Physical Retail Downturn, Song'S Pformation And Upgrading Of Income 400 Million Yuan

Due to the current downturn in physical retailing, the news of the loss of major clothing enterprises has been overwhelming.

However, some clothing enterprises have made timely pformation and upgrading, and the trend of the wind is flying.

Among them, the performance of the song Li Si dress is outstanding.

According to the half year report of the 2016, the company achieved a revenue of 398 million 380 thousand yuan, an increase of 9.45% over the same period last year, and a net profit of 48 million 546 thousand and 300 yuan attributable to shareholders of listed companies.

In addition, it opened 19 stores, eliminated 12 and upgraded 9.

There are 354 shops nationwide, including 6 new shops of "LAUREL", 19 new stores of "Ed Hardy" and "Ed Hardy Skinwear".

To build an international line of women's clothing brand as the goal

Gleth, a leading fashion brand in China, has been engaged in the design, development, production and sale of women's clothing since its establishment.

In 1996, the first brand store of Ge Lisi (Shenzhen) opened in China, and the brand of Ge Lisi's women's wear was strong. After entering the Chinese women's clothing market, it opened more than 300 chain stores, and really achieved a virtuous cycle of growing together with the profits of franchisees.

In addition, its influence in the world is expanding, integrating the top international resources, presenting its world outlook to Chinese consumers in a global perspective, bringing the truly international fashion that China belongs to.

He also provides a comprehensive and powerful brand support platform for franchisees, which is a step closer to becoming the target of China's clothing brand with world influence.

Accurate brand positioning: high-end women's clothing

The company has three major product lines: ELLASSAY, formal dress, leisure and advanced products, which correspond to brand "ELLASSAY", "ELLASSAYWEEKEND" and "ELLASSAYFIRST" respectively.

The brand is very compatible, positioning in the high degree of harmony between leisure and occupation, marking the awakening and return of women in the post industrial era.

Be cognizant of

With the growing demand for personalized products, the company is willing to implement a small number of product positioning strategies at a high cost, truly creating value for customers, and winning market for song and franchisees.

All kinds of products are launched for the needs of consumers, which not only satisfy the different needs of consumers, but also enrich the brand positioning.

Style is rich, continuous listing, not monotonous and not repeated, customers will naturally return to high.

The current consumption ability of women has been greatly improved. They are very particular about clothing materials, and are also pursuing new and unique styles.

The surface and excipients mainly used in Japan, South Korea, Europe and the United States are of high quality and simple and elegant patterns, which are in line with the needs of women nowadays.

In the design, the singer emphasizes the function and comfort of the clothing. It is solemn and elegant, but not lost in fashion and ease. It is an elegant image for the self confident, intelligent and intelligent urban women, which is deeply loved by women.

Brand development strategy of "self build + acquisition"

He proposed the brand development strategy of "self build + acquisition" to create "brand development strategy".

In addition to running its own brand, "grace" and "Wei Song", the group also acquired famous brands such as Laurel, Ed Hardy and IRO to enrich the brand matrix.

The introduction of internationally famous brands will bring new brand promotion, channel and customer resources to the main brand, and achieve synergy among brands, so as to enhance the profitability and competitiveness of the company as a whole, and enhance the control of the company in the field of high fashion.

Among them, EdHardy brand, designers use embroidery, water washing, splashing ink and other skills, combining American culture and Asian elements, with distinctive product styles, and being loved by international first-rate stars such as Madonna, Britney, Beckham, Usher Ramond and others.

At present, EdHardy has opened stores in the Americas, Europe, Asia and the Middle East with wide distribution channels.

The acquisition of international brands expands the brand awareness of the company, and can acquire more international resources to facilitate the development of multi brand development strategy.

He said that through the acquisition of international brands, the company will expand the existing brand promotion channels, and explore more opportunities to cooperate with international brands, and promote the company to achieve the strategic objectives of China's high fashion group.

Buy 100 autumn, improve online channel layout

Based on the current domestic apparel retail environment, online sales channels are becoming more and more important for traditional clothing brands.

Cooperation with Bai Qiu network will bring benefits to the future development of the company from the aspects of channel, operation and brand.

1, improve the layout of the channel: the channel is not well developed, and the outstanding performance of the online operation and brand promotion and sales field of Bai Qiu online helps to enrich the company's online channels.

2, strengthen the operation capacity of e-commerce: the company is inclined to the traditional way of operation. The development of online channels will greatly enhance the company's e-commerce capabilities and strengthen the Internet gene of the company.

3, enhance brand synergy effect: Bai Qiu network has worked with many high-end international brands, will bring channel development to GEIs, including international brand cooperation, space mining and other aspects, and promote the development of international sales market.

Electricity supplier has become

The new driving force for growth is the 10 time premium of the acquisition of Bai Qiu network and Bai Qiu electricity supplier.

With the help of the Bai Qiu network, it will focus on enhancing the landing of the existing brands, including the existing offline brands and the future online brands, which greatly boosts the online development of the company.

In addition, the Tmall online, Tmall, vip.com and WeChat mall are also online, and online image consultant service, interactive game area, daily spike shopping and surprise shopping for customers to bring touch shopping experience in real O2O era.

Seize the draught and fly against the wind.

Because of the fast changing market, rapid response and the capture of every business opportunity, every enterprise needs to seize the outlet, especially in the era of Internet development.

He has the ability to deal with the market quickly, effectively handle customer complaints and orders, maximize the rights of consumers, and consolidate the market share of franchisees and songs.

He also launched innovative shop marketing activities to provide customers with participatory experience activities, promote consumption and enhance customers' interest in the brand.

There are 300 entity stores under the song line, and the quality of channels has been optimized continuously. The O2O sales system has been launched, and the sales connections under online and offline have been opened up to promote further development of online and offline sales.

In the current situation of the garment industry's decline, the company's headwinds and its revenue and profitability continued to grow year-on-year.

It is inseparable from its strong brand power, fine production power, and the layout of online and offline channels.