By The Airport High Speed Rail Store, Last Year, 1 Billion 800 Million Of The Company'S Gold Intake Was Worth More Than Three Or Four.

"The first share of China's golf apparel" - the Limited by Share Ltd of the April 17th (BI Brevin), released the 2019 annual report on the evening of April 17th. During the reporting period, the company achieved operating income of 1 billion 825 million 516 thousand and 800 yuan, an increase of 23.70% over the same period last year, and a net profit of 406 million 607 thousand yuan attributable to shareholders of listed companies, an increase of 39.13% over the same period last year.

By the end of 2019, the total assets of the company amounted to 2 billion 524 million 364 thousand and 600 yuan, and the net assets attributable to shareholders of listed companies were 1 billion 957 million 377 thousand and 200 yuan, up 20.21% over the same period last year.

At present, it has formed a full channel layout, covering all high-end department stores, shopping centers, airport high-speed rail transport hub and golf course. As of December 31, 2019, the company's marketing network covered the core business circles, high-end department stores, airports and famous golf clubs in 31 provinces, autonomous regions and municipalities directly under the central government. The company has 894 terminal sales outlets, a net increase of 130 compared to the end of 2018, with 441 outlets and 453 stores.

Mr Bi said that sudden outbreaks are a great challenge to the company's management and operational capabilities. The company has responded positively, and has made great efforts in marketing new products through the marketing mode such as net live live goods and WeChat's small program mall. In a few days, it has achieved a breakthrough of 30 million in line sales. In the future, the company will continue to build on product strength, channel power and brand power and enhance its operational capability. We must be prepared for danger and innovate in order to transform "danger" into "machine". We will consolidate our position in the domestic high-end apparel market by shuffling the industry.

In 2020, the company will be able to integrate online offline through live broadcast, online distribution mall and offline customized service. Build the Intelligent Cloud System of the specific sound system, shorten the commodity development cycle, form a rapid response to the market demand, create a smart store pilot, layout digital new retail, enhance customer shopping experience, and achieve precision marketing.

Mi Hanjie, analyst at GF Securities, said that the performance of the company has achieved high growth for more than 10 consecutive quarters. It is mainly due to the continuous increase in product R & D investment and the creation of highly competitive products. Brand publicity has been intensified, and marketing integration has been carried out in various aspects such as promotion of sports events, cross border joint name and celebrity endorsement, etc. to effectively enhance brand influence, optimize marketing network construction and supply chain management, establish e-commerce sales channels, promote WeChat marketing, increase VIP community marketing, and develop new products. Retail business; continue to launch employee stock ownership plan incentive plan, fully mobilize the enthusiasm of employees.

At the same time, during the epidemic, bielfin, as the leader of golf costumes and holiday tourism costumes, is more resistant to risk. Moreover, the company accelerates the landing of new retail businesses, and actively promotes the Imperial Palace palace culture joint series live special, such as the opening of Tmall flagship store in Venice. Han Jie believes that with the establishment of a long-term mechanism for new retailers, it will show more after the end of the epidemic. Big effect.

Public information shows that the main business of the company is clothing research and development design, brand promotion, marketing network construction and supply chain management. The company adheres to the positioning of high-end fashion sportswear brand, takes "life should be confident" as the brand slogan, and takes "three high one new" as the brand design concept with "high quality, high quality, high technology and innovative spirit". It implements the multi brand development strategy, and has Brice brand and Venice Carnival brand.

The brand of Bie Le fir is positioned in the niche market combining golf with fashion and leisure life. It advocates "life Golf" dressing concept. The target group is a middle and high-end income consumer who agrees with golf culture and dress tends to leisure fashion style. The product category is divided into life series, fashion series and professional golf series.

The Carnival brand in Venice is located in the blue ocean market of holiday tourism, focusing on creating products such as parent-child, couples and family wear. It aims to become the Lenovo brand of holiday tourism clothing by deepening subdivision to meet the needs of middle class consumers with high quality of travel.

In the annual report, Bill said that along with the development trend of urban community-based development, the company will dig a high-end community in a second tier city as a potential market, and further sink the market to a faster three or four tier city, with a market capacity of 1500 to 2000. At the same time, the company actively layout online channels, through in-depth cooperation with the electronic business platform, to provide consumers with multi-channel shopping experience, more perfect channels, more traffic flow.

Lv Ming, a researcher at Tianfeng securities, has said that there are 70 cities in the three lines at present. In the current stock market, the city has 50 cities in its stock market, 20 in the existing blank market, and 83 in the three line cities, with 1-2 stores in each city. From the number of shopping malls, there are 2 or more stores in the city, most of the city's large shopping malls in the number of more than 20. Lv Ming believes that the city's market needs to be opened according to the local consumption capacity and the number of shopping malls.

The rapid development of the four line cities is also expected to be the key area of the fall of the city. Currently, there are 90 cities in the four line cities, of which 52 cities have more than 58% stores. In the 90 four line cities, the per capita disposable income of most urban residents is below 3000 yuan (excluding empty value), and their consumption ability and consumption potential are at a moderate level. From the number of shopping malls, the number of shopping malls in most cities is less than 30, and there are few channels and few channels. As a result, in this part of the city, under the background of the upgrading of the low tier cities, the company has been able to settle down with many commercial real estate, and there are still opportunities for extension stores.

Lv Ming believes that the company has the main brand and brand new Carnival of Venice. The main brand is more than the middle class and above, the product has the sports business style, and has the characteristic in the design, the fabric, the color and the style, has the obvious difference with other brands in the market, 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.