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Lok Ting Brand Launched The Lion King Joint Series, The 18-25 Year Old Generation.

2019/7/11 19:02:00 0

Lok TingLion King

Ningbo Pacific bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") July 4th official Xuan, the company's brand LEDIN Lok Ting launched the Lion King joint series, accompanied by Disney's classic animated movie "Lion King" is about to be re moved to the screen, Lok Ting also promoted the Lion King joint series, Taiping bird hope to let consumers wear a joint name together with the lion and Simba in the African prairie adventure growth, experience the natural law of the endless cycle.

Everyone in the process of growing up has such friends and encourages each other to accompany each other. This Lok ting and girls enjoy life together with their friends and love together with their full love and courage.

According to the insiders, the existing brand portfolio of Taiping bird has a gradient in terms of gender, age and price, especially in the different stages of the growth of the new generation of consumer groups, so as to continuously meet their consumption needs, so as to increase the stickiness of products to consumers.

Public information shows that Taiping bird group was founded in 1989. The main products of the company are all kinds of brand clothing products. In 2018, the capital added to Taiping bird nest entered the fashion home market. As of 2018, the group's retail income was 26 billion 400 million yuan, and its employees amounted to more than 13000.

According to the financial report, in the 2013-2016 years, the operation income of Taiping bird showed an overall upward trend, but the growth rate of revenue declined. The growth rate dropped from 49.4% in 2013 to 7.1% in 2016. In 2016, the net profit of the parent company showed a downward trend with a growth rate of -20.2%, mainly due to three factors, such as the poor sales situation of the franchising channel, the rapid expansion of the direct channel and the increase in the stock price depreciation. In 2017, the company achieved operating income of 7 billion 160 million yuan, an increase of 13.1% over the same period, and a net profit of 450 million yuan, an increase of 4.9% over the same period last year.

The reason for the growth of Taiping bird's revenue growth is that the MiniPeace and MATERIALGIRL women's clothing brands are in a period of rapid growth, and their revenue is larger than that of the same period last year. The company's net profit growth is mainly in men's wear and children's wear sales performance is good, women's clothing, Lok Ting adjustment in place, electricity supplier sales performance is excellent, inventory structure optimization, so that the second half of the company's performance improvement is good.

In 2018, Taiping bird firmly pushed forward the three major development strategies facing the future in terms of digitalization, experience and supply chain, achieving a better growth in comparable store profits, a substantial loss reduction in loss shops, and a new store opening effect. During the reporting period, the company achieved operating income of 7 billion 710 million yuan, an increase of 7.8% over the same period, and a net profit of 570 million yuan, an increase of 27.5% over the same period last year.

In the first quarter of 2019, Taiping bird realized its operating income of 1 billion 659 million yuan, down 4.46% from the same period last year, and net profit of 86 million 589 thousand and 600 yuan, down 34.90% from the same period last year. The decline in profit is higher than the decline in revenue, mainly because the company expenses are relatively fixed, and the decline in revenue leads to an increase in the rate of sales expenses.

During the reporting period, Taiping bird store opened 54 new stores, 66 franchisees, closed 20 outlets, 186 stores, and opened -86 home. By the end of the reporting period, the number of shops under Taiping bird line was 4508.

Sub brand revenue, PB women's clothing 579 million yuan, down 2.96% compared to the same period, PB men's clothing 580 million yuan, down 11.64% compared to the same period, Lok Chai women's clothing 214 million yuan, an increase of 12.07%, MP children's wear 209 million yuan, down 3.32% last year, other brands 60 million 770 thousand and 700 yuan, an increase of 4.54% over the same period.

Market participants said that although the income of Taiping bird affected by the consumption environment has declined in the first quarter, it is expected that the terminal gliding rate of the company will be narrowed in the 3-4 month.

However, the first textile network reporter here learned from Taiping bird that according to the senior bird of peace, there are several reasons for the first quarter sales less than expected:

First, under the line, the first quarter is due to increase by 15% or more in the first quarter of 2018, bringing high base number, and sales slump in the fourth quarter of 2018, coupled with the dislocation of the Spring Festival, during the first quarter of 2019, there were less than ten days in the peak season, and two in the first quarter of 2019.

Secondly, on line, in the 1-2 month of 2019, the overall volume of Tmall glides down, and Tmall has some tilt towards the low and middle end brands. In addition, the company began to focus more on profits rather than scale on the development of online business in 2018, and won't lose money to earn GMV. In 2019, GMV declined by more than 10% in 1-2 months, and 19 in March, up 20%.

In the fourth quarter of 2018, Taiping bird opened many stores, and the cost of personnel increased.

Taiping bird senior people said that over the past year, the first quarter and the four quarter accounted for a relatively high income, the two or three quarter is the off-season, the three quarter slightly better than the two quarter, the fourth quarter accounted for the largest proportion (profits accounted for about half of the year), in its view, the clothing industry characteristics are high autumn and winter installation price, but the cost of personnel rents is relatively fixed, so the profit will be higher in the four quarter.

In addition to the seasonality of the industry, the Taiping bird policy has a quarterly impact on performance. Generally speaking, the provision for goods in winter is filled up in the first half of third years. For example, the 17 year winter payment has entered the drop in area in the 19 quarter and the one or two quarter, the highest proportion has been reported, affecting the profits in the first half of the year, and the fixed cost is relatively high. Efforts are being made to optimize the control fees, supply chain, channel and personnel cost and so on.

For the two quarter, the above Taiping bird also introduced that in March, a single month can be higher than the single digit sales of store sales. The decline in 4-5 months is higher than that in stores, and the decline in two weeks after May has narrowed significantly. The total amount of 4-5 months is slightly better than that of March. The first 20 days of June will be higher than that of the stores. The magnitude of the Dragon Boat Festival may be partly affected. It is expected that in June, there will be a slight recovery over the 4-5 months.

As far as the base is concerned, the first quarter of 2018 increased by 15% compared with that of the stores in the first quarter, increased by 5-6% in the two quarter of 2018, increased by 6-7% in the three quarter, and declined in the fourth quarter. The high growth in the first quarter of 2018 brought about a high base effect in the first quarter of 2019, and the impact of the high base number will weaken in the two quarter. But on the whole, the two quarter is the off-season, sales in the whole year accounted for relatively small, coupled with rigid cost, profit side performance in the four quarter of the year is relatively weak. In 2017 and 2018, the net profit in the two quarter was a loss, and it was profitable in 2016. Two quarter profit expectations are not high.

It is understood that Taiping bird in the planning of joint funds, will not be fixed a few years a year, mainly to get the texture of IP to consider and plan. The above personages also disclosed that after deducting the brand authorization related expenses, it is the profit state.

In addition, in 2018, Taiping bird launched the TOC (Theoryofconstraints) mode in the clothing brand, focusing on "TOP TOP" as the core goal, so that the average discount rate of each brand TOP30 bestseller increased compared with 2017, and the sales rate was significantly improved compared with that in 2017. Under the TOC mode, the franchisee will place the order according to the initial order quantity of the 70%-80%, and the remaining 20% will be replenished according to the actual sales situation. Take women's clothing as an example. In the summer of 2017, the selling rate of PB women's clothing was 62%, and in 2018, when the TOC mode was adopted in summer, the sales rate increased to 70%. TOC mode, the company's inventory structure has been significantly improved, and TOC mode also helps companies find young consumer preferences, help companies design more "marketable" products.

Sun Yu, an analyst at China Merchants Securities, believes that the Pacific bird continues to promote cross-border brands (PEACEBIRDWOMEN * PEPSI, PEACEBIRDMEN * Coca-Cola, PEACEBIRDMEN * PLAYBOY, MINIPEACE * Disney, MATERIALGIRL * UMBRO, etc.), and launches designer Cooperation (Finland designer JUSLIN-MAUNUL, Japan Sekine Masago, etc.), pushing new generation idol stars (Yu Kewei, Jiang Mengjie, Shen Yue, Ouyang Ouyang, etc.) and net red and so on, and is popular among the new generation of 18-25 years old.

In the view of Sun Yu, since 2018, the design innovation of Taiping bird products has been continuously improved. The TOC system helps enhance the efficiency of the supply chain, and strengthens the intensive management capabilities of the terminal channels. It is estimated that with the adjustment of the small brands and franchising channels in the next 2-3 years, the revenue is expected to maintain a steady growth rate of double-digit. The profit side will decrease as the inventory decreases, and the discount rate will reduce the profit growth faster than revenue.

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