Urban Beauty Zheng Yaonan Shares The Growth, Development And Planning Of Urban Beauty

20 years, 7181 stores... As the leader of the underwear industry, the city beauty has built its own business empire.

These figures are far from enough for them. As of the end of 2017, there were 7181 stores in urban beauty, 1290 of which were self owned stores and 5891 were franchised stores. According to the urban beauty, the whole channel development will take place in the next 5 years.

It is estimated that there will be about 800 stores in 2018. About 20% of the new stores will be opened in the first and second line shopping centers, and the rest will be on commercial streets.

In addition, about 1000 stores will be renovated in 2018.

Transformation and learning side by side

From 1998 to 2018, urban beauty started from the brand and developed into the largest brand clothing business in the country. From the beginning of the foundry to the "retail + channel", "goods + brand" and the pformation and upgrading process from brand operator to value investment platform, it has covered the development process of urban beauty for 20 years.

This has also injected Zheng Yaonan, chairman and CEO of urban beauty, for 20 years and witnessed its ups and downs.

In an interview with Zheng Yaonan, he said: "from the establishment of the company's brand, the success and failure of its initial business, the entry of partners, the SARS and the financial crisis, today's capital investment, the listing of enterprises, and the cooperation with industry giants in recent years are also a continuous learning process for all city beauty."

Zheng Yaonan, chairman and President of urban beauty

When the foundries were particularly popular, city beauty spent the best time around 2003, with high profits and quick remittance.

Zheng Yaonan recalled that at that time, the city beauty helped other enterprises to OEM. The income from OEM accounted for about 40% of the income at that time, and there were about millions of yuan a year.

But after a long inspection, I find every link has profit points, but OEM is the shortest in the whole value chain.

Only by making your value chain long or well done can you earn extra profits.

As a result, urban beauty began to pform into brand in 2005.

The ancients said: there is no doubt that people have no worries.

From the traditional manufacturing industry to make brand, urban beauty has also made many attempts.

Zheng Yaonan told the winning network: "pformation is not easy. It's not just a few storefronts or a few franchisees, but how you can let consumers accept your products and how to lead them.

Of

This process needs a lot of work.

Of course, in the process of pformation, the most important thing is to stand up to loneliness.

In the initial stage of pformation, consumption is very large. Enterprises need to invest in brands, channels, product design and so on for at least 35 years.

The beauty of city bears the great pressure of business pformation at the beginning of the pformation, and smoothly passes through the pition period, which has created the current splendor in the domestic market.

Independent research and development to establish a new brand image

After experiencing these important development nodes, the urban beauty has also entered a new journey.

Under the background of consumption upgrading, people are spending more and more on underwear. At the same time, the demand for underwear quality is higher and higher. This also puts forward higher requirements for urban beauty.

Although many stores, but in this era of brand name, the market share of the first place can not change people's brand positioning.

How to establish a new brand image? It is very important to accurately grasp the market acceptance and popularity of products in combination with the needs of consumers.

Therefore, in recent years, urban beauty has also made great efforts in product design and research.

Zheng Yaonan said, at present, the company's design center has nearly 100 designers engaged in various new product design and research work, to ensure that the brand is more distinctive.

At the same time, the company has actively carried out cooperation with the three parties, such as research institutes and workshops, to collect the latest information.

Trends, participation in the development of functionality

And products.

Since 2011, the urban beauty has launched an average of about 1500 to 1700 new products every year. With the help of the 42 million member database, we can understand the changes in consumer demand and market environment, and ensure the synchronization of production and market and consumer demand.

In addition, the information feedback from consumers can make the company perfect products and develop competitive new products.

Enrich product line and diversify cooperation

After the design and implementation, urban beauty has adopted multi brand strategy through the business value chain of the clothing industry to provide diversified and cost-effective products for different regions and meet the needs of the public and high-end market.

In terms of mass market segments, urban beauty sells products to women customers through diversified brands, including urban beauty, urban silk, urban profusion, free time, etc. each brand shows different design styles and belongs to different price ranges and different age classes, while male and children's sales brands are urban front and Mi Ya Jia respectively.

For high-end market, penetrate China's high-end accessories through Ordifen and its sub brands.

Market.

The multi brand strategy of urban beauty has successfully built up the whole brand stereoscopic pattern of covering the mass market, high-end, high-end market and facing girls, women, children and men.

The rich product line is only part of the strategy of urban beauty.

Zheng Yaonan introduced to the winning business network that the urban beauty and Shanghai kappa cooperate to enter the children's clothing market, making positive progress with the partnership, and effectively making up for the blank of the urban beauty product line.

At the same time, complementarity with the main business of the original underwear products has a synergistic effect, making the urban beauty business diversified and expanding the source of income, grabbing the sub market of body clothing and children's clothing, adding new growth points for the future performance of the group, and consolidating the position of China's close fitting clothing enterprises as the leading industry to achieve sustainable growth.

It was learned that the city beauty also introduced Fosun as a strategic investor in 2017 and signed a "billion dollar gambling agreement". In this regard, Zheng Yaonan admitted that the city beauty also signed a strategic cooperation agreement with Fosun Group. The two sides will use their resources, expertise and experience to explore the possibility of various kinds of deep cooperation, and further promote the brand development of the urban beauty in China's close fitting clothing area.

For this agreement, we need to see two years of operational performance, with emphasis on 2018.

If sales and profits in 2018 increased by no less than 9.18% and 38% respectively compared with 2016 figures, they would still meet the requirements of Fosun, and large shareholders would not need compensation.

"The forecast for 2017 is only a reference to ensure that the performance of urban beauty is reviving.

In fact, sales and profits in the second half of 2017 increased by 7.1% and 153.3% respectively compared with 2016 figures, confirming that growth momentum has been restored.

I firmly believe that the sales and profits of urban beauty in 2018 will reach the number of sales and profits promised to Fosun.

Shop upgrade iteration in the future is expected to exceed the scale of Wan shop

In the face of the impact of e-commerce on real business, urban beauty has also won some consumers' love through its positive effects.

However, Zheng Yaonan believes that bra products are different from other clothing products, and many consumers want to experience it firsthand.

Therefore, although the electricity supplier channel growth is strong, but the physical store is still necessary.

Urban beauty can cope with consumption upgrading and shopping experience by increasing the number of Direct stores, shopping centers (thematic reading) shops and expanding the mainstream store area.

He disclosed that the consulting company Roland Berger helped the urban beauty prepare for the 5 year plan. It is estimated that the number of stores in 5 years will reach or even exceed 10000, but at this stage, the most important thing is to open a good store and open a store that can be effectively controlled.

In the past, the weakening of innovation in real business was reflected in the integration of thousands of stores and brand convergence.

Nowadays, the greater challenge to business innovation is the innovation of the brand itself.

In the future, urban beauty will also meet the needs of consumers through continuous upgrading of shops.

Conclusion: when consumers focus on quality, brand and shopping experience, consumers are also more rational and tend to choose products with higher cost performance.

And urban beauty just did this, Zheng Yaonan said at the end of the interview: "retail development to today, whether it is new retail or old traditional retail, or community-based electricity providers, is essentially a technology driven consumer scenario has changed, it is fundamentally supported by technical means" people, goods, field "the three basic words.