Once Again, The "Noble Birds" Raise Their Capital Market Less Than Once A Year.

The depressed market environment makes local sports brands keep their throats. VIP bird Limited by Share Ltd (hereinafter referred to as "noble bird") yesterday announced a public offering of 800 million yuan supplementary operating funds. It is understood that at the beginning of the year, a successful listing of the birds has successfully raised 943 million yuan of funds. Industry analysts believe that a large amount of financing within a year, let the birds looming cash flow tension.

It is understood that the birds in January 24th just landed at the Shanghai Stock Exchange, less than a year after raising 943 million yuan, and submitted an application for issuing 800 million yuan corporate bonds. Beijing Business Daily reporter found that the announcement of the public recruitment of funds, said the company issued 800 million yuan corporate bonds are mainly used to supplement operating capital.

For the two times financing behavior of the birds in one year, the company's secretaries said that the company's issuance of 800 million yuan corporate bonds is mainly to supplement liquidity and optimize the company's financial structure. Three quarterly report shows that the total liabilities on the company's books are 1 billion 540 million yuan, short-term loans are 647 million yuan, and debt pressure is bigger.

It is understood that since the listing of the birds, their performance has continued to decline, and the trend of decline has been expanding. The first half of this year's revenue and net profit fell by 19.04% and 5.77% respectively compared with the same period last year. In the first three quarters, the revenue and net profit of the precious birds were lower than that of the same period last year.

Sales decline is not only Guirenniao A local sports brand. Since 2012, Lining, Anta And other sports brand giants have stepped into the cold wave period. In order to change the current situation of channel loss and sales decline, giants have adjusted their product styles to attract more consumption.

In addition to adjusting style, channel sinking is also an important aspect of sports brand adjustment. Increasing inventory pressure leads to the opening of the sporting goods industry to low level cities, and even international brands such as Adidas and Nike, which take a second tier city as the target market, are opening stores in the three or four tier cities. Analysis of the industry, in the background of the whole sports industry downturn, first-line sports brand Channel sink Add pressure to the birds in the 234 tier cities.

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It is understood that the cash delivery function of Jinyuan mall will also be added to the next version of Jinyuan mall APP. At present, the cash on delivery order supports SF's cash on delivery and enjoys the same free mail service as other payment methods of Jinyuan mall.

Last month, in order to further improve the convenience of its mobile payment system, reduce the use threshold of mobile end users and enhance the whole payment experience, Jinyuan mall APP has access to WeChat payment. Users can choose the "micro payment" directly after selecting the commodities to enter the settlement section in Jinyuan shopping mall App, then jump to the WeChat payment page, and draw the corresponding order amount from the WeChat bank card.

To further enrich the payment method, up to now, the payment methods supported by the PC terminal of Jinyuan mall include Alipay, fortune paid, online banking and cash on delivery. The payment methods of Jinyuan mall APP include Alipay and WeChat payment.

Jinyuan mall responsible person believes that although Alipay bombed WeChat payment is not safe, but this did not prevent businesses from introducing WeChat to pay this new payment method. As more and more businesses and e-commerce platforms introduce WeChat payment, this also means that the advantages of WeChat payment are gradually emerging.

After WeChat's payment was bombarded by Alipay, WeChat's payment also increased again in terms of security. Through cooperation with Asia's largest property insurance company, PICC, a full payment guarantee was launched for users. This has also eliminated the security concerns of the users to a certain extent, and expanded the potential users of WeChat's payment.