November 25, Jordan Sports Co., Ltd. (hereinafter referred to as "Jordan Sports") initial application by the Commission issued the Commission examined and approved. This means that following Anta , 361 degrees , Xtep and Pick , Jordan was born in Jinjiang, Fujian Province, another sports listed company. Moreover, different from the Fujian "Legion" of the four listed companies and Li Ning , Beijing are landing in Hong Kong Exchanges and Clearing, Jordan Sports chose the domestic A-share market, which will also become the first domestic A-share listed sporting goods company . Jordan Sports 112,500,000 shares this issue, accounting for 20% of the total share capital after the issue, par value of 1 yuan per share, to be listed on the Shanghai Stock Exchange. Prospectus shows that Jordan Sports 2008 - June 2011 operating income was 1.158 billion yuan, 2.136 billion yuan, 2.927 billion yuan and 1.704 billion yuan, performance growth rates were 100% and 26.33%. As of June 30, 2011, there are 5,715 branded specialty stores and 266 R & D personnel. Each year, nearly 2,000 models of new sports shoes and apparel products are launched. In the current intense competition in the sporting goods market in the country, with the rapid expansion of capital power to expand the scale and expand the terminal to enhance the brand image in order to seek breakthroughs and enhance the brand to cope with competition has become an indisputable choice. For those not yet listed in Jinjiang, the remaining second and third line sporting goods brand, with the limited market gradually being divided up by the dominant companies, their pressure will certainly be bigger and bigger, the days will be harder and harder. "Ding" family into the biggest winner Peak Sports sales in recent years The family's "taste" of the initial applicants in these two years has always been an important aspect of the issuance examination committee's attention. Despite this, the Jordan Sports Association still highlights a strong family "taste." Jordan Sports predecessor was established in 1984 in Jinjiang City, Chen Xun Creek side daily necessities Plant, was a private collective-owned enterprises, with a total capital of 30,000 yuan. In 1990, Plant II re-registered itself as a collective-owned enterprise with a registered capital of 136,000 yuan. Enterprises linked to the village by the Ding old, Ding Guoxiong father and son invested 68,000 yuan capital injection was established. According to the prospectus, after the previous changes, share reform and capital increase, Jordan Sports currently ranks among the top six shareholders in the list of China's top 100 shareholders (64.73%), Ding Jiafang (16.18%), Ding Canhui (8.09%), Ni Zhennian (6% Xie Changzhi (3%) and Ding Shijie (2%). Among them, Ding Guoxiong and Ding Yizhi couple hold 100% of the 100-unit holdings of Fujian, Ding Jiafang is Ding Yizhi's brother, Ding Shijie is Ding Guoxiong's nephew. Therefore, the actual control of Jordan Sports Ding Guoxiong, Ding also rule the couple. Prospectus also shows that the branches of Jordan Sports Direct subsidiaries are also members of the Ding family. For example, Liaoning Baisheng Trade, Dalian 100 Win Business, Hubei Baishang Business, Sichuan 100 Ying Business, Guizhou Baorui Business and Shanghai Baixing Commerce and other branch offices are represented by Ding Shijie, namely, Ding Guoxiong. Of course, the family "taste" is relatively strong This is also the most common feature of most clothing and footwear companies. Such as Peak Sports previously listed issue 420 million shares, chairman Xu Jingnan holds more than 61% stake. From "Ding" family members experience, Ding Guoxiong has been engaged in shoes-related business over the years, and Jordan Sports in Wuhan, Liaoning and other places of the agency business also by the Ding family members take care of. Ding Guoxiong since the early 1980s opened in Beijing, individual shops selling sports shoes. Since 1985, Ding Guoxiong shoes retail at the same time began to operate wholesale sports shoes, to Beijing around the self-employed. As of the end of 1995, Ding Guoxiong in Beijing, opened a total of more than 10 retail stores and Albuquerque wholesale shops, wholesale shoe stores Daxkang, engaged in 12 years footwear distribution. In early 1985, Ding Guoxiong will be part of the proceeds from the sale of sports shoes in Beijing for shoe materials trade in Jinjiang. And Ding Jiafang since 1990 in Quanzhou, Fujian and the surrounding area of ​​shoes, apparel accessories sales, mainly for Jinjiang shoe factory, Shishi garment factory to provide accessories. Years later today, the "Ding" family collectively completed the "Carp Dragon Gate" and became the biggest winner. What needs to be pointed out is that with the successful listing of enterprises becoming public companies and on the basis of a strong family flavor, how to continuously improve the corporate governance structure, further improve the modern management level of enterprises, introduce more professional management teams and talents , To carry out more standardized management, will become the company's new topic in the future. 495 million for the expansion of shoe production base Jordan Sports raised funds mainly used for production R & D and channel construction in two aspects, of which the expansion of the shoe production base will be one of the most important purposes. The project is expected to total investment 49537000000 yuan, the amount of investment in the four major investment projects in the first. Prospectus shows that Jordan Sports established a shoe factory in 2004 and completed the shoe factory in 2010 and put into production. The company has a total of 16 shoe production lines, shoe production capacity of about 16.5 million pairs / year. After the completion of the expansion project of the new shoe production base, it will add 9 million pairs of shoes of various types with annual output of 4.8 million pairs and 15 million pairs of high-frequency printing and embossing. In fact, with the rapid development of the brand, Jordan's sports footwear production capacity can no longer fully meet the sales needs. This is partly due to the rapid growth of demand for footwear products due to the increasing sales of footwear products. Jordan shoes sales in recent years maintained a rapid growth trend. In 2008, the company sold 5.75 million pairs of shoes and achieved sales of about 490 million yuan, up by 96% over the same period of last year. In 2009, it sold 8.55 million pairs with sales of about 720 million yuan, up by 49% over the same period of last year. In 2010, , Sales of about 1.18 billion yuan, an increase of about 63%. This Jordan Sports based on previous years sales and analysis of the future sports shoes market forecast that with the continuous expansion of market demand, the company's existing sports shoes production capacity will be more and more unable to match the sales increase year by year. Lack of capacity will restrict the company's future development, which puts forward urgent needs for the expansion of the existing production base. Second, outsourcing production has raised the cost of some shoe products and is easily restricted. At present, Jordan Sports footwear products, although mainly independent production, but there are still some products that rely on external processing unit. External processing makes part of the product manufacturing costs increased, while processing more subject to the outsourcing manufacturers of production capacity and technical level. When the expansion of new projects is completed, the newly increased production capacity can transform some of the currently outsourced products into independent production, effectively reducing production costs and increasing profitability, enabling Jordan to take the initiative to control product quality in an important part of shoemaking The power is in your own hands. At the same time, it will effectively solve the problem of insufficient production capacity of the Company, enhance the added value of products and provide product support for the development of enterprise sales and the improvement of profitability. Prospectus shows that the expansion of the production base is completed, Jordan shoes, annual production capacity from the current 16.5 million pairs / year to more than 20 million pairs / year. Jordan Sports pointed out in this regard that it is one of the goals of Jordan's long-term development strategy to continuously maintain and enhance its core competitiveness in manufacturing processes. 470 million for the new 27 strategic outlets Jordan Sports another important investment to raise funds is to expand direct sales stores. It is estimated that in two years, the brand of Jordan will build 27 strategic stores in tier-1 cities in China (Beijing, Shanghai, Tianjin, Taiyuan, Wuhan, Zhengzhou, Changsha, Hangzhou, Jinan, Xi'an, Nanjing, Guangzhou and Harbin) Camp mode, the project total investment 470 million yuan. Among them, the number of stores for the purchase of property is 9, about 3,000 square meters; the number of leased shops is 18, an area of ​​5400 square meters. Prospectus shows that in 2002 Jordan Sports less than 1,000 stores, by the end of June 2011, the store has grown to 5715, especially in recent years, the number of its stores showed an accelerating growth, outlets covering all levels of cities across the country . In the meantime, the Company also continuously improves the brand influence of the terminal by correspondingly giving support to different levels of outlets. Its national network system is divided into four sales areas, 32 sales district, from 53 dealers and seven wholly-owned subsidiaries to shop operators. However, most of its current shops are small, low grade dealer shops, the scale is generally below 100 square meters, the single store area is generally small. Of the 27 new strategic stores to be built, 26 will have an area of ​​more than 300 square meters and an area of ​​about 400-500 square meters, all of which are built in major commercial areas in key cities (such as Beijing Wangfujing Street, Xi'an East Street, Chengdu Chunxi Road, Wuhan Jianghan Road Pedestrian Street, etc.). This Jordan Sports pointed out that the terminal image is a vivid carrier of brand image and vivid advertising, and the brand image is the spiritual concentration and value enhancement of the terminal image. Through the expansion of the single-store area, the decoration of the front door, the decoration of the storefront and the display of the goods can reach the aim of displaying the brand image and cultural connotation of Jordan more fully and realizing the goal of enhancing the overall brand image. Through the channel expansion, will further strengthen the market penetration of the Jordan brand, enhance market control, and better cope with all aspects of competition. Specifically, through the increase in the number of retail terminals, the scale of operation of an enterprise can be expanded and profitability improved. More importantly, the flagship store will become a quick collection and feedback center of regional market information by virtue of the advantageous geographical location of the newly-built flagship store, and the market information will be collected, collated, analyzed and directly fed back to the headquarters of the company. At the same time, with the good design of newly opened high-quality shops and a more powerful product display, the sales of the original shops in the region were boosted. In fact, the current domestic sporting goods market is extremely fierce market competition, Nike , Adidas and other international brands and local Li Ning, Anta and a number of leading brands in the first and second tier and even third and fourth tier cities have launched a positive contest. The expansion of marketing network has long been a direct driving force for promoting revenue growth and scale expansion of all brands. At the same time, it has also become the most direct window and channel for promoting the brand culture and image of consumers and the changes in consumer market demand. To this end, all brands are speeding staking their teeth to seize the market, especially to speed up shop, open big shop, the implementation of the winning terminal strategy. It is precisely because of the strategic significance of channel expansion layout, the main investment of the various brands to raise funds for network expansion. Taking Li Ning as an example, after it went public, it accelerated its penetration. From the end of 2007 to the end of 2010, the number of retail outlets of terminals in Li Ning was 5233, 6245, 7249 and 7915, respectively. The average annual growth rate of shops was nearly 15% with an average annual net increase of nearly 1000 shops. Jordan Sports involved in the fierce competition clearly well aware of this point, and to accelerate in that direction. According to the prospectus, Jordan Sports will raise funds to build research and development design center, the project includes sports science laboratories and shoes, apparel, accessories three divisions, a total investment of 129 million yuan. Jordan Sports pointed out that the current sporting goods industry increasingly competitive. Enterprises rely on speculation, low imitation and non-standard marketing and other means will be difficult to survive, the competition between enterprises has been transformed into a contest of innovation and scientific and technological strength, design and development has become more and more important competitive weapon. Therefore, Jordan Sports in order to form a comparative advantage with other competitors, we must strive to create its own design and development capabilities, increase the company's talent pool, increase product design and development efforts. In addition, information technology projects are also a use of funds raised, estimated total investment of 117 million yuan.