Happy Bird'S "Happy Culture" Brand Road

The good news bird is the magpie, and its "golden pass" and other meanings make the "Hi culture" very popular in China.

Therefore,

In the first half of this year,

The news bird is a joint venture founded by three private clothing enterprises in Wenzhou in 1996. Its semi annual report shows that the top four of the main businesses are tops, trousers, T-shirts and shirts, which amount to 78.10%. The gross profit margins of these four businesses are all over 50%, mainly in the face of sales in China, and the overall business situation is better than that of export clothing enterprises.

Huatai Securities believes that the gross profit margin of the news birds has continued to rise and the cost has risen slightly.

The main reason is that the continuous price increase in recent years has been consumed by the terminal.

As a result of increased marketing efforts, the rate of selling birds has increased by 0.67 percentage points, and the percentage of management fees increased by 1.72 percentage points is mainly due to the increase in maintenance cost, human cost input and the increase in the cost of research and development of St. James' brand.

However, San Jie Luo casual wear market is developing rapidly, and it is also in line with the general trend of the whole industry development.

As a traditional industry, the overall operation of the wedding bird is slightly better than that of its peers. It increases investment in customer relationship management and provides richer VIP activities and services.

In terms of channel, company implementation

In addition, since the idea of "two pioneering" was put forward by the news birds, the support for franchisees has been continuously strengthened. According to the report, the number of "good bird" and "Saint Angelo" stores reached 759 and 172, an increase of 11.8% and 57.8% compared with the same period last year. The total area of terminal business was 136 thousand square meters, an increase of 24.77% over the same period, while the same store grew by more than 20%.

On the target of sales revenue, the bird wedding scheme can double its revenue in the next three years.

The main way to grow is to speed up the expansion of stores and multi brand and multi series.

However, the reality of the clothing industry is that consumers' loyalty to the brand is rapidly decreasing. Many brands are facing the problem of brand aging (especially women's clothing). For example, the men's clothing such as Shun Mei, Rossi and so on, and the wedding birds are no exception. The company is ready to prepare for the old brand problems that Future Ltd may appear through cultivating new brands and extending the serialization.

One of the main measures to prevent brand aging is to use the brand extension strategy. The advantage is that we can make use of the brand identity and brand preference formed by consumers over a long period of time, and constantly develop new brands, so that the brand life span can be extended.

At present, the good news bird has acquired some new brand's agency and management rights through acquisition and equity participation, and this process will continue in the future.

Multi series, mainly in the horizontal extension of the brand, such as leather shoes business, women's clothing business.

In addition, though