Bosideng's Down Jacket Income And Annual Profit Or Fall.
Bosideng International Holdings Limited has recently issued a profit warning. It is expected that in the current fiscal year ending March 31, 2015, the income of the down garment business and group net profit will be significantly lower than that in the 2014 fiscal year.
among Down Jackets The decline in business revenue was mainly due to the fact that the sales season was not ideal before the Spring Festival sales this year. In addition, the group took inventory clearance as the primary objective this year. price 。
However, the group said it expects the cash flow in the current fiscal year to improve and return to positive numbers.
In the first half of September 30, 2014, Bosideng Net profit It fell 22.5%, from 326 million 100 thousand yuan a year earlier to 252 million 700 thousand yuan, and earnings per share dropped from 4.10 yuan to 3.18 yuan. Revenue rose slightly by 1.4%, from 2 billion 809 million 200 thousand yuan to 2 billion 849 million 500 thousand yuan in the same period last year.
In the first half of the year, the sales of down garments were only 1 billion 418 million 400 thousand yuan, down 19.2% from the same period last year, accounting for 49.8% of the group's total revenue and 8.2% down to 6 million brands.
During the period, Bosideng implemented the closing shop plan. The number of total retail outlets decreased by 3436 to 8216 in the last fiscal year ended in March 31, 2014, and the sales area decreased by 18.7%. The sales point reduction mainly focused on third party distributors. During the period, the sales outlets of this category decreased by 3132 to 4697, and the self operated outlets also had 304 to 3519 outlets.
In the downturn of down garment sales, Bosideng OEM business grew by 54.8% to 1 billion 11 million 200 thousand yuan in the first half, accounting for 35.5% of the group's total revenue. The sales of non down wear business increased by 5.1% to 419 million 900 thousand yuan in the first half, accounting for 14.7% of the group's total revenue, and the non down garment business was also closed to 114 outlets to 1049.
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On the endless noise of the Internet, "online" seems to be endowed with the whole meaning of the survival of an enterprise.
Relevant data show that since February 2014, the urban beauty has achieved its brand effect by relying on the three party e-commerce platform such as Tmall, Jingdong and vip.com. Insiders say frankly, "excellent market reaction makes online platform willing to provide better resources, and even in turn, with the help of established brand influence to obtain traffic protection."
Last year, the urban beauty who planted the Internet gene was late. At present, online sales account for only 2%. For this figure far below the clothing industry electricity supplier sales accounted for the number, city beauty vice president, chief information officer Sha Shuang is not taboo, "we are not to do business to do electricity supplier." In his view, online marketing is the right thing to do. Accurate brand positioning, reasonable price planning and quality wear experience are the key to the growth of online retail in the future.
"In the era of manufacturing industry entering 4 industries, enterprises are facing new challenges -- from product competition to brand competition". Yang Shibin, President of China knitwear industry association, is evaluating the current development environment of China's manufacturing industry.
Based on the background of this era, the brand strategy planning of urban beauty has to be accelerated all the way.
On the one hand, the marketing mode of "Victoria" is fully reflected in the beauty of the city. Due to spending money to join hands with Lin Chiling, Huang Xiaoming and many other first-line stars, from roadshow to stock offering to the upcoming Asian top underwear show, city beauty is making a lot of eye and is trying to reverse the public image of underwear brand below the second tier city.
On the other hand, in order to buy famous brand Ordifen with 92 million yuan in one fell swoop, the urban beauty attempts to achieve a magnificent turn by winning the high-end user market in China.
"We have been emphasizing transformation, not because we want to transform, but to transform, not to develop branding, so there will be no bright future in the future. Only by seizing every opportunity, turning from Chinese manufacturing to China's "intelligence", and changing from Chinese production to Chinese brand, can our enterprises stand out in the domestic market and plan the development space that stands shoulder to shoulder with international brands. Zheng Yaonan, executive director and chief executive officer of urban beauty, said frankly.
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