Taiping Bird'S Net Profit Rose By 115.31% In The First Half Of 2018, And Its Contribution To Direct Sales Exceeded 7.

On the night of August 20th, Ningbo

Fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird", the company code: 603877) released the half year report 2018.

During the period, revenue was 3 billion 169 million yuan, an increase of 12.41% over the same period, and net profit attributable to shareholders of listed companies jumped 115.31% to 197 million yuan over the same period.

Main growth of net profit

By continuously upgrading products, strengthening marketing network construction, promoting TOC system and other measures to expand sales scale, and continue to optimize inventory structure, resulting in a decline in stock price preparation, so that in the first half of 2018, the company's performance increased significantly.

Direct sales contributed over 7 to double digit growth in shopping centres and e-commerce channels.

Taiping bird adopts the sales mode of "direct camp and affiliation as the main business, supplemented by affiliation".

The expansion strategy is mainly directed at direct marketing and supplemented by other markets.

Its direct sales accounted for a high proportion. In the first half of 2018, Taiping bird had 1328 direct outlets, and direct revenue (including online and offline) accounted for 74.12% of the brand clothing business revenue.

In its view, direct sales is conducive to brand insight into the real needs and changes of consumers, and helps brands develop quality products that meet consumer needs quickly and effectively.

On the layout of the channel, the online sales of Taiping bird shopping center and online are developing rapidly.

Under the trend of consumption upgrading, shopping centers, which combine all kinds of brand shopping and eating, drinking and playing together, have gradually replaced street stores and department stores as the offline consuming places for young people.

During the reporting period, Taiping bird continued to integrate resources according to the relevant data of offline channels, strengthen the cultivation of high quality shops, and adjust, pform and close the stores with low comprehensive efficiency; continue to deepen strategic cooperation with offline channels such as Yinli, Yintai and Wanda; through the inspection of the core business circle of key cities, promote the precision store expansion, and plan to strengthen the layout and opening of the flagship store in the second half of the year.

The retail sales achieved by stores increased from 1 billion 931 million yuan in 2015 to 2 billion 883 million yuan in 2017, with an average annual compound growth rate of 22.19%.

In the first half of 2018, there were 107 shopping centres with a net increase of 1493. The number of stores reached 18.96% at the end of the year. The total retail sales of shopping centres in the first half of 2018 amounted to 1 billion 649 million yuan, up 27.52% over the same period last year.

Under the measures of reasonably adjusting the proportion of new products, special contributions, promoting sales of old products and optimizing inventory structure, the net retail sales of Taiping bird period reached 980 million yuan, an increase of 29.12% over the same period last year of 759 million yuan.

Cross border marketing promotes brand image and total membership exceeds 15 million.

Through the major activities in key markets, Taiping bird keeps brand exposure, enhances brand image, and accumulates fans and potential consumers.

During the reporting period, we will continue to promote cross-border brands such as PEACEBIRD WOMEN * PEPSI, PEACEBIRD MEN x Coca-Cola, PEACEBIRD MEN * PLAYBOY, MINI PEACE * Disney, MATERIAL PEACE * UMBRO and so on, through cooperation to achieve win-win results, conform to the nostalgia trend, and innovate marketing to attract fans.

At the same time, it includes the designers of Finland JUSLIN-MAUNUL, Japan Sekine Masago and other designers, and pushing the new generation of idol stars such as Yu Kewei, Jiang Mengjie, Shen Yue, Ouyang Nana, net red and so on.

On this basis, the number of members of the Pacific bird continued to grow rapidly in the first half of the year, and the proportion of retail sales contributed by members increased rapidly.

As of June 30, 2018, the total number of effective members of the whole brand exceeded 15 million, an increase of 28.46% over the same period last year, and the contribution of members to retail sales was 2 billion 101 million yuan, up 45.66% from the same period last year, accounting for 39.45% of the total retail sales, up 8.34 percentage points from the same period last year.

Among them, the number of active and effective members exceeded 600 thousand, an increase of 26.54% over the same period.

Its contribution to retail sales was 1 billion 155 million yuan, an increase of 43.73% over the previous year, accounting for 21.69% of the total retail sales, up 4.36 percentage points over the same period last year.

At the end of the reporting period, the number of fans of Taiping bird brand Tmall flagship store has also exceeded 24 million, an increase of 11.53% over the current period.