It'S The Right Time For Arnel To Reform The Children'S Wear Track

On April 12, annals (002875. SZ) released its 2021 annual report. According to the annual report, the company achieved revenue of 1.186 billion yuan in 2021, and the highest single quarter revenue of 371 million yuan in the fourth quarter of the year. The total assets increased by 39.49% year-on-year, and the net assets attributable to shareholders of listed companies increased by 36.95%. During the reporting period, the company overcame the unfavorable factors, strengthened the brand image construction, optimized the online and offline brand promotion, promoted the omni channel transformation, and further increased the investment in product research and development, so as to realize the strategic upgrading of children's clothing industry.

01 focus on brand strategy upgrading, pay attention to humanistic care, and help children grow up healthily

According to the public information, the company is a private brand clothing enterprise mainly engaged in middle and high-end children's clothing business. It owns the "Anil anel" children's clothing brand. The company is mainly engaged in the core business links of independent research and design, supply chain management, brand operation and promotion, direct marketing and franchise sales in the value chain of children's clothing products.

Aner focuses on brand promotion and image display through store decoration, window design, commodity display and other terminal images. During the reporting period, the pop-up has set up a lot of interesting interactive spaces for young parent-child families to participate in self-definition and further draw the distance between aner's new products and users; On the occasion of the new year's Eve, annil x Qee New Year's theme joint store was dressed up in Haiya colorful city, Bao'an, Shenzhen, attracting many fashionable parents to bring cute children into the store. Through these parent-child activities, anel gives back the support of members and reflects the family care. At the same time, it strengthens the "company" culture of the brand and enhances customer stickiness.

Market insiders believe that since its establishment 26 years ago, anel has continuously deepened its brand mission and corporate value proposition, from focusing on "different comforts" and parent-child company to "enlightening children and discovering the beauty of the world" as its brand mission. To grasp the deep-seated needs of Chinese children's healthy growth, help children grow up healthily, happily and happily, and build a wonderful world full of humanistic care and creativity together has always been the brand heritage of anel.

At present, China's children's wear market is in the growth period of rapid development, with the characteristics of rapid market growth, large growth space, low industry concentration and serious homogenization. Independent leading enterprises of children's wear gradually realize brand operation and begin to occupy the leading position in the domestic market. Anair's products cover two categories of children's wear and children's wear, including jacket, coat, trousers, skirt, down jacket, home wear and other categories, which meet the needs of all kinds of clothing from newborn infants to older children. With the help of brand operation, anel has exported high-quality products to customers, and has also passed on the "companion" culture of respecting, loving and growing up with children between parents and children, thus strengthening its brand awareness and influence.

02 increase R & D investment, build deep barriers to competition, continuously improve product quality and enrich personalized elements

The growing popularity and influence of the company's brand is also the result of the company's continuous increase in R & D investment. As children's wear is mainly for children, and in order to avoid product homogenization, children's wear industry pays special attention to safety and comfort, and there are barriers of quality, design and development.

In order to build deep competition barriers, anel has increased R & D investment and continuously improved product quality and personalized elements. From the perspective of the company's patents and copyrights, the trademark "Anil anel" enjoys a high popularity in children's clothing goods, which constitutes a well-known trademark widely known and enjoys a high reputation in China. As of December 31, 2021, the company (including its subsidiaries) has 514 registered trademarks, including 485 domestic registered trademarks and 29 overseas registered trademarks; A total of 27 patents, 8 art copyrights and 30 computer software copyrights have been obtained. In addition, the company focuses on the joint research and development of innovative materials for somatosensory technology, and carries out the R & D project of functional fabric of somatosensory technology, enabling the technical innovation of products, comprehensively improving the comfort, stability and functionality, realizing the comprehensive improvement of product quality and consumption experience, and continuously providing consumers with innovative technology and super comfortable new experience, Strive to become the industry benchmark of children's clothing "quality enjoyment" segment market.

Analysts pointed out that there are two main characteristics of children's clothing consumption: first, the purchase is usually completed by parents. With the growth of children's age, they have more and more say in choosing their own clothing. The purchase of children's clothing will gradually transition to the joint completion of parents and children or children's independent decision-making. Secondly, children's wear has the characteristics of high consumption frequency and rigid demand in family consumption because children are in the rapid stage of growth and development.

With the change of the new generation of consumers' parenting concept and the improvement of consumer quality requirements, the purchase of children's clothing products has gradually changed from price orientation to functionality, comfort, safety and fashion. It is reported that during the reporting period, around the positioning of "medium and high-end children's wear products", anel introduced fashionable silhouettes and patterns to empower the product brand. At the same time, it has cooperated with well-known IP for many times to carry out cross-border activities to improve product recognition and brand layout, further enhance the influence of products and meet the upgrading requirements of consumers for clothing.

03 online and offline digital integration development, introduction of expert CEO to accelerate strategic transformation and upgrading

In recent years, with the rapid development of e-commerce, consumers' shopping channels and consumption habits have changed significantly. In addition, the traditional offline channels have shrunk due to the impact of the epidemic. The trend of children's wear consumption shifting to online channels is obvious, and children's clothing e-commerce brands are also emerging.

In this context, anel actively complies with the development trend of the industry, through digital transformation, plus layout, online and offline Omni channel integrated marketing mode. Since 2020, the company's online and offline products are developed in four quarters. Multi quarter product development can better adapt to market changes, and make full use of the advantages of fast online payment collection and better offline consumption experience, so as to increase brand and consumer contacts through multi-dimensional channels.

During the reporting period, in addition to strengthening the mobile terminals represented by wechat applications, aner has also cultivated a number of well-known social media platform resources, such as microblog, xiaohongshu, shuoyin, Kuaishou, bilibilibili, etc. through KOL cooperation, we media communication and other means, with the help of social media content marketing such as short video, live broadcast, text push, etc., to attract users' attention, The cultivation of brand reputation and popularity effectively promotes the promotion of the company's brand advantages, the expansion of consumer groups and the enhancement of customer stickiness.

It is worth noting that Ms. Zhang he was appointed as the general manager and chief executive officer of the company at the third board meeting held recently. According to public information, Ms. Zhang he was once the general manager of creative center of Heji International Group, one of the most influential fashion groups in China, and vice president of market of Belle International Group. By creating brand building strategies and methods for Belle International, she has comprehensively remolded and promoted Belle International Group's brand and product brand, and successfully shaped it into a contemporary fashion group, It is one of the core forces to promote the successful transformation and new development of Belle International.

According to industry insiders, Zhang he has a keen business mind and excellent cross-border innovation ability. He fully combines art and fashion with commercial operation. He is good at brand building, brand building and brand operation management in the digital era. The above characteristics are very consistent with the current new brand strategy of anel, Zhang he's participation is expected to contribute to the process of brand strategy upgrading and digital transformation.

Looking forward to the future, anel said that the company should start to change from its own in combination with the projects it has already carried out, re insight into the market, focus on product advantages, and redefine the brand mission. Strengthen management and control in brand power, product development, commodity circulation, store operation and inventory control, reshape enterprise pattern and competitive advantage, and create more value for shareholders.