Luo Lai Life In 2018 Total Revenue Of 4 Billion 813 Million Yuan, Multi Brand Synergy Force

Luo Lai life released 2018 earnings report, data showed that the total revenue of Luo Lai was 4 billion 813 million yuan, an increase of 3.24% over the same period last year, and net profit was 535 million yuan, an increase of 24.92% over the same period last year.

List of key financial data:

1) in the 2018 fiscal year, the revenue of Luo Lai's life was 4 billion 813 million yuan, an increase of 3.24% compared with 2017, and the net profit attributable to shareholders of the parent company was 535 million yuan, an increase of 24.92% over the same period last year.

2) Luo Lai's life covers six major product lines, and the income of standard kit and core products is 1 billion 738 million yuan and 1 billion 384 million yuan respectively, both of which account for more than 64% of total revenue.

3) multi brand synergy, focusing on high-end, young people, children and other diversified consumer groups, trying to create a full category household goods shopping platform.

Luo Lai lives in the home textile industry, positioning the series of bedding products, and is also exploring the field of home textiles and home furnishings. In 2016 (as of December 31, 2016), there were 2442 terminal stores in various brands, covering 31 provinces, municipalities and autonomous regions. There were 2663 terminal stores in 2017, and 2700 terminal stores in 2018.

In recent years, a number of sub brands have been established, focusing on high-end consumer groups, young people and children. In the context of rapid development of the electricity supplier, Luo Lai also speed up the construction of all channels, cooperating with the mainstream e-commerce platform in China, and online business is growing rapidly.

The article analyzes the current situation and difficulties of China's home textile industry in the article "endless dogfight" in China's home textile industry. It is pointed out that the most anxious thing to look at in the home textile market is that the existing scale of Luo Lai life, mercury home textiles, Meng Jie home textiles, and fuanna is not large, but the enterprises have shown relatively obvious growth pressure, and the feeling is that they have not really flown yet, and are ready to "make a forced landing".

On the 2017 fiscal year's revenue data, Luo Lai life (4 billion 662 million yuan) ranked second in the home textile industry. First of all, it is the stock of Futian (4 billion 822 million yuan), and the two home textile brands after the life of Luo Lai are fuanna (2 billion 616 million yuan) and mercury home textiles (2 billion 462 million yuan).

According to the April 26th financial report, in the 2018 fiscal year, the revenue of Luo Lai's life was 4 billion 813 million yuan, the growth rate was 3.24%, and the net profit attributable to shareholders of the parent company was 535 million yuan, an increase of 24.92% over the same period last year. Compared with fuanna (11.55%), which has disclosed 2018 fiscal year results, mercury home textiles (10.44%), Meng Jie shares (21.40%) and many likes (32.61%), the growth rate of life is slowest, only 3.24%.

Remarks: net profit refers to net profit attributable to shareholders of the parent company (100 million yuan).

Focus on the three dimensions of life: products, channels and brands.

Luo Lai life is still focusing on home textile industry, positioning bed products series. Around bed and sleeping scenes, beds, suites, furniture, pillow and summer products are still provided with household textiles. However, from the perspective of R & D investment, there is still room for improvement in innovation capability. In the 2017 fiscal year, R & D expenditure is only 100 million yuan, accounting for 2.29% of revenue.

According to product classification, the standard suite and core products account for more than 64% of the revenue and become the main products. Furniture products did not contribute revenue in fiscal year 2016, accounting for 16.83% in fiscal year 2018.

Sales channels, the main line under the store, synchronous implementation of online channel coverage. Online, direct camp and join together, take a big store strategy. The current stores are mainly located in the second tier cities, and the life of Luo Lai also indicates that they will actively infiltrate into the three or four tier cities. Regional development focuses on Jiangsu, Zhejiang and Shanghai. Online, has entered Tmall, Jingdong and other electronic business platform.

It has many sub brands, and its market, target audience and product line are different. Its brands include LOVO, LUOLAI KIDS, LAVIE HOME, YOLANNA and LEXINTON.

The brand of LOVO is mainly targeted by 80 and 90 people. Dongyu Zhou is invited to be the spokesperson, and the IP is the trend of cooperation. Most of the products launched are catering to the tastes of young people. LUOLAI KIDS provides bedding, bedding, toys, home furnishing, soft clothing and other products for children and children's daily life. LAVIE HOME (gallery Bay home) is pushing the high-end market; Yolanna (Europe) is attacking lace products. In 2017, he bought LEXINTON (Lexington), opened Lexington home Museum in Shanghai in July 2018, sold many kinds of furniture and home brands, and tried to create a shopping experience for all kinds of household products.

At the same time, life is attracting more innovative products that can attract consumers, such as the box mattress Simba. Lin Qiqi, general manager of Simba China, understands that Simba is more inclined to cooperate with home furnishing and design brands to increase exposure and experience under the line. At present, Simba has reached a cooperation with Luo Lai's life. Its first experience exhibition hall in China is located at the life hall of Luo Lai.

In 2018, Luo Lai lived deep in the main business of home textiles, and vigorously promoted the construction of sub brands, followed up new products and increased marketing efforts. It not only sells bed products, but also involves related products and household products. These signs reveal the ambition of Luo Lai's life to make furniture.