Camel Children's Shoes Are Listed Successfully In UK Gem

Recently, Jinjiang Mingwei shoes and Garments Co., Ltd. Camel children's shoes CAMKIDS has successfully listed in the UK growth enterprise market, becoming the first child shoe enterprise to enter the capital market in China. It is reported that this listing, camel children's shoes will raise the amount of over 100 million yuan, the market value of nearly 900 million yuan. On the first day of listing, CAMKIDS's share price rose to nearly 0.965 from the issue price of 0.88 to 0.965, and was welcomed by small and medium-sized investors in the UK.

It is understood that Mingwei is a well-known shoe manufacturer in Jinjiang. In 2009, it moved from the foreign trade to the domestic market, playing the main role in the outdoor sports equipment market for young people. According to investor information, as of June 30, 2012, CAMKIDS has covered 29 provinces and has 1000 retail outlets, of which 95% are high-end and high-end shopping centers. In addition, CAMKIDS has a 11.1% share in the same market in China and is expected to maintain a 16.9% market growth rate in 2012-2016 years.

Zhang Congming, chairman of Jinjiang Ming Wei (CAMKIDS) shoes and Garments Co., Ltd., in an interview with our reporter, said that he hoped that the professional and mature British capital market would enable enterprises to operate more standardized and lay the foundation for the internationalization of CAMKIDS brand. "After the listing, CAMKIDS will continue to focus on the outdoor equipment market for young people and strive to become an international youth professional outdoor equipment brand." Zhang Congming said.

Under the background of the general weakness of international capital market, the process of listing many domestic children's shoe enterprises has been blocked. For the CAMKIDS "sudden" listing, the industry generally believes that this will break the current "dreary" situation of children's shoes industry, changing the industry competition pattern. "After the CAMKIDS takes the lead in listing, the sales channel and agent resources of the children's shoes and clothing market in China will face the situation of reshuffling, and at the same time, it is likely to accelerate the pace of listing other children's shoes brands in China." Chen Shuqing, Executive Deputy Secretary General of the Fujian children's shoes Association, which has served many famous brands of children's shoes in China for a long time, said.

UK gem AIM overview:

AIM (Alternative Investment Market), which was established in June 19, 1995 by the London Stock Exchange for small, new and growing companies, is the first "second board" stock market established in Europe after the NASDAQ. It is attached to the London Stock Exchange, but is relatively independent. It is different from the GEM market in Japan and Singapore.

Dialogue

Reporter: at present international capital market In a generally weak environment, what is the reason for CAMKIDS's listing in the UK's growth enterprise market?

Zhang Congming: in my opinion, the stock market is different from the entity selling shoes. After the financial crisis in 2009, the domestic domestic market was not booming, and Mingwei chose to launch the brand CAMKIDS in the age when a shoe was not selling well, and positioned the outdoor equipment for young people. Through differentiated positioning, it achieved fairly good results in just three years, and the capital market also had the same reason.

At the same time, the UK gem AIM is a relatively mature capital market. There is not much restriction on the size of the company. As long as the high growth enterprises can apply, the outstanding performance of CAMKIDS in the domestic market in the past two years has laid the foundation for landing in the UK capital market, especially CAMKIDS itself has attracted the attention of more investors. In the day of stock trading, I found that CAMKIDS's stock was favored by many small and medium investors.

Reporter: in just three years, as the first brand of outdoor equipment for young people in China, CAMKIDS successfully landed in the UK capital market. How did you do that?

Zhang Congming: the positioning of youth outdoor differentiation makes CAMKIDS camel brand avoid the fierce red market at that time, filling the gap of the Chinese youth outdoor market and winning the living space for the CAMKIDS camel brand at the early stage of its birth.

After three years of development, today, CAMKIDS camel brand has more than 1000 stores in the whole country, with its footprints all over the top shopping malls in the country. The CAMKIDS camel complete product line can satisfy outdoor consumers' consumption needs for outdoor shoes, clothing and accessories. With its pure design, excellent quality and excellent wear performance, CAMKIDS camel products are widely favored in the market. It has taken the first place in the "2011 annual sales of outdoor sports footwear for young people" released by the Department of trade and industry of the National Bureau of statistics. Later, it continued to win the honor of "the top 500 Asian brands" and "the ten major brands of Chinese children's shoes".

At present, the outdoor product itself is a niche market. It is a niche market. The products are better than ordinary leisure sports products in terms of material and quality, and the price is relatively high. This also confirms that he must take the middle and high-end line. The average selling price of CAMKIDS is between 300-500 yuan, and some professional function shoes sell as high as eight hundred or nine hundred yuan, which is enough to resist some big international brands such as "little ADI", "small Nike" and so on. CAMKIDS's high brand additional value is second to none among the whole children's shoes industry.

Reporter: what are your plans for the future development of CAMKIDS? With the listing of more children's products companies, what changes will you make in judging the pattern of children's products industry?

Zhang Congming: now 95% of CAMKIDS camel brand stores are stationed in the top shopping malls in the first tier cities of second tier cities, so that CAMKIDS can quickly become a high-end brand in China. Next, CAMKIDS will accelerate the development of the third tier market. The so-called third level market refers to the county level market with increasing purchasing power. With the acceleration of rural population transfer to cities and towns, towns will become the next target market of CAMKIDS.

Of course, China is the foundation of CAMKIDS, while foreign countries are the future of CAMKIDS. As the first outdoor brand for young people in China, CAMKIDS will consider stepping into the European and American markets and the UK's overseas market, and strive to become an international youth outdoor brand. Listing should be a watershed for children's products enterprises, and the capital market will help in the rapid development of children's products industry, which means that CAMKIDS will stand at a higher level and participate in market competition.