Underwear Brand Anlifang Recently Announced That It Expects To Lose About HK $10 Million In 2020

The underwear brand anlifang recently released the latest sales data, expecting the group to record a net loss of about HK $10 million in 2020.

From October to the fourth quarter of December 2020, the overall sales of Amway decreased by about 15% compared with the same period last year. During the period, the same store sales recorded a double-digit decline in the number of stores operating for more than 24 months. By the end of December 2020, the total retail outlets of anlifang were 1398, a net decrease of 266 compared with the same period last year.

For the expected 10 million loss in the announcement, an Lifang said that affected by a variety of factors. In 2020, due to the sudden outbreak of the epidemic, the retail atmosphere in the market was depressed, and the overall sales of the brand fell. During this period, alifon also had employee turnover compensation and asset impairment due to poor financial performance. In order to deal with this negative impact, anlifang is also actively controlling costs and adjusting sales network. After the epidemic situation gradually stabilized, she gradually returned to operation.

In recent years, with the transformation of the consumer market and the renewal of the consumption concept, the domestic underwear market competition is fierce, the major traditional brands have been hit hard, the outbreak of the epidemic is undoubtedly worse. How to take measures to reduce the impact, in order to cope with the next crisis, is the brand needs to think about.