The Beauty Of Urban Beauty

In the downturn of the apparel industry, one company added more than 1000 stores in 2014, with a total of more than 7000 stores, 78 days of inventory turnover and 1 million 160 thousand yuan a day, with a market value of more than 10 billion Hong Kong dollars.

On the Internet, Lin Chiling detonated the topic of "exploding milk" advertising for its endorsement, and now it is new.

Men's underwear + running male cooperation.

This is the city beauty, its founder and chairman.

20 years ago, it was a security guard for WAL-MART.

However, as a media report said, "how did Zheng Yaonan start from a small security guard in a supermarket? It took only 20 years to make a history of the struggle of a listed company owner, not a key point.

The key point is that when the domestic clothing industry is in a state of sadness, the physical stores have been hit by the electronic commerce, and a city beauty selling underwear has opened more than 7000 stores in more than 330 cities across the country, and the speed of opening this shop is increasing at the rate of 1000 per year.

It's not one or two years since 2014, and it's still going on.

Data show that in 2014, the number of Baleno stores decreased from 3820 to 3432 in the last fiscal year of 388.

In the first half of the year, the seven wolves closed 73 stores, and nine Mu Wang closed 134 stores in the first half of the year, 53 stores in the card slave Road, and 46 stores in Hinur's shop.

In the men's clothing listed companies, the seven wolves who had the largest number of stores actually closed 505 stores in 2013.

The situation of women's clothing enterprises is not so good, and its Esprit owns 38 brands in 2013.

Compared with Giordano, such as leisure brands and seven pack wolves and other formal brands, Anta, PEAK, and 360 degrees represented a number of Chinese sports brands that have gone through the baptism of the tide shop several times ago.

Lining, Anta, XTEP, 360, PEAK and other sports brands close to 3000 stores, of which PEAK and Lining have reached 1000 stores in 2012.

And the urban beauty 2014 financial report communication will show that the urban beauty takes the market penetration low North China area and the development potential high three or four line cities as the main battlefield.

By the end of last year, 980 new franchised stores and 256 self operated stores have been added. Now it has 6049 franchises and 977 self operated stores, and the proportion of franchised stores is close to 90%.

In 2014, the sales revenue increased by 37.4%, up to 4 billion 8 million yuan.

In 2015 and March 2nd, the city beauty bought the high-end underwear brand Ordifen for 92 million yuan.

According to the research report, Ordifen ranked fifth and seven in China in 2014 in terms of retail sales of bra and women's underwear.

In the past, high-end underwear brands represented by Ordifen and admiration were almost the standard of a second-class mainstream department store.

After the urban beauty and the popular brand, the starting point of the choice is the three or four line city and the county-level store.

By the end of last year, urban beauty stores had been allocated to 330 prefecture level cities in China, and even to more remote Township markets.

But the energy of these small shops is amazing.

According to the report of Sullivan, according to the total sales volume of China's underwear industry in 2013, urban beauty accounts for about 2.8% of the market share of the clothing industry, which is almost three times that of the second largest Chinese practitioner, an Li Fang.

Zheng Yaonan said: "through the Shanghai Ordifen's sales network and well-known brands in China's high-end clothing market, so the group is expected to expand its market penetration in China's personal clothing market."

Yu Zhenqiu, vice president and chief financial officer of urban beauty, said that the number of days of inventory turnover in urban beauty is 78 days.

And its SKU has more than 11000 or more than 1000.

According to its introduction, in the industry many underwear colleague, the commodity turnover time is as long as 200 days.

In essence, it is a single store franchise mode. However, in the case of single store franchisee's "not doing much", the beauty of the city relies on the highly praised Lin Chiling and Huang Xiaoming to endorse the air advertisement and cooperate with the ground channel to make the wind and water rise.