Local Clothing Brand Taiping Bird Released The First Quarter Results Report, Women'S Wear Plate Performance Is Remarkable.

Landing on the Shanghai stock exchange at the beginning of the year

Ningbo Taiping bird fashion apparel Limited by Share Ltd (hereinafter referred to as "Taiping bird") ushered in the first quarter performance report after the listing. During the reporting period, the company achieved operating income of 1 billion 514 million, an increase of 11.47% over the same period, and the net profit attributable to parent company shareholders was 58 million 610 thousand yuan, down 4.6% from the same period last year.

During the reporting period, Taiping bird opened 38 new stores, 67 franchised stores, 5 joint stores, closed 35 stores, 187 franchisees, 22 joint stores, and 134 households.

72 of them joined the store because the system data had not been input in time at the end of last year. The company has taken measures to strengthen the control of the system. The closure of the 10 stores is due to changes in the nature of the stores, and the rest are planned to open and close.

By the end of the reporting period, the number of stores under the company was 4145, an increase of 9.05% over the same period last year.

Reporters noted that the results showed that

The core brand PEACEBIRD women's clothing has passed the brand adjustment period in 2016, and realized 560 million yuan in the first quarter of 2017, an increase of 6.59% compared with the same period last year, and a slight increase of 1.55% in gross profit margin. A good start has been made; PEACEBIRD men's wear and Lok Cho achieved an income of 5.41/2.12 billion yuan, an increase of 3.94%/16.62% over the same period; the MiniPeace children's clothing business is in a period of rapid growth, 2017Q1's revenue has reached 143 million yuan, an increase of 41.40% over the same period last year, and the proportion of revenue has continued to rise to 9.56%, representing a 1.25% increase in the proportion of revenue in 2016 and a continuous expansion in the scale of business.

At the same time, the gross margin fluctuated little, with a slight increase of 1.07%, and the development momentum was good.

Huachang securities analyst Cao Ling believes that from the first quarter's earnings report, the Taiping bird dress business adjustment has achieved initial success, and the children's clothing business is doing a good job. The analysis is mainly due to the fact that the company has vigorously opened up new stores due to the early development of the brand, resulting in various costs rising.

Cao ordered that since 2008, Taiping has already had a certain scale of business.

In 2016's "double eleven" activities, its three major brands (PEACEBIRD Mens, PEACEBIRD women's wear and MiniPeace children's wear) were ranked the top ten in the brand sales list.

2017Q1's online channel revenue reached 368 million yuan, an increase of 39.96% over the same period last year, and its operating income reached nearly 25% (+5.09%).

With the expansion of online revenue, gross margin has increased by 5.46% to 46.36%.

At the same time, Taiping bird also pays great attention to the effectiveness of the store and expand its order. In the first quarter, Taiping bird line stores reduced 134 stores to the end of the year, with a total number of 4145 at the end of the year, an increase of 9,05% compared with the same period last year, and the company's offline revenue reached 1 billion 131 million yuan, an increase of 3.88% over the same period last year.

Cao said that Taiping is located in the middle of China.

We should adopt multi brand and multi-channel development strategy to achieve the company's rolling development.

At the same time, the company delivers new products every 1-2 weeks through the high frequency loading band, keeps the freshness of the products, attracts consumers continuously and promotes the performance more effectively.

Zhang Fang, an industry researcher, said that as a leading domestic leisure apparel company, Taiping bird chose the whole category and multi brand layout from its brand strategy, and the three wheel drive of its women's wear, men's wear and children's wear.

The company emphasizes product design research and development, and its development strategy is flexible and adaptable to market changes, and its vitality is vigorous.

After the IPO raised funds, the company will go to a higher level in the marketing network, supply chain management (mainly logistics storage and information system construction), and its fast feedback capability and supply chain flexibility level will continuously improve.

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