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Securities News: Hongdou Shares Plans To Raise Funds To Upgrade Men'S Clothing Business In A Multi-Dimensional Layout

2023/1/18 14:35:00 0

On the evening of January 16, Jiangsu Hongdou Industrial Co., Ltd. announced that it planned to issue no more than 380 million shares in private and raise no more than 1.2 billion yuan in total. After deducting the issuance costs, it plans to invest in the upgrading and transformation project of Hongdou brand experience store, the construction project of Hongdou brand e-commerce center, and the construction project of Hongdou brand design and research center, and supplement the working capital.

Red Bean Shares said that the successful implementation of this project can effectively enhance the company's brand image and influence, enhance the company's comprehensive operation capability of online and offline channels, and further improve the company's overall competitive strength and anti risk capability.

01 Grasp the opportunity of clothing consumption recovery

With the gradual recovery, upgrading and transformation of China's textile and clothing industry chain, and the continuous growth of residents' income, the residents' consumption structure will continue to be optimized, and the clothing industry will usher in a leap forward development. At the same time, China's men's wear industry has entered a new transition period. Men's wear brand enterprises have increased their efforts to layout and upgrade new retail channels, constantly exploring new growth points, and intensifying competition in the men's wear market. Under the background of rapid iteration of new retail formats and new models, many brand clothing enterprises have accelerated their online channel layout. In this context, Red Bean, which is mainly engaged in the production and sales of men's wear, hopes to optimize the omni channel marketing network system, improve the overall R&D strength of the company, and meet the demand for working capital for business development through this non-public offering.

Red Bean said that through the implementation of relevant projects, the company will provide customers with a more comfortable shopping environment, enhance user interaction experience, and achieve timely, comprehensive and automatic real-time collection and analysis of clothing store business data, integrate brand management, supply chain management, marketing network management and other businesses, further consolidate the company's offline channel advantages.

At the same time, the company will use modern Internet and other digital technology to directly present shopping malls, clothing production workshops, sample rooms, matching rooms, shows, experience centers, etc. to end consumers, to achieve the organic integration of online and offline omni channel marketing, and further adapt to and grasp the development trend of new retail.

In recent years, with the development theme of "evolution and efficiency", Red Bean has focused on the main business of men's wear, launched the upgrading of high-end brand strategy, and defined the new positioning of "classic comfortable men's wear". Through the implementation of this non-public offering project, the company will form four major platforms for collaborative R&D and innovation, including clothing product design, product development, leisure sports functional material research and development, intelligent customization, and customer consumption behavior research.

02 Multi dimensional improvement of business capability

The raised funds of Hongdou will be invested in three projects, namely, upgrading of Hongdou brand experience store, construction of Hongdou brand e-commerce center, and construction of Hongdou brand design and R&D center, to improve relevant business capabilities through multiple dimensions.

From the perspective of specific implementation plan, the Red Bean Brand Experience Store Upgrade and Reconstruction Project is intended to select 300 existing direct stores with good foundation in some second and third tier cities in China to upgrade software and hardware and build brand experience stores without adding new construction land. At the same time, 10 existing high-quality direct stores in key cities in China were selected for overall design and transformation to create flagship stores for brand experience.

The construction project of Hongdou brand e-commerce center will truly realize the integration and integration of the company's supply chain logistics and the company's information system by building an e-commerce big data platform, integrating production, sales, after-sales service and other elements, and establishing a real-time connection with the company's logistics system. It is reported that the company's sales business on this front line are all direct sales, and it is mainly settled in third-party mainstream e-commerce open platforms such as Tmall, JD, and Diaoyin.

The Red Bean Brand Design and R&D Center project is planned to be implemented in Qingpu District, Shanghai, to build a clothing brand design and R&D center that integrates scientific research and development, fashion design, intelligent manufacturing, quality management, brand cultivation and talent cultivation, so as to enhance independent innovation and product management capabilities.

Hongdou said that Shanghai has gathered many well-known garment enterprises and colleges and research institutes that have set up garment design majors, and has a large number of international garment design R&D professionals. The R&D center is set up here. The company will make full use of the strong advantages of clothing scientific research and academic research in the region, strengthen cooperation with excellent clothing design talents and excellent clothing scientific research academic institutions, gather clothing design R&D talents, comprehensively upgrade the professional level of the R&D team, and further strengthen the construction of innovation capacity of industry, education and research.