Set Up Benchmarking Factory To Build Tide Brand Matrix, Antarctic Electricity Supplier To Build Global Network Red Goods Collection Shop!

In the new retail era, many e-commerce brands on the main line are doing well in the main industry, and have begun to speed up the pace of expansion under the line through the deep integration of the industrial chain and supply chain. Among them, the famous Antarctic electricity supplier Limited by Share Ltd (hereinafter referred to as the "Antarctic electricity supplier") is one of the famous industries.

During the period of the epidemic, the Antarctic electricity supplier, who is "surviving first", said recently that in the new retail era, the company plans to adopt a self operated way to collect creative products and famous products, including joint funds and tide cards, so as to prepare a brand matrix for young people.

First textile network reporter learned here that Antarctica's flagship Antarctica preferred line shop is also targeted at the global online red goods collection store for young people. Apart from using its own brand, cosmetics, imported foods, living appliances and other categories will use third party brands, and sell some old brand products with hand ritual products. Users can find more scenes, satisfy more preferences, and cover more consumer segmentation market.

It is understood that as early as 2019, Antarctica launched the online version of the Antarctic electricity supplier - "Antarctic optimization", is expected to launch the first store in 2020. In the Antarctic, it is the best choice to sell high quality domestic products retail stores. The industry expects that the category of its products will cover the existing strong categories such as big textile, mother and infant companies, and will include new products such as food and cosmetics. The new line will boost the development of new categories and bring new traffic to the brand. In the long run, it is expected to play a positive role in the operation of the company.

Antarctic business side admitted that although the offline business will face the problem of changing user habits, the brand can be balanced through personalized and experience oriented products. The company will carefully select terminals, carefully organize the organization and produce goods carefully, so as to meet the anticipated needs of young people in the future and in the future. We also hope that the line efficiency and online balance can satisfy user preferences in many ways.

It is understood that Antarctic electric business is based on the positioning of "consumer brand giants" and "retail leader", and gradually strives to expand the corresponding categories and businesses online and offline in these two directions.

In view of the quality improvement of consumers, the Antarctic electricity supplier has strengthened the requirements for customer quality management. At the same time, this year, we hope that we can have some benchmarking factories in our partners. Through the company's refining and help, we can set up benchmarks for other factories to learn from the whole image and product quality. For this reason, Antarctica has made many changes in the supply chain: first, set up a branch company. Vertical management; two is to promote partners to set up benchmarking factories, from image, brand identification, workshop hardware and other standards; three is based on customers and company requirements, combined with a dozen testing companies to do post monitoring and pre training; four, the company will step by step to develop enterprise quality standards, training supervision, will also buy some samples for inspection.

The Antarctic electricity supplier hopes to speed up the quality standards of enterprises and even require some appearance indicators to be gradually higher than the national standards. This is also increasing the management of supply chain. By the end of this year, the industry can see the facade, interior and management processes of "benchmarking factories". The company believes that with the upgrading of these benchmarking factories, it can be combined with UNIQLO and MUJI products. The cooperative factories are comparable.

First textile network reporter learned here that as early as 2019, Antarctic electricity supplier launched the online version of Antarctica, "Antarctic optimization", and is expected to launch the first store in 2020. In the Antarctic, it is the best choice to sell high quality domestic products retail stores. The industry expects that the category of its products will cover the existing strong categories such as big textile, mother and infant companies, and will include new products such as food and cosmetics. The new line will boost the development of new categories and bring new traffic to the brand. In the long run, it is expected to play a positive role in the operation of the company.

Lv Ming, an analyst with open source securities, believes that the main competitive advantages of Antarctic electricity providers lie in three dimensions: first mover advantage, scale barrier and traffic accumulation.

First, the Antarctic electricity supplier has been involved in the brand licensing business since 2008. In 2010, the layout of the electricity supplier format was the first group to carry out the operation of the network business. After ten years of cooperation with the brand electric business, the company is familiar with the operation rules of the major brands, and can flexibly apply the rules to provide specialized e-commerce services for the upstream and downstream customers.

Secondly, the core assets of Antarctic electricity supplier lie in brand and sales channels. After years of accumulation of sales channels, it has attracted a large number of upstream suppliers, downstream distributors and companies to carry out business. GMV has increased year by year, Matthew effect has gradually emerged, and it is expected to continue to expand customer base in the future.

According to the financial report, in 2018, the number of dealers in the Antarctic electricity supplier was 4186, a net increase of 3382 compared to 2014, and the number of online shops in 2018 was 5525, up 1093 from 2017. The company already has the advantage of large channel scale and can attract suppliers to cooperate with them.

This scale advantage gradually formed economies of scale at the supply side. In 2019, the Antarctic electricity supplier GMV was about 30 billion 559 million yuan, and 2015-2019 years CAGR was 66.36%. Higher GMV means that the cost of a single product is lower, and the company can better upgrade the product. In addition, the company had 866 cooperative suppliers in 2018, a net increase of 547 compared with 2014. Through the close cooperation between suppliers, distributors and companies, we can achieve the "high quality low price" and "quick response" of products in order to cope with the rapidly changing market environment.

Antarctic electricity providers also always grasp the new consumption trend, combined with brand positioning, using big data to dig hot money explosion, and further expand the potential category. Antarctica is expected to expand new categories such as cosmetics, food and healthy life this year.

In terms of cosmetics, in February this year, Antarctic electricity supplier and Zhejiang sang Wei set up a joint venture, officially cut into cosmetics category. Antarctica will try the online direct sales mode, and gradually expand the category from the individual explosive products in the basic skin care, promoting the influence of the brand of the south polar cosmetics, and continuously accumulating brand potential energy;

In terms of food: Antarctica will cooperate with the suppliers of quality food industry to launch food products, and leisure snacks are expected.

In the aspect of healthy living products, people's consumption consciousness has changed with the epidemic situation. The sales of epidemic prevention products are more normal. The demand in recent years has increased considerably, especially the products of antibacterial and health products have become hot spots of consumption. In the month of February 2020, the monthly sales of Antarctic electricity suppliers were over million, and the Antarctic electricity supplier is expected to have a better layout in the second half of the year, which will enhance the structure and quality of commodities. At the level of category selection, Antarctic electricity providers also analyze the pain points of their subdivided markets, taking into account the age, scene, purchase purpose and style of consumers. Product selection level, the product and consumer demand are highly matched, and meticulous management operations, fully integrated with the new trend, new technology, new fabrics, new technology, new functions and other elements.

In Lv Ming's view, the special business mode of Antarctic electricity supplier determines that it can gradually increase the brand value by expanding the category. In the mode of "no production or no sale", the upstream side of the company can cooperate with many high-quality suppliers to ensure product quality while enriching the category. Downstream, with the professional distributors who have sales experience and channel resources, the company can sell new products to attract new traffic and new users, without facing other brands. The rapid expansion led to the problem of overdraft of brand value.

In addition, we need to see that in addition to category development, expanding channels is also one of the important future growth points of Antarctica. From this point of view, the Antarctic electricity supplier's first mover advantage and scale effect are gradually highlighting, brand influence is constantly improving, category and channel are constantly improved, and overall revenue and net profit are showing a trend of rapid growth.

According to the financial report, in 2019, the total revenue of Antarctica business was 3 billion 908 million yuan, an increase of 16.55% over the previous year, of which the main business income of the Ministry was 1 billion 397 million yuan, an increase of 134.71% over the same period last year, and the income from interconnected time was 2 billion 511 million yuan, an increase of 18.33% over the previous year, 2015-2019 years. The total business income of the company was CAGR 78.03%, and the main business income of the Ministry was CAGR 37.66%. Net profit attributable to shareholders of listed companies was 1 billion 206 million yuan, an increase of 36.04% over the same period, and a basic earnings per share of 0.49 yuan.

During the reporting period, the Antarctic electricity supplier achieved GMV statistics of 30 billion 559 million yuan, an increase of 48.92% over the previous year, and a 66.36% CAGR in 2015-2019 years. According to various channels, Alibaba, Jingdong, vip.com and major social networking providers can count GMV at 20 billion 317 million yuan, an increase of 39.13% yuan and 4 billion 682 million yuan over the same period, an increase of 31.50% yuan and 1 billion 445 million yuan compared with the same period last year, an increase of 200.35% yuan and 3 billion 965 million yuan compared with the same period last year, representing an increase of 124.89% billion yuan, accounting for 66.48%, 15.32%, 4.73% and 4.73% respectively.

By the end of 2019, the number of dealers in Antarctica had increased to 4513, and the number of online shops increased to 5800, and the number of suppliers increased to 1113.

In the first quarter of 2020, the Antarctic electricity supplier realized business income of 672 million yuan, down 18.51% compared to the same period last year. Net profit attributable to shareholders of listed companies was 128 million yuan, up 5.28% over the same period last year. The gross profit margin of the company during the reporting period was 28%, an increase of 6.5 percentage points over the same period last year, with a net interest rate of 19.1%, up 4.3 percentage points over the same period.

Among them, the Department's revenue was 153 million yuan, an increase of 10.2% over the same period, the net profit attributable to 97 million yuan, an increase of 5.8% over the previous year, and the time interconnection revenue of 520 million yuan, a decrease of 24.3% over the same period last year, and net profit attributable to 29 million yuan, up 0.5% over the same period last year.

The main reason for the change in the performance during the reporting period is mainly to strengthen the meticulous management, optimize the contraction of advertising business, but increase profit margins; brand authorization and integrated services revenue is 137 million yuan, an increase of 12.9% over the same period, of which, the total revenue of the brand integrated services business is 120 million yuan, an increase of 11.2% compared with the same period last year, and the authorized brand revenue of the dealer brand is 17 million yuan, up 26.1% over the same period, despite the impact of the epidemic. Brand business is still growing against the trend.

According to public information, Antarctica was founded in Shanghai in 1998, with the initial production and sales of thermal underwear products, and gradually stripping the production and sales business mode, opening the brand licensing business and providing comprehensive service to customers. In 2015, through the reorganization of major assets, Xinmin technology was successfully launched in early 2016. After the completion of the acquisition of time interconnection in 2017, the mobile internet marketing business was increased.

The Antarctic electricity supplier's traditional LOGO brand and IP brand are parallel to the CP brand, covering the brand of the south pole, Cartier Le crocodile, classic Teddy and PONY series. The category also focuses on the development of the whole category, spanning many fields such as underwear, home textiles, men's wear, women's wear, shoes, mother and baby, children's wear, clothing accessories, bags, outdoor, home daily use, personal care, and so on.