Positive And Negative Fashion: Behind The High Performance, The Proportion Of Direct Selling Should Be Cautious.

In the evening of August 27th, the world's Limited by Share Ltd (hereinafter referred to as "Di Su fashion", stock code: 603587) disclosed its semi annual report in 2019. During the period, we will achieve double growth in revenue and net profit. Operating income was 1 billion 111 million yuan, an increase of 14.42% over the same period last year, and net profit attributable to shareholders of listed companies increased by 1.09 percentage points to 339 million yuan.

Its explanation is that the increase in business revenue is mainly related to direct store operation, dealer orders and the increase of channel performance.

Value proposition is clear, multi-dimensional and deep penetrating.

Although the fashion is a multi brand fashion group, around the high-end brand positioning, four famous clothing brands including "DAZZLE", "DIAMOND DAZZLE", "d" zzit and "RAZZLE" have been established, but this is just a way to enrich their products on the premise of perfecting their own brand style.

After all, one of the responsibilities of developing a brand is cultural pluralism. Today, when the consumption trend is fragmented, the brand must have clear value proposition. On this basis, we can make the increment according to a certain rhythm and reach consumers through a series of marketing interactions, so that the brand image can be more stereoscopic.

During the period, IP and Disney launched the brand name of "flying Dumbo" and "Seven Dwarfs", signed Japanese pop idol Kimura Hikaruki as the spokesperson of DIAMOND DAZZLE's brand, hired the original British fashion magazine VOGUE editor Anders Christian Madsen as the brand consultant, and commissioned the famous Japanese designer, Shan Shan Tong, to design a brand-new image of the brand stores. At present, the new image of RAZZLE and DAZZLE stores has been launched. It is expected that the new image of DIAMOND DAZZLE and d 'zzit shop will be launched in the second half of this year.

It is worth mentioning that, in the first half of the year, 3C continued to promote the training of retail 3C, and implemented the "mysterious visitor" project, returning to the most primitive way, finding out the problems existing in the retail outlets, and improving the retailing ability of store managers and shopping guides. In the second half of 2018, the new shopping guide salary scheme also mobilized the enthusiasm of shopping guide, formed a good competition scope, and promoted the improvement of store efficiency. In the first half of 2019, the average retail sales of Di Su fashion camp increased by 18.7% over the same period last year.

The proportion of Direct stores is low, and the proportion of stocks is rising.

As one of the main selling modes of local fashion, distribution mode has been a large proportion. As of June 30, 2019, its distribution terminals reached 688, nearly 2 times as many as 362 stores in Direct stores. During the period, the distribution mode accounted for about 40% of the total revenue. However, because dealers' management and operation are independent of local fashion, they may still exist in their daily operations that fail to fully understand the product concept of fashionable fashion, do not fully conform to their established business standards, or fail to continuously acquire the ideal high-end commercial channel resources, which will adversely affect the brand image and sustainable development of Di Su fashion.

In the former media communication conference, di Su said that the ideal state is to increase the proportion of direct sales, but dealers in the two or three and remote cities will be more familiar with the local market.

As of June 30, 2019, there were 1050 retail outlets in mainland China, Macao, China and Japan, compared with 1062 in the 2018 by the end of 2018.

On the other hand, the consumers of middle and high end women's clothing often require the brand to continue their consistent design style, but also to apply and innovate the fashionable elements and styles. This puts forward high requirements for brand's design ability and supply chain organization ability. Judging from inventory control, the fact that the fashion is not improved. From 258 million yuan at the end of 2018 to 280 million yuan in the period, the proportion of stocks in assets increased further, from 7.2% to 8.4%.