The Decline In Performance Was Not Easy, And The Rate Of Decline Was Much Higher Than That Of Other Brands.

Though constrained by the economic environment and the impact of online consumption, the development of local high-end women's clothing has been affected.

But compared with the same kind of women's clothing brand, the speed of its performance is far higher than that of other brands.

Taking the same listing on A shares, the brand positioning is similar to that of the group, whose growth rate has been growing in recent years.

In this regard, Wang Guoqiang explained to reporters that unlike the different kinds of songs, just after the listing of Gus, its performance has much room for improvement. Its franchisees have also launched a lot of incentive policies to ensure sales growth.

And for a long time,

In the high-end women's clothing sales are good, and the policy of franchising has not been adjusted, which is also the place we need to improve.

As the first stock of high-end women's wear in A shares, it has been a tough day in recent years.

Since its listing in 2011, the company's revenue and net profit growth rate has only maintained a 3 year growth rate.

After the company launched its pformation in 2014 and announced the establishment of the "Pan fashion industry ecosystem", the company's performance began to decline continuously.

In the 2014-2015 year, the company's revenue grew by 10.4% and 7.38% respectively, while the net profit growth rate decreased by 48.14% and 38.58% respectively.

In the first half of this year, the company's performance continued to decline, and the company's revenue and net profit grew by 16.98% and 11.25% respectively.

But this still can not stop the determination of cross border pformation.

The company announced that it would invest 500 million yuan in equity and cash to set up a wholly owned subsidiary of the medical management Co., Ltd., which will focus on the field of medical cosmetic surgery.

So far, he has only invested nearly 900 million yuan in the field of medical beauty.

The company also said that it will issue a fixed increase of 9 hundred million in the future, all for the medical America plate.

It is worth mentioning that the company has invested more than 2 billion yuan in the pformation business over the past two years.

In the background of the continuous decline of the main business of the company, some of the industry believes that in the future, it will be possible for Kaiser to make a complete business pformation.

In this regard, the reporter interviewed Wang Guoqiang, director of the business operation section of Langer, he said that investing in cross border actions such as medicine and beauty conforms to the development requirements of Langer towards the "Pan fashion industry interconnected ecosystem". The company is optimistic about the future development potential of the medical beauty, but the clothing business is the core business that the company will stick to in the future.

The identity of Korean group of Shen Dong, chairman of Langer, has a unique advantage in docking with Korean fashion circles.

All along, the product style of lady's dress is the main trend of Hanfeng fashion.

With the announcement of the pformation strategy of the company in 2014, the company has carried out all-round cooperation with the Korean fashion circle in the integration and docking of cross-border resources.

From investing 310 million yuan to acquire 26.53% stake in the Korean national brand aka bang into the baby industry, he also invested in South Korea's largest professional mask production and research and development enterprise L&P Cosmetic.

In April this year, the group completed the strategic investment of DMG, a Korean cosmetic and beauty care group, with a total of 25 million 200 thousand yuan, holding a total stake of DMG30% and formally entering the medical beauty industry.

Compared with the slow layout of the other cross-border businesses, its investment in the medical and American business has been continuously increasing in the short run.

Shortly after investing in DMG, in June this year, he announced that he would spend 327 million yuan on the 63.49% stake in Sichuan Milan Bai Yu medical beauty hospital limited, and 70% of the 5 beauty agencies in Shenzhen Milan Bai Yu Medical Beauty Clinic limited and Sichuan crystal skin beauty hospital limited.

At the same time, the company announced not long ago that it invested 500 million yuan to set up medical treatment.

Although the company's action in the United States is continuous,

Relevant person in charge told reporters that in the expansion of the medical and American business, the company is still in the initial stage of investment. In the short term, the medical American business will not bring too high profits to the company.

"Unlike the clothing business, the cost of obtaining medical products is very high, and the brand maintenance and operation risk of this business itself is relatively high. Therefore, in the early stage of channel promotion, the company will strictly control the pace of development, conduct strict qualification examination and training management for franchisees, so as to prevent operational risks."

The person in charge said.

Reporters interviewed relevant professionals learned that medical and American business gross margin can be as high as 90%, but there are not many institutions that can really make money.

In addition to the high cost of obtaining customers, the lack of professionals is also a difficult problem for the medical and American industry.

At the same time, in the medical beauty industry, brand reputation and popularity are very important for the development of enterprises. Once a medical accident occurs, the attack on the brand may be fatal.

In this regard, Wang Guoqiang told reporters, taking into account the characteristics of the medical beauty industry itself, the company in the future medical beauty business expansion in the market, will give priority to the development of small business risk, customer coverage is relatively wide range of micro plastic business, this business mainly through the company's acquisition of crystal skin beauty to promote the market.

The high-end medical cosmetic surgery business such as Milan Bai Yu, our promotion rhythm will be relatively slow.

"For the medical beauty professionals, we cooperate with Korea's second largest medical beauty group DMG to connect the relevant talents and industrial resources."

In the initial stage of the development of medical beauty business, the output of single store performance will not be too high.

Although he has always emphasized the need to graft the original good quality customers into the medical and American business, it still takes a long time and capital investment to achieve this kind of customer conversion.

At the same time, with the high cost, high risk and other factors in the late operation of the medical and American business, the performance of the company is clearly needed.

"Unlike the medical beauty business, our

It has been very mature and mature, and little business input can bring great returns to the company.

Wang Guoqiang told reporters that although the two years have been affected by the economic environment and the impact of the electricity supplier, the apparel business of Rand has been greatly affected, but the company has been actively adjusting its product structure and channel operation, and the garment industry has picked up in the first half of the year.

Taking the same listing on A shares, the brand positioning is similar to that of the group, whose growth rate has been growing in recent years.

In this regard, Wang Guoqiang explained to reporters that he was different from his posture.

Soon after the listing, its performance has much room for improvement. Its franchisees have also launched many incentive policies to ensure sales growth.

All along, she has been selling well in the high-end women's wear area, and the policy has not been adjusted. This is also the place where we need to improve.

"In fact, our direct business has been growing very well. The main impact is on the franchising business."

The reporter understands that under the leadership of Wang Guoqiang, in recent years, he has been pushing forward the three major adjustment strategies.

First of all, it is to open a large store and strengthen direct business. At the same time, in view of the declining performance of the franchisee, optimize the franchisee structure, output management, and make meticulous management of franchisees. Finally, strengthen the investment in product design and R & D, widen the price band of the main brand and Rhine, break through the original channel restrictions of the brand, and promote the simultaneous sale on line and offline.

"In order to make up for the loss of the brand in the original market after the price is widened, we also plan to open 100 stores in the next 3 years."

Wang Guoqiang said.