O2O Driven Single Day Sales Increased By 130%

Parkson business 2014 annual report shows that as of December 31, 2014, the total sales revenue decreased by 4.23% to 16 billion 742 million yuan. The total profit of the parent company will drop by 33.5% to 235 million yuan.

Among them, the same store sales fell 7.1%. commodity Gross profit margin In line with last year's stay at 17.5%, the same store's operating profit dropped by 16.9%. The profit of the parent company should be deducted from 33.5% yuan to 235 million yuan after a one-time provision of RMB 105.1 yuan to close the store. Excluding its influence, the total profit of the parent company will be RMB 340 million 100 thousand yuan, a slight decrease of 3.8% compared with last year.

The annual report points out that in November 1, 2014, Parkson group Micro development on Tencent's WeChat platform Shopping Festival Activities. The online and offline (O2O) promotion campaign was very successful, driving sales to grow by 130.4% compared with 2013, and sales of singles day and February 2 in 2014 increased by 57% respectively.

Management continued to assess the effectiveness of the group's store operation strategy. In 2014, it decided to close four stores with poor performance. As a result, the group made a one-time provision of RMB 105 million 100 thousand for closing the stores, which affected the group's net profit. After deducting one-off provision, the net profit of the group decreased by 33.5% to 235 million yuan in 2014. Excluding its impact, the group's profit will reach RMB 340 million 100 thousand yuan, a slight decrease of 3.8% compared with last year. The group's earnings per share are RMB 0.085 yuan, and the Board recommends that it pay a final cash dividend of 0.01 yuan.

In order to remain competitive, the group adopted a prudent strategy for opening a store and carefully pursued the second tier cities with high growth potential. In 2014, the group opened five new stores in Zhongshan, Zhengzhou, Chongqing, Nanchang and Mianyang. Four of the new stores are located in the city with strong foundation. This initiative lays a solid foundation for new store to establish stable performance in the early stage of operation.

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Yesterday, Chanel China sent an official statement to reporters, which confirmed the news of the price adjustment. The statement said that the "price coordination" action was designed to narrow the market price differentials. The recent depreciation of the euro has widened the original spread between countries. Through the "price coordination" adjustment, customers can buy Chanel products at similar prices wherever possible, enhance their shopping experience in boutiques, and curb the influence of overseas purchasing market on brand image.

Chanel also confirmed that the price adjustment covers handbags, leather goods and clothing, and perfume is not among them. First, the price adjustment will be the three most popular classic handbag series: 2.55, 11.12 and Le Boy.

In 1910, Ms. Chanel founded Chanel brand in Paris. In the past 100 years or so, every category of Chanel's products has been widely known in the fashion world, such as 2.55 handbags and No#5 perfume. Of course, as the world's top luxury goods, its price is also very famous, and the price in the Chinese market is much higher than in Europe.

Take Chanel Le Boy handbag as an example. At present, the price in Europe is about 3100 euros (about 20514 yuan, the following exchange rates are calculated at 1 euros to the RMB spot exchange rate 6.6174), and the selling price in China is about 32700 yuan, which is 12 thousand yuan higher than that in Europe. The more classic Chanel 11.12 handbag currently sells for about 3550 euros (about 23492 yuan) in Europe and sells for about 38200 yuan in China.

According to the detailed data released by the women's wear daily, Le Boy handbags will rise to 3720 euros (about 24617 yuan) in the European market after the price adjustment, which will drop to 26000 yuan in the Chinese market, and the difference will be about 1300 yuan. 11.12 handbags will rise to 4260 euros (about 28190 yuan) in the European market, and the Chinese market will be reduced to 30000 yuan, with a price difference of about 1800 yuan. That is to say, after adjusting the price, the price of the two handbags increased by about 20% in Europe and about 20% in China, and the difference between them decreased from 59% to 62% in the future to 5.6% to 6.4% in the future.

In response to the global coordinated price, Bruno Pavlovsky, President of Chanel brand division, said in a media interview that China is Chanel's third largest market in the world. Due to tariffs and other reasons, Chanel's selling price in China is nearly 40% higher than that in Europe. After the price reduction, all products except perfume will not exceed 5% of the price in Europe.