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China Soft Capital invests Sego sports retail

China Soft Capital today announced the investment of the leading sports consumer retail brands, Harbin Sego Sports Franchise Ltd. China Soft Capital is one of the major investors of Sego in this round of financing, and cooperation with other investment institutions, including Fosun Wealth PE Fund. Previously in 2010, the Sego completed a first round of financing, and was invested by many investment institutions including Everbright Holdings.

Sego is a very large domestic top sports and leisure brands retail chain with international business coverage, and is mainly engaged in over dozen of well-known brands, such as Nike, Li Ning, Kappa, Adidas, Columbia, Jack Wolfskin, etc. Sego also owns nearly hundred self-own chain stores, with more than 3,000 employees. In recent years, Sego stands in a strong domestic sporting goods market-dominant position, and vigorously develops overseas market and achieves good operating results, which also lays up a solid foundation for expanding national market chain.

Based on the China's continued growth in consumer upgrade market demand, the prospects of outdoor sports and leisure goods market are highly optimistic about the industry. The investment funds, such as China Soft Capital, will further push forward Sego to have sustained, rapid and healthy development, and help strengthen Sego’s advantages to stabilize channel, reasonable price, fine management, and improve service. All these will grow Sego to be an outstanding show case of corporate sporting goods chain.

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