Taiping Bird Still Has 23 Minipeace Children'S Wear Brand Shop Failed To Open As Scheduled. What'S Wrong With It?

This is the third time that Taiping bird has sent an extension notice to the marketing network construction project, and the first two were in 2017.

MiniPeace line next store

On completion of the goal of setting up shop in a direct store before the listing, Taiping bird announced its third extension.

On the evening of June 13th, the Ningbo Taiping bird fashion dress Limited by Share Ltd ("Taiping bird") issued a notice to extend the implementation period of the marketing network construction investment project from the original June 30, 2018 to December 31, 2018. The total investment amount, the number of stores, the implementation method and other contents of the original project remained unchanged.

As of May 31, 2018, there were 23 MiniPeace children's wear brand stores and 1 PEACEBIRD stores failed to open as planned.

This marketing network construction project was launched in 2016.

In December 26, 2016, Taiping bird announced that it would issue 55 million shares of RMB common stock on the Shanghai stock exchange in December 27th, issuing a price of 21.3 yuan / share. The net proceeds of the project are estimated to be about 1 billion 81 million yuan.

The prospectus indicates that the funds raised by Taiping bird will be used to build marketing network, Taiping bird's clothing distribution center and information system.

Among them, the total investment of the marketing network construction project is 1 billion 28 million yuan, and the total investment amount of the raising fund plan is 579 million yuan, and the purchase and leasing mode will be used to build 238 Direct stores, with a total area of 73050 square meters.

In the announcement, the Taiping bird explained in the announcement that "the company attaches great importance to the expansion of MiniPeace brand, sets strict standards on the location of channels and stores, and makes detailed shop opening plans, but because the opening time of some channels is postponed in the first half of 2018, in order to ensure the benefit of the use of funds, the company decides to continue to open the stores according to the original plan; at the same time, to further improve the brand impact and customer experience, the company intends to adjust and upgrade the management mode, site selection, store image, and goods management of the collection store, so the shop schedule of children's clothing brand MiniPeace and PEACEBIRD stores is slower than the original plan."

This is the third time that Taiping bird has sent an extension notice to the marketing network construction project, and the first two were in 2017.

The first time the deadline was extended to December 2017, Taiping bird attributed to "the actual situation of the company and the time limit for the arrival of the funds raised". The second extension to June 30, 2018, Taiping bird said that because the main contents of the original plan were planned according to the market conditions at that time, the specific contents of the way of opening stores, location, brand distribution, store type and related capital input in the original implementation method had been difficult to adapt to the new retail development trend and the adjustment of the company's business strategy.

In the attention of children's clothing market, Taiping bird did indeed carry out strategy adjustment and brand innovation for children's clothing brand MiniPeace.

MiniPeace is the brand created by Taiping bird in the field of children's clothing layout in 2011.

As the earliest incubator brand of Taiping bird menswear division, MiniPeace has many advantages such as channel, design, brand operation and cognition at the beginning of its establishment.

In 2016, Taiping bird set up an independent children's wear business department. The following year, MiniPeace launched a new mini&mini family, which is the 2 year old baby's children's clothing. It extends the coverage range of the 3-10 year old brand to some extent.

The 2018 summer blockbuster of MiniPeace

As one of the new brands of Taiping bird, MiniPeace is also in the stage of rapid growth.

The composite growth rate of MiniPeace brand was 86.75% in 2013-2017 years.

Brand revenue reached 709 million yuan in 2017, an increase of 37.48% over the same period last year.

As of 2017, the number of MiniPeace children's wear brand channels was 761.

MiniPeace is also constantly optimizing its channel structure to gain competitiveness and enter more shopping centers.

"Under the trend of consumption upgrading, shopping centers, which combine all kinds of brand shopping and eating, drinking and playing together, have gradually replaced street stores and department stores as a popular offline shopping place for young people."

Taiping bird clothing business department responsible person has told the interface news that Mini Peace combines the consumption insights of young parents with the offline retail channel data feedback, and adjusts, pforms and closes the stores with low comprehensive benefits. At present, the brand has already made strategic cooperation with Yinli, Yintai, Wanda and Parkson channels through the inspection of the core business circle of the key cities, so as to promote the precision shop.

It also carries out product marketing innovation through IP cross-border joint name, and has collaborated with Disney, Xiao Huang, man Wei and other popular IP.

In the view of GF Securities analyst Mi Hanjie, Taiping bird clothing brand base is small, the growth rate is very fast in the past few years. At present, the company's children's clothing business is still in the period of growth, and the number of channels continues to grow.

But compared to the size of more than 4300 stores in Bala Bara, Semir's clothing has a lot of room for growth.

As a retail oriented multi brand fashion apparel company, Taiping has its core brand PEACEBIRD women's wear, PEACEBIRD men's clothing, new brand Lok Ting LED 'IN, MiniPeace children's clothing, and nurture brand MATERIAL GIRL dress.

According to Euromonitor, Taiping bird ranked sixth in China's mid-range casual wear market in 2016, with a market share of 4.0%.

According to the financial report, in 2017, the total revenue of Taiping bird was 7 billion 142 million yuan, an increase of 12.99% over the same period, and the net profit of the subsidiary listed company was 456 million yuan, up 6.72% from the same period last year.

Among them, the growth of online business is remarkable. In 2017, Taiping bird's online business revenue was 1 billion 790 million yuan, an increase of 37.48% over the same period, accounting for 25.45% of revenue.

Zhang Jiangping, chairman of the company, recently announced that the group plans to achieve 20 billion retail sales in three years.

The short term goal is to expand 600 stores this year, with PEACEBIRD expected.

, PEACEBIRD women's wear, MiniPEACE

LEDIN Lok Chai women's clothing will open about 100, and will open about 10 new brands.

Direct stores will account for about 30% of the total number of newly opened stores, while the channel will focus on the core business circle and shopping in the 123 line cities.