Behind The Big Dividends: What Has Been Done In The Past Few Years?

In the environment of growth of 20.74%, dividends of 217 million yuan and overall slowdown in consumption growth, the group made a perfect pcript in 2018.

According to the 2018 annual report released by the group, the net profit rose by 20.74% to 365 million yuan, and sales rose 18.66% to 2 billion 436 million yuan over the same period.

The profit distribution plan released during the same period shows that the group will implement the first large-scale dividend since its listing, with a total value of 217 million yuan.

The cash dividend was 175 million yuan, and the remainder has been completed through the form of repurchase shares, with a total dividend yield of 65.32%.

After 2018, the net profit of the first quarter of 2019 increased by 11% to 89 million yuan, maintaining double-digit growth for ten consecutive quarters.

The international brand of the group's merger and operation has been showing a bright spot. It is changing the inherent image of its single dress brand and stepping into the era of multi brand 2.

The main brand ELLASSAY (Ge Lisi) has the first market share.

The annual statistical results released by the China National Business Information Center show that ELLASSAY (Ge Lisi) has achieved the first comprehensive occupancy rate in the high-end women's clothing market in 2018. In the past 7 consecutive years (2011-2017), it has been ranked the top ten of the same market share.

In the current online shopping consumption growth faster than the physical store, large retail enterprises sales slowdown in the environment, in the face of the homogenization of the market competition, the demand for consumer sticky enhancement, ELLASSAY (Ge Lisi) constantly adjust and upgrade, is committed to create a favored consumer's warm retail environment.

Interestingly, the number of stores in ELLASSAY (Ge Lisi) has been maintained at around 300 in comparison to the number of thousands of shops manually.

The total number of stores in 2018 decreased slightly compared with last year.

Data show that by the end of 2018, the number of ELLASSAY (Ge Lisi) brand stores was 312, with 24 newly opened in the year and 34 closed, compared with 10 in 2017.

In terms of performance, the brand income of ELLASSAY (Ge Lisi) increased by 4.32% to 1 billion 4 million yuan in 2018.

Single store, ELLASSAY (Ge Lisi) brand in 2018, the national store sales increased by 8.28% compared with the same period last year. The sales of straight store monthly sales increased by 10.65%, and the sales revenue of the same store in the same store increased by 6.93% over the same period.

In the first quarter of 2019, the ELLASSAY (Ge Lisi) brand was reduced by 5 stores, and the main business revenue increased by 6.42% to 253 million yuan.

The clothing industry, to enhance the profitability of single stores and large-scale open shop is the two main path to promote the rapid growth of enterprise performance.

ELLASSAY (Ge Lisi) brand has chosen the former in recent years.

Nowadays, consumers' "big brand consciousness" is gradually changing to "brand awareness". When choosing brand, consumers' purchase behavior becomes more rational and more personal.

The consumption structure of different regions is becoming more and more similar, but the consumption characteristics of the brand circle are more obvious, and the market competition becomes more intense.

The retail industry is facing the homogenization competition, and retailers can easily become tools for people to meet consumer demand, but they can not generate consumer stickiness.

ELLASSAY (Ge Lisi) brand to further enhance consumer dependence, create a temperature based retail environment, adjust the intensity of the brand terminal stores, new channel layout and streamline the stock store at the same time.

A series of measures to upgrade the brand new five generation terminal image, adjust the display layout, improve visual effects, introduce smart devices and improve the quality of service, will create a more warm shopping environment and a richer shopping experience for consumers.

ELLASSAY (Ge Lisi) has achieved remarkable results this year through upgrading stores and upgrading products, and its performance has improved rapidly.

At the same time, ELLASSAY increased investment in core business and returned to product positioning to meet consumer demand.

In addition to increasing the style of product design and meeting the consumer demand of younger and diversified consumers, in recent years, it has also focused on making young pop artists, well-known hosts, KOL bloggers and other explosive funds, forming fans economy.

Like the recent hot quality drama "all good," Chen Yao plays a large number of clothes to choose the brand clothing of ELLASSAY. The image of its female elite is unanimously praised by all circles, and it is said to be the most consistent with the role of female president in the near future.

At the same time, brand continues to increase investment in social media and maintain market heat.

After the first overseas landing in New York fashion week in 2013, the brand continued to participate in international fashion week such as New York and Milan every year. Through the integration of every international fashion context, the brand presents a more forward-looking brand image to domestic consumers.

Along with the consolidation of the position of ELLASSAY (Ge Lisi) brand in the leading brand of China's high fashion, Ge Lisi group also indicated that, in line with the brand positioning, gradually increased the scale and density of the shop, and copied the profitability of the ELLASSAY (Ge Lisi) brand to a larger consumption area.

Group new brand revenue accounted for over 50%

The new brand has gradually become the main growth point of the group.

The market share of ELLASSAY (Ge Lisi) brand came to the top of the industry. Behind the sharp increase in group performance, it is the firm implementation of its multi brand strategy.

Compared with the beginning of the listing, the net profit of the group belonging to the shareholders of listed companies increased from 159 million yuan to 365 million yuan in three years, and the compound growth rate of three reached 31.92%.

In the latest quarter's earnings report, the net profit attributable to the shareholders of listed companies was 89 million yuan, an increase of 11% over the same period, and has maintained double-digit growth for ten consecutive quarters.

Since its establishment in 1996, the main brand ELLASSAY has been listed in 2015. In twenty years, the group has insisted on subtraction, and the ELLASSAY brand is the symbol of the song.

However, with the continuous enrichment of market demand and the diversity of social culture, the retail environment of "thousands of shops, one shop and the same product" can hardly meet the growing spiritual and cultural needs of the people.

Retail enterprises have been paying more attention to the multi culture integration with traditional culture, regional culture and folk customs. Aiming at the characteristics of regions, business circles and customer groups, the retail industry has provided a more humane atmosphere for the market, more products with cultural characteristics, and more humane care consumption.

After its listing, the company gradually introduced German high-end women's clothing Laur L, American light luxury brand Ed Hardy, French light luxury designer brand IRO, American designer brand VIVIENNE TAM, Belgian designer brand Jean Paul Knott and other international brands, involving fashion, tide brand, light luxury, high determination and many other fields, trying to change from one to more.

In 2018, the group's new brand income accounted for more than 50%, contributing half of the performance growth.

Ed Hardy sales and profits in the US have reached a new record high; Germany's Laur l currently has 40 stores in the country, and shops are located in the international area of the mainstream business circle. The brand has entered the harvest period from the investment period; the French IRO has developed well, especially in China, and has been developing rapidly in the most important high-end shopping malls in the country, such as the upper sea state gold center, Shanghai port Hui, Beijing SKP, Shenzhen the Mixc and so on.

In the first quarter of 2019, the operating income in mainland China was 16 million 808 thousand and 100 yuan, up 270.74% over the same period last year, and its performance has been growing rapidly. The VIVIENNE TAM has brought about new market opportunities and high customer loyalty because of its unique style. The group's latest acquisition of Belgian designer Jean Paul Knott, the founder and designer of Jean-Paul Knott, has been the successor chosen by Mr. YSL. He is famous for his minimalist design and has extensive customer base. He is confident of the prospect of the brand, chairman Xia Guoxin, and plans to open the first Chinese terminal store this year. The patchwork business continues to develop rapidly. At present, there are 40 international fashion brands online, and the profit has reached 60 million 50 thousand in 2018, an increase of 20%.

For clothing enterprises, design is the soul of an enterprise.

After introducing many international brands, the Group continues to increase investment in design and research.

2018 R & D investment of nearly 80 million yuan, the first quarter of 2019 investment R & D costs continue to grow, an increase of 23.42% over the same period last year.

In the group's existing brand portfolio, some brands have already brought huge profits, and some brands are still in the period of investment due to the relatively small number of shops, which will affect the company's short-term profits. But I believe that as time goes on, shops will gradually increase, and these brands will grow rapidly. This is also the potential source of future development.

For every brand, the promotion of single store is the key direction of the future group, and it is also the embodiment of the real ability of the group.

Unlike the general sense of financial investment, the group has strong advantages in brand operation management, promotion and channels, supply chain, has a deep understanding of China's market and domestic consumption habits, and can help international brands open the Chinese market faster.

Besides IRO Paris, the other brand interests of the group are mainly in Greater China or mainland China.

In the future, the main market of the group is still in China.

In China, the growth of new brands will be the future of the group.