The brand department may have been abolished due to the failure of the IPO.
1min read On August 15, the market reported that the light-weight outdoor lifestyle brand "Dohia" had completely dismantled the brand department, and the employees of the public relations department had all resigned, and the market department had been merged into the sales department. Dohia has not responded to this. Some insiders believe that the departmental dismantling of Dohia may be related to the failure of its IPO.
According to public information, Dohia was founded in 2013, and it initially entered the market with an umbrella. It gradually developed into a best-selling product such as a small black umbrella and a gas umbrella. When the first sunscreen small black umbrella entered the market, it broke the users' cognition with a starting price of more than 200 yuan. After that, Dohia continued to expand its product categories and launched sunscreen products such as sunscreen suits, face masks, and sleeves, covering women, children, and men.
In April 2022, Dohia submitted its listing application to the Hong Kong Stock Exchange for the first time, and failed. In October 2022, Dohia submitted its listing application for the second time, and there is no further progress.
The prospectus shows that Dohia's revenue has grown year by year, from Rmb 385 million in 2019 to Rmb 2.41 billion in 2021. However, the rapid growth of revenue did not bring Dohia rich profits. In 2019-2021, Dohia's net profit attributable to its shareholders was -Rmb 23 million, -77,000 yuan and -547.3 million yuan respectively.
One year after Dohia submitted its listing application, in 2023, Dohia officially announced its brand positioning of "light-weight outdoor" to the outside world with a series of brand advertisements featuring the popular TV series "The Legend of the Scarecrow". Then, it announced that Zhou Junlai was the brand ambassador, officially opening a new era of the brand's "light-weight outdoor". In March 2024, Dohia announced that Yang Mi was the brand ambassador, trying to further expand the light-weight outdoor market.
