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The Top Fashion Brand Made 240 Million In The First Quarter, Often Giving Fans Gifts. What Did She Do During The Epidemic?

2020/5/6 11:05:00 0

Grace

Shenzhen's Limited by Share Ltd has announced its annual report in 2019. During the reporting period, the company achieved total revenue of 2 billion 613 million, an increase of 7.24% compared with the same period last year. Net profit attributable to listed companies was 357 million, down 2.31% compared with the same period last year, and sales revenue and profits were basically stable compared with the previous period.

From the perspective of business structure, IRO brand is the main source of revenue in 2019. During the reporting period, IRO brand business revenue was 670 million, revenue accounted for 30.2%, gross margin was 62.8%.

Meanwhile, in the first quarter of 2020, the company realized total revenue of 410 million, down 34.1% from the same period last year, and realized net profit of 240 million, an increase of 173.3% compared with the same period last year, and the earnings per share were 0.73 yuan. During the reporting period, the gross profit margin of the company was 66.5%, an increase of 1.7 percentage points over the same period, and the net interest rate was 59.1%, an increase of 42.2 percentage points over the same period last year.

In the first quarter, the company was hit by the impact of the epidemic, the company opened up online and offline sales channels, quickly built a live marketing team and took the lead in trying to invite the fashion bloggers to be the anchor, and the live content was not just a marketing product, but also focused on high quality content output, such as selecting new products for the season, sharing skills and so on. To do valuable and repeated content, and regularly open the headquarters online live broadcast of brand image, constantly provide customers with a wealth of consumer experience and services, help companies further expand sales and improve market share.

Mario, an analyst at Soochow securities, has said that with the gradual rise of the consumption power of young consumers and the development of various new channels of communication, these differentiated overseas brands are gradually being recognized by consumers. Since its listing, the brand of EDHardy has attracted the most attention from its own unique style to consumers who are pursuing the trend. The development of revenue from 260 million in 2016 to nearly 500 million in 2018 has become an important boost to the development of the company.

At present, the attention of IRO and the newly acquired self-portrait is rising rapidly, which is expected to become the main driving force for the future growth of the company. IRO has continued to improve in China, and sales have increased significantly. At present, the attention has been greatly improved. He hopes to accelerate the expansion of IRO's penetration in the core cities of the first tier cities, and accelerate the expansion of the brand sales scale with the help of the current heat.

Although Self-portrait has just started expanding through the establishment of a joint venture company, the brand has attracted wide attention in China due to its unique design style. At home and abroad include Xun Zhou, Amber Kuo, Rainie Yang, MirandaKerr, ElizabethBanks, KristenStewart and other Chinese and foreign female celebrities have appeared in the red carpet and the major awards ceremonies and other important occasions. The US Russian oil empire heiress and billionaire DashaZhukova is wearing a Self-Portrait and knee dress with a price of only 2000 yuan to enter the wedding hall. At present, all of them are sold in China in the form of wholesale shop (such as old Buddha's department store). In the future, with the opening of the joint venture company, grace will begin to accelerate the opening of stores with the potential of the brand.

Ma Li believes that these brands with unique design, distinctive characteristics and meeting the needs of young consumers are expected to provide more new choices for consumers online under the help of the resources advantage of the domestic shopping center channel and supply chain in the case of the sharp increase in the attention of young consumers. In the era of homogenization of channel brand in shopping mall, the rapid expansion of shopping centres that focus on young consumers and represent the future will be realized.

On the other hand, the electricity supplier of the company has continued to expand rapidly. As one of Tmall's six star operators, Bai Qiu currently operates more than 50 brands, spanning many fields including clothing, shoes, accessories and bags. Bai Qiu has rich brand operation experience and excellent reputation in fashion, luxury and light luxury areas, especially in the field of light luxury and luxury brand services. The cooperation includes Maje, Sandro, Clarks, NewBalance, OnitsukaTiger, PANDORA, Tissot, Swatch, TUMI, BALLY and many other international brands. At present, the company has 30 thousand warehouses, including 5000 level dustbin for luxury goods and 300 horizontal constant temperature and humidity storage.

The report also showed that in 2019, the revenue of main business was 2 billion 233 million yuan, an increase of 1.97% over the previous year. The main business cost was 716 million yuan, an increase of 7.68% over the previous year. The gross profit margin of the main business was basically the same as that of last year.

During the reporting period, on the offline channel, the company optimizes the image and business level of the store, further enhancing the effective business area and increasing the sales capacity of the single store. By giving full play to the experience of business training and implementing the incentive plan of "opening a new store and a red one", we should focus on helping new shops open to mature stores in a short time.

As of the end of the reporting period, the ELLASSAY owns 306 terminal stores; the EdHardy brand has 169 terminal stores; the Laur l brand has 52 terminal stores; the IROParis brand owns 58 direct terminal stores (including the domestic), VIVIENNETAM brand owns 13 terminal stores, and JeanPaulKnott has 2 terminal stores.

On line, channel formed a business model based on Tmall shops, gradually radiating WeChat mall, vip.com, Xiaohong book, jitter and WeChat circle of friends and so on. Professional team operation is the main way, through policy landing and training support, it helps companies terminal stores to use multi-channel community marketing and achieve full marketing effect. Penetration of high value potential customers through various content channels to enhance online revenue capability.

In addition, through the realization of information sharing among its brand members, VIP promotes the value of VIP, and improves the VIP brand service experience through meticulous management plan and subdivision of VIP special rights and interests. By giving birthday coupons, gifts and other strategies, we can wake up old customers and enhance their loyalty and stickiness.

Mr Gris said that faced with severe challenges and challenges, the company's offline sales had been greatly affected in the short term. The company accelerated the layout of digital stores, introduced new retail business models, and launched online marketing channels based on offline operation channels and resources. In the future, the company will further increase revenue and reduce expenditure, tap potentials and increase efficiency, and promptly adjust production and sales plans. We must strictly control the supply chain to control inventory, create a flexible supply chain management system, and prevent and control all kinds of risks.

Xia Guoxin, chairman of the company, also pointed out that in order to cope with the persistent impact of the epidemic, the company has adjusted its future production plan, strengthened more flexible production, increased online sales, and quickly studied iteration in the field of live broadcasting, from the previous shop centered, adjusted to customer centered, launched global full time marketing, and contacted customers anywhere and at any time. We should adjust the internal organization and management, streamline the establishment, control costs, and control costs more strictly from raw materials to production processes.

The analyst of the Soochow securities, Mari, predicts that as a clear fashion group with a clear brand matrix, driven by the rapid growth of new brands such as IRO and self-portrait, the company's performance is expected to maintain steady growth.

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