Ann Fashion Is Looking For New Breakthroughs In E-Commerce.

According to the world clothing shoes and hats net, in the evening of March 28th,

Fashion enterprises --

Group Limited by Share Ltd (hereinafter referred to as "positive fashion") released the 2017 annual performance report. During the reporting period, the company achieved operating income of 1 billion 421 million, an increase of 17.78% compared with the same period last year. The net profit of shareholders belonging to the listed company was 273 million yuan, up 15.69% over the same period last year. The net profit attributable to the listed company was 217 million, a decrease of 5 million 430 thousand and 200 yuan over the same period last year, a decrease of 2.44% over the same period last year.

As for the change of company performance during the reporting period, the explanation is mainly due to the following price reasons:

(1) the company has increased investment in R & D, and the R & D cost has increased by 13 million 509 thousand and 600 yuan over the previous year, mainly to improve product strength and brand strength.

Creative designers and space designers have laid a solid foundation for the long-term, stable and healthy development of brands.

The main personnel employed include: Mr. Kubo Kayo, the famous Japanese designer of the brand name, the famous Chinese creative director of the nine posture brand, Ms. Zhang Shumei, the top ten designer of Yin Mo brand, miss Wang Hongying, the top ten designer of the national brand, and MS. Francaise, the famous French art director with extensive experience in international luxury brands.

(2) implementing the employee restricted stock incentive plan to increase the cost by 5 million 590 thousand and 800 yuan, and tie the interests of the company with the interests of the employees.

(3) the implementation of incentive and talent reserves for employees at the end of each year increased by 15 million 736 thousand and 300 yuan at the end of the year compared with the previous year. It mainly reserved a group of management, marketing and marketing talents for the company's subsequent development. It hired a senior brand operation and management expert, Mr. Huang Yongqiang, to join the company as the CEO of the brand.

3, in 2017, the gross profit margin of main business decreased by 4.18 percentage points over the previous year, mainly due to:

(1) increasing the price performance of the product has reduced the gross profit margin of the main business by 1.65 percentage points.

Under the condition of keeping the selling price unchanged, we will use better fabrics and processes to produce higher brand products, give consumers a better sense of gain, increase the gross profit margin of cost reduction, and inject new competitive power into the brand's long-term development, thus ensuring the two digit growth of the nine posture brand, which is highly recognized by consumers and the number of VIP has increased significantly.

(2) increasing the handling of over season goods has reduced the gross profit margin of the main business by 2.53 percentage points.

The sale of the over season goods has been greatly promoted, especially the Yin Mo brand, resulting in a great change in the stock structure. The old stock in the previous year has been effectively digested, and the share of goods in stock in the 2 years has reached 74%, an increase of 18 percentage points over the same period last year, and the turnover speed has been accelerated for 75 days to two and a half months.

4. The weighted average net asset yield was 7.77 percentage points lower than that of the previous year. The weighted average yield after deducting non operating profit and loss was 9.09 percentage points lower than that of the previous year. It was mainly caused by the company's completion of the first public issuance of stock and the increase of net assets in this year.

5, the company continued to increase investment in R & D and strengthen the construction of core competitiveness. The R & D expenditure reached 69 million 696 thousand and 300 yuan this year, up 13 million 509 thousand and 600 yuan over the same period of the previous year, increasing by 24.04%, accounting for 4.91% of the operating income.

6, the company strengthened the integration of online and offline businesses, and increased the online sales of existing brands. At the same time, Anna, the Internet brand, founded an Internet brand, achieving an operating income of 48 million 600 thousand yuan.

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The latest distribution plan of the positive fashion is to pfer 4 shares to every 10 shares and distribute dividends to RMB 5 yuan, with a dividend yield of 2.22%.

The improvement of the posture and the improvement of the price ratio make the sales of the terminal improve obviously, reverse the downward trend, and increase the income of 940 million yuan in 2017, up by 10.49% compared with the same period last year. Among them, the same store grew by 7%. In the context of the adjustment of Yin Mo channel, the income of the same store grew by 13%, and the same store grew by 13%. The development of the men's clothing and the newly established brand was good, and the income was 0.75 and 100 million yuan respectively, up by 37.11% and 92.41% respectively, compared with that of the same store. The same store grew by 24% and 24%, respectively. As for the adjustment of the product style, the shop was not comparable, and the annual income was RMB yuan, up from the same period last year. At the same time, the online brand new Anna, based on the original online system of the company, has been growing rapidly, and the annual income has been realized. Sun Yu, an analyst with China Merchants Securities, said that in 2017, the main brand was nine.

Sun Yu said that in terms of channels, the channel under the "Zheng Zheng" fashion line was basically readjusted, and at the end of 17, there were 917 altogether, representing a net increase of 55 over the 16 years.

Among them, the nine main brands have 691 stores, and 24 shops in the year (96 direct outlets, 38 direct outlets, and 557). The layout will continue to be based on the franchising mode in the future. It is expected that 30-40 new stores will be opened next year, and about 1400 shops will be opened.

Yin Mo owns 90 stores (68 direct battalions, 16 direct outlets, 6 joined), and 2 stores are closed in the year, and the basic adjustment is in place. In the future, the layout of high-end stores will be based on direct camp mode, and 20-30 new businesses are expected to be opened next year.

There are about 36 men's clothing, and there are 4 shops in the year (32 direct battalions, 3 direct outlets, 1), mainly in the second tier cities, and will consider joining in the next three or four line expansion.

The number of 85 stores (68 direct shops, 17 franchises), and 39 stores in the year, are expected to increase by 80-100 next year.

With a larger adjustment in the style of the mosaic, there are now 15 outlets in the direct and the ole stores. It is estimated that after the adjustment of the store style next year, there will be about 60 new stores opened each year, reaching 300 stores in 2020.

In the early stage, the company continued to adjust inefficient and ineffective stores, and to improve the terminal's operational efficiency by closing the small to big ones. At present, the adjustment of stores under the line has basically been in place, and then will enter the new store layout stage.

Sun Yu said that with the completion of the adjustment of the 2017 fashion channel, 2018 will enter the opening period, and under the multi brand strategic layout, the main brand will continue to grow rapidly, and the new brand will mature and achieve a full harvest.

At the same time, the company's international layout is frequent.

It is expected that revenue growth of 25.53% will be achieved in 2018, and it is located in the leading multi brand fashion industry group in China. At present, the brand of Nine ladies, nine posture, Yin Mo, fannac, mensac and an Zheng men's wear brand, and the newly hatched fast fashion e-commerce brand Anna Kou, have initially completed the establishment of multi brand matrix on the line.

Sun Yu expects that with the continuous improvement of brand operation, product development and meticulous management capabilities, the steady growth of endogenous growth force and the steady expansion of channels, it is estimated that net profit in 18/19 is expected to achieve 3.59 and 470 million yuan (average annual growth rate of 31%) respectively.

Public information shows that the main business of an Zheng fashion is independent research and development, production, sales and brand management of medium and high-end fashion brands. The company includes six fashion brands: "nine posture", "Yin Mo", "an Zheng", "Fei Na Chen", "Mo Sha Ke" and "Anna Kou".

The brand pyramid matrix of mature men's and women's fashion was established with distinctive styles and complementary market orientation.

An Zheng fashion shows that with the continuous influx of foreign brands, the increasing number of new brands, the industry reshuffle, and the increasingly clear competition environment, in 2018, around the "customer centered" and continuously promote the "four forces" upgrading (product strength, channel strength, brand strength, supply chain capability) to carry out various business activities, it is expected that the annual operating income will be 1 billion 783 million yuan, an increase of 25.53% over the same period, and the net profit of shareholders attributable to the listed company is 359 million, up 31.58% over the same period (the cost of incentive scheme for restricted stock has been estimated to be 21 million yuan).

The work in 2018 focused on the following aspects:

1, continue to focus on consumer demand, strengthen brand style, enhance product competitiveness.

In 2018, an Zheng fashion will continue to focus on consumer demand and change, adhering to the concept of customer oriented product development.

Its brand positioning always keeps the difference and complementarity, and uses more subdivided products to serve the increasingly personalized consumers.

At the same time, the determination and usage of brand DNA are clear, so that brand branding is clear, brand market recognition is increased, and core competitiveness of products is highlighted.

Establish a multi-dimensional product strength evaluation and promotion mechanism, such as market analysis, consumer research, competitive bidding, etc., to promote precise planning, lean research and development, optimize the planning design process, and accelerate the upgrading of product strength.

Increase investment in R & D human resources, seek cooperation with international professional consulting institutions and well-known universities at home and abroad, introduce R & D, creativity, edition division and other professionals, introduce new tools, methods and ideas of product creative design, increase input in resources such as edition, technology research, fabric joint development, optimize the incentive system of existing designers, activate the designer team, and set up research and development centers overseas to lay the foundation for the brand to enter the international market.

2, continue to optimize the layout of the channel, the electricity supplier to seek new breakthroughs.

In terms of channel layout, the diversification trend of retail channels is obvious. E-commerce, shopping centers and traditional channels (traditional department stores, franchised stores) coexist, and the functions of traditional channels are differentiated and weakened.

The group will integrate resources and channel sinks under the premise of consolidating the advantages of existing channels, optimize inefficient shops, strictly control the quality of new stores, speed up the development of new lifestyle stores such as shopping centers, make rational layout of the market, conform to the trend of consumption, continuously introduce high-quality new customers, and rapidly upgrade the market share of each brand by customer resource sharing and brand cluster occupancy.

We should further explore the management mode of joining "self-management" to promote the benign interaction and common development of brands and customers.

Especially in the operation of the brand, the company will adopt the innovative cooperation mode of "establishing platform and win-win cooperation" in 2018 to support the pformation and upgrading of brand products and the need for rapid development.

In line with the principle of "people closest to the market and the best understanding of market demand", on the basis of the continuous implementation of the amoeba "store store", the terminal will further deepen the pformation in 2018, and activate the terminal through a series of measures such as profit sharing, authorization, empowerment, commodity and resources support, so that the terminal staff can "move" to achieve win-win situation for employees and companies, and further enhance the competitiveness of the brand market step by step.

To deepen the all channel operation, based on the summary of the nine channel and Yin Mo brand's whole channel promotion operation experience in 2017, finner brand will carry out the full channel work in a comprehensive way according to the steps in 2018. For this reason, the brand of the company will be further optimized from the aspects of architecture responsibility, operation process, incentive system and commodity operation.

At the same time, the corresponding brands will realize channel interoperability, goods sharing and VIP sharing; expand the retail scene with new technology, enhance the viscosity of consumers' experience and consumers and brands.

We will expand the business of e-commerce, focus on consumers, strengthen online brand building, consumer interaction, sales and services, gradually realize the good consumption experience of integrating online and offline businesses, consolidate strategic cooperation with Tmall, vip.com and other platforms, strengthen user data analysis, dig up purchasing behavior through big data, promote R & D, manufacturing and other supply chain upgrading in an opposite direction, and provide users with better products, services and experiences; the "Anna Kou" brand, as the brand of the company launched by the company, will have a clearer brand positioning in the 2018, a more stable product style, and more investment in product research and development, brand promotion and so on.

The year 2018 will be the year when the "Anna Kou" brand has been promoted and developed rapidly.

3, upgrading the image of terminal stores, increasing brand promotion efforts, and continuously enhancing brand strength.

In 2018, the company will cooperate with the French art consultant who has the experience of international first-line clothing brand cooperation to jointly enhance the terminal image and artistic expression of the brand of the company, and the first batch of brand new images will be pushed to the terminal one after another.

In terms of brand promotion, in 2018, the company's "nine posture" brand will be the only official invitation of Chinese commercial women's clothing brand to participate in the Milan international fashion week.

At the same time, the brand will be invited as the spokesperson of the domestic front-line actress in 2018, and will carry out a comprehensive and comprehensive cooperation with it.

Continue to strengthen cooperation with stars, television, film, variety shows and other more in-depth cooperation, increase brand exposure, the use of star effect and fans economy.

Based on the integration and sharing of brand resources, a more creative and topical promotion plan and event marketing activities will be launched in 2017 to enhance brand performance and brand awareness.

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4, promote full value chain lean management and improve operational efficiency.

In 2018, the company will improve the supply chain level through the optimization and integration of the supplier team. It will form strategic cooperation with the high-quality suppliers in the industry with strong fabric development capability, continuously improve the quality of the surface accessories and the use of innovative fabrics, and establish a stable and close relationship with suppliers to enhance the technology, quality, cost and delivery capacity of the group suppliers, so as to achieve the best overall efficiency.

We should promote the lean production in an all-round way, and continuously enhance efficiency and shorten the delivery time through planning balance, stability, IE improvement, logistics optimization, process innovation and optimization, automation, delivery time improvement and production mode pformation. Warehousing logistics upgrading and upgrading, optimizing WMS system, realizing warehousing logistics automation, less humanization and data visualization; combining logistics pay adjustment and quantitative assessment to enhance warehouse logistics efficiency.

5, consolidate basic management, strengthen management and control, and enhance team professionality.

We should continue to promote "strategic rolling planning, comprehensive budget and target management, business process control, major project management, short-term and long-term incentive system", gradually improve the company's management system, promote end-to-end process optimization, supplemented by a fully authorized mechanism, further clarify the relationship between responsibilities and responsibilities, and continuously enhance the results oriented, customer-oriented culture.

We should attach importance to the introduction and cultivation of talents, and focus on the requirements for organizational capabilities according to the strategy, focus on the talents needed to enhance the capabilities, continuously introduce excellent talents in benchmarking enterprises and cross industry, and establish a hierarchical and classified personnel training system, so as to comprehensively improve the professionalization level of the staff.

In 2017, the company launched the first phase restricted stock incentive plan for 147 high-level and core business leaders. The company's core managers, who are important for the overall performance and long-term development of the company, launched the "partner" plan. In 2018, the group will adopt a short, medium and long-term multi-storey three-dimensional incentive system through performance award, excellent project award, excellent design award, Efficiency Award, excess profit sharing, restricted stock and partner plan, so that the interests of employees can be linked to performance and the responsibility for long-term value growth of the company will be tied up.

The company's top management, core backbone and the long-term interests of all shareholders of the company will be further optimized and improved.

6, use the layout of foreign investment to accelerate the improvement of existing categories.

2018 is a year in which investment is arranged in strategic direction. Improving the company's brand matrix and making up for the lack of categories is the main direction of company investment. Especially with the opening of the "second child" policy to make the children's clothing market prospect promising, the company's investment in 2018 will continue to increase its attention to tide brands, network brands and high-end brands, and seek strategic cooperation with foreign luxury brands.

In terms of channel, the company will focus mainly on domestic offline entities and cross-border electricity providers.

While paying attention to brand products and channels, in order to protect the unique craft and product quality, the company will also pay more attention to the upstream links of the apparel industry chain, hoping to control the best products to the consumers by controlling the source.

For this reason, in 2018, anzheng fashion integrated investment resources and built a platform through intermediary service resources, laying a solid foundation for later investment and acquisition projects.

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