IPOs require marketing and a story about the future. They are about taking ownership. To help revive the IPO market, the US has taken steps to loosen procedures, especially for start-up companies, and the UK is taking similar steps. The past year has also seen banks rethinking their approach to IPOs by creating investor “fan clubs earlier, re-examining fee structures, selling smaller chunks and tightening timetables. The aim is to rebuild trust. “When you invite new people into your house, you want to be nice to them, says one IPO veteran. Encouragingly, IPO volumes have accelerated modestly in the past few months – with Megafon part of that trend. But a longer-term revival will require more than just bankers being a little nicer.
IPO活动需要营销,首发企业本身也应具备关于未来发展的“好故事。获取所有权是IPO的核心。为了帮助IPO市场恢复活力,美国已经采取措施放宽相关程序,特别是对于初创企业的要求;英国也在商讨采取类似措施。过去的一年中,投资银行也在重新思考自身的IPO战略,并采取了提早建立投资者“俱乐部、重新审视收费结构、出售规模较小的业务部门以及压缩时间表等举措。其核心目的在于重建信任。一位IPO市场资深人士表示:“当你邀请新朋友来家里做客时,你应当好好对待他们。令人振奋的是,近几个月来IPO融资规模略有增长——Megafon就是其中一例。但要让IPO市场获得更为持久的复兴,所需要的远不只是更为友善的投资银行家。
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