Fuguiniao to join the Jinjiang-brand family

Fuguiniao to join the Jinjiang-brand family

On May 28, Fuguiniao, the traditional famous menswear brand and shoemaker, returned to the public with a brand new look. The brand was won by Hong Dingchao, an entrepreneur in Jinjiang, in a recent public auction. After Hong’s host, Fuguiniao has finally ended its ups and downs and joined Jinjiang-brand family. Before that, Fuguiniao had gone through a serious of difficulties such as delisting, bankruptcy, and reorganization.

Auction of Fuguiniao totaled 234 million yuan

The transfer of Fuguiniao’s ownership begins on October 29, 2019.On the morning of the same day, Fuguiniao opened its third bankruptcy auction on Alibaba, starting at 182 million RMB yuan. Finally, the auction was closed at 12:31. The one with the bidding number of “B9332” won the bankruptcy property of Fuguiniao company with 234.0808 million yuan, including about 120 million yuan of receivable prepayment claims, 52.6812 million yuan of raw material products and other inventories, 26.9759 million yuan of long-term equity investment, 1.2134 million yuan of machinery and equipment, 82.1411 million yuan of trademark patents and other intangible assets. This No. B9332 bidder is Hong Dingchao, an entrepreneur in Jinjiang.

Hong has been engaged in textile, finance, and other industries for decades. As the chairman of Xiamen Xindongsen Holding Co., Ltd., Hong’s been committed to protecting traditional national brands. The good sense of business and his confidence in a new business model of asset-light is helping him steadily advance toward a prosperous business future.

Fuguiniao’s rebirth sparked the public’s introspection

From resplendence to silence and finally rebirth, Fuguiniao, this former menswear brand and shoemaker giant has provided a significant lesson for Jinjiang’s enterprises with similar business and organization structures.

Established in the 1990s, Fuguiniao had received numerous reputations in its history. From 1998 to 2012, Fuguiniao won the titles and awards such as “China’s Top Shoemaker”, “China’s Quality Leather Shoemaker”, “China’s Famous Brand”, “Fujian Famous Brand” and “The Most Competitive Brand in the Market” to mark its achievements.

At that time, Fuguiniao’s advertisements and slogans were popular around the streets. In its peak, Fuguiniao was ranked as the third-largest manufacturer of business casual shoes in China, the sixth-largest manufacturer of both all-shoes and women’s shoes, accounting for 4.1% and 2.3% of the market share respectively. On December 20, 2013, Fuguiniao Co., Ltd. went to Hong Kong for listing, ushering in the highlight moment. On the first day of listing, its share price once hit HK$8.9 per share, with a market value of HK$10 billion.

Since 2014, however, the company has suddenly stopped its high-speed pre-initial-public-offering growth. And in 2015, for the first time, the net profit of the company declined. On September 1, 2016, Fuguiniao announced the suspension of trading on the grounds that it would take additional time to complete the preparation of several materials for the mid-term performance. In the first half of 2017, there was a loss of 10.8873 million yuan for the first time. And after the release of the interim financial report in 2017, Fuguiniao has no more financial reports to disclose. Finally, Fuguiniao was delisted on August 26, 2019.

　　富贵鸟入列“晋江系”

　　5月28日，富贵鸟以“启腾”新姿归来。由晋江企业家洪顶超入主后，历经坎坷的富贵鸟以全新面貌重启。这一驰名几十载的中国驰名商标，终于入列品牌之都晋江。“富贵鸟”在历经退市、破产重组等一系列风波之后，由晋江企业家在公开拍卖中竞得。

　　晋江企业家2.34亿元拍下

　　易主的故事，要从2019年10月29日说起。当天上午，富贵鸟公司在阿里拍卖平台上，开启第三次破产拍卖，起拍价为1.82亿元。最终，这场拍卖在中午12:31敲定，竞买号为“B9332”者以2.340808亿元拍得富贵鸟公司破产财产，其中包括约1.2亿的应收预付类债权，5268.12万元的原材料产品等存货，2697.59万元的长期股权投资，121.34万元的机器设备等，以及8214.11万元的商标专利等无形资产。这个竞买号为“B9332”的买家就是晋江企业家洪顶超。

　　纵横纺织、金融等领域数十载，身为厦门鑫东森控股有限公司董事长，洪顶超不仅怀有守护一代国民品牌的情怀，也出于对品牌价值的理性判断，更构思了轻资产这一新的商业模式，稳步朝着脑海中的事业版图奋进。

　　富贵鸟生死路引深思

　　从辉煌到沉寂再到“重启”，曾经的福建一代“鞋王”富贵鸟的发展历程值得业界，特别是产业结构、企业结构相近的晋江企业深思。

　　成立于上世纪90年代的富贵鸟，载誉无数。1998年至2012年间，富贵鸟先后荣获“首届中国鞋王”“中国真皮鞋王”“中国驰名商标”“福建省名牌产品”“最具市场竞争力品牌”等称号和奖项。

　　彼时，“踏上富贵鸟，超越豪华人”的广告语传遍大街小巷。巅峰时期，富贵鸟一度跻身国内第三大品牌商务休闲鞋产品制造商、第六大品牌鞋产品制造商及女鞋制造商，分别占据4.1%、2.3%的市场份额。2013年12月20日，富贵鸟股份有限公司赴港上市，迎来了高光时刻，上市第一天，其股价一度冲到了8.9港元/股，市值达百亿港元。

　　但从2014年开始，富贵鸟突然结束了上市前的高速增长。2015年，富贵鸟的净利润首次出现了下滑。2016年9月1日，富贵鸟宣布停牌，理由是需要额外时间完成编制供载入中期业绩的若干资料。2017年上半年首次出现亏损1088.73万元。而自2017年中期财报后，富贵鸟就再无财报披露。2019年8月26日，富贵鸟被取消上市地位。

　　本期策划：卢古质

　　本报记者：施珊妹  蔡明宣  董严军  陈巧玲

　　翻译校对：张蕾 黄荣足 黄雅君 刘巧艺

　　本期编辑：王昆火

　　本期校对：杨晨辉