Taiping Bird's Net Profit Reached 560 Million In 2018. It Earned Consumers' Attention By Word Of Mouth Marketing.

The Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") issued a notice of performance increase in the evening of January 30th. After preliminary calculation by the financial department, it is estimated that the net profit of the shareholders attributable to the listed company will be about 560 million yuan in 2018, which will increase by about 104 million yuan compared with the same period last year (statutory disclosure data), an increase of 23% or so compared with that of the same period last year (compared with the same period last year), an increase of about 110 million yuan compared with the same period last year, an increase of 24% compared to the same period last year. The net profit of the non recurring gains and losses attributable to the shareholders of listed companies is about 390 million yuan, an increase of 40 million yuan compared with the same period last year and the same period last year, an increase of 11% or so over the same period last year.

As for the reasons for the change in performance, Taiping bird explained that the company's operating income grew steadily in 2018. At the same time, with the gradual implementation of the TOC implementation, the inventory scale was effectively controlled, the inventory structure was continuously optimized, and the asset impairment losses were controlled, and the company's business performance increased significantly.

The increase in non recurrent gains and losses such as government subsidy income, financial investment income and so on also promoted the company's 2018 annual performance.

According to the insiders, Taiping bird has been established for more than thirty years to adhere to the main clothing industry, expand women's clothing, children's clothing, household products and other related products, draw lessons from excellent companies on the short board, and make continuous breakthroughs in the long term of the channel. As of the three quarter of 2018, there were 4431 stores in Taiping bird's solid canal, an increase of 6.2% compared with the same period last year, while the income of electricity supplier channels increased by 16.2%.

In the physical channel, Direct stores and stores keep growing.

Combined with the company's fundamental performance, it is expected that the core financial indicators of Taiping bird's stock structure, revenue growth and gross margin will be better.

Western securities analyst Yao Yongxu said that in the brand marketing, consumer promotion and the front-end of new channel laying, there are also new breakthroughs in Taiping bird. From the observation, the brand marketing of Taiping bird can effectively guide and stimulate the needs of young consumers, and the new form is that Taiping bird is ahead of the marketing features of other clothing brands, including many flash shops, brand cross border joint funds, Chaozhou self media marketing, and large "black technology" flagship stores.

In the company's mainstream 18-30 year old consumer group, with the media, new technology and tide card combination of marketing can form enough topic traffic, and the word of mouth marketing way to get more non loyal consumers' attention.

In addition, the inventory of Taiping bird was dragged down by more impairment losses, which was gradually eliminated with the improvement of inventory structure in 2018.

Cornerstone brand Taiping bird men and women performance gradually improved, children's clothing and new brand MG to achieve rapid growth, on the basis of this, also laid out the new brand children's clothing, Taiping bird nest home and other popular fashion business, laying the foundation for future performance; management, Taiping bird has strong control ability to franchisees and stores, and TOC system greatly improves management efficiency.

The new logistics and warehousing system is also in the leading scale of all listed companies, providing a solid foundation for product circulation.

It is also known that for the brand, since 2018, the main brand of Taiping bird's menswear and women's clothing has contributed mainly to the revenue. Among them, the Pacific bird menswear has improved its operation capability under the management of the TOC mode. With the continuous operation of the model in men's clothing, the efficiency and inventory condition of men's clothing has been improved. Now it is progressively moving towards Taiping bird dress and is expected to further enhance the overall operational efficiency of the group.

Lok Ting is expected to continue to grow after the adjustment of the channel.

Although the MiniPeace income of children's clothing is still low, its brand and product positioning that are differentiated from mainstream children's clothing brands are worth looking at.

The industry believes that as a multi brand and whole category fashion company, the brand matrix is perfect and presents a rolling development. The company's products are pformed into a younger one, the TOC fast reverse system is established, and the electricity supplier and cloud storage platform are built to promote growth.

Public information shows that Taiping bird is a retail oriented multi brand fashion apparel operator, committed to providing consumers with medium price high quality fashion casual wear.

The company owns PEACEBIRD women's wear, PEACEBIRD men's clothing, Lok Ting LED 'IN dress, MATERIALGIRL women's wear, MiniPeace children's wear, PEACEBIRDLIVIN Taiping bird nest and many other brands.