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红蜻蜓曲折资本路

来源: 南方日报网络版     时间: 2019年07月20日 18:13:49
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(  红)(蜻)(蜓)(曲)(折)(资)(本)(路)(
  中)(国)(民)(营)(企)(业)(之)(都)(温)(州)(,最)(初)(的)(发)(展)(离)(不)(开)(制)(鞋)(业)(的)(贡)(献)(,多)(年)(拼)(杀)(之)(后)(,能)(够)(获)(得)(资)(本)(市)(场)(的)(认)(可)(,对)(红)(蜻)(蜓)(来)(说)(,是)(甘)(苦)(自)(知)(。
  新)(金)(融)(记)(者)(郑)(宝)(丽)(
  上)(市)(一)(波)(多)(折)(
  对)(于)(上)(市)(,曾)(担)(任)(红)(蜻)(蜓)(中)(层)(管)(理)(的)(王)(杰)(明)((化)(名)()表)(示)(:“终)(于)(熬)(到)(上)(市)(了)(,也)(算)(完)(成)(了)(钱)(总)((红)(蜻)(蜓)(董)(事)(长)(钱)(金)(波)()多)(年)(来)(的)(心)(愿)(。”他)(对)(新)(金)(融)(观)(察)(记)(者)(说)(。为)(此)(,红)(蜻)(蜓)(早)(在)(6年)(前)(就)(开)(始)(筹)(划)(。
  2009年)(,红)(蜻)(蜓)(已)(经)(开)(始)(谋)(求)(在)(A股)(上)(市)(。当)(时)(,钱)(金)(波)(曾)(公)(开)(透)(露)(,红)(蜻)(蜓)(A股)(上)(市)(的)(计)(划)(正)(在)(积)(极)(推)(进)(,计)(划)(明)(年)((2010年)()向)(证)(监)(会)(上)(报)(上)(市)(申)(请)(材)(料)(。同)(年)(10月)(,红)(蜻)(蜓)(通)(过)(掌)(握)(大)(商)(集)(团)(部)(分)(产)(权)(的)(形)(式)(间)(接)(地)(持)(有)(上)(市)(公)(司)(大)(商)(股)(份)(的)(2.2%。这)(被)(业)(内)(普)(遍)(认)(为)(是)(红)(蜻)(蜓)(上)(市)(前)(在)(资)(本)(市)(场)(的)(热)(身)(。
  接)(下)(来)(的)(几)(年)(,证)(监)(会)(几)(次)(IPO暂)(停)(的)(消)(息)(都)(或)(多)(或)(少)(影)(响)(了)(红)(蜻)(蜓)(的)(上)(市)(。4月)(份)(,红)(蜻)(蜓)(的)(上)(市)(初)(步)(询)(价)(已)(经)(完)(成)(,“因)(公)(司)(收)(到)(举)(报)(且)(需)(要)(进)(行)(核)(查)(,公)(司)(及)(主)(承)(销)(商)(国)(泰)(君)(安)(出)(于)(审)(慎)(考)(虑)(,决)(定)(暂)(缓)(后)(续)(发)(行)(工)(作)(。”红)(蜻)(蜓)(方)(面)(解)(释)(。于)(是)(,原)(本)(5月)(5日)(该)(举)(行)(的)(网)(上)(路)(演)(推)(到)(了)(6月)(。
  举)(报)(指)(的)(是)(鹿)(城)(红)(蜻)(蜓)(皮)(鞋)(厂)(于)(5月)(1日)(向)(中)(国)(证)(监)(会)(的)(实)(名)(举)(报)(称)(,起)(诉)(红)(蜻)(蜓)(侵)(犯)(其)(企)(业)(字)(号)(权)(一)(案)(。据)(了)(解)(,双)(方)(之)(间)(在)(近)(些)(年)(因)(为)(“红)(蜻)(蜓)(”商)(标)(使)(用)(一)(事)(多)(次)(发)(生)(诉)(讼)(。
  在)(王)(杰)(明)(看)(来)(,虽)(然)(前)(后)(折)(腾)(了)(五)(六)(年)(,好)(在)(最)(后)(成)(功)(了)(,“对)(钱)(金)(波)(而)(言)(应)(该)(是)(了)(了)(一)(桩)(大)(事)(,对)(其)(最)(重)(视)(的)(文)(化)(品)(牌)(梦)(,也)(一)(定)(会)(直)(接)(或)(间)(接)(地)(起)(到)(助)(推)(作)(用)(。”他)(说)(。
  外)(延)(式)(扩)(张)(隐)(忧)(
  根)(据)(红)(蜻)(蜓)(招)(股)(说)(明)(书)(信)(息)(显)(示)(,此)(次)(募)(集)(资)(金)(最)(大)(的)(用)(途)(是)(营)(销)(渠)(道)(建)(设)(项)(目)(,直)(接)(的)(措)(施)(是)(“将)(在)(两)(年)(内)(新)(增)(130家)(直)(营)(独)(立)(店)(,其)(中)(包)(括)(:通)(过)(购)(置)(方)(式)(建)(设)(10间)(旗)(舰)(店)(,20间)(标)(准)(店)(;通)(过)(租)(赁)(方)(式)(建)(设)(20间)(旗)(舰)(店)(,80间)(标)(准)(店)(,将)(直)(营)(独)(立)(店)(占)(营)(销)(终)(端)(的)(比)(例)(提)(升)(至)(2.96%。”
  在)(红)(蜻)(蜓)(方)(面)(看)(来)(,这)(样)(的)(举)(措)(有)(助)(于)(完)(善)(公)(司)(的)(营)(销)(模)(式)(,提)(升)(公)(司)(的)(品)(牌)(形)(象)(和)(市)(场)(竞)(争)(力)(,促)(进)(销)(售)(收)(入)(的)(持)(续)(增)(长)(。
  让)(人)(看)(不)(懂)(的)(是)(,近)(几)(年)(红)(蜻)(蜓)(的)(终)(端)(一)(直)(是)(在)(减)(少)(的)(。数)(据)(显)(示)(,店)(铺)(数)(量)(从)(2012年)(末)(的)(4458间)(到)(2014年)(年)(末)(4321间)(,其)(中)(直)(营)(店)(数)(量)(同)(期)(从)(639间)(减)(少)(到)(502间)(。
  对)(此)(,红)(蜻)(蜓)(方)(面)(表)(示)(,“公)(司)(对)(营)(销)(网)(络)(进)(行)(了)(整)(合)(。一)(方)(面)(调)(整)(直)(营)(店)(发)(展)(策)(略)(,加)(强)(直)(营)(独)(立)(店)(的)(运)(营)(管)(理)(,优)(化)(直)(营)(商)(场)(店)(的)(结)(构)(布)(局)(;直)(营)(街)(边)(店)(的)(数)(量)(,已)(从)(2011年)(初)(的)(36间)(发)(展)(到)(2014年)(末)(的)(49间)(,关)(闭)(的)(直)(营)(店)(主)(要)(是)(来)(自)(直)(营)(商)(场)(店)(的)(结)(构)(调)(整)(。”
  但)(无)(论)(如)(何)(,“如)(今)(的)(市)(场)(环)(境)(下)(,采)(取)(开)(店)(这)(种)(外)(延)(式)(扩)(张)(的)(方)(式)(发)(展)(未)(必)(是)(最)(好)(的)(选)(择)(。”王)(杰)(明)(判)(断)(,“毕)(竟)(多)(一)(家)(店)(就)(多)(一)(份)(支)(出)(,整)(个)(市)(场)(情)(况)(不)(好)(,新)(店)(就)(很)(难)(盈)(利)(,有)(可)(能)(得)(不)(偿)(失)(。”
  最)(具)(有)(前)(车)(之)(鉴)(的)(要)(数)(同)(城)(鞋)(类)(企)(业)(奥)(康)(。奥)(康)(国)(际)(在)(2011年)(的)(招)(股)(说)(明)(书)(中)(曾)(表)(示)(,募)(集)(资)(金)(以)(进)(行)(营)(销)(渠)(道)(项)(目)(建)(设)((主)(要)(是)(新)(开)(门)(店)(),但)(由)(于)(需)(求)(低)(迷)(,上)(市)(不)(到)(一)(年)(,奥)(康)(就)(延)(长)(了)(该)(项)(目)(的)(周)(期)(。
  中)(投)(顾)(问)(轻)(工)(业)(研)(究)(员)(朱)(庆)(骅)(也)(认)(为)(,在)(大)(环)(境)(不)(好)(的)(情)(况)(下)(,红)(蜻)(蜓)(依)(然)(进)(行)(外)(延)(式)(扩)(张)(的)(确)(并)(非)(明)(智)(之)(举)(,“当)(务)(之)(急)(是)(进)(行)(内)(涵)(式)(发)(展)(,不)(断)(提)(高)(产)(品)(品)(质)(、优)(化)(品)(牌)(形)(象)(、加)(强)(设)(计)(创)(新)(力)(。”他)(对)(新)(金)(融)(观)(察)(记)(者)(说)(。
  追)(赶)(奥)(康)(的)(步)(伐)(?
  如)(今)(一)(提)(到)(红)(蜻)(蜓)(就)(难)(免)(不)(谈)(到)(奥)(康)(,两)(家)(企)(业)(的)(领)(导)(人)(是)(亲)(戚)(关)(系)(,这)(在)(温)(州)(鞋)(类)(行)(业)(里)(不)(是)(什)(么)(秘)(密)(。
  据)(了)(解)(,钱)(金)(波)(为)(奥)(康)(集)(团)(董)(事)(长)(王)(振)(滔)(妻)(子)(林)(丽)(琴)(的)(舅)(舅)(。1989年)(,王)(振)(滔)(、钱)(金)(波)(等)(人)(分)(别)(出)(资)(一)(万)(元)(成)(立)(永)(嘉)(县)(黄)(田)(奥)(林)(鞋)(厂)((奥)(康)(集)(团)(前)(身)();1995年)(,钱)(金)(波)(将)(永)(嘉)(县)(奥)(林)(鞋)(厂)(的)(出)(资)(额)(全)(部)(转)(让)(给)(王)(振)(滔)(,随)(后)(自)(己)(建)(立)(了)(红)(蜻)(蜓)(。“谁)(也)(不)(知)(道)(为)(什)(么)(当)(初)(钱)(金)(波)(会)(全)(身)(而)(退)(,也)(不)(知)(道)(私)(下)(里)(他)(们)(会)(不)(会)(进)(行)(行)(业)(间)(的)(交)(流)(,但)(后)(来)(红)(蜻)(蜓)(的)(发)(展)(很)(多)(方)(面)(都)(和)(奥)(康)(相)(似)(。”王)(杰)(明)(说)(。
  红)(蜻)(蜓)(的)(主)(要)(产)(品)(为)(男)(鞋)(、女)(鞋)(和)(童)(鞋)(,主)(要)(针)(对)(二)(、三)(线)(城)(市)(,经)(济)(强)(镇)(及)(一)(线)(城)(市)(二)(、三)(线)(商)(区)(的)(消)(费)(者)(,这)(些)(消)(费)(者)(年)(龄)(在)(25-40岁)(,通)(常)(有)(稳)(定)(职)(业)(和)(收)(入)(,主)(要)(为)(普)(通)(公)(司)(白)(领)(、事)(业)(单)(位)(职)(员)(和)(国)(家)(机)(关)(公)(务)(人)(员)(等)(,主)(要)(产)(品)(皮)(鞋)(的)(零)(售)(价)(格)(主)(要)(在)(300-500元)(之)(间)(。
  而)(奥)(康)(除)(了)(没)(有)(童)(鞋)(这)(一)(品)(类)(之)(外)(,其)(市)(场)(定)(位)(、定)(价)(政)(策)(方)(面)(都)(与)(红)(蜻)(蜓)(有)(很)(明)(显)(的)(重)(合)(之)(处)(,而)(前)(者)(在)(2012年)(已)(经)(成)(功)(上)(市)(。
  虽)(然)(红)(蜻)(蜓)(比)(奥)(康)(晚)(了)(3年)(,且)(当)(前)(整)(个)(鞋)(类)(行)(业)(的)(大)(背)(景)(都)(不)(景)(气)(,但)(是)(资)(本)(市)(场)(却)(一)(片)(火)(热)(,“A股)(市)(场)(进)(入)(大)(牛)(市)(时)(期)(,红)(蜻)(蜓)(此)(时)(上)(市)(在)(估)(值)(上)(有)(一)(定)(优)(势)(。”朱)(庆)(骅)(进)(一)(步)(指)(出)(,红)(蜻)(蜓)(上)(市)(后)(一)(方)(面)(将)(获)(得)(充)(足)(资)(金)(,发)(展)(过)(程)(中)(资)(金)(束)(缚)(会)(较)(少)(;另)(一)(方)(面)(,市)(场)(关)(注)(度)(将)(进)(一)(步)(提)(升)(,品)(牌)(影)(响)(力)(扩)(大)(。“这)(对)(于)(奥)(康)(而)(言)(,将)(产)(生)(较)(大)(威)(胁)(。”
  无)(论)(红)(蜻)(蜓)(上)(市)(之)(后)(能)(否)(克)(服)(自)(身)(的)(不)(足)(追)(赶)(上)(奥)(康)(,在)(中)(国)(皮)(革)(协)(会)(副)(理)(事)(长)(、温)(州)(市)(鞋)(革)(行)(业)(协)(会)(执)(行)(会)(长)(谢)(榕)(芳)(看)(来)(,红)(蜻)(蜓)(的)(上)(市)(对)(温)(州)(甚)(至)(中)(国)(的)(鞋)(革)(行)(业)(都)(是)(一)(件)(好)(事)(情)(,“能)(够)(鼓)(励)(那)(些)(还)(没)(有)(上)(市)(的)(大)(企)(业)(去)(争)(取)(,也)(能)(够)(提)(高)(市)(场)(的)(整)(体)(竞)(争)(力)(。”她)(对)(新)(金)(融)(观)(察)(记)(者)(表)(示)(。
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