Multi Brand Strategy Landing In 2017, Revenue Growth Of Over 80%

Local high-end

The brand, Shenzhen's Limited by Share Ltd, has released its annual report in April 26th. In December 31, 2017, the company achieved operating income of 2 billion 50 million yuan, an increase of 81.35% over the same period last year, a net profit of 302 million, an increase of 52.72% over the previous year, a profit of 0.91 yuan per share, a net asset value of 6.14 yuan per share, and a 15.82% return on net assets.

The annual dividend payout scheme announced by the company in 2017 showed that the total cash dividend of 337 million shares of the company's total share capital was 2.6 yuan (including tax) for every 10 shareholders, and the total cash dividend was 87 million 700 thousand yuan.

Insiders said that since its listing, the company has continued to acquire high-quality targets, and the Tang Li International / Bai Qiu network /IRO has been achieved and consolidated in 2016/2017, increasing the company's performance.

Excluding the combined factors, the company's main brand Ellassay2017 achieved a profit of 962 million yuan, an increase of 20.76% over the same period of 19 closed stores in the year of Ellassay2017. The total sales volume in the whole country increased by 23% compared with that in 2016.

According to the China Business Information Center, Ellassay ranked the top ten in the same market in 8 consecutive years (2011-2017), ranking the top three in China's high-end women's clothing market in 2017.

According to the financial report, in the reporting period, EdHardy achieved a revenue of 436 million yuan, an increase of 79.15% over the same period, and a net opening of 32 stores. Laurel achieved a revenue of 97 million 743 thousand and 700 yuan, an increase of 230.46% over the previous year, and 13 stores opened. In April 2017, IRO recorded a revenue of 395 million yuan, and opened 5 stores in China at the end of 17.

In 2017, the net profit of Bai Qiu network was 49 million 905 thousand yuan, an increase of 45.99% over the same period last year. It is estimated that the net profit rate has declined since 2017, and the growth rate of 100 autumn revenue should be faster than that of profit growth.

Chen Yufeng, an analyst with Huatai Securities, said that the brand of Geer's brand focused on high-end fashion, which had significant synergy effect in design, research, marketing system and supply chain system. At the same time, integrating similar brand names with different styles could expand customer coverage, enhance the company's overall bargaining power and enrich the company's talent and management resources.

The 2015-2017 year sales cost of Geely is 32.37%, 30.33% and 28.88% respectively. Under the synergistic effect and meticulous management, the profit level of Geely will continue to improve.

Analysis shows that after the adjustment of the main brand channel in 2017 and the landing of the new brand, it will speed up the opening of the store in 2018.

Chen Yufeng predicted that in the 2018-2020 years, the revenue of the company will reach 2 billion 723 million yuan, 3 billion 337 million yuan and 4 billion 19 million yuan respectively, and the net profit attributable to the parent company is 390 million yuan, 497 million yuan and 624 million yuan respectively.

According to public information, she is mainly engaged in the design, development, production and sale of high-end women's clothing, and its main brand "Ellassay" mainly locates fashionable, elegant, and exquisite urban women who care about the quality of life.

Since its listing in 2015, the company has been focusing on overseas quality targets while cultivating its main brand.

During the two years of listing, 4 brands of different styles and an international fashion brand e-commerce operator have been gradually acquired, aiming to create an internationally competitive high fashion brand group.

In September 2015, in September 2015, she acquired the German high-end ladies' brand "Laurel". In 2016, he bought the us light luxury brand EdHardy, the Chinese ownership and the French simple style luxury brand IRO. In August 2017, the joint venture was established with the combination of Chinese and Western elements. Now the group brand matrix has been formed.

In addition, the company acquired the "Bai Qiu network" in August 2016, which focuses on the operation of international light luxury brands on the Chinese online channel.

While creating revenue, it helps companies get through the whole channel and is expected to add vitality to the company's future brand matrix.

And the earnings report also showed that during the reporting period, he completed the acquisition of the French luxury brand designer IRO and the American designer brand VIVIENNETAM, further expanded the high-end brand lineup, and initially completed the pformation from a single brand to a multi brand fashion group.

At present, the company has 5 high-end fashion brands, of which ELLASSAY is the company's own brand, and LAUREL, EdHardy, IRO and VIVIENNETAM are the international brands held by the company.

As of the end of the reporting period, the ELLASSAY owns 322 terminal stores; the EdHardy brand has 148 terminal stores; the LAUREL brand has 30 terminal stores; the IRO brand has 33 direct terminal stores worldwide.

As of the date of the report, VIVIENNETAM has opened terminal stores in the central shopping center of Beijing palace and the Holiday Plaza in Yitian, Shenzhen.

Ju Xinghai, an analyst at Guosheng securities, believes that in 2017, the first year of the official landing of the song's brand, especially the four sub brands of the song's brand, both in terms of opening speed, operational efficiency and market appeal, all achieved remarkable results.

1, Laurel

In September 2015, the company acquired the 100% stake in Dongming international, and obtained the independent ownership of Laurel, a high-end German clothing brand in mainland China, including design rights, pricing power and sales rights.

The introduction of the brand and Ellassay channels and brand promotion to enhance the formation of good complementary advantages.

Ju Xinghai judged that by the end of 2017, the Laurel brand had not yet made a profit, but its brand cultivation was fast and its market development efficiency was high.

From the speed of opening shop, Laurel opened its first store in the first quarter of 2016, and has 33 stores by the end of 2017. The company plans to open 180 stores in the next three years, mainly in the first and second tier cities, and speed up the coverage.

After increasing coverage, the company will pay more attention to brand research and design to promote growth in the same store, and stable and sustainable development is the main direction.

From the point of view of revenue, Laurel2016 realized revenue of 29 million 578 thousand and 500 yuan in the year of third, and achieved a profit of 63 million 550 thousand and 900 yuan in the third quarter of 2017.

2, EdHardy

For the first time in May 2016, he took up 65% stake in Tang Li international and bought 15% of the shares in September of the same year. In July 2017, he bought 10% of the shares again, thereby accumulatively holding 90% of Dongming international shares and gaining the brand ownership of the international tide brand EdHardy in mainland China and Hong Kong, Macao and Taiwan, including the main brand EdHardy and the sub brand EdHardyX.

EdHardy's overall performance is beautiful and its performance is outstanding.

In 2016, EdHardy formally consolidated its revenue, which generated 243 million yuan in the year, net profit of 59 million yuan, and its contribution to performance reached 26.57%.

In the first three quarters of 2017, the operating income of 314 million yuan, the same increase of 21% (the report caliber began to grow by 130% in May 2016) has become an important driving force for the company's performance growth.

In terms of shop speed, EdHardy added 43 stores in 2016. It is estimated that by the end of 2017, 137 stores had been opened in Greater China, mainly in shopping centres in core business circles.

In the next three years, the company will open shop to 300 or so, and promote EdHardy's light luxury culture.

At present, the main brand of EdHardy has gradually entered an endogenous leading stable growth period, while extending a number of sub brands to create an all-around multi brand lifestyle store.

Among them: EdHardyX mainly covers fashion sports, underwear and home products, while BabyHardy focuses on children's wear.

At present, EdHardyX has been promoting sales, and BabyHardy is in the process of preparation.

3, IRO

IRO is the only global brand that has been acquired by the company at the moment. It is not only a small success in France, but also has entered the United States, Germany, the United Kingdom, South Korea and many other regions and countries.

The Chinese market is like a piece of jade, to be further explored.

In April 2017, IRO opened the first terminal store in Shanghai port Hui square. By the end of 2017, it was estimated that there were 29 stores.

In the future, we will continue to open stores in China's high-end business circles to improve coverage and make up for the gaps in the Chinese market.

As the designer brand of European and American fashion bloggers, IRO can play punk style and hold live commuting. It has penetrated into the vision of China's tide buying buyers through Instagram and Hai Tao.

Unlike Laurel, which needs to build a design team in the Chinese market, the IRO design end is still unified by overseas headquarters, adding the brand influence of the previous paving. Its brand cultivation period in the domestic market is relatively short, and it is expected to break even in the second half of 2018.

4, VivienneTam

Designer Tan Yanyu spent 30 years building a brand VivienneTam, striving to make a unique and unique costume, carrying many years of New York style and traditional Chinese culture.

In August 2017, Vivian bought 75% of the shares of song Tan Fashion Co., Ltd., and continued to enrich the diversified development of his brand.

VivienneTam has a large span of clothing style and is suitable for many kinds of occasions. It not only meets the daily positioning of white-collar workers, but also controls the needs of ceremonious occasions such as dinner parties.

In addition, the diversification of VivienneTam is reflected not only in brand style but also in category.

In addition to clothing, handbags, perfume and shoes are quite attainable, making up for the blanks on the vertical axis of the product.

VivienneTam's first store was spotted in Wangfujing shopping center in Beijing, China in December 2017, and planned to open 15 stores in 2018. The influence of domestic brands is spreading.

At the same time, VivienneTam is in

The group is very appealing. It has been invited to New York fashion week for many years, and has been working with all kinds of film and television products and commercial products.

5, 100 autumn electricity supplier

At present, the company is holding an indirect stake in Bai Qiu's 75% stake by holding the 100 billion network, and Bai Qiu Electric is a service provider specializing in the high-end and international fashion brand e-commerce.

Bai Qiu global service provides the international fashion brands from the two dimensions of the whole channel and the whole chain, such as brand consultation, integrated marketing, store operation, warehousing and logistics, IT solutions and so on. It helps international brands realize the global market strategy and strive to build integrated marketing channels on line and offline.

Ju Xinghai stressed that the significance of the song's acquisition of Bai Qiu is not only reflected in its contribution to performance, but also the cornerstone of the long-term development of the song's brand.

First of all, quality network marketing has become an essential way to promote the luxury brand, and Bai Qiu has proved its efficient operation ability in many brand areas, so the company's brands can complement each other with the online channels of the hundred harvest industries and offline stores.

He said the company is new.

The goal is to become an internationally competitive high fashion brand group. Around this goal, the brand and business that the company will continue to introduce in the future will be adhering to the "number one survival principle", that is, when the target selection policy and the future business are landing, all of them will take the number one position that they may develop into the market segments as the assessment standard, strictly control the quality of the target, and pay close attention to the results of the business development.

Ju Xinghai also pointed out that she has made the main brands Ellassay, Laurel, IRO, EdHardy, and Bai Qiu as an independent business department. Apart from channels, brand promotion and other synergy practices, it is managed by the group at the level of the group. All other businesses have independent responsibility of the brand departments. So the benefits of the organization structure are two: first, keep the independence of the brand design; secondly, take the profit responsibility as the core, and continue to urge the departments to perform their duties, so as to create a virtuous circle of competitive environment and ensure the company's steady flow support.