Text | “Finance and Economics” Weekly Zhang Mengyi
Edit | Yang Jie
Selling assets and a huge loss, A -share “Women’s Shoes First Share” on Saturday, getting farther and farther on the road of “taking off shoes”.
On January 18, Saturday issued an announcement saying that the company intends to completely transfer 100%equity of wholly -owned subsidiaries on Saturday’s shoe industry to further promote the company’s operating strategy and finally realize the light asset operation model that focuses on brand management and supply chain management.
On the same day, a performance trailer also released on Saturday that as of the end of December 2021, the company’s net loss attributable to shareholders of listed companies was 430 million yuan to 645 million yuan, and the company’s profit realized by the company in 2020 was 24.2978 million yuan.
Before this huge loss of financial reports, Saturday had already fallen into a mud of performance losses and large -scale closing shops. Then Saturday became more and more deviated from the main business of women’s shoes. It was declared that it was necessary to transform the online celebrity live track and “蹭” over the popularity of Li Ziyi. Now, it will also create a virtual human IP.
“Women’s Shoes First Share” farewell to women’s shoes business
Regarding the decline in performance, Saturday said that the repeated epidemic situation in China has a long -term continuous impact on the economies of various places. The overall consumer demand has been weak, which has a great impact on the digestion of offline commercial sales and the digestion of the company’s shoe inventory; Due to the additional cost of business transformation, the shoe business is in a state of business loss throughout the year.
In addition, in order to optimize the inventory recovery funds, the company has also increased its promotional efforts. It is expected that the bad debt preparations and inventory price preparations are expected to be provided for about 280 million to 350 million yuan.
(Source: Visual China)
In 1994, the first “ST & SAT” store opened on Saturday, and officially opened the chain business model of the Chinese shoe industry. After the company’s development is growing, it has a number of brands such as ST & SAT (Saturday), Sophia, Difest, Ferbelier and other brands. In 2009, it was listed on Saturday on the Shenzhen Stock Exchange, becoming the “first share of women’s shoes” for A shares.
However, the good times did not last long. With the rise of e -commerce and new retail channels, traditional offline women’s shoes companies have been greatly impacted, and their performance on Saturdays has declined. As of the end of 2017, Saturday’s net loss reached 352 million yuan, a year -on -year plummeting 1789.31%, and the company made a total of 490 million yuan from 2009 to 2016.
Saturday’s performance has been sluggish. By 2020, the company’s net profit was reduced by 83.85%year -on -year to 24.2978 million yuan. At the same time, the number of stores in the company also decreased from 2363 in 2013 to 988 in 2020.
In this regard, on Saturday, it also admits that in the context of consumption upgrades and channel changes, low -speed growth or even negative growth in the field of shoes and clothing has entered a deep adjustment zone, facing the risk of market share and decline in sales performance.
Not only on Saturday, in fact, in recent years, women’s shoes companies have not been very prosperous as a whole, and they have entered the stock market stage from a high -speed growth stage. According to a report from the Foresight Industry Research Institute, my country’s leather shoes industry is in an important period of quality upgrade, product structure adjustment, and low -end product capacity shrinkage; in the long run, the scale of the domestic leather shoes industry will slow down. In the year, the domestic leather shoes industry’s output will shrink to 1.7 billion pairs. In the background of the sluggish industry, the shoe company giants, including Belle, Daphne, and Red Dragonfly, have also fallen into the dilemma of performance landslides and large -scale closing stores.
Shoes and clothing analysts Ma Gang said: “There are several reasons for the lascivious women’s shoes industry: First, the shoe consumer track further refined, the category is more and the consumer scenarios are complex, which is equivalent to the old brands such as Saturday and Belle The target market has become smaller; second, the consumer environment is complicated, and a large number of people have poured into first -tier cities. Traditional consumer channels have been reconstructed. Adapt to changes in the consumption situation, leading to the decline in sales of such old brands. “
The main business is not ideal. Saturday first proposed to create a “her fashion ecosystem” and “fashion IP ecosystem”, but it did not achieve results. Then the company began to transform to the new retail platform and gradually peels away from women’s shoes business.
In December 2019, on Saturday, it announced that the company sold 100%of the equity of the wholly -owned subsidiary Foshan Saturday Technology R & D Co., Ltd., which sold its wholly -owned subsidiary of Foshan on Saturday, and said that production capacity will not be retained in the future.
Now, on Saturday, it is further intended to integrate the company’s shoe sales related businesses and assets, which will be transferred overall except for the trademark of the shoe business. The company said that in the future, the “light” asset operation method of focusing on brand authorization, brand management, and supply chain services is expected to bring better positive returns to the company.
Incubation net red anchor, virtual human IP, fell in love with the popularity on Saturday?
Saturday, on Saturday, acquired 89.4%of the equity of Yaowang Network for 1.788 billion yuan in 2018.
It is understood that Yaowang Network is a comprehensive digital marketing company. It has signed a number of artist anchors such as Lou Yixiao, Chen Yiru, Shen Tao, etc., and is a fast -handed head MCN company. The company was listed on the New Third Board in December 2015, but was delisted on March 22, 2017. Fang Jian, the president of Yaowang Network, has publicly revealed that “The New Third Board Market is not so active, and we want to go to a more mainstream capital market.” Therefore, some people in the industry have speculated that Yaowang Network was acquired by Saturday, which was actually going on a backdoor listing.
At the beginning of the acquisition of Yuangwang Network, it also tried to integrate the shoe industry and the Internet business on Saturday, and sold the company’s shoe products through short video and live broadcast on major platforms. But after that, on the way to farewell to the women’s shoes business on Saturday, it became farther and farther, and began to use the social e -commerce business of the subsidiary to look at the Internet as a new growth point. In 2021, the company also stated that it was necessary to produce an anchor with goods in batches, and to sign 156 stars and net red anchors in one year.
The popularity of “Internet celebrities” and live e -commerce companies also played a role in improving the stock price on Saturday. In 2019, there were rumors in the market that the “Ziyi Culture” of indirectly controlled net red Li Ziyi on Saturday.
At that time, the actual controlling shareholder of Sichuan Ziyi Culture Communication Co., Ltd., where Li Ziyi was located, was Weisian Technology. In the list of shareholders of Weisan Technology, Guangzhou Zhuoshi Growth Equity Investment Enterprise (Limited Partnership) holds 5.66%of its equity. Saturday’s largest shareholder Shenzhen Saturday Investment Holding Co., Ltd. holds 21.53%of Guangzhou Zhuoshi.
In this way, Saturday was regarded as “Li Ziyi Concept Stock” by the market.
Due to the hot spots of Li Ziyi, at the end of 2019, on Saturday, it harvested 17 daily limit boards in 26 trading days, becoming one of the hottest stocks in the A -share market.
On December 26, 2019, on Saturday, on the Shenzhen Stock Exchange Interactive Easy Platform: “Li Ziyi is not an Internet celebrity signed by the company.”
As of January 20, 2020, the stock price soared to 34.1 yuan/share on Saturday, with a total market value of 25.182 billion yuan.
However, the soaring “Internet celebrity live broadcast” popularity did not continue to “save” Saturday. As of January 20, 2022, the stock price was reported at 18.8 yuan/share on Saturday, a decrease of 8.04%, and the market value has shrunk to 16.45 billion yuan.
Now, this old -fashioned shoe company has picked up the popularity of virtual idols. In December 2021, Saturday said that the company integrates domestic top production teams and IP resources. At present, the short video platform has selected a short video platform to hatch virtual human IP and has developed relevant video development. It is expected that the first virtual human IP account is expected to launch the year.
However, whether it is an Internet celebrity economic model or a virtual idol, its business model is incomplete. Can it reverse the performance of the new track on Saturday?
This article was originally created by the AI Finance News Agency of the Finance and Economics Weekly. If it is permitted, please do not reprint any channels or platforms. The violation must be investigated.
(Source: Visual China)