Urban Beauty Sales Break 70 Million Yuan

Recently, urban beauty held the 2015 annual media conference and the development of the underwear industry in Beijing. Since the listing of urban beauty in Hongkong last year, the brand strategy of the company has been constantly adjusted. In March this year, it bought a famous underwear brand Ordifen at a price of 92 million.

Mr. Zheng Yaonan, chairman of the city beauty, said that in the future, it will continue to sell and sell its products through diversified brand portfolios so as to cater to different consumers and maintain the leadership position of urban beauty in China's underwear industry.

According to the introduction, as of the end of last year, the urban beauty has 6049 franchised stores and 977 self operated stores, covering all provinces and cities throughout the country.

Among them, 980 new franchises and 256 self operated stores, the growth rate of self operated stores is far faster than that of franchised stores.

Last year, the company's sales revenue increased by 37.4% over the same period last year, reaching 4 billion yuan, while net profit increased by 54.3% over the same period last year, exceeding 400 million yuan.

Mr. Sun Sha, vice president and chief information officer of urban beauty, said that the achievement of urban beauty has benefited from the continuous optimization of its sales channels and brand lines.

Since February 2014, urban beauty has launched itself.

And in the second quarter of last year, they have been logged on to platforms such as Tmall, vip.com, Jingdong and No. 1 store.

However, last year, although the sales volume of electricity providers exceeded 70 million yuan, the proportion of sales accounted for 1.9%.

In the first half of 2014, the city beauty group launched the brand new "city beauty" secret, providing products with the characteristics of body building function. In the fourth quarter of 2014, the group launched another new product, "free time". Its brand line was a simple and fresh Korean style. It was targeted at young consumers with a sense of fashion. In March this year, Shanghai Ordifen, a high-end underwear brand in the first and second tier markets, was wholly-owned to enter the Chinese high-end clothing market.

For the future development of urban beauty, the chairman of urban beauty

"Brand power is the key to doing business," he said.

In the future, we will continue to sell and sell our products through diversified brand portfolios so as to cater to different consumers and maintain the leadership position of urban beauty in China's underwear industry.

At the same time, we will continue to devote energy and resources to the development of e-commerce sales channels, and strengthen business partnerships with major e-commerce operators. "

At the symposium, on the diversification and highly fragmented brand strategy, will it dilute the brand strategy? Zheng Yaonan explains, "city beauty and Ordifen are two completely different brands, one high-end, one is the public.

When you listen to free time, it is another brand of another character. We will make a very important distinction between brand distinction and product creativity inside.

Zheng Yaonan said, "I compare my company's retail team to the airport. It is an airport. It can undertake different aircraft. Different brands are equivalent to airlines, and also China Southern Airlines, Eastern Airlines and Air China. Different airlines represent different brand styles and consumers, and the same airport takes all the retail system and operation system.

Therefore, the development teams of each brand are different, and the whole brand promotion team is different.

In this way, we have not only made different promotion and marketing among the nine brands of the brand family, but also made a different distinction from the supply chain and the retail end.