in the ten years since the rise of e-commerce, the rapid expansion of offline stores has come to an end in the early years. Most of the above brands have come to an end in this e-commerce carnival. Jeanswest, once a "famous brand in China", has changed from being a guest in major shopping malls at the beginning to a store that can only be seen sporadically in the third, fourth and fifth tier cities. By last year, Jeanswest had closed nearly 1,2 stores and laid off more than 6, people, and its performance had dropped by about 7%. Its experience is not a case, and its ending represents the end of an era.
In the above examples, Adi Wang is an anomaly. In the surging tide of shanzhai more than ten years ago, one brand after another was born, and one brand disappeared in the vast sea of people. Those brands that rubbed the popularity of Adidas and Nike rarely persisted until the end, and Adi Wang was no exception. Adi Wang was born in 26. Since its birth, it has gone out of a different route with some cottage brands. Many of its styles are designed by ourselves, except for the special high-end style, Adi Wang has no technology, and the general style Adi Wang has been familiar with it.
After five years' development, Adi Wang is well aware of his position in the market and his disadvantages. At the height of his glory, Adi Wang could once compete with Li Ning and Anta. In 211, Adi Wang became the first investment partner in La Liga China, and in February 212, Adi Wang became the official partner of "Washington Wizards". Adi Wang's slogan in La Liga was "Your legend, I will explore it", which wrote its most brilliant legend.
in 212, according to anecdotal reports, its sales exceeded 4 million yuan and its net profit exceeded 1 million yuan. After years of deep cultivation in the third-and fourth-tier markets, 1 yuan-3 yuan pricing is well received by the market. The rapidly growing king Adi always has a sword of Damocles on his head, and then he has always been at a disadvantage in the dispute over the trademark rights of Adidas. From 28 to 213, the trademark dispute between Adidas and Adi Wang came to an end. It is said that under the mediation of the Ministry of Commerce, Adi Wang gave up the trademark of Adi Wang, while Adidas no longer insisted on compensation of over 1 million yuan. Under the apparent victory of Adidas, Adi Wang's boss has already accumulated hundreds of millions of wealth.
Compared with Adi Wang, another brand of VIP bird in Fujian is not so lucky. In June last year, the VIP bird just experienced a big drop, from the market value of 1 billion to the current market value of only about 3.6 billion. If Adi Wang persists all the way up to now, it is estimated that it will only be more miserable than a noble bird.
212 is a watershed year for domestic sports brands. About a year ago, domestic sports brands ushered in a period of decline, and VIP bird was no exception. At first, VIP bird still increased its main business in order to make a greater breakthrough, but the successive new products were not welcomed by the market and gave the management a great blow. The diversification strategy was soon put on the table of management, and the management agreed to implement the diversification strategy with almost no objection.
VIP Bird went public in 214. After listing, VIP Bird started a series of capital operations. In 215, the VIP bird invested 24 million shares in Tigers Sports; Subsequently, it invested 2 million yuan to control a football brokerage company in Spain; Later, it also acquired the shares of some listed companies, such as Jiezhixing, Famous Shoe Library, Kangpaisi and BOY. The apparent prosperity and expanding revenue have not brought real benefits to the company, and the declining net profit has sounded the alarm for the company's management.
However, these have not attracted enough attention from the company. In 216, Guirenniao joined hands with a number of enterprises to establish Ankang Insurance, which was involved in the insurance industry. In addition to insurance, in 216, it also invested 1 million yuan to increase the capital of Shenzhen Xingyou Technology, which was involved in the football-themed mobile game project. Big acquisitions, declining performance and a high proportion of stock pledges by major shareholders have all become the last straw to crush the camel.
In 218, Guirenniao wants to return to its main business, and in order to reduce the financial pressure of the company, it began to sell its assets. In August 218, Guirenniao announced that it planned to sell 37% equity of Kangpaisi for 13 million yuan. Subsequently, it is planned to sell 273 million shares in Tiger Sports; In the end, it sold 5.1% equity of Jiezhixing at a price of 3 million yuan. In this transaction alone, the VIP bird lost 116 million yuan in two years.
On January 31, 219, Guirenniao issued a performance pre-loss announcement, which stated that the company's net profit in 218 was expected to lose 64 million yuan to 82 million yuan. Subsequently, the joint rating decided to include the long-term credit rating of the main body of VIP Bird and the debt credit rating of "14 VIP Birds" in the rating watch list that may downgrade the credit rating.
The development of VIP bird is not a case, and it has long been a microcosm of many sports brands in China. From the peak market value of 4 billion to today's market value of 3.6 billion, there are external factors, but the management is also to blame. Today's VIP birds seem to have their wings cut off, and I don't know when they want to take off again!