Yang Shuo And Jiang Yiyan Joined The Voice Of Tian Liang, Ye Yiqian And Ye Yiqian.

In October 12th, the official announcement of the CARNAVAL DE VENISE (Venice carnival) of the brand of bryin finen's holiday travel dress: signing the national couple Tian Liang and Ye Yiqian became the first brand spokesmen.


As a stealth champion in the field of golf clothing, after the successful processing of the mature brand, Belin Finn has been constantly subdividing the clothing field, aiming at the strategic tourism target of the domestic vacant travel clothing section. In 2019, it launched the CARNAVAL DE VENISE (Venice carnival), aiming at the new middle class, positioning the holiday tourism dress and entering the new blue sea of the clothing market.


Tian Liang said that as a world champion and diving prince, his image has always been sunny and healthy, and Ye Yiqian is very talented and talented. Two people have been married for twelve years without gossip, and the family has become an enviable national family by virtue of warmth and love. This also perfectly fits the brand image of CARNAVAL DE VENISE (Carnival in Venice), and shows the happiness, joy and love of family through fashionable and casual holiday travel lifestyle.


According to the insiders, after the accession of Tian Liang and his wife, the overall brand image of CARNAVAL DE VENISE (Venice carnival) will be promoted in the short term, and will also become a milestone in the double brand operation of the company.


Guang Fa securities analyst Mi Hanjie said that at present, there is no famous brand in holiday travel apparel industry. At the same time, consumers are concerned about the four core needs of holiday clothes: functional, photographic effects, family costumes, fashion, and there is no brand at the same time. Therefore, in the face of high end and high end vacationing people, in the selection of fabrics, the introduction of rain protection and high permeability and high performance materials meets the functional requirements. In terms of color and design, bold choice of lemon, green, orange and other more brighter colors and geometric patterns to make patterns, to meet consumer demand for fashion and photography.


In view of this, Brice has the experience of successful brand operation in the field of subdivision. In the relatively short period of golf apparel industry, we seize market opportunities and successfully create a leading brand of high-end golf apparel in China. This experience is very valuable for the company to develop new brand Venice. Of course, considering that Venice's channels and main brands are slightly different, they are mainly high-end department stores, airports, shopping centers and resorts, while the rate of increase is lower than that of the main brands. Therefore, higher requirements are put forward for channel operation and supply chain management (procurement cost control, etc.).


In MI Han Jie's view, the development of CARNAVAL DE VENISE (Venice) brand can refer to Anta group's FILA brand. FILA and CARNAVAL DE VENISE (Venice) have similarities in the two brands. FILA is positioned as a high-end sports and fashion brand. It has formed a dislocation competition with the mainstream brands NIKE and ADIDAS. Now it is the leading brand in the sports and fashion field. CARNAVAL DE VENISE (Venice) is a holiday tourism apparel brand oriented to the middle class customers. It aims to fill the industry vacancy of holiday tourism apparel in the market, both of which are positioning and subdividing the field, and the main customers are biased towards young people with a certain spending power. FILA brand was bought by Anta group in 2009. After years of development, the number of FILA brands (including FILA KIDS and FILA FUSHION) grew from 210 stores in 2010 to 1652 in 2018, which achieved rapid expansion of brand and Anta's growth engine. According to the data released by Anta sports 2018 performance press conference, the overall development speed of FILA brand in 2018 exceeded 90%. In 2018, FILA's business accounted for 35% of the group's total revenue, and Anta's operating income in 2018 was 24 billion 121 million yuan, so the FILA brand revenue scale was expected to exceed 8 billion yuan.


However, MI Han Jie also pointed out that Venice is a newly launched brand of the company. There are certain changes in product design and category and channel layout. If the company fails to better satisfy the needs of consumers in products and channels, it will have a certain risk for the future operation of the company. In addition, the main retail channels of high-end products in high-end stores are changing. If the company fails to respond to changes in time, it will have risks for its own operation.


According to public information, the company is mainly engaged in R & D, brand promotion, marketing network construction and supply chain management of its own brand than BIEM.L.FDLKK, and is committed to becoming the "leading brand of Chinese golf apparel". Founded in 2003, the company landed on the A share market in December 2016.


In the first half of 2019, the business income of the company was 845 million yuan, an increase of 25.15% over the same period last year. The net profit attributable to shareholders of listed companies was 173 million yuan, an increase of 42.01% over the same period last year. As at the end of the reporting period, the company had 798 terminal sales outlets, a net increase of 34 over the end of 2018, of which 385 stores were directly owned and 413 stores were joined.


Market participants believe that the company has the main brand and brand new Carnival of Venice. The main brand is more than the middle class and the above group, the product has the sports business style, at the same time, it has the characteristics of design, fabric, color and style, and has obvious difference with other brands in the market, and the competition pressure is small. The new brand Venice Carnival positioning holiday travel apparel this blue ocean market, efforts to create products such as parent-child, couples and family wear, will continue to contribute to the performance in the future.


Aforementioned GF Securities analyst Mi Hanjie said that the performance of the high growth of bryin, in addition to the continued high prosperity of the beneficiary industry, but also with the company itself in product strength, brand strength, influence, channel power and other aspects of continuous improvement.


In terms of improving product quality, first of all, the company maintains a high proportion of R & D investment. From the proportion of R & D investment of men's clothing industry, the proportion of the company's revenue has been in the upper reaches of the industry since 2014. After that, the proportion of R & D investment has reached 3.37% in 2018. Up to now, the number of patents in the company has reached 47, far higher than other brands on the same floor, and it has been successfully approved by high-tech enterprises in Guangdong in November 2018. Second, integrating the international high-quality fabric resources, the company's world-renowned fabric suppliers include Itochu, Japan, THOMAS MASON, Italy concorni textile, Italy thunder tower LIMONTA, Gore GORE-TEX (USA) and Malden Mills (Polartec fabric). Cooperate with world-renowned fabric suppliers to ensure product quality. Third, the introduction of talents from South Korea and other countries to train a team of designers with an international perspective, the company's R & D team hired Paul Rees, formerly a Burberry golf design director, as a brand creative design consultant. He once served as the design director of golf brand Wolsey (Golden Fox), Kim Liang Ji, the design director of product development center, and Feng Lingling, the company's actual controller, is the creative design director of the company.


In terms of brand power and influence enhancement, according to the high-end features of product positioning, by analyzing the targeted habits of customers and drawing on the experience of international famous brand marketing, the company uses less popular channels such as ordinary TV channels and newspapers to popularize the brand, mainly through a series of new media marketing methods, such as entertainment marketing, event marketing and event marketing. In 2018, the company signed movie stars Yang Shuo and Jiang Yiyan as spokesperson for the brand of "Bryan", and co sponsored the hit drama "Mr. AI", and through a series of dissemination, it greatly enhanced brand awareness.


At the same time, he continued to voice on the world stage. In 2018, he boarded the Times Square in New York two times, showing the confidence of Chinese brands at the crossroads of the world.


Since 2013, Bi has become a partner of China's national golf team. He has provided training and competition suits for the national team, helping the national team win glory for the country. In August 2018, China's National Golf Asian Games team wore a match suit developed by the voice of Belgium and won the 2 Asian and 2 bronze medal in the Asian Games in Jakarta. In November 2018, the company helped the national team's Olympic team members Wu Ashun and Li Haotong compete for the Sydney Golf World Cup. From 2013 to now, for seven years in a row, we have jointly built a brand competition named IP, which is named by the company as the golf competition. At present, the company is developing and designing a new generation of Olympic Golf suits for China's national golf team, and actively preparing for the 2020 Tokyo Olympic Games.


In terms of channel promotion, the company pays special attention to the continuous promotion of single store performance. From 2012 to 2018, the number of channels increased from 474 to 764, an average annual growth rate of 8.28%, while the single store effect (report store effect) increased from 961 thousand and 800 yuan to 1 million 931 thousand and 600 yuan, an average annual growth rate of 12.32%. Meanwhile, the single store efficiency growth continued to accelerate in 2014. In addition, the company has formed a full channel layout and diversified channels, mainly covering high-end department stores, shopping centers, airport high-speed rail transport hub and golf courses. And continuously optimize the channel, has been pushing forward the implementation of the "location adjustment, expansion area" shop transformation plan, store location is getting better and better, the average area is also expanding, and further drive passenger flow and company sales growth.


The research institute also pointed out that with the boom of sports and fashion, and the diversity of scenes such as sports, fashion, business and so on, customers are mainly middle-aged families with high consumption ability, and maintain good product quality and strong brand stickiness. In the past two years, the steady growth of sales and sales has led to a healthy growth in sales. The proportion of direct sales has increased and the gross profit rate has been increased. The future of bryin will continue to sink further into the three or four tier cities that develop rapidly, and the brand will continue to diversify.