As an online celebrity jewelry brand with the slogan of "love only one person in one's life", the IPO trend of Lydia shares has also been deeply concerned by the market.
Dia Co., Ltd. was established on April 8, 20 10. Mainly engaged in brand operation, customized sales, R&D and design of jewelry, and customized high-quality diamond inlay ornaments such as marriage proposal diamond ring for married people.
DR diamond ring brand under DIA shares adheres to the marketing concept of "a man can only customize one in his life", and its unique positioning has attracted many consumers. According to the company, each man can only customize one ID card in his life, and he needs to sign a unique true love agreement for life when purchasing, which can not be changed for life. When a consumer purchases a product for the first time, the company will bind the buyer's ID card with the recipient's information.
The main difference with other jewels is that DR diamond ring adopts customized sales mode, that is, customers choose jewelry styles from the company's existing product series, and determine the specific diamond parameters, inlay materials, hand sizes, personalized lettering requirements and so on. The fixed production mode enables the company to maintain low opening cost, good cash flow and inventory level.
In addition to selling products, Dia also provides offline services for consumers. According to the company's official website information, there are more than 300 direct-selling true love experience stores in the world. Consumers can make an appointment to try it on and enjoy the in-store proposal planning service.
According to the analysis of Prospective Industry Research Institute, at present, the source of diamond consumption demand in China mainly comes from wedding scenes, and the penetration rate of diamond ornaments in wedding rings is still low, and the penetration rate of first-tier cities with more developed economies is about 61%; Second-tier cities are 48%; The penetration rate of third-and fourth-tier cities is only 37%.
According to Bain &; The Global Diamond Industry Annual Report 2020 jointly issued by Bain Company and Antwerp World Diamond Center predicts that the global demand for diamond jewelry will return to the pre-epidemic level from 2022 to 2024, and the China market will be in the forefront of development.
According to the report, due to the epidemic, jewelry consumption has developed to localization in the past year, mainly benefiting from China Merchants. In the long run, once the global tourism industry recovers, this trend will fade, but young consumers in second-and third-tier cities will support the continuous demand for diamonds and jewelry and promote the further development of the China market.
From 20 18 to 2020, the company realized the operating income of 65,438.05 billion yuan,166.5 billion yuan and 2,464 million yuan respectively, increasing year by year. The net profit was 270 million yuan, 260 million yuan and 560 million yuan respectively.
It is worth mentioning that during the reporting period, the gross profit margin of Lydia was 69.82%, 70.2 1% and 69.37% respectively, which was much higher than that of comparable companies in Lai Shen Tong Ling, Zhou Dasheng and Leofoo.
At the same time, the R&D expense ratio of DIA shares is higher than the average level of the same industry (except Hengxin Xili).
Dia's main products are marriage proposal diamond ring, wedding ring and other accessories. In 2020, the marriage proposal diamond ring accounted for 76.3 1%, the wedding ring accounted for 22.65%, and other ornaments accounted for 1.03%. The proposal diamond ring is still Dia's main sales product.
During the reporting period, the unit price of main products of Dia shares generally showed an upward trend. The unit price of marriage proposal diamond ring is from 1.600 yuan/piece in 2065 to 4.38+0.09 million yuan/piece in 2020, and the unit price of wedding ring is from 0.40 million yuan/piece in 2065 to 4.38+0.45 million yuan/piece.
In 2020, the products in the price range of 65,438+0,000 yuan to 20,000 yuan in the marriage proposal diamond ring are the main income of the company, accounting for 34.72% of the income.
At present, the number of stores in the company is mainly distributed in East China. In 2020, there will be 143 stores in East China, accounting for 40.5 1%.
From 20 18 to 2020, the company's sales expenses were 500 million yuan, 674 million yuan and 730 million yuan respectively, showing a continuous growth trend, and the proportion of sales expenses to operating income was 33.32%, 40.5 1% and 29.58% respectively.
In 2020, the growth rate of sales expenses declined due to factors such as social security expenses of some personnel and rent reduction of some stores during the epidemic.
During the reporting period, the marketing expenses were 65,438+03,966,5438+06, 300 yuan, 65,438+03,803, 840 yuan and 65,438+03,725, 950 yuan, accounting for 27.93%, 20.47% and 65,438 respectively. This is mainly because in 2020, the company actively reduced the promotion investment during the epidemic and shifted the promotion investment from traditional social networks, search engines and offline channels to short video channels.
The slogans of DR diamond ring "one life, one true love" and "one life" have shaped a unique brand image, which is obviously different from other diamond ring brands.
However, as early as 20 18, the writer Cao repeatedly proposed to Lydia that the idea of "sending only one person in one's life" originated from his work "Establishing the only love and belief registration institution in the world" and sent a picture of the copyright registration certificate about this work to the head of the company's legal department.
Cao said: "In October 2011year 10, I publicly publicized the concept that only one person can register for a lifetime. In May 20 12, the concept of DR diamond ring' only one diamond ring can be purchased for a lifetime' appeared in Weibo. Therefore, this concept is suspected of copying the concept of love registration that I publicly promoted. "
Lydia shares disclosed in the prospectus that the company owns the copyright of a written work "True Love Agreement". The copyright of this written work is Shenzhen Dairui Jewelry Co., Ltd., and the creation and first publication time of True Love Agreement is 2065438+April 8, 2000, and the registration number of this work is Guo Zuo Deng Zi -20 15-A-00 184800.
The Audit Committee of the China Securities Regulatory Commission has also asked about the background and reasons of the concepts of "only one person in a lifetime", "only one diamond ring can be customized in a lifetime" and "only one diamond ring can be purchased in a lifetime", whether to apply for intellectual property protection, whether to infringe others' intellectual property rights or falsely use others' design ideas and creativity, and whether there are disputes, disputes or potential disputes.
DIA said in its reply that since June 20 18, 10, the head of the legal department of the company has also received complaints from relevant natural persons, but thinks that it has failed to provide effective and sufficient evidence and has not initiated formal dispute resolution procedures. As of the date of signing the prospectus, there are no disputes, disputes or potential disputes about the above ideas.
At the same time, Lydia shares also admitted in its reply that "the concepts of' only one person can be sent in a lifetime',' only one diamond ring can be customized in a lifetime' and' only one diamond ring can be purchased in a lifetime' do not belong to the scope of intellectual property protection stipulated in Article 123 of the General Principles of Civil Law of People's Republic of China (PRC) (hereinafter referred to as the General Principles of Civil Law), and the company has not applied for intellectual property protection for these concepts."
Regarding whether the marketing concept involves false propaganda, the company replied that it has formulated clear product purchase rules and relatively strict and effective control measures, and does not involve false propaganda. During the reporting period, the company strictly implemented the purchase rule of "only giving one person for a lifetime", and there was no case that one person bought the diamond ring for marriage proposal many times except for upgrading and exchanging money and making up the purchase.
In addition to the marketing concept, Cao's report on Lydia shares is that he has falsely publicized his brand history on a large scale for several years in a row.
From the screenshots of official website provided by Cao in August 12, 20 17, April 17 and June 1 day, it can be seen that official website once introduced the brand history of the company: "Dairui Jewelry belongs to Hong Kong Jewelry Group and began to customize rough diamonds in the 1990s". These excellent diamonds can only be bought by a few top jewelers. "
But in fact, the business scope of Shenzhen Dairui Jewelry Co., Ltd. (that is, Dairui Limited) only increased the purchase and sale of jewelry, diamonds, platinum, gold, silver and their accessories at 20 1 1, while Hong Kong Dairui is a third-level wholly-owned subsidiary of Dia Company, which was established at 2010 360.
In the prospectus, Dia shares also admitted that official website's propaganda about the brand establishment time and related contents was "false advertisement", but it was considered as "imprecise expression" and that "the actual impact was small because the advertising terms were cancelled."
In this IPO, Lydia intends to raise 65.438+0.28 billion yuan for channel network construction projects, information system construction projects, diamond jewelry R&D and creative design center construction projects and supplementary working capital. Among them, the amount of supplementary liquidity is 380 million.
However, from 2018 to the end of 2020, DIA shares held100000 yuan,1600000 yuan and1800000 yuan respectively, while financial investment-related projects were1900000 yuan, 340 million yuan and 920 million yuan respectively.
In addition, during the period of 20 18-2020, the company paid dividends to shareholders for three times, with dividend amounts of1500,000, 90 million and1200,000 respectively, totaling 440 million. In this way, the company is not short of money.