The Taiping Bird, Which Is Completely Young, Will Expand 600 Stores Last Year When It Breaks 7 Billion 2 Thousand And 18.

The Taiping bird costume, which has been questioned because of its complete youth, began to use its strength.

Prove your right direction.

Taiping bird clothing released its 2017 financial year performance report as of December 31st last year. The group's business income rose 12.99% to 7 billion 141 million yuan, and net profit increased 6.72% to 456 million 200 thousand yuan over the same period last year.

During the period, the gross profit margin of the group was 52.95%, but it was 2 percentage points lower than that in the previous fiscal year, mainly due to the increase in online sales and the accelerated handling of the over season inventory.

As a retail oriented multi brand fashion apparel company, Taiping bird's clothing has five brands. Its core brands are PEACEBIRD women's wear and men's wear, new brand Lok Ting, children's wear Mini Peace, as well as startups brand Material Girl and Amazing Peace, forming a multi-year, whole class fashion dress brand echelon.

The picture shows the retail channel performance data of Taiping bird clothing last year.

By channel:

Direct sales increased by 7.35% to 2 billion 790 million yuan, and gross margin was 64.93%.

Franchise revenue rose 10.15% to 2 billion 370 million yuan, and gross margin was 46.9%.

Other channels have a revenue of 78 million 16 thousand and 900 yuan and a gross margin of 31.47%.

The picture shows the brand performance data of Taiping bird clothing last year.

By brand:

PEACEBIRD women's clothing business income increased 10.74% to 2 billion 680 million yuan over the same period, accounting for 37.5% of gross revenue and 54.26% gross profit.

PEACEBIRD men's business income rose 11.29% to 2 billion 510 million yuan over the same period, accounting for 35.14% of gross revenue and 56.71% gross profit.

Lok Ting LED'IN women's wear business income increased by 6.75% to 947 million yuan, accounting for 13.3% of gross revenue and gross profit margin of 43.7%

Mini Peace children's clothing business income rose 37.48% to 709 million yuan over the same period, accounting for 9.9% of total revenue, and gross profit margin was 52.37%.

Pictured Tai Ping bird clothing last year's regional performance data

By Region:

Sales in East China increased by 5.02% to 2 billion 50 million yuan, accounting for 29.09%.

Sales in Central China rose 1.78% to 1 billion 480 million yuan, accounting for 21.03%.

Sales in North China rose 36.28% to 1 billion 660 million yuan, accounting for 23.52%.

Sales in Northeast and northwest regions rose by 10.95% and 38.94% to 564 million yuan and 450 million yuan respectively, accounting for 7.99% and 6.39% respectively.

Sales in southwest and Southern China increased by 6.87% and 18.08% respectively to 500 million yuan and 330 million yuan, accounting for 7.12% and 4.68% respectively.

Sales in overseas areas were basically flat compared with the previous fiscal year, accounting for 12 million 518 thousand and 900 yuan, accounting for 0.18% of total sales.

As of the end of the reporting period, the group had 4251 stores, including 1271 Direct stores, and 1226 new businesses, while 1254 were closed.

Compared with the 2016 fiscal year, the performance of Taiping bird clothing has obviously improved this year.

Some analysts pointed out that with the group's reform of the core brand PEACEBIRD thoroughly dressed by men and women, and gradually accepted by consumers, dealers in the two or three tier cities have renewed confidence in the brand new products.

(under the influence of the change in the design of women's clothing, Taiping bird's profits plunged more than 20% in 2016).

According to the financial report, in the past year, the group has continued to consolidate the market position of men's clothing and women's clothing core brands, and has continuously increased the readjustment and cultivation of new brands such as Mini Peace, Lok ting and MG, so as to achieve the coordinated development of multi brands.

To meet the freshness of young consumers, the brand new stores last year shortened to 1 to 2 weeks.

In addition, the significant growth of the group's sales in the electricity supplier channel and the optimization of inventory structure are also the key drivers to stimulate the overall revenue growth.

According to the report, the operating income of Taiping bird clothing rose 37.69% to 1 billion 790 million yuan last year, accounting for 25.45% of gross revenue and 44.75% of gross profit, while operating income rose 6.9% to 5 billion 240 million yuan, accounting for 75.55% of gross income and 56.27% of gross profit margin.

Last year, "double 11" day, the group's brand retail sales rose 31.4% to 808 million yuan over the same period, the total volume of orders 1 million 700 thousand, the total number exceeded 2 million 700 thousand.

Pictured Taiping bird clothing last year's online and offline channel performance data

Among them, PEACEBIRD men's daily sales exceeded 328 million.

Category fourth; PEACEBIRD women's wear sales exceeded 208 million per day, ranking sixth in women's clothing category; Lok Cho's single day sales exceeded 163 million, ranking eighth in women's clothing category; Mini Peace children's wear sales exceeded 72 million per day, ranking seventh in children's wear category; Material Girl sales exceeded 37 million per day.

Last September, Taiping bird clothing and Alibaba's Tmall reached new retail sales.

The two sides intend to cooperate in the field of brand building, big data application, consumer operation and online channel integration.

To develop new retail strategic cooperation.

Under the Tmall matchmaking, Taiping bird released its first international fashion show at the beginning of this year in New York fashion week China day.

The picture is PEACEBIRD MEN X Coca-Cola series.

It is reported that the future group will continue to promote the integration of online and offline channels, and continue to explore and cooperate with Tmall in the new retail business. On the basis of the original O2O project, it will expand the interaction between the offline stores and online retail outlets, and open up businesses such as commodities, payment and other dimensions, and support new businesses such as door shop scan code purchase and store self promotion.

At the same time, the group information center has continuously improved the "cloud storage" system, which has covered all the self owned stores and some franchisees in the 23 provinces and autonomous regions of the whole country. In 2017, the volume of turnover was 464 thousand, an increase of 84.51% over the previous year, with a turnover of 2.07 billion yuan, an increase of 73.23% over the same period last year.

In order to enhance the loyalty of the new generation of consumers to its brand, Taiping bird clothing has also launched a membership system through holding large-scale activities to maintain brand exposure and enhance brand image.

During the reporting period, the number of members increased rapidly. The total number of effective members of the brand increased by 38.15% to 14 million 60 thousand compared to the same period last year, contributing 3 billion 958 million yuan to the retail sales, accounting for 37.81% of the total retail sales.

Among them, the number of active and effective members exceeded 1 million 240 thousand, up 30.95% from the same period last year, contributing about 24.49 billion yuan in retail sales, an increase of 36.22% over the same period last year, accounting for 23.39% of the total retail sales.

By the end of 2017, the number of fans of Tmall brand flagship store exceeded 22 million.

Under the promotion of Tmall's new retail, Taiping bird clothing is expected to achieve 20 billion sales in 2020, of which online sales will reach 10 billion, accounting for 50% of total sales.

In 2017, the retail sales of Taiping bird clothing line were 2 billion 160 million yuan, and the compound annual growth rate of nearly 3 years was 39.67%.

This means that in the next 3 years, online sales of Pacific bird will increase by nearly 4 times.

With the theme of youth becoming more and more clear in recent years, sacrificing short-term interests to make long-term layout of Taiping bird clothing is the next bigger and more patient chess.

In February this year, the Taiping bird clothing scheme signed the capital increase agreement with Ningbo Taiping bird nest Art Culture Communication Co., Ltd., with its own capital of 23 million 250 thousand yuan to increase its stake in Taiping bird nest. After the completion of the capital increase, the group will hold a 51% stake in Taiping bird nest.

After the completion of the paction, the group will cultivate Taiping bird nest fashion home, French children's clothing PeTiT AvRiL, Chai home, women's wear underwear product line, and household product line with a uniform style of clothing brand, so as to enhance the affinity of the brand of the group, enhance consumer stickiness, seize the opportunity of the fashion home market, and bring the brand synergy effect into full play.

In addition, Taiping bird clothing is still involved in more areas, and pan entertainment has also become a promising cross-border sector.

With the 80 and 90's becoming the main force of consumption, the brand owners are following the trend and changing strategy to the entertainment commercial show.

In October 2016, in order to celebrate the birth of Taiping bird costume 20th anniversary, the brand combines fashion and music form to create a large-scale bird bird Music Festival, including the 2017 spring summer release inspired by street art "G-Space graffiti space".

The group has revealed that in the future, the group will launch a series of fashion entertainment cooperation with ALI music and Sina entertainment.

In March 21st, the PEACEBIRD MEN X Coca-Cola series jointly commissioned by PEACEBIRD menswear and Coca-Cola was officially launched.

In addition to the English alphabet pattern design such as "Enjoy Coke" and "Drink Coke", the PEACEBIRD MEN X Coca-Cola collaboration will feature a Chinese character design with Chinese characteristics, "please drink Coca-Cola" throughout the design, so that the series is more retro style, so that Chinese young consumers can feel the retro fashion from China in 80s.

With the expansion of its brand influence and the gradual acceptance of younger products, the group is cautiously optimistic about the 2018 fiscal year. It is expected that business revenue will be recorded at 8 billion 400 million yuan, while net profit will rise to 6.5 billion yuan, with a planned net increase of 600 stores.

After the release of the financial report, Taiping bird

The share price rose 4.8% today to 30.1 yuan per share, and the market value is about 14 billion 500 million yuan at present.