In The First Half Of The Year, The Business Income Of Noble Birds Increased By 0.13% Over The Same Period Last Year.

The Limited by Share Ltd released the semi annual report in 2016. In the first half of the year, the business income of the noble bird was about 1 billion 18 million yuan, an increase of 0.13% over the same period last year.

The net cash flow generated by operating activities is about -3.61 billion yuan, a decrease of 209.54% over the same period last year.

In terms of net profit and cash flow reduction, the report shows that the government subsidies received by the company in the period decreased compared with the previous period, resulting in a decrease in net profit of shareholders of listed companies and a decrease in earnings per share compared to the same period of the same period. The net amount of cash flow from operating activities declined substantially compared to the same period of the same period. The report said that this period was mainly to support the development of dealers, and the distributors adopted the increase in payment of bills, resulting in a decline in cash inflows generated by operating activities.

Revenue in the first half of the year: e-commerce sales yet

In addition, the report also disclosed part of the detailed data of the first half of the year.

It is understood that in the first half of this year, the company's operating costs amounted to 580 million yuan, up 6.09% over the same period last year.

In the "three fee" cost, sales and financial costs are relatively large (Figure 1).

Figure 1: Cost Chart of business people's income

Regarding the changes in the above fees, the company explained that the increase in operating costs was due to an increase in the main business costs during the reporting period, resulting in an increase in operating costs and a decrease in sales costs.

The cost of promotion was greatly reduced.

The substantial increase in financial costs is due to the increase in the short-term cash coupons increased by 400 million yuan compared with the same period last year, which also resulted in an increase in cash flow from fundraising.

In addition to the overall revenue data, we also learned about the income of various industries and regional markets in the first half of the year.

In terms of revenue of various products,

The largest revenue, about 559 million yuan, followed by clothing, the first half income of about 447 million yuan, followed by accessories income, only about 11 million 980 thousand yuan, the biggest reduction in income is also accessories.

It is worth noting that from the perspective of each product, its gross profit margin has decreased year by year (Figure 2).

Figure 2: the main business of the company.

It is particularly necessary to note that from the point of "noble birds", the main business income of all birds is derived from the sales income of a single brand, but no other brand income.

At the same time, the company also said that the company has not yet carried out the sale of e-commerce platform, and only allow some distributors to sell online channels.

"The company's sales revenue all come from wholesaling dealers and retail outlets of 4 Direct stores, and the income situation does not apply to the distinction between online and offline channels."

In fact, besides the revenue of various products, the company also disclosed its marketing situation in major markets.

It is understood that in the first half of this year, in the 7 major markets of the world, besides the growth of market revenue in eastern and Northern China, other markets showed a downward trend compared with the same period last year. The southwest and northeast markets were the most serious, with revenue decreasing by more than 13% (Figure 3).

Figure 3: revenue charts for the first half of the year

At the same time, in terms of store data, from the point of view of birds and birds, by the year June 30, 2016, the number of retail outlets of the brand was 4313, of which 4 were direct stores.

According to the regional division, the specific quantities are: 1187 in East China, 897 in the southwest, 497 in Central China, 411 in Southern China, 467 in the northeast, 542 in North China, and 312 in the northwest.

Always focus on Sports: next or further.

After an analysis of the first half of the year's revenue, the report also gave a review of its business strategy in the first half of the year and made a business plan for the second half of the year.

Through the analysis of the report, we can see that the analysis of the birds has been doing a full layout in the field of sports industry.

It is reported that the report summarizes the first half of the business strategy, basically around the layout of the sports industry and product development, promotion, there are basically 4 aspects.

1. The second phase of sports industry fund has been established by the noble bird and Tiger flutter.

After its establishment, Hui Autonomous Region will continue to focus on O2O sports operations, sports training and personal fitness services, intelligent equipment, sports network media and community platforms, focusing on investing in the emerging and growth firms of China's sports industry.

2, the "noble bird" has embarked on the layout of the sports insurance field. The company and Xiamen Rong one network technology Co., Ltd. jointly set up an insurance company.

3, in order to promote the company's layout of sports shoes and clothing line and integrate offline resources, the company invested RMB 383 million 105 thousand yuan to acquire part of the stake in Jay's Bank and increased its capital to become a controlling shareholder of 50.01% of Jay's Bank.

4, in terms of products, the report said that G10's running shoes and Mai Lang technology running shoes were listed in the spring and summer retail market, and the market responded well.

In addition, "Halo Run" continues to maintain its influence in Chengdu, Wuhan and Kunming and excavates new brand lovers.

According to the report, in addition to the above related business strategy, the company continued to adjust the retail terminal, closing 354 retail terminals, and opening 202 new retail outlets. The operation of the terminal stores overall stabilized, and the inventory continued to control within a reasonable range, and the company's main business performance also entered a smooth channel.