Last Year, By Selling Nike, ADI And Other Big Cards, You Can Achieve 1 Billion 200 Million Sales.

Since the implementation of the strategy of multi brand, multi-channel and multi market, the company purchased and merged Jay's Bank and famous shoe store in the fourth quarter of last year, resulting in a great change in the company's revenues and profits.

The famous local sports shoes and clothing brand Limited by Share Ltd -- the "bird of paradise" has recently announced that the company issued the fourth super short term financing certificate in 2017 (short listed in bonds in August 17, 2017: 17 SCP004, the bond Code: 011758078), the total issue is RMB 300 million yuan, the coupon rate is 6.80%, the bond period is 270 days, the interest date is August 21, 2017, and the payment date is May 18, 2018.

In May 18, 2018, the precious birds completed the payment of the ultra short term financing bonds. The sum of principal and interest payments amounted to 315 million yuan.

According to public information, Limited by Share Ltd is a famous brand of sports shoes and clothing in China.

The clothing brand is a company's own brand, and its brand products are mainly used for consumers' sports and leisure life. Among them, the most popular brand is sports shoes, which are mainly produced by oneself, and the garments are purchased from outside factories. The sales are mainly wholesale. The operation of the famous brand sports products in the international and domestic brands, which is owned by the subsidiary company, is based on the wholesale operation. The brand of the agency sales includes Nike, ADI, UA, CONVERSE, NewBalance, Lining, new brun, Skech, Arthur, DC, PUMA and so on. The products cover all kinds of sports.

Shoes, hats, accessories, sports equipment, etc. the subsidiary company BOY's football brokerage business, service content and source of income mainly include two parts: player service and club service.

In 2017, during the reporting period, the company achieved 3 billion 252 million yuan of business revenue, an increase of 42.70% over the previous year, and a business cost of 2 billion 131 million yuan, an increase of 57.42% over the same period last year, achieving a net profit of 187 million yuan, a decrease of 42.40% over the same period last year. The net profit of the shareholders belonging to the listed company was 157 million yuan, a decrease of 46.25% over the same period last year.

As of December 31, 2017, the brand marketing network of the "noble bird" brand has covered 31 provinces, autonomous regions and municipalities directly under the central government. The number of retail terminals reaches 3730, and the total retail area is 303156.26 square meters. According to the classification of cities, there are 427 retail outlets in the first tier cities, 810 retail outlets in the second tier cities, 1495 retail outlets in three cities, and 998 retail outlets in four cities. According to the regional division, there are 930 East China, southwest 712, central China, Southern China, Northeast China, North China and northwest.

In 2017, 503 new retail outlets were opened, and 879 retail terminals were closed.

Li Jie, an analyst at Everbright Securities, said that while doing more sports shoes and clothing, on the one hand, the "noble birds" continue to promote the pformation to the retail mode, and strengthen the support for dealers in the aspects of retail terminal operation, data analysis, shop location, exhibition practice, etc., and continue to adjust channels and focus on the growth of single store efficiency.

On the other hand, the bird promoted the strategy of "multi brand, multi market and multi-channel". In 2016, it acquired the business of sports goods professional retailers, network sales and business agent shoe store to improve the retail side layout, introduced AND1 brand into professional basketball equipment market, and gradually landed with multi brands and multi channels.

In the future, we will continue to introduce internationally renowned sports goods brands through brand acquisition, authorization, agency and so on, cut into the field of consumer segmentation and open up more performance growth points.

In addition, it will expand the retail scale of multi brand online and increase the proportion of electricity supplier income by means of mergers and acquisitions.

In 2017, in order to ensure the smooth operation of the brand dealers, continue to scientifically guide the size of the dealer's order and maintain the benign inventory structure of the terminal, the sales revenue of the single brand bird declined slightly. According to the results of the report, the sales volume of the bird brand reached 1 billion 796 million yuan in the reporting period, down 4.96% from the same period last year, and basically maintained a smooth operation.

Since the implementation of the strategy of multi brand, multi-channel and multi market, the company purchased and merged Jay's Bank and famous shoe store in the fourth quarter of last year, resulting in a great change in the company's revenues and profits.

In terms of brand, during the reporting period, the sales income of a single bird made up 55.61% of the company's main business income, which accounted for 27.62% less than the previous year. The sales revenue of multi brand agents such as Nike, Adidas and Lining accounted for 1 billion 250 million yuan, accounting for 38.72% of the main business income of the company.

In terms of channel, last year's main revenue was the wholesale income of the brand of the brand, and the online sales revenue of the whole year's combined shoe store reached 401 million yuan, accounting for 12.42% of the main business revenue, representing an increase of 7.63 percentage points from the previous year.

In the sales market, the retail revenue of the company's Direct stores accounted for a relatively low level during the same period last year. During the reporting period, the annual income of the company's merger in the direct retail terminal made the company achieve a sales income of 725 million yuan, up 252.76% from the same period last year, accounting for 22.46% of the main business income, accounting for an increase of 13.40% over the previous year and a single risk in the sales market.

During the reporting period, in order to promote the layout of sports shoes and clothing online channels, the company invested 367 million yuan to acquire a 49% stake in a minority shareholder of a holding subsidiary's shoe store and became its sole shareholder. The net profit generated by the online sale business of the multi brand online shoe brand is attributable to the shareholders of the listed company, and the structure of the profit source structure is further optimized.

In 2017, precious birds make full use of their capital.

The platform, based on the manufacture of sports apparel, takes mass sports and national fitness as the direction, actively seeks for a clear profit model, and integrates resources, so that it will eventually become a leading enterprise in China's sports industry collectivization.

In the field of sports shoes and clothing industry, we should expand our efforts to develop into multi brand, multi market and multi-channel sporting goods companies based on the brand of "noble bird" brand, taking sports as the core and international professional sports brand as the target.

In the sports industry, we should expand the sports industry with huge participation, huge consumption potential and huge development space. We should focus on the investment hot spots of sports fans, take professional events as the guidance, group events and activities as the driving force, and sports goods consumption as the foundation to make the sports industry bigger and stronger.

In 2018, the "noble bird program" achieved a business income of 3 billion 500 million yuan. With the mission of "meeting the needs of every individual sports" as a mission, it continued to promote the strategic upgrading of the sports industrialization group, which is based on the "traditional sports shoes and clothing industry" to the "sports industry group with the coordinated development of various sports industry forms based on the manufacture of sporting goods and clothing".

In the traditional "noble bird" brand business, we continue to promote a retail oriented brand service system. Through the brand marketing activities centered on consumers, we can enhance the emotional experience of consumers in marketing, promote consumption upgrading, and drain terminals to help retail sales.

We should continue to guide and standardize dealers, focus on inventory degradation, circulation management of goods, supervise terminal marketing activities, make timely rectification to the terminals that are not up to expectations, promote the improvement of terminal efficiency, ensure the healthy development of dealers, and the benign operation of the brand business.

Accelerate the R & D and operation of AND1 and PRINCE brand products, integrate the resources of the company in various aspects of retail, commodities, e-commerce and sports industry, lay a solid foundation for the AND1 and PRINCE brands to market, and ensure that the AND1 and PRINCE brands can successfully expand the authorized regional key markets in the second half of 2018.

In the sports retail business, through the name brand store and Jay's trip, the cooperation with the authorized agents of all front-line brands has been strengthened, and the core position of Puma and Nike as an important distributor has been strengthened. The online channel operation ability of the famous shoe store and Jay has been established for more than 20 brands such as Nike, ADI, Puma, CONVERSE, NewBalance and Lining for many years. The quality of offline channel resources has been integrated, and the turnover rate of goods has been accelerated. Combined with the resource layout resources of the company's sports industry, the content has been strengthened, precision marketing has been made, the system has improved operational efficiency and promoted sales pformation, thus forming a new development mode of "industry + product" retail format.

With the success of the scientific argumentation, the brand new format will be pushed into the brand of the brand, and even the brand new AND1 and PRINCE. It will push the company to expand into a multi brand, multi market and multi-channel professional sporting goods company.

In the sports industry layout, during the period when the investment target of the sports industry has not yet been realized, it will continue to pay close attention to its healthy development, reduce its investment cycle risks, develop its resource value, form complementary advantages, promote business synergy and realize resource sharing, assist the development and brand promotion of traditional sports equipment, and upgrade the new sports retail mode in the future to ensure the sustainable development of the whole sports industry. At the same time, you will continue to drive changes with capital and actively invest in sports with mature business mode, profitability and core competitiveness.

The target of high quality assets in the head promotes the company to further realize the strategic goal of sports industrialization group.