Zheng Yaonan: Five Aspects Of Comprehensive Efforts

Zheng Yaonan revealed that the urban beauty will mainly exert itself in five major aspects in the next three years.

First, the company will firmly implement the multi brand strategy. The company currently has nine brands (Urban couple, city silk, city colourful faction, urban beauty, etc.), and two men's underwear brands. After the acquisition of high-end brand Ordifen, the company's brand will cover from the mass market to the high-end market, showing the solid depth of the whole brand.

Second, we should continue to promote multi-channel strategy. At present, urban beauty channels are distributed throughout the physical network such as community, commercial street, shopping plaza, business super school, and even schools. The development of e-commerce channels in 2014 has become the sixth channel after five stores. In addition to the continued penetration of developed areas, the region opens shops in the northwest, southwest and North China. "The company will carry out the comprehensive penetration of the channel this year, and it has also entered a very important opportunity for the development of the north." Zheng Yaonan said.

The third is to improve supply chain integration. Zheng Yaonan pointed out that the gross profit margin of the company increased rapidly in 2014, and the next step will be to invest more funds in the supply chain. To cope with the rapid expansion of the retail network, the group plans to build three regional logistics centers in Dongguan, Tianjin and Chongqing, in order to further enhance logistics capabilities and shorten the time required to send products to the market. Dongguan new logistics center is scheduled to open in the second quarter of 2015, and the Tianjin logistics center is expected to start in the second half of 2015.

Fourth, we will vigorously enhance the brand image. Urban beauty Lin Chiling has been hired as the brand of urban beauty. Endorsement Huang Xiaoming, as a spokesman for the city front, will also increase media advertising, brand communication and fashion show. Zheng Yaonan also revealed that the city beauty will launch its top fashion underwear show in April 17th. Its brand spokesperson Lin Chiling will come to help, and will make it into a top Asian fashion show comparable to Vitoria's secret show through 4D live broadcast and other means to further enhance the brand image.

Finally, the design will be improved. R & D capability 。 Urban beauty will acquire more technology and patents after acquiring Ordifen. The company will organize large amounts of big data according to the different markets, regions and consumer groups to improve product development, design and precision marketing. To improve design capabilities, the Group actively seeks to cooperate with leading designers and launch products with international brands. In 2014, the company launched a new product line Hello Kitty close fitting clothing product with Sanrio Group. The company also works with MITSUBISHI and Japan to develop thermal underwear.