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History And Development

History And Development
In December 1995, a soft opening of Nanjing Xinjiekou Store took place with Gross Floor Area of over 33,000 sq.m., under the " " service logo in Nanjing’s Xinjiekou commercial district. Nanjing Xinjiekou Store was officially opened in April 1996.

The Group began a VIP members program in June 1996.

Leveraging on the experience in operating Nanjing Xinjiekou Store, the Group commenced business in Nantong in September 2000 by entering into a management arrangement for the operation of Nantong Store. In July 2002, the Group acquired the property where NantongStore situates, thereby increasing the Group’s Gross Floor Area to over 42,000 sq.m.

In December 2000, the Group launched its website (www.goodee.cn) as a platform designed to improve connection with customers and brand marketing. As at 31 December 2005, the number of registered users of the Group s website exceeded 23,900.

In October 2001, Nanjing Xinjiekou Store was accredited with the certification of the Quality Management System (GB/T19001-2000-ISO9001: 2000) recognized by the International Standards Organization applicable to the development of retail merchandising and service.

in October 2001, the substantial part of Yangzhou Store was opened on the Group’s own property, increasing the Gross Floor Area of the Group’s department stores to nearly 80,000 sq.m.

Since August 2002, the " " service logo was recognized as a "Famous Trademark of Jiangsu province"by the Jiangsu Administration for Industry and Commerce.

In December 2002, the Group expanded its retail business to Suzhou and established Suzhou Store by leasing such property while expanding the Gross Floor Area of the Group to nearly 95,000 sq.m.

In November 2003, the Group launched the "Golden Eagle alliance" a VIP value-added exclusive service program to provide VIP members with preferential discounts at allied establishments such as food and beverage stores, entertainment centres, bookstores, beauty saloons, hairdressers, cinemas, tourist attractions and hotels.

In December 2003, the Group opened Xuzhou Store on the Group’s own property, increasing the Gross Floor Area of the Group’s department stores to about 146,030 sq.m. Among all of the Group’s department stores, Xuzhou Store has the largest Gross Floor Area of about 51,000 sq.m.

In February 2004, the Group launched its customer service hotline ( "800 Customer Service Hotline" to handle complaints and/or provide sales-related services to customers, thereby enhancing the efficiency and image of the services provided by the Group s department stores.

In March 2004, the Group fully launched its self-developed ERP system. The management of the Group has been managing the Group s VIP members' information, POS, managerial accounting and human resources allocation through the ERP system.

In August 2004, the Group launched its chain-wide VIP member bonus points program, by which VIP members can enjoy discounts, bonus points savings and reward redemptions at any of the Group’s department stores.

The Group began its expansion plan outside of Jiangsu province in late 2004. In December 2004, the Group invested RMB5 million in Xi an Golden Eagle as its contribution to Xi’an Golden Eagle’s registered capital and as part of an expansion plan to expand the Group’s network outside of the Jiangsu province. As a result of such investment, the Group had a 16.7% equity interest in Xi’an Golden Eagle.

On 12 May 2005, Xi an Guo Tai Investment, Xi’an Blue Sky Real Estate, Mr. Shi Yong and Nanjing Xinjiekou Store entered into an agreement of transfer of equity interest in Xi’an Golden Eagle. On 2 June 2005, Xi’an Golden Eagle completed the business registration of such change of equity interest and obtained the relevant business license. Following the transfer of equity interest, Nanjing Xinjiekou Store and Mr. Shi Yong hold 75% and 25% equity interest in Xi’an Golden Eagle respectively.

On 12 May 2005, Xi an Guo Tai Investment, Xi’an Min Sheng, Xi’an Golden Eagle and Nanjing Xinjiekou Store entered into an agreement of transfer of equity interest in Xi’an Store. On 30 June 2005, Xi’an Store completed the business registration of such change of equity interest and obtained the relevant business license. Following the transfer of equity interest, Nanjing Xinjiekou Store and Xi’an Golden Eagle hold 10% and 90% equity interest in Xi’an Store respectively while the Group has a 77.5% attributable interest in Xi’an Store. Xi’an Store has been operated by the Group after the completion of business registration since July 2005. Since then, Xi’an Golden Eagle and Xi’an Store have been integrating themselves to the Group’s system, including but not limited to the use of " " service logo. Further, the successful acquisition increased the Gross Floor Area of the Group’s department stores to over 159,000 sq.m.

March 21 st , 2006. Golden Eagle Retail Group listed on main board of Hong Kong Exchanges and Clearing Limited. The success established stable financing base for the chain development of Retail Group.

April 13 th , 2006. Shanghai Golden Eagle Real Estate Ltd established. The group started the practical operation and management of self-supported brand.

April 18 th , 2006. Golden Eagle started Xi-an Gaoxin Store business gorgeously. This was a pivotal step to expand outside provide for the group.

June 15 th , 2006. Golden Eagle Group formally signed cooperate agreement with Huian Huali Shuguang real estate Ltd, joined in the No.1 city of Huaihai project.

September 27 th , 2006. Golden Eagle Retail Group floated HK$ 1,000 million convertible bond, additionally promote the group financing strength.

October, 2006. Nanjing Store awarded the top-level title by China Ministry of Commerce. This award indicated that Nanjing store's leading space of environment, service level and other area was approved by authority department.

November 8 th , 2006. Golden Eagle Retail Group signed cooperate agreement with Lian-yungang Huijin real estate Ltd, developing the old city rebuild project in Yancheng city 2 nd bridge area together. This is another key step for the group's chain development in North Jiangsu Province.

November 18 th , 2006. Golden Eagle Retail Group took over Kun-ming Huguo real estate Co. This was the first step of Southwest China strategy.

December 18 th , 2006. Taizhou store opened. The turnover of first day exceeded 900,000 RMB. Group provide full of trust to Taizhou store.

On 1 August 2007, Kunming Store was soft opened. This store is the Group’s first chain store in the southwest region. It enjoys favourable geographical conditions and is successfully positioned as a high-end department store.

On 28 December 2007, Zhujiang Store was soft opened. It is the second chain store in Nanjing. The opening of Zhujiang store expanded the Group’s market share in the market of Nanjing and consolidated the leading role of the Group in the department store industry in Jiangsu province.

In March 2008, entered into a management consultancy agreement with Shanghai Golden Eagle International Shopping Centre Co., Ltd. for a term of 3 years commencing from14 March 2008.

In May 2008, Shanghai store was temporarily closed for renovation and plan to re-opened in the second quarter of 2009.

August 28th 2008. Huai’an store soft opened, this will further consolidate the Group’s leading position in Jiangsu Province.

◆In November 2008,the Company entered into a management service agreement with Nanjing Orient Department Store Co. Ltd for a term commencing from 1 January 2009 to 31 December 2009.

◆In December 2008, Yancheng Store soft opened, the new store achieved gross sales proceeds of around RMB4.2 million on the first day, which was a record high in daily gross sales proceeds during soft opening among its department stores.

◆During the year under review, the Management service agreement of Nanjing Orient Department Store has been renewed for another 3 years, commencing from 1 January 2010 until 31 December 2012, as agreed between the patties.

◆The second storein Yangzhou, also known as the Yangzhou Jinghua Store, commenced business in April 2009. The store is located at a new shopping district of Yangzhou. It has successfully created synergies with Yangzhou Wenchang store. The growing sales of the two stores further strengthened the Group’s market share in Yangzhou city. Moreover, Yangzhou Jinghua Store is also the Group’s first attempt to implement multi-store strategy in third-tier cities. The current performance proves that this strategy is efficacious and practicable.

◆Shanghai Store commenced soft opening in May 2009. The shopping environment of the store was effectively improved by its brand new exterior façade and interior design. In addition, the introduction of GUCCI’s flagship store in the PRC and other leading international brands enhanced the growth prospects of the Shanghai Store.

◆Nanjing Hanzhong Store commenced operation in July 2009 and positioned itself as a retail outlet, which is different from that of Nanjing Xinjiekou Store and Nanjing Zhujiang Store.

◆The additional area of Taizhou Store commenced operation in October 2009. The gross floor area of Taizhou Store was enlarged to approximately 58,000 square meters, which will facilitate the expansion and enrichment of its product categories and brand mix and help to increase and strengthen its market share.

◆Nanjing Xianlin Store, which is the Group’s fourth self-owned store in Nanjing, commenced soft opening on 18 December 2009.


 
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