Catch Up With The New Capital Construction! The Most Profitable Clothing Brands Press The Digital Fast Forward Button Than Tencent.

In June 9th, "the first share of China's golf apparel" - the Limited by Share Ltd (hereinafter referred to as "brevien") at the headquarters of Tencent in Shenzhen signed a strategic cooperation agreement with Tencent smart retailer, officially announcing the full opening of digital operation and entering the era of smart zero sale.

It is reported that Tencent smart retailing will provide deep cooperation for the intelligent store upgrading, private sector traffic operation, IP joint name, advertising marketing, big data application, super shopping guide knowledge empowerment, commodity lifecycle management, data platform and other fields in the field of intelligent store upgrading. Understand users through digitalization, and propose solutions from the point of user pain.

Shen Jindong, general manager of Be Meleven, said at the signing ceremony: "digitalization, as the new infrastructure for the future of the company, will cooperate with Tencent's smart retail strategy to integrate resources of all channels, and fully link the full link marketing under the online and offline businesses, provide diversified and personalized services to users on line and offline, so that" wisdom "will pursue high quality and high quality for users. A better life creates more possibilities. At the same time, under the flood of the Internet, "buisling" has more vitality and stronger immunity.

According to the introduction, since 2019, beefin has begun to pay attention to private area traffic operation, and has upgraded and upgraded through information technology. It has introduced member management projects, digital retail projects, automated logistics and warehousing projects, and set up platform and support for smart retailing in advance. During the epidemic period, the main brand of bemin flen, through the micro signal +VIP community marketing + small program live broadcast, will link the offline member drainage line, through the WeChat member mall small program online and offline linkage, enhance customer consumption experience, online sales effectiveness is remarkable; Venice Carnival brand through cooperation with the net red people, in the small red book, jitter, fast hand, micro-blog and other social media platform grass planting. Through the release of content to display the interaction between merchandise and fans, enhance brand awareness.

Insiders said that with the rapid development of intelligent terminals and mobile Internet, consumers' consumption habits and consumption demand in the new era are different from the past. Online and offline integration has become a major trend in the development of the retail industry. Offline retail entities are actively embracing Internet technology, and online retailers have begun to seek cooperation with offline businesses. The stage of exhibition. Compared with the previous generation, the contemporary new middle class has quite different consumption habits compared with the former generation. The pursuit of quality, experience and freshness of these groups is more and more obvious. Single online or offline retailing can no longer satisfy these consumers. The online and offline integration mode is emerging as a new business mode to meet their shopping needs.

Guo Yuan Securities analyst Li Dian introduced that the current time, from traffic and platform to consumer brands are changing in a dramatic way. The content and content of e-commerce will become a long-term trend. What we need to see is that private domain traffic has been more and more valued by the brand side. The so-called private domain traffic can be repeatedly touched, low cost operation, relatively safe and controllable traffic. After obtaining the traffic from the public domain platform, the advertisers will enlarge the value of these users, deposit the users in the private domain, and then repeat the purchase through diversified operation and touch up. Meanwhile, the user profiles can be extracted from the analysis of the data in the application of the platform, so as to make accurate delivery and realize the fission of traffic flow, thus forming a closed loop of traffic operation. In the context of rising public domain traffic costs, diversification of private sector needs, and the importance of data assets in the whole process of brand building, private sector traffic volume and operational value are highlighted.

Li Dian frankly said that in terms of the long-term significance of private regional traffic,

First of all, online and offline communication can achieve the integration of different channel members. The brand side can control consumers more directly and efficiently, while alleviating the interests balance between online and offline. After the online and offline interconnection, the two-dimensional code of product packaging, the shopping APP, the small program and the social gang activities under the new retail format can become contacts, and will import consumers into the private domain traffic pool. In the past, members' information scattered on distributors and electronic business platforms can be aggregated in the background database of the brand, and directly classified and contacted by the brand side, which will help build brand assets. In addition, through the LBS function, customers can be guided to participate in the stores, distributors, retail terminals and BA.

Secondly, the private domain traffic carries the digital system of the brand, which can reverse the whole process of the industrial chain. Online can realize all things data, users' behavior data, interactive data, transaction data and so on can be captured, and reverse brand can be developed from R & D, production, marketing, sale and after-sale. The R & D side can carry out product development according to the needs and interests of users; the production end can make production plans according to the feedback from the previous sales; the marketing end can summarize the key user characteristics by the capture of the consumers' portrait, and increase the efficiency of the pull based on the public domain input; the sales terminal can timely touch the data according to the consumer behavior data or the consumption cycle.

However, Li Dian also said that the traditional line brand from marketing "grass" to the completion of sales transformation path is very long, the brand side through advertising to enable consumers to form brand awareness, consumers through online search, or offline consumption to complete the purchase, "grass" and "buy" links are often not at the same time with the space, the transformation path is longer, marketing activities lack of needle. It's sexual and difficult to measure. In the current live goods or net red belt, the brand side carries on the multi platform delivery with different KOL (MCN). The consumer, because of the cognition and love of the KOL/ anchor, enters the live broadcast or watches the video, the picture and the text, jumps through the link or buys directly, completes the "grass" to "pull the grass" closed loop in a short time. Especially in the mode of live broadcast of e-commerce, it often takes only a few minutes to explain from anchor to user purchase, and the conversion link is greatly shortened. At the same time, through spike, exclusive, discount, gifts and coordination, can greatly enhance the efficiency of sales transformation.

Ju Xinghai, an analyst at Guosheng securities, also believes that in the future, in the future, with the help of Tencent's big data, social networking and digital marketing advantages, the company will also be able to optimize the user experience and create a model store for smart stores by using advanced technologies such as Tencent interactive devices, AR/VR, face recognition and other advanced technologies. The two sides integrate strengths and resources to jointly explore new models of retail sales, and this cooperation also shows that the overall opening of digital operation by bill, and the integration of resources under online and offline channels, is expected to revitalize.

According to public information, the company is the largest Chinese golf apparel company. Founded in 2003, the company is mainly engaged in R & D, brand promotion, marketing network construction and supply chain management of its own brand than its finery. In 2019, the company realized 1 billion 825 million yuan of revenue, 23.70% increase over the same period last year, and a net profit attributable to the shareholders of the listed company. It was RMB 406 million yuan, an increase of 39.13% over the same period last year.

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.

In the first quarter of 2020, the company achieved 370 million operating income, down 22.3% from the same period last year, and realized net profit of 97 million 63 thousand, down 25.3% compared to the same period last year, and the earnings per share were 0.31 yuan. During the reporting period, the gross profit margin of the company was 60.8%, down 3.7 percentage points from the same period last year, and the net interest rate was 26.5%, down 1 percentage points from the same period last year. Up to the end of the reporting period, the company has 400 million yuan in currency capital and another 689 million yuan in public offering. Switching Company bonds have also been approved and approved by the China Securities Regulatory Commission recently. Sufficient cash helps to enhance the risk tolerance of the company under the epidemic situation, and at the same time guarantee the company's sustained and rapid development in the future.

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.