Be Meleven: "Focus" To Promote High-Quality Development Aimed At Holiday Wear Blue Sea

In 2016, there were 602 stores; in 2018, there were 764 stores.

In a short span of two years, the terminal store of the company has achieved a growth of nearly 27%, and the growth of the number of stores has increased from 1 million 398 thousand and 700 yuan to 1 million 931 thousand and 600 yuan, up 38.1% from the 1 million 398 thousand and 700 yuan growth.

In 2016, in the capital market, Bill Lewin fined the competition in the field of golf costume with its high quality development.

"More than 60% of the company's annual sales revenue is created by its members, and its customer loyalty is very high.

We do not do much publicity in the early stage, mainly relying on the word-of-mouth recognition of consumers, and constantly expanding membership customers through new and old customers.

When talking about the development of customers in the Securities Daily, Mr Bi Yin Lei Dong Mi Chen Yang appeared low-key and confident.

The high degree of customer recognition of the brand is undoubtedly the best commentary for the company over the years.

The high degree of recognition has also laid a good foundation for the rapid growth of the company since its listing. The company has maintained a two digit net profit growth in recent years under the overall pressure of the consumer industry.

At present, BIE Le fin, who has become the leading consumer of high-end golf and casual wear, is once again making efforts in the holiday tourism apparel market, and actively promotes the market layout of "high-end and differentiated". The brand new Venice market reflects well, and will bring new impetus to the company's high growth.

In addition, the second phase of employee stock ownership plan was released by the end of May.

Insiders believe that the company launched the plan on the basis of repurchase, sharing the company's growth bonus with employees, fully demonstrating the company's confidence in the future development.

Endogenetic growth continues to exert momentum.

According to the statistics of reporters, up to now, there are up to 123 copies of research reports on the voice of the company, reflecting the high concern of the industry to the company.

In 2018, the company achieved a profit of 1 billion 476 million yuan, up 39.96% compared to the same period last year, and realized a net profit of 290 million yuan, up 62.16% over the same period last year.

Especially in the context of the overall pressure on retail sales of consumer goods, the fourth quarter operating income of 40.63% has increased by 100.85%, and net profit has increased by more than that of the same industry.

In fact, the rapid growth of performance has been the norm for contrast, and since the launch of the company, the company has maintained a rapid growth for 9 consecutive quarters as of the first quarter of this year.

The latest report shows that the company achieved revenue of 472 million yuan in the first quarter of this year, an increase of 27.37% over the same period last year, and realized a net profit of 130 million yuan, an increase of 52.91% over the same period last year.

The growth of performance is inseparable from the vigorous development of sports and leisure market segments, and more importantly, the company's efforts in brand promotion and channel optimization.

In 2018, the company increased its entertainment marketing, event marketing and event marketing, so that brand exposure and popularity increased rapidly.

At present, it has become a partner of China's national golf team. It is developing and designing a new generation of Chinese national golf team's new jerseys, and actively preparing for the 2020 Tokyo Olympic Games.

In addition, the company further promotes channel optimization and upgrading, and opens new shop network layout, creating boutique stores and large experience stores. The company continues to promote "location + expansion area" pformation, upgrading terminal efficiency and single store sales performance.

By the end of 2018, the distribution network of the company was covered by 31 provinces, autonomous regions and municipalities directly under the central government. The number of terminal stores was 764, an increase of 112 over the same period, an increase of 17.1%, leading the industry.

For future market expansion, there is a more forward-looking strategy than Bill. Chen Yang said, "with the development of urban community-based development, the company will dig a high-end community in a second tier city as a potential market, and further sink the market to a faster three or four tier city, with an estimated market capacity of 1500 -2000 homes."

Focus brings high degree of identity.

In the past 15 years, bryin has focused on the field of golf casual wear, and has actively shaped the brand culture and won the recognition of the vast number of consumers for the brand.

According to the reporter, at present, more than ten thousand member customers have been accumulated, and this data continues to grow.

"Based on the concept of life golf, the product is constantly innovating, providing consumers with not only a dress requirement, but also a" sunshine, health and comfort "lifestyle identity.

Chen Yang told reporters that "Chairman Xie Bingzheng has been immersed in the field of clothing for 30 years. He is aware of the importance of product quality to the brand and deeply understands the needs of consumers. He not only led the team to design research at home and abroad, but also personally participated in the design and fabric development.

Adhere to the "high quality, high quality, high technology content" of each product, innovate continuously, form its own brand characteristics, and meet the clothing needs of consumers from various aspects such as functionality and comfort.

Statistics from the China Federation of Commerce and the China National Business Information Center show that in 2018, products were ranked first in the overall market share of golf apparel and T-shirts.

Promoting R & D through R & D and promoting development through research and development is the purpose of this year.

By the end of 2018, the total investment in R & D in three years has been nearly 100 million yuan, and the annual growth rate is over 25%.

In 2018, R & D expenses increased by 65.74% over the same period last year.

Up to now, the company has more than 40 patents, forming unique product style in the development and application of new materials, and training young designers' reserve forces in product research and development.

While successfully seizing the subdivision of golf casual wear, biblfin has again worked hard in recent years, actively promoting the market layout of "high-end and differentiated", aiming at holiday tourism apparel market, and creating high-end leisure Golf and holiday tourism costumes.

According to the introduction, the brand launched by the company is the only brand locating the holiday tourism market in Venice. It will fill the market gap and seize the new heights of tourism apparel brand.

Xie Bingzheng, chairman of the company, pointed out that "the launch of the Venice brand is of great significance not only for market share, channel expansion, but also for the development of enterprises."

It is understood that the brand of Venice will rely on the original advantage of bryin, which has opened more than 30 stores in 2018.

Chen Yang said that Future Ltd will continue to focus on the main industry, and do well in the two brands so as to achieve steady growth.

In addition, in view of the possible integration of some high-tech fabric companies and intelligent enterprises on the upstream and downstream of the industry chain, we will also consider integrating international famous brands to lay the foundation for the internationalization strategy of the company.