Promotion Of Brand Upgrades In 2018

In February 27th, Shanghai Metersbonwe apparel Limited by Share Ltd (002269.SZ) was released in 2018.

Data show that in 2018, Smith Barney's business profit turned into a deficit.

In 2018, during the reporting period, the United States apparel business income of 7 billion 664 million 732 thousand and 400 yuan, an increase of 18.42% over the same period last year, operating profit of 56 million 401 thousand and 900 yuan, an increase of 118.46% over the same period last year; net profit of 42 million 908 thousand and 600 yuan, an increase of 114.08% over the same period last year.

The company said that with the promotion of brand upgrading, product upgrading, channel upgrading, and retail upgrading, Smith Barney's clothing business revenue increased double-digit growth in 2018, and profits turned into profit.

Public information shows that Smith Barney was founded in 1995.

The company adopts the business mode of product independent design, production outsourcing, direct sales and franchising, organizing the design, production and sales of its brand fashion and casual clothing products such as Metersbonwe and ME&CITY, and promotes the promotion of its own brand and sales of related fashion and leisure products through offline shop channels and Internet e-commerce platform.

The company said that brand upgrading, product upgrading, and retail upgrading, thus promoting brand pformation, has become the strategic focus of Smith Barney fashion in recent years.

In terms of brand innovation, the brand of a company is upgraded from a single leisure style to five styles. In terms of channel deepening, the company develops a full coverage marketing channel from the first tier city to the county town market with the development strategy of "100 cities and thousands of stores".

Speeding up the brand pformation is a helpless move of the United States.

The earnings report showed that in 2015, Metersbonwe's operating income was 6 billion 295 million yuan, a year-on-year decline of 4.92%, and the net profit attributable to listed shareholders was 432 million yuan, a 396.57% decline over the same period, and a non net profit loss of 445 million yuan, down 573.36% from the same period.

Although the performance in 2016 was slightly improved after the experience of changing and selling subsidiaries, it was still not enough to reverse the decline.

In 2016, Smith Barney's clothing business income was 6 billion 519 million yuan, an increase of 3.56% over the same period, the net profit attributable to the shareholders of listed companies was 36 million 160 thousand yuan, up 108.37% compared with the same period last year, and the net profit loss was 518 million yuan, down 16.31% compared to the same period last year.

In 2017, Smith Barney's operating income dropped 0.72% to 6 billion 472 million yuan, and the net loss from non net profit narrowed to 321 million yuan, an increase of 37.98% over the same period last year.

In response to this, in May of last year, the United States apparel replies to the Shenzhen Stock Exchange. The main reason for the slight decrease in operating income and the increase in operating margins is that the company promoted brand and product upgrading in 2017 and increased the added value of products.

In the third quarter of 2018, the results showed that in the first three quarters of 2018, Smith Barney realized operating income of 5 billion 547 million yuan, an increase of 24.86% over the same period last year. The net profit attributable to shareholders of listed companies was 40 million 139 thousand and 500 yuan, and the net profit was 5 million 35 thousand and 700 yuan.

Mei Bang clothing is also experiencing customs storm.

By the end of 2012, the total number of stores in the United States was 5220 (including direct stores and franchised stores). Since 2014, the number of stores in the United States has begun to shrink, from more than 4000 at the end of 2014 to 3791 in 2017.

Last May, in reply to the company's annual report in 2017, the United States apparel said that at the end of 2017, the book balance of the company's stock was 3 billion 141 million yuan, the book value of the stock accounted for 38.77% of the total assets, and the proportion of inventory depreciation provision was 18.34%.

In the list of peers, except for the inventory ratio of Hai Lan's household, the remaining 33.84% are less than 30%, while the 2017 decline in the price of birds is only 6.49%.