New stock news | It is rumored that Jiaxia's brand department will be downsized, possibly related to the lack of hope for IPO.

On August 15, there were market rumors that the lightweight outdoor lifestyle brand Jiaoxia had completely disbanded its brand department, with the public relations department employees all resigning, and the marketing department being merged into the sales department. Jiaoxia has not yet responded to this. Some industry insiders believe that this restructuring at Jiaoxia may be related to the lack of hope for an IPO. According to public information, Jiaoxia was founded in 2013, initially entering the market with sun umbrellas, and later creating popular products such as the "little black umbrella" and capsule umbrellas. When the first sun protection umbrella entered the market, the price starting at 200 yuan broke users' perceptions. Jiaoxia then continuously expanded its product categories, launching sun protection clothing, face masks, arm sleeves, and other sun protection products, covering a wide range of female, children, and male consumers. In April 2022, Jiaoxia submitted its prospectus for an IPO in Hong Kong for the first time, which failed, and then re-submitted it in October 2022. Currently, there have been no further developments. The prospectus shows that Jiaoxia's revenue has been rapidly increasing year by year, from 385 million yuan in 2019 to 2.407 billion yuan in 2021. However, the rapid revenue growth has not brought substantial profits to Jiaoxia. From 2019 to 2021, Jiaoxia's net loss attributable to shareholders was 23 million yuan, 77,000 yuan, and 547.3 million yuan, respectively. A year after submitting the prospectus, in 2023, Jiaoxia officially announced its brand positioning as "lightweight outdoor" through a highly popular brand film called "Awakening of Insects." Following this, they announced Jay Chou as the brand ambassador and launched a new era of "lightweight outdoor" for the brand. In March 2024, Jiaoxia announced Yang Mi as the brand ambassador, aiming to further expand the market for lightweight outdoor products.