Taiping Bird Wants To Enter The High-End Market, Stock Law, High Fashion Brand.

China's mid end apparel retailer Pacific bird group has invested in the French designer Alexis Mabille, and plans to help the latter open its sales network in Greater China.

Alexis Mabille brand chairman and chief executive officer and designer Alexis Mabille's brother Martin Mabille told WWD news that the Taiping bird group is still optimistic about the development potential of the Chinese market and intends to open hundreds of stores for Alexis Mabille brand.

The first Alexis Mabille independent store in China is expected to open in Beijing or Shanghai in 2017 or 2018. The Taiping bird group will first open 3 or 4 stores to test the market reaction. If the acceptance level is good, it will quickly open 30-40 stores in the first and second tier cities.

Besides Zhang Ziyi, Li Yuchun and angelababy, who have covered the cover of domestic fashion magazines through Alexis Mabille, the good use of bow tie to create the brand of Chinese and American high ranking uniforms is not familiar to Chinese consumers.

Born in Lyon, France, Alexis Mabille was trained in Nina Ricci and two fashion houses in Ungaro, and was recognized by the then brand creative director John Galliano at the time of serving Christian Dior.

In 2005, Alexis Mabille set up the brand of the same name. In 2007, it was invited by Paris advanced custom fashion week to be a guest member. After that, it completed the first show in 2008, and was formally incorporated into the French high fashion Union 4 years later.

However, the Alexis Mabille brand will only sell clothing series after entering China, and will not develop products specifically aimed at the domestic market.

Alexis Mabille points out: "Chinese consumers like the most elegant products, which is exciting for the development of the brand, because Chinese people love fashion."

At present, Alexis Mabille has opened two independent stores in brand headquarters in Paris, and has its own online sales website. Its products are also in Farfetch and Yoox.

Sold with other boutiques.

Founded in 1989, Taiping bird group's clothing business is mainly based on the "Taiping bird" brand created in 1995. Other brands include Hirt Menswear, Bei Shi Bao men's clothing, Lok Ting, children's wear Mini Peace, etc., and also set up a joint venture with Iconix Brand Group Inc. (NASDAQ:ICON) ainconis group to distribute the clothing brand Material Gril (Marty Lil) jointly established by Madonna Madonna in the mainland.

The entry of Alexis Mabille will fill the gap of high-end fashion retail for Taiping bird group. However, according to the current economic and retail environment, the prospects for development are hard to please.

According to the official website of Pacific bird group

In 2014, the group comprised 4 major businesses, namely, clothing, home textiles, automobile and investment. The group achieved retail income of 13 billion 700 million yuan, profits and taxes amounted to 1 billion 350 million yuan, and the total number of employees was 9500.

The group's clothing business Ningbo Taiping bird Fashion Co., Ltd. is currently applying for listing on the Shanghai Stock Exchange.

The prospectus of Ningbo Taiping bird Fashion Clothing Co., Ltd. shows that the company is controlled by Taiping Bird Group Co., Ltd. holding 55.22% stake. In 2013, its market share in China's mid-range casual wear market was 3.1%, ranking seventh overall.

In 2013, the revenue was 3 billion 830 million yuan and the net profit was 210 million yuan. The average annual growth rate of these two data in the 2011-2013 years was 46.7% and 51.4% respectively.

In the first half of 2014, the company had a revenue of 1 billion 910 million yuan and a net profit of 130 million yuan.

However, its book value as of June 30, 2014 amounted to 820 million yuan, accounting for 44.98% of current assets, giving it a warning in the prospectus that there is a risk of inventory fall.

As of the first half of 2014, Ningbo Pacific bird

The company has 3173 stores in the country, mainly in Zhejiang, Jiangsu, Anhui and Shandong provinces. The total number of stores in the four provinces is 46.4%.