Compared With The Billion Dollar Shareholding Scheme Of The Company, Four Competitive Strategies Are Adopted To Enhance Competitiveness.

The Limited by Share Ltd (hereinafter referred to as "bryin"), who is committed to building the first brand of Chinese golf apparel, announced in the evening of May 29th that the company intends to launch the second phase of the employee stock ownership plan. The total amount of funds raised will not exceed 100 million yuan, and the total number of participants will not exceed 900.

According to the insiders, the introduction of ESOP is conducive to helping the company encourage and bind core staff for a long time, and effectively motivate employees' work enthusiasm and team cohesion.

According to the financial report, in 2018, the main source of income was more than that of the brand.

At the end of 2018, there were 764 shops with an extension of 17.18%, including 365 outlets, an extension of 24.15%, 399 stores and 11.45% extension.

At the end of October 2018, the company adjusted the number of shops in the IPO marketing network construction project, and accelerated the opening of stores in the fourth quarter of 2018. In terms of store efficiency, the average store efficiency in 2018 increased by about 20% to 1 million 930 thousand yuan compared to that of the company. It mainly benefited from the company's efforts to increase product research and development and launch more marketable goods. Signing star Yang Shuo and Jiang Yiyan also sponsored the golf national team to enhance the brand influence, and increased the proportion of boutique and large experience shop to promote the promotion of single store area.

It is understood that at present, there are two brands of bierfin. Among them, there are life series, fashion series and golf series in the brand of bierfin; Venice brand is mainly aimed at holiday tourism clothing market, and the products of family wear, parent child clothing and lovers' wear are introduced.

Considering that there is still a lot of market space for the future, the company will continue to focus on the operation and development of the two existing brands.

This is followed by the rapid development of the company's main brand than that of Enlai.

In the first quarter of this year, the net profit attributable to shareholders of listed companies was 130 million yuan, up 52.91% compared to the same period last year. Since 2017, the net profit of 7 has increased by more than 40%.

Mi Hanjie, analyst at GF Securities, said that the rapid growth of the company's performance was mainly due to the continuous strengthening of the company in terms of product strength, brand strength, channel strength and brand operation capability.

The company's products adhere to high quality, high grade, high technology content, and continue to increase R & D investment.

Signing Yang Shuo, Jiang Yiyan, the cooperation hit play, become the Chinese national golf team cooperation partner, helped the national team win honor for the country, the two time boarded the New York Times Square, demonstrated the Chinese brand self-confidence, the brand power enhanced greatly.

In the view of MI Han Jie, apart from benefiting from the change of consumers' dressing style to sports and leisure, compared with the continuous improvement of the product strength, brand strength, channel strength and brand operation ability of Bryant, Bryant will dig the high-end community of a second tier city as a potential market, and further sink the market to a three or four line city with rapid development. The market capacity is expected to reach 1500 to 2000.

At the same time, in 2018, the new brand Venice opened a double brand operation mode, entered the holiday tourism clothing market, and built the parent child clothing, lovers' wear and family outfit, which is expected to become the new growth point of BL, and further open the company's scale space.

From the 2018 annual performance, the sales margin of the company was 63.3%, down 2.1pct from the same period last year, and is expected to be mainly caused by the new brand of Venice, which is relatively low in price.

During the period, the overall rate of expenditure decreased by 3.3pct to 39.6%. The main reason is that the company's income has maintained a rapid growth. The cost has increased with the increase of investment, but the relative rate has decreased. The sales expense rate has dropped by 0.3pct compared with the same period last year, and the management fee rate has dropped by 0.8pct.

As of December 31, 2018, there were 764 stores in the 31 provinces, autonomous regions and municipalities directly under the +17.5% network, representing an increase of 112 (+17.5%) over the same period, including 365 outlets and 399 stores.

The industry believes that before entering the tourism apparel market segments, it has been sitting on top of 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.

On the basis of "three high and one new", the product side continues to expand new product research and development, laying the foundation for the brand strength of the company; two, channel side, the first is to benefit from the concentrated trend of the hundred goods resources to the head brand, and to promote the sustained and rapid growth of the same store through the expansion of the location of the store. The two is the steady opening of the new store and effective consolidation of the high revenue growth in the next two years. Three, at the sales side, the company further enhances the customer stickiness and promotes the repeat purchase rate and the joint rate through further strengthening the member management system and end-to-end service ability; and four, at the marketing level, through signing the stars that match the company's tonality, and assisting the national golf team, the company's brand awareness and product awareness are further strengthened. Guoxin Securities researcher Zhang Junhao expects that bryin will continue to enhance the competitiveness of the main brands from four dimensions.

In addition, the brand new year of Venice will accelerate to market promotion, and steadily carry out shop, product differentiation and positioning more close to the people, which is expected to become a new driving force for the company's high growth.