jay Chou's "my personality, del Hui" made del Hui stand out from the competitive environment of the sports shoes industry, and then the "del Hui, on my way" and other advertising words made the Jinjiang brand fire all over the country.

Jay Chou's ten age speech has brought about a huge increase in sales volume for del Hui, but at the same time, the quality of the product has exposed many problems.

In July 2008, the Wenzhou industrial and commercial bureau announced that the Deerway brand hooded sweater was unqualified, and the unqualified items were "logo identification, color fastness and fiber content".

In January 2012, the Guangdong Provincial Quality Supervision Bureau announced that the "del Hui" round neck sweater was found to be unqualified.

In July 2012, he joined the "black list" again.

According to the results of the inspection of Anhui industrial and commercial bureau, a del Hui light running shoes manufactured by del Hui is not qualified, and the unqualified item is "appearance, folding resistance and wear resistance".

When Jay Chou endorsed the bonus to be released, the brand of del Hui failed to win popular support. Instead, the brand image was greatly reduced due to various quality problems.

It can be said that the choice of Jay Chou's endorsement by del Hui is a very wise decision, but in the end it ignores the foundation of the enterprise -- the quality of the product, which is not worth the candle.

Compared with Jay Chou, Metersbonwe is more successful than del Hui.

With Jay Chou's endorsement and sales skyrocketing, Metersbonwe's product quality has also improved. Despite tremendous impact in recent years, it is undeniable that the current US state still occupies a certain market share and has a larger brand influence.

In recent years, sports brand choice traffic star endorsement cases are not uncommon. Nike and Adi have joined the tide.

In December 2017, Adidas Originals officially announced that Yang Mi became the spokesman of the new Greater China region. In November 27th, it became a new spokeswoman for Adidas neo and a global youth creative officer.

Earlier in March, Nike worked with Wang Junkai and signed Dongyu Zhou in July, and she became the first non athlete Advertising Spokesperson for Nike in China.

When the flow star endorsement sports brand becomes popular, the sports brand should also do not forget the beginning of the heart, still can maintain the pursuit of product quality under the impact of various fashion elements.

In fact, the product quality of del Hui at the beginning of its founding and development is also excellent. Ding Mingliang, chairman of del Hui, once said in public that the product quality is life and will pay close attention to product details.

But after the rapid development, del Hui gave up the quality of the product and eventually lost his life.

After the closure of the company, del Hui, who was badly hurt, changed the brand name to the Kay Tian sporting goods Co., Ltd. in 2017.

A few years to seek listing: collision between capital and its own strength

In the process of going from red tide to bankruptcy reorganization, seeking to go public is absolutely a part that can not be ignored.

In 2007, Anta successfully listed on the Hongkong stock exchange. Although the stock price fell to a negative value after that, it was still difficult to block the enthusiasm of Jinjiang sports shoes and clothing brands.

But compared to Anta and XTEP listed later, del Hui is undoubtedly more like a tragic hero.

In the same year, del - Hui was also actively seeking to go on the market, but the subsequent outbreak of "financial fraud" directly sent the first way to the market.

After this storm, del Hui also experienced the sudden death of Ding Mingliang, founder of the company, until November 2012, when he appeared on the list of the SFC's guidance record.

At this time, the company has abandoned the Hong Kong stock market and decided to go public in the A share market, so as to win the title of "A share market movement brand first stock".

Ding Mingliang (left one) and the company's brand spokesperson Jay Chou

{page_break}

The ideal is beautiful, but the reality is cruel.

Del Hui hit A shares of IPO barrier lake at the same time, and the enterprises in the same line broke through the 800 mark.

After nearly two years of waiting, in July 2014, del Hui appeared in the list of A shares for the first time to terminate the review, while the IPO enterprises in dammed lake were almost completely annihilated.

Later, del Hui tried to seek overseas listing but failed to make it until the recent bankruptcy.

After years of wasting money for the listing, del Hui took on enormous financial pressure, but finally failed to make his wish.

In the past few years, del Hui missed the opportunity to go public again and again.

In the same period with IPO, the shoes and clothing brand named "rich bird" chose the other way in 2012, and finally successfully went public.

In May 2013, the rich birds abandoned the A share IPO to the Hong Kong stock market. At that time, the company made the same choice with the rich birds.

At the end of 2013, fortune birds achieved a successful listing in the Hongkong market.

Del Hui is full of twists and turns of the road of listing, which is also of great warning significance to the current sports enterprises.

It is a big problem whether a sports enterprise wants to go public, whether to choose backdoor or IPO is a big problem. Similarly, the choice of the A share market, the Hong Kong stock market or the overseas market will inevitably result in different results.

At present, both the backdoor and IPO will face more stringent scrutiny than before. The sports enterprises whose qualifications are difficult to meet the standards will not be listed successfully.

Statistics show that China's A shares listed 437 in 2017.

By the end of 2017, A shares were listed on 3468 companies.

PWC expects A share IPO to remain active in 2018, but the pace will be slower than in 2017. It is estimated that the A share IPO will be 300-350 in 2018, and the scale of financing will be 180 billion -2000 billion yuan.

However, in the current list of A queue IPO applications, there are no other sports companies applying for IPO except for the Jordan sports which have been terminated.

Listing is very strict with enterprises, and the capital market is strictly two words for listed companies. It is by no means a permanent "interest free loan".

An obvious fact is that only the industry leader can get the most sought after market.

In the sports brands currently listed on the Hong Kong stock market, XTEP and 31st degree have received more attention and popularity than Anta and Lining.

Recently, XTEP complained directly about the low share price and adopted the means of repurchase and shareholder holdings to boost the share price. PEAK also privatized the Hong Kong stock market and sought to land on the A share market because of its low stock valuation.

Despite these harsh demands, the destruction of del Hui is not only a tragedy of itself, but also a microcosm of an era and a region.

In recent years, both the financial crisis and the stock crisis have caused a great blow to old brands such as del Hui.

The sports brand del Hui and Xi De Long finally went bankrupt, but the famous shoes and clothing brands listed on the Hong Kong stock market were slightly better than the previous ones, but they were also dismal.

These enterprises, which represent an era, have left rich experience for their posterity, and are gradually withdrawing from the tide.

It is on such a soil that a new era is beginning.

More interesting reports, please pay attention to the world clothing shoes and hats net.