Aim At The Tourist Clothing Market Than Phonfin To Push The New Brand Of Venice

A leading brand of golf and leisure clothing enterprises (002832) aims at the holiday tourism clothing market to launch a new brand, Venice.

At the same time, the company's main brand has maintained a rapid development in recent years.

In the first quarter of this year, the company's net profit attributable to shareholders of listed companies was 130 million yuan, an increase of 52.91% over the same period last year.

Since 2017, it has maintained a net profit of more than 40% for 7 consecutive quarters.

Aiming at tourism costumes and blue ocean

"The scale of the tourism market continues to expand, and consumers' demand for tourism experience is improving, and the development of related industries is being promoted. Clothing is one of them."

According to the insiders, the scale of the holiday tourism clothing market is more than ten billion yuan.

In August 2018, Venice launched the new brand of holiday tourism apparel, which became the first clothing brand in China's main holiday tourism market.

Chen Yang, deputy general manager and deputy director general of Venice, told the China Securities Journal that "the brand of the city will focus on building up a parent child suit, a pair of costumes and a family outfit, providing a one-stop solution for the clothing needs of the middle class families and giving family love and Affection Elements."

At the beginning of the design, the Venice brand series was located in the four core demands of "functional, design and photographic effects, family warmth experience and fashion" to meet the needs of the sub tourism apparel market, and differentiated competition strategy with the main brand, which was lower than that of the brand.

Owing to the characteristics of family purchase, the unit price will not be lower than that of the brand.

Since its launch in August 2018, more than 30 stores in Venice have landed in major cities, and about 40 new stores have been opened in 2019.

The company said it will make full use of existing channel resources and years of experience in store operation to build Venice brand.

Everbright Securities Research believes that with the gradual upgrading of residents' consumption and tourism, tourism revenue maintained stable two digit growth from 2012 to 2018.

The company is making the theme brand of holiday tourism more attractive and will expand rapidly with the help of main brand design, channels and supply chain.

Faster than market half time

Before entering into the market of tourism clothing, the company has been sitting on top of the high-end golf and leisure apparel for many years.

Xie Bingzheng and his wife Feng Lingling have focused on the field of clothing for more than 30 years, and two have always been in the forefront of design and product innovation.

The company has invested heavily in the recruitment of designers from Europe, Korea and other front-line brands.

This has made the design of the product of the product far shorter than the market style and firmly grasp the latest trend of the clothing market.

"There is no weak market, only weak commodities", which is Xie Bingzheng's management experience for many years.

In terms of edition, the company did not imitate the style and type of foreign brands. Instead, it studied deeply the characteristics of the Chinese people and created a suit suitable for the Chinese people. In terms of fabric, the company focused on quality, and cooperated with the top fabric suppliers such as Gore, Italy, Coconai Ni, etc., to integrate the functional and comfortable features of clothing. In terms of color, compared with the Chinese fashion color association, the company built the color development base of Chinese Golf dress, and predicted and released the trend of Chinese golf apparel.

These factors built a moat for the company.

At the same time, bivlvin explored the new direction of sports and leisure clothing. On the basis of the original professional golf series, it launched a series of clothing categories of life series and fashion series.

"The company's product line is rich enough to meet the dress requirements of consumers on different occasions."

Chen Yang said.