Before The Pestilence, These Things Were Well Paved. In The First Quarter, 1 Billion 300 Million Of Taiping Birds Earned 8 Million 750 Thousand.

Focusing on the new retail development and constantly optimizing the layout of China's multi brand fashion group, the Ningbo Taiping bird fashion Limited by Share Ltd (hereinafter referred to as "Taiping bird") has still achieved very difficult performance in the difficult times of the epidemic.

In the evening of April 26th, the Pacific bird released a quarterly report in 2020. During the reporting period, the company realized its business revenue. Thirteen point eight three Billion yuan, down compared with the same period last year 16.66% Net profit realization Eight hundred and seventy-five point five nine 000 yuan, down compared with the same period last year 89.89% Non net profit loss Three thousand six hundred and twenty-seven point four one 000 yuan, down compared with the same period last year 216.30% The net cash flow generated by operating activities is - One point eight two Billion yuan, an increase of 88 million 330 thousand yuan over the same period.

From the brand perspective, PEACEBIRD women wear business income. Four point nine eight Billion yuan, down compared with the same period last year 13.94% Gross profit margin declined compared with the same period last year. 4.91% to 55.45% Men's clothing business income Four point four eight Billion yuan, down compared with the same period last year 22.85% Gross profit margin declined compared with the same period last year. 5.95% to 52.31% ; LEDIN Lok Ting women's clothing business income reached One point nine nine Billion yuan, down compared with the same period last year 7.03% Gross profit margin declined compared with the same period last year. 0.78% to 50.07% ; MiniPeace children's wear to achieve business income enter One point eight zero Billion yuan, down compared with the same period last year 14.19% Gross profit margin declined compared with the same period last year. 9.79% to 46.87% 。

Wang Yusi, an analyst at CICC, introduced that during the reporting period, the Taiping bird's clothing section organically combined the original "bird Click" APP and WeChat small program as an important tool for social operation and sales transformation, making the brand performance better than the industry average level. The proportion of direct investment channels has been continuously improved. Under the background of style adjustment and inventory optimization, the scale and gross profit margin of Taiping bird's men's wear plate have declined. Considering that the company has increased the scope of AI deployment for men's clothing, it has effectively improved the turnover efficiency of goods, and the men's clothing is expected to improve in the future.

During the reporting period, there were 49 Taiping bird clearance shops, including 24 newly opened and direct stores, 53 franchised stores, 38 outlets and 88 franchised stores. Up to the end of the reporting period, there were 4447 stores under the Pacific bird shop, of which 1619 were direct stores, 2825 were franchises, and 3 were affiliated stores.

In the first quarter of this year, the outlets realized their revenues. Seven point one four Billion yuan, year-on-year reduction 18.16% Franchisee business income One point two three Billion yuan, year-on-year reduction 60.72% To achieve operating income. Sixteen point eight five Ten thousand yuan, year-on-year reduction 91.23% 。 The company's existing joint store is Baini children's wear joint store.

According to the channel, the online business income of Taiping bird increased year by year. 16.30% to Five point three zero Billion yuan, gross profit margin grew year on year 3.27% to 44.92% 。 And offline revenue declined. 29.48% to Eight point three seven Billion yuan, gross profit margin fell 6.88% to 56.83% 。

Taiping bird said that the company steadily promote the steady growth of retail sales, during the "Queen's Day" period. GMV1.2 Billion yuan, in the overall downturn in the industry, sales performance steadily increased during last year's activities, women's clothing and men's wear brands ranked the top two in Tmall's similar stores, while children's wear grew by more than 50%. It has made up for the loss of sales from offline stores.

In addition, Taiping bird plays a leading role in purchasing services, and strengthens the power of social retail. Through micro-blog, Xiao Hong, jitter, KOL, KOC, small program live broadcast and so on, it is interacted with consumers through the current young people's welcome ways, so as to achieve channels to get through and form a retail force. In from March 5th to 8th, during the "Queen's Day", the company realized the total transaction amount. Two point four six Billion yuan, of which women's clothing brand single hundred million, men's wear 3 days to achieve 60 million sales.

Wang Yusi believes that the growth of Taiping bird's online performance is mainly due to the continuous promotion of the company's whole network retail strategy, such as actively exploring new retail channels such as WeChat's small program, live goods and other new retail channels, and strengthening the retail collaboration between online and offline channels. Although the overall downturn of the industry, the Pacific bird income is under pressure, but taking into account the Pacific bird's membership management and new retail business. Accumulation has been accumulated, with the domestic epidemic becoming stable, terminal retail is recovering better than expected. In the medium to long term, the layout of the Taiping bird brand and multi category is perfect. The new retail layout is expected to boost the terminal efficiency, while deepening the TOC reform to enhance the overall supply chain efficiency.

Textile and clothing brand management expert, Cheng Weixiong, founder of Shanghai Liang Qi Brand Management Co., Ltd., said that under the premise that the consumer side of online has not been fundamentally alleviated, the mainstream income of Taiping bird still comes from the line. Many domestic and foreign brands are brushing up online e-commerce business, which shows great powers in Tmall, Jingdong, small programs, communities, live broadcast and other Eight Immortals crossing the sea, but online traffic is limited. Although the online business of Taiping bird has increased a bit, compared with the competitive brand, it still has a large gap compared with the huge line income. It is unrealistic to make up for the loss under the line with online business.

In the two quarter, the impact of clothing brands including Taiping bird is still in existence. Although some shopping malls data have returned to the same level of 60-70% last year, the cost of labor and rentals still needs to be borne. Therefore, Cheng Wei hung expects that the experience of offline stores can not be replaced by online dynamic and static product displays in the future. The user can not give the online sensory touch, version try on, and online value-added services of the next store, so the offline store is still the main channel for the development of clothing brand.

The analysts pointed out that since the beginning of the year, the Taiping bird has vigorously expanded the new retail business, and the online business has been growing rapidly. In the future, Taiping bird will continue to revolve around the three aspects of new retail, online business development, offline channel upgrading and data-driven inventory management, and promote steady growth in revenue.