Data Analysis: Sales Forecast Of Pacific Bird Fashion Clothing Business

China's multi brand fashion group, Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") announced in the evening of March 19th that the company and its subsidiaries and sun companies received a total of 55 million 931 thousand and 900 yuan from July 1, 2019 to March 18, 2020.

The notice shows that, according to the relevant provisions of the accounting standards for Enterprises No. sixteenth - government grants, the above amounts are included in the current profits and losses of the company at the time of receipt, which will have a positive impact on the performance of the current company (profit and loss), and the specific accounting treatment shall be based on the results of the auditor's annual audit confirmation.

Public information shows that Taiping bird is a retail oriented multi brand fashion apparel operator, committed to providing consumers with medium price high quality fashion casual wear. The company owns many brands such as PEACEBIRD women's wear, PEACEBIRD men's clothing, Lok Ting LED 'IN dress, MATERIAL GIRL women's wear, Mini Peace children's wear, PEACEBIRD LIVIN Taiping bird nest and so on. The brand portfolio of the company has a gradient in gender, age and price, and complements each other in target consumer groups, brand positioning and product design. It has formed three brand combinations of core brands, emerging brands, and nurturing brands, with the potential of rolling development.

At present, Taiping bird constantly optimizes the new four-wheel drive channel layout, adjusts street stores, focuses on developing shopping center stores, attaches importance to ole channel, and vigorously develops e-commerce channels. By the end of the three quarter of 19, the total number of offline stores was 4438, of which 1625, 2807 and 6 were directly engaged, franchised, and affiliated. The number of new stores increased by 109, 255 and -10 at the end of 2018.

However, under the influence of the overall retail environment, sales of Taiping bird fashion clothing business are also facing challenges. There is some pressure in the short and medium term operation. However, during the epidemic period, the Pacific bird adopted the "ALLIN new retail" strategy. Its current performance has stabilized at a daily average of more than 10 million yuan, with a maximum daily sales of nearly 50 million yuan. On March 5th -8, during the "Queen's Day", more than 40 live Taiping birds were broadcast, covering nearly 1 million 800 thousand customers, and the total sales volume was 246 million yuan, and the number of women's clothing brands was over 100 million. Among them, more than half of the turnover was achieved through the new retail mode such as WeChat's small program and live broadcast.

Taiping bird has said that the epidemic will cause some adverse effects on the company's spring stock, but the proportion of spring clothing is relatively low, and the company has controlled the initial quantity through flexible supply chain, so the overall impact is controllable.

Wang Xueheng, an analyst with Guoxin Securities, said that before and after the Spring Festival is the peak season for sales of clothing and footwear products, the proportion of sales in the first two months of the year is higher than that of 2/12=16.667%. But with the change of consumer scenarios and consumption habits such as electricity supplier, social networking, new shopping festival and so on, the proportion of sales in the first 2 months of the year shows a decreasing trend year by year, compared with 17.25% in 2019. Nevertheless, before and after the Spring Festival, it is still an important selling season. It is expected that the epidemic will have a significant negative impact on consumer demand in 1-2 months. However, judging from the impact of past epidemic on demand, it is expected that after the outbreak of the controlled epidemic and the slowing down of new patients, the depressed consumer demand will be released and ushered in a rebound in consumption.

? ? In the medium to long term, Wang Xueheng expects that the purchase demand of shoes and clothing inhibited during the epidemic is expected to be partially released after the epidemic is controlled, and the sales rebounds of brand retailers will be better. Measures for the spread of infectious diseases during the Spring Festival are expected to further enhance the training of online shopping and non-contact consumption habits, and improve the brand with better online layout. The health awareness of consumers has been significantly improved. The concept of sports and fitness to improve their immunity will further increase the consumption demand of sports shoes and clothing products, and benefit the leading brands and related enterprises of the apparel industry chain.