Urban Beauty Will Build Multi Brand And Multi-Channel Strategy

Zheng Yaonan, executive director and chief executive officer of city beauty, chairman of the media communication conference and underwear industry development symposium in 2015, said that after acquiring Ordifen in the first quarter of this year, the company will continue to develop multi brands and expand the sale terminals through five types of shops.

　　 Zheng Yao Nan In addition to traditional street shops such as commercial streets and pedestrian streets, community shops, school stores, transportation hub stores and business super stores will be the main types of development. Different stores will also differentiate their products. "Last year we Open shop in adverse markets The rent and location are relatively good, mainly in northwest, southwest and North China, and this year's target area is north. "

In addition to the traditional offline stores, the electricity supplier channel has also begun to focus on building. Urban beauty Vice president and chief information officer Sha Sha introduced that since February last year, urban beauty began to do business, sales exceeded 70 million yuan, accounting for 1.9% of sales. "Electricity supplier is only a choice of channels to supplement the sales of offline stores, and then develop e-commerce products." By the end of December 31, 2014, sales of urban beauty increased by 37.4% over the same period last year, reaching 4 billion yuan, and net profit increased 54.3% over the same period last year, exceeding 400 million yuan, with 6049 stores and 977 self operated stores.

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Clothing giant hunting for children's clothing is first reflected in the expansion of stores. Reporters from Anta annual report, although its overall stores in 2013 showed a contraction trend, but children's clothing increased by 48, so that the number of stores reached 1228 in 2014. The 31st degree store is also expanding rapidly, reaching 2142 by 2014. In 2014, Semir, which had earlier been involved in children's wear, has expanded to 3540 stores.

In terms of business contribution, the proportion of children's clothing business of these brands is also improving. In 2014, sales of children's clothing exceeded 500 million, accounting for 13% of group sales. The sales of Semir children's clothing in 2014 amounted to 3 billion 167 million yuan, which surged to 39.24% in its group's total revenue. For Semir, the gross profit margin of its casual wear is mostly 30%-35%, while the gross profit margin of its children's clothing products is basically over 40%, and the gross margin of accessories is higher than 49.78%.

For adult clothing brands in the field of children's clothing strong desire for expansion, T 100 parent child dress founder and chairman Dong Wenmei said it is understandable. "If branding is a mentality of doing business and making products, they need to ride horses."

However, the market for children's clothing is obviously different from that of 1-2 years ago. "The whole children's wear industry has been difficult for two years." Dai Zhijian, the honorary president of Guangdong Provincial Association of pregnant and infant supplies, takes the Southern China market as an example. This is a big province with lots of brands, and the competition between the brands has become more and more intense. "The quality of children's clothing enterprises is uneven, most of them are small and medium-sized manufacturing enterprises. With the recession of export market, these brands are turning to domestic sales, so that children's clothing products pour into the mainland market."