The Epidemic Affects Children'S Buying Clothes! Anair, Which Has 1505 Stores, Lost 13 Million In The First Half Of The Year

Compared with the first half of the year, the company's net profit in the first half of the year (hereinafter referred to as "the company's net profit of the first half year of 2020") is expected to decrease by RMB 13197000, compared with the first half year of the year.

As for the reasons for the performance changes, anel explained that affected by the epidemic situation, residents' going out activities were reduced, domestic large shopping malls, shopping centers and other places' customer flow was low, children's clothing consumption scene was reduced, and the company's business was greatly affected. Facing the impact of the epidemic, the company took measures to accelerate the adjustment of sales channels and sales methods, and reduce non operating related expenses Give.

The first textile network previously reported that affected by the epidemic situation, in the first quarter of 2020, the operating income of aner was 260 million yuan, down 27.31% compared with 357 million yuan in the same period of last year, and the net profit loss attributable to shareholders of listed companies was 929400 yuan, which was 101.98% lower than that of 46928800 yuan in the same period of last year.

In response to the epidemic situation, anel adopted the methods of community marketing, all staff marketing and wechat app marketing to link online and offline; strengthened cost control and reduced non operating related expenses, striving to minimize the impact and loss caused by the epidemic.

According to the public information, the company is a private brand clothing enterprise mainly engaged in middle and high-end children's wear business. Its products cover two categories of children's wear, namely, children's wear and children's wear. The main products include jacket, coat, trousers, skirt, down jacket, home wear and other categories, to meet the needs of all kinds of clothing from newborn infants to older children.

As of the end of December 2019, anair has established 1505 retail stores nationwide, of which 1085 are directly operated, accounting for 72.09% of the total number of offline stores.

At present, combining with the various projects that have been carried out at present, anel starts to transform itself, reorients the consumer group, reshapes the enterprise pattern and competitive advantage, and strives to become the leader in the market segment of children's clothing "quality enjoyment".

According to the financial report, in 2019, the main business income of aner was 1.323 billion yuan, with a year-on-year growth of 9.44%. The main business income of online channel was 467 million yuan, with a year-on-year growth of 12.10%; the main business income of offline channel was 856 million yuan, with a year-on-year growth of 8.04%; the net profit was 42.1173 million yuan, a year-on-year decrease of 49.49%; as of December 31, 2019, the company had been in 31 provinces and autonomous regions in China And municipalities directly under the central government have established 1505 offline stores, including 1085 Direct stores and 420 franchise stores.

According to the company, the company will focus on "quality exclusive" customers, strengthen management and control in the aspects of brand strength, product development, commodity circulation, store operation and inventory control. Through the implementation of brand strategy, channel strategy and commodity strategy, it will reshape the enterprise pattern and competitive advantage, and strive to build its brand into a "quality exclusive" market leader. In addition, the company will continue to adhere to the selection of high-quality comfortable fabrics, strengthen quality control, strengthen independent research and development, build online and offline multi-channel sales system, expand and optimize the product line appropriately, and expand the brand timely.

Yu Xuhui, an analyst with Changjiang Securities, previously said that with the alleviation of the domestic epidemic situation and the gradual recovery of offline brand retail, clothing consumption has rebounded further since May. It is expected that the brand end operation will be significantly improved from the second quarter and is expected to return to normal in the second half of the year. However, in its view, subject to the differences in brand strength and consumer cognition, although local adult wear brands intend to develop children's business, it is difficult to impact head companies in the short term; while head sports brand has formed a certain competitiveness in the children's business field, its children's business structure is similar to that of core business, and more emphasis is placed on occupying the consumer's mind in the core sports shoes category Brand differentiation competition in the field of children's consumption, in the medium term, the category structure among brands will also show the characteristics of gradual convergence.

Yu Xuhui believes that in terms of growth, children's wear is still one of the most growing tracks in the clothing industry in the next five years, and the growth is mainly driven by consumption upgrading factors represented by the increase in the per capita consumption frequency of children. The decrease in the number of newborns has a drag on the growth of children's clothing industry, but the impact is limited in the next five years. In the dimension of competition pattern, professional children's wear brands and sports brands are at present There are great differences in the category layout of children's business, and the direct competition is limited. In the medium term, the head company has the intention and planning of category expansion, and the ceiling of business growth is also possible to break through. Based on this, it is expected that the professional children's clothing leader will still be strong and strong.