Last Year, Nine Mu Wang, Whose Revenue Exceeded 2 Billion 800 Million, Realized 1 Billion 100 Million Sales With 400 Million Men'S Trousers Cost 400 Million.

The local business and leisure men's clothing brand -- nine Mu Wang Limited by Share Ltd (hereinafter referred to as "nine herding king") released the 2019 annual report in the evening of April 24th. During the reporting period, the company achieved operating income of 2 billion 857 million yuan, an increase of 4.53% over the same period last year, and the total profit was 460 million yuan, a decrease of 31.14% over the same period last year. The net profit of shareholders belonging to the listed company was 370 million yuan, down 30. from the same period last year. 64%, net profit after deducting non recurring gains and losses was 201 million yuan, down 44.05% from the same period last year.

From the perspective of product composition, men's trousers account for 39.30% of the main business income and are the core products of the company. The operating income and operating costs of T-shirts increased by 17.24% and 17.31% respectively over the same period last year, mainly due to the increase in FUN brand and JOEONE brand business during the reporting period. The operating income and operating costs of suits were increased by 23.01% and 16.19% respectively over the same period last year, mainly in the reporting period. JOEONE brand and ZIOZIA brand business grew.

From the perspective of regional income composition, the income of East China, Southwest China and North China in 2019 increased compared with the same period last year, and declined in other regions.

For the change of performance, the king said:

In 2019, the company's business revenue increased over the same period in 2018, mainly due to the growth of FUN brand business and the merger of ZIOZIA brand revenue.

Net profit attributable to shareholders of listed companies decreased by 30.64% compared with the same period in 2018. The main results are as follows: (1) due to the implementation of the new financial instruments guidelines, the fair value change of the stock Limited by Share Ltd, which is held at the beginning of the year, will be transferred to other unpaid profits by the fair value change of the financial securities Limited by Share Ltd (hereinafter referred to as "CAITONG securities"), resulting in a decrease in the disposal income of the Treasury securities stock during the reporting period. The company increased its channel expansion and increased the cost of related channels.

During the reporting period, according to the brand performance,

The brand of nine Mu Wang mainly revolves around the five major strategic themes of "commodity transformation, channel upgrading, intensive farming, retail remodeling, brand remolding and organizational activation".

1, commodity change: during the reporting period, the company focuses on the research and development of trousers category, and builds the male trousers expert image as the breakthrough point, adopts the online and offline integrated marketing mode to create the best single product "small black trousers", and launches the DP non iron shirt series to enhance the product performance price ratio.

2, channel upgrading: optimize the channel policy, complete the existing channel policy and process to perfect; encourage and support a number of high quality franchisees to successfully carry out cross regional business, expand the blank market; help franchisees optimize inventory, revitalize capital flow; complete the key market support and support policy, the company will adjust the project according to the current economic situation, market and other actual situations. We will continue to promote the progress of the project.

3, intensive farming and retail: during the reporting period, the sales skills upgrading course for the terminal shopping guide personnel is carried out, covering all the direct and franchised stores in the whole country; formulating rules for members' customers, establishing community basic organizations in the whole country, carrying out the member level management and optimizing the members' rights and interests; completing the development and design of the new generation pants shop's image, and further improving the store space management.

4, brand remolding: continue to enhance the brand's fashion and youth through the cooperation of celebrities wearing Street pads and cooperation with bazaar's fashion magazines; cross border with the Suning super football team to create a new gentry image of the Chinese football team, enhance the brand influence of men's clothing, publicize the social image of "craftsman's artistic paradigm" through media publicity, and "light up their wishes" through the media publicity. Public welfare activities, new gentry Arbor Day activities, and so on, create good corporate social responsibility image and enhance corporate social influence and reputation.

5, organization activation: promote the replication and promotion of small and micro business models according to the plan, and complete the first batch, the second batch of small and micro group duplication and the three batch of small and micro group replication and promotion activities in the reporting period.

ZIOZIA brand is originated from Korea's senior men's clothing brand, and the operating income is 104 million 454 thousand and 600 yuan during the reporting period. During the reporting period, the ZIOZIA brand optimizes the style of the merchandise to make the goods more in line with the needs of the Chinese market; optimizes the purchase mode of the merchandise, improves the accuracy of the merchandise purchase; optimizes the original channel structure; optimizes the terminal store image according to the product style, strengthens the refined management of the terminal store; sets up the membership standard, strengthens the member marketing, and establishes the initial establishment. Membership marketing system.

FUN brand continued to grow, operating income of 265 million yuan, an increase of 25.04% over the same period last year. In terms of products, FUN brand continued to build joint IP product line, and gradually established a good channel for maintaining and developing joint relationship. During the reporting period, three joint series of Snoopy, Keithharing and 7UP were newly developed. The company kept up with the trend of the market, and successfully launched the Garfield bear and Garfield's own doll through independent development and introduction of tide playing strategic partners. The Snoopy moon series and other dolls are popular among the tide makers.

In terms of channel construction, FUN brand continues to steadily expand the national market and create the core market. At the same time, it constantly explores the operation mode suitable for brand characteristics. At present, besides the independent stores owned by fun, Garfieldbyfun and BeenTrill, it also attempts to set up a FUNLab comprehensive store mode, and the FUNLab tide playing laboratory is welcomed by fun powder.

Brand promotion: brand promotion through Star Street, net red live broadcast, to enhance the influence of the brand; to promote the exclusive promotion activities around the characteristics of the IP product line, such as the Snoopy series "flytothemoon" National Art Tour Exhibition, the Pepsi season Funicon online and offline election activities, the Garfieldbyfun pixel City flash activities, BeenTrillreachtoall18, and gradually form various products. The characteristic multi brand promotion pattern enhances the brand recognition degree.

Nine Mu Wang admitted that in 2020, the company remained unchanged in the overall strategic framework of "integration of industry and finance", and continued to build and develop the three major garment operation platforms around the main garment industry.

1, nine Mu Wang brand

In 2020, the main brand, nine Mu Wang, will take the brand mission and vision, adhere to the company's five year development strategy plan, and promote the effective landing of the "3+2" project (that is, 3 strategic initiatives +2 transformation projects).

1) 3 strategic initiatives: channel upgrading, retail breakthrough, brand remolding

Channel upgrading: continue to optimize the channel structure, encourage high-quality franchisees to cross regional operation, strengthen online channel construction, strengthen online and offline integration, and achieve full channel development.

Retail breakthrough: strengthen precise member marketing, enhance the contribution rate of members, establish and improve specialized retail organizations, continuously promote the optimization of new media tools, facilitate retail simplification, strengthen the support and support of small and medium franchisees, and enhance the retail capability.

Brand remolding: with the help of new media, net red live broadcast and other traditional media, we should establish a three-dimensional communication system, enhance the brand fashion and influence, deepen the brand new gentry philosophy, and create a corporate image and enhance social influence through public welfare activities such as "10 years' dream building".

2) 2 change projects: commodity change and organizational activation

Commodity Transformation: strengthening the development of surface accessories, strengthening fabric quality and product quality, while improving the technology and version, creating the highest quality products; strengthening store classification management, promoting the standardization of store products, promoting the "matching, ordering and filling" mechanism landing; establishing a stable strategic supplier cooperation mode of key categories, and optimizing the construction of product rapid reverse supply chain system.

Organizational activation: optimize the terminal incentive and elimination mechanism; continuously promote and optimize small and micro transformation; organize the communication and study of excellent or star personnel from different channels, and create a retail transformation atmosphere.

2, ZIOZIA brand

The ZIOZIA brand will accelerate the construction of online channels such as Tmall and micro mall while continuing to expand the terminal stores, create core brands of ZIOZIA brand, find better commodity combinations, make products more competitive in the market, improve membership management system, integrate online and offline members, and promote marketing through topic event marketing, social marketing, star street shooting, etc. High brand awareness.

3, FUN brand

The FUN brand will focus on the existing IP brand, form a brand tier, expand and strengthen the key IP brand, cultivate potential IP brand, and seek new joint name IP; focus on building core categories, create cost-effective products and products; focus on the core market, expand the channel of the core market, accelerate the healthy and rapid development of the electricity supplier, and create fun flash activities around the core market. The promotion of multi IP promotion and independent IP promotion and parallel multi brand promotion, enhance brand recognition, improve the layout of self media, and strengthen the use and promotion of media tools such as micro-blog, WeChat and Xiaohong book.

Lin Congying, chairman of the nine Mu Wang, said that in the long run, the society has entered the mental age. The focus of competition between brands has shifted to the competition of customers' minds. The industrial revolution has greatly increased productivity, so that the number of products that people can choose in each category has increased dramatically. When customers create consumption needs for a category, the choice of brands that enter customer minds is very limited. The information explosion and diversification of information brought about by the informatization aggravated the competition among brands, which made the mental health of the very limited customers more crowded. The power of customer choice has mastered the absolute power of any enterprise, and even the channel form and enterprise operation mode will be rapidly reconstructed by the mental power of customers.

Lin Congying said frankly that in the intellectual era, nine Mu Wang Dong should insist on doing two things:

The first is the single brand focus, that is, a single brand should focus on the target customers, so that the brand will become a representative of the potential customers in a certain field, and win the minds of customers. At the same time, we can identify the input and output of the business activities by focusing on them, choose and reject the various parts of the enterprise and the brand, and focus on resources, delete a lot of unproductive operations and enhance effective operation. Improve operational efficiency.

Secondly, we should continue to promote the multi brand strategy in an orderly way. The single brand can cover the crowd and demand is limited, so when new market opportunities emerge, we can not extend a brand without limit, but we need to cover the breakthroughs with second or third brands.

According to public information, nine Mu Wang is the leading enterprise in China's business casual men's wear brand and the leading industry in the domestic men's trousers industry. The company is mainly engaged in the production and sale of men's business casual brand clothing.