Double 11 "Half Day Sales Over 800 Million, The Main Underwear / Home Furnishing Antarctic Electricity Supplier, What Makes Money?

The annual "double 11" big promotion as scheduled, the Antarctic electricity supplier from this big promotion brought considerable sales, as of today (November 11th) 9:23, Antarctic electricity supplier sales exceeded 800 million yuan.

According to the insiders, for the characteristics of the consumers in the electricity business channel, the Antarctic electricity supplier's main brand, the south pole, is located in the "family brand", selling the basic household products with high cost performance and penetrating the consumption level. On the pricing, it adheres to the strategy of "low frequency low price, medium frequency price performance ratio, high frequency and extreme cost performance", and quickly gains the online market share, and GMV has maintained high growth for many years.

In the first three quarters of 2019, the Antarctic electricity supplier's main brand, the south pole, took family as a scenario to provide consumers with a high performance price ratio, penetrating the consumption level and the consumption cycle of personalized basic products to consumers from Ali, Jingdong, social networking providers, vip.com and other e-commerce channels. The company's GMV reached 16 billion 808 million yuan in each electricity supplier channel, an increase of 59.46% over the same period last year. Among them, the brand GMV of the Antarctic was 14 billion 521 million yuan, an increase of 65.03% over the same period last year.

Antarctic electricity supplier said that the key to the company's electricity business is traffic, including the user base, the number of active users, the heat of search, and the logic of the platform weighting. The company has a better advantage in these four aspects. The company complies with the operation rules of the main business channel, and continuously improves the efficiency and flow efficiency of the supply chain. "Four What we need to do now is to improve the efficiency of our organization and enable our partners to continue to develop.

Pacific Securities analyst Guo Bin believes that the empowerment mode of the South Pole and the Matthew effect of the strong category effectively enhance the operation level of the head store, represented by the flagship store of the south pole, and its sales volume was 81 million 500 thousand yuan (+141%) in September, with sustained high growth. In the long run, with the upgrading of the brand and quality of the company, the trend of Ali store and multi category diversion will bring considerable room for growth in the future. The company extends the stratagem of the store, and makes a comprehensive store to do the "explosion and exploding group". The waist shop distributes on the basis of the supply chain system, and the small shops grow grass. This division of labor fully reflects the trend of the emergence of the comprehensive stores under the changing rules of the electricity supplier channel. The Antarctic electricity supplier is going ahead with the trend, and continues to implement the big store strategy. At the same time, it supports the distribution of the waist shops through the industrial chain router, and implements the exit mechanism for the shops which have bad behavior and negative list behavior.

In addition, the industry also needs to see that the core indicator of Antarctic electricity supplier is GMV scale. The development space of massive online market scale comes from the long-term factors such as the company's business mode, scale, efficiency, brand and so on. In the long run, the Antarctic electricity supplier has established a stronger brand barrier, scale barriers, electricity supplier channel barriers, etc. With the continuous improvement of Antarctic brand tonality and quality and the continuous improvement of operational indicators, it is predicted that the growth space of Antarctic business will be further opened up in the future.

　　 According to the financial report, Antarctic electricity supplier is mainly based on the business channel, and is responsible for all production and sales to suppliers and distributors. It is mainly responsible for brand promotion, supply chain management, product quality management, mobile internet marketing and other light assets business. Therefore, it has a relatively high gross profit margin. In the first half of 2019, the gross profit margin of the Antarctic electricity supplier's brand integrated service business was as high as 93.4%.

In the first three quarters of 2019, on the Ali platform, the GMV of the "polar underwear / men's underwear / home clothes" was 3 billion 456 million yuan, which was 2 billion 273 million yuan in the same period last year, an increase of 52.04% compared with the same period last year. The market share ranked first in the subdivision industry. The "bedding" GMV was 2 billion 139 million yuan, compared with GMV in the same period last year, 1 billion 317 million yuan, an increase of 62.41% over the same period last year, and the market share ranks first in the subdivision industry in the year of 2019.

　　 Financial reports show that all production and sales of Antarctic electricity suppliers are responsible for suppliers and distributors. In the first three quarters of 2019, there were 985 cooperative suppliers, 4321 authorized distributors and 5559 authorized stores. The company extends the stratagem of the store, and makes a comprehensive store to do the "explosion and exploding group". The waist shop distributes on the basis of the supply chain system, and the small shops grow grass. This division of labor fully reflects the trend of the emergence of the comprehensive stores under the changing rules of the electricity supplier channel.

From the brand perspective, Antarctica's main brands include the south pole, Cartier Le crocodile and classic Teddy.

1, the positioning of the brand of the south pole is the brand of the popular family lifestyle. The company strives to become a leading consumer goods innovation enterprise based on the business channel. In the first three quarters of 2019, the brand GMV of the South Pole reached 14 billion 521 million yuan, up 65.03% over the same period last year. It has become one of the leading brands of the electricity supplier.

2, the positioning of cartel crocodile brand is an international trend brand that young people like. It provides consumers with international fashion and quality and acceptable price, striving to become an influential brand in the field of subdivision. In the first three quarters of 2019, cartel crocodile brand GMV reached 2 billion 8 million yuan, up 37.11% over the same period last year.

3, the positioning of Teddy brand is the international IP brand, focusing on mother and baby, IP. Strive to become a model of IP brand cooperation. In the first three quarters of 2019, the brand GMV reached 149 million yuan, an increase of 54.31% over the same period last year.

In the first three quarters of 2019, the performance of Antarctica's e-commerce outlets in each electricity supplier platform was as follows:

1, the GMV realized in Ali channel was 11 billion 136 million yuan, an increase of 50.93% over the previous year, accounting for 66.25%.

2, the GMV realized in Jingdong channels was 2 billion 659 million yuan, up 36.47% from the same period last year, accounting for 15.82%.

3, the GMV realized by the main social business channel is 2 billion 153 million yuan, up 131.81% from the same period last year, accounting for 12.81%.

4, the GMV realized in vip.com channel was 746 million yuan, an increase of 198.93% over the previous year, accounting for 4.44%.

In terms of operating performance, the overall performance of Antarctic electricity providers during the reporting period is as follows:

The Antarctic electricity supplier achieved a business income of 1 billion 12 million 778 thousand and 700 yuan, an increase of 24.89% over the same period, and a net profit of 215 million 876 thousand and 600 yuan attributable to shareholders of listed companies, an increase of 36.89% over the same period last year.

The business revenue of the company's Department (except entities listed in Beijing time Internet Technology Co., Ltd.) was 254 million 999 thousand and 900 yuan, an increase of 33.13% over the same period, and net profit attributable to shareholders of listed companies was 182 million 465 thousand and 400 yuan, an increase of 42.13% over the same period last year.

Time interconnected business income was 757 million 778 thousand and 800 yuan, an increase of 22.35% over the same period; net profit attributable to shareholders of listed companies was 33 million 411 thousand and 200 yuan, an increase of 13.96% over the same period last year.

During the reporting period, the total revenue of the brand licensing and integrated services business of the main business of Antarctica was 232 million 493 thousand and 300 yuan, an increase of 42.53% over the same period. The total revenue of the brand integrated services business was 216 million 550 thousand and 700 yuan, an increase of 41.41% compared with the same period last year. The authorized brand revenue of the dealer brand was 15 million 942 thousand and 600 yuan, an increase of 59.87% over the same period.

The income growth rate is lower than the GMV growth rate in the same period.

? the expansion of new categories and the low rate of comprehensive service charges;

GMV from the social networking platform is significantly higher than the average growth rate, but the corresponding comprehensive service rate is low.

? Antarctic electricity providers offer preferential policies to suppliers who produce highly competitive products.

Public information shows that Antarctica, formerly known as the Antarctic, was founded in 1998 and is headquartered in Shanghai. Its main business is brand integrated services, dealer brand licensing services, mobile internet marketing business and other businesses.