Why Do Urban Beauties Implement Online And Offline Dual Wheel Drive?

According to the world clothing shoe and hat net, it is known as China's "secret".

After a double decline in the first net profit of Listed Companies in 2016, it has yet to reverse its profit and loss.

Chief strategist and urban beauty of urban beauty group

CEO Sha Sha believes that the decline of urban beauty revenues is a major impact on the line, mainly on channel issues. They will implement online and offline two wheel driving strategies in a strategic way.

Sha Shuang also said that, at present, China

The market has entered a mature stage.

In the future, the underwear market will focus on supply chain management, whether the funds are strong, and how to expand the channels.

Online and offline dual wheel drive

The urban beauty, known as China's "secret", suffered double declines in its first net profit margin in 2016. Its net profit fell 55.2% during the same period and closed 985 stores.

In the first half of 2017, the revenue of urban beauty was 2 billion 79 million yuan, down about 6% compared with the same period last year, and net profit of 145 million yuan, down 16.7% from the same period last year.

According to Sha Shuang, China's garment industry has been developing continuously for many years, and its impact is on the price system.

For example, in large shopping malls, other brand brassiere price multiplier is eight to ten times, and urban beauty products are three times higher than the price, so we can see that underwear, other brands will not be better than the city beauty, where it can only be said that the fare increase is high, "the channel will not change, it will decline."

Since 2014, urban beauty has begun to set foot in the electricity supplier.

It is understood that over the past three years, the achievements were 70 million in 2014, 240 million in 2015 and 450 million in 2016.

Urban beauty reported in the first half of 2017, business revenue in the first half of the year was 238 million, an increase of 44.5% over the same period, and gross margin reached 56%.

Sha Shuang believes that their strategy will be online and offline two wheel drive. The development of e-commerce is not the same as offline. Online is the development of multi brand and multi category, and the main line is brand.

At present, the city beauty is no longer confined to underwear products, online as long as it is related to body clothing are doing, for example, they are making clothes, training clothing brand.

Upgrading of traditional shops to comprehensive Libraries

According to Sha Shuang, before, the city beauty brand is no problem, but the lack of reputation, because they mainly do mass underwear, cost-effective, a product of fifty or sixty yuan, but not worse than one hundred or two hundred products, but now consumers are looking for products of high quality and high price. So since 2018, the beauty of the city has changed the brand from the communication image to the store image. For example, there was a 80 square meter shop, now needs to be pformed into a comprehensive underwear Museum.

Sha said, in the underwear complex, not only underwear, but also towel, some household items.

After the renovation of the store, there were still some people at two o'clock in the evening, and the turnover on that day was ten times that before the pformation.

For example, a product similar to hot air is more than 2000 square meters throughout the shop. It involves a lot of life oriented products, and provides some drinks at the same time. After shopping, it can rest, and it becomes socialized. This is the so-called consumption scenario.

Sha Shuang also said, for example, the upgrading of the image of urban beauty comes from meeting and communicating with offline customers, as well as consumers' recognition of your brand.

Underwear market is in mature stage.

According to Sha Shuang, from 2010, the underwear market belongs to the growth stage. At that time, as long as the industry did, there was no money making.

From 2016 to 2018, the underwear market entered a mature stage. The underwear industry is focusing on the management of the supply chain, whether the funds are strong, and how to expand the channels.

For example, retail sales in the US are very mature. It is very difficult for you to change it again.

Sha Shuang has made statistics, sporting goods entered the high-speed growth period from 2006, and began to adjust all brands in 2011. Five or six years later, are there any new domestic brands?

All this has to be changed.

Sha said that in 2018, the urban beauty may launch the C2B model product, then start in Tmall, the delivery date is not more than 5 days.

Then, Tmall will give customers a list of choices, such as size, color, material and lace, and then make products according to customer requirements, but the premise is that the supply chain must be well done.

In addition, urban beauty will study smart wear, such as underwear worn on the user body, it can monitor heartbeat, blood pressure and so on, of course, a little more gimmick, but urban beauty will do two, more is how to treat this product, mainstream sales is unlikely.

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