An announcement from a listed company linked Hongdou Co., Ltd., a well-known clothing company, with new energy.
Hongdou Co., Ltd. announced on July 16 that its holding subsidiaries Hongri Wind Energy and Chaoyi Power plan to invest 1.5 billion yuan to build a 3GW high-power solid-state lithium battery intelligent manufacturing project, with Hongri Wind Energy holding 90% of the shares. The company expects annual project sales revenue to reach 4.5 billion yuan after completion and production.
After cross-border new energy, Vosges and Xinlong Holdings, both in the textile and apparel sector, respectively deployed lithium raw material technology research and development, manufacturing and sales, as well as new energy vehicle battery swap network operations. But it is still in the early stages of layout. Therefore, Hongdou Co., Ltd.’s bold crossover into the new energy track has attracted attention.
Layout new energy
The reporter noticed that Hongdou Co., Ltd.’s signal to build solid-state lithium batteries began with the establishment of Hongri Wind Energy in early May this year. Hongri Wind Energy was jointly established by Hongdou Group, Hongdou Co., Ltd. and Jiangsu Hongri New Energy Co., Ltd. Not long after its establishment, Hongri Wind Energy signed a strategic cooperation agreement with the East China Branch of PowerChina New Energy Group, China’s leading wind power company. The two parties will strengthen cooperation in the integration of investment, construction and operation in the new energy field, and actively explore the development and construction of low-carbon parks.
On June 22, Hongri Wind Energy signed the “Investment Framework for 2GW Wind Power Generation and Energy Storage Project and 3GW High-Power Solid-State Lithium Battery Intelligent Manufacturing Project” with Jining District Government, Zhongneng Huaan (Zhuhai Hengqin) Fund Management Co., Ltd. and other entities Agreement”, intends to participate in the construction of the new energy “manufacturing and power generation integration project” in Jining District, Ulanqab City, specifically including: Hongri Wind Energy and its consortium, as professional service providers for wind and photovoltaic power generation projects, undertake 2GW wind power generation and storage EPC engineering of energy projects and provide professional operation, maintenance and management services; jointly set up a project company with the consortium to build a 3GW high-power solid-state lithium battery intelligent manufacturing production line.
On July 8, Hongdou Co., Ltd. announced that it planned to transfer 38% of the equity of Hongri Wind Energy held by the controlling shareholder Hongdou Group for 0 yuan. At the same time, Hongdou Power and Hongri New Energy plan to transfer their 17% equity and 3% equity in Hongri Wind Energy respectively to General Shares, and Hongdou Shares will give up the right of priority to transfer this part of the equity. Since Hongdou Group is the controlling shareholder of Hongdou Co., Ltd., and Hongdou Power, Hongri New Energy, General Electric Co., Ltd. and Hongdou Co., Ltd. are all controlled subsidiaries of Hongdou Group, the above-mentioned transfer of equity and the waiver of the right of priority constitute related transactions, but do not constitute significant assets. Reorganization.
Before this transaction, Hongdou Group held 45% of the shares of Hongri Wind Energy, Hongdou Co., Ltd. held 30% of the shares, Hongdou Power held 20% of the shares, and Hongri New Energy held 5% of its shares. After the transaction was completed, Hongdou Co., Ltd. became the largest shareholder of Hongri Wind Energy, with its shareholding ratio changing to 68%; General Co., Ltd. held 20% of the equity and became the second largest shareholder.
Hongdou shares stated that through this transaction, the company has obtained a controlling position in Hongri Wind Energy under the premise of strictly controlling investment risks, which will help the company further seize the development opportunities of the new energy market, accelerate the layout of green investment in new energy, and help the company long-term development. Hongdou Co., Ltd. also stated that the company’s main business is still the production, processing and sales of clothing. Hongri Wind Energy has been established for a short period of time, and its relevant technology accumulation, talent reserve and business model are still being continuously enriched and improved. There is a risk of uncertainty in the actual operating performance during subsequent operations.
As a result, industry insiders believe that it remains to be seen whether the company will make substantial progress in this cross-border new energy project.
Create new growth
So, what’s the reason behind Hongdou’s cross-border new energy?
The performance report shows that from 2020 to 2021, although Hongdou Co., Ltd. used “store online” as a breakthrough in its main business to accelerate the in-depth transformation of global marketing, it has been under pressure year by year under the impact of the epidemic, and its net profit attributable to the parent company has continued to decline. Entering 2022, Hongdou’s main operating income increased in the first quarter, but the net profit attributable to shareholders of listed companies fell by 41.03% year-on-year. Some analysts believe that in order to quickly improve the “hematopoietic” problem, Hongdou Co., Ltd. must develop new growth points beyond its traditional main business.
Soochow Securities research report analysis pointed out that the growth of the main textile and apparel industry was hampered, and coupled with the recurrence of the new crown pneumonia epidemic in the first half of the year, the performance of some listed textile and apparel companies fell sharply or suffered losses. Under the background of “double carbon”, the new energy sector has become a high-growth track.
The reporter noticed that it is not just Hongdou shares that are also entering the new energy track. New energy has become one of the main investment lines of current textile and apparel companies. 12 listed textile and apparel companies, including Hongdou Co., Ltd., Hongda Hi-Tech, Vosges Co., Ltd., Jiangsu Sunshine and Xinlong Holdings, have entered the new energy track, covering areas including Automotive interiors, lithium mines and lithium iron phosphate projects, photovoltaic and other power generation projects, lithium battery projects and other related fields.
In 2021, home textile leader Vosges joined hands with Ou’an New Materials to establish a new energy materials company. In June of the same year, Xuanwei New Materials was established. Its main projects include new material technology research and development, coating manufacturing and sales. In the same year of 2021, Hainan Coulomb and Coulomb Energy Network, the secondary subsidiaries of Xinlong HoldingsLaunch Hainan new energy vehicle battery swap network operation business. In January this year, Hongda Hi-Tech stated on its interactive platform that it is currently supplying automotive interior fabrics for mid-to-high-end brands such as BMW for mass production. In March this year, Jiangsu Sunshine planned to establish Inner Mongolia Chengan New Energy Co., Ltd. in Baotou City with 2 billion yuan; in April, it also planned to invest in a photovoltaic new energy industry chain project in Baotou City, with a total investment (excluding power stations) of approximately 20 billion yuan Yuan.
Because it is still in the early stages of layout, new projects have not yet had a substantial impact on this year’s performance. In the first quarter, Hongda Hi-Tech’s main operating income fell by 9.44% year-on-year, and net profit attributable to shareholders of listed companies fell by 35.07% year-on-year. Vosges’ semi-annual report achieved double growth in performance, but the growth rate of the company’s net profit attributable to shareholders of listed companies was not as fast as the growth rate of its main operating income. Xinlong Holdings’ semi-annual report performance preview showed that the net profit attributable to shareholders of the listed company turned from profit to loss.
Guosheng Securities researcher Ju Xinghai released a research report analysis and mentioned that listed companies achieve scale growth and industrial upgrading through strategic transformation and external mergers and acquisitions. In general, various considerations that use capital as a link, or focus on the main business, cross-border, or transformation must have their rationality. In fact, whether it is a complete change of the main business or diversification of operations, the industries in which listed textile and apparel companies operate across borders have become market hot spots over the years, from real estate, finance, and the Internet to the current new energy, new materials, medical, Mobile games, cultural media, smart markets, etc.
Practice has proved that some listed textile and apparel companies have continued to strengthen the power source of performance growth through cross-border operations, and have fed back and supported the development of their main businesses.
New achievements in main business
In fact, this is not the first time that Hongdou shares have crossed borders. Although it has entered hot areas such as real estate, it is still more widely known as the Hongdou brand, which mainly sells clothing. In 2021, the company’s main business includes Hongdou men’s clothing comprehensive retail and Hongdou professional wear customization. Clothing business revenue accounts for 83.32% of operating income.
Based on its main business advantages, Hongdou Co., Ltd. has never relaxed its enterprising spirit and strives to expand the connotation and extension of the brand. For example, Hongdou Co., Ltd. has been focusing on offline channels to promote the brand retail business of “Hongdou Men’s Wear”. Since 2020, Hongdou Co., Ltd. has made efforts online to promote the accurate docking of supply and demand. Since the second half of 2021, Hongdou Co., Ltd. has launched a strategic upgrade focusing on the men’s wear business on the main battlefield, clarifying the new positioning of “classic and comfortable men’s wear”, focusing on increasing investment in research and development, channels, communication and other aspects, and forming a research and development system focusing on comfortable men’s wear in research and development. Consolidate the new brand positioning in communication. Take Hongdou’s “zero-feel” comfortable shirt as an example. It creates 5 3D three-dimensional tailoring and uses Swiss patented polymer materials, which can automatically adjust with temperature and sweat level. It was promoted through celebrity endorsements, industry experts and other high communication methods, and sales soon exceeded 150,000 pieces.
At the same time, the brand cultural image that Hongdou has cultivated for many years is also beginning to bear fruit. For more than 20 years, Hongdou Co., Ltd. has worked hard to create the “Hongdou Chinese Valentine’s Day”. Now this event has become a cultural symbol of the Hongdou brand, and with the rise of the national trend, it has become more deeply rooted in the hearts of the people. At this year’s CCTV Chinese Valentine’s Day party, the aerospace creative recitation short film was paired with the song “As You Wish” to answer the Chinese people who have looked up at the stars throughout the ages; the cloud chorus “Come from the World” gave a new meaning to “Qixi Festival Begging for Skills”… many contagious songs The scene makes the “red bean” element “implanted” more deeply.
At the 22nd Hongdou Chinese Valentine’s Day and Hongdou’s 65th anniversary cloud celebration of “65 Years of Comfort”, Hongdou Co., Ltd. took advantage of the opportunity to release the first innovative development trend report of the comfortable men’s clothing industry, and joined hands with the China Garment Association and China Textile Construction Planning The institute jointly established a new clothing consumption (comfortable men’s clothing) research center. In the next three years, the center will focus on comfort, conduct research on the men’s clothing consumer market, promote innovative practices in men’s clothing brands and categories, and become a “pioneer in the comfortable men’s clothing track.”
Dai Minjun, executive vice president of Hongdou Group and chairman of Hongdou Co., Ltd., said that as one of the first rising men’s clothing brands in China, Hongdou Men’s Wear should provide more and better comfortable products to give back to consumers.
Zhang Jie, chief engineer of China Textile Construction and Planning Institute, believes that “new comfort” has broad market prospects. It will be a new trend in the men’s clothing industry and become a booster to lead new consumption. Giving comfort new connotations, building new comfort standards, and delivering new comfort experiences will make the men’s clothing industry have great potential.
Ding Shijie, an analyst at Guosen Securities, said that in the medium to long term, the market is still optimistic about the increase in the share of high-quality local brand companies amid the boom in domestic products.
So for those “red beans” who still focus on textiles and clothing as their main business, does this herald a bright future?
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