Layout Of OLE And International Ambition In The First Half Of The Year

In the first half of 2019, the ambition of Taiping bird might slow down. In May, the first quarter report released by Taiping bird showed that the revenue reached 1 billion 659 million yuan during the period, down 4.46% compared with the same period last year, and net profit fell 34.9% to 86 million 590 thousand yuan over the same period. In addition to Lok CHO, many brands declined to varying degrees. During the period, there were 4508 stores in Taiping, 54 new outlets, 66 stores, 20 stores and 186 stores.

The first quarter performance report is not only the dilemma of Taiping bird itself, but also the side of the domestic retail environment. Although its performance has reached a record high in 2018, it has not completed the target of 8 billion 400 million yuan in 2017, nor has it completed the target of 600 stores. The expansion of the channel was less than expected and revenue declined. In the first quarter, inventories increased slightly compared with the same period last year, and the turnover days increased by 21 days, and the accounts receivable turnover days increased to 27 days. We can see that the development of Taiping bird is not as good as that of the same period, and the performance in the first half of 2019 confirms this point.

To improve this situation, Taiping bird optimizes the layout of the channel by focusing on the new four-wheel drive, focusing on the profitability and quality of the stores.

In the first half of the year, Pacific bird is still actively transforming to explore more possibilities of new retail and brand. In January 25th, the Pacific bird group and the Shanghai Bailian Group Limited by Share Ltd signed and reached a strategic agreement. The whole brand of Taiping Bird Group Co operated with Bailian Group's office of the ole group on the "single store & store" compound mode of cooperation, new retail stores jointly exploring, CO creating new consumer scenarios, and creating new dialogues with the new generation of consumers. 3 months later, Taiping Bird Group signed a strategic agreement with the Shanshan Group to open up strategic cooperation between outlets. The two sides will cooperate in the future in terms of compound mode innovation, upgrading store efficiency and consumer interaction experience.

Why did Taiping bird urgently want to arrange ole? As early as September 2018, Taiping bird had already assembled its four largest brands, and opened its first Oteri J flagship store in Bailian Changsha. Ortles gathered all kinds of brand shopping and eating, drinking and playing together, and gradually became a popular offline shopping place for young people. And "2018 China Oteri J annual sales TOP20" in Bailian rice outlets occupied 3 seats, in the next few years, Bailian Oteri J will also open the layout of the country, accelerate the landing of the Plaza. And the same as Ningbo clothing enterprises of Shan Shan, also occupy 4 seats in TOP20. In recent years, the development of the ole market has been flourishing. In 2018, the retail sales of OLE increased by 70%, and the development of OLE became an important part of the future brand development.

While actively developing channels, Taiping bird does not forget overseas expansion ambitions. In February, Taiping bird landed two weeks in New York fashion week with Sesame Street cooperation series and oriental element series. In the United States popular children's program Sesame Street as an element, hoping to resonate among Americans, it is easy to see the brand's international ambitions. Taiping hopes to attract consumers from China and overseas through the "two brush" fashion week in New York, but in the eyes of netizens, it does not seem to be as good as it wishes.

The ambitions of Taiping's international market have long been opened. In 2018, when participating in New York fashion week China, Taiping bird said that the brand was a plan for overseas expansion, but it would not take the United States as the first step, and Southeast Asia would be the first market to enter.

In any case, it is important to have a distinctive brand style and excellent design. This is also the concept of "Taiping youth", which has been shaped by Taiping bird in recent years. Author: Wang Yiting