Recently, Shenyang Cuihua Gold & Silver Jewelry Co., Ltd. recently disclosed the prospectus. The company plans to publicly issue no more than 37.68 million shares and raise funds of about 400 million yuan. All of them are used for investment in the establishment of direct store projects and listed on the Shenzhen Stock Exchange. . The sponsor is GF Securities.
As a company engaged in the design, processing, wholesale and retail of jewelry, Cuihua Gold and Silver Jewelry is a typical company developed by “Before and After Factoryâ€, the main products are gold jewelry.
The prospectus shows that the company's traditional advantage area is in the Northeast. During the reporting period, from 2011 to 2013, the company's main business income from the Northeast region accounted for 48.96%, 43.03%, and 38.89% of total operating revenue, respectively, and the sales area was too concentrated.
In order to improve the concentration of sales, Shenyang catalyzed that the company had established its subsidiary Shenzhen Cuihua in February 2009. It not only optimized the company's product structure with the location advantage of the Shenzhen jewelry industry cluster, but also rapidly expanded its market in the south. space. In 2011, 2012 and 2013, the company's sales in the non-traditional areas of South China and China were significantly increased, which led to a decline in the company's sales in the Northeast.
Despite this, the above situation has not changed the company's main business is too concentrated, the company said that this is directly related to the company's current financial strength, unable to invest more funds in brand promotion and sales network expansion.
Insiders pointed out that the business is too concentrated, relying on a certain region, will challenge the company's ability to resist risks. According to the company, in the current distribution of the company's sales area, if there are major adverse changes in the income and competition environment of the residents in the Northeast, it will still have a large negative impact on the company's operating results.
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